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Learn From Adidas Sports Brand To Impress Women Consumers

2014/5/27 13:55:00 60

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what can make women consumers move to a sports equipment? Is it a sport that can keep their figure, or the style represented by sports and leisure fashion? 
 based on the strategy of deep mining and subdividing the market, < a href= "http://www.91se91.com/news/index_h.asp" > sports brand < /a > has been exploring in the women's market. The theme of brand communication is no more than two demands of "sports concept" and "women's true self". In short, it encourages women consumers to gain self-confidence, beauty and physical and mental spanformation through sports. If an advertisement tells you, "sports dating sister" or "sport social interaction", will it resonate? 
 "social" to break the market segments? 
By the end of February 2013, Adidas launched the omni-directional market activity of "sister's name and all efforts" for female consumers, excavating the concept of friendship and creating the group belonging to them through this shared enthusiasm. P 
 the focus of the whole activity revolves around friendship, sisterhood and group concept. The specific contents include: advertising promotion, public relations promotion, digital promotion and shopping promotion; many nationwide start offline activities, holding fashion shows, showing different styles of products. Over the next two months, the search volume of Adidas's advertising reached its peak. Most of the searches focused on products and new brand ambassadors Hebe Hebe Tian in TV advertisements. Meanwhile, the shop visiting rate increased significantly, and the sales volume of women's sports performance products increased by 40% over the same period last year. 
 "women's category is one of our most important products. After we launched the women's market activity, we saw a significant increase in sales, "said Colin Currie, director general of Adidas group Greater China, Gao Jiali. 
 > "all in full strength in the name of sisters" is Adidas's first localized market activity in China. For the first time, it focused on female consumers, the first independent and cross market activities. In addition, it was the largest market activity of Adidas in 2013. 
Unlike the 2009 "Me, Myself" market activity, P propaganda was only aimed at women training products. Now, for women's sports performance series, cross category products, from fashionable exercise a target= "_blank" href= "http://www.91se91.com/" > clothing > /a > to technology products that can enhance athletic performance, are all involved. In addition, the concept of "Me, Myself", the concept of market activity, is designed globally and then adapted to the local market. 
 focusing on running and indoor sports. 
In 2014 P, Adidas continued to "devote all efforts to the name of a sister", launched the concept of weekend dating as the theme, and encouraged girls who love life and sports to bring their sisters, break the traditional weekend dating way, join Adidas's movement, and have a colorful Weekend Sports Party. 
In order to promote this concept, Adidas launched the new women's TV advertisement, which was starred by Hebe in March, with the theme of "sister Weekend Sports" as the main thread of the story. It brings different sports charm to female consumers, and encourages female friends and their sisters to make full efforts in sports and enjoy the enjoyment of sports in P. At the same time, the "Adidas girls" WeChat public account has been launched. Users can play games, get rich information on weekend sports new content, product information, sports tips and so on. 
In the new p season, the emphasis is placed on running and indoor sports products, which represents the development focus of Adidas women's Sports Performance Series in the Chinese market. 
 "this is the two rapid development in China. For many women who are just beginning to exercise, running and indoor sports are very attractive. These sports do not require special training and are easy to learn. 
 understand local consumers is the key? /p >
 for Adidas, the marketing campaign of "full name in the name of a sister" is successful, and the most important factor contributing to its success is "trying to understand the consumer". 
 in the in-depth investigation of the Chinese women's sports market, the Adidas team interviewed 126 women aged 15 to 28 from 6 cities, and found that they had a special emotional appeal for sports and fitness. They did not simply regard exercise and sport as a place for exercise, but also regarded it as a place where they could socialize with their friends. 
 although the traditional way is to exercise sports as the core and promote women's sports products with a strong physique, but after understanding the needs, thoughts and aspirations of female consumers, Adidas decided to set up another path to attract this subdivided consumer group with the demand point of "social interaction". 
Less than P, consumers who understand the local market are not only the basis of marketing creativity, but also for developing market segments, opening stores, or product mix plans. "When we develop new market segments, it is important to take time to understand the local market and consumers. For example, we saw tremendous growth potential in the northern outdoor category. Based on local climate and geographical conditions, the north is longer than other parts of China in winter, and more consumers like ice and snow sports. Therefore, most of our outdoor stores are located in cities in northern China, "Gao Jiali said. 
 < < a href= > http://www.91se91.com/news/index_f.asp > > Adidas > /a > brand combination. Besides sports performance series, there are women's consumers in the sports fashion series NEO and Originals, but in the future, Adidas has no plan to launch cross brand marketing activities.