From A To Z, Sports Brand 2019 Is Sinking And Sinking.

The frenzied brand name, video live broadcast and the three big sports executives left before and after. The year of sports brand was not calm. How did the sports brands such as Nike, Adidas, UA, lululemon and Lining live in 2019?

From A-Z, eco columnist Ricki Dai, we will take a look back at the ups and downs of the industry in this year.

A

Air Jordan

The biggest industry news at the end of 2019 is undoubtedly the quarterly revenue of AJ, which broke through the $1 billion mark. In contrast, CONVERSE's revenue in the same quarter of the same year was less than half of that of AJ. Although Yeezy is strong, AJ is also steady.

In the past 2015-2016 years, AJ has suffered a lot of shock, and has also had a AJ 3 OG full line bankruptcy. After that, AJ adjusted its own products and marketing strategies according to the industry trend of sports and fashion. More resources and time were invested in internal cross category Cooperation (such as Neymar) and external cross-border joint names (such as Dior). Compared with the development and marketing of competitive signature shoes, it was relatively shelved.

Facts prove that AJ's strategy is unparalleled. Under the strong wind of athleisure, AJ has completely released its own trend and fashion potential. It has become one of the most successful brands in the trend of leisure fashion and popularity of sneakers. Now, AJ has finally set out to prepare for the signing of shoes.

After melon and Paul are old, and Wei is no longer young, AJ quickly uses powerful resources to produce Zion+077 combinations (of course Zion does not seem to be at risk at present). Two hands, two hands are hard, really strong.

B

Basketball

As predicted before, 2019 became the basketball year of the industry. Not only Puma, NB and CONVERSE have been re entered, but also domestic brands, led by Anta, have increased their investment. Even XTEP has taken the chance to sign Jeremy Lin who joined CBA.

For brands, the biggest attraction of basketball is two. One is that basketball products are very close to the current consumption habits and trend. They are a strong sport and fashion category. The second is that basketball has a high degree of correlation in the world's two largest markets, namely North America and China. The attraction is naturally self-evident.

But basketball has great potential in business, but in the world of sports brand, the essence of its operation depends on the whole NBA as the output and foundation of culture and inspiration, and the Nike department is almost firmly holding the best resources concerned, and other brands can only seize opportunities by sewing. So is Adidas's harden and new Leonard.

Today, AJ has arranged a very strong young lineup (eight village + Tatum + Zeon + East Qi), other brands are to focus on their 1-2 core players, dig deep opportunities for products and marketing.

I believe the basketball shoe war in the new year will be more intense.

C

China

The importance of the Chinese market is self-evident. Looking at the quarterly earnings reports of the major brands in 2019, the Chinese market always leads the world in the growth rate, and the business scale is also comparable with that in North America. More and more Chinese special suppliers, exclusive Chinese, began to appear in the Chinese market. Most international brands have mentioned the importance of the Chinese market.

The influence of China is not only on the scale of the market, but also on the strong rise of local brands. Anta and Lining do not need to mention more, whether the product quality or marketing scale has increased significantly this year.

PEAK and 361, which originally belonged to the second tier, have also worked hard on their products. They have come up with the joint technology of IP and the technology that consumers can convince. Domestic brands have made efforts to make the cake in the Chinese market bigger and bigger, and also provide consumers with more choices.

For international brands, the next step is to continue to develop rapidly in the Chinese market. Undoubtedly, we need to invest more energy and financial resources. The domestic brands who used to play plagiarism behind them have been striving to become stronger and have the ability to be independent. Of course, for consumers, such a hundred flowers bloom is undoubtedly a pleasure.

D

DTC

Direct toConsumer is a difficult point in translation for DTC in China. Because they do not understand the meaning behind this word, they can only be translated literally. There is often a "face to face consumer" channel, which is a bland translation.

