Adi Wang Cottage Marketing Annual Profit Of 110 Million

In the eyes of consumers,

It has always been a "Shanzhai" brand: you have Adidas, I have Adi Wang.

And the performance of a brand that looks like "Shanzhai" is not "Shanzhai" at all.

A few days ago, the news came out that the profit of Adi Wang has reached 110 million yuan, and the number of stores has reached more than 3000.

In the voice of people's doubts and booties, Adi Wang made a pot full of pot.

So what is the reason for the success of Adi Wang? In Jinjiang, many brands are following the alternative "cottage marketing" route. What is the "cottage marketing" of Adi Wang's success? For Jinjiang enterprises, what is there to learn from? In the concept of consumers, "Shanzhai" is always suspected of infringement.

What aspects do we need to take in the "cottage marketing" business? With these problems, we walk into the current industrial hall.

"Cottage marketing" bombing the three or four line Market

Jinjiang Economic Daily: with the consumer's "spoof" brand of Adi Wang, this year's annual profit of the company has been broken by 100 million yuan, and more than 3000 stores have been spread across the country.

So what is the reason for the success of Adi Wang?

Zeng Qi: the success of Adi Wang is not accidental.

In fact, at the beginning of his establishment, ADI king made a correct positioning of his brand, and lowered his audience positioning and channel to the three or four line market. This kind of market is not very sensitive to the understanding of sports brand. Consumers value the price and product quality more.

The quality of Adi Wang is guaranteed. At the same time, Adi Wang is cheaper than other domestic sports brands, so it can quickly occupy the market.

On the other hand, Ardi's alternative marketing has also made it successful, which is due to the anti - traditional consumption concept of the younger generation.

King Ardi saw the opportunity to choose a very adventurous network marketing strategy.

Is the market not already fatigued? Let's try the "appreciation of the ugly" marketing, which directly tells consumers that "I am a Shanzhai".

In the obscure three or four line market, Adi Wang has made an alternative hype and expanded its popularity to attract channels, so its success is not in products but in marketing strategy.

Ding Xiangjun: the sporting goods industry in Jinjiang has always been popular.

+ star endorsement "mode.

This model has helped some enterprises in Jinjiang achieve great success in a short time, but at the same time, huge advertising fees and celebrity endorsement fees have also caused some enterprises to suffer great losses. In the era of increasingly innovative marketing, simple advertising adds.

The mode has been difficult to play a strong advertising effect.

On the other hand, with the awakening of consumers' self-awareness and the increasing diversity of information channels, sports goods enterprises need to abandon traditional knowledge popularization and information infusion marketing promotion, and enhance interaction and two-way communication with consumers.

Therefore, the "cottage marketing" that attracts people's attention is put on the agenda.

Adi Wang from the original simple text, to the subsequent endless discussion about the king of Adidas, spoof, worship, the interaction between netizens is incisively and vividly, an ordinary or even vulgar brand has been praised and exaggerated.

These creative and humorous nets have many comic elements themselves, like network viruses, which can quickly spread among netizens, and achieve the effect of "advertising + stars".

In addition, the product quality and channel laying of Adi Wang are all in place, and it is not surprising that the sales performance reached 100 billion yuan.

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The "brand" in the "Shanzhai"

Jinjiang Economic Daily: in Jinjiang, many brands are also taking this alternative "cottage marketing" route, with success and failure.

What is the "cottage marketing" of ADI's success for Jinjiang enterprises?

Xu Hanqiang: the image of "Shanzhai" is different from that of the outside world. If you open the website of Adi Wang, it will be another scene for you.

On the website of Adi Wang, it lists the history and honor of the enterprise.

There is a sharp contrast between the off-site and the venue. Adi Wang is actually a company that works in strict accordance with regular routines.

In fact, there are other image gaps inside and outside the king of ADI, which make up for the short board of "cottage marketing": the king of ADI is a spoof object outside the court, but Adi Wang is a responsible company in the field.

In the management idea of Adi Wang, it calls out the appeal of "national brand and national pride".

The message conveyed to consumers is that although the image is "vilified" among the people, Adi Wang is definitely not a Shanzhai product.

In the case of "excellent" products, the image of Shanzhai is not important. On the contrary, it only adds a little entertainment spirit.

To this end, we need to carry out "cottage marketing" of Jinjiang enterprises, product quality must keep up.

Throughout the failure of the "Shanzhai" enterprises, the products themselves are not going to go, but they are famous for their "big cards", but they can not "catch up with the big names".

Of course, it soon disappeared in the market.

Ding Xiangjun: judging whether a marketing way is successful or not, its standard should be to see whether it has reached the core goal of promotion.

A comprehensive survey of Adidas's "cottage marketing" shows that there is no big advertising investment, but simply triggered by an online post. It is simply a spoof, simply praising the brand in an exaggerated way.

However, it is not simple that all Kuso and "worship" point to one direction: let more people know Adi Wang, let people know Adidas brand in entertainment.

Therefore, "Shanzhai" is also a marketing realm.

It must entertain consumers and entertain consumers, and the resulting "matching effect" will undoubtedly greatly enhance brand awareness and reputation.

In fact, behind the ugly marketing, "imitation + innovation" is the most deserving of our attention to the marketing mode.

For example, Tencent has been imitating, but it has been innovating.

As Adi Wang's slogan says, "everything can be changed."

In the new market environment, if marketing can not change because of time, what is the development of it?

Psychological guidance for consumers

Jinjiang Economic Daily: in the concept of consumers, "Shanzhai" is always suspected of infringement.

From "cottage marketing" to "cottage brand", what aspects do we need to take in this alternative line?

Xu Hanqiang: for the cottage products of the grass roots, imitation is only the first step in the rapid sale and possession of the market without any infringement or violation. It is also the first step towards the market. The creative and ten dimensional entertainment brought by some cottage products to consumers has been worth reflecting on many big brands. Therefore, it is not necessarily right to boycott the hat of "infringement" without discrimination.

For this reason, enterprises should guide their products and help brands establish their own competitive advantages in the meantime, so as to form healthy competition with other brands in the market.

On the other hand, the brand of "cottage marketing" should effectively control the target consumer group.

For the "cottage" products, from germination to generation to popularity, in fact, they seize the market opportunities left by the existing market and existing products.

In this sense, the focus of enterprises should not be "imitation to manufacture", but how to achieve "imitation to innovation", and the latter is the essence problem.

For this reason, the brand of Shanzhai needs to go deep into the market and penetrate into the consumer, aiming at innovating the psychological characteristics and realistic needs of the target consumer group.

Zeng Qi: in my view, "cottage marketing" needs more guidance on consumer psychology.

"Shanzhai" is not terrible. What's terrible is that the image of "Shanzhai" outside is not controlled by enterprises.

Therefore, the "cottage marketing" needs to guide the consumption psychology. Under the premise of studying and grasping the consumption psychology, we should formulate a strategy of "Shanzhai marketing" to meet the needs of consumer psychology.

Through the "cottage" to create a distinctive brand concept, product concept or overall image, mobilize the unique value of consumers' inner emotions and emotions that enterprises are willing to see, and cultivate the "opinion leaders" in the target consumer group, through their word of mouth pmission and "viral marketing" effect.