Adidas: Frequent Bursting Of Money And Refreshing 5 Tricks To Re Kill The Market

NMD, Yeezy, Stan Smith white shoes... Recently, Adidas, who has been bursting with frequent explosions, is getting more and more stable on the trend road. It is simply to rely on Gao Yan's value to recover the rhythm of the market losing ground. It is time to recognize the old friend again.

1. Adidas's achievements in the new year have been upgraded.

In early May, Adidas group released its first quarter results in 2016: net sales increased 16.8% from last year to 4 billion 769 million euros, setting a new high in group quarter sales.

In the global market, in addition to the decline in sales in Russia and Latin America, Western Europe, North America, Greater China and Japan recorded a strong increase of more than 20%.

Among them, the Greater China region's net sales amounted to 762 million euros, accounting for 16% of the group's total, more than North America, becoming the second largest market after Western Europe.

The performance of the Greater China region in the first quarter is a continuation of last year's rapid growth.

2015, China's net sales amounted to 2 billion 469 million euros in the whole year, accounting for 14.6% of the group. This proportion is lower than Adidas's two largest markets, Western Europe and North America, but China's 18% year-on-year growth is the highest in the world.

Shortly before the release of the earnings report, Adidas announced in April 27th that it had raised its performance expectations for the year. It thought that the revenue growth in 2016 would be 15%, higher than the target set by 10%-12%.

This is the second performance target raised by Adidas in three months.

Seeing that the situation is very good, Adidas, which has been thrown off several streets by Nike and has been declining in recent years, is finally coming back.

2. no more ridicule. Adidas really killed it

As the second largest sports brand in the world, Adidas in recent years is facing many difficulties in inventory and weak channels.

Compared with the strong growth of giant Nike and Under Armour ("UA"), Adidas's revenue growth slowed down in 2013-14 years, or even declined.

However, this trend has improved significantly since last year.

In the North American market, which occupies 45% of the global sports shoes market, Adidas's turnover is particularly obvious.

The company's net sales in 2014 were 2 billion 220 million euros (about $2 billion 430 million), down 7% from last year, and it was second of North America by UA ($2 billion 790 million).

In the first quarter of this year, its net revenue in North America was 730 million euros (about 830 million US dollars), catching up with Nike ($900 million) and UA ($880 million).

In terms of market share, Adidas has experienced a slight upward trend since last year, according to NPD, an American consumer market and behavioral research firm.

The company's fundamentals have also helped drive Adidas's share price soaring last year.

3. designers are queuing up to help sports shoes change.

Seeing that the struggling sports market is being eaten up a little bit, Adidas is obviously going further and further away from the high-end trend line by crossing the border with designers and launching joint names.

In fact, this is not a new way for Adidas to play, but it has played a more extreme role in the past two years. Y-3, founded in 2001 by Japanese fashion Godfather Yamamoto Teruji, is a cross-border example of Adidas.

In January this year, Adidas announced its five years of cooperation with the former Beatles Paul McCartney, the British designer Stella McCartney, and unveiled a stunning Rio Olympic team in April.

In addition, Adidas and Rick, Owens, printing queen Mary Katrantzoude and other fashion red men have been collaborating in the past few years.

4. stars appear with rhythm, how can not burst money frequently?

If you feel that the shoes of professional designers are slightly colder, then the title of artist designed and Adidas, which uses fans' economy, really makes one after another.

Last year, coconut shoes Yeezy Boost, which cooperated with Kanye West, went on sale in the world.

In fact, the "kan Ye" was originally a strong fan of Adidas, a fan of Nike.

Originally signed up for Nike, he wanted to make a big fist, but in the five years he launched two coconut shoes and could not enjoy the dilemma of sales volume. Finally, he finally broke up with Nike in 2013.

After joining Adidas, the great rap rappers, producer + crossover costume designer + yuan yuan Kardashian's husband can spare no effort to hold the red series, not only on Grammy's shoes, but also to promote their wives and sister-in-law to increase the exposure rate of shoes.

The sale of coconut shoes also confirms Kanye's intentions.

According to the trend website Highsnobiety and the information website Campless, which provided the shoes data, the most valuable list of shoes in 2015 was released. The first place is Yeezy Boost 750's Triple Black color matching, and the price is as high as 1876 US dollars.

The most striking thing is that in this list, 6 of the top 10 are the star series.

Also popular by celebrities, and our national street shoes, NMD.

At the end of 2015, NMD began to sell, but only a handful of buyer shops were available at that time, and at that time the popularity was not too high.

After the big stars such as Andy Lau, Eason Chan and Shawn Yue wore out, and the new spring and summer NMD was sold in China through official channels, NMD exploded the craziness rush since March this year.

Adidas seems to have tasted the sweetness of celebrity effect.

In March of this year, Adidas invited two online red YouTube beauty make-up men Amanda Steele and Duan Zi Marcus Butler to participate in the brand Neo "Cloudfoam" advertising shooting. These two websites have 2 million 850 thousand and 4 million 420 thousand YouTube subscribers respectively.

5., repeated cuts are not enough.

Retro nostalgia is popular and cutting the classics has become another opportunity to create explosions.

Taking advantage of the "sports shoes revival" craze, in 2014, Adidas re launched its Stan Smith and launched a new wave of white shoes.

This shoe was designed in 60s of last century by Adidas Stan Smith for tennis stars. It is the first pair of signature sports shoes in history, so far it is the best selling single item of Adidas, with a total of over 40 million pairs.

However, Adidas may not be satisfied, but also wants to play tricks on this classic shoe:

For example, Stan Smith, which recently launched a small black shoe version, sells for 89.95 euros.

In February of this year, Adidas Raf Simons also renovated Stan Smith and poured some new trend elements, such as the introduction of a variety of color versions, and changing the three rows of small holes on the side of the shoes into the first letter "R" of their own names.

In addition, another Superstar, the originator of little white shoes, has been completely Annotated: it is still very simple, but more colorful.

In order to welcome the birth of Superstar 45th anniversary, the American singer and trend pioneer "Fei Dong" - Pharrell Williams designed the Rainbow Series "Supercolor".

This shoe sold 15 million pairs in 2015, that is to say, if it was calculated at about 100 US $for each pair, Adidas earned $1 from every 10 dollars earned last year.

It looks like it's a good job.