Glenn Kamara is sitting in his office, waiting for the arrival of a guest. He is the executive president of Hugo Boss North America. And the guest he is waiting for is an image spokesperson he wants to sign.

Hugo Boss. The English name is Hugo Boss. It is one of the world's well-known luxury brands, originating from Germany. The current main consumer group is 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. The Hugo brand represents the theme of women, nobility, sexiness, and femininity, and specializes in women's clothing and perfume. The brand represents men, masculinity.

, the boss brand with the theme of domineering and cool, mainly sells men's suits and watches. At the same time, it uses new brand series to fully explore other overseas markets besides North America.

The Hugo brand's image spokesperson has been selected, and it is Gwyneth Paltrow, the Oscar-winning actress. Gwyneth Paltrow itself is very well-known in North America. In addition, the movie was just released last year

"Iron Man" made her popularity explode all over the world again. This also made Hugo Boss pay a lot of money to sign her.

However, the image spokesperson of the Boss brand has not yet been selected. Some people have suggested signing a veteran Hollywood superstar or a tough action guy. However, these people either already have similar product endorsements or have limited recognition and cannot play a pioneering role.

The role of other countries’ markets and the issue of endorsement fees.

After signing Gwyneth Paltrow, Hugo Boss has seriously overspent on this product endorsement budget, so when it comes to the spokesperson of the Boss series, the budget for endorsement fees needs to be considered in terms of "cheap".

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Last weekend, Glenn was watching TV at home. He is an NBA fan himself. He happened to watch the game between the Mavericks and the Nuggets. When he saw Wang Dachun push Kenyon Martin to the ground with the ball, and then stood up

When I stood up and looked down at the close-up of Kenyon Martin, something suddenly clicked in my mind.

This series of actions by Wang Dachun definitely had a masculine and domineering flavor in it. At that time, he did not want to find Wang Dachun as the spokesperson for Boss's products. He just kept his mind on it.

Back at the company and the planning department, a group of senior executives studied Boss's spokesperson again. After arguing for a long time and still not deciding on a candidate, Glenn suddenly thought of Wang Dachun. So he asked the marketing department to conduct a survey on Wang Dachun's popularity. For him, this

is an alternative.

The marketing department was very efficient and received Wang Dachun's market-related report two days later. Wang Dachun's popularity in the United States is not only in Dallas, but also among some Chinese-American groups in the United States. But one thing should be noted, that is

The base of this group is relatively large.

Glenn was a little surprised when he saw the report from the marketing department showing that Wang Dachun's popularity in China and overseas recognition were very high. And 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 his current trajectory with his current physical condition, there will be no problem in growing into a world-renowned sports star.

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

Glenn immediately sent the headquarters' market survey opinions and Wang Dachun's relevant information to the headquarters. The German headquarters quickly responded with a decision, that is, "sign"!

When Wang Dachun walked into the Hugo Boss US headquarters, Frank was already waiting for him here.

Frank felt relieved when he saw Wang Dachun wearing the casual suit customized for him.

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

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

During this period of time, Wang Dachun's stable performance in the competition field has made many businesses interested in him and want to find Wang Dachun as an endorsement.

However, most companies have robbery intentions or the products they endorse are obviously harmful to Wang Dachun's image.

Frank rejected most of them directly for Wang Dachun. Except for a few, they were still able to negotiate, but after contacting him, he found that some of the requirements were too high and some were not sincere enough. After discussing with Wang Dachun, he still refused.

At present, only the initial conditions and signing intentions given by Hugo Boss are the most sincere. I came here with Wang Dachun today. Except that President Glenn needs to talk to Wang Dachun, it is the second round of negotiations. If there are no problems, we can go directly today

Sign a contract.

Hugo Boss’s current condition for Wang Dachun is a five-year brand endorsement fee of US$4.5 million, which is US$900,000 per year. Wang Dachun is required to wear the latest seasonal styles designed by the Boss brand provided by Hugo Boss in formal media occasions.

Clothing, including casual wear and suits, as well as watches, ties, and leather shoes of the same series.

Wang Dachun needs to ensure that he can attend the brand's promotion at designated locations four to five times a year. He needs to shoot at least two advertising photos and TV commercials for the new clothing of the season every season.

In addition to endorsement fees, Hugo Boss tailors at least two sets of new clothes for Wang Dachun every season, including watches, ties and leather shoes of the same style.

Wang Dachun chatted with Frank on the phone and learned what kind of company Hugo Boss was. For him, it was quite good to receive such a big endorsement.

In fact, in addition to the amount of the contract, what he values ​​more is that someone tailor-makes clothes for him every season, which makes him feel that he can save a lot of things.

However, Wang Dachun feels that the annual publicity and advertising shoots that need to be coordinated are a bit too much. He hopes that Frank can help him talk less frequently in this regard.

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

The meeting with CEO Glenn. Both parties had a good conversation. Glenn also took a close look at Wang Dachun. We mentioned Wang Dachun's body shape before. If there is no reference object nearby, the body shape is very standard. (See the second part.

chapter)

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

While Glenn and Wang Dachun were chatting, Frank was conducting business negotiations with the representatives sent by Hugo Boss.

Frank's reply to Hugo Boss's conditions was that Wang Dachun would endorse Hugo Boss products. The contract period could be five years. But the contract amount was US$6 million, US$1.2 million per year.

Moreover, two years after signing the contract, Wang Dachun, as the product spokesperson, has the right to negotiate a contract based on Wang Dachun’s market price.

Wang Dachun will only choose to wear the clothing brand provided by Hugo Boss on occasions where he wears similar clothing, including watches, ties and leather shoes. Wang Dachun is only guaranteed to attend a maximum of two promotions at Hugo Boss designated locations each year. The maximum number of photos per season is

1 advertising photo and TV commercial for new seasonal clothing.

This is the greatest benefit that Frank can obtain based on Wang Dachun's current market positioning. And there is definitely room for negotiation in Hugo Boss's request.

After a lot of wrangling between the two parties, Frank finally made concessions on the contract amount and bargaining period, but refused to give up any other demands.

It was finally determined that the contract between Wang Dachun and Hugo Boss brand endorsement would last for five years. The contract amount was US$5 million, with an annual payment of US$1 million. In the third year after the signing, Wang Dachun had the right to propose a negotiated contract.
Chapter completed!