Adidas'S Breakthrough Marketing Mode: Single Product + Explosive Money

The noisy, the ups and downs, the moving music, the host's passionate introduction, the flush of fireworks and lights.

The real magic performance is often only for a moment, whether it is to let Statue of Liberty disappear or to "cross" the Great Wall like Laoshan Taoist priest.

The more impressive the magic shows are, the more often they are bombarded with super long public opinion. These are the foreplay and the cover up to conceal the magic intentions.

"For Adidas Originals, it has achieved two digit growth for 5 consecutive quarters," led.

14 years of CEO Herbert Heiner wrote in the first 9 months of 2015, "thanks to the huge demand for major footwear such as Stan Smith and NMD.

Adidas's revenue grew 11% to 12 billion 748 million euros.

Just as the outside world did not expect Haina to be outraged in January 2016, in the face of more than 2 years, ADI has made one after another marketing magic in 2 years, and the attention of consumers has been completely attracted.

As we all know, the more gorgeous stage performance, the more the cover up, the more suspense foreplay, the more let the high tide surge.

Explosion, competition in technology and fashion

In February 2015, New York

In the evening, rap singer Kanye West released his first fashion product series with Adidas, known as Yeezys.

Series, and more consumers prefer to call it "coconut shoes".

Within a few minutes of the release, 9000 pairs of 350 coconut shoes were sold out in the US, and the average price of the resale points was $1500, and some scalers were 5 times the bid price.

But this series of glitzy sales results has made ADI's real intentions obscure.

At this conference, Kanye, who had spent 4 years in Nike with his Air Yeezy product line, indignantly told him that he had come out of Nike and joined her rival ADI's original intention: Nike restricted my creative freedom and didn't give me the chance to grow up, and Adi made me realize my dream.

In fact, this discourse also exposes the difference between Nike and ADI. The former pays more attention to the content of science and technology, while the latter is gradually moving towards the fashion field.

At least on coconut shoes, this leather suede high priced sports shoes with a pair of zippers and patented elastic soles made from spacesuit foam are not concerned about the technological content. Consumers' comments are more focused on "it is very similar to Star Wars props."

This is only a little performance of Adidas, the German sports brand, the millennium of sports shoes, and the impact of Nike's American bigwigs.

And the way of launching the attack is not the full charge of the whole product line. ADI chose a smaller angle, using the way of single product + explosion, bypassing the "Nike's defense line" of heavily defended defense, and using the fashion concept to directly tap the new market vitality from the edge of the map.

Not only is hunger marketing, foreplay is a technological activity.

From Stan Smith to the newly launched Adidas Originals NMD, ADI successfully detonated 3 sneakers in more than 2 years.

And in the perception of the outside world, ADI always seems to be starving marketing with a small supply shortage.

In media coverage, in March 15th this year, consumer rights and interests such a special node, Adidas released the NMD sales strategy in China, in some stores on a "first come first served" way to limit the sale.

Second at noon on the day, people began to queue up in Nanjing West Road, Shanghai. In the evening, due to the large number of people, Adidas cancelled the sale of Nanjing West Road store.

Subsequently, the Sanlitun store in Beijing also cancelled the sales plan.

On the 17 day, the 15 NMD price has risen to 2500 yuan to 4000 yuan in the non official purchase channel.

The original price is between 1099 yuan and 1499 yuan.

This scene is quite similar to the scene of iPhone's new start day in early years. For this mode, the industry will usually use "hunger marketing" to simplify narration.

In addition, the news of the Nike Innovation Conference held on 17 and 4 years and the 11 new shoes announced at the meeting became dim.

Only limited purchase is obviously not enough to hold red NMD, and if ADI always applies this trick to new sports shoes, it will also easily annoy consumers.

In particular, the frequency of the 4 paragraph in 2 years is too high. How did ADI do it?

Foreplay, foreplay, foreplay, important way to say three times.

In the whole process of Adidas, it is easy to see that it is a super forehand player, and every time it brings different surprises to consumers.

In the first battle, ADI chose the way to make an old product comeback and test the water.

Stan Smith, which was launched in September 2014, is the first attempt of Adidas.

At that time, ADI, in fact, had already fallen into a state of war, especially in its most valued American market. In 2014, ADI lost the market share of the US shoe market by second, and was surpassed by its prestige group, such as Tim pailan, fan and North.

This is a compelling change.

Stan Smith is not a new model, but a sports shoes with a history of 50 years.

This pair of white shoes is named after the tennis star Stan Smith, who won the two grand slam in 1970s.

