Adidas's Full Tilt: New Advertising To Create New Consumption

Recently, on the major video websites, netizens have gone crazy to reprint the new Adidas. Advertisement Video clip. The 2 minute video is a mix of young smells. Messi rode the green, the pop singer Katy Perry, the model Angelababy, and the Chinese pop stars Eason Chan, Li Bingbing... Some of the endorsement elements that seem to be incompatible with sports and sports are being interpreted by Adidas. If you are engaged in a career you love, please do your best. It also made up for the split of Adidas's three product lines and made it a unified proposition. From "Impossible is nothing" to "Adidas is all in", what new changes are behind the transformation of Slogan? The unification of multi brand marketing platform, 2008 Beijing Olympic Games, Adidas As a sponsor, the marketing results are extraordinary. However, after that, Adidas was plunged into the mire of management because of the optimistic estimation of sporting goods after the Beijing Olympic Games. market Growth in 2009, Adidas has been in the embarrassing situation of digestion inventory.

In 2010, Lining, a domestic colleague, launched a bid to mark the slogan of "post-90s Lining", communicating with consumers in a more youthful and fashionable way, trying to snatch more young consumers from Nike and Adidas. With the full entry of sports brands in the second tier cities and the great leap forward development of China's three or four tier cities, sports brands will launch a new round of contention in these five years. Sports brands such as Anta and PEAK have long occupied the channels of these areas.

In the strategy of "leading to 2015", Adidas will achieve annual growth of two digits per year. In the first tier cities, Adidas's goal is to win or maintain brand leadership in business areas such as basketball, soccer, training and running. In small and medium-sized cities, more than 2500 shops are planned to open, and the number of cities covered by shops will increase from 550 to more than 1400. The challenge in front of Adidas is not small. Using new advertisements to communicate with consumers again and re passing Adidas's brand value has become Adidas's first step towards 2015.

The new advertising film, which is about 2 minutes or so, has been hailed as Adidas's most expensive marketing campaign in history. The media speculated that the movie cost nearly $100 million. Advertising, music, art, fashion stars and sports stars are catching up with the young people.

"Adidas's advertising slogan, from" everything is possible "to" all-out effort ", must be presented to consumers by new advertising films. The stars chosen by the new promotional films are relatively young, so they want to narrow the gap with young consumers. Gao Jiali, managing director of Greater China in Adidas group, said.

In the marketing field, many brand combination enterprises have been debating whether they choose to communicate with consumers or communicate with consumers on the same communication platform. Previously, the three major brands of Adidas Adidas Sport Performance, Adidas Originals and Y-3 (Adidas SLVR, AdidasNEO) have been communicating with consumers through their own channels. This strategy is aimed at publicizing the global population of 14~17 years, so that they can realize the difference between brands.

Hong Lei, senior customer manager of Paine international public relations, said: "for young consumers, they have just established a brand awareness, and the brand cognition is relatively simple. They do not understand the concepts of group and department. For example, many middle school students only know that HP is a printer, and they do not know that they will also do server and system solutions. Sub brand communication is easy to cause "confusion" to consumers, and for mature consumer groups, sub brand communication will refine consumer groups and achieve precision marketing.

From sub brand to unified platform marketing, Gao Jiali believes that after a few years of communication to the consumer's cognition, the time is ripe now, and consumers will not confuse each brand's identity, so the whole brand promotion has begun. Eason Chan, Li Bingbing, Katy Perry... The emergence of these new Adidas spokesmen also means that their products develop from the single sports products in the past to the diversified sports and leisure products. With the help of a unified communication platform, publicity is designed to enable consumers to better understand the breadth and depth of Adidas. "Adidas's products are not only for sports, but also for leisure. For the same consumer, the consumption patterns may be different at different time and place. We hope that consumers will have our products on different occasions and at different times to meet their needs." Gao Jiali said.

Line player designed. We know that the skills of the inside players are varied, different areas of the force are used with different lines, and rotating knobs are arranged in the rotation area. After analyzing the technical characteristics of Mcgee, the distribution of the bending grooves is designed. In this way, Mcgee can act more smoothly, which is not difficult to explain his excellent performance. The supporting structure of the arch adds an air permeable passage to the shoes, which keeps the moisture drained away with the movement, and keeps the game dry and comfortable for a long time. A lot of details have created Mcgee's pair of sneakers, which can complement each other.

