Adidas Sells Crazy Stan Smith Magic Weapon

From Stan Smith to just launched Adidas Originals NMD,

At least successfully detonated 4 models.

。

Is it simply "hungry selling"?

Stan Smith this pair of white tennis shoes has become Adidas's star product in the past two years, and is not the dominant trend of fashion trend.

Even if you may know, what kind of "cold apathy" and "what?"

Revival, but Stan Smith just happened to catch up with too many white shoes and CONVERSE All Stars is also white. Why not so good luck?

Young people's pursuit of Stan Smith does not stem from history and classics.

This pair of shoes has been published for 52 years.

In 1971, Adidas found Stan Smith, the top ranked tennis player in the field, hoping that he could cooperate with himself in holding the white leather tennis shoes.

Seriously, when Smith retired in 1985, the young people were not yet born.

In 2008, Adidas joined Stan Smith in the Adidas Originals brand product line, and its sales volume has been 40 million so far.

But it broke the life cycle of commercial products and became popular again.

The sales volume of Stan Smith2014 has reached the total of the previous 3 years, and from this year, the green tail tennis shoes become the latest favorite in the trend website and fashion magazines.

Pedestrians from all walks of life can be seen everywhere.

This wave is also spreading in China.

"Stan Smith is not a spur of the moment, we have made promotion in all channels."

Adidas global marketing director Jon Wexler unveiled the company's first attempt to detonate the pair of sneakers in an open event.

If you pay enough attention to the trend area, this year's several "explosions" seem to come from this German company.

Not just old shoes, but a pair of all white Ultra Boost running shoes, YEEZY Boost series that are working with Kanye West (this person's name is second only to Jordan in the field of shoes), and Adidas Originals NMD launched last month, which will soon be sold out when it comes to the store.

Second hand shoes market, they even sell more than 3 times the price tag.

How much energy did Adidas spend on sports shoes including Stan Smith?

1, the popularity of Stan Smith, in fact, they did these things.

Adidas stopped the supply of these shoes for the first time.

Wexler did not disclose the starting time of this measure, and it should be in the second half of 2013.

So in the first half of 2014, Stan Smith was basically out of stock, and the official website of the company even called this shoe for various reasons.

The timing of Stan Smith comeback is also well designed.

In September 2014, at the press conference of fashion brand C line, designer Phoebe Philo wore a pair of Stan Smith curtain call - this is Adidas's arrangement.

They hope this pair of shoes can attract the attention of fashion circles, find a representative with good taste and not so high profile, and preferably women, because these shoes have certain influence on the male consumer groups, but girls didn't like Stan Smith very much at that time.

Adidas made a special section for many celebrities, printing their heads on their tongue, such as fashion designer Jeremy Scott and actor Ellen DeGeneres, asking them to send photos to Instagram.

At the same time, a small amount of Stan Smith has been sold to the market, and some fashion bloggers can buy these shoes and spread them among minority groups.

Eventually, the market is booming, and Adidas will make sure that anyone can buy a pair of Stan Smith, which has gained more room for profit while expanding the communication effect.

2, Adidas also has many classic shoes. Why is it Stan Smith?

The company should have predicted the two fashion trends of "sports shoes revival" and "minimalist style" - in fact, it was nothing new at the beginning of 2013.

Choosing Stan Smith is still a matter of "face value".

Adidas Originals actually the most classic footwear is Superstar sneakers, but it may not be able to cater for the current minimalist aesthetic style. Compared with the Superstar shoes with shell and toe and obvious "three bars" logo, Stam Smith design is simpler.

In March 2015, Adidas also introduced 50 colors of Superstar, though not a topic, but it did not continue to prevails.

For a commercial company, such an effect can not bring stable profits.

3, is it star effect and hunger marketing? I don't need to tell you that!

Don't be excited.

The method of detonating a single product does not escape from "opinion leader guidance" and "hunger sale".

But what Adidas is smart about is that before it detonated, it is sensitive enough to predict the trend and timing, and clear sales and supply strategy after detonation.

After all, all the promotion still needs to be proved by sales figures.

The promotion of Stan Smith eventually brings good results. It is precisely because the company wants to have a quick sale of goods after everyone wants a pair of Stan Smith.

That is the so-called scale benefit.

"For Adidas Originals, it has gained two digit growth for 5 consecutive quarters," Herbert Hainer wrote in its earnings report in the first 9 months of 2015. "It benefits from the huge demand of major footwear such as Stan Smith, which is unpredictable," Originals said.

Herbert Hainer is the original CEO of Adidas.

From this earnings report, Adidas's revenue grew by 11% to 12 billion 748 million euros, mainly driven by Adidas Originals and another Adidas Adidas, a lifestyle brand.

You see, the merit of Stan Smith is not small.

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4, how can we not buy "coconut shoes" is also like this?

The YEEZY Boost series that is working with Kanye West is not exactly the same story.

In February 2015, YEEZY Boost series two products YEEZY Boost 350 and 750 went public.

This shoe has also experienced a limited sale like Stan Smith, the rule of celebrity detonation.

But Kanye West is powerful enough, and Adidas's strategy is to continue to launch the YEEZY Boost series.

The advantage of this is that we can continue to create topics.

Moreover, the YEEZY Boost series does not conform to the popular aesthetic of Stan Smith. If you are not a fashion seeking young person, maybe it will feel a little...

Ugly.

Kanye West has said that this series of sneakers will be available to everyone. In the absence of production technology threshold, the reason why Adidas has not done so is obviously that it is not popular enough.

5, but we can't continue to explode.

The strategy of Adidas has become more sophisticated.

In 2015, Adidas's marketing investment accounted for 14% of total sales revenue, compared with about 12% in 2012.

When it launched the Ultra Boost (running a new technology), it also worked with Kanye West to sell all white Ultra Boost J&D running shoes.

Consumers who can't buy limited running shoes may choose other color matching products of this series.

In December 2015, it also launched a pair of Adidas Originals NMD, using similar methods, which have already more than doubled premium on Taobao.

Many media have predicted that Nike will also launch several jogging shoes in 2016, including the white Nike Cortez in the story of Agam.

Unlike Adidas,

Better at promoting overall brand communication by promoting running and women's fitness activities.

The effect of "exploding money" does not always work.

Because it can not bring a subversive change to the entire brand.

Apart from these single products, Adidas's other products are not excellent at least in design, and its keynote is not as good as Nike's appeal to young people.

In January 18th, Adidas also announced the replacement of CEO for faster development.

But at least, Stan Smith and YEEZY Boost make it a topic of conversation again.