Adidas Tries To Move Closer To Younger Groups And Digitally Change The Industrial Structure.

Thousands of fashionable people have too many reasons to buy a pair of "exploding money".

This trend is driven by stars, but in the end, everyone seems to have found a very personal reason: because many people wear it because it is comfortable because it is cool, because it looks good.

It's not because a star wears it.

Now the sports and leisure fashion market is heating up rapidly, and the future is likely to burst due to overheating.

For Adidas, there is only one question to consider: how long can this grand occasion last?

WZK, a veteran sports shoe store in Shanghai, has hosted a number of Adidas selling activities in the past year, which is also a publicity for Adidas, according to store manager WZK.

"The amount of NMD, the good color and the general public code are gone.

Coconut shoes (Yeezy) sold out, sold out on the spot.

Yeezy's unlimited sale can bring popularity to stores. NMD is one of the main products in the store, and ADI's specialty.

Ultra Boost enjoy a bright black showcase at the entrance of the shop.

People come here.

This is not to say that the influence of Edison Chan, Wu Yifan and Eason Chan is everywhere. According to Zhang long, those who get information from social networks are "sticky, simpler and more economical" than those of traditional magazine readers.

They are chasing one after another fashion, and more people even just hear about what shoes are very popular, and even the stars of endorsement can not be called up.

The answer is: the designer, the spokesman, the first gun to sell the sale -- almost everything that has ever been depressed.

On the day of March 17, 2016, Adidas sold 400 thousand pairs of adidas NMD in the world, taking into account that Nike sold 11 AJ a year in 2015. It also sold 100 million pairs in December. Adidas's anxiety has been greatly alleviated over the years. Otherwise, they will not emphasize this figure in the Quarterly conference.

This day and 40 million are the milestones of the movement trend to save ADI's performance.

In hindsight, it is also the best annotation for Adidas to create a new mode of production, marketing and sale in the digital age.

On this day, the Adidas's Trifolium flagship store in Nanjing West Road, Shanghai was surrounded by more than 2000 people. Many people began to queue up at noon on the previous day.

The sale was later rendered by the media as a headline "accident", not only because of the scene of chaos, but also after the event, these 1099 shoes can sell 3 times the high price.

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Freddy, a commercial photographer who grabbed a pair of grey NMD, was half a spectator in this frenzied activity. On that day, he planned to make a shot of a crowd to Adidas, but "the 80% looks like a cow" has affected the shooting.

"The biggest cattle in Shanghai, (each) called two or three hundred people."

This forced the last sale rule to be changed from first to first served.

Due to the expectation of this scene, Freddy called 5 relatives and friends to help draw lots that day. "To tell the truth, I call my mother and I will be considered a cow."

The same offering takes place in cities such as Berlin, Tokyo, Bangkok and New York.

In March 17th, Taiwan actor Li Anglin queued up at the gate of Adidas Originals store in Soho District, New York, which was originally outside his travel plan, but the atmosphere on the scene infected him.

"The white mother who was in front of me asked me what I was doing, and I joined her in line immediately after I told her."

Li Anglin wrote down his feelings in Blog afterwards, "walking on the streets of Soho, breathing air is a fashion."

24 Han, who was two years old, didn't have much hope for the lottery at the beginning of the store. He first asked for French students to buy and worried that he could not buy it, and he found another two cattle on micro-blog. That day he bought 3 double NMD from France, Germany and Russia, which cost more than 4000.

"Nothing can stimulate me now. Every style I like has it."

Everyone is crazy.

In fact, this is the second official sale of Adidas NMD, excluding 15 new color matching, and different cities have their own limited money.

After the first silent and extremely limited NMD release in the first 12 months of 2015, the Primeknit shoe upper, Boost shoe sole and two odd colored stripes were sent to Adidas, Wu Yifan, Eason Chan and other large numbers of stars by Adidas. In the following months, they wore NMD photos to occupy the social network, and appeared in the fashionable media layout of fashionable people.

Adidas NMD is the abbreviation of No Mad, and its designer, Nic Galway, is vice president of Adidas Originals's global product design (and also one of the people who knows Kanye West most). His works include Y-3 Y-3 Samurai shoes, big heat series, and also participate in the design of the series.

With such a great God endorsement, the media is naturally willing to leave a layout for his new work.

This is the confidence that Adidas did not have two years ago.

Previously, the German sports giant repeatedly lowered its profit target, becoming the worst performing German stock in 2014.

But since the re emergence of Stan Smith, Mr ADI has continued to launch the market's explosions to save the company's performance.

In the past few months, Adidas has sold several new NMD colors and released several pairs of Kanye Yeezy series shoes every week.

Now you can't find any pair of sneakers on the shelf of Adidas's official website, but you can easily find the next sale information at StockX, Flight Club, Hypebeast, etc.

Like other fashion industries, the sports industry also suffers from finding consumers in the digital age and even seeking to find the existence of their own products, thus creating the desire to buy. There are indications that Adidas seems to have done this easily.

The company's momentum of return has been phenomenal: 2016. In the first 9 months of the year, total revenue grew by 20%, of which 31% in North America and second in the US sports market, thanks mainly to the strong performance of Adidas Originals.

