Marketing Of Adidas NMD: The Rush Of Money Is Not Accidental.

In 2015, we have to say that the world of sports shoes.

Not just Nike,

In the Chinese market, the domestic sports brand manufacturers have finally got rid of the pressure of inventory in previous years, and have made a quick profit warning.

Compared with Nike and Adidas, the media exposure rate of Chinese sportswear brands has been decreasing.

It is not a product that is out of line, nor a design that is not fashionable. But at the marketing level and the eye catching of technological innovation, the gap between domestic brands and foreign brands still needs more research efforts.

Looking at the brand marketing strategies of Nike and Adidas over the past few years, two different routes have been taken: Nike is high-tech, Adidas is trendy, and the eldest brother is brilliant, but the old three old four brands are struggling, but the traditional fashion shoe brands across the border are in pain.

Adidas's Star Marketing

At the beginning of March 2016, Adidas's NMD (No Mad) series became successful, becoming the first commodity to be bought by the cattle line in 2016 in mainland China.

In every city, Zhuang Jing was also cited as a wonder by many media, and then popularized a brand series to the public.

The fashion of shoes is not to mention at the moment, but for brand marketing, it has to give Jon Wexler a good compliment to ADI's global marketing director.

At the end of last year, China's major

Eason Chan, Wu Yifan, Shawn Yue, Fan Bingbing and other stars wear NMD series everywhere.

Celebrities and bloggers' shoes are sponsored by brands. When celebrities push this sneaker to the peak of "exploding", the market gradually pulls up consumers' higher expectations for goods, and then through the limited "hunger and thirst marketing", the urgent demand for fashion consumers to catch goods in the first period reaches the limit.

The styles, colors and storytelling of shoes are the choices of stars with the ability to earn money.

Celebrities wear the popular cognitive craving of their shoes, and limit the psychology of consumers buying goods manufactured by consumers. This shows that Addie's market operation is skilled in controlling.

This is already the killer of ADI in the global market.

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It is the most basic fashion for many fashion brands to take advantage of consumers' blind worship of "opinion leaders".

As a sports brand, ADI has made remarkable progress in the marketing strategy and effectiveness of the fashion brand in recent years.

In 2015, ADI and the US basketball star Kanye West jointly launched the Adidas Yeezy 750 Boost. Kanye gave her minutes to wear Yeezy to attend the major events and launched his friends to wear the shoes together.

As a result, 350 dollars of shoes are sold at a price of more than 10 times on the black market.

Kanya West, the most popular sports star in the United States, is not only Adidas, but also the Jumpman (Jordan) shoes that Nike endorsed by her old boss.

The fashion represented by Kanya West is more than just

The spokesperson is more closely related to the developed industrial chain of the whole entertainment circle in the United States.

His wife Kardashian and Kardashian's family behind the card family are the most famous family in the entertainment industry in the United States. Each of them moves almost to the first of the major entertainment media in the United States.

Although there are many serious media about this, there are many voices against it.

But in today's us, even a serious matter like running for president has become a personal show of trump. The economic chain and consumer chain that the entertainment industry is driving is not yet strong enough to assess.

In contrast, Adidas's spokesperson in China, Eason Chan, a very hardworking artist, not only sings well, but also has a good reputation in the circle, which is very much in line with the Orientalist value orientation.

It is very influential in the circle, and friends are very popular with good gentlemen.

With the help of Eason Chan, all the stars are wearing Adidas NMD shoes. This scene is entirely a copy of the Adidas Yeezy mode in the US.

Celebrities are wearing the same shoes at the same time. In this advertising effect, do brand businesses need to auction the golden time advertisements of CCTV?

With Wu Yifan's popularity among young people, he has more and more Adidas advertisements.

The continuity of star effect, Adidas in the fashion brand line, is not only a year or two homework, but inheritance and order, series follows series, brand follows brand, star follows star.

Nike's high technology

On the second day of Adidas's launch of NMD, when the news of queuing for shoes was overwhelming, Nike launched the explosive news. His family developed more than 20 years of automatic bandage shoes, and the high-tech scenes of his return to the future caused a sensation in Western media and consumers.

In fact, this high-tech shoe will be launched in the holiday season in 2016, and the price is still uncertain.

At this time, the news launch has to be followed by Adidas's perception of consumer cognition and public opinion.

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Nike's two day new product and new technology launches show this HyperAdapt Trainer 1.0 sports shoes. It's really eye catching. It integrates sensors in the heel position, regulates sneakers to suit the size of the sole of the feet, and two lateral buttons help users control the shoelace's tightness.

That is to say, this shoe can automatically sense the size of the wearer's feet, and adjust the automatic tightness.

Will this become the rudiment of future sports shoes?

After losing the Kanye West, Qian Shu's Nike, the sports brands that run on hi-tech road only catch up.

First, "Nike+", a series of health tracking applications developed by Nike, a Apps that can store and display motion date, time, distance, heat consumption and total movement times, total distance and total calorie data.

This Apps comes with the launch of all digital sports products.

With the launch of the FuelBand intelligent fitness wristband in March 2012, the first wave of portable digital sports has been launched. The "Nike+" Apps platform is a combination of sports data, merchandise sales and social interaction, which perfectly presents the convergence of offline retail and online commodity scene.

The HyperAdapt Trainer sports shoes are closely linked with technology, sports and numbers, giving people unlimited reverie.

Based on sensor technology, it can pmit detailed footage data to the digital platform for recording, which is much more accurate than the original intelligent running shoes with so-called intelligent modules.

In addition to "Nike+", customization of Nike is also the pioneer concept of industrial 4, and Adidas has its own competition.

Adidas has recently tried to make use of 3D printers to create soles, which has intensified the pformation of the apparel manufacturing industry that propelling the sneakers on the industrial 4 to reach the customization of individual customers.

Whether it is the fashion line of Adidas or Nike's high-tech digital line, the competition between them makes them not to earn in the Chinese market in 2015. Nike's performance has increased by 18%, and Adidas has achieved an astonishing 40% growth.

The national sports, the national run, the national marathon's frenzy increased the performance of the domestic brand clothing to a stall, and the domestic sporting apparel of the latest news has finally got rid of the backlog of losses, and has handed over the annual report of profitability: Anta, which has shown the biggest position, has increased by 24% in 2015, and XTEP has increased by 10%. At the same time, Lining has finally turned a profit.

At present, more than ten billion sports apparel brands in China are Nike, Adidas (14 billion 145 million yuan) and Anta (11 billion 126 million yuan) respectively.