Book Music said: Foreplay is the door technology live Adidas's explosion of magic

Adi chose a smaller angle, with a single item + the way of the money, around the Nike heavily defended "Maginot Line of Defense", with the concept of fashion directly from the edge of the map, pry up the new market vitality.

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Wen/Zhang Shule

Published in the June 2016 issue of Business Review

Noisy to the ups and downs, breathtaking music, the host enthusiastic long introduction, the flood of fireworks lights dazzling ... The real magic show is often only for a moment, whether it is to let the Statue of Liberty "disappear", or like Laoshan Taoist "through" the Great Wall. The more memorable The magic show, often also play with the super-long public opinion bombing, which is to cover up the magic intentions of foreplay and camouflage.

"For Adidas Originals, 5 consecutive quarters of double-digit growth," led Adidas 14 CEO Herbert Haina in a 2015-year 9-month financial results, "thanks to the main shoes, such as Stan Smith and NMD unpredictable huge demand." Adidas revenue rose 11% to 12.748 billion euros a year. ”

Just as the outside world did not expect to be ousted in January 2016, in the face of more than 2 years, Adi in the 2-year period through the continuous production of explosive money, staged one after another marketing magic, the consumer's attention is completely attractive.

As everyone knows, the more gorgeous stage performance, the more the camouflage, the more suspense sense of foreplay, the more can let the climax surging.

Money! Technology and fashion in athletics

In the evening of the February 2015 New York Fashion Week, rapper Kanye West released his first fashion series with Adidas, known as Yeezys's Sneaker series, and more consumers prefer intimacy called coconut shoes. Within minutes of the release, 9000 pairs of 350-dollar coconut shoes were sold out in the United States, and the average resale price was $1500, with some scalping at a price of 5 times times.

But this series of dazzling sales results, but let Adi's real intentions are covered up. In this conference, once with his Air Yeezy product line in Nike for 4 years of Kanye angrily said the anti-Nike, to join its opponent Adi's original intention: Nike limited My creative freedom, did not give me the opportunity to grow, Artie let me realize the dream.

In fact, this paragraph also exposed the difference between Nike and Artie, the former more attention to science and technology content, the latter is gradually moving towards the field of fashion.

At least on coconut shoes, this suede high-profile sneaker with a patented elastic sole made from a side zipper and a spaceship-grade foam is not focused on technology, and consumers ' comments are more focused on "It's like Star Wars props." ”

This is just ADI, the German sports brand, the sports shoes in the field of the millennium, to Nike, the American big Guy launched a small performance of the impact. And the impact of the way, but also not a full product line of charge, Adi chose a smaller angle, with a single item + explosion mode, around the Nike heavily defended "Maginot Line of Defense", with the concept of fashion directly from the edge of the map, pry up the new market vitality.

Not only is hunger marketing, foreplay is a technical live

From Stan Smith to the newly launched Adidas Originals NMD, Adi has successfully detonated 3 sneakers in more than 2 years. In the external perception, Adi always seems to be in a small supply of out-of-stock way, playing with hunger marketing.

In the media coverage, on March 15 this year, the consumer rights and interests day such a special node, Adidas released the NMD in China's sales strategy, in some stores on a "first come first served" way limited sale. The second day of noon, Shanghai Nanjingxilu has already started to queue, in the evening due to the excessive number, Adidas canceled the sale of Nanjingxilu store. Then Beijing Sanlitun Store also canceled the sales plan. On 17th, the sale of 15 NMD, the price in the unofficial purchase channel has risen to 2500 yuan to 4000 yuan. The original price is between 1099 yuan and 1499 yuan.

This is quite similar to the early days of the iphone's new first day scene, and for this model, the industry will generally use "hunger marketing" to simplify the narrative. In addition, the news of the 4-year Nike Innovation Conference, which was held on 17th, and the 11 new shoes announced at the meeting, became bleak.

Just a limited purchase? Obviously not enough to hold the red NMD, and if Adi always used this trick on the new sneakers, it would be easy for consumers to get bored. Especially 2 years 4 this frequency, is too high, how did Adi do it?

Foreplay, foreplay, foreplay, important three times. And in the whole of Artie's brush-up process, it is not difficult to find that it is a super-strong foreplay, every time in the consumer is not the same surprise.

First World War, Adi chose to let an old product comeback way to test water.

Stan Smith, who made his debut in September 2014, was the first attempt by Adi to make a fashionable brush. At that time, Adi, in fact, has been caught in the last stand of the situation, especially in its most valued in the United States market, in 2014, Andy lost the national shoes market share of the second position, by its own timberland, Vance and the north, and other brands of the Granville Rich group beyond.

This is a compelling change. Stan Smith is not a new style, but a 50-year-old sneaker. This pair of white sneakers is named after Stan Smith, a tennis star who won two grand slam in 1970 years. Since then, this shoe has sold 40 million pairs.