In fact, DTC refers to the channel that the brand can directly contact with consumers (rather than through distributors or retailers), in other words, the brand's own direct channel. In 2019, led by Nike and Adi, the whole industry is paying more and more attention to the development of DTC channels (such as the familiar Shanghai Nanjing road war). The former even concluded cooperation with Amazon.

Traditionally, DTC means higher profits, better service and stronger brand information. In today's digital age, DTC can help brands better understand consumers, build a better CRM system, and provide better personalized services.

Based on this, the brand side naturally hopes that DTC will continue to grow. But another reality is that dealers and retailers still control a large number of high-quality channels. If excessive tilt of resources to DTC, there will be the risk of losing dealer support. Strong as Nike, dare to break up with AMAZON directly, but for the whole industry, the development of DTC is still a long road, rather than a night can be achieved.

E

ESports

Earlier, many domestic consumers may not know the news, but in the United States caused a relatively big stir: Adidas officially signed with Tyler "Ninja" Blevins. Recently, the two sides jointly announced that the first joint product will be launched in December 31st.

Although Tyler's "Ninja" Blevins is relatively small in China, his career is very hot: the game anchor. At home, Nike, Adidas and UA have also tried to do more cooperation with them. The intention of the brand side is obvious. If we want to better dialogue with the millennial consumers, we must not abandon the competition. This is perhaps the biggest battleground.

What is more interesting is that compared with the traditional sports events, China's track record in the field of electronic competition is much better than that of its professional and professional teams. Therefore, for the major brands that want to win in China, it is not far from becoming a red sea.

Extended reading: dialogue Nike: about electric competition, LPL Jersey and sports brand "electric shock" lesson

By the end of 2019, sports brand investment in the field of electric gaming has not yet been bought by players and fans. In the eyes of everyone, the brand side is still in the stage of possession of the pit. With the vigorous development of the competition industry, the brands provide more attentive products and marketing, and really understand the consumers in the field of electronic competition. This day should come soon.

F

Female

Although Rihanna has ended its cooperation with Puma, it has temporarily withdrawn from the sports brand circle. But for the industry, 2019 is still a year of increasing importance for female consumers.

It is precisely this year that Lululemon has achieved impressive growth. In the first three quarters of 2019, it showed 16%, 17% and 23% of global revenue growth respectively, and the share price also rose sharply and accumulated more than 80%.

The success of Lululemon not only proves the great potential of the female consumer market, but also gives a lively lesson to all other brands: the female market has its own product and marketing logic.

Extended reading: Men's wear, sports shoes, skin care, gym, luxury brand: lululemon is very busy.

People who are not optimistic about Lululemon at the time are not in the minority. It is generally accepted that consumers are highly positioned and the price is far more than the price of ordinary sports brand products, which is not in line with the successful experience of most brands in the industry.

But it turns out that female consumers are less sensitive to price than men, but they are more concerned about brand image (location) and product design and quality. Once the value of brand transfer is recognized, the price that female consumers are willing to pay is higher than that of male consumers.

So besides signing small meat to bring female fans business, brands should also spend more time on female consumers.

G

G-Dragon

After two years, G-Dragon finally returned to public view. On the day of his retirement, he had already been a hot topic in many social media at home and abroad, no less than the Kanye that just released the new album. Not long after that, G-Dragon and Nike released a joint venture Para-noise.

One week before the sale of shoes, I was traveling in South Korea myself. The whole Seoul from Dover StreetMarket, to BEAK, to Kasina or even On the Spot, all shops give the best location to a shoe, that is Quan Zhilong AF1. All the places outside Korea are also hit by the heat of this shoe.

Whether it is the design of the product itself or the heat after the sale, it has proved to everyone that two years of service had no negative impact on G-Dragon, and even opened up a broader space for him.

In terms of personal ability and influence, Quan Zhilong is still the top Asian G-Dragon and also one of the few people who can influence the whole industry.

