Adi Wang Becomes The Biggest Black Horse In Shanzhai Marketing.

< p > from the beginning of birth, < a href= "http://www.91se91.com/news/index_c.asp" > Adi Wang < /a > was tagging all the netizens by the netizens. Although addi Wang never responded positively to this entertaining spirit symbol, the fact was that in the process of being Shanzhai, the popularity of Adi Wang showed a explosive growth until he became a biggest black horse in the 2009 sports brand in Jinjiang.

As of July 2010, "Adi Wang" has set up branches in more than 10 provinces across the country, and its sales volume is over 100 million yuan.

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< p > in early 2009, a netizen named doctorlob was posted on the cat's net. "Today I saw a brand called" Adi Wang ". The whole article was only 60 words:" I saw a brand < a href= "http://www.91se91.com" sports shoes < /a "today, called" Adi Wang ". The slogan is" everything can change "! My God, what kind of people are there in the world, what brands are there, what slogans are there, and all are learning other people's......

In order to prove what he said is not true, the netizen also posted a picture of Adi Wang store.

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< p > may be the brand name that Adi Wang is too close to Adidas. It may be LOGO, a brand similar to Adi Wang and Adidas. It may also be a paradoxical slogan of "all things can be changed" by Adi Wang. Soon, this revelation has attracted people's attention.

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< p > with the growing popularity of the "Kuso movement", Adi Wang has been deified and praised unlimitless, and even became the "top brand of the universe" elected by netizens.

Many people take pleasure in watching the post of Adi Wang, which has created more people actively participating in the "Kuso campaign".

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< p > in Baidu encyclopedia, the origin of Adi Wang has been revised into "a wholly owned company registered in China by Solomon islands ADI (International) Sports Development Group Co., Ltd.", and it is also known as "luxury goods brand that can be even and even more than Adidas", and this version is also the content of "the vow to defend" by the spoof.

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< p > the management of Adi Wang of Quanzhou sports shoes and clothing enterprise is very smart.

When the taunting post was sent out, Adi Wang did not ignore the general shoe companies, nor did he want some brands to make a statement.

The management of Adi Wang understands that if you can't guide the attention of the net name, it will be unavoidable to hurt the brand of Adi Wang.

After analyzing the nature of the affair and clarifying its essence, Adi Wang did not adopt the basic pr statement. Instead, he adopted the method of public opinion guidance, "making things big", and then directed to the public opinion which was favorable to Adi Wang, thereby minimizing the damage to the brand.

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< p > < strong > Adidas encirclement and suppression of Adi Wang < /strong > /p >

The brand of "P" Adi Wang is very pleased because it sounds like Adidas's most high-end product at first glance.

Including the trademark used by Adi Wang, there are many similarities with Adidas trademark.

So when the netizens thought of Adi Wang as a joke, Adidas couldn't laugh at it.

In the past two years, Adidas has filed a lawsuit against Adi Wang and its dealers in many cities such as Wuhan and Dalian.

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According to the news obtained at present, there are no final finalized cases in these cases, some of which ended in the first stage of Adidas's appeals by P.

That is to say, until now, the king of ADI has not yet suffered any substantial blow.

But it is worth mentioning that for Adi Wang, this is a case that can not afford to lose marathon.

In the future, as long as losing a lawsuit in any city, it may mean the collapse of Adi Wang's brand.

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< p > in the face of the aggressive offensive of a href= "http://www.91se91.com/news/index_f.asp" > Adidas < /a >, can Adidas only take defensive measures at home? Obviously, this is not the choice of "Wang".

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When p opened in 2011, people saw the sign of Adi Wang in the NBA arena. If it was taken for an analogy, it would be like that when Feng Jie boarded the stage of CCTV Spring Festival Gala.

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< p >, so when Adi Wang appeared in the NBA arena, in a sense, it had the same status as NBA official sponsor Adidas.

In addition to increasing brand awareness, this position is more important because it may have a subtle impact on domestic lawsuits.

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< p > < strong > Adi Wang is not simple < /strong > < /p >.

< p > Adi Wang, a brand of grass roots born in the first place to imitate famous brands. Although it is a cottage brand after all, with its unique and basically cost free cottage marketing, it has gained incredible popularity in a very short time. It is undoubtedly thought-provoking.

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< p > brand like Adi Wang, its main consumer group is concentrated in two or three line cities. These consumers do not have a high degree of awareness of the brand, and Adi Wang has a larger price advantage than other brands because of its low price.

Reporters also saw from the official flagship store established by Adi Wang on Taobao. The price of the brand's sports shoes is mostly 150~200 yuan, which is much cheaper than the well-known domestic brands sold on the market.

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< p > for Hou Lidong's "spoof" a href= "http://www.91se91.com/news/index_s.asp" > marketing < /a >, she also understands.

In his view, some smaller brands such as Adi Wang will not invest too much in marketing because of their limited capital and strength.

"I admire the Min businessmen very much."

Hou Lidong admits that although Jinjiang has gathered quite a lot of sports brands, there are basically its own brand positioning and marketing practices, and the major manufacturers are basically at peace, which is not common in other industries.

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< p >, therefore, it is also a marketing realm to entertain consumers and entertain consumers. The resulting "matching effect" will undoubtedly greatly enhance brand awareness and reputation.

When we review the classic marketing case again, "imitation + innovation" is perhaps the most deserving of our marketing model. For example, Tencent has been imitating, but it has been innovating.

Perhaps 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? < /p >