Analysis Of The Magic Of Adidas's New Advertising Language

In March 16, 2011, Adidas New start Advertisement Adidas Is All In, translated into Chinese, is "Adidas's all-out effort". The cost of advertising production has been huge, and foreign media speculated that it cost nearly $100 million. So, we have always thought that this is Adidas's global launch, which is said to be the most expensive brand ever. Marketing Sports.

Adidas launched this large-scale advertising campaign, bringing music, art elements and fashion stars into an attempt to capture the young market in an all-round way to surpass Nike.

In Beijing's most important business areas, such as Xidan and Sanlitun, the Adidas Is All In's huge videos and huge posters have been fully developed. Eason Chan, the singer of Jeremy Scott, the singer of pop singer, the super singer Katie Perry (Katy Perry) and the model Angelababy, who sing the I Kisseda Girl, have all become Adidas's new image spokesmen.

These seemingly unrelated spokesmen for Adidas are linked by the concept of "all in all" if you are engaged in a career you love. This is also a good opportunity to repair the split of its image. Adidas's three product line points: adidas Sport Performance, Adidas Originals, and sports Y-3 series (Y-3, adidasSLVR, Adidas NEO Label) finally have a unified proposition. Adidas has enriched the past sports star portfolios, such as soccer stars Beckham, Messi and NBA star DerrickRose, adding elements of pop music and Chaozhou people, which means that the classic sports and fashion product lines that originally represent street spirit and fashion spirit will occupy an increasingly important position in its future sales.

Adidas China has just recovered from the inventory crisis after the Beijing Olympics and is in urgent need of new revenue growth incentives. Although the sales scale of sports and sports classics is smaller than that of traditional sports performance series, its growth rate is faster than that of the latter. This has become the main direction of its future in the Chinese market.

Here, it will encounter Li Ning Co, which launched a new brand image in 2010, and the latter slogan is "Make the Change". The leader of the three or four line city is hoping to snatch some of the fashionable young people from big cities from Adidas and Nike. At the same time, whether the "Adidas Is All In" can beat Nike's personality and courage is still unknown. In September 2009, Boston consulting partner Michael Hill foster published a new book, "women want more," which is known as a guide for marketers to win the world's largest and fastest growing market. According to the survey of 12 thousand women in 22 countries published by Hill, Adidas has become the most popular brand among women in spite of its great importance to women's market and its full efforts.

Adidas changes Slogan

Impossible is Nothing translated into Chinese is "no impossible."

This is Slogan created by 180Amsterdam in 2004 for Adidas, in order to publicize the spirit of sports in its professional field.

The translation of Adidas Is All In into Chinese is Adidas's all-out effort.

This is the new Slogan launched by Adidas in March 2011, calling on its consumers "if you are engaged in a career you love, please do your best."

Adidas China has stopped

Adidas has lowered sales of Olympic backlog, ranging from 70 percent off to 30 percent off of shoes, bags and clothing, and encouraged distributors to enter new channels such as Carrefour and Taobao.

Adidas paid a certain amount of compensation to the dealer who handled the inventory. Because processing stocks are often lower than wholesale prices, this means that Adidas and distributors should share losses.

For those dealers who want to quit, Adidas is also supporting the change of contract and negotiation mechanism.

Adidas allows dealers to open discount stores, or even around them.

　　 Lining is suffering from brand transformation

The Li Ning Co launched a new brand image in June 2010 to replace the new Slogan, "everything is possible," as "Make the Change". It describes its own consumer group as "post-90s Lining", and uses Lin Chiling and David Tao as new spokesmen, hoping to win young consumers in a second tier city on the brand image.

Because of the adjustment of the dealer system and the reduction in the number of goods taken by some dealers because of the increase in product prices, the order quantity ordered by Li Ning Co in December last year decreased by more than 7% and 8% respectively. After the announcement, Lining shares fell 16% on the three day, and the market value evaporated more than 35 billion Hong Kong dollars a day.

In the 2010 annual earnings report just released, Lining's annual revenue and gross profit growth were 13% and 12% respectively, far below the composite annual growth of more than 30% over the past ten years.