At present, he still has close cooperation with Nike, which makes the US brand partner lineup extremely powerful: the two most influential Asian players in the circle and consumers are working with Nike, which makes business growth in China and even Asia more promising.

H

Hip-Hop

ZZ hip-hop has no need to talk about the influence of the sports brand industry. After Kanye West, Travis Scott has become another hip-hop singer who left her personal impression in the history of the industry in recent years.

Even though there is still a gap with the predecessors, TS's barbed AJ 1 is not only unique in design, but also spawned an explosive growth in the two level market of the whole shoe industry, and greatly broadened the target consumers of sneakers. In other words, TS's barbed AJ 1 gives the sneakers a massive circle after Yeezy.

Compared with the tacit agreement between hip-hop and sports brands in North America, hip hop has been hit hard by well-known reasons. Apart from tutors taking goods, China's hip-hop culture is so busy that it can not help further the development of domestic shoes culture and brand marketing. Puma signed Wang Yitai and Liu Baixin when he was hot in the second quarter of hip-hop, but the final result was just plain.

Many people are asking why there is no good sneaker culture in China. Why only care about price and speculation? In fact, the culture of sneakers is not only a product and design so simple, but a kind of culture and consumption which is born under the continuous impact and blending of different cultures and arts. The domestic shoe culture is far from hip-hop.

I

IP

2019 can definitely be called the first year of the joint campaign brand industry IP. If the joint name of Adidas and dragon ball is seen in 2018, the IP content we saw on our sneakers in 2019 is simply incredible. Almost every week, there will be new IP joint products on sale: McDull, toy story, power game, up to Coca-Cola, vengeance League, surprise captain, weird story, star wars, Dragon Ball super, SpongeBob SquarePants, Pokemon, One Piece, cat and mouse, Hello Kitty...

Behind the explosive growth of IP's joint venture is a strong demand for brands to seek new growth points. The cross-border IP is rich in content and has accumulated a large number of fans, which can help the brand enhance the interest and storytelling of the design, and can directly expand the consumer population, so it has been widely favored by the industry.

Moreover, IP joint name is an important means to enhance the brand image and influence of domestic brands. Compared to the top street or fashion brands, IP is undoubtedly easier to get together.

However, competition in the market is cruel. When the supply of IP is increasing, consumers will be more and more picky about product design and marketing. At present, most IP companies still stay in the stage of simple "you sell IP, I make products". The joint marketing and promotion of both sides are not enough and not strong enough. In 2020, the brand side is bound to make breakthroughs in marketing on the basis of product joint names.

J

Jay Chou

Nowadays, 80 and 90 have fully grasped the mainstream discourse power of the Internet. As a result, Jay Chou, who grew up with everyone, became one of the hottest stars in the whole network last year. The representative event is undoubtedly the micro-blog super voice incident against the fans of Cai Xukun.

Behind the excitement of the whole network, the brands not only saw Jay Chou's incomparable influence, but also discovered his strong personal relationship network. Jay Chou's own character also likes to send IG, quite a friend, to support the field. Therefore, sports brands have begun to excavate resources related to him.

Adidas took the lead in grabbing Jay Chou's beloved wife Kunling. The curve saved the country to use Jay Chou's resources to show many products of ADI; XTEP signed Jeremy Lin (the main reason for signing is Jeremy Lin's own strength and influence); Jay Chou is also a good brother; and Jay Chou's participation in the tide brand Phantaci, this year also returned to Shanghai, has received many resources support from Nike.

Strong as Edison Chan, did not forget to actively give their new seeding to Jay Chou, let him first foot. I didn't expect people to be middle-aged. Jay Chou once again influenced the trend of sports products industry.

As a matter of fact, Jay Chou's enthusiasm is far more than sporting goods. Since 2019, Jay Chou's favorite Machi Machi has been playing crazily, and a lot of milk tea brands have tried to tell their stories related to Jay Chou in order to get fans' favor. In 2020, look at whether Jay Chou will further enhance his national influence in sports shoes.

