Chapter 604【JustDoIt! 】

  Nike headquarters in Portland, Oregon.

  Today, Nike has become the largest sports shoe brand in the United States and has begun to go international;

  Wu Guangyao’s credit has played some important roles, so in these years, although Nike has raised several times, the Wu family’s shares are still guaranteed to be 30%;

  It is not that the shares of the Wu family have not been diluted, but that the right to choose is in the hands of the Wu family when financing;

  Wu Guangyao of course chose to invest additional funds to ensure that his shares will not be reduced!

  As for getting more shares, Wu Guangyao did not insist, after all, this is not conducive to the growth of Nike!

  In the office of Nike President Knight, Wu Guangyao had a friendly exchange with Knight and Bowerman;

   "Mr. Wu, you should come to the company for more comments! Over the years, you have provided Nike with a lot of good comments, and we are also happy that you often come to the company to participate in management!" Knight said sincerely.

  Although the Wu family has a board of directors in Nike (a total of five seats), Wu Guangyao is not the director, but dispatched a family office person to serve.

  At this time, Knight and Bowerman have put down their guard against Wu Guangyao, and no longer worry about Wu Guangyao's seizure of their management rights.

  Wu Guangyao said with a smile: “I’m just an unprofessional sports brand manager, so if I participate too much in Nike’s management, I’m afraid it will hinder Nike’s growth!”

  Bauerman immediately said: "How can this happen, you are a wise business wizard, we have learned a lot from you!"

  Wu Guangyao felt a little embarrassed to see the two admiring themselves so much!

  Yuan Tianfan, who acts as the secretary, is already numb. Seeing that the two heads of sports brands admire the boss so much, the boss not only invested money, but also contributed a lot of strategy!

After chatting for a while, Wu Guangyao suddenly said seriously: "Two people, although Nike is developing very well, it has a big hidden danger; if this hidden danger is not solved, it is easy to be exploited by latecomers. By then, Nike is in trouble!"

  Hearing Wu Guangyao’s "warranty talk", Knight and Bowerman became nervous;

   Knight said modestly: "Mr. Wu is a senior in business. It is normal to find this hidden danger. We are not as experienced as you. So, can you tell us about this hidden danger?"

  Wu Guangyao nodded, visiting Nike headquarters by himself, isn’t it just to solve problems!

"Expanding the market scale is our top priority, because we have been pursuing the concept of'professional sports shoes', which has also caused our market size to be compressed within a certain range. Then, the market for teenagers and young adults who pursue fashion, Is it really impossible to take care of it?"

  The people in the room became silent. This is a huge market, but it is difficult to break into it!

  Because Nike advertises the concept of ‘professional sports shoes’, do they conflict with this youth market?

The veteran Scherman said: "At the beginning, we could only be amateur athletes, but we also longed for a pair of professional sports shoes! Similarly, teenagers and young adults must also long for a pair of fashionable and sporty shoes. "

   Wu Guangyao added: “Everyone is a sports enthusiast. For example, I like to run in the morning, play football with friends on weekends, play golf, and I like to wear sneakers.”

  Nite also started to pay attention to this topic, so he asked: "Mr. Wu, can you tell us more specifically?"

  In the past few years, Wu Guangyao has proven himself in Nike and has given a lot of creativity;

  Now that there is a big blank market again, how can Knight and Bowerman not be so knowledgeable!

  Wu Guangyao began to talk about his own views: "Since we have the first opportunity, we must take the lead in entering this gold market and completely occupy this field with superior products and aggressive public relations activities.

  My idea is this, we currently lack two markets:

  The first one is the young people's market just mentioned, and the second is the women's sports shoes market:

  The first market, what we need to know is that young people buy not only sports shoes, but also the sense of fashion represented by the shoes themselves, so we have to design civilian and fashionable professional sports shoes and launch them on the market;

  In the second market, Nike has always had its main customers male; think about it, two people, do we just give up the huge female market? Does it mean that women don't need to exercise?

