Adidas Spokesman's Route Is Radical. Is This Really Good?

Let's imagine this scene:

As executives of advertisers and sports brands, China will take a list of micro-blog hot search stars when it comes to formulating China's future market growth plan, and is responsible for TA.

The director of publicity said, "just sign me on this list."

Look at the Adidas brand's new China spokesperson in 2017. Maybe this is really possible. After all, from the influence of the market, the entertainment and sports stars on micro-blog and the KOL's strong traffic flow are a fact that advertisers can't ignore.

According to the world clothing shoes and hats net, in December 14th,

At the end of the year, Yang Mi signed a blockbuster spokesperson, Adidas Originals, and announced that micro-blog became the spokesman for its brand new Greater China brand.

The number of micro-blog's forwarding was accumulated nearly 270 thousand times after Yang Mi pferred.

In January 3rd, Adidas announced that Ning Zetao and Hui Ruoqi officially became spokesmen for Adidas brand Sports Performance.

In May 31st, clover announced the signing of micro-blog's deer Han as the spokesman for the brand image of Greater China.

In June 19th, another product line of Adidas Adidas Neo announced that Di Ali Gerba formally joined the brand spokesperson family and became the spokesman for Neo's latest brand image.

In November 27th, Adidas neo also harvested a small meat: one of the members of the TFBOYS is the official spokesman of the brand, and won the title of "global youth creative officer".

With the spokesmen of Adidas, Angelababy, Fan Bingbing, Eason Chan, Eddie Peng, Janine Chang, Zheng Kai, Amber Kuo and Lin Yun, it is easy to see that popularity and influence of fans are very important considerations for the German sports brand to choose spokesmen in China.

In particular, this year's new signing of several endorsers is even more popular on social networks.

Including the selection of Ning Zetao and Hui Ruoqi two athletes, not only the importance of their shape and strength, but also more importantly, behind the popularity and exposure of most athletes.

Lu Han became the spokesman for Adidas clover in May 31st.

Adidas in

The endorser route is not only prominent compared with other sports brands developed in China, but also the most radical move compared with Adidas's star endorser lineup in other parts of the world.

Adidas's most well-known foreign spokesmen or image ambassadors, such as James Harden, Harden (Derrick Rose), soccer star Beckham (David Beckham), Messi (Lionel Messi) and Pogba (Paul Pogba), have Carly Klaus (Karlie Karlie) and Kendall Jenna (Kendall Jenna) in the modeling field, and the entertainment industry has the Karlie (James Harden) and so on. Their industry distribution is relatively average, and everyone has strong sports and fashion attributes.

This is closely related to the consumption habits of sports equipment at home and abroad.

When we talked with foreign sports enthusiasts earlier, many people said that they bought sportswear and shoes for the purpose of better protecting their bodies and enhancing their performance during sports. Many people had developed the habit of buying and updating their sports equipment regularly, and also had a sports brand that they used to buy. The replacement of brand spokesmen had little effect on their consumption behavior.

Of course, as sports brands crave new niche markets and are not satisfied with selling products to professional athletes and sports enthusiasts, stars with cross boundary attributes and national influence will come in handy, especially for ordinary consumers who are non core sports groups.

It is undeniable that fans exist in all parts of the world.

Consumers, especially young people, will buy their idol idols and endorsement products on the basis of imitation and support.

Even sports brands such as Adidas, Reebok, Puma and so on have also realized the ability of star and net red "carrying goods" on Instagram, and have been working with tens of millions of fans of large V such as Kendall Jenna, Gigi Hadid (GigiHadid) and Rihanna (Rihanna).

But in China, the trend of sports products towards mass consumption is more obvious.

As a representative of the local sports consumption brand, Lining wrote in the semi annual report of 2017 that he is committed to accurately docking the market and terminal levels to meet the needs of different consumers and speed up the recognition of the young consumers who are expanding the fashion trend.

In the process of robbing young people's attention and purchasing power, the appeal power of sports stars and entertainment stars is obviously not at the same level at present.

Therefore, the top stars of China's influence have become the targets of all brands' fierce looting.

Our previous article (Luhan sports season) once introduced that in 2017, Sina entertainment and Luhan studio jointly launched the second phase of the Luhan sports season.

According to the data released by micro-blog sports, from the July 31st launch to the end of the seven week period, the total number of micro-blog readings was 8 billion 410 million within 55 days, and the short playing video volume between sports stars and Lu Han was 160 million, and the related blog interaction volume reached 48 million 500 thousand times, such as micro-blog accounts of famous athletes such as Durant, Jeremy Lin and Hui Ruoqi.

Lu Han launched the second phase of the sports season and took up a sports fitness craze on micro-blog.

The 2016 Rio Olympic diving women's 10 meter race champion was appointed by Qian, because on micro-blog, Po had a photo of the idol sitting on the edge of the pool, and got the comment of Yi Guan Xi. Finally, he reached nearly 25 thousand forwarding points and 70 thousand points.

Although more and more celebrities are beginning to show themselves in sports or fitness, or set up a "fitness giant" for themselves, sports brands still have no hesitation to choose a more popular spokesperson when they consider their partners.

Some stars, such as Chen Yao and Sun Li, who are already playing brand names for their own sports, are still not as popular as popular brands, as are Yang Mi and Di Ali Gerba.

