New Products Are Comparable To Apple's Pre Sale Scenes. Why Is Adidas's NMD So Hot?

Officially launched in March 17th Adidas (Adidas) NMD running shoes caused more than 1000 people to wait in line 24 hours ago.

Starting from the morning of 16, consumers are queuing up for the sale of the new NMD outside the stores in Shanghai Nanjing West Road Adidas sports classic flagship store and Beijing Sanlitun brand center. Around 5 p.m., there was a long queue outside the Nanjing West Road store in Shanghai. The team extended to 100 meters away, and the shop stopped business ahead of schedule. Then the police arrived at the scene to help maintain order. At 9 o'clock in the evening, the store staff in Beijing Sanlitun and Shanghai Nanjing West Road began to register for sale at the scene queue up.

Shanghai Nanjing West Road store is Adidas's only Original in China. Brand flagship store There were also quite a few queues on that day. A more than 20 year old female consumer in front of the queue told the interface reporter that she was informed about the sales information of NMD from Sina micro-blog about a week ago and came to know the situation after work today. Compared with the temporary lady, some well prepared queues brought sleeping bag tents, and the scenes were comparable to the new Apple products.

The purchase of NMD requires registration by ID card, and only one purchase per person. Some cattle that smell business opportunities also participate in the crowd who queues all night. According to a screenshot on social networks, Shanghai's cattle scalpers recruited people at a price of 200 yuan per person. Outside the Nanjing West Road store in Shanghai, the reporters at the interface also saw suspected cattle organizations distributing their lunch boxes. According to a line member at the scene, the purchase price of the pair of limited running shoes has been fired to 4000-5000 yuan.

Although Adidas has not yet disclosed the official price of the Chinese market, but from the foreign official website data, the United States sells for 120 US dollars (about 782.7 yuan), the British price is 90 pounds (about 825.7 yuan), and Hongkong is priced at HK $1700 (about 1428.4 yuan).

The sale of the NMD series of 25, in Beijing, Shanghai, Guangzhou, Chengdu, Nanjing, Hangzhou, Changsha, Chongqing, Tianjin, Kunming, Kunming, Changchun, Changchun, China, Hong Kong, China, Guangzhou, Chengdu, China, Chengdu, Guangzhou, China.

According to a Adidas employee who has not been named, the whole series has sold about 10000 pairs in China. Among them, there are about 1000 pairs of stores in Sanlitun and Shanghai Nanjing West Road stores in Beijing, and the rest of the sales outlets are different.

According to Adidas website, NMD is a sneaker designed for urban jogger. This kind of running shoes combines the design of three classic sneakers of Micro Pacer, Rising Star and Boston Super, and adopts a variety of color modules, not only with classic appearance design, but also comfortable Boost bottom technology support.

The series of shoes were released at the end of last year, including Edison Chan, Shawn Yue, Wu Yifan, Yang Yang, Andy Lau, Fan Bingbing, Eason Chan, Eason Chan, and so on. Chinese celebrities wore this fashionable shoe in public and became another fashion this year.

This is not the first time Adidas has faced such a large passenger flow. In 2015, when the Yeezy Boost 750 and 350 of the three leaf brands were listed, the global fans were also stationed outside the stores with tents, sleeping bags and reclining chairs. They queued all night to buy the fashionable fashion shoes that were working with American rap star Kanye West (Kanye West).

Previously, the classic white board shoes Stan Smith also passed. fashion week And the fashion bloggers show up for the Adidas sports classic called "clover".

Although Adidas always insists on "sports brand" instead of "fashion trend card", at least from Stan Smith to Yeezy Boost, and then to NMD, these products again bring a topic of interest to the German sports brand, and the topic is the eternal treasure of fashion circles.

In 2015, the "Sports Classics" and NEO brands, which were located in sports and leisure, contributed nearly 25% of Adidas's revenue to China, which outgrew its traditional sports equipment products. At the same time, its marketing share of total revenue increased from 12% in 2012 to 15%.