What Did Adidas Sneakers Bring To The Market?

In March 17, 2016,

Listing 8 new color matching NMD series once again pushed the boom to a peak.

This has brought Adidas's huge performance gains.

What triggered the market?

How hot is the NMD series? No matter in Sanlitun village or subway line ten, no matter in the early age of twenty, or at the foot of forty or fifty year old uncle, you can easily see the running shoes with two color blocks at the bottom.

Some of them may not know what this shoe is called, and some people may not wear it as a genuine product.

However, in China, the prevalence of counterfeit goods is also a side indicator of the heat of a shoe: if you sell the fire, someone will make fake shoes, and the more people do it, the more they will do.

Adidas launched its first NMD series sneakers in December 12, 2015, triggering a craze for queuing for shoes on the day of sale.

In the face of serious shortage of demand, the initial price of the original price of 1499 yuan on the Internet instantly doubled several times.

After that, Adidas sold 25 new NMD shoes in three times in March 17, 2016, April 7th and April 28th to keep the series going on.

Among them, the 8 NMD sold in March 17th sold 400 thousand pairs on the same day.

Driven by the NMD series and the classic Stan Smith series, Adidas's total revenue in the first half of 2016 increased by 15% to 9 billion 200 million euros compared with the same period last year, and realized operating profit of 900 million euros, up 51.8% over the same period last year.

How did such a "God shoe" that made Adidas gain both fame and wealth?

Shoes themselves...

With regard to the appearance of NMD series shoes, this issue is different from others' opinions. Some people may fall in love at once, and some may sneer at it.

But in the years when the running shoes are popular, the NMD series should be above standard.

On the other hand, the scientific and technological level of the NMD series is commendable.

It is equipped with Adidas's most advanced midsole shock mitigation technology, boost, which has been successful in many kinds of running shoes and basketball shoes, and has a good reputation among consumers.

In addition, the upper part of Primeknit braided material is highly praised for its comfort and breathability.

On the whole, the NMD series has good appearance and high technology content, so it is a good running casual shoe.

With the dazzling color matching and different styles of high, medium and low help, consumers have more choices.

At present, there are 36 NMD shoes listed on the official website of Adidas.

As for the history and story Adidas gave to the NMD series, it is said that NMD series

Adidas's Micro Pacer, Rising Star, Boston Super three classic sneakers produced in 80s did not cause much response and resonance, because the three pairs of prototype shoes were really lacking in people's interest.

Marketing means red heart: Star + joint name + limit

For the NMD series, it is also clear that Adidas is not just positioning it as a pair of traditional sports shoes, but hoping it will shine more and more in fashion and fashion.

This determines that marketing for this series needs more unconventional ways and means.

Stars have always been an important resource for sports brand competition. They can be both sports stars in professional sports and entertainment stars outside sports circles.

Among the young students in the student group and twenty, the star role as a pioneer of the trend is enormous.

Therefore, before the listing of NMD shoes, Adidas continued to build its resources through its stars. Andy Lau, Edison Chan, Eason Chan, Wu Yifan and other stars continued to demonstrate on the feet, bringing huge topics and attention.

Chinese consumers have always been buying this kind of marketing mode similar to KOL, and the continued wear of a large number of stars after the sale of shoes has also played a role in striking the iron.

In addition to the stars and feet, Adidas is constantly joining the trend brands, stars, artists and shops to jointly launch NMD series shoes, such as joint venture with Footlocker, master mind japan, Nice Kicks and Pharrell Williams.

Although these styles are not necessarily on sale, Adidas has been able to win over consumers of fashionable products while they are frying their shoes.

The other common tactic of the shoe manufacturers is hunger marketing, which is the most effective way for Nike to play. From the earliest Air Force 1, Dunk SB to the signature shoes of Kobe, James and other stars, and then to the Air Jordan series shoes that had been half the sky in the past few years, Nike has similar marketing to almost every available resource, so as to stimulate market demand and stir up hot shoes.

Adidas has adopted a limited sale way to NMD series, providing consumers less than demand in the absence of any production difficulties, resulting in a long row of shops at the time of sale, and even a large number of buyers who have queued up overnight and even one or two days in advance.

The idea of "rare things is expensive" keeps some potential consumers who do not catch a cold, but also join the shoe rush.

Facts have proved that Adidas's marketing methods aimed at the psychological characteristics of young consumers have won a great victory.