Noisy to ups and downs, touching music, the host's enthusiastic long introduction, the flood of fireworks and dazzling... The real magic show is often only a moment, whether it is to let the Statue of Liberty "disappear" or like a Taoist priest "Crossing" the Great Wall. The more important the magic show is, the more often it is to be bombarded with the long public opinion. This is a foreplay and a blind eye to cover up the magic intention.
“For adidas Originals, it has achieved double-digit growth for five consecutive quarters,†Herbert Haina, the 14-year-old CEO of Adidas, wrote in the first nine months of 2015, “to benefit from Major footwear, such as Stan Smith and NMD's unpredictable demand, Adidas revenue increased 11% year-on-year to 12.748 billion euros."
Just as the outside world did not expect that Heiner would be ousted in January 2016, in the face of more than two years, Adi has successively created explosives in two years, staged one marketing magic after another, the attention of consumers. The force is completely attractive.
As everyone knows, the more gorgeous the performance in front of the stage, the more blind the eye, the more suspenseful foreplay, the more the climax can be surging.
Explosion! Technology and fashion competition
On the evening of New York Fashion Week in February 2015, rapper Kanye West released his first fashion collection with Adidas – a line of sneakers called Yeezys, and more consumers Like the relatives called - coconut shoes. Within a few minutes after the release, 9000 pairs of $350 coconut shoes were snapped up in the United States, and the average price of the resale point was $1,500, and some resellers were bidding five times.
But this series of dazzling sales results, but let Adi's true intentions be covered up. At this conference, Kanye, who had been with Nike for four years with his Air Yeezy product line, said with indignation that he had turned against Nike and joined its rival Adi: Nike limited my creative freedom. Did not give me the opportunity to grow, Adi let me realize my dreams.
In fact, this discourse also reveals the difference between Nike and Adi. The former pays more attention to the technological content, while the latter is gradually moving into the fashion field.
At least on coconut shoes, this suede high-top sneaker with a patented elastic sole made of side zip and spaceship foam is not the technology of its kind, and consumer comments are more focused on it. Much like the props of Star Wars."
This is just a small performance by Adi, the German sports brand, the millennium second in the field of sports shoes, and the impact of Nike, the American amnesty. The way to launch the impact is not the full charge of the entire product line. Adi chose a smaller angle, using the single item + explosion mode, bypassing the "Machino line of defense" defended by Nike, using the concept of fashion directly From the edge of the map, set off a new market vitality.
Not only hunger marketing, foreplay is a technical activity
From Stan Smith to the newly launched adidas Originals NMD, Adi has successfully detonated at least three sneakers in more than two years. In the perception of the outside world, Adi seems to be playing with hunger marketing with a small supply of out-of-stocks.
In the media report, on a special node such as Consumer Rights Day on March 15 this year, Adidas released NMD's sales strategy in China, which is limited to certain stores on a first-come, first-served basis. At noon the next day, Shanghai West Nanjing Road has already started to line up. In the evening, due to the excessive number of people, Adidas canceled the sale of Nanjing West Road. Subsequently, Beijing Sanlitun Store also canceled the sales plan. In the 15 NMDs released on the 17th, the price has risen to 2,500 yuan to 4,000 yuan in the unofficial purchase channel. The original price is between 1099 yuan and 1499 yuan.
This scene is quite similar to the scene of the iPhone's new launch day in the early years, and for this model, the industry generally uses "hunger marketing" to simplify the narrative. In addition, this scene, the news of the Nike Innovation Conference held on the 17th, 4 years, and the 11 new shoes announced at the meeting became bleak.
Just a limited purchase? Obviously not enough to hold the NMD, and if Adi always uses this trick on the new sports shoes, it will easily make consumers tired. Especially the frequency of 2 years and 4 models is too high. How did Adi do it?
Foreplay, foreplay, foreplay, important roads must be said three times. In the whole process of Adi's brush explosion, it is not difficult to find that it is a super foreplay master, and each time brings different surprises to consumers.
In the first battle, Adi chose to test the water in a way that allowed an old product to come back.
Stan Smith, who debuted in September 2014, was the first attempt by Adi to use fashion brushes. At that time, Adi, in fact, has fallen into a situation of backwaters, especially in its most valued US market. In 2014, Adi lost the second place in the US shoe market share, and was owned by Tianbo, Fans and North. The brand's Weifu Group surpassed.
This is a lasting change. Stan Smith is not a new model, but a 50-year-old sports shoe. This pair of white sneakers was named after Stan Smith, a tennis star who won two Grand Slams in the 1970s. Since then, this sneaker has sold 40 million pairs.
Choosing it to be the first impact of the attack, Adi can be said to be well-intentioned, this Adi history continues to sell well in shoes, or the first signature sneakers in history.
