Experienced the sale of the NMD battle, I believe even an ordinary people are aware of one thing: the shoes may well be better, there is no topic is king. As for a shoe is hard to find YEEZY, it is every sale to us bombing, tyrants all kinds of headlines.
Have to say, adidas more and more will do behind the scenes, this model may have to start from stan smith.
1963 launched the classic tennis shoes stan smith, every few years must be renewed trend, half a century since the sale of more than 40 million pairs, adidas is fancy it classic design and fashion reincarnation ability.
So how did the adidas team work?
Adidas global marketing director said: This is a well-arranged three years of marketing activities.
The first thing they do is: stop production!
Adidas in 2010 began to stop stan smith, the purpose is to clear the market, the formation of scarcity, so that the latter part of the operation topic.
Emptying the market 3 years later, they find a luxury brand Céline creative director Phoebe Philo, itself is stan smith fans in the catwalk after the end of the show wearing this pair of small white shoes curtain call, both pocketed the eye, but also this pair of shoes Brought into the hi-end fashionable world.
After six months, adidas in all channels to do the promotion:
– as early as mid 2013 will be in twitter notice stan smith will return in 2014, first buried foreshadowed;
– the shoes to the fashion influx of people, stars: David Beckham couple, Phoebe Philo, Jeremy Scott, etc., to increase the exposure and celebrity effect;
– open a small amount of reservations, to seize the mentality of the owner of the rare, these people are very happy to share in the ins wearing photos;
All these, let stan smith in the social network continue to create the topic, continuous fermentation.
Adidas on the 50th anniversary of the stan smith (July 2014) will be pre-sold in the various channels of paved goods, these looks very hi-end price of only $ 75 green tail small white shoes, instantly Causing a frenzy of buying tide.
▲ stan smith pop-up store
Lit the stan smith after the wave, adidas has not stopped.
It and more hi-end brand co-launched joint models, which sold the most Raf Simons joint price of $ 375, so that adidas with $ 75 classic to seize the market, after the headline, began to introduce more expensive Of the style to harvest the consumer’s wallet.
It is not difficult to see that the NMD is also concocted.
NMD as early as 15 years in December there is a small amount of sale, then many stars received this pair of NMD, including our familiar Edison Chen and Eason Chan, star effect, media exposure, limited sale, these keywords together, The achievements of the March 17 NMD snapping up the event, this pair of shoes quickly into the public eye. Of course, in China, but also ultimately Putian’s “strong support.”
According to adidas released quarterly statements, only in the March 17 this year, NMD will be sold in the global 400,000 pairs!
This time the new one of the most vanguard of the past few days before Edison Chen in the instagram out of the luxury out of the box video NMD R1 Primeknit “Pitch Black”, the global limited 500 pairs.
▲ NMD XR1
As for the price, has arrived almost equal to the sky of 30,000 yuan (¥ 19,999 – ¥ 30,999)!
And a shoe is difficult to find the YEEZY series of slightly different, although the same hunger marketing, but most of the shoes YEEZY series do not meet the public’s aesthetic vision, in other words, they are not so popular, born for niche market, Sell.
▲ YEEZY boost 350 v2
Kayne West’s own appeal and limited sales makes this series every sale comes with headlines, and then after the reseller reselling, the price turned several times is normal, in 2015 the most expensive sports shoes TOP 20 list, The top 10 was occupied by YEEZY 6.
▲ 2015 most expensive sports shoes TOP 20 list
Indeed, the sale of expensive is not equal to sell more, the final win or lose the marketing game or rely on numbers to speak.
Then look at their sales, no doubt, dominated the top three YEEZY series far off the competitors, Kayne West x adidas Originals fishing capacity is evident. However, Kan Ye’s own profit and no form looks ideal, which is a large part of the money actually flow to the shoes dealers.
So, adidas is also seeking to reach a closer partnership with Kanye, including the announcement of the new product line “adidas + KANYE WEST”, to be opened special stores. Guess this cooperation will be the main low-cost market, after all, kang Ye need to open up the mass market in exchange for sales.
▲ 2015 most expensive sports shoes TOP 20 sales list
Even half dead do not live
Reebok also began to recover
With the rebound of adidas, its brand Reebok also began to out of the year-end loss of the trough state, in the transition to fitness brand began to recover after the direction of the brand.
As for Reebok Classics is more and more to adidas Originals positioning development, fury series to become its sales explosion, frequently appear in the street shooting, walking in the streets of Hong Kong, the real head is not seen bow.
A cheering sound
Although adidas topic constantly, earnings equally good-looking, but in recent years, various sports brands have different degrees of rise, adidas still not happy too early
In particular, the heavy capital of the North American market (global share of 44%), even if the second back, and UA only two or three fight it, from the first big brother nike there is a long distance. Moreover, compared to the various fields in the flow of nike (basketball, track and field, tennis, fitness, etc.), adidas in addition to football field can hold outside, the other are poor performance.
Adidas another grasp is not good for the women’s sports market, with the designer Stella McCartney launched a series of cooperation, although beautiful, in the consumer market is applauded, but the higher price constraints of sales to further expand.
For the sports brand, the female market is in recent years with the movement, healthy lifestyle rising new growth point, adidas has not really opened the situation.