A century-old wealthy family that rose from Shanghai

Milan, Italy.

This is a fashionable city.

Chen Guangliang and Donatella walked down the street without looking out of place at all.

Of course, he was followed by two foreign bodyguards and two Chinese bodyguards and assistants, just in case. They also had another important role: carrying his bag.

Chen Guangliang was generous, buying Donatella many luxury items; after all, he was a generous man.

"Let's go in and take a look?" Donatella pointed to a hosiery brand store called 'Lihuazhi', a playful smile on her face.

"Why not? I love women's beautiful stockings on the bed!"

Donatella laughed and said, "You also really enjoy tearing them apart."

Chen Guangliang said proudly, "This is a sign of respect for them! Because 'beauty' is unique!"

Donatella gave him a flirtatious look and then began shopping at the 'Lihuazhi' luxury stockings brand store, while Chen Guangliang was not embarrassed and boldly admired the products in the store.

“Sir, your girlfriend is very beautiful, like a movie star?” A middle-aged Italian man approached Chen Guangliang.

Chen Guangliang looked at the other person; since there was no female companion, they must be a member of the brand's management.

"Hmm, she's very beautiful! And you are?"

The middle-aged man extended his hand and said, "I am Paul Pacchioni, the founder of this brand 'Lihuazhi'. Would you mind if I chatted with you? I know you are a fan of stockings and must be someone of considerable status!"

Chen Guangliang was taken aback. It was quite a coincidence. However, the 'Levante' brand was probably still in its early stages, so it was normal for the founder to visit the store.

"No problem! My name is Chan Kwong-leung, I'm from Hong Kong, and I'm in business!"

"The shipping magnate?"

"Perhaps."

Paul Pacchioni was delighted and then became even more enthusiastic in his conversation with Chen Guangliang, who also had high hopes for the brand.

During the conversation, Chen Guangliang said, "I think both the Levante brand and Paul & Co. are excellent, but they still need to work hard to become world-class hosiery brands! Of course, I can invest and share my experience."

Paolo Pacchioni naturally dared not underestimate Chen Guangliang, after all, as a world shipping magnate with a wide range of businesses, his experience was exactly what he needed. Moreover, Levante was just one of many luxury hosiery brands in Milan, and not enough to be called a 'world-class luxury hosiery brand'.

“Sir Chen, why don’t we find a place to discuss this in detail? Since you have the idea of ​​investing in the Levante brand, I would also like to hear more advice from you.”

"Of course, but I have to bring my little beauty with me!"

"Haha, of course."

Donatella noticed that Chen Guangliang was talking to a middle-aged man. When she walked up to them, Chen Guangliang introduced the man to her, which surprised her.

"Donatella, we're planning to find a restaurant to talk about 'stockings,' and of course, you'd be part of that!" Chen Guangliang said with a smile.

Donatella was delighted. She hadn't expected Chen Guangliang to be so knowledgeable, that even the founder of a luxury hosiery brand was eager to exchange ideas with him. Of course, she was also very pleased with how considerate Chen Guangliang was of her.

Afterwards, the three went to a restaurant at a top-tier local hotel and sat down to chat.

Chen Guangliang told Paul Pacchioni, "If Levante wants to truly become a world-class luxury hosiery brand, Paul's passion for the business alone is not enough. It needs promotion, it needs to increase its influence, and it needs to go to the United States. So, my suggestion is to hire models to endorse it, and supermodels at that."

Paolo Pacquioni asked in bewilderment, "A supermodel?"

At that time, the concept of "supermodel" as we know it today had not yet been formed, so Chen Guangliang explained it roughly: "It means a top model who is famous all over the world, but the industry does not have such a concept at this time. But this is an opportunity, and of course, this is something to be considered later."

Paul nodded. He trusted Chen Guangliang. It was better to have top models endorse luxury hosiery products than Hollywood actresses. First, the price was more affordable (there were no supermodels at that time, but Cindy Crawford and Naomi Campbell had already entered the industry), and second, the models looked more perfect in the hosiery.

"How does Sir Chen plan to invest in the Levante brand?"

Chen Guangliang casually said, "I'll invest 30%, and you can name your price!"

Paolo Pacchioni exclaimed in surprise, "You don't look at the financial reports?"

Chen Guangliang said with a smile, "There's no need! Just speak up."

For something as trivial as this, you're wasting your time looking at financial reports.

