Lu Han Became The Spokesman Of Adidas Greater China Brand Image.

According to the world clothing and shoe net, Lu Han is one of the most popular entertainment stars in China.

In 2017, one of China's most commercially valuable star lists, deer Han ranked seventh, and the first business value after 90.

In the Chinese market, Adidas attaches particular importance to sports, leisure and women's markets.

A large number of entertainment stars have been netted in Greater China.

Endorsement, now, Lu Han formally joined in becoming Adidas Originals's spokesperson for the Greater China brand.

Maybe someone will be confused.

Why did the brand spokesmen in China join the "enemy camp" in a flash?

In fact, Puma is also copying Adidas's success in China. Signing Lu Han is the most representative event.

However, many people should have noticed that Yang Yang, Liu Wen, Zhang Yuqi, Liu Haoran and Li appeared in the spokesperson's poster released at the beginning of, but Lu Han did not appear. This has proved that Lu Han and Puma have separated.

And Puma also put another 90 Yang Yang in the main position.

Prior to the formal signing of Adidas, Lu Han had released the relevant signals in various ways.

In February of this year, Lu Han made photos of coconut shoes on micro-blog and Instagram.

In April, a photo of Lu Han's foot Adidas NMD was shown on the Internet. The picture should be recording a variety show in China.

From now on, everything has become logical.

Adidas's strong voice in the Greater China region is mainly concentrated in the two series of Adidas Originals and Adidas NEO.

Zheng Kai and Amber Kuo mainly endorsed Adidas NEO. In the early years, Angelababy and Eddie Peng were also in the array. Now Angelababy has been pferred to the Adidas Originals camp, while Eddie Peng has mainly endorsed the sports series.

The Adidas Originals camp can be described as a big gathering. Besides Angelababy, Eason Chan, Fan Bingbing and Wu Yifan are now joining Lu Han.

In addition, Janine Chang endorsed the Adidas women training series.

It can be said that Adidas is capturing the young audiences in the Chinese market to the maximum extent.

The official micro-blog of Adidas Originals has more than 2 million fans, a lot more than other series of official bloggers, enough to prove the status of clover in the hearts of Chinese consumers.

At half past twelve noon on the 31 day, Adidas Originals announced that Lu Han became a brand spokesperson on official micro-blog. In less than a day, micro-blog's forwarding volume exceeded 2 million 500 thousand, and the number of comments exceeded 500 thousand. Lu Han's personal appeal was evident.

The reason why Adidas is enjoying the entertainment spokesperson is not only to develop the intention of fans, but also to advance early and resist the encirclement and suppression of competitors.

As the so called "gun out of the head", Adidas is very popular in the Chinese market. Many famous foreign sports brands are starting to follow Adidas's marketing model.

In addition to the obvious Puma, Reebok also signed William Chan, and New Balance joined hands with Huang Zitao. A war of "small meat" has started.

The recovery of Adidas has largely benefited from the revival of Adidas Originals, and Stan Smith, Superstar and NMD have become popular products. This has also contributed to the overall performance improvement of the company, especially in the North American and greater China markets.

Now Adidas is still on the rise of its performance. In the 2016 fiscal year, the group's revenue in the Greater China market surged 27.5% to 3 billion euros, and it is gradually narrowing the gap with the North American market. I believe that in the near future, Greater China is likely to become Adidas's largest overseas market.

In the first quarter of fiscal year 2017, the group continued to produce pcripts higher than analysts' expectations. Sales in the Greater China region increased by 30% over the same period last year, though slightly behind the North American market, but it has been able to cover the North American market by a narrow margin in terms of specific sales.

Not just the Adidas brand, even Reebok has recorded an unprecedented increase, which is mainly due to the heat of fitness and the retro wind.

According to group CEO Caspar Rothd, this year's sales growth target will remain in the 11%-13% interval, and the profit forecast is expected to reach 12-12.25 billion euros.

Compared with last year's four increase in profit targets, some analysts believe that Rost's goal is somewhat conservative, and some even believe that Adidas's performance in the next few quarters will decline.

At the end of April, Rothd personally visited Shanghai, which proved Adidas's attention to the Chinese market.

He said in an interview that the potential of the Chinese market has not yet been fully excavated. By 2020, the group will add 2000 new stores on the basis of the original ten thousand stores.

In addition, in 2019, the group will add another distribution centre outside Suzhou and Tianjin.

{page_break}

This expansion is bound to affect the profitability of the group in the Greater China market. Therefore, if there is not enough sales support, he will not be so aggressive.

He also admitted that China's offline retail industry is slowing down and should be cautious about the Chinese market.

Gao Jiali, managing director of Adidas group Greater China, admitted that the strategy of sports and fashion has made Adidas successful in China.

Speaking of competition with rivals, Roth said Adidas first focused on consumers.

Indeed, Adidas's pragmatism has brought itself back to the competitive track.

According to the latest five year plan, by 2020, Adidas will increase sales to $25 billion, just half of Nike's target of 50 billion dollars, and the gap between the two sides is narrowing.

To achieve such a goal, the established idea will not change. Adidas Originals's several explosions still need to carry the banner. For example, the classic white shoes Stan Smith, the shoe sales in the past 40 years have exceeded 50 million pairs of sales, it can be described as enduring.

Adidas also gives data. Compared with functional footwear, Adidas Originals's Stan Smith and Superstar have more market power.

In the US market, sales of Adidas Originals increased by 80% over the same period last year, much higher than basketball shoes and football shoes. It is estimated that the performance of Nike and Under Armour in these market segments should be more prominent.

Dick Johnson CEO of Foot, a famous sporting goods retailer in the United States, recently said that the Stan Smith and Superstar of Adidas Originals have been selling for too long, and the popularity of any product is cyclical. Locker

Adidas, of course, must prevent this from happening.

We must admit that different markets have different acceptability to products, and the US and China will be very different.

Companies are also starting to develop new retro products, but it is not easy to challenge Stan Smith and Superstar.

Of course, under the guidance of sports and leisure, sales of NMD and Ultra Boost and other sports functions are also increasing. This is the key to attracting young people.

Adidas is well aware of the importance of maintaining freshness and exposure, especially in the Chinese market.

The signing of Lu Han and other entertainment stars is to maintain this sense of freshness. This effect does not necessarily appear through advertisements. Social media or TV exposure is highly efficient.

Let's go back to the past and make fashion more popular. Adidas's Chinese business is becoming more and more branding.

More interesting reports, please pay attention to the world clothing shoes and hats net.