Adidas Is An Effort To Create A Burst Of Money

In the global market of Nike, Greater China is still the largest source of growth for Nike, contributing $1 billion 20 million in revenue, up 15% over the same period last year, and excluding the exchange rate, the growth rate reached 21%, the highest among all regions. Nevertheless, Nike's growth in the Greater China region is slowing compared with the 30% growth rate in the same period last year. However, Adidas's direct competitor, Adidas, is doing quite well in Greater China this year.

according to Adidas The two quarter earnings report revealed that excluding the exchange rate factor, Adidas's sales volume increased by 21% in the two quarter of 2016, of which the Greater China region grew the fastest, the two quarter increased by 30%, and the first half sales increased 30.2%. In the eyes of Yu Tang, ADI's success in the Greater China region this year is inseparable from its "breaking the surface" of the operation of the train of thought. The burst of money is a breakthrough to drive the rapid growth of the market.

Earlier this month, Adidas released the latest Adidas Athletics series, the first star single white Z.N.E. Hoodie. According to the introduction, this product is improved from the traditional match coat. The huge hat can help athletes to isolate the visual and auditory interference. The design of the hidden zipper pocket facilitates the placement of personal belongings, while the inside labels of the hoodies are printed with encouraging slogans to help them better focus on the competition itself.

The Adidas brand said: "in the presence of enthusiastic fans, athletes need to withstand enormous psychological pressure and maintain a high degree of concentration. With the advent of Adidas Z.N.E. Hoodie, we integrate the three key elements into the design, by shielding the noise, reducing visual interference and ensuring comfort, so as to help athletes stay in a highly focused state. No matter before or after the game, they can also provide excellent people. Wearing experience "

Today, Tmall, Jingdong and other electronic business platform Adidas official flagship store in the related products have been sold out, at the same time, offline store inventory is also urgent. Shopkeeper of a Adidas store in the Wangfujing area of Beijing told Yu Tang: "this style has been sold for a long time, and the stock in Beijing has been raised. Now we are all waiting to see whether ADI will replenish the supply after eleven."

From the point of view of franchised stores, this can help them. Sales volume The growth of the explosive money is undoubtedly more and more good, but Adidas's limited supply makes the store owners itch. The hunger marketing represented by the limit also shows the rich experience of Adidas in the marketing of explosive sales. With the design of Adidas avant-garde and the high level of technical support, the product of the concept of "focus" has swept the market.

In fact, nowadays, a sports product wants to become a bomb. Besides its own professional design and production process, it is also inseparable from the omni-directional marketing activities. The hunger marketing just mentioned is only the tip of iceberg in its marketing strategy. For this main product, Adidas is struggling.