Adidas Defeating Nike Is Not Without Strength.

Last week, Nike released the latest quarterly sales figures. Although Nike's quarterly profits exceeded the expectations of former analysts, Nike's current orders fell sharply. Analysts began to worry about the future business of the company. Investors were more worried about the long-term dominance of sports apparel. Nike's leading edge has been weakened and is facing fierce competition from smart competitors Adidas and Under Armour. The latter two are more professional and cool than Nike.

In the past year alone, Adidas has sold 8 million pairs of Stan Smith and 15 million double Super Star, C C dric Rossi, an investment bank analyst at Garnier Bryan, points out that Adidas is gradually replacing the market share of the market.

Since last year, Adidas has been far ahead of Nike in terms of sales and profit growth, brand exposure and share price performance. It is necessary to know that Adidas was the worst performing sport brand in 2014. It was once negative to stop forecasting the group's sales and long-term profit targets, and how to do it again in less than two years.

In fact, the commonly known coconut shoes in China began in 2005.

The Air180 series launched by Nike, the main competitor of Adidas, was later pferred to its biggest rival Adidas in 2014 due to Nike's refusal to pay royalties.

Adidas has expanded its dot line strategy.

Last month's New York fashion week, Adidas and Alexander Wang jointly launched the 2017 spring summer series to detonate global social media again.

In January 18th, Adidas announced the new appointment of personnel. The CEO Kasper Rorsted Rorsted of Germany's daily chemical giant Henkel group will join Adidas to become the new CEO of the group. The group's current CEO Herbert Hainer has left office last week.

Adidas said that the company has learned from past mistakes, and the company is not concerned about consumer demand. Too static leads to the loss of consumers' enthusiasm for brands.

Stan Smith, driven by fashion trends, started selling more popular in 2015. It is a popular shoe item in the history of Adidas.

Adidas realizes that the original product has gradually lost its attraction to consumers, especially the millennial generation, and product innovation is imminent.

Therefore, in the past year, whether it is to increase the classic brand Stan Smith color matching, and to cooperate with Kanye West to launch limited Yeezy Boots, all kinds of strategies are stimulating consumers' desire to buy their products.

Neil Schwartz, an analyst at Sportsonesource, said: "once Adidas shoes had only a few color matching options, and now a shoe has 31 different styles. Adidas's recovery is inseparable from the growth of millennial consumers."

Now, whether in New York or Paris fashion week, you can see fashion bloggers or stars wearing Stan Smith to participate in the show. Designers Marc Jacobs and Celine creative director Phoebe Philo also appeared in Stan Smith. Beckham used a pair of Stan Smith white shoes and a light grey hat hat to brush up the fashion news layout. The Chinese fashion leader, China supermodel Liu Wen, wore these white shoes running all over the street. This is a very fashionable practice. Now the concept of dress is changing among young consumers, while the communication effect is expanding rapidly, and also has gained more profit margins.

{page_break}

Better than Stan Smith's marketing, it is a more colorful addition to NMD.

Adidas has abandoned the mainstream color matching of black and white ash, injected more vivid colors, and launched the global limit, even if the stars can not buy it.

In order to attract more young consumption, Adidas also adjusts the sponsorship of the team. Last year, it ended the sponsorship agreement of NBA for 11 years, and began sponsoring young athletes such as NBA star James Harden and European soccer star Paul Pogba.

By comparison,

Signed athletes LeBron James, Kobe Bryant and Kevin Durant seem to be no longer popular with younger generation of shoe fans.

Nike will also face increasingly fierce competition in women's sportswear market, clothing sales are still weak and the most popular basketball shoes will be the three severe challenges in the past.

Herbert Hainer will

Most of the marketing expenses are allocated to the six main trend cities in the world, including New York, Losangeles, London, Paris, Tokyo and Shanghai, and NMD and social media for Star shoe sales. The group points out that the business volume of these key cities is larger than that of other countries. If we win the New York and Losangeles market, then the brand will win the US market.

Adidas global sales director Roland Auschel revealed that the world's 50% trend young people live in these key cities, and contribute 80% of the global GDP.

These are the focus of our new plan to cultivate the market.

"Run faster than win."

The former CEO Herbert Hainer for the five year plan for Adidas layout predicts that Herzo is moving towards the world No. 1 sporting goods company.

Herzo is the abbreviation of German Adidas, which is the headquarters of Herzogenaurach.

He wasn't kidding. All the executives were present in the 8 hour marathon race early in group investor day. Herbert Hainer said that Adidas would move the production plant back to Asia, thereby shortening the production cycle. At the same time, according to the trend of the season and smooth sales, it accelerated the creation of Ji Xinpin.

It is reported that the company will test the water with the young brand NEO, so that the brand can break the industry standard of new products within 12-18 months, and shorten it to 45 days.

Future Adidas stores will directly operate production facilities and may use robots.

The group said that customers will get a pair of personalization in 15 minutes later.

It's almost time to enjoy a cup of coffee.

"It will shock the whole industry."

Roland Auschel speculated and pointed out that sporting goods manufacturers will be the first to adopt this new business model in the industry. The price is expected to increase by 20% and the risk of inventory will also decrease.

In contrast to Nike's latest quarterly results, Chen Grazutis, analyst at Bloomberg, pointed out that the decline in Nike gross margin represents the company's more reliance on discount promotions for sales growth, which is a very bad sign for the company.

"We will deliver faster, and we will achieve more fruitful results through our strong control network. We hope that total sales will increase by more than 60% by 2020.

All this requires more stringent product mix, while increasing investment in the market and investment in individual products. "

Hainer added.

Authorities believe that the German sportswear retailer is starting to try to cool itself, and the skills learned from the fast fashion giant Zara will help Adidas achieve sustained profitability.