In The Face Of The Saturation Of The Mainland Telecontrol Shoe Market, How Can DADA Kill A Blood Route?

From the minority

DADA has been in the mainland market for nearly a year. How is the street culture brand with a large number of loyal fans? How can it prepare for killing a street culture in the face of the saturation of the mainland's telecontrol shoes market?

In September 2015, the trend brand DADA Supreme (hereinafter referred to as DADA) from New York announced its return to China in Shanghai.

This brand, founded in New York in 1995, relies on boldness.

And creativity, dumping heroes.

The players they sign are either personalities or bad boys. It seems that only in this way can they show their brand characteristics.

DADA has had high gloss moments. In 2002 NBA Philadelphia all star game, Francis passed a lot of defensive players' passing, Webb's record of striking and striking, and the sparkling C-DUBBZ mirror shoes.

Subsequently, the joining of "crazy man", "the hot wheels" of those Chinese fans, overturned everyone's perception of sports shoes.

Then DADA joined hands with Karl Malone to launch the "4th quarter".

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However, this brand of personality is at a low ebb after the climax. With the retreat and decline of the players, and the internal problems of the brand itself, DADA has entered its quiet period.

At the end of 2014, Jiang Fengnian, chairman of the former Sina, took the lead in DADA. He was keen on basketball. He hoped to combine the Internet and make the brand work again. Jiang Fengnian said, "no one has done such a challenging thing, that is what I am most interested in."

Before entering the mainland, DADA chose to test water in Japan and Taiwan.

DADA marketing director Wang Zheng explained: "choosing Taiwan and Japan, first of all, because DADA has a good fan base in these two places, and stores have been kept at the same time. Meanwhile, the mainland market needs time to prepare and research."

In September 2015, DADA officially entered the mainland market. Its brand slogan was: subversion.

What is the specific subversion? DADA did not say that it may be the monopoly pattern of the domestic sports shoes market, perhaps the definition of street culture in people's minds.

In China, street culture has never been recognized by mainstream values. This has given DADA opportunities, but it has also increased the difficulty.

"Many people still have a smattering of true hip-hop culture and street culture. DADA is a brand based on street culture but more emphasis on hip hop culture in street culture. In the process of promotion, it is often hindered by the fact that Chinese consumers are confused about street culture."

DADA content director AZ said.

DADA hopes to replicate the past glory.

As we all know, the foundation of street culture is rooted in grass roots. So when DADA entered the mainland, it did not rush to throw money into active stars. Instead, it expanded its influence by way of cooperation with folk basketball matches.

For example, the 3 to 3 basketball matches and the 3X3 Basketball League of Chinese University, which were jointly built by DV33 alliance, which is famous in Taiwan.

In the promotion aspect, DADA signed the American street Godfather Hot Sauce (chilli sauce) and its street team Court Kingz, during its tour in China, its authentic American street culture and strong infuse football style impressed a group of young fans.

At the same time, DADA also designed exclusive sneakers for Hot Sauce.

In addition, DADA has also launched a number of shoes that contain a deep background. Compared with shoes, the story behind Low Rider locomotive workers and New York porters is more moving. This is also the soil for DADA project.

"There are always some people who ask, why don't you go to do integral shoes like Nike and Adidas. We hope to bring the design of shoes to the golden age of the designer's perfect combination of the appearance of shoes and the technology of shoes and shoes from 1995 to 2005, such as Nike's" monkey claw ", Adidas's" sky foot ", DADA's" wind fire wheel ", Reebok's" honeycomb ", CONVERSE's" oil bag "and so on.

Those amazing designs and impressive nicknames are nostalgic.

DADA content director AZ said.

In the absence of professional endorsement by active duty players, repetition is a more prudent strategy. The second half of the DADA is focused on C-DUBBZ mirror shoes, which was Chris Webb's war boots.

This is also the main selling direction of DADA company, which has already re enacted the SPINNER (Hot Wheels) and 4th Quarter (fourth quarter) that were very popular that year, and these two products have already entered the mainland market before the mirror shoes of C-DUBBZ.

For DADA, one problem may not be overlooked, that is, the selling price, which is also the most direct factor affecting consumers' decisions.

Through the DADA Tmall flagship store, we can see that the main SPINNER currently has 5 color matching, the price is 1199 yuan; 4th Quarter 4 color matching, the price is 899 yuan; the actual combat shoes Hot Sauce 1 sells for 769 yuan, compared with the current mainstream sports brand shoes, this price is at the middle and high-end level.

It is reported that the price range of C-DUBBZ mirror shoes pushed back in the second half of the year will also be 1000-1500 yuan.

Before the size of the brand has yet to match the size of its competitors, the selling price has become a handicap for the promotion of DADA in the mainland. This is also a problem that DADA team is trying to solve now.

Besides price, how to improve the technology content of shoes is another important point of DADA.

DADA has been in the forefront of shape design, but technology is a relative short board.

According to AZ, director of content, DADA hopes to pay more attention to the technology of sneakers. It is expected that new technology will emerge in the second half of this year, similar to the technology of slow shock that is against the Adidas boost.

DADA defines what is being done in China as "cultivating".

DADA has always been a niche brand and has a specific user community. It is hard to say that its direct competitive products are Nike, ADI, Andrew or Lining, Anta, PEAK, but these mature brands are also a problem that DADA can not get around.

They are large, reputable, have a wide base of fans, use their stars' influence and price advantage, and maintain a solid position.

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There is no doubt that the foundation of DADA is the brand and its additional emotions. "After entering the mainland, I didn't expect that so many fans still remember the brand of DADA, and that sentiment has not disappeared."

DADA marketing director Wang Zheng said.

But how to centralize the Limited loyal users and how to further expand the impact are all issues that DADA needs to consider.

DADA has been digging up collaborators in the fashion and subculture fields who are in line with their image and temperament. According to insiders, progress has been made in signing players, and perhaps there will be surprises soon.

Facing the upcoming Olympic Games, its content director, AZ, said that DADA would not miss this opportunity. "We will launch some product design for footwear matching, but the main style will be a relaxed and humorous way and an American style of ridicule to design a series of products that support athletes and events from different countries."

After a series of dazzling crotch dribbling, the ball was thrown back from his head while the opponent was not ready. This is the favorite move of DADA's partner Hot Sauce.

Decades later, the "flying saucer" style is still the classic way for street kids to imitate. What about DADA? What is it going to leave behind?

At present, DADA is still very difficult to answer this question. It is more willing to use "two words" to describe what is done at present.