Adidas Starts Tmall BOOST New Products In Tmall, And Officially Works With Tmall.

In February 19, 2019, Adidas, a global sportswear giant from Germany, announced in Shanghai that Tmall, the latest product UB19 of ULTRA BOOST, the world's most important running shoe series, marks the formal conclusion of Adidas and Tmall's comprehensive cooperation in 2019.

According to the interface news, we have learned exclusively that the comprehensive cooperation reached by Adidas and Tmall in 2019, including Adidas's heavy new products, will start in Tmall. Its online marketing resources will further focus on Tmall, and will actively participate in the innovative marketing activities such as super brand days and small black boxes of Tmall.

In addition, Adidas and Tmall will cooperate in many dimensions such as big data and new retail.

Marc LeRoux, vice president of Adidas's Greater China brand, said: "Tmall is our very important partner, and we believe Adidas is also a very important brand on Tmall. We have similar ideas to change life through innovation, so that more consumers can participate in sports.

Through Tmall's platform, we can make more consumers access to our products.

The UB19 running shoes, launched in Tmall world, are the new generation products of ULTRA BOOST, the most important running shoes in Adidas running products. Tmall's global debut and Tmall's super brand day activities have shown the sincerity of Adidas.

ULTRA BOOST is Adidas's most important running shoe series.

The core of BOOST technology is TPU particle, also known as "energy capsule", which is very soft but not deformed.

The sole made of this granule can be extruded, expanded and rebounded rapidly in every step of running, and the effect is excellent.

The upgraded product UB 19, BOOST content is reported to have increased by 20%.

For Adidas, BOOST technology is almost the fist product of "turning around": the German brand is going through the hardest time before ULTRA BOOST was launched in 2013.

At the beginning of 2013, the UB series was launched, and Adidas's product competitiveness improved. Almost all the data in the earnings report were red.

Turning around around the world, Adidas has been soaring in the Greater China region. The latest earnings report was released in November 2018, the third quarter of 2018. Sales in the Greater China region increased by 26%, and sales growth of more than 20% in the 11 consecutive quarters has become the key to driving the Asia Pacific market and even the world market.

In fact, Adidas and Tmall have been working together for many years. In 2010, Adidas's official flagship store entered Tmall nine years ago, but the German brand's online strategy in the Chinese market did not value "exclusivity".

In the middle of 2018, Adidas and Tmall deepened their cooperation. In September 2018, Adidas first released coconut shoes in Tmall, and sold more than 70 thousand pairs in 12 hours, creating a single day sales record of sharp goods, and this product was eventually selected for Tmall's annual whole network popularity.

Deepen cooperation with Tmall, online resources tilt, help Adidas taste the sweetness.

In 2018, "double eleven", Adidas's Tmall pcript is pretty bright: the turnover of over 1 billion yuan is the best historical result of the brand, and it entered the 1 billion club of Tmall double eleven for the first time, and this figure increased by more than 40% compared with 2017.

Adidas, who has tasted the sweetness, constantly acts with Tmall, including introducing members to open the online and offline membership system, and opening Adidas flagship store in Tmall at the end of 2018.

According to the Research Report on China's consumer goods industry released in 2018 by the operator's financial network, Adidas flagship store is the most popular brand in Tmall's flagship store by the year January 16, 2019.

Nearly 20 million of the number of fans is ahead of Korean clothing homes, UNIQLO and old rival Nike shoes and clothing brands.

Tmall, general manager of Adidas platform operations division, said: "Adidas is, of course, our most valued brand. In the past few years, Tmall has also helped brands do a lot of things.

Tmall covers almost all the sports people, and the number of people who go on sports consumption on Tmall is nearly two hundred million. Among them, the proportion of people under 30 years old is 50%.

Adidas is one of the most important brands in the sports industry. We are very concerned about the cooperation with leaders in every industry, because they know the industry very well, and even push the development of this industry. "

Gao Jiali, director general of Adidas Greater China (Colin Currie) also said that Adidas's first appearance on Tmall's super brand day is just the beginning of the two sides, and there will be more cooperation in the future.

The 2019 event was the first time for Adidas and Tmall to cooperate in the super brand day event. The most important product of UB19 is the world's first start.

At the same time, Adidas also announced the signing of the "super spokesperson" - Deng Lun.

Born in 1992, Deng Lun graduated from Shanghai Theater Academy.

Since the second half of 2017, it has been regarded as a real "bully screen". It includes "Chu Qiao biography" and "Ode to joy 2" and so on. In the middle of 2018, it played the role of Male No.1 in the hot TV drama "one thousand and one nights" and "sweet honey, such as frost".

At the same time, Hunan TV's "Daddy where to go", "I am a detective" and Beijing TV "new the Imperial Palace" three stalls throughout the year, and appeared in 2019 CCTV Spring Festival Gala.

Basketball and high jump are the important complement to Adidas's star endorser matrix, which is in line with the needs of the most important product series.

The name of super spokesperson, together with the official announcement of the most important new product UB 19, also shows the sincerity and importance of Adidas.

After the new year, Deng Lun is the most "sucking gold" in the domestic star market. In a week, successive officials announced the two major cooperation between Swiss luxury Bally group and sports brand Adidas.

Marc LeRoux, vice president of Adidas's Greater China brand, said: "Adidas will continue its current strategy because sport is not only affecting professional athletes, but also a part of life.

Therefore, Adidas hopes to influence more consumers through cooperation with these celebrities, including actors and singers.

Author: Shi Yiying