Why Can'T Adidas'S New Tide Shoes Be Stolen By Many People?

Beijing, Shanghai, Chongqing and other major cities across the country have been queuing up to buy shoes overnight, due to a serious shortage of demand, many cities sold out quickly.

But this is actually a play in Adidas's marketing plan.

The design of sportswear series has been regarded as the biggest challenge in the field of functional running shoes, because it is difficult to establish a sense of difference in function of running shoes, and how to design fashionable tide flu on the basis of comfortable clothing becomes the focus of competition.

Compared with the previous design, this NMD running shoes have higher color and style recognition, and the socks shoe upper is quite fashion sensitive.

Technically speaking, the fully covered BOOST midsole and embedded EVA cushioning adhesive are mainly used to highlight the cushioning performance, excellent soft foot feeling and reduce foot fatigue.

As a result, sales have also gained technical and functional support.

However, from the technical level, each large footwear enterprise has its own technology and its function is similar.

NIKE has EVA cushioning sole.

From the perspective of consumer psychology, scarce and snapping items often exceed the value of the product itself.

Whether these shoes are nice or not, whether they are useful or not is really worth queuing up. Actually, they are not so important. Curiosity is enough.

All the big stars are wearing, so many people are queuing up. This is what ADI conveyed, what we expect: queuing.

It must be good.

"NO MAD" is also MAD, restoring motion orthodoxy.

In order to create a brand in the running shoes market and achieve brand younger, Adidas has created a sub brand Adidas Originals. It is positioned in the image of young people actively and wholeheartedly for the dream. It creates a dynamic and vigorous positioning of the world through color recognition.

NMD is the abbreviation of "NO MAD", which means "no longer crazy, to return to orthodox".

The theme of Adidas's new version is FUTURE, "the past gives the future".

The new advertisement reveals Adidas's sport concept and advocates people to reduce their dependence on car electric vehicle elevators and increase their sports.

In the background of the downturn in sports products industry,

Trying to rebuild the orthodox status of its sports brand.

First of all, celebrities accumulate potential energy.

The way is to try out celebrities and fashion bloggers, stimulate consumers' curiosity and trust, and then arouse their desire to buy.

Adidas

Last year, it appeared frequently at the foot of stars.

When the first NMD was launched in December last year, many Chinese stars wore Adidas's NMD, including Andy Lau, Fan Bingbing, He Jiong, JJ Lin, Wu Yifan, Deng Chao, Zhou Bichang, Zhou Bichang and so on. They only looked at their mindset without asking their age.

The star effect has ushered in full media exposure, which has accumulated enough potential energy in China.

Secondly, limited supply and price advantage accumulate sales potential energy.

The initial sale is limited, and the price is quite attractive. Thousands of dollars can buy a new brand.

At the same time, the scarcity of supply led to panic buying, and then gradually replenishment in different channels to achieve big sales.

Third, cattle intervention led to the two spread of the brand.

When cattle are paid to queue up for shoes, the story of sales is enhanced, and queuing has become a "play".

The official price of the running shoes is only 1000 yuan, and the purchasing price has been fired to four thousand or five thousand yuan.

In this respect, whether the brand is willing to do it or not, at least is what the brand wants to see.

Fourth, the launch time of the first choice is precise.

Choose before and after the spring equinox.

Because the temperature is comfortable in this season, it is easy to arouse people's sports needs.

Traditionally, brand building is usually focused on TV commercials, or driven by the new product itself.

But for today's media fragmentation and the era of social media development, the 90 and 95 consumer groups are particularly concerned with the brand communication effect.

Therefore, it has become the top priority of marketing planning to create hype topics and cross class communication events.

Of course, it is also necessary to pay attention to moderate speculation so as not to reduce the sincerity of the brand.

In addition to technology research and development, Adidas has also fully displayed its innovation in brand marketing strategy.