Chapter 595 Friends of Women

The new season is about to begin!

Peter Kenyon stood in front of the window of the administrative office on the second floor of White Hart Lane Stadium on Haig Road, looking at the long queue of people in front of the fan shop not far to the north, with a smile on his face. , I was thinking happily.

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 are impossible to appear in other fields. For example, the football league starts again every season, and you can do it every time. Every season a new jersey is launched, and fans will still buy it like crazy. The premise is that you have to have elements that attract them.

Not long ago, Peter Kenyon accompanied Ye Qiu to meet in London with Angela Ahrendts, CEO of the world-famous luxury brand Burberry. This is a well-known person in the fashion industry in the UK and even the world. of strong women.

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 Lissie & Garbon, but this time her position was the vice president of operations and design, which is very famous. JuicyCouture is made in her hands.

In 2006, Angela Ahrendts took advantage of her success at Lizzie Garbon and joined the British local luxury brand Burberry. This world-famous brand is regarded as a brand exclusive to the British royal family and is loved by countless people around the world. Respected and liked by many, it is called an eternal brand.

After Angela Ahrendts entered Burberry, she quickly launched a series of luxury products specifically tailored for women, and in just about four years, she successfully increased the value of Burberry's shares. It has increased by 2.5 times, and its annual revenue has more than doubled, allowing this century-old brand to regain the attention of the fashion industry.

Ye Qiu valued this person and personally poached her. He hoped that she could join Ye Zi Technology and manage the strategy, development and operation of Ye Zi Technology's retail stores and online retail business. This would be another big leap forward for her. Challenge, you know, Ye Zi Technology has nearly 200 stores around the world, and it is expected to reach 400 by 2013.

Leaf Technology has a large marketing team and professional talents under its command, including Brian Wallace, who is now very famous in the field of marketing, including brand strategy expert Keith Pardee, etc., who are all well-known professionals in the world. But Ye Qiu has always emphasized that good products can only have good sales if they are matched with good marketing, so he personally came to poach Angela Ahrendts, hoping that this strong woman in the fashion industry could shape Ye Ye Technology's products into eternity. s brand.

In addition to Angela Ahrendts, Ye Qiu is also poaching Burberry's famous luxury designer Christopher Bailey. This British designer was selected by Forbes magazine in 2006 as one of the most influential designers in the world. In addition to being good at designing men's and women's clothing, he is also proficient in the design of children's clothing, accessories, sunglasses, perfume and home products. He can be described as an all-rounder.

Ye Qiu poached Christopher Bailey because he hoped that he could be responsible for the design of peripheral products of Ye Zi Technology and provide more valuable ideas for Ye Zi Technology's products. After all, he had been working in some luxury goods companies for a long time.

Angela Ahrendts and Christopher Bailey, this is undoubtedly a poaching and reinforcement by Ye Qiu in response to the shortcomings of Ye Zi Technology. These two experts have also agreed to join Ye Zi Technology, but it is initially estimated that they will not join Ye Zi Technology until 2011. The trip will only be possible in January.

When Peter Kenyon accompanied Ye Qiu to meet Angela Ahrendts, the strong woman once said something that impressed Peter Kenyon deeply and seemed to open up many new horizons.

For example, Angela Ahrendts said that 60% of people in the world are under the age of thirty. In other words, this is a world of young people. What is the most acceptable thing for young people today? The digital world, like the Internet!

So when Angela Ahrendts discussed with Ye Qiu how to make Ye Zi Technology's Zeus series products, such as mobile phones, tablets and ultrabooks, become a luxury brand, what she emphasized the most was not how to Building this brand is about how to make it more convenient and acceptable to everyone.

“Whenever you go, no matter where you go at any time, no matter who is around you, a brand that you can come into contact with anytime and anywhere is a luxury brand!”

