Adidas Helps You Pick All Sports Products.

We have written quite a few monthly start-up companies, such as Birchbox, Glossybox and Memebox, which have cosmetics subscriptions. There are also fast fashion clothes monthly ordering companies Le Tote, and even large companies such as this company have entered the market with a monthly gift box of $10.

It is said that more than 2000 companies have been doing this since the first subscription mode 4 years ago.

Not just the last mention of cosmetics and clothing, but also pet consumables, health foods, flowers, and even escape kit.

This is the turn of the Adidas.

This model is called Avenue A, a quarter of 150 dollars, that is, 600 dollars per year, ADI helps you pick out sports shoes, clothing and other fitness products, and send them to you quarterly.

What's in the box is not known beforehand, and women want to be surprised. This is the feedback from ADI.

It is easy to see from this sentence that ADI wants to compete for the female consumer market.

Nike, lululemon and Under Armour are constantly launching products targeting women's fitness groups.

Even the latecomer Puma became more attractive because Rihanna was the creative director.

Last year we talked about how bad Adidas's performance has been, and this year's earnings report has finally seen a rebound.

This is related to the sale of Kan ye and clover, but women consumers do not actually launch more effective moves.

Apart from the problem of mode, let's talk about Avenue A. itself.

The price is 600 yuan US dollars a year, it is not cheap, the products inside can not be known beforehand, and the quality and size of the problem can not be replaced (it is estimated that this clause will make many people retreat).

What kind of group is this service aimed at?

ADI's own view is "those women who are keen on fitness but are too busy to buy things in their own stores".

Here are a few questions:

1.

It is a very personalized product. It does not need a certain amount of time for cosmetics to find out whether it is suitable or not.

As long as the service is not suitable, it is likely to shake the confidence of consumers.

2, one will cost $600 a year.

Does the consumer really care about what is in the box? It is very likely that she will have some special needs and preferences for sports products.

3, sports products are not different from ordinary clothes, but they have different functions.

For example, sports shoes, soft and hard weight, as well as foot type and walking posture, and so on, this is not just the size problem.

And, women say, "we want to be surprised" often means "pleasant surprise" after wearing it, rather than opening it up to be the color and style that you don't like best, and can't replace the dust that has to be put on the shoe rack.

As for the issue of ordering services, let's not say how slow the reaction of ADI is. After four years of ordering mode, we just want to have a "taste of fresh".

For example, Birchbox, the first to launch the order, has laid off about 45 employees (about 1/6 of the workforce) and has stopped its business in Canada.

Fabletics, a sports company, plans to open 75 to 100 stores in 7 years.

Such an example is no longer said.

In general, the biggest problem with ordering services is that the subscribers do not have the power to keep ordering. People don't really want small samples for cosmetics, and what kind of products are really suitable for themselves requires only a few order attempts.

The practice of setting up offline stores is also aimed at attracting more customers -- but it can not solve the essential problem.