Meanwhile, Nike's growth slowed markedly this year. Although the annual revenue of $3 billion 740 million is still nearly 5 times that of the former, people still feel the trend of the tide has changed.

Yu Zhengkai's sports shoe shop Primary can make up about 150 of all shops in Taobao's shoes. He feels the limit of the main store recently.

It's not as hot as it was in the past few years.

"The profit point is shifting, and now we can only pform it into an ordinary amount of money."

Sometimes, when he goes to a shop to pfer his goods, he will find that "everyone's stock has changed from most of AJ to half of AJ and Adidas."

WZK, a veteran sports shoe store in Shanghai, has hosted a number of Adidas selling activities in the past year, which is also a publicity for Adidas, according to store manager WZK.

"The amount of NMD, the good color and the general public code are gone.

Coconut shoes (Yeezy) sold out, sold out on the spot.

Yeezy's unlimited sale can bring popularity to the shops. NMD is one of the main products in the store. It shares a striking black showcase at the entrance of the shop with ADI's professional running shoes Ultra Boost.

People come here.

This is not to say that the influence of Edison Chan, Wu Yifan and Eason Chan is everywhere. According to Zhang long, those who get information from social networks are "sticky, simpler and more economical" than those of traditional magazine readers.

They are chasing one after another fashion, and more people even just hear about what shoes are very popular, and even the stars of endorsement can not be called up.

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This is almost the same as Adidas's relationship with its designer and rapper Kanye West.

Some people know that the American singer who speaks in this position has some people who know his Yeezy series, but more people have only heard of "coconut shoes" fire, but do not know what Yeezy is, let alone Kanye West.

Adidas has today's Kanye West achievements. Of course, he also asks for a corresponding return. After the request for a 5% Commission on the sale of shoes to Nike was rejected, the black singer with 26 million 400 thousand Twitter fans went to Adidas at 10 million dollars three years ago.

You can't get away from the news in the media and social networks: Kanye West announced the election for 2020 years, the US president, Kanye West released celebrity naked MV and Kanye West publicly requested Facebook CEO to help him repay the debt.

"Kanye West's wife Kim Kardashian and her family are the most eye-catching people in Hollywood". Every time Yeezy shoes are sold, there must be a network of Kardashian sisters walking on their feet.

In the spring of 2015, Kanye Yeezy Season 1, which was co operating with ADI, was known as "the most brilliant head row of New York Fashion Week". He even released Yeezy Season 3 and her seventh recording album The Life of Pablo, which earned her popularity.

As for the nineteenth songs in this album, the lyrics are written in this way:

Under such circumstances, the cooperation between Kanye West and Adidas has surpassed the mode of celebrity endorsement brand in the ordinary sense: the singer is not only the spokesperson, but also the designer, the first shot to start the sales war, and the start start key to trigger the trend. Adidas has also been put in the same position as an "Kanye foundrier" to match him.

The popularity of Kanye West for Adidas is like the Viral Video, which is spread by short-term viruses. There are many risks.

"Today's popular retro culture, or Kanye's black culture, we don't know when it became popular, but as Reebok did in the past, we don't know which year it will be out of fashion."

Zhang Long, editor in chief of Digger, believes that the use of trend stars is not lacking in luck. He also remembered that during the period from 2006 to 2006, Reebok also signed many wonderful stars, including hip-hop Godfather Jay-Z and Eddy's rap singer Pharrell Williams. "But at that time, the products sold in the domestic market had not been sold to three hundred or four hundred yuan."

Pharrell Williams is called Philippine Dong. He recently launched a NMD Hu series with Adidas Originals, which is hard to find.

The future of Adidas, which relies on Kanye, is also a bit uncertain.

Similar to the tide brand operation mode, it also means that there is a general problem of tide makers: consumers are mainly concentrated on young men - sometimes Zhang long will laugh at himself in a "monk industry".

However, the cooperation between the two sides is still deepening. In July this year, Adidas + KANYE WEST announced that Kanye will further cooperate with the adidas headquarters design department. The future coconut series will have its own independent store. It is expected that there will be 200 worldwide and the first one in California, where Kanye lives.

And a new round of speculation has begun.

Ibn Jasper, a private hairdresser who has worked with Kanye for twenty years, recently released a mysterious ADI sports pants with the word "Calabasas" on Snapchat and Instagram. Kanye also appeared on public occasions wearing this pair of trousers frequently, which seemed to presage a new line to be released. And Kanye West plans to collaborate with another hot rapper of the United States to collaborate with a new album named "Calabasas", even at this time.

(by the way, Drake is basically a Nike in the US. He has a famous Rap called Jumpman.

)

In the most macroscopic sense, if there is no social network, if there is no such person, without his influence in the social network, Adidas will not be able to achieve anything today.

In contrast, Nike is still a company that sticks to traditional culture: even with designers, it only emphasizes product professionalism, and never contracts with people outside the athletes.

This contradiction also makes most of the Sneaker who are influenced by Nike culture puzzled by the hot phenomenon of Adidas nowadays. They think that the explosive money is "not intending" or even scorned.