K

Kaepernick

Nike's strong support and support for Kaepernick once again earned them a high reputation (and of course controversy). In this era when everyone wants to keep pace with political and social disputes, Nike always has a clear attitude towards its athletes' voice, and always gives the correct support.

Last year, in addition to Kaepernick, Nike also supported Xiao Wei wearing a "Black Panther" on the French Open. Facts have proved that Nike's vision, courage and persistence have brought them sustained returns.

Although Kaepernick's TV ads were frustrated at the beginning of Nike's share price, it brought huge brand exposure and positive evaluation to the US brand. It has become the most daring, the most attitude and the most risky marketing promotion of the whole industry in 2019.

Not long ago, Nike officially launched the Kaepernick joint version of AF1, selling instantly. It looks as if Nike will remain committed to this year.

L

Li Ning

Lining's situation is too complicated. Their performance was excellent in 2019, but their products were also subject to much controversy. But what Lining mentioned here is more important for their influence on the whole industry in 2019, that is, fashion week marketing.

In 2018, Lining pioneered the brand strategy of the domestic brand "exporting to the domestic market after the International Fashion Week", which not only greatly enhanced the brand image, but also increased the revenue and share price, thus helping Lining open new stores throughout 2019.

Also last year, including Fila, China Jordan, Anta (children), each looking for the opportunity to fashion week, hoping to replicate Lining's success line. And this trend has spread to the whole Chinese apparel industry, including brands including Bosideng.

However, in many people, "money can do" Fashion Week marketing, it turns out that it is not easy to do well. Most brands did not even get half of Lining's heat at that time, even though Lining himself did not appear to be able to get the first heat at the two fashion week in 2019. Under the bombing of a lot of fashion week marketing, consumers are already familiar with and accustomed to such routine.

In 2020, how to adjust such a routine that has been thoroughly understood by consumers is Lining and other domestic brands must face and solve. In today's rapidly changing consumer environment, the high quality solutions will be the next poison.

M

Midsole

Almost all brands recognized the importance of the technology in the past three years, when Boost was ruled by the industry. Good midsole is not only able to enhance the performance of actual shoes, but also brings more choices and possibilities for the entire brand of the entire product. After R & D and preparation, 2019 has become the bottom of the whole industry, not only in terms of products, but also in marketing input and patterns.

It is very good news for both the industry and the consumers for the strength and attention of the midsole. The development and progress of the whole industry need continuous good technology to push forward (Boost is the best example). More domestic brands also focus on solid product development and optimization. This evolution provides consumers with more and more good choices at all prices.

Brand names, especially domestic brands, have seen very positive sales performance and consumer feedback, which is of great significance for the long term brand development.

It is worth noting that in 2019, Nike's Joyride aimed at women's consumer power was directly folded at the end of the double 11 war. This shows that the market competition was fierce last year.

N

Nike

When it comes to N, Nike has to mention it.

2019 was a great success for Nike. But what is even more amazing is Nike's all-around lead in the rest of the industry. In fact, Nike has not overwhelmingly won the development of new products this year. There are also products that have been discounted all over the world like Joyride. But if we carefully check all the other aspects, Nike almost has the advantage of giving other brands a breathtaking edge.

Extended reading: JORDAN's business practice in China

For example, Nanjing East Road 001, this is a flagship store that most brands do not dare to think. Display layout, goods arrangement, technology content, salesperson quality, and the overall consumption experience, let people go in and do not want to come out at all.

Just a few meters away, the Adidas flagship store and 001 have a huge gap with the naked eye. Similarly, although starting slightly later than Confirmed App, SNKRS has undoubtedly become the most successful consumer experience APP in the whole industry, and has become an important part of Nike's overall marketing, and it has blossomed at the end of 2019.