  If an emerging company takes these two fields as a breakthrough point, wouldn’t it easily surpass our sales! "

   Hearing Wu Guangyao's analysis, the two people became more dignified, and there was a cold sweat behind them!

  The two may have considered these issues, but they have not paid attention to them, because they did not know the consequences;

  Like Dong Yunhao in his previous life, he already knew that the shipping winter was coming, and he still chose to believe that he could win this winter season.

  For a long time, Knight said seriously: "I will come up with a plan for these two areas as soon as possible, and then I will come up with a plan on the board of directors!"

  Wu Guangyao said with a smile: "Just pay attention to it, and I can rest assured! By the way, I have two more suggestions. You can adopt them!"

  Nite said happily: "Mr. Wu, please speak!"

  Wu Guangyao said: “An ad slogan is called ‘JustDoIt’. Just do it. This is a kind of free and easy spirit! This kind of spirit can encourage young people to participate in exercise, female groups to join sports, everyone can be an athlete!"

  The people in the room fell silent. It was not Wu Guangyao who had a bad idea, but only the ad slogan ‘JustDoIt’ in his taste;

  The spirit of free and easy is the spirit of sports!

  "Great! Too classic! Mr. Wu, thank you for your contribution to Knight Company!"

  Nite has stood up and bends over and salutes Wu Guangyao!

Wu Guangyao said modestly: "I am an important shareholder of the company, and I naturally want the company to make a contribution! By the way, there is another place where this slogan can be extended, that is, we allow women to participate in aerobic exercise, and we create a Women's aerobic exercise can keep their figure, keep their health, and make men look attentively! Of course, other sports also welcome women to join in, exercise has never been a man's business!"

  Nate hurriedly wrote it down again, for fear of forgotten some golden words!

  Los Angeles, Korn Ferry International Headquarters

  President Lester personally handed a piece of information to the partner, and said: "Mr. Wu, you are the information about the talent you need!"

  Wu Guangyao nodded and opened the document, which read ‘Howard Schultz’s biography’.

  Xerox Salesperson, Vice President of Swedish Kitchenware

  Very good, just the person I was looking for!

   "Well, the information is right! Could Mr. Lester help me make an appointment with him!"

   "No problem, I will contact you as soon as possible!"

  Howard Schultz is the founder of Starbucks, strictly speaking, the legendary creator of Starbucks coffee!

  Historically, in the early 1970s, Starbucks was founded by three college students who love coffee, and only four stores have been opened in the past ten years. After Schultz joined in 1982, he served as the director of operations and marketing. He was forced to leave Starbucks because of his insistence on radical expansion and contrary to the opinions of Starbucks veterans.

  But how can he be willing?

  In 1987, this ambitious young man summoned a group of investors to take advantage of the opportunity to buy Starbucks, which was in financial distress, fired the original boss, and drove Starbucks onto the fast lane.

In the 1970s, in Seattle, the birthplace of Starbucks, there was a depression: Boeing, the largest local employer, layoffs employees from 100,000 employees to less than 40,000 in three years. This emptied all the beautiful communities around Capitol Hill. Many people had to go away because of unemployment. The billboards near the Seattle airport and the unlucky residents joked: "The last person to leave Seattle, please turn off the lights!"-Everyone said this is not for business Good time, and doing a new business is more like going crazy.

  But at the time, Schultz was indeed "crazy".

Although people think that a kid who grew up in the Cassina slum of Brooklyn is not "qualified" to be crazy, Schultz regards these economic depressions as a huge opportunity: "Only when the economy is in recession can people have I want to sit down and have a cup of coffee to develop neighborhood friendship," he said.

  At this time, Howard Schultz is just the vice president of a Swedish kitchenware!

  Wu Guangyao intends to be an investor in Starbucks Coffee, but he knows that Starbucks Coffee may not be able to develop in the hands of the current management team;

  So only howard Schultz, the legendary creator of Starbucks!

  While the Wu family does not need to participate in the business at all, they only need to control the shares at about 35%, and they can learn from Nike in the future, with an additional asset close to 100 billion U.S. dollars (long-term dividends plus stocks!)

  (End of this chapter)