Adidas Will Pay Attention To Content Marketing

Olin Currie (Gao Jiali): currently the managing director of Adidas group Greater China, leading Adidas group in one of the largest markets in the world.

Prior to that, he served as the senior vice president of Adidas Greater China market and sales. He was mainly responsible for Adidas's overall brand strategy and sales performance in Greater China.

Under its leadership, Adidas has successfully expanded its business territory and has become a strong challenger in the leading position of the sporting goods market.

In July 2007, he began to be responsible for the brand management of Reebok (Reebok), so that the Reebok from Taigu was successfully pformed and integrated into the Adidas group Hongkong region.

We do not create content for content, but arouse our target audience's resonance through related content.

In the first three quarters of 2014, sales of Adidas group Greater China increased by 10% over the same period of exchange rate.

We have provided a driving force for Adidas's sustained growth in China through the constant innovation and popularity of sports performance products and the first-class market activities that can inspire consumers.

Now, we will enter "the road to 2015".

At the final stage of strategic planning, I believe that Adidas is fully capable of achieving all our strategic objectives.

For the Adidas brand, this year was also a fruitful year for marketing, especially in the marketing campaign launched during the 2014 World Cup in Brazil.

For the first time since 1990, the two Adidas sponsored teams have joined the Brazil World Cup finals, and Adidas has become the most talked about and mentioned brand in China's major social media channels.

In Adidas launched the "all in or nothing" marketing activities, the Chinese market has a real-time working team to provide micro-blog update content and interact with consumers.

Take Adidas micro-blog as an example, in the five weeks after the start of the world cup, 100 real-time original content was created, triggering more than 40 thousand forwarding and 40 million browsing, and the number of fans increased by 22500.

Meanwhile, Adidas opened an official account of the world cup on WeChat platform, attracting more than 50000 subscribers.

In 2015, we will continue to invest in marketing.

In February, we launched a three year marketing campaign called "TAKE IT", to show consumers the core of our brand's campaign.

This marketing campaign will lay Adidas's other marketing activities in 2015, including football and basketball.

For example, at the beginning of the year, the latest football shoe advertisement "THERE WILL BE HATERS: is jealous, are you qualified?" in Adidas, it creates a visual experience of noble, arrogant and unruly elements. The theme of "jealousy, you are qualified" shows the attitude of the brand.

1300 hours of online interaction were generated within 48 hours of advertising.

Meanwhile, Adidas's entry into the women's market for third years will further show how women consumers and their "sisters" get more through sports.

In sports fashion series, Originals and NEO two brands will continue to introduce new marketing interaction to show the breadth and depth of Adidas brand.

Digital and social media continue to play an important role in today's marketing world. With the rise of more and more different types of platforms, content is becoming more and more important.

Many media channels are producing content, and enterprises are also trying to create content, and how to stand out from it and become an inevitable challenge.

Yes

For brands, the principle we adhere to is not to create content for content, but to arouse the resonance of our target audience through related content.

Content marketing has created a platform for enterprises to effectively convey brand stories.

More importantly, this creates an opportunity for brands to interact with consumers and play a key role in their lives.

As consumers become more mature, content marketing enables brands to tell their stories in another way.

2014 marketing insights

Every day, we urge ourselves to make progress. This is especially important in China.

Now, you may be the first in the market, but if you don't try to keep up with the trend, you may be left behind quickly.

In the consumer electronics industry, we can see many examples.

The biggest challenge lies in how to navigate in this complex market and to control the market, not only from the perspective of consumers, but also from the perspective of great economic environment and political environment.

The biggest challenge we have overcome has also become our competitiveness, namely, the ability to interpret the market and find the right direction, flexibly respond to the needs and habits of consumers in different places, and adopt different market strategies.