Lewis Chang, owner of ALL SH, a fashion shop in Shanghai, describes herself as a "Nike soul."

In his view, those who had the upper half of Thom Browne and the lower part of Yeezy belonged to the "tyrant standard". As for Adidas, he said, "do you look for a row of stars?" in an interview with the shop, Lewis showed me a pair of CONVERSE 1970 "Yeezy" series of Chuan Chuan Bao Ling Cooperation Fund.

Only if this style of cooperation is not that line will it appear white and black ". He uncovers a piece of black adhesive tape on his shoes, exposing Wakubo Rei's red love." but this red is too exaggerated, I paste it up. "

This is what Lewis learned from Eugene Tong, a Chinese fashion stylist.

"Taiwanese people are called small and handsome people. They are not handsome when they do not understand. Everyone is not handsome."

Despite the rejection of the explosion, Lewis did not deny Adidas's professionalism in sports. He did not mind that the fashionable people did not seem to really care about sports technology itself.

"Ultra Boost just came out. It's all right. If Kanye is not wearing it, how many people know about Boost itself? How many people do Primeknit understand?"

He said only part of the truth.

As mentioned earlier, the 6 interviewed in 2016 bought at least a pair of ADI exploding consumers, most of whom were fans of Nike, and no one was listening to Kanye's hip-hop music.

Ren Jiayuan, an American student at Northeastern University, is one of them.

There are 10 pairs of Adidas sneakers in his shoe cabinet. Most of them are in the Adidas official website of the United States in one year.

All of a sudden, there are three main reasons for buying so many adidas' sneakers, except for the start of an internship salary. Two of them are: basketball is not playing too much ("especially in the United States,") and the Boost sole is "really comfortable".

The same situation is very common, for example, the first pair of ADI shoes of tooth Han Xiang is not NMD, but last year he started to exercise, when he started running, referred to the recommended professional running shoes, Ultra Boost, but he would also wear these shoes to go out and work.

According to NPD Groups, the US Market Research Institute, the current sports market is in an unprecedented situation: Sales of various professional sports subdivision categories dropped this year, and the running shoes increased by nearly half.

The actual demand of the market is changing, which gives the chance of low technology and fashionable shoes, but conversely, the brand that can use high-end sports technology in fashion shoes is easier to stand out.

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The latest news is that in order to maintain the current growth, Adidas decided to launch Stan Smith and Superstar with Boost soles instead of ordinary ones at the beginning of next year, and the two one is the long sales shoes of Adidas Originals.

This is actually the same way that Nike put Flyknit technology into all its styles.

The third reason that Ren Jiayuan can buy so many limited styles is because he has a "Dealer friend".

In September 24th, Yeezy 350 V2 was on sale worldwide, but on September 23, Ren Jiayuan wore a pair of limited running shoes that are now frying 878 dollars. She sent a circle of friends: "how can I get shoes before release shoes, the answer is to follow the pace of Xia boss, and experience what is called Niu Li today."

"Xia boss" is an old classmate who has known for more than ten years. Now he is the biggest shoe dealer in Boston market. The 128 pairs of Yeezy 350 V2 sold in Boston are sold by 80 double.

There were foreign media reports, Beckham's eldest son Broolyn received a pair of Yeezy shoes from Kanye on the 16 th birthday and got hooked on coconuts. He once asked "Xia boss" to make a pair of "red coconut", and at last it was too expensive to give up.

Neil Schwartz, an analyst at Sports One Source, describes this situation as Adidas's "31 flavors of ice cream" - but there may be only vanilla and chocolate flavored ice cream available for everyone. If you want to try Mediterranean sea salt / cream pine / raspberry raspberry, you'll have to pay three or four times the price.

"Every time Beijing sends coconut WeChat to row up, it's just like that. I think buying affordable housing is the same."

Zhang Long recalls.

And the circle is bigger. For Sneaker, it can be said to be love and hate.

"Subculture is a contradiction. On the one hand, I hope my culture will be accepted by everyone. On the one hand, everyone will accept that I will not feel cool."

But when it comes to business, Lewis Chang said, "I still want to go into ADI's products, because they look good and sell well."

Then he doubted his original theory: "maybe 30 years later, will we feel old? Will we say that 30 years later, we have to sign a row of acting stars?"

Zhang Long has collected hundreds of pairs of sneakers since the beginning of his senior high school. Apart from Nike, there are many of the rare styles of ADI in the past. What has recently made him feel interesting is that in the past, he wore the ADI shoes he bought. "Not everyone in the industry except me and my friends.

But now everyone can know what it is when they wear out or send photos to the Internet.

Even if it is possible to exclude the man-made trend and to catch up with celebrities, as Adidas continues to release the extreme limit of sports shoes, its actual profits in the secondary shoes trading market still change the core Sneaker circle.

We have recently reported the mysterious change in the secondary market in the past year. The resale market that had been flooded with all kinds of Jordan limited shoe re cut shoes was strongly invaded by Yeezy shoes and NMD NMD. In the last quarter, 7 of the most expensive 10 pairs of shoes sold on the market came from Adidas.