Reborn fashion designer

Chapter 481 Axel’s disruption
"Time is fleeting

Put aside the glitz and let everything take its course

In the dark, in the dark

I'm yours~"

A little love story without beginning or end, after Xiang Yang finished commenting, it instantly ignited the attention of the melon-eating crowd.

Soon, someone discovered that these were the lyrics of a song.

In fact, Xiang Yang even gave the answer to the name of the song - "I'm Yours".

A song sung by American singer-songwriter Jason Thomas in 2004.

It was not until 2008 that the song became a household name after the album was officially released. It has received platinum or multi-platinum sales in more than 20 countries.

It also stayed on the North American Billboard Hot 76 for weeks, setting a record that few people know (the longest time).

This re-released song was also shortlisted for the 51st Grammy Awards, winning Best Pop Vocal Performance by a Male and Song of the Year.

how to say?

This is a sweet, cloyingly sweet song.

Well, you done, done me in, you bet I felt it
Okay, I admit you're mind-blowing

I tried to be chill, but you're so hot that I melted
Trying to stay calm, but you're so charming that it melts me

I fell right through the cracks
I instantly fell into the abyss

I cannot wait, I'm yours
I don't wait anymore, I am the one
Looking at such crooked lyrics, is there any better choice than singing it to your loved one?
Yes, for sure.

But either it wasn't published, or...
But just like the lyrics intercepted by Xiang Yang, those who understand will naturally know the profound meaning of this song.

"I admire you so much~ I will learn this song now and sing it to my goddess!"

"Haha, I feel that although this word is more implicit than "you are my only one", the artistic conception is higher. @向阳真 is a role model for us!"

"Even the dog food is so convincing. No wonder Sissy chose him. If it were me, I wouldn't be able to handle it~"

"Family! Who knows~ I eat dog food as soon as I wake up."

"."

Seeing comments like this, Liu Qianqian, who had just been touched by last night's surprise, felt her heart stir again.

However, this feels different than yesterday.

She felt that she suddenly wanted to go to the hospital for insulin injections.

Otherwise, it would really be difficult to digest.

"Stinky guy~ He is really good at it." Reluctant to turn off the screen, Liu Qianqian's eyes flashed brightly.

The greasy look on the corner of the mouth was like eating honey, so sweet.

"Actually, sometimes it would be nice if we let our love be a little more unrestrained."

Feeling the warmth in her heart, Liu Qianqian smiled softly.

"Wang!"

"Wang!"

At her feet, Fantuan and Laifu seemed to understand her words and agreed.

"Go, go, go, don't disturb me." Liu Qianqian waved her hand.

Dongdong is still good.

It won't be inexplicably disturbing.

Xiang Yang, who had finished spreading the dog food, didn't care what other people on the Internet thought or saw.

After regaining his attention, he sat on a comfortable chair and squinted his eyes for a while, and soon arrived at the airport.

The flight led by Tinker Hatfield did not keep him waiting at the airport, and the two parties met immediately in the arrivals hall.

"Nice to meet you, Xiang."

Hatfield, who had short yellow hair, greeted Xiang Yang proactively with a smile on his face.

Then there are Pierre Hardy and Bea Shaffer
Seeing Anna Wintour's daughter wearing an OL uniform, she willingly stood by Xiang Yang's side.

He couldn't help but sigh in his heart.

The fashion circle is really amazing. Although he is one of the three giants in Nike, his influence in the top fashion circle is far behind.

This is not something that excellent marketing data can level.

Yes.

If faced with sales data, Hermès's global sales are not worthy of the attention of Nike, which has an actual annual revenue of 190 billion US dollars.

But when it comes to the brand's influence on the fashion industry, it's completely different.

This is just like, although HYS has entered sportswear, its influence in the sports world has been blessed by being born in Hermès, but it is difficult to compare with Nike for the same reason.

Because their respective segments are different.

It is precisely the differentiated market that makes Nike executives attach great importance to this business cooperation with HYS.

Like the newly established HYS, Nike is also a rising star among sports brands.

Although it was established as early as 1962, in fact, it was not until the 90s that it shared the dividends of industry expansion through product technology innovation and the promotion of top players.

In 2000, it gradually widened the gap with Adidas and became the largest sportswear brand.

This technology is the 'Air' that Xiang Yang mentioned.

