Under The Impact Of The Epidemic, Adidas Does Not Bring Live Goods But Offers Free Classes.

Yes, the "black swan incident" of the new crown pneumonia has brought the global economy into a "frozen state". In addition to the pioneers who fought against the epidemic, the civilians stayed at home without going anywhere. Without going out, there will be no movement and no consumption of sportswear.

In 2020, it should have been a "sports year", and many sports brands were expecting this year. In accordance with the original timetable, besides the Tokyo Olympic Games, there are European competitions such as the European Cup, the world volleyball tournament, the table tennis world table tennis championships and so on. Many sports brands are sponsoring and preparing for publicity.

Now, the Olympic Games have been postponed to next year. NBA, European Cup, F1, Tennis Masters and marathons all over the world have been cancelled or postponed. After the event is postponed or cancelled, the clothing stores of all sports brands under the line will not be able to run. The current situation is really a headache for sports brands.

Recently, international sports brands such as Adidas, Nike, Puma and domestic brands Anta, 361 degree, Lining and so on have announced their earnings report cards. The good news is that in 2019 their revenues rose steadily. But this year, obviously, it's not that easy.

Today, Huang Congbao, a new retail expert of Ge clothing, takes you to see what action has been launched after the outbreak of Adidas as an international sports brand magnate. What inspiration does it have for clothing retailers?

Adidas's growth in the past year is very bright, but after the epidemic, in China alone, its first quarter sales fell by 1 billion euros, let alone the global situation of more stalemate. But faced with the stagnation of offline retail stores, Adidas quickly shifted its focus to online.

On the evening of February 20th, Adidas and Taobao broadcast live together to hold the first "cloud conference" in history, which will make the new year Superstar of clover year. 50th anniversary the commemorative section was distributed through live broadcast, and the match with star Dong Youlin and anchor Wei Ya Lian Ma was carried out. This method is described as absorbing countless powder. Compared with his traditional offline conference, this time, more than 2 million 230 thousand people participated in this event, and received more than 3 million 220 thousand praise.

In the international market, in view of the fact that most of the world's consumers are at home isolation, Adidas will provide free home fitness training courses to consumers through social networking and digital channels in the next three months. These courses will be presented in 15 different languages, along with corresponding nutrition guidelines. In addition, they cooperated with coaches from all over the world, answering questions online and enhancing interaction with consumers.

Why did Adidas provide free courses at this time? Obviously, sales have been greatly affected. Why don't they do more special products? Huang Congbao said, this is the most long-term part of brand consideration. They need not the current sales volume, but the consumer's trust in the brand.

In the face of dazzling products, how to confirm which brand to buy? Many times, it is to see which brand is the most emotional and trusting, and how does emotion and trust come into being? It is a repetition, interaction and links, which deepens our recognition and love for a brand. So, during the epidemic period, the Adidas offered free courses on the surface, which is actually a continuous interaction with users.

In addition, Adidas's live content is selected as exercise course. Why is it not healthy food, not a fight against epidemic situation? Of course, it is related to the motion genes of the brand itself. Teacher Huang Congbao emphasized that in the overall planning of brand external output, the first thing to emphasize is the consistency of genetic labels, so that consumers will not be biased towards your cognition because of any activity you have, so that the unity of the output of the brand can be achieved.