As for the partners that Nike has, let alone mention it. Sacai alone has helped Nike rank the top of the year-end shoes list of the major media. Virgil is busy with LV this year, and it doesn't make much effort at all.

Strong, too strong.

Therefore, catching up with Nike blindly has no meaning.

O

Outdoor

Outdoor's 2019 shoe circle is an awkward position.

Everyone has predicted that Outdoor will become a new trend after daddy shoes, and Urban Trail can become a part of everyday wear. But in fact, the development momentum of Outdoor in 2019 is not as good as expected. The basic reason is that there is still some difference and distance between the outdoor shoes and the daily wear. Even though most brands are emphasizing UrbanTrail/Utility, the basic impression of outdoor inspiration shoes in consumer brain has not changed.

Therefore, even if there are many excellent products (such as Hoka) on the market, the overall influence is still limited and has not become the trend of a wide range of shoes.

Nevertheless, Outdoor Trend still hopes to continue to ferment in 2020, affecting more brands and consumers, especially Urban Urban, which is fashionable and casual.

The biggest hope of this trend is that more and more consumers have such practical product requirements (many occasions wear, both beautiful appearance and functionality, commuting and leisure can be worn on short distances). Therefore, even if can not become the next round of shoes, outdoor inspiration shoes will also occupy an increasing share.

P

Personal Taylor/Customization

One of the most incomprehensible operations of adidas Group in 2019 was to shut down Adidas and Reebok's customized services, that is, miadidas and mireebok.

The reason why it is difficult to understand is that personal customized services have developed rapidly in most of the consumer market in the world and become one of the next core needs of mature consumers. A large number of brands including Nike and NB are working hard to improve their customized services, including more details of modification, more color and material options, and so on.

Not only that, even in the usual sense of large goods, we are offering as many personalized choices as possible to consumers. The most common hype is using magic stickers to change labels and designs.

In the global economy as a whole is not optimistic, the sports industry has been able to counter the trend, and maintained a good growth. But if we want to continue this momentum, we must continue to develop potential markets including China. On the other hand, we need to exploit more sophisticated consumer management and services to tap business opportunities in mature markets. CRM and personal customization are the most important roles (which is closely related to brand development of DTC).

So when others are flying together, Adidas has cut off one of its wings.

Q

Quit

In the past 2019, executives of three major sports brands announced their departure from their posts, including Nike's CEO Mark Parker, Adidas global brand leader Eric Liedtke, and Under Armour founder and CEO Kevin Plank, known as crazily. The importance of these three people at the same time left at the same time, is also very rare in the history of the industry.

The three departure is not a glorious retirement or a success. Under Armour has been in the mire for quite a while. Many of the decisions made by Plank since 2017 have proved to be wrong, and the company has been exposed to the high double-digit growth in the single quarter of the book by forcing customers' futures orders to be shipped in advance.

The departure of Parker is reminiscent of Nike's internal labor scandals and the Nike Oregon Project (Oregon Oregon). As for the Eric, who has made a lot of contributions to Adidas, it is facing the dilemma of global brand fever and extremely slow revenue growth.

The departure of the three executives is bound to have a certain impact on brand development. At present, we generally have a more positive and positive view of UA after Plank left, while Parker and Eric will bring more negative effects to Nike and ADI.

R

Resell

As far as industry is concerned, the two tier market is an indispensable part. Its operation mode and scale reflect the maturity of the market. Throughout the 2019, domestic and foreign media focused on the explosive development of China's two tier market. This is a stage for Chinese market to mature gradually, but it is also full of elements with Chinese characteristics.

A healthy two tier market is not only a platform and place for trading, but also a heavy task of the two spread of channel expansion and brand effect, which is exactly what Stock X is doing. More importantly, compared with brand drivers, the content and dissemination of the two tier market are more based on the quality and heat of consumer feedback and the product itself, in other words, it can more truly reflect the vitality and vitality of the brand and products in the market.