Since then, the shoes have sold 40 million pairs.

Choosing it to be the first hit, ADI is very good at heart. This ADI shoe, which has been selling well in history, is the first signature sport shoe in history.

Can you tell stories? No! It takes time to create "despair".

The comeback of Stan Smith will bring about countless memories and tell a lot of good stories, which is the most important trigger point in social marketing.

As a matter of fact, it has not failed to meet expectations. In the eyes of the outside world, the red explosion of this shoe is a good story.

A brand story that is the same as shoes.

But the fact is not so simple. In addition to increasing fashion elements in the process of remaking, ADI has done a lot of homework behind it.

Jon Wexle, the marketing director of ADI, said in a media report that she had taken 5 steps: the 1. no longer introduced new products, "cleaned up" the market, 2. launched the fashion show skillfully, 3. asked the stars to put on this sneakers, 4. provided the limited edition to the ordinary consumers, and 5. made the market crazy, "2.".

The simple 5 part play of the foreplay is not simple.

In foreplay, the key to the incident is not even hunger marketing, but a desperate marketing.

The first step was the 2012, and the comeback show was September 2014.

This is 2 years old, enough to make the nostalgic consumers feel hungry, and with a "desperate" mentality, and after that, the long planned Adidas rhythm began to grow faster. After the fashion show ended 6 months later, the discussion on this kind of shoes basically disappeared.

But it also creates hunger, and the custom is only worn on the stars' feet.

For a while, Marc Jacobs appeared in fashion week street wearing Stan Smith; Beckham used a pair of small white shoes and a light grey hat hat to wrap up a whole story; the top five of the global supermodel ranked "big cousin" Liu Wen wearing Stan Smith everywhere.

The star has been familiar with this way.

The topic of Stan Smith is again flooding the social network.

At the moment, ADI began to offer limited edition shoes to fashion bloggers. Bloggers themselves are the opinion leaders of ordinary people, and this not only detonate the topic, but also let ordinary people know that they will have the chance to have such a shoe, whether it is nostalgia, chasing stars or fashion.

More importantly, when Stan Smith, which has already been overdone, appears in front of consumers, it is different.

In itself, its classic design, concise appearance plus the characteristics of Joker is the key to choose it to enter the fashion field.

Finally, it is also changing when it comes to selling to everyone. For example, in 2015, Stan Smith launched the style of horse hair, and the little green of the back turned into blue horse hair. The color saturation was very strong, and it was more easily loved by young people.

So the fashion trend website Highsnobiety gave a high evaluation of its "casual pants and trousers".

However, even if it is on sale, consumers still have a sense of hopelessness. They are always out of stock and will make this shoe even more valuable.

In fact, after such a "toss", Stan Smith is no longer a sneaker.

Rival Nike is still fluttering in the red sea of sports and technology, but ADI has entered the brand-new blue ocean of sports fashion.

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Repeated tactics, non repetitive added value

At the end of the battle of Stan Smith, ADI played the most important role in the personalized fashion demand. Through the introduction of the "Stan Yourself" campaign to the fans, it provided three different color matching, while the buyer could change the Smith head on the original tongue to her own, Stan Smith Smith not only continued and continued to detonate the topic through the word of mouth of ordinary people on the social network, but also really made herself different, and the classic style was also full of blood resurrection.

In the following Yeezys and NMD marketing, star wars, starvation marketing, personalization and other methods of war are coming on stage. For example, when NMD was launched in Europe last December, Eason Chan, a spokeswoman for the ADI China region, helped all of the celebrities such as Wu Yifan, Shawn Yue, Fan Bingbing, Andy Lau, Deng Chao and Chariene Choi to wear NMD shoes on the show. Many micro-blog fashion bloggers also appeared in front of this NMD.

At the same time, during the sale period, in the Chinese market alone, ADI claimed that it only sold about 10000 pairs, a total of 25, and was sold in 20 main cities in mainland China, such as Beijing, Shanghai, Guangzhou and Chengdu.

And Adi "pre judgment" will be very hot, so the purchase of NMD needs to rely on identity card registration, and each person is limited to buy a pair, at present only to support the store purchase.

Besides, it is not enough to continue to stimulate market demand by performing similar foreplay, but consumers may be fatigued by too many frequent starvation marketing.

Many people claim that ADI is still using the way of storytelling in NMD, and a well-known advisory body leader called NMD a product: "for a relatively influential brand, the frying market can start with the creation of a product 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.

On the surface, NMD seems to be the same. Despite the long history of Stan Smith, the salute that combines the characteristics of the three classic sneakers seems to evoke memories of consumers.

