ADI Succeeded In Attacking The Brand Market Successfully.

You have

I have Adi Wang.

When the "ADI" brand appeared for the first time in the public eye, many people thought it was a practical joke.

Six years later, it not only did not collapse, and the annual profit of 100 million yuan, and even frequent appearances at home and abroad major events, enter the Spanish and NBA.

The price of each pair of Adi Wang is about 150~200 yuan, with an annual profit of 110 million yuan, and the king of ADI has changed from "cock wire" to "high handsome and rich". Its experience is worthy of reference from many domestic products. Its innovation is not product but marketing strategy.

I remember when I first heard about Adi Wang, he talked about Adivon and Adidas very much when he chatted with his friends in high school campus. At that time, he was quite sniffed. However, in the first two years, when Zhejiang satellite TV accidentally saw the advertisement of Adi Wang, he was shocked: "this Shanzhai brand is actually advertised!"

That year

Adivon appeared in the public view, with the help of Adidas's Adidas Dongfeng, the two spelling similar, roughly glance, really think Adidas.

Adi Wang from the name to the trademark to the advertisement word all sends out the strong Shanzhai breath.

But over the past six years, Adi Wang has not only lost 100 million yuan in annual profits, has launched three thousand stores in the whole country, won the "famous brand in Fujian", even has seen many major competitions at home and abroad, and has entered the Spanish and NBA.

"Cock wire" can also have spring!

ADI King's large-scale entry into the market is not the mainstream. In the past 08 years, with the help of domestic cottage winds and the use of young netizens to watch out for entertainment needs and Kuso psychology, with the help of a web spoof, they started their own brand, then marched into traditional marketing channels, and expanded sales through e-commerce channels. Moreover, Adi Wang did not compete with other peers for the second tier market, but rooted in the three or four line market, using local consumers for the time being.

Identify opportunities that are not high enough to lay the groundwork.

The king of Adi Wang is famous for his success and wins in the marketing way that he did not hesitate to destroy himself.

This is not only a marketing way, but also an advertising strategy. It uses Internet spoof to expand its popularity.

Adi Wang used the same name as Adidas to attract attention, but knew the difficulties of Shanzhai brand in developing the sports shoes market, and facilitated advertising to make the concept of products "jump out" the general thinking of the public in order to occupy a new position in competition, that is, anti category positioning.

In order to open up the cool beverage market in the United States, Qi Qi has created the position of "non Cola", but in strict sense, it belongs to carbonated drinks with coke, but in order to open up the market, the position and image of Qixi are established by "non Cola", and the success of sales has been achieved.

But not all products are suitable for continuous anti category positioning.

At the very beginning, after making use of the anti category positioning, Adi Wang gained fame and achieved greater consumer market through pformation.

Adidas was also famous for its success in spoof advertising.

In the era of Internet, netizens speak strong power, and their interaction with brands can have a huge impact on brand marketing.

Consumers can express their views through micro-blog, blog, community, BBS and so on. How to guide consumers' opinions on the Internet, the way and degree of intervention of enterprises is particularly important.

There is a popular saying in the advertising world: to make people notice your advertisement is half the sales of your product.

In those years, the advert made ads for Adi Wang one after another.

Now, Adi Wang has become a successful example of Shanzhai brand, and is also an example worthy of reference.

There are many cottage products in China, but is it not a kind of innovation?