Donatella's eyes gleamed with admiration; she thought to herself, this was truly a top-tier tycoon, his words exuding an air of dominance. Moreover, she knew that Chen Guangliang's investment in the Levante brand was purely because he enjoyed women dressing him in those sexy stockings.

Paul Pacchioni said, "The Levante brand needs £100 million to gradually increase its brand awareness."

Chen Guangliang immediately said, "Okay. But I have two requirements: First, 30% of the shares must be registered in the name of my girlfriend. Of course, I will send a professional to handle this matter. Second, I designed a pair of stockings for Donatella, and the Levante brand should take it seriously."

Both of them were very surprised to hear this.

Donatella kissed Chen Guangliang on the cheek. She was overwhelmed by the romance and couldn't wait to throw herself into his arms.

After a moment of surprise, Paul said, "Mr. Chen's design?"

Chen Guangliang put his arm around Donatella's waist and said, "It's actually very simple! This product is called letter stockings, with Levante printed on them. That's roughly the style I'm talking about. Of course, I'll also customize the 'Donatella' letter pattern to give to my girlfriend."

"Sir Chen, you are a true genius!"

Paul Pacchioni got excited at this point. Letter stockings—it sounded very trendy and fashionable, and it was the first of its kind.

Donatella was also very excited. She had initially thought the design was just a heartfelt gesture and might not be successful. But judging from the expression of the stocking founder, it was a brilliant design.

Chen Guangliang was very satisfied to see that he had achieved the desired effect.

He then had his assistant contact Paolo Pacchioni, and the shares were indeed intended to be transferred to Donatella. For a mere £100 million, he had already made a fortune last night.

After the meal, Paolo Pacchioni left happily, saying that he could sign the equity agreement immediately.

Chen Guangliang, with Donatella in his arms, entered the hotel suite, ready for a fierce battle.

After entering the suite.

Donatella invited Chen Guangliang to sit on the sofa, and then said happily, "Darling, I am really touched, not for the 30% equity, but for your talent and sincerity. Now, please enjoy our harvest today."

Then, in front of Chen Guangliang, she showed off her clothes, underwear, stockings and other accessories, making no attempt to hide her figure.

Her silk blouse was half-undone, revealing her delicate collarbone and those alluring breasts; black stockings encased her long, slender legs, perfectly complementing her tall figure—a picture of pure, unadulterated sex appeal. "Perfect, you're now my eight-foot-tall wife!"

Upon hearing this nickname, Donatella was immediately overwhelmed by the romance. She put on her stockings and sat on Chen Guangliang's lap.

"But I don't know you well enough yet, and I'm worried this is just a romantic encounter!"

Chen Guangliang answered her with his heart, and she did it all willingly.

Donatella's fair skin also greatly impressed Chen Guangliang, and he quickly covered her fair skin with red marks.

For a whole week, Chen Guangliang spent all his time with Donatella, partying every night.

During this period, the equity of the Levante brand was officially transferred to Donatella's name, and the initial design draft of the 'letter stockings' was also completed. The designers of the Levante brand were naturally amazed and expressed their intention to make it the next main stocking style, and Donatella became the spokesperson for this stocking.

On the seventh day, Chen Guangliang lay on top of Donatella and said, "From now on, your art will be lingerie and stockings, no longer movies!"

Donatella had already been won over, and she knew that such a wealthy man, especially one who was Chinese, would not allow her to speak about that kind of movie again.

She hesitated for a moment, then said, "I promise you! But you have to promise me one thing, and that is..."

This woman actually wants to have his baby.

too crazy!

Donatella pressed herself against Chen Guangliang and said, "I know you have many lovers, but I am your wife, so I hope to have a child."

"Why don't you think about it again? I'm an old man!"

"Pah! You don't look like an old man at all! No, I must!"

In the executive conference room of a hotel in Milan.

Several people from the investment department of Chen Guangliang's family office arrived, and then Chen Wensheng also came from Hong Kong; he is also the investment manager of the family office.

“Sir Chen, we have prepared the preliminary information on FILA!” An investment department employee, an American, handed over a document.

Today, the Chen Guangliang family office boasts assets worth over 2 billion yuan. Therefore, its investment department has gathered investment elites from around the world, but the heads are Chen Guangliang's two sons—Chen Wenhua and Chen Wensheng—though their roles are more like part-time positions.

After carefully reviewing the information, Chen Guangliang realized that Fila was a very good asset at the time.

