Adidas' large-scale advertising campaign introduced music, artistic elements and fashion stars, trying to capture the youth market in an all-round way to surpass Nike.
In the most important business districts in Beijing, such as Xidan and Sanlitun, the provocative Adidas are all in huge videos, and huge posters have been fully rolled out. Works are always whimsical genius designer Jeremy Scott, singer Eason Chan, and super popular singer Katie who sings "I kissed a girl"? Katy Perry and model Angelababy became the new image spokesmen of Adidas.
Adidas chose these spokesmen who seem to have nothing to do with sports. If you do what you love, please do your best? The concept of. This is also a good opportunity for it to repair the previous image split. Adidas' three product lines finally have a unified proposition: Adidas Sport Performance, Adidas Originals and Adidas NEO Label. Adidas enriches the former sports star groups, such as soccer star David Beckham, Lionel Messi, NBA star derrick rose, etc., and adds elements of pop music and hipsters, which means that the sports classic and sports fashion product line, which originally represented street and fashion spirit, will occupy an increasingly important position in its future sales.
Adidas China has just recovered from the inventory crisis after the Beijing Olympic Games and is in urgent need of new revenue growth. Although the sales scale of sports fashion and sports classic series is smaller than that of traditional sports performance series on the whole, the growth rate is faster than the latter, which will become its main direction in China market in the future.
Here you will meet Li Ning Company, which launched a new brand image on 20 10. What is the new slogan of the latter? Make a change? The leaders of third-and fourth-tier cities hope to steal some young people who pursue fashion in big cities from Adidas and Nike. At the same time? Adidas is all in? Whether we can beat the bold and enterprising Nike is still unknown. In September 2009, Michael, a partner of Boston Consulting Group? Hill Faustine has published a new book, Women Want More, entitled Marketers Catch? The largest and fastest growing market in the world? A guide to. According to the survey of 654.38+0.2 million women in 22 countries published by Hill faustin, although Adidas attaches great importance to the women's market and goes all out, Nike has become the most popular brand for women.
Adidas changed its slogan
It is impossible that nothing has been translated into Chinese. No, impossible? .
This is the slogan created by 180 Amsterdam Company for Adidas in 2004 to promote the sportsmanship in its professional field.
Adidas has all been translated into Chinese? Adidas goes all out? .
This is the new slogan that Adidas launched in March, calling on its consumers? If you do what you love, please do your best? .
Adidas China has stopped loss.
Adidas reduced the price of the backlog caused by the Olympic Games by 30% to 30%, and encouraged dealers to enter new channels such as Carrefour and Taobao.
Adidas gives some compensation to dealers who have handled the inventory. Because the inventory handled is often lower than the wholesale price, this means that Adidas and dealers should share the losses.
For those dealers who want to quit, Adidas also supports them to change their contracts and negotiate the exit mechanism.
Adidas allows dealers to open discount stores, even around regular stores.
Li Ning, who has experienced the pains of brand transformation.
Li Ning Company launched a new brand image in June 20 10, instead of? Anything is possible? What is the new slogan? Make a change? It describes its consumer groups as? Li Ning after 90? Lin Chi-ling and Tao Zhe, as new spokesmen, hope to win young consumers in first-and second-tier cities in brand image.
Due to the adjustment of the dealer system and the fact that some dealers reduced the number of goods they took because of the price increase of products, the number of orders received by Li Ning Company at the product ordering meeting held in May, 438+February and June last year decreased by more than 7% and 8% respectively. After the news was announced, Li Ning's stock fell 16% for three days, and its market value evaporated by more than HK$ 3.5 billion a day.
In the just released 20 10 annual financial report, Li Ning's annual revenue and gross profit increased by 13% and 12% respectively, far below the average annual compound growth rate of more than 30% in the past decade.