Why Does Adidas Keep Attracting Popular Stars?

Lu Han is currently one of the most popular entertainment stars in China.

According to the world clothing and shoe net, Lu Han ranked seventh in the list of China's most commercial value stars in 2017, and is also 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.

In June 20th, Lu Han went to Wuhan to attend the opening ceremony of Adidas clover's new product conference.

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 China to the maximum extent.

Young audiences in China.

In fact, Lu Han has only been a spokesman for Adidas Originals for more than a month.

In the morning of May 31st, a live broadcast of the Adidas Originals official studio made the most unimaginable live broadcast, and countless netizens stared at the countdown cards quietly flashing on the screen.

The countdown card still keeps changing numbers until the countdown begins at 11:27, 1 hours, and the deer head picture begins to appear in the lens. Occasionally, when the camera switches, the deer head screen jumps out and detonated the curiosity of the crowd.

When the countdown is over, the deer head with a sense of future and dreamtime emerges for a long time. Before that, the suspense potential of 4 hours has been brewing, and all the social platforms and Luhan fans have been exploded.

At 12:27, adidasOriginals official micro-blog uploaded the advertising video of "brand new big China brand spokesperson Lu Han" through seconds.

All suspense finally exploded at the moment, and all suspense was finally relieved.

12:27 - 27 points on behalf of Lu Han this year is just 27 years old, and 7 is also the lucky code between Lu Han and fans, the length of live broadcast is 4 hours and 20 minutes - the date of Lu Han's birthday is April 20th.

Countless deer Han fans leave messages on their social platforms, so spoiling their spokesmen, Adidas's "clover" is the first one.

AdidasOriginals official micro-blog issued a spokesman's message for only half an hour, and the forwarding capacity has exceeded fifty thousand.

Lu Han's influence on young fans is obvious. Even the parent company of a live broadcast technology group CEO Han Kun also sighed at micro-blog: "a live broadcast has just ended the most incredible" live broadcast "in history. The whole process lasted for 4 hours and 20 minutes with only four static lenses switching, and no one appeared, but the total number of people watching was 27 million 726 thousand.

What are you playing with? "

The content of the advertising category, "micro-blog", "micro-blog," said micro-blog: "dare to play can win! Mobile video new play, it is as if you dare to play!" similar professional discussions, and the hot debate triggered by Lu Han fans, naturally constitute the two spread of Adidas's "Clover" creative live marketing.

Many advertisers are sob, Adidas "clover" will "live + short video + micro-blog" really played a new pattern, as is the spirit of its advocacy -- with creativity to spark the spirit of originality.

For every advertising marketer, whether live or short video, micro-blog, is no longer a new media channel, but Adidas linked with the creativity of these media in tandem, eventually produced an unexpected force.

In this marketing campaign that ignited the original spirit of originality, the one live broadcast of science and technology and seconds played a key role.

In many live and short video applications, a live / second shot has a natural fit with micro-blog, plus the advantages of the media themselves, which carry a stronger social relationship chain.

Moreover, one live and second shot itself is a recent platform with entertainment circles. The platform has settled in more than 3000+ stars, accumulating more than 2 billion fans (including the number of overlapping fans), and promoting the brand to achieve fission propagation effect in a short time, it becomes a natural thing.

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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.

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.

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.

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