It is estimated that neither its inventor nor Nike, which originally bought the patented technology, expected that this technology would become a brand with a market value of US$1500 billion in the future.

After arriving at the Hermès headquarters and visiting the design buildings of the two adjacent headquarters, as soon as the simple meal was over, we sat in the conference room to discuss cooperation matters.

Hatfield frowned.

This Chinese guy is so rude. He showed his strong interest in 'Air' as soon as he came up.

too direct.

But Xiangyang really can't arouse much interest in other patents owned by Nike.

There are many types of so-called sports shoes.

But they are mainly divided into professional sports shoes and general sports/sports style shoes.

There are also many subdivided brands.

FILA, PUMA, Kappa, etc. are all brands that emphasize both function and fashion; sports brands with higher fashion and personalization also include VANS, Kenzo, Superme, etc.

For companies like HYS that seek cross-border cooperation, CK and Uniqlo have also done so.

Hatfield originally thought that HYS would seek a cross-border cooperation like CK.

I never expected that HYS would directly enter the segment of mass professional sports shoes and sports fashion.

This was very different from what he had imagined before coming.

Can the Air be given to others?

Of course it's impossible.

This is the core technology of the brand and where the barriers lie.

Just like Hermès will not make its paint library public.

"Xiang, I appreciate the talent of your company's design team, but what I want to say is that we have no intention of licensing the Air patent to other brands."

“We don’t want to license it, but co-brand it.”

Xiang Yang did Tai Chi with a calm expression.

In essence, there is not much difference in the materials used by major brands to produce shoes.

The real difference is in looks and comfort.

Looks good, but comfort
Why do we say that after domestic brands such as Li Ning and Anta once occupied 43% of the domestic market, their share quickly declined?

The reason is that domestic brands can only work hard on arch shock absorption, T-shaped cushioning technology, mid-foot automatic arch stabilization technology, and rebound fillers.

The various air cushions and shock absorption systems of Nike and Adidas are really barriers.

It takes a lot of money and time to invest in research.

Every year, Nike and Adidas can invest hundreds of millions in such research, and their market share has this confidence. As a separately operated brand, HYS cannot afford to invest so much money in this area for the time being, and it has spent a lot of money on improving brand building and tone.

Although these early investments are being paid back, landlords still have to rely on surplus food to survive.

Hatfield is wary of co-branding proposals.

A joint name is naturally a cooperation that is beneficial to both parties.

In the segmented and differentiated market, HYS happens to be in a field that Nike's three major sub-brands, Jordan Brand, Converse and Hurley, do not have.

If HYS can be used to enter the field of fashion luxury goods, it will be very tempting to improve the tone of the Nike brand.

Sports brands are also divided into three, six or nine grades. Different positioning and differences unconsciously affect the preference of the buying group for the brand.

You can directly take out your core and cooperate with HYS.

It also needs to provide its own supply chain to cooperate with HYS for global sales.
The scarcity of high-quality marketing resources is often no less important to a brand than its core barrier technology.

Is it worth it?
After some thought, Hatfield gave his opinion:
"Mr. Xiang, since we are jointly branded, your company's design team will be responsible for the design, and we will be responsible for production and sales. What about this plan?"

Xiang Yang thought for a while, then wouldn't this be a case of Nike taking the lead and being led by the nose?

Of course he would be happy to let Nike also be responsible for sales.

But in terms of production.
They are all made by OEM factories. Everyone is in the industry, so there is no need to play tricks on them.

"How about this, Mr. Hatfield. Since both of us are willing to sit down and discuss the specific matters of joint signature, it's better to take some more time and take a look."

Xiang Yang smiled.

This is not the first time that I have personally participated in the negotiation of this kind of business cooperation.

It's a matter that concerns the interests of both parties. There's no point in rushing.

Just consume it slowly.

Anyway, time is on your side.

He knows when coconut shoes and dad shoes will become popular again, but he is much more stable than Hatfield.

"What kind of card is Boss playing?"

Bea Shaffer was stunned by Xiangyang's series of operations.

When pursuing cooperation, we initially asked others to provide core patents, but we decided not to talk about it.

Could it be that the successful cooperation with Apple gave him confidence?

In the Hermès building, Axel was very concerned about this first meeting between the two parties.

