Chapter 167 Cultural anti-export, sneakers sold out, fans fight!
On January 3, U.S. time, Li-Ning took advantage of Chen Yan’s crazy performance of 40 points in 6 consecutive games to hold the first-generation signature sneaker [Yan Yi] release event!
Li Ning officials were also very considerate and chose New York as the venue, which is only across the river from New Jersey, the city where the last opponent, the Nets, was located.
"Chen, are you ready?" Bill Duffy asked with a smile on the way to the sale venue.
"To be honest, I'm a little nervous." Chen Yan replied with a smile.
For Chen Yan, playing on the court and selling shoes off the court are two different things. Although his recent performance has been explosive, it is still up to the fans to decide whether his sneakers will be sold or not.
At the launch event, the moment Chen Yan appeared on the stage, the audience burst into loud screams!
New York is a basketball mecca, and the fans here are particularly crazy!
They were not only crazy about Chen Yan’s performance, but also crazy about the technologically-sounding pair of [Yan Yi] on Chen Yan’s feet!
When Chen Yan showed off his pair of platinum-colored [Yan 1] in the Christmas game, many fans were already waiting with their fingers for the release date of the sneakers!
Chen Yan also responded to the fans' enthusiasm with actions, giving high-fives to the fans before the official launch.
He likes to be in close contact with the fans, so that he can feel the energy brought by the fans more directly and eliminate the distance between him and the fans.
"Chen! Chen! The whole family in Women loves mud!"
While Chen Yan was high-fiving the fans, a black man successfully made Chen Yan laugh with his broken Chinese.
Chen Yan smiled and asked: "Brother, can you speak Chinese?"
The black boy replied: "A little bit, I taught myself for you."
"good!"
After Chen Yan finished speaking, he extended his thumb.
Under the influence of Chen Yan, many fans across the United States have become interested in Chinese and Chinese culture. Some fans even gave themselves lame Chinese names in order to get closer to Chen Yan.
There were also some more exaggerated fans who had some inexplicable Chinese tattoos on their bodies, such as [coward], [chicken noodle soup], [melatonin], etc. Chen Yan quickly returned to the stage before he died of laughter...
But in general, this can be regarded as a kind of cultural counter-export. Chen Yan is happy to see this phenomenon, which proves that his contribution is not limited to the basketball field.
Soon, the sale will officially begin!
Li Ning officials did not want to whet the appetite of fans, and directly announced the four starting colors of Chen Yan's first generation boots [Yan Yi].
The four colors are Flash (platinum color), Sanctuary (pure white color), Nirvana (saucy orange), and Killer (pure black color).
At the event, Li Ning also announced the [Yan Yi] All-Star special edition boots!
This is a pair of mandarin duck shoes, one red and one white, extremely sexy!
This pair of All-Star special edition [Yan Yi] is not on sale for the time being. It is displayed in the freezer for fans to take photos.
Chen Yan currently ranks second among Western Conference guards in the number of All-Star votes. Entering the All-Stars is already a sure thing, and even if he cannot enter the main game, he will definitely participate in the All-Star Rookie Game, so these boots will definitely be in this year's All-Star Game.
Stars make their weekend appearances.
The display of four basic colors plus a special All-Star model also made fans excited. The first batch of goods was declared out of stock within an hour. This is the charm of Chen Yan!
In addition, T-shirts, shorts and protective gear with Chen Yan’s logo were also sold out!
The popularity is far beyond Chen Yan’s imagination!
One day later, in the early morning of January 4, Li Ning began to officially sell [Yan Yi] to the public, with 88,888 pairs released worldwide!
The management is worried. They are not afraid that Chen Yan will not have enough market appeal, but they are worried that the price of the shoes will dissuade fans.
During this period, most domestic brands followed the mid-to-low-end evaluation route. However, this pair of [Yanyi] Li Ning was priced at RMB859 yuan in the secondary market, which can be considered to be on the mid-to-high-end route.
As a result, all the sneakers were sold out in less than half a day!
The best-selling and most popular platinum and orange colors were sold out in less than three hours!
Fans exclaimed, "Good guy, these sneakers are as high as Chen Yan himself since his debut!"
Li Ning’s official original plan was to sell 100,000 pairs of [Yan Yi] priced at 859 yuan a year, but it ended up selling almost 90,000 pairs in less than a day?
Only then did the senior management realize that their understanding of Chen Yan was too low!
Seeing Chen Yan's strong market appeal, I became more determined to use Chen Yan to attack the high-end market!
Nike and Adidas felt so regretful after reading these news...
In China, a news about two fans fighting over [Yan Yi] at a Li Ning store sparked heated discussions among netizens!
"Fuck! It's just a pair of sneakers, isn't it?"
"Idiots fight over a pair of sneakers. Wouldn't it be over if you queue up all night like me?"
"Fire Fist Interaction, this wave, this wave is a tribute to Chen Yan!"
"Yan Yi went crazy and the fans went crazy too!"
"Whoever wins will be automatically promoted to Chen Yan's disciple."
“I’ve only queued up to register my children for medical treatment, and queued up to register for my children’s primary school, but I’ve never queued up to buy sneakers!”
"I understand this approach, but I don't support it."
"This is crazy!"
Sneakers are selling like hotcakes, so scalpers are inevitable.
With the increase in various negative news, Chen Yan had to post on social networks, calling on fans to consume rationally and pay attention to safety when buying sneakers.
Fans laughed when they saw Chen Yan's post. Others sell shoes just for publicity. Chen Yan sells shoes to persuade fans to consume rationally...