The Story Behind The Success Of Nike And Adidas

Today's consumers not only attach importance to the functional benefits that products or services bring to them, but also pay more attention to the specific experience that accords with their psychological needs and emotional preferences in the process of purchase and consumption or service, and experience is becoming the decisive factor of product value.

Consumers are becoming more emotional, individualized and emotional.

In this regard, the development of Nike and Adidas, the world's most famous sports goods brands, has important implications for the marketing of relevant industries in China.

In China, a huge sporting goods consumer market, people's demand for shoes has been changing. From ordinary sports shoes to international brands, to limited edition, player edition, Signature Edition and so on, the whole consumer market is gradually fragmented.

This April 14th is very important for many fans. A Kobe retirement game is underway. Fans are sitting in front of the TV to watch Kobe's last match.

It can be found that a lot of Nike fans paid tribute to his idol to wear the Nike Kobe XI basketball shoes that they bought in advance.

As Kobe retired, fans bought Nike Kobe series shoes as souvenir, so that Kobe shoes in the market were looted.

The phenomenon of "robbing shoes" can not help reminiscent of the scene of another sports goods giant Adidas released Originals NMD in March 17th this year: queuing up, buying goods out of stock and selling high prices.

Nike (Nike) is the sports brand that occupies the largest market share in the world. It creates great influence through cooperation with the world's top athletes. At the same time, it also shortens the distance between sports and mass consumers, and creates the concept of integration of fashion and sports.

The youth market has always been a battleground for the sporting goods market. Nike is no exception. It is the primary breakthrough in developing the market.

Young people love sports, respect for heroes, strong sense of chasing stars, want to be valued, active thinking, imaginative and full of dreams.

Nike signed with sports stars whose image health and personality characteristics are outstanding, such as Michael Jordan (Michael Jordan) and Andre Agassi (Andre Agassi) and so on. They become Nike's leading role in communication.

Let consumers associate themselves with celebrities, thus establishing a link between consumers and brands. The image of Nike's spleen image is deeply rooted in the subtle changes.

In my heart.

Brand marketing in any field is inseparable from the analysis of consumer psychology.

Similarly, whether it is Nike's Kobe series or Adidas's NMD, the hot selling of the two is related to the psychological control of consumers in the marketing process.

A pair of shoes of one thousand yuan or so is being fired to more than three thousand yuan, which is worth the credit of the consumers.

At that time, because the sale was too hot, the purchase of NMD needed to be registered by ID card, and only one pair per person was purchased.

According to the news of purchasing and cattle, the price of this shoe is "not normal". The three thousand or four thousand increase is normal, and the highest price has been sold to 9999 yuan.

When Adidas pushes new products, there are two main strategies: first, to tell stories and history, and two to create full topic.

The focus of these two strategies is people's deep feelings towards past, idol, star and so on.

In the marketing of Adidas NMD, the selling mode is still scheduled.

ADI officials released 3 advance news on color matching ahead of time: in the Chinese market, consumers can only buy through official website balloting and on-site registration.

This news gives consumers the impression that "one shoe is hard to get". This news has done a lot of work for its massive entry into the market, and has successfully created a topic of conversation, which has aroused consumers' concern and prompted it to buy impulse.

Before NMD was released, released and entered the sale, the dealer took different strategies: presale, draw lots, limit, online and offline differentiation.

Marketing rhythm is highlighted.

There is a theme in the whole process: hunger marketing.

Then, at the launch site in March 17th, the issue of consumers who could not buy shoes was caused by a shortage of stores, which triggered a new round of hot debate.

After the new color comes on the market, the topic of this pair of shoes is "can't buy" and "where to look good."

For many consumers, even if they can not buy or feel ugly, they are still happy to compete with each other because they are worried about missing.

。

This psychology has a noun in marketing, called "missed fear", that is, follow suit.

Remove it

Besides, the star effect has also played a great role in the process of brand communication.

For example, before the launch of new products, Adidas usually produces special items for stars, detonating the market through star effect, spreading from niche groups to market popularization.

Edison Chan, Eason Chan, Andy Lau, Wu Yifan, Li Chen and others all passed through these shoes when they hit the shoes in the domestic entertainment circle, which increased their exposure in the early stage of the sale.

Topic is the magic weapon of the fashion industry. Enterprises should make good use of the star effect and the public's psychology to create continuous topics, which will arouse consumers' attention and improve the exposure of products.

Today, in the face of fierce market competition, we want to get long-term development in the business world.

The most important factor for consumers to buy Nike and Adi shoes is brand.

When it comes to buying sports shoes, most people will unconsciously consider two brands, Nike and ADI.

Compared with other sports brands in the market, most consumers will still spend money when the price is very high.

Nike shoes and Adi shoes give people the first feeling of comfort.

Speaking of Nike, people are most familiar with its air cushion technology.

Nike's air cushion has always been the main configuration of its sneakers. Its main types include Air-sole, Air max and Zoom.

The Zoom air cushion is most commonly seen in Nike high-end sports shoes. It uses elastic fiber stretching effect to keep the shape of the air cushion evenly. When the force is applied, the feet will be provided with shock absorption and feedback quickly, and the comfort will be greatly improved.

Nike's counterweight is Adidas's adiprene+ and adiprene shock absorbing adhesive technology. The former emphasizes rebound, and the latter emphasizes slow shock. Its latest boost technology has also become a good choice for sports enthusiasts.

The importance of technology makes Nike and ADI's shoes form their own unique brand identities.

Although in the same field, the positioning of the two is different.

Nike's positioning emphasizes individualization and trend. Its main consumer groups are those who are young, have purchasing power, enjoy sports, love fashion and pursue leisure.

Adidas pays more attention to market segmentation, and its three different series are located in different groups, offering different sports styles to deeply cater to the current sports fans' preferences.

Remember: brand positioning accuracy has immediate effect on product marketing, which is the first step in successful marketing.