I'm an NBA goalie

Chapter 66 Brand Endorsement
Glenn Kamara is sitting in his office waiting for the guests.He is the Executive President of Hugo Boss North America.And the guest he was waiting for was the image spokesperson who was about to sign.

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

The German headquarters has just formulated a new product development plan this year, which is to separate Hugo and Boss into two categories.Representing the Hugo brand with the theme of femininity, nobility, sexiness and femininity, it is mainly engaged in women's clothing and perfume.Representing the Boss brand with the theme of masculinity, masculinity, domineering, and coolness, the main business is men's suits and watches.At the same time, use the new brand series to fully develop other overseas markets except North America.

The image spokesperson of the Hugo brand has been selected, and it is Gwyneth Paltrow, who once won the Oscar, as the endorser.Gwyneth Paltrow's recognition in North America is very high.Plus "Iron Man" just released last year.Let her popularity explode again on a global scale.This also made Hugo Boss pay a lot of money to sign her.

However, the image spokesperson for the Boss brand has not been determined. Some people suggested signing an old Hollywood superstar or a tough guy, but these people either already have similar product endorsements or have limited recognition and cannot play a role in pioneering. The role of the market in other countries, there is also the issue of endorsement fees.

After signing Gwyneth Paltrow, Hugo Boss has already overrun the product endorsement budget, so it is the spokesperson of the Boss series.In the budget of endorsement fees, we need to consider the aspect of "cheap".

last weekend.Glenn is watching TV at home.He is an NBA fan himself.Just watched this Mavericks vs. Nuggets game.When he saw Wang Dachun pressing Kenyon Martin with the ball to the ground, then stood up and looked down at the close-up of Kenyon Martin, his mind suddenly moved.

This series of actions by Wang Dachun.It definitely has a masculine and domineering taste in it.At that time, he didn't want to find Wang Dachun as the product spokesperson of Boss.Just stay put.

Back to the company and planning department, a group of executives studied the spokesperson of Boss again.After arguing for a long time, the candidate was still not determined.Glenn suddenly thought of Wang Dachun.So the marketing department was asked to investigate Wang Dachun's popularity.For him it was 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 not only in Dallas.It is also popular among some Chinese groups in the United States.But it is noted that the base of this group is relatively large.

Glenn was a little surprised when he saw that Wang Dachun's popularity in China and overseas recognition were very high in the report of the marketing department.He was even more surprised by the prediction of Wang Dachun's prospects given by the marketing department.

The report shows that if Wang Dachun continues to grow on the current trajectory with his current physical condition.There is nothing wrong with growing up to be a globally famous sports star.

If Wang Dachun is now signed as the image spokesperson.Not only is it very cost-effective, but it will also be of great help to Hugo Boss's market expansion in China.

Glenn immediately sent the department's market research opinions and Wang Dachun's relevant materials to the headquarters, and the German headquarters quickly responded with a decision, that is, "sign"!
When Wang Dachun walked into the Hugo Boss US headquarters.Frank was already here waiting for him.

Frank looked at Wang Dachun wearing the custom-made casual suit for him.I was relieved.

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

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

During this period of time, Wang Dachun's stable performance on the field.Many merchants have already taken an interest in him.I want to find Wang Dachun as an endorsement.

But most of the companies have the intention of robbing or the products endorsed obviously damage Wang Dachun's image.

Most of Frank directly helped Wang Dachun push it away.Except for a few who are barely negotiable, but after contacting, I found that some of them were too demanding, and some were not sincere enough. After discussing with Wang Dachun, they still refused.

At present, only the initial conditions and signing intentions given by Hugo Boss are the most sincere.Come here with Wang Dachun today, 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 sign the contract directly today.

Hugo Boss currently offers Wang Dachun the following conditions.$450 million in brand endorsement fees over five years.$90 per year.It is required that Wang Dachun must wear the new seasonal clothing designed by Boss brand provided by Hugo Boss on formal occasions with media.Including casual wear and suits, while wearing a watch from the same collection.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 advertising photos and TV commercials for the new clothing of the season need to be shot every season.

Hugo Boss in addition to endorsement fees.Every season, at least two sets of tailor-made for Wang Dachun, new clothes for 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, besides the contract amount, he valued it.What matters more.Every season, someone tailor-made clothes for themselves.Let him feel that he can save a lot of things.

But this needs to cooperate with the publicity and advertising shooting every year.Wang Dachun felt a little too much.Hopefully Frank will have fewer talks to help him with this.

Frank naturally attached great importance to this endorsement negotiation.Also from his own father's company.Two senior lawyers were specially invited.He was afraid that he would not be able to control the situation by himself.

Meeting with President Glenn.Both sides are still talking well.Glenn also observed Wang Dachun closely.We mentioned Wang Dachun's body type before, if there is no reference object nearby.The figure is very standard. (See Chapter 2)

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

While Glenn and Wang Dachun were chatting.Frank is talking to a representative sent by Hugo Boss.The two parties are engaged in commercial negotiations.

Frank's reply to Hugo Boss' conditions was that Wang Dachun endorsed Hugo Boss products.The duration of the contract can be five years.But the contract amount is $600 million.$120 million per year.

And two years after signing the contract, according to Wang Dachun's market price.As a product spokesperson, Wang Dachun has the right to propose a bargaining contract.

Wang Dachun will only wear similar clothes on occasions.Choose to wear clothing brands offered by Hugo Boss.including watches.Ties and shoes.Wang Dachun only guarantees to attend at most two promotional events at Hugo Boss designated locations every year.A maximum of 1 photoshoot and TV commercial for the new clothing of the season is taken per season.

This is the greatest benefit that Frank can obtain based on Wang Dachun's current market position.And Hugo Boss' request certainly has room for negotiation.

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

Finally, it was determined that the contract between Wang Dachun and Hugo Boss brand endorsement would last for five years.The contract value is USD 500 million.$100 million 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 it was correct.Wang Dachun also got his first brand endorsement in his life.

(End of this chapter)