Tell a story? No! Take time to create "despair"
The return of Stan Smith will lead to countless people's memories, and can tell a lot of good stories. This is the most important point of social marketing. In fact, it does not live up to expectations. In the eyes of the outside world, the red-hot of this shoe is a good story. A brandy story that is as versatile as a shoe.
But the facts are not so simple. In addition to continuing to increase fashion elements in the process of re-engineering, Adi has also done a lot of homework behind her. Adi’s marketing director, Jon Wexle, said in a media report that the red Stan Smith shared five steps: 1. No longer launch new products, “clean up†the market; 2. Ingeniously re-launch through fashion shows; 3. Let the stars wear On this sneaker; 4. Provide a limited edition to the average consumer; 5. Let the market go crazy.
It seems that the simple foreplay five-part is not simple. In the foreplay, the pinch of the event is the key, not even hunger marketing, but a desperate marketing.
The first time the goods were out of stock was in 2012, and the comeback fashion show was September 2014. There are two years between this, which is enough for nostalgic consumers to accumulate hunger, and with a "desperate" mentality; after that, the long-planned Adi's rhythm begins to get faster, and the fashion show ends. After the month, the discussion about this shoe has basically disappeared. Adi launched a customized model, which printed the image of the star on the tongue, rekindling the confidence of the fans who were once again “desperate†and found the feeling of the New World. But it also has to create hunger, and the custom model is only worn on the star's feet.
For a time, Marc Jacobs appeared in Fashion Week Street in Stan Smith; Beckham used a pair of white shoes and a light gray hooded jacket to string together a whole story; the world's top five "big cousin" Liu Wen Also wearing Stan Smith walking around...
The same paragraph of the star, this road is already very familiar. The topic of Stan Smith is once again flooding the social network. At this moment, Adi began to offer limited edition shoes to fashion bloggers. The bloggers themselves are opinion leaders among ordinary people, and this not only detonates the topic, but also allows ordinary people to know that they will have the opportunity to have such a shoe, whether it is For the purpose of nostalgia, chasing stars or fashion.
More importantly, when Stan Smith, who has already been over-represented, appears in front of consumers, it is different. In itself, its classic design, simple shape and versatile qualities are the key to choosing it to enter the fashion field.
Finally, when it is available to everyone, it is also changing. For example, in 2015, Stan Smith introduced the style of horse hair, and the small green on the back became blue horse hair. The color saturation is very strong and it is easier to get young people. Love. As a result, the fashion trend website Highsnobiety gave it a high rating of "sports pants and trousers are just as handsome." However, even if it is on sale, consumers still have a sense of desperation, and they are always out of stock, which will make this shoe more precious.
In fact, after such a "toss", Stan Smith is not a shoe.
Nike, the opponent, is still in the red sea of ​​sports and technology. Adi has entered the new blue sea of ​​sports fashion, and the power of cross-border has been shown for the first time.
Repeated tactics, non-repetitive added value
At the end of this battle at Stan Smith, Adi played the ultimate in personalized fashion needs by offering "Stan Yourself" to shoe fans, offering three different colors, and buyers can put the original tongue on The Smith avatar changed to his own, and Stan Smith not only continued, but continued to ignite the topic on the social network through the word-of-mouth communication of ordinary people, and really made himself different, and the classic style was really full of blood.
In the following Yeezys, NMD marketing, the same model, starvation marketing, personalized customization and other tactics have taken turns, such as NMD in Europe in December last year, while in the Adi China spokesperson Eason Chan's help, Wu Yifan, Yu Wenle, Fan Bingbing, Andy Lau, Deng Chao, Cai Zhuoyu and other stars have all put on NMD shoes in the major catwalks. Many Weibo fashion bloggers also wear this NMD in advance, this scene is completely in the US Stan Smith, Yeezy mode. Copy of. At the same time, during the sale, only in the Chinese market, Adi announced that it only sold about 10,000 pairs, a total of 25 models, and sold in 20 mainstream cities in mainland China such as Beijing, Shanghai, Guangzhou and Chengdu. And Adi's "pre-judgment" sale will be very popular, so it is stipulated that the purchase of NMD requires the registration of ID cards, and each person is limited to purchase a pair, currently only supports shop purchase.
In addition to this, just relying on similar foreplays is not enough to continue to stimulate market demand, but consumers may be fatigued because of too many frequent hunger marketing.
Many people claim that Adi still uses storytelling to look at the NMD. The head of a well-known consulting agency called NMD a sentimental product: "For a relatively influential brand, the speculative market can create a The story of the product that triggered the consumer sentiment began, such as the story of Dior's Lady bag, which was a gift from the first lady of France to Princess Diana, and Coco Chanel said, 'Women's wardrobe can't lack a little black. The skirt's make the little black dress a trend-setting item in the fashion world.