At this time, Fila was still primarily sponsoring tennis. Last year (1982), Fila began sponsoring the US Open. Also last year, golf legend Tom Watson won the US Open wearing Fila golf products.

"Positioning itself as high-end! But there are also drawbacks. In the long run, it will not have enough consumer base."

Investors have doubts, after all, achieving success in one or two areas is already quite remarkable.

Soon after, Chen Guangliang said, "Let the family office try to acquire the Fella brand. Of course, after the acquisition, it will still be handed over to a professional management team to operate. Once the acquisition is successful, we will immediately establish a basketball division and sign potential rookies in next year's NBA draft."

Jordan, of course!

By signing them, FILA can become a top sports brand.

Moreover, Jordan seems to be only the third overall pick in the draft, so as long as Fila is sincere enough, he won't have trouble winning him over.

"Yes"

No one questioned the matter further; instead, they resolutely carried out Chen Guangliang's orders.

After the meeting, Chen Wensheng followed Chen Guangliang to the suite, where Donatella had already left.

"Wensheng, you oversee this project. Once the acquisition is successful, the key is to sign Michael Jordan from the NCAA. Of course, the official signing won't happen until next year, but remember, signing him means Fila will have a much easier time succeeding."

Chen Wensheng nodded and said, "I've remembered what my father said. It's just that Fila has a strong foundation in the basketball shoe industry, and its positioning is different!"

Chen Guangliang stated firmly, "Although Fila seems to have achieved success in the United States, the hidden dangers are enormous. Therefore, even if it means establishing a separate basketball series, we absolutely must do it. Compare it to Adidas and Converse, and you'll understand!"

"Yes, father"

At that time, Adidas and Converse were the leading sports brands, while Nike could only be considered a second-tier brand.

Two months later.

As the streets of Milan grow increasingly hot, the investment strategy department of the Chen family office has been in frequent contact with FILA's parent company.

After the family finalized its strategy to acquire FILA, it engaged in multiple rounds of negotiations with FILA's parent company, the Italian chemical company SNIA SpA.

SNIA SpA, which was shifting its business focus to chemicals, intended to sell FILA, but was reluctant to give up this "sports fashion asset" and insisted on retaining a 20% stake and participating in major decisions. In particular, it was worried that the "basketball-oriented transformation" planned by the Chen family would overturn FILA's long-standing high-end positioning, and the negotiations once reached a stalemate.

While reviewing the negotiation minutes, Chen Wensheng accurately saw through the other party's core concern: "They were afraid that we would ruin Fila's 'high-end brand'."

He immediately devised a strategy to break the deadlock: he agreed to allow SNIA SpA to retain a 20% stake, but made it clear that the company's decision-making power must be entirely in the hands of the Chen family; at the same time, he promised not to reduce investment in FILA's existing tennis and golf product lines in the next three years, and would also add funds for the research and development of high-end sports fabrics—using a combination of "preserving the foundation and promising the future" to dispel the other party's concerns about the brand's transformation.

After negotiations were restarted according to this plan, SNIA SpA's attitude indeed softened significantly.

CEO Giovanni Marini candidly stated: "FILA is like a child we've raised for twenty years, and we hope it can go even further in your hands."

Chen Wensheng responded calmly and forcefully: "We will continue FILA's high-end genes and help it grow from an 'Italian local brand' into a 'global sports giant'."

The two sides finally agreed to hold a signing ceremony at the Milan City Hall.

After the signing ceremony, Chen Wensheng went straight to the Fila Milan headquarters to hold a meeting of all management.

Faced with the anxiety of veteran employees, he clearly outlined the future direction: "FILA's high-end positioning will never change, but we will shift from 'high-end in a single field' to 'high-end + diversified' and expand our consumer base."

He announced that the two core business divisions of tennis and golf will be fully retained, with the original management teams remaining unchanged; at the same time, a basketball business division will be established immediately, led by Fila's New York branch, and an inspection team will be formed next month to visit the NCAA league in the United States.

"We've never been involved in basketball before, so isn't it too risky to directly target NCAA prospective players?"

Marco Luciné, former director of Fila's tennis division, was the first to raise questions, and many long-time employees present nodded in agreement.

Chen Wensheng calmly replied, "I've already identified a promising rookie who might be able to help Fila establish itself in the basketball arena."

He also promised that there was no upper limit to the basketball division's budget, and that the team could directly report and coordinate any resources they needed to him. (End of Chapter)