In early December, "2017 China's most commercial value star list", Adidas's spokesperson position is very close: Lu Han topped the list, Yang Mi ranked third, Fan Bingbing fourth, Di Ali Gerba ranked 11, Angelababy fifteenth, easily closed seventeenth Xi, Eddie Peng twenty-second, Eason Chan forty-fourth.

In the first 9 months of 2017, the income of Adidas (Adidas brand + Reebok) increased by 29% in the Greater China region (excluding exchange rate factors), and sales revenue reached 2 billion 867 million euros.

Among them, Adidas brand grew by 29%.

In the earnings report, Adidas group explained the growth reasons: running, training, outdoor and basketball series achieved double-digit growth. The remarkable growth of clover and Neo also contributed to the overall business.

Although we can not calculate the geometry of star resources, we can see that clover and Neo are important growth points for Adidas's performance.

Sports brand and entertainment stars, especially the matching of young idols, complement each other. It also depends on the fit between brand products and fans.

Among the tens of millions of fans of micro-blog stars, most of them are young people, mostly female.

Fans may not be able to easily buy Zhao Liying's Dior evening dress or Wu Yifan's same Bvlgari ring, but by comparison, they are more capable of wearing the same sports shoes of Lu Han.

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Unlike Kanye West and Adidas in creating a joint venture form, in China, most of the cooperation between sports brands and entertainment stars stays in the stage of product display and publicity. However, the Neo signed the "Wan youth creative officer" title.

At this stage, fans' purchasing power is directly amazing because of the emotional connection between idols and brands.

Earlier reports: Ning Zetao, a sports fan in the 8 million "entertainment circle", has described such a description: "fans who arrive at the scene (Ning Zetao fans) dress uniform, and even if there are no reminders in the group, the vast majority of people are wearing Adidas clothes.

The scene of the Tianjin National Games is a red ADI sea.

The purchasing power of Ning Zetao fans has already been so. What about Lu Han's fans Empire? Will there be more Adidas figures in the airport street after Yang Mi?

Yang Mi wears Adidas sports shoes to attend the new power forum of Chinese film.

Adidas is enjoying the sweetness of its cooperation with celebrities. Another important influence on the market is the intense campaign of dividing up the idols.

Other brands can't ignore this effect.

Correspondingly, sports brands are almost necessities in the resource portfolio of idols.

From the perspective of the two sides, we can see that the top stars in the list of "China's most commercial value stars list" have their own sports brand ownership: Zhao Liying (XTEP), Dongyu Zhou (Nike, non endorsement), Wu Yifan (signed Adidas), Zhang Yixing (CONVERSE), Li Yifeng (Cage), Yang Yang (Puma), Yang Yang (Nike, non endorsement), (361 degrees), and (...)

After the harvest of Adidas this year, there are not enough resources left for other brands of the same class stars. It is hard to predict how much Wu Yifan will get in the "empty window" period.

But behind the billboards that look at the eyes, the key issue of the business is the sports brand which takes the professional sports shoes and clothing products as the core business. What is the future demand of the consumers in the Chinese market for sports shoes and clothing products?

There is still no market in the world that is now comparable to China's growth rate, and such a market is experiencing the pformation of "new retail" and "consumption upgrading".

In the long run, for international brands, they need to consider how to balance the brand strategy in the global and Chinese regions.

In terms of communication, a brand emphasizing sports attributes will give priority to increasing marketing investment that can enhance professional sports attributes in the global marketing strategy.

The most typical one should be Nike.

Since its inception, it has always emphasized that it can provide better products and services for athletes. Its endorser is also the top star athlete in the world. From the perspective of brand and marketing resources input, Nike has achieved the ultimate position of extending the dominant position, strengthening the minds of consumers, and occupying the consumer sports professional brand NO.1.

A few years ago, when the Chinese running market was on the rise, many famous foreign shoe brands (such as Arthur) also adopted similar strategies in brand marketing, emphasizing the professional attributes of products to meet the needs of people with higher runners' professional products.

There is nothing wrong with concentrating resources on the business that can get the advantage.

But when the ratio of input to output changes, that is, when the new market and new demand are changing, the above strategies need to be adjusted, because the investment in the past may become another form of burden.

As a sport consumer brand with the largest market share in the Chinese market, the dilemma of Nike's growth is also a strategic problem shared by other brands with similar advantages and similar resources input.

But now Nike has taken the lead in making some adjustment attempts.

Recently, Nike has worked with many entertainment stars such as Ivy Chen, Wang Junkai and Dongyu Zhou for many marketing activities.

Prior to that, Nike's Jordan brand signed China's "net red" basketball player Guo Ailun.

In the past November, Jordan even achieved marketing cooperation with micro-blog, China's Xiye and cat gods.

In fact, whether Adidas's "flow harvesting" strategy, or the pformation of sports brands that emphasize professional attributes, now shows that in the post mobile Internet era, consumer brands need to adjust their marketing strategies.

Taking into account the reality of the Chinese market and the theme of the consumer market, the demand and lifestyle of the new generation of young consumers in China are different from those of the older generation. In marketing, Internet traffic and online influence will be enlarged to the next line.

After all, the boundaries between sports and life are being dispelled.

In addition to running, basketball, football and so on, the boundaries of sports and leisure fashions may be disintegrated even more with the generation of young people growing up with smart phones.

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