Choose it to become the vanguard of the first impact, ADI is well-intentioned, this is the history of the continued best-selling shoes, or the history of the first signature sports shoes.

Can tell a story? No! A good time to create "despair"

The comeback of Stan Smith will lead to countless memories of people who can tell a lot of good stories, which is the tipping point for social marketing. In fact, it does not live up to expectations, in the eyes of the outside world, this shoe is a burst of red, is to tell a story.

A brand story that is as versatile as a shoe model.

But the fact is not so simple, in addition to the re-production process to continue to increase the fashion elements, Adi in the back also did a lot of homework. In a media report, Adi's marketing director, Jon Wexle, said the red Stan Smith took 5 steps: 1. No new products, "clean up" the market, 2. Cleverly re-introduced through fashion shows; 3. Let the star put on the sneakers; 4. Provide a limited edition to ordinary consumers; 5. Let the market go crazy.

It's not easy to look at the 5-part foreplay. In foreplay, events are the key, not even hunger marketing, but a desperate marketing.

The first step is 2012, and the comeback fashion show is September 2014. There's a 2-year period between this, enough to allow nostalgic consumers to accumulate a sense of hunger, and is with "despair" mentality, and after the long-established Adi's rhythm began to become faster, the fashion show ended 6 months later, the discussion about this shoe basically disappeared, Artie launched a custom-made, the image of the star printed on the tongue, let again " Desperate fans have rekindled their confidence and found a sense of the new continent. But it also creates hunger, and custom-made models are just worn on the star's feet.

For a time, Marc Jacobs wore Stan Smith on Fashion Week Street; Beckham strung out a whole story with a pair of small white shoes and a light gray hooded jacket; The top five "cousin" of the global supermodel Liu Wen also wore Stan Smith everywhere ...

Star of the same model, this is already very familiar. The topic of Stan Smith was once again flooded with social networks. At the moment, Adi began to provide fashion bloggers with limited-edition shoes, the blogger itself is a common opinion leader, and this not only detonated the topic, but also let ordinary people know that they will have the opportunity to own such a shoe, whether it is for the purpose of nostalgia, chasing stars or fashion.

More importantly, it was different when Stan Smith, already red-faced, appeared in front of the consumer. In itself, its classic design, concise shape, coupled with the characteristics of the hundred-match, is to choose it to enter the field of fashion key.

Finally, when it comes to everyone, it's also changing, such as the 2015 Stan Smith's style of horse-hair, the small green back to the blue horse hair, the color saturation is very strong, more easy to get the love of the youth group. So that the fashion trend site Highsnobiety gave it "with casual pants and trousers are as handsome" high evaluation. Just, even on sale, still want the consumer to have despair feeling, always in shortage, will make this shoe more precious.

In fact, after such a "toss", Stan Smith is no longer a sneakers.

Rival Nike, still in the sports and technology of the Red Sea in the thump, Adi has entered the sports fashion of the new blue sea, cross-border power for the first time.

Repetitive tactics, non-repetition of added value

At the end of this battle of Stan Smith, Adi played the ultimate in personalised fashion needs by introducing the "Stan Yourself" campaign to the shoe fans, offering three different colors, and the buyer could replace the Smith head of the original tongue with his own, and Stan Smith went on and on. Continued on the social network through the common People's word-of-mouth to detonate the topic, and really make oneself become different, classic style is really full of blood resurrection.

After the Yeezys, NMD marketing, the star of the same paragraph, hunger marketing, personalized customization and other tactics are taking turns debut, such as NMD in the European sale last December, in the Arab China region spokesperson Eason Chan's contribution, Anna, Shawn Yue, Fan Bingbing, Andy Lau, Deng Chao, Charlene Choi and other stars have put on the NMD shoes appear in the big runway, many Weibo fashion bloggers are also in advance wearing this nmd everywhere exposure, this scene is completely in the United States Stan Smith, Yeezy model copy. Meanwhile, during the sale, only in the Chinese market, Adi claimed to sell only about 10000 pairs, a total of 25, in Beijing, Shanghai, Guangzhou, Chengdu and other 20 mainstream cities in mainland China to sell. And the "Pre-Award" sale will be very hot, so that the purchase of NMD needs to rely on identity card registration, and each person limited to buy a pair, currently only support to shop purchase.

What else? Just by putting on a similar foreplay is not enough to keep stimulating the market, consumers may be fatigued by too much frequent hunger marketing.

Many people claim that Adi in NMD still use storytelling, a well-known advisory Body Head said NMD is a sentiment product: "For a relatively influential brand, the hot market can create a consumer sentiment from the creation of a product story began, such as Dior's Lady Bag is a gift from the French first lady to Princess Diana, the story began, and Coco Chanel said ' women's wardrobe can not lack a small black dress ', so that the small black dress to become the fashion industry is never outdated trend.

On the face of it, NMD seems to be the same, although there is no such a distant history of Stan Smith, but the tribute to the three classic sneakers seems to be a very memorable one for consumers.