Since he has full trust in Xiangyang, he will certainly not go out and micro-manage himself. Even before the negotiation, he predicted that this cooperation would not be a smooth one.

He knew Xiang Yang too well.

He has a perverted obsession with his own interests.

It's still the kind that you hold on to and refuse to let go.

If it's the other partner, he certainly doesn't like people like Xiang Yang, but he can be in the same camp and strive to maximize interests for himself.

It was too late for him to support.

Hearing that the Nike team left the HYS headquarters building and headed to the hotel where they were staying, Axel put down the report in his hand and came to the HYS office building.

Seeing Xiang Yang sitting in his office, preparing for today's dinner, he opened the door and walked in with a smile:
"How's it going? It's not easy to deal with Nike people."

Xiang Yang nodded, saying this as if it was easy to deal with some social elite.

"Take your time. I just read the second quarter report. Whether it is in China, North America, or Asia, our sales data are very surprising."

"I know."

Xiang Yang sighed and said: "Don't worry, I am the most patient when it comes to making money. As for whether Nike can accept our conditions, the market will give them the answer."

"Any ideas?" Axel asked.

"Yeah, of course."

Xiang Yang did not deny it.

Judging from the technology mastered by HYS and Hermès shoe factories, they cannot make sneakers with Air, so they should make other head offices.

Didn’t dad shoes and the first generation of coconut shoes also slowly gain sports attributes?

I just want to give the best out of the gate.

I didn’t say that I have to give the best.

If NIke is really unwilling to take out Air to cooperate, then it can only say sorry to consumers.

Dad Heel Coconut Shoes Appearance Design
Sorry, I need HYS to light this fire.

Do the shoes have appearance patents?

Of course there are.

Even the weaving technology of the upper is patented.

The patented "Flyknit" developed in the next few years is a single-layer woven upper made of a polyester yarn, so that all the structure and support performance of the sneakers are designed using the weaving process. This is Nike's core fabric technology.

Its importance is no less than 'Air'.

There is no advantage in using air cushion HYS, but fabrics can be used.
In Xiangyang's mind, he has many ways to force Nike to come up with Air cushions and cooperate with HYS.

Sports brands are not alone.

If it weren't for the fact that the tonality of domestic brands is too different and the current match with HYS is too low, he would have already joined forces with Chinese brands for co-branding.

"Just do what you set out to do."

Axel didn't ask much. In his opinion, there were many options for co-branding.

If NIke and Adidas are not good enough.

Just find a local French brand to cooperate with.

Founded in 1882, Le Coq Sportif, also known as the Big Rooster, is also well-known around the world.

In terms of retail, Decathlon is also influential in global sporting goods.

"My idea is actually very simple." Xiang Yang said casually: "It is mainly for the Chinese market. After all, Nike's advantages in sports shoes are not comparable to other brands."

"That's true."

Axel nodded.

As a senior executive in charge of business operations, he sees much more financial report data than Xiang Yang.

Nike has a clear gap with the second-placed Adidas in terms of revenue scale, gross profit margin, and net profit.

The difference between third and fourth.
Realizing something, Axel's eyes suddenly lit up.

If it was said that he couldn't help Xiang Yang at all in terms of design, but as far as the Chinese market was concerned, he really had a good idea.

"Xiang, what do you think of the cooperation between HYS and Anta?"

"Ah? Anta!"

Hearing this, Xiang Yang looked stunned.

When he originally wanted to co-brand a mobile phone with HUAWEI, Axel refused without even thinking about it.

Now he actually takes the initiative to mention Anta, a Chinese sports brand.
"To be precise, it is cooperation with Anta Group."

Faced with Xiang Yang's surprise, Axel smiled and said: "Last year, they just acquired the trademark operation rights of FILA in China and operate the brand independently. If you just want to increase the visibility of HYS in China, this is not an option. "

"FILA."

Xiang Yang frowned.

The positioning of HYS and FILA, which was born in 1911, is quite close in some aspects.

The field of sportswear is more inclined to golf, tennis, fitness, yoga, running, and skiing series, avoiding the two super sports of basketball and football, which are highly competitive.

They also have their own pursuit of art and luxury in products.

"But in addition to focusing on the Chinese market, I also value the international market."

Xiang Yang, who was still confident, suddenly couldn't make up his mind after hearing this suggestion.

Nike, FILA
安踏
(End of this chapter)