The Godfather of Greenery

Chapter 595 Friends of Women
The curtain of a new season is about to begin!
Peter Kenyon stood in front of the window of the administration office on the second floor of the White Hart Lane Stadium on Haig Road, looking at the long line of people in front of the fan shop not far to the north, with a smile on his lips , I was thinking happily in my heart.

Football is a very interesting field for him. As a marketing master, he feels that the marketing of the football market is full of things that cannot appear in other fields. For example, the football league restarts every season, and you can A brand new jersey is launched every season, and fans will still buy it crazily. The premise is that you have to have elements that attract them.

Not long ago, Peter Kenyon accompanied Ye Qiu to meet Angela Ahrendts, the CEO of the world-renowned luxury brand Burberry in London. strong woman.

After graduating in 1981, she went to work for the American fashion brand Donna Karen, and later joined Henry Bender. In 1998, she joined the well-known brand Liz Claiborne, but this time she was the vice president of operations and design, which is very famous. The JuicyCouture is made in her hands.

In 2006, with her success in Liz Claiborne, Angela Ahrendts joined the local British luxury brand Burberry. This world-renowned brand is regarded as a special brand for the British royal family and has received countless people all over the world. Admired and liked, known as an eternal brand.

After Angela Ahrendts entered Burberry, she quickly launched a series of luxury products tailored for women, and in just four years, she successfully reduced the value of Burberry’s stock. It has increased by 2 times, and the annual income has also increased by more than two times, allowing this century-old brand to regain the attention of the fashion industry.

This person was valued by Ye Qiu, so she personally came forward to poach the talent, and hoped that she could join Leaf Technology and manage the strategy, expansion and operation of the retail stores and online retail business under Leaf Technology. Challenge, you know, Leaf Technology has nearly 2013 specialty stores all over the world, and it is expected to reach [-] by [-].

Leaf Technology has a huge marketing team and professionals, including Brian Wallace, who is very famous in the marketing field, and Keith Paddy, an expert in brand strategy, etc., all of whom are well-known professionals in the world. But Ye Qiu has been emphasizing that good products can only have good sales if they are matched with good marketing, so he personally poached Angela Ahrendts, hoping that this strong woman in the fashion industry can shape Leaf Technology's products into eternity. s brand.

In addition to Angela Ahrendts, Ye Qiu is also poaching Burberry's famous luxury designer Christopher Bailey, who was selected by Forbes magazine in 2006 and is one of the most influential designers in the world. Ren, in addition to his expertise in men's and women's clothing design, he is also proficient in the design of children's clothing, accessories, sunglasses, fragrances and home products.

Ye Qiu poached Christopher Bailey, hoping that he could be responsible for the design of Leaf Technology's peripheral products and provide more and more valuable ideas for Leaf Technology's products. After all, he has worked for some luxury companies for a long time.

Angela Ahrendts and Christopher Bailey, this is undoubtedly Ye Qiu's poaching and strengthening to address the shortcomings of Leaf Technology, and these two experts also agreed to join Leaf Technology, but the preliminary estimate is that it will not be until 2011 The trip will only be possible in January.

When Peter Kenyon accompanied Ye Qiu to meet Angela Ahrendts, this strong woman once said something that impressed Peter Kenyon very deeply, and at the same time seemed to open up a lot of new horizons.

For example, Angela Ahrendts said that 60% of the world's people are under 30 years old. That is to say, this is a young people's world, but what is the most acceptable thing for young people now?The digital world, like the Internet!

So when Angela Ahrendts was discussing with Ye Qiu how to make Leaf Technology's Zeus series products, such as mobile phones, tablet computers and ultrabooks, etc., become a luxury brand, what she emphasized the most was not how to Shaping this brand is about how to make it more convenient and acceptable for everyone.

"No matter where you go, no matter when and where you go, no matter who you are around, you can touch the brand anytime and anywhere, it is a luxury brand!"

This is obviously Angela Ahrendts' understanding of luxury brands, or building a timeless Burberry brand, and she feels that with the birth of new media, such as Facebook, Twitter, Weibo and WeChat, etc. The marketing of luxury brands will become more and more socialized.

And Angela Ahrendts also said that she has paid attention to Tottenham Hotspur and feels that Tottenham Hotspur’s brand has been successfully built in the past few years, but it has come to a time when transformation must be made. Turnham Hotspur has become more and more social, that is, more and more integrated into this society, becoming a social brand within the reach of everyone in the world.

She believes that Tottenham Hotspur entered the Internet early in the past, used smart phone APPs for promotion early, and adopted various emerging tools for publicity and promotion early, which undoubtedly created the foundation for the transformation of Tottenham Hotspur. A very good foundation, and everyone knows that professional football is the rarest industry in the world that does not need to compete for users.