This is obviously Angela Ahrendts’ understanding of luxury brands, or building the eternal brand Burberry. She feels that with the birth of new media, such as Facebook, Twitter, Weibo and WeChat, With the emergence of luxury brands, the marketing of luxury brands will become more and more social.

Angela Ahrendts also said that she had paid attention to Tottenham Hotspur and felt that Tottenham Hotspur's brand building has been very successful in the past few years, but it has also come to a time when transformation is necessary, which requires Tottenham Hotspur. Tenham Hotspur has become more and more social, that is, it has become more and more integrated into this society, becoming a social brand within reach of everyone around the world.

She believes that Tottenham Hotspur entered the Internet early in the past, used smartphone apps for promotion early, and used a variety of emerging tools for publicity and promotion, which undoubtedly created a foundation for Tottenham Hotspur's transformation. 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.

Peter Kenyon was greatly stimulated by some of Angela Arend's remarks. He is also a smart man and good at marketing, so he knows very well that everything Tottenham Hotspur has now is just a beginning, just getting on the right track, and has not yet developed at a high speed.

He also 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 turn it into a social brand that everyone can touch. This is undoubtedly the focus that Tottenham Hotspur needs to continue to work hard and make efforts in the future.

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

Peter Kenyon had never heard of it before, but after listening to 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 revolutionary changes to the stadium operation on match days.

Leaf Technology has previously acquired many companies, including the now very popular Fousquare software. The original goal of this software was to build a geographical search engine to connect businesses around the city and their promotions with consumers.

But after Leaf Technology acquired this software, some employees in the company were very interested in this software and set up a research team, but their research went in another direction, because this software is user-oriented, while the new research is business-oriented, which is the so-called Lighthouse Project.

The meaning behind the research of the Lighthouse Project is the same as that of the Fousquare software, which is to hope to connect consumers with businesses and promotions in a way, but the way it adopts is to deploy base stations in stores.

When users with Bluetooth-enabled smartphones walk into a store, the base station can push some notifications to users. These notifications will be combined with the user's previous consumption habits, the products they are concerned about, and the merchant's promotions, such as special discounts and promotional information, etc., and users can also use these with social tools such as Facebook, Fousquare, Weibo, and WeChat.

At present, this technology has been successfully put into use within Leaf Technology and has begun to be put into use in Leaf Technology's stores. Especially with the release of Bluetooth 4.0 technology, low power consumption has brought practicality to this technology. However, it still has some weaknesses. For example, when users repeatedly pass through a certain area, information will be pushed repeatedly, and the coverage area is incomplete, and the signal in some areas is weak.

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. The next step is not only to overcome these problems, but also to establish a complete set of user databases, that is, all user and base station data will be updated into the database, just like the website saves the user's access record, which can be used next time.

At the same time, the R&D team is also actively studying the next step, such as not only serving users, but also serving merchants internally, such as adding a backend management system similar to BackOffice, which is not only used on merchants, but also will act on the management of all aspects of the internal operation of the enterprise, including product development, production data and orders, etc.

There is also the addition of payment functions, as well as further research, to make the Lighthouse technology more secure and convenient.

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

Angela Ahrendts' high evaluation and affirmation of this technology made Peter Kenyon realize that if this service is introduced into the daily management of the future Stratford Stadium and the marketing of fans, and even if it can support payment functions, then can it be said that it will be more convenient for fans to buy things when watching the game in the future?

This will definitely greatly promote the operating income of the home stadium. After saying goodbye to Angela Ahrendts with Ye Qiu, Peter Kenyon immediately asked that this technology must be used in the Stratford Stadium, and Ye Qiu also said that this was already in his plan. At this time, Peter Kenyon realized that he still had to be a step behind Ye Qiu.

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

In the new season, Tottenham Hotspur launched a new jersey in cooperation with Adidas, which undoubtedly further stimulated Tottenham Hotspur's sales revenue. According to the sales in the first half of this year, Tottenham Hotspur's jersey sales in 2010 are expected to break through further, and are expected to exceed 1.5 million pieces.