The two or three line cities were stuck with brand spirit. In March 15, 2011, Peak Sport Products Co Limited released its annual financial report in 2010. According to the financial report, as of December 31, 2010, PEAK's sales outlets had reached 7224, an increase of 1018 from 6206 in 2009, including 19 flagship stores, and the establishment of a sound marketing network in 31 provinces and municipalities across the country. In 2011, PEAK will continue to focus its marketing on the two or three tier cities in China, strengthen its penetration of potential areas with high growth potential, better grasp the opportunities brought by urbanization and national wage increase, and constantly optimize the size and location of shops to enhance retail performance and brand image. In addition, PEAK will also strengthen cooperation with e-commerce platforms such as Taobao to fully absorb online shopping consumers.

"In 2011, PEAK will continue to consolidate the two or three tier city market and form the potential of" rural encircling the city "in the Chinese market in the future. The two or three line city is our revolutionary base. Only after we have done it can we take the strategy of rural encircling the city to enter the first tier cities. Xu Zhihua said, "we will continue to flatten channels and increase the number of distribution. Encourage distributors to open chain stores and encourage them to expand their scale. At the same time, we will influence the two or three tier cities with our international influence.

What is more important is that PEAK tries to stick to the spirit of its brand and stick to the target consumers of the two or three line cities. "This is not what we think of, but the real spirit and life world of our target group: their income is not high, the income of the two or three line cities is below 3000 yuan, and the income of the first tier cities is below 5000 yuan. They are young and energetic, and struggle confidently and confidently for their future. Xu Zhihua said, "this is consistent with the brand value of our enterprises. We never shy away from the gap between ourselves and Nike and Adidas, but we prefer to say that we have been working hard. I believe that one day they will compete with them on the same occasion. In fact, PEAK has achieved a long cherished wish to compete with the world's top sports brands through cooperation with NBA. {page_break}

The spirit of PEAK also affects their selection of NBA stars. Xu Zhihua shared with us the example of Battier. "He's just the same as our tonality." Xu Zhihua said. Battier's foot arch is not high, which may affect explosive force and spring ability. For athletes, especially the NBA basketball players who highly emphasize the ability to run and jump, the career of a ping foot athlete will be very difficult. But Battier still made up for this defect with his own skill and experience, and became one of the NBA stars. "Battier is not the most red, and his performance is not the best, but his shoes sell best," Xu Zhihua said with a smile. "Because consumers agree with Battier's growth experience, in order to motivate themselves."

Jason and Kidd are all excellent in PEAK's signing stars, but many people say that he plays the game, which is a great blow to Jason Kidd. He has not been affected, but has proved his strength through his own efforts. "Kidd will inspire some people who have almost never suffered setbacks but who have been hurt by a little injury. And Sean Battier represents most young people, obscurity but hard work, and they will succeed in the end. Xu Zhihua said. Only in the spirit of resonance, consumers will continue to pay attention to brand.

Xu Zhihua believes that in depth cooperation with NBA and the signing of NBA stars, in a sense, also gave Nike and Adidas a myth in the hearts of Chinese consumers. The direct effect was to boost their sales and brand height in China. "Although domestic sports brands will not be able to compete with Nike and Adidas in the next 5 years. But we let American NBA players wear our basketball shoes so that domestic consumers know that professional people approve of our products. There is no difference in quality between our products and the world's most popular sports brands. Xu Zhihua said frankly, "the big name is the big name, the endorsement of the famous star is absolutely indispensable."