Regarding some remarks made by Angela Arend, Peter Kenyon was greatly stimulated. He is also a smart person and is very good at marketing, so he knows very well that what Tottenham Hotspur is currently doing Everything we have is just the beginning, just on the right track, and has not yet developed at a high speed.

And he also very much agrees with Angela Arend's words, that is, how to promote the image of Tottenham Hotspur, a cockfighting brand that steps on football, to the world and make it accessible to everyone This is undoubtedly the focus of Tottenham Hotspur's continued efforts and efforts.

During the conversation, Angela Ahrendts also asked Ye Qiu about one of the research and development projects of Leaf Technology called Lighthouse.

Peter Kenyon had never heard of it before, but after hearing Ye Qiu's story, he was completely convinced. He felt that if this technology was used in Tottenham Hotspur's new stadium, it would bring great benefits to the game. Day course management has brought about revolutionary changes.

Leaf Technology has acquired a number of companies before, including the very popular Foussquare software. The original goal of this software is to build a geographical location search engine, linking merchants around the city and their promotional activities with consumers. get in touch.

However, after Leaf Technology acquired this software, some employees in the company were very interested in this software and set up a special research group, but his research went in another direction, because this software is user-oriented , while the brand-new research focuses on merchants, which is the so-called lighthouse project.

The meaning behind the research of the Lighthouse project is the same as that of Foussquare software, which is to hope to connect consumers with merchants and promotional activities in a way, but the way he adopts is to deploy base stations in stores.

When a user with a Bluetooth-enabled smartphone walks into a store, the base station can push some notifications to the user. These notifications will combine the user's previous consumption habits, products of concern, and promotional activities of the merchant, such as special discounts and promotional information, etc. , and users can also combine these with Facebook, Fousquare, Weibo, WeChat and other social tools.

At present, this technology has been successfully put into use inside Leaf Technology, and it has begun to be used in Leaf Technology's specialty stores, especially with the release of Bluetooth 4 technology, low power consumption has brought a new level of power to this technology. In order to achieve practicality, it still has some weaknesses. For example, when users repeatedly pass through a certain area, it will repeatedly push information, and the coverage area is incomplete, and the signal in some areas is weak, etc.

But these are obviously not insurmountable problems. Leaf Technology has established the lighthouse project and is operating and promoting it as a major business of the company. Next, it will not only overcome these problems, but also establish a The entire user database, that is, the data of all users and base stations will be updated and entered into the database, just like the website saves the user's access records, which can be used next time.

At the same time, the R&D team is also actively researching the next step, such as not only serving users, but also serving the interior of merchants, such as adding a background management system similar to BackOffice, which is not only applied to merchants, but also It will act on the management of all aspects of the company's internal operations, including product development, production data and orders, etc.

There is also the addition of payment functions and further research to make lighthouse technology more secure and convenient.

According to the evaluation of this new technology from the outside world, it is believed that it will not only change the entire retail industry, but also completely change the internal management mode of the enterprise. At the same time, Leaf Technology has also begun to open the lighthouse technology to some cooperative developers. , allowing them to develop some APP applications or some games based on this technology.

Angela Ahrendts spoke highly of and affirmed this technology, which made Peter Kenyon realize that the future of this service, if it is introduced into the daily management of Stratford Stadium in the future, And in the marketing of fans, even if the payment function can be supported, can it be said that it will be more convenient for fans to buy things while watching football in the future?
This will definitely greatly boost the operating income of the home stadium. Peter Kenyon, after bidding farewell to Angela Ahrendts with Ye Qiu, immediately requested that this technology must be used in the Stratford Stadium , and Ye Qiu also said that this was already in his plan. Only then did Peter Kenyon realize that he still had to be one step behind Ye Qiu.

Of course, in terms of emerging technologies, Peter Kenyon is definitely not as good as Ye Qiu, but in some traditional projects, he can prove that he is an expert in marketing.

In the new season, Tottenham Hotspur cooperated with Adidas to launch new jerseys, which undoubtedly further stimulated the sales revenue of Tottenham Hotspur. The sales volume is expected to break through further and is expected to exceed 2010 million pieces.

In fact, many media and clubs often have some water when they announce their jersey sales. The real sales data will not be released to the outside world, and it depends on the situation.

The current jersey sales are mainly divided into two camps, Nike and Adidas. Among them, the team with the highest sales of Nike is Manchester United, followed by Barcelona. Only these two teams have sold more than 100 million jerseys, of which Manchester United reached 150. About [-], this is an average figure for the past three years, and it is expected to be higher if we win the Champions League this year.

Barcelona is around 100 million, Arsenal 70 to 80, Juventus and Inter Milan are basically around 500 million. These are the annual sales of jerseys sponsored by Nike.

The highest sales volume of Adidas jerseys is Real Madrid, but in fact, the sales volume of Real Madrid's jerseys is not as scary as the outside world advertises.