In China, the situation is much more complicated. GOAT, who tried to enter China, was also poorly prepared and underestimated the difficulty of the market. The lack of sports shoes culture and the lack of maturity of consumers make the two tier market become a mini stock market in China. As a result, the two level market, which is an objective part of the market, has become a crazy pronoun in many people's eyes, and some people even go to jail.

S

Sustainability

When I saw the apple conference, many people didn't understand one thing: Why did Cook say something about environmental protection almost every time? Consumers are obviously not interested. Later, we understand that this is the responsibility of enterprises. It is also a matter for European and American listed companies to attach importance to.

Today, the sports brand industry is also beginning to make efforts to protect the environment and recyclable materials. The cooperation between Adidas and Parley is already familiar. Last year CONVERSE and Reebok also came up with their own environmental protection products.

For brands, such a project is not difficult to accomplish, but how to really turn them into an organic part of the brand (rather than simply hand in homework) is a problem for everyone. The reason why it is difficult is that the concept of environmental protection is not Consumer Facing itself. In the vernacular, environmental protection is not a selling point for most consumers.

Therefore, the resources invested by the brand side can not be realized as a revenue and brand fever at present. How to layout in 2020 is worth looking forward to.

T

Travis Scott

Although there is still a gap between Kanye and hard power, Travis Scott's "barbed" AJ last year has undoubtedly become one of the hottest products of the sneakers, and has also directly exploded the madness of the two class market of China's sports shoes.

To say something more interesting, TS has left a heavy color in the history of Chinese sports shoes. On the other hand, the shoe circles do need the power like TS to continuously enhance the overall influence.

Kanye, Virgil and TS, the three of them in the past four years, with their influence and design, have expanded the sports shoes themselves to a more extensive mass consumer group, and also helped the whole industry to raise the level of revenue and brand influence.

Please note that the influence of TS is not necessarily higher than that of Drake or Kendrick Lamar, but that he and his works play an important role in the process of industry (KL and Reebok and Nike did not have such a milestone). Next 2020, see if TS will be more mature and creative.

U

Under Armour

Writing Under Armour is not just because of the recent decline of the brand. In fact, the trajectory of UA over the past few years is a very good lesson for all practitioners in the industry. Planck and many decisions of the company have pushed the once hot brand into the abyss.

When the brand was hot, UA did not have make good better (that is, not continuing to increase the price in the hot basketball field at that time). Instead, it chose the sword to take the lead and invested a lot in the intelligent hardware which had been abandoned by Nike and Adidas. When the industry trend changed significantly (athleisure), UAS's new product line went high priced and niche design, and missed the largest draught in the industry.

When Sports Authority, one of the biggest distributors, went bankrupt, UA was not alerted, reconsidering its super category, including hunting. When they grabbed Rocky (not Rock) as a brand partner, they did not use this last straw, and finally ended it.

Today, UA has made financial mistakes. UA all the wrong roads are worth every brand in their notebooks. 2020 prospects? Not to mention.

V

Video

Unconsciously, the form of video communication has begun to significantly affect brand marketing strategy and sales transformation. Whether in Instagram and Tiktok abroad, or B stations and jitter in China, the video era has spawned more and more sneakers from the media and has made sales transformation more direct and strong.

As for the live video, it has become an important means to enhance the short-term sales volume of the brand side. Adidas has already worked with Wei Ya and Li Jiaqi respectively.

In the era of video (not necessarily short video), the adjustment of the brand side must be fast and accurate. It is necessary to create more sophisticated video content for launch and promotion, and also to find the right video from the appropriate platform to cooperate with the media. The style and type of video from the media are more diversified and personalized than the text media, and the audience (fans) are also very sticky.

Gone are the days when the brand is sent directly to the media for a public relations draft. In the video age, every brand is required to fine tune its content and delivery.

In fact, such meticulous operation will also nurture brands and make them closer to and understand different types of consumers. The brand that really works hard will also enter a positive cycle.