In fact, many media and clubs often have some water when announcing their own jersey sales. The real sales data will not be announced 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, Manchester United has the highest sales of Nike, followed by Barcelona. Only these two teams have jersey sales exceeding one million, of which Manchester United has reached about one and a half million, which is an average figure for the past three years. After winning the Champions League this year, it is expected to be higher.

Barcelona is about one million, Arsenal is 700,000 to 800,000, Juventus and Inter Milan are basically about five million. These are the annual sales of jerseys of the teams sponsored by Nike.

The highest sales of Adidas jerseys is Real Madrid, but in fact, Real Madrid's jersey sales are not as terrible as the outside world advertises. Real Madrid's annual jersey sales are about the same as Manchester United, which is about one and a half million pieces.

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

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

But in recent years, Nike has launched Barcelona, ​​and Adidas has launched Tottenham Hotspur. Although these two teams do not get as many resources from sponsors as Manchester United and Real Madrid, their sales have also been rising because of their outstanding performance.

Here we must also mention one issue. Tottenham Hotspur's jersey sales exceeded 1.2 million in 2009. This year, with the joining of Raul, Neymar and Coutinho, the sales are expected to exceed 1.5 million, that is, they will catch up with Manchester United and Real Madrid.

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

It is precisely because of this diversified sales method that Tottenham Hotspur has surpassed Barcelona, ​​which is completely dependent on the local market and distributors, in terms of sales. Barcelona is actually a mess in terms of jersey sales and commercial sponsorship. If it were not for its outstanding performance in the past few years, it would have been finished long ago.

Another problem is that the sales of more than one million are only jersey sales. According to the internal information of Adidas and Nike, Tottenham Hotspur’s sales volume includes jerseys, commemorative jerseys, training suits, boots, scarves and other products with club logos. Among the products handed over to Adidas, Tottenham Hotspur’s sales volume is truly the first, and its sales volume is far ahead. 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 took office, that is, to sell products that all fans may buy, while Real Madrid generally only has jerseys, boots and scarves, etc., and other small commodities and accessories are relatively rare, but Tottenham Hotspur even has drinking cups.

Another interesting data is that among all the sales data, Tottenham Hotspur has the highest proportion of female users. Whether it is for their own use or for family and friends, the proportion of female users of Tottenham Hotspur far exceeds that of all other teams.

In addition, the proportion of female fans in the current season ticket bookings at White Hart Lane is also far higher than that of all other teams, so many media joked that Tottenham Hotspur is a veritable friend of women, which is really true.

But it is not difficult to see from this point that the plan drawn up by Peter Kenyon when he took over Tottenham Hotspur has been implemented very smoothly. The team has insisted on operating the female market in the past few years and using the female market to drive the entire sales market. The strategy is correct.

Relatively speaking, the situation of the newly-minted Champions League champion Manchester United is a bit embarrassing. Although the Red Devils won the Champions League, the sales of season tickets for the new season are less than 50,000, which is still a long way from the club's goal of 54,000. It is basically difficult to achieve, after all, the league is about to start.

Tottenham Hotspur doesn't need to worry at all, as all the seats have been booked out.

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

At present, Tottenham Hotspur has a huge resource in its hands, that is, the influence of the team and the appeal of the fans, and next he will take various measures to convert this influence and appeal into the team's commercial income.

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

The pre-sale of this book on the Internet and in the APP is very popular, because everyone wants to know what the stars and Tottenham Hotspur are like, what they do in the locker room, and what happened in important games, etc.

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

Since the club can attract the attention of fans by releasing these news through the official website and APP, it is believed that integrating all these inquiries into a magazine can also be supported by some loyal fans around 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 with fans.

It can be said that in Peter Kenyon's view, Tottenham Hotspur has made all preparations and is just waiting for the opportunity to soar to the sky!