Why Can Adidas's Shoes Burn Like This?

March 17th, Shanghai Adidas Nanjing West Road store

　　 Adidas To bring you a burst of shoes, that is, recently snapped up NMD. NMD does not have a long history story of Stan Smith, nor does it have the same design as Yeezy Boost.

Hunger marketing, star effect, though no longer strange to the public, still works.

The listing of NMD is a strategy of gradual volume. When it was launched in December 12th last year, it was sold by lots, but it was very small and still belonged to a small crowd. In March 17th this year, the total number of sales in China was more than 9000 pairs, which drew wider attention.

Adidas officials say it will follow. market Demand continues to be on sale. Those who have not bought this will continue to pay attention and eagerly look forward to it.

The star effect in the Internet age is faster and better. Even without the star aura of Yeezy Boost, NMD has the help of stars. After the first limited release at the end of last year, NMD has appeared on different types of stars including Shawn Yue, Wu Yifan, Yang Yang, Andy Lau, Fan Bingbing and Eason Chan. Did they buy it themselves? How could it be?

In the eyes of CIC consultant Dai Qiaoling, the stars and fashion People wear and match this product with a fashionable label, which is more likely to stimulate people's desire to buy. In addition to the high brand loyalty and fans' sense of belonging to the brand, the star effect of NMD attracts another group of consumers who are buying the latest trend.

Product story is also one of the promotion textbooks.

"For a relatively influential brand, the fry market can start with creating a product story that triggering consumer sentiment. For example, the Lady bag of Dior is a gift from the first lady of France to Princess Diana, and Coco Chanel said," women's wardrobe can not be short of a little black dress ", making little black dress a fashion trend. Dai Qiaoling said.

Although unlike Stan Smith, there are old stories to tell, but NMD claims that the inspiration from Adidas's three classic shoes has been defined as "the moment of innovation" in the classic history "collective memory", which has witnessed the practice of keeping pace with the times.

If all the promotion measures are dismissed as "gimmicks", NMD can also become its own "hard work", that is, the uniqueness of the product itself.

In March 17th, waiting for the crowd outside Adidas Nanjing West Road store in Shanghai.

Yu Mingyang, director of the brand research center of Shanghai Jiao Tong University, said there were four elements in the past, including channels, communication, pricing and products. Nowadays, with the development of network, channels have been highly flattened, and there are not many obstacles to spread. "As long as the pricing is relatively reasonable and the product has its own characteristics, it has the possibility of hot selling."

The pricing of NMD is relatively reasonable. The official positioning of the NMD series is "high-end products", but the price is 1099-1499 yuan, which is not particularly high compared with other styles of shoes. If you can afford it, popularity can be transferred from the small group of stars to the public.

In Yu Mingyang's view, the popularity of NMD shows that it has its own uniqueness. In the Chinese market, quality is more important for products than ever before, and people's attention to quality has been raised. "This is also the reason why" craftsman spirit "and" single product quality "are strongly advocated nowadays.

In terms of the quality of NMD, Adidas has already endorsed itself, and it is also worth noting whether it is the design or the comfort of products.

The appearance of NMD corresponds to many popular elements nowadays, such as "neutral", "minimalist" and "profile". The most widely used NMD's shoe color matching is basically black and white. NMD is equipped with Adidas's most advanced Boost cushioning technology and Primeknit shoe upper material, which makes shoes more lightweight, breathable and comfortable. High quality and low price are everyone's favorite. Whether it is H&M or UNIQLO, every season's cooperation with the designer will be proven to be crazy.

Product quality is also an important reason for deciding whether a brand can be "red for a long time". This applies not only to apple that has been snapped up, but also to the reason why HUAWEI, who pays more attention to R & D, has become a strong rival in marketing millet.

Dai Qiaoling said that exploding money is a facade for the public to brand image, which can help the brand to establish a clearer public positioning. Bursting money can inject new vitality into the brand and create an image that will not only lead to fashion trends.

The same example is not uncommon in the fashion industry. Another typical case is the Celine Kun's explosive package Luggage (smiley face pack) and Trapeze (Qiu Qianbao), both of which became popular in 2010 and 2012 respectively. Celine in the 2011 and 2013 financial reports both highlighted the rapid growth of leather goods business mainly from the success of the signature handbag series. In the same way, in 2014, the drew bag (piglets), which appeared with Gao Yuanyuan, Liu Wen and others, also launched a reputation for Chloe in the Greater China region. Subsequently, the Faye and Hudson series also continued to fire, becoming one of the IT bag of the year.