But obviously, if the magic is always in the replay, the effect will only become worse. There is no such problem in NMD. The point is, this time, the added value that Artie gives to NMD is actually not a sentiment, but a color match.

Prior to the March NMD mass market, China has sold 3 different color-matching NMD by lottery. This is a warm-up strategy, but it is also important to note that, including red and blue, the original color, in the March sale, a total of 15 color shelves.

For a long time, Andy shoes left to consumers black and white memory, "color revolution" is actually it this time from the sports circle into the fashion circle of a killer.

By the way, a lot of people in the March NMD after the first tease: this time not to buy NMD is OK. Then there are different colors ... You may not be able to buy it.

For the user, not in black and white, and the color of the Di shoes, will let themselves brush out a different sense of existence, both sports, and fashion. This is the added value of the difference between a walking line of Stan Smith and a coconut shoe that walks in style.

The "Color Revolution" of pre-play technology subversion

If only Artie as a marketing constantly provocative climax of the pre-play master, perhaps exactly is Adi hope. Hide your true changes in a dazzling foreplay before you can better subvert your opponent.

This is the best master of Magic, Adi in the camouflage, secretly in the hands and feet.

One is the design on the quietly trial and error. The color Revolution, which was a big concern on NMD, actually worked in Adi. "We want to try more colors because color is synonymous with emotion," said O ' Brien, senior director of Adidas. Just last year, Lord O ' Brien pushed a purple lace-up shoe ultra Boost. She jokingly "I was almost thrown out of the window", but it turned out to be a big sell. According to a survey, 85% of customers in the selection of products will take good care of the color problem. This survey resulted in Adi moving from black and white to color.

In addition to changing the color of the surface, Adi is also thinking of combining a variety of fashion elements, such as in 2014, Adidas sold with the gothic rock designer Rick Owens co-operation of the $800 pair of sneakers, Owens is a senior men's Dark Lord, his strange-shaped sneakers and sheepskin together. In many people's eyes can only use the "ugly" words summed up the shoes, and the same is evaluated as "ugly" coconut shoes, sold very well.

Second, continue to increase the content of science and technology. But unlike Nike's high-tech shoes, Adi's technological content is not only reflected in the user's comfort, but in the attempt to blend in with fashion, such as the Adidas patented technology boost damping technology, a technology that was thought to be against Nike Flyknit in 2015. But not by the technology itself, but through fashion, especially by Kenye. West's Ultra Boost, almost overnight, has crushed Nike's limelight. Even the trend Web site, Highsnobiety, joked in the reports that people who wore ultra boost to fashion week were more than those who went to the New York Marathon.

Technology is sometimes not used to display parameters, through real-life deduction, so that users themselves to experience, often the effect is better.

Third, let personalization become the ultimate experience for users. In Artie's plan, there is a very interesting gimmick, the 3D printing technology to apply to the shoe manufacturing, the ultimate goal is to allow everyone to get the right shoes for themselves. This seems to be a technical fan of the idea, still reflects the transformation of ADI, from the technical competition to fashion competition.

such as Adi developed a "marine litter" sneakers. Known as the production of raw materials from the recycling of marine waste, the greatest use of this product is in fact targeted at the user's personalized characteristics, so that users can wear shoes to have their own fan. And all kinds of in Stan Smith's tongue printed star or his own head, horse hair style, and NMD color match break black and white boundaries, in fact, are for the same purpose.

Let the user not only buy "money", and finally Let "money" into "street shoes." Adi's explosion, although may be a specific style, but in the style of adding more diverse personalized elements to facilitate user choice, the results of each color matching, fabric selection, pattern style, are vertically cut into a small crowd of consumer circles. And all this has been achieved, in fact, in a variety of fashion designers and the combination of the technology elements, gradually completed.

This has also given the almost desperate hunger marketing an interpretation, that is not the same type of shoes, are precision into different fans, although even in a single small circle is still insufficient volume, but also to maintain hunger, while ensuring that the small circle is not saturated, for ADI can also be assured of stability.

Let the explosion is no longer a popular commodity, and to meet the needs of different consumer single-person favorite, from the simple functional sneakers into a personalized fashion maker, is the game with rhythm, feelings and hunger and other foreplay to create the magic show, the final spoiler, but also Nike Battle magic.

Of course, the choice of such tactics, to some extent, is also not the same as the old rival Nike annual marketing cost of $3 billion to compete directly on a helpless side of the sidewalk breakout.

Is the breakthrough in the Adidas, will no longer be a simple sports brand!

Zhang Shule TMT Industry observers, game industry, the first commentary: zsl13973399819 book has "Pathfinder-the Internet Era industry Transformation Revolution", a drill to the ground seam in search of entrepreneurial vitality books. All major online stores and bookstores have sales.

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Book Music said: Foreplay is the door technology live Adidas's explosion of magic