　 Searching for marketing value of intermediate consumer groups

In many endorsements, apart from sports stars, a lot of entertainment stars have been added, so some people have speculated that Adidas's advertising slogans and advertising films change behind them means a weathervane that changes from sports brand to trend brand. But Gao Jiali thought such a statement was biased. Inside Adidas, they divide the consumers into seven groups: one is professional sports consumers, the other is Messi, the Chinese football team and so on. These people are the main consumer groups of Adidas professional sports products, and will also drive ordinary consumers to increase their loyalty and popularity to the brand. On the other hand, there are fashion lovers who love sports and leisure, such as star Li Bingbing and others. "Segmentation of consumers, you will find that in fact, consumers at both ends are not many, or even a very small number of consumers." Gao Jiali said, and the biggest consumer group is between the two, or even do not exercise frequently. Some business people spend their time in office buildings, wearing suits and tie, which seems to have nothing to do with Adidas's consumption, but ALL may choose to go to the gym after work. Adidas has launched a very professional sports product for people at both ends, such as football boots or high-end fashion products, hoping to influence the middle consumers and occupy the crowd through the high-end crowd. Because this part is Adidas's largest consumer group.

Gao Jiali believes that from watching sports to paying attention to fashion is not the shift of focus, but the expansion, which will be a new business growth point for Adidas in the future. And this is based on the Chinese market considerations. "China's sports participation rate is far lower than that of the United States, so this part of the performance is not enough to compete with other countries, but there are a large number of consumer groups in lifestyle goods. We boldly bring sports and fashion into work, like spokesperson Li Bingbing, working hard and taking sports as the strength of life, combining sports and fashion very well. I believe sports and fashion will have great opportunities in China." Gao Jiali said.

　 Combination marketing of new media and traditional media

In in Adidas's new advertising film, in addition to many stars in the field, Adidas also specifically displayed the style of the sports team - the Chinese Football Association. However, in recent times, Chinese football has been widely criticized for its "false ball" and "black whistle" problems. In an advertising film, the stars of the stars and the Chinese football association with poor image appeared at the same time. Some people thought it was a failure in ad ad. The image of the Chinese Football Association in the advertising film is Adidas's insisting. So far, ADI has maintained a cooperative relationship with the Chinese Football Association for 30 years, and has always been the main sponsor in the field of football. "Although we saw that the Chinese football team was temporarily trapped, Adidas would continue to support the long-term cooperation between the men and China." Gao Jiali believes that although the scandal of the Chinese men's soccer team has disappointed many fans in the past, it may be the lowest period of the Chinese men's Football Association and the Football Association. It will be greatly improved after the rebound. "Our attitude is to look ahead and still focus on the combination of Chinese football."

In addition, support for China's "grassroots football" development, in order to enhance the brand image is Adidas has consistently adhered to. Football has always played a very important role in all the publicity programmes of Adidas, just like Nike has always focused on basketball. "From the perspective of participation, basketball may be the highest in China. Of course, it does not include badminton and table tennis. But in terms of influence, I think football is even higher. In 2010, the world cup in South Africa, though China did not enter the finals, people who stayed up watching the streets everywhere were everywhere. Gao Jiali said.

Apart from the choice of spokesperson, Adidas has no choice but to follow the path of publicity. Based on the change of new advertising language, the new advertising video also includes 7 minutes full version, 1 minute Standard Version and 30 seconds reduction version. In addition, there are also independent promotional videos for the Chinese market.

In the eyes of many Chinese, Adidas's spokesmen are all international sports stars. However, in view of the new five year strategic change, Adidas has to launch a marketing campaign specifically against China's three or four tier cities, because with the steady increase of the income of the three or four line urban residents and the increase of disposable income, Adidas believes that the three or four line consumers are willing to increase additional expenses to choose better products. Choosing a more localized spokesperson can narrow the distance from consumers in these areas, and is highly consistent with the overall publicity context of Adidas.

Adidas's new advertising video was first released on the Youtube video website. Then, social networking sites including Facebook and Twitter began to frantically upload the video. This is Adidas's first publicity and promotion from the new media field, and then to the traditional media. In China, Adidas still chose to broadcast ads from CCTV first, then increased publicity in Renren, micro-blog and other new media, allowing more consumers to fully understand Adidas's new changes. "The use of television media is expected to enable consumers to understand this activity quickly." Gao Jiali said.

Although the cost of video and advertising websites in China has increased considerably in 2011, Adidas executives agree that new media will bring a higher audience arrival rate to Adidas, which will account for two figures.