But it is clear that if the money exploding magic is always replayed, the effect will only get worse.

There is no such problem in NMD.

The key is that this time, ADI gives NMD the added value, which is actually not a sentiment, but a color matching.

Before the NMD listing in March, the Chinese market sold 3 NMD with different colors through lots.

This is a preheating strategy, but it is more important to note that, including the original color matching of red and blue, there were 15 color matching shelves on sale in March.

For a long time, adidas shoes are left to consumers' black and white memories. The "Color Revolution" is actually a killer of this movement from the sports circle to the fashion industry.

By the way, many people began to ridicule the NMD after their debut in March: it doesn't matter if you can't buy NMD this time.

Then there are different colors.

You may not be able to buy it.

For users, it is not black and white, but the colorful shoes will give you a different sense of existence, which is both sporty and fashionable.

This is the difference between the Stan Smith and the coconut shoes of the modeling line.

Honing foreplay techniques, subversive "Color Revolution"

If ADI is only regarded as a foremaster of marketing, he may be exactly what ADI wants.

Hiding your real changes in the foreplay of dazzling gods can better subvert opponents.

This is the best way for magic masters to hide their faces.

First, the design is quietly trial and error.

The color revolution, which has attracted much attention on NMD, has long been operating on ADI.

Obrien, senior director of Adidas, said, "we want to try more colors, because color is the pronoun of emotion".

Just last year, Obrien pushed a purple canvas shoe Ultra Boost.

She joked that I was almost thrown out of the window, but it turned out to be a big sale.

According to the survey, 85% of the customers will consider the color problem when choosing products.

The survey results led to ADI moving from black to white.

In addition to changing the surface color, ADI is thinking about combining all kinds of fashion elements. For example, in 2014, Adidas sold 800 dollar pairs of sneakers with Gothic Rock designer Rick Owens. Owens is the Dark Lord of senior men's clothing, combining his strange shape shoes with sheepskin.

This shoe, which can only be summed up in the eyes of many people with the word "ugly", is sold as well as the coconut shoes, which are also rated "ugly".

Two is to continue to increase the level of technology.

But unlike Nike's high-tech shoes, the technology content of ADI is not only reflected in the comfort of users, but is trying to integrate into fashion, such as Adidas's patented technology Boost damping technology, which is considered to be a great success in 2015 against Nike Flyknit technology.

But instead of relying on technology itself, it was through fashion, especially by Ultra Boost, which was passed by West, almost overnight in Nike.

Even the trend website Highsnobiety jokes in the report: people wearing Ultra Boost to fashion week are more than those who go to New York marathon.

Sometimes technology is not used to display parameters, through the real interpretation, allowing users to experience themselves, often better.

The three is to make personalization the ultimate user experience.

In the plan of ADI, there is a very interesting gimmick that will be applied to the 3D printing technology to make shoes, the ultimate goal is to enable everyone to get their own shoes.

This seemingly very technical vision still reflects the pformation of ADI, from technology competition to fashion competition.

For example, ADI has developed a "marine garbage" sneakers.

It is known that the raw materials are derived from recycled marine garbage. The biggest use of this product is to aim at the personalized characteristics of the users, so that users can wear their shoes more effectively.

And all kinds of printed stars or their own heads on the tongue of Stan Smith, the style of horse hair and the color matching of NMD break through the black-and-white boundaries, all of which are for the same purpose.

Let users not only buy "exploding money", but eventually let "explosion" become "street shoes".

Although the exploding money of ADI may be a specific style, it adds more diversified personalization elements to the user to choose from. The result is that every color matching, fabric selection and pattern design are vertically cut into a small consumer Quan Zi.

And all this is achieved through the combination of various fashion designers and Adi technology elements.

In fact, it also gives an explanation to the desperate hunger marketing, that is, all shoes of the same type are precisely cut into different fans. Even though there is still a shortage of goods in a single small circle, they can also keep hungry while ensuring that there is no saturation in the small circles, which ensures stability for ADI.

Let the explosive money no longer be a popular popular commodity, but become a single person's favorite to suit different consumer needs. From simple functional sports shoes to a personalized fashion maker, it is Adidas, which is used to create a magic show, such as rhythm, feelings and hunger, and the final spoiler. It is also a magic weapon to battle with Nike.

Of course, the choice of such tactics is, to some extent, a helpless way out of the direct competition between ADI and his old enemy, who spent $3 billion on the marketing cost of Nike.

Adidas, who is breaking through, will no longer be a pure sports brand.