On the surface, NMD seems to be the same, although there is no such a long history as Stan Smith, but the tribute that combines the characteristics of the three classic sneakers seems to be quite a reminder of consumers.
But obviously, if the explosion magic is always replayed, the effect will only get worse. This problem did not occur in NMD. The key is that this time, the value added by Adi to NMD is not a feeling, but a color scheme.
Before the large number of NMD listings in March, the Chinese market sold lots of NMDs of different color combinations through lottery. This is a preheating strategy, but it is more important to note that a total of 15 color matching shelves were available in the March sale, including the original color schemes of red and blue.
For a long time, Adi shoes left consumers with black and white memories, the "color revolution" is actually a killer in the fashion circle from the sports circle.
By the way, there are still many people who found out after the NMD launch in March: It doesn't matter if you can't buy NMD this time. There are different color combinations next... you may still not be able to buy them.
For the user, the Adi shoes, which are not in black and white, and the color display, will let them brush out a different sense of presence, both sporty and fashionable. This is an added value that distinguishes Stan Smith from the line and the coconut shoes that follow the model.
Hone the foreplay technique, the "color revolution" of the subversive
If you only think of Adi as a foreplay master who is constantly teasing and climaxing in marketing, it may be exactly what Adi hopes. It is better to subvert the opponent by hiding your true changes in the foreplay of dazzling fans.
This is the best way for the magic masters. Under the blind eye, Adi secretly is doing his hands and feet.
First, the design is quietly trying to make a mistake. The color revolution that has received much attention on the NMD has long been operating on Adi. Adidas senior director O'Brien said, "We want to try more colors, because color is synonymous with emotion." Just last year, O'Brien pushed a purple sneaker Ultra Boost. She joked that "I was almost thrown out of the window", but the result was a big sale. According to another survey, 85% of customers will consider the color problem when choosing a product. The results of this investigation contributed to Adi's move from black and white to color.
In addition to changing the color of the surface, Adi is also thinking about combining various fashion elements. For example, in 2014, Adidas sold a pair of 800-dollar sneakers with Gothic rock designer Rick Owens. Owens is advanced. The dark Lord of men’s clothing combines his grotesque sneakers with sheepskin. This shoe, which can only be summarized in the eyes of many people with the word "ugly", sells like a coconut shoe that is also rated as "ugly".
The second is to continue to increase the scientific and technological content. But unlike Nike's high-tech shoes, Adi's technology content is not only reflected in the user's comfort when wearing, but is trying to integrate into fashion, such as Adidas patented technology Boost shock absorption technology, which is considered to be against Nike Flyknit. Technology was a great success in 2015. But it was not by technology itself, but by fashion, especially the Ultra Boost that was passed by Kenyer West, which almost overwhelmed Nike's limelight overnight. Even the trend website Highsnobiety joked in the report: There are more people wearing Ultra Boost going to Fashion Week than people going to the New York Marathon.
Sometimes technology does not use parameters to display, through real people interpretation, let users experience it, often better.
The third is to make personalization the ultimate experience for users. In Adi's plan, there is a very interesting gimmick, that is, the application of 3D printing technology to the manufacture of shoes, the ultimate goal is to let everyone get the shoes that suit them. This seemingly technical paradigm still reflects the transformation of Adi, from technical competition to fashion competition.
For example, Adi has developed a "marine garbage" sneaker. Known as the raw material for recycling from the marine waste, the biggest use of this product is actually the personalized characteristics of the user, so that users wearing shoes can have their own models. And all kinds of Stan Smith's tongues printed stars or their own avatars, horse hair styles, and NMD color matching breakthrough black and white boundaries, in fact, for the same purpose.
Let the user not only buy the "explosion", but also make the "explosion" into "street shoes." Although Adi's explosion may be a specific style, it adds more individualized elements to the user's choice. Under the explosion, each color matching, fabric selection and pattern style are cut vertically. A niche consumer circle. All of this has been achieved step by step through the combination of various fashion designers and Adi technology elements.
This actually gives an interpretation of the almost desperate hunger marketing, that is, all kinds of shoes that are different from the same model are precisely cut into different fans, although even in a small minority circle, there is still insufficient cargo, but it can also While keeping hunger, make sure that the niche circles are not saturated, and that Adi can also ensure stability.
Let the explosions no longer be popular products of the general public, but become the favorite of individual people who meet the needs of different consumers. From simple functional sports shoes to a personalized fashion manufacturer, it is the rhythm of Adi. Foreplay, such as feelings and hunger, to create a magic show, the final spoiler, is also a magic weapon to fight Nike.
Of course, the choice of such a tactic is, to a certain extent, a helpless side break that Adi can't directly compete with the enemy Nike's marketing expenses of $3 billion.
Adidas, which is breaking through, will no longer be a pure sports brand.
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