I Am An NBA Goalkeeper

Chapter 66 Brand endorsement

Glen Camara was sitting in his office waiting for the guests. He is the CEO of Hugo Boss North America. The guests he is waiting for are the image spokespersons who are ready to sign.

Hugo Boss. The English name HugoBoss is one of the world-renowned luxury brands, which originated in Germany. The current main consumer group is urban white-collar workers.

The German headquarters just formulated a new product development plan this year, which separates Hugo and Boss into two categories. Representing the Hugo brand with the theme of feminine, noble, **** and feminine, it is mainly engaged in women’s clothing and perfumes. It represents the Boss brand with the theme of being masculine, masculine, domineering, and good-natured. It mainly deals with men’s suits and watches. At the same time, with the new brand series, we will try our best to open up other overseas markets except North America.

The image spokesperson for the Hugo brand has been selected. It is Gwyneth Paltrow, who won the Oscar for Zeng Rong, to speak for it. Gwyneth Paltrow’s recognition in North America is very high. Plus “Iron Man” which was released last year. Let her popularity once again become popular all over the world. This also made Hugo Boss pay a high price in order to sign her.

However, the image spokesperson of the Boss brand has not been determined in terms of candidates. Some people suggest signing a Hollywood superstar or a tough guy, but these people either already have similar product endorsements or have limited recognition and cannot be used for pioneering. The role of other countries’ markets is also the issue of endorsement fees.

After signing Gwyneth Paltrow, Hugo Boss has already overspend seriously in the endorsement budget of this product, so he is the spokesperson of the Boss series. The budget for endorsement fees needs to be considered in terms of “cheap”.

Last weekend. Glenn watches TV at home. He is an NBA fan himself. Just watched the game between the Mavericks and the Nuggets. When he saw Wang Dachun pressing Kenyon Martin with the ball on the ground, and then stood up and looked at Kenyon Martin’s close-up shot, his mind suddenly moved.

Wang Dachun’s series of actions. There is definitely a masculine, domineering taste in it. At that time, he didn’t want to find Wang Dachun as the spokesperson of the Boss product. Just stay attentive.

Back to the company and the planning department, a group of executives once again studied the Boss spokesperson. After arguing for a long time, there is still no candidate. Glenn suddenly thought of Wang Dachun. So let the marketing department investigate Wang Dachun’s popularity. For him, this is an alternative.

The efficiency of the marketing department was very fast, and Wang Dachun’s market-related report was obtained two days later. Wang Dachun’s popularity in the United States is outside of Dallas. It is also more popular among some Chinese American groups in the United States. However, it is noted that the base of this group is relatively large.

Glenn was a little surprised when he saw the report from the marketing department that Wang Dachun’s popularity in China and overseas awareness were very high. The forecast of Wang Dachun’s prospects given by the marketing department surprised him even more.

The report shows that if Wang Dachun continues to grow on the current trajectory with his current physical condition. There is no problem growing into a world-renowned sports star.

If Wang Dachun is now signed as the image spokesperson. Not only is the price/performance ratio very high, but it will also be of great help to Hugo Boss’ market expansion in China.

Glenn immediately sent the headquarter’s market survey opinions and Wang Dachun’s relevant information to the headquarters, and the German headquarters quickly responded to the decision, that is, “signing”!

When Wang Dachun walked into Hugo Bosch’s US headquarters. Frank is already waiting for him here.

Frank looked at Wang Dachun in the casual suit made for him. I was relieved.

Before Wang Dachun left, he specifically called and asked. Be sure to come here in a casual suit. He was really afraid that Wang Dachun would come here again wearing the Mavericks uniform to talk to people.

After confirming on the phone with Wang Dachun that Wang Dachun also wanted to accept this endorsement, he has already contacted and negotiated intentions with the people on Hugo Boss.

During this period of time, Wang Dachun’s stable performance on the competition field. There are already many businesses interested in him. I want to find Wang Dachun as an endorsement.

However, most companies have the intention of robbery, or the endorsement products are obviously detrimental to Wang Dachun’s image.

Most of Frank directly helped Wang Dachun to get rid of it. Except for a few reluctantly, they can still negotiate, but after contacting them, they found that some of the requirements were too high, and some were of insufficient sincerity. After discussing with Wang Dachun, they still refused.

At present, only the initial conditions and signing intention given by Hugo Boss are the most sincere. Today, I came with Wang Dachun, except that President Glenn needs to talk to Wang Dachun, which is to conduct the second round of negotiations. If there is no problem, you can directly sign the contract today.

Hugo Boss’ current conditions for Wang Dachun are. Five-year brand endorsement fee of US$4.5 million. 900,000 US dollars per year. Wang Dachun is required to wear the new season’s clothing designed by the Boss brand provided by Hugo Boss on formal occasions with media. Including casual wear and suits, while wearing the same series of watches. tie. And leather shoes.

Wang Dachun needs to be able to guarantee to attend the brand’s designated location promotion four to five times a year. At least two advertisements and TV commercials for the new clothing of the season must be taken every season.

In addition to Hugo Boss endorsement fee. At least two sets of tailor-made for Wang Dachun each season, new clothing of the season, including watches of the same style. tie. And leather shoes.

Wang Dachun and Frank talked on the phone. I also know what kind of company Hugo Boss is. It is quite good for him to receive such a big endorsement.

In fact, in addition to value the contract amount. More importantly. Every season, someone tailors clothes specifically for themselves. Let him feel that he can save a lot of things.

However, this needs to cooperate with the shooting of publicity and advertisement every year. Wang Dachun felt a little too much. I hope Frank can help him talk less frequently in this regard.

Frank naturally attaches great importance to this endorsement negotiation. Also from his father’s company. Two senior lawyers were specially invited. He was afraid that he would not be able to hold the place alone.

Meeting with President Glenn. Both sides are still talking well. Glenn also observed the next Wang Dachun closely. In the previous article, we mentioned Wang Dachun’s body shape, if there is no reference object nearby. The figure is very standard. (See Chapter 2)

Especially what he is wearing today is a casual suit. Close up gives people a great sense of oppression. After all, the figure is so tall. Glenn also has more confidence in his own judgment and vision.

When Glenn and Wang Dachun were chatting. Frank is sending representatives with Hugo Boss. The two parties are engaged in commercial negotiations.

Frank’s reply to Hugo Boss’ conditions is that Wang Dachun is the endorsement of Hugo Boss products. The contract duration can be five years. But the contract amount is 6 million U.S. dollars. 1.2 million US dollars per year.

And two years after signing the contract, according to Wang Dachun’s market price. As the spokesperson of the product, Wang Dachun has the right to propose a contract for negotiation.

Wang Dachun will only wear similar clothes. Choose to wear clothing brands provided by Hugo Boss. Including watches. Tie and leather shoes. Wang Dachun only guarantees to attend the promotion of Hugo Boss designated location twice a year at most. At most once a season, we can shoot commercial photos and TV commercials for the new clothes of the season.

This is the greatest benefit that Frank can obtain based on Wang Dachun’s current market positioning. The request made by Hugo Boss certainly has room for negotiation.

After both sides wrangling. Finally, Frank made concessions on the contract amount and bargaining period. Other requirements are not allowed.

Finally, it was determined that Wang Dachun and Hugo Boss brand endorsement contract will last for five years. The contract value is 5 million U.S. dollars. 1 million US dollars per year. In the third year after signing the contract, Wang Dachun has the right to propose a bargaining contract.

The signing ceremony was completed on the same day after the two parties confirmed that they were correct. Wang Dachun also got the first brand endorsement in his life.