W

Worldwide

When Adidas launched the NMD in 2016, there was a situation in which domestic shoes were hard to find and sold on foreign shelves. Nowadays, the whole sports brand industry has already completed the globalization, the information circulation of the three big markets (North America, Europe and Asia Pacific) is more and more smooth, and the product layout of the brand side is wider and wider.

Moreover, in 2019, the Chinese market was more connected with the global operation of the industry. More and more brands, shops and platforms from abroad come to China to make up their most important business jigsaw puzzle.

In the context of global transparency, it is becoming more and more difficult to make profit by using information gap. The brand must provide more exclusive products and marketing to satisfy consumers who are fully aware of all kinds of information. This means more work, but it is good for the development of the brand itself and the choice of consumers.

Worldwide has also caused global disputes and crises to go abroad and affect the global operation of the brand. In 2019, the whole industry launched an internal self-examination to ensure that all the communication and diction of the brand do not touch the relevant politically sensitive topics. In the coming year, avoiding crisis and offering more sincere products to different markets is undoubtedly an important topic.

X

X-over

This is a joint era of madness.

Just in the past 2019, we had already joined the joint venture to sell as big goods, but the goods could only be sold at a discount. At the same time, this is also a year when sports brands collectively seek joint partners. IP no longer needs to be said. Tide washing powder, people's daily, the Imperial Palace and new media have become brand names. For a time, almost half of the consumers' eyesight is joint.

Now when you walk into Puma Select's store, you will find that almost all the shops are all kinds of joint products. Street brands, IP licensing, domestic brands and personal signature series are all joint names. In fact, consumers are not stupid. By the end of the year, we had seen that brands were jointly named for joint names.

In order to "surprise", the brand is constantly pushing across the border to find various new partners. But after the noise, consumers will find that the two most important things in the joint venture have not happened: the collision and blending of design inspiration and the creativity in the way of promotion.

There will be only a lot of joint meetings in 2020, but the market will always make real feedback and regulation. I believe there will be more joint funds on the market in 2020. It's on sale.

Y

Yeezy

Since Kanye and Adidas hand in hand, every year's year-end review is Yeezy. The overall ecological structure of Yeezy has been more and more stable from the initial super limit to the high frequency and deep volume sale this year.

In other words, branding and Kanye are more and more powerful in controlling the overall heat of the Yeezy series and the rise and fall of the two tier market. Because of this, even if Yeezy was supplemented by a lot of revenue gaps in 2019, if it had no control itself, it would not be able to use Yeezy at all.

Strong control is a good thing, but when there is always one choice in front of you, there is no sense in any stronger control. This is the real predicament of ADI. The biggest crisis facing Yeezy is its commitment to more and more revenue pressure, a large part of which comes from the big products that Ardi does not give.

If the next year is still the case, then the Yeezy series will face great challenges. At present, a lot of new blood coming out at the same time will not be rushed to the duck.

Z

Z-Generation

As 00 began to widely voicing and become the focus of industry research institutions, the Z generation has finally become the most important new force in the industry, not only the consumer side, but also the construction and development of the industry itself.

The gradual maturity of the Z generation is an important turning point for the brand. Whether a successful brand or a brand that has never been able to establish an influential brand will face the same test in the face of Z generation, it is necessary to readjust and evaluate its product language and marketing mode.

Not only that, the whole industry also needs Z generation to inject new strength and inspiration. Objectively speaking, the sports shoes industry's shoes design has been done for a long time, or it is a modern design inspired by retro inspiration. Similar to the golden age of the hundred shoe balls that flourishing in the 8090s of last century, it has not appeared for a long time.

The Z generation is in relatively better condition both in material and spiritual environment, and the overall level of information receiving is far higher than before. Therefore, the industry has higher expectations for them. It is hoped that the Z generation can influence the development and direction of the sports brand industry in its own way.