Perhaps many people will find it strange, how is it possible?Real Madrid is full of stars, but Manchester United does not have many superstars!

This has to say the fact that the sales of jerseys actually pay much attention to the promotion of channel suppliers. Nike is the first to promote Manchester United in the world, and Adidas is the first to promote Real Madrid in the world. Therefore, the jersey sales of these two giants have always been far ahead. .

But in the past few years, Nike has launched Barcelona, ​​and Adidas has launched Tottenham Hotspur. Although the resources obtained by these two teams from sponsors are not as good as those of Manchester United and Real Madrid, because of the excellent performance of the teams, their sales have followed suit. Climb steadily.

There is also a question that must be mentioned here. Tottenham Hotspur’s jersey sales exceeded 2009 million in 120. With the joining of Raul this year, with the joining of players such as Neymar and Coutinho, Sales are expected to exceed 150 million pieces, that is to say, they will catch up with Manchester United and Real Madrid.

But in the proportion of the entire sales volume, Manchester United and Real Madrid are very dependent on channel suppliers, that is, the stores of Nike and Adidas around the world, but although Tottenham Hotspur is also very dependent, but the dependence is relatively weak, because The team itself has many sales channels, such as the official website, mobile APP, and online shopping.

It is precisely because of this diversified sales method that Tottenham Hotspur’s sales surpass Barcelona, ​​which is fully dependent on the local market and distributors. Barcelona, ​​whether it is in jersey sales or commercial sponsorship, actually The online business is a mess, and if it hadn't been for the excellent performance in the past few years, it would have been over.

Another problem is that the sales of more than 100 million are just jersey sales. In the internal information of Adidas and Nike, Tottenham Hotspur includes jerseys, commemorative jerseys, training suits, boots, scarves, etc. For the team badge, among the products handed over to Adidas, Tottenham Hotspur's sales volume is truly the first, and the sales volume is far ahead, and the second place is not Real Madrid or Manchester United, but Liverpool.

This is also a business strategy implemented by Tottenham Hotspur after Peter Kenyon came to power, which is to sell products that all fans may buy, while Real Madrid generally only have jerseys, boots and scarves, etc. There are relatively few small commodities and accessories, but Tottenham Hotspur even have drinking glasses.

Another very interesting statistic is that among all the sales data, Tottenham Hotspur has the highest proportion of female users, whether they are bought for their own use or given to family and friends, Tottenham The proportion of female users of Nam Hotspur far exceeds that of all other teams.

In addition, in the current season ticket reservations for White Hart Lane Stadium, the proportion of female fans far exceeds that of all other teams, so many media joked that Tottenham Hotspur is a veritable friend of women. Exactly.

But it is not difficult to see from this point that when Peter Kenyon took over Tottenham Hotspur, the plans drawn up, so far, have been implemented very smoothly. The team has insisted on managing women in the past few years. Market, and the strategy of using the female market to drive the entire sales market is correct.

Relatively speaking, the situation of the new Champions League champions Manchester United is a bit embarrassing. Although the Red Devils have won the Champions League, the sales of season tickets for the new season are less than [-], which is still far from the club's goal of [-]. The small distance is basically difficult to achieve, after all, the league is about to start.

And Tottenham Hotspur don't need to worry at all, all have been booked.

Thinking of this, Peter Kenyon, who was standing in front of the office window at White Hart Lane, couldn't help smiling confidently. He felt that Tottenham Hotspur had made great progress in the past few years. But this is just the beginning.

At present, Tottenham Hotspur has a huge resource, that is, the influence of the team and the appeal of fans, and then he will resort to various measures to transform this influence and appeal into the team's appeal. commercial income.

For example, in the new season, Tottenham Hotspur launched a book based on the original season guide. The name of this book is [09/10 Season Tottenham Hotspur Official Diary]. The book will review in detail what happened at Tottenham Hotspur in the past season. All the interesting things and the ins and outs of all important games will be recorded in this book.

The pre-sale of this book on the Internet and in the APP is very hot, because everyone wants to know what the inside of the stars and Tottenham Hotspur is like, and what they are doing in the dressing room. What will be done in the game, and what happened in the important game, and so on.

According to the plan of Peter Kenyon and the publishing house, if sales are booming, it is not even ruled out that a monthly magazine, or even a bimonthly magazine, will be transformed into a magazine. After all, there are important games every week, and as a team, every day There are a lot of inside stories and interesting things that ordinary fans are eager to know.

Since the club releases these news through the official website and APP, which can attract the attention of fans, then integrating all these inquiries into a magazine, I believe it can also be supported by some loyal fans all over the world.

Of course, these news will continue to be released on the official website and APP. After all, this has become a way for Tottenham Hotspur to communicate and communicate with fans.

It can be said that in Peter Kenyon's view, the current Tottenham Hotspur has made all the preparations and is waiting for the opportunity to soar to the sky!
(End of this chapter)