(The 50th anniversary of the joint joint of Adidas Superstar and Tmall)
In the epidemic, Adidas' most classic "shell head" Superstar ushered in its 50th birthday. Over the past 50 years, according to incomplete statistics, more than 100 million pairs of Superstar have been sold globally.
Recently, Adidas opened the cloud conference for the first time in its history, and launched the 50th anniversary of Superstar with Tmall Super Brand Day. 35 million people flocked to the live broadcast room, and sales exceeded 100 million in 9 minutes-far exceeding Adidas' sales record in 2019 Tmall Super Brand Day. After 10 minutes, more than 6,000 pairs of shoes were bought and became Tmall sports categories and clothing The most watched brand in the category live broadcast.
When there is danger, there is an opportunity, and Adidas has also found new opportunities.
A traditional press conference is expensive but does not necessarily bring in sales that match the expenses. But moving the press conference to the cloud, with a bit of entertainment, can enable consumers to "see and buy", "we have achieved sales figures that greatly exceed expectations. It can be said that the cloud conference can be used to budget and return Do a good balance ". Adi told reporters.
(Adidas and "Yi Xian Qian Xi" launched a joint set)
The fragmentation of social media and the fragmentation of the community have prevented many brands from using the marketing methods they were good at. Especially the young people who are competing for brands-at first glance, their faces are vague: independent, chasing the trend, pursuing a ceremonial consumer experience, and the attention is fleeting.
How to approach consumers?
All solutions ultimately belong to two words: data. When the value of data settles down, it becomes a necessary and basic infrastructure for e-commerce platforms and brands.
The winner in the digital age
A cloud conference was held in 10 days, and sales of more than 100 million yuan were created in 9 minutes. Adidas' success this time was not accidental, but the digital strategy was upgraded again.
More than one media and consulting company named Adidas "the winner of the digital age." As early as 2015, when the industry's digital level was still uneven, Adidas had already stood out with its digital strategy. This year, Adidas developed a five-year global business strategy called Creating the New. Rothde said: "Digitalization is the way of existence in today's world. We always hope to be better strategically and closer to our consumers." At that time, the way Adidas used to approach consumers was to rely on stars. Spokespersons, social media and e-commerce. Founded in the 1970s, Stan Smith's white shoes with green tails are named after an unknown retired tennis player. Around 2015, this shoe appeared on the timeline of almost everyone's social media-Adidas sent it to a lot of celebrities: hip-hop singers, designers, and talk show hosts.
(Celine designer Phoebe Philo wore Stan Smith at the fashion week to call the curtain)
After Celine designer Phoebe Philo stepped on Stan Smith at the end of Fashion Week, for a time, the shoes became popular on social media, so that Stan Smith's son asked him: "Dad, are these shoes named after you? , Or you changed your name based on these shoes. "In 2015, Stan Smith sold more than 8 million pairs. This "marketing miracle" was also copied to NMD. In 2016, 400,000 pairs of shoes with two colored rubbers attached to the sides were sold worldwide.
Adidas began to circle, from sports brand to the "tide brand" in everyone's mind.
From explosive manufacturer to double explosive
When Adidas' five-year digital strategy reached its fourth year, things changed.
In 2019, Simon Peel, Adidas' global media director, reflected that in the past few years, Adidas has overinvested in digital and effect channels, thereby sacrificing brand building and limiting the breadth of the brand's mind.
Brand marketing emphasizes the balance between brand building and sales. If excessive pursuit of short-term sales, it is likely to cause loss of brand value.
In the marketing field, sales volume and brand building are collectively referred to as "combination of products and effects." Adidas, which has succeeded in e-commerce channels, originally had no need to bring goods through the platform. The Tmall Super Brand Day has surpassed a "super sales platform": the protagonist is the brand, and the product sales methods and gameplay are all with brand characteristics.
If Adidas used to put chips on celebrity spokespersons and social media in the past, 2020 Adidas Tmall Super Brand Day updated the definition of digital-it recreated a new marketing and sales model, and reached sales and brand building Unity. The purpose of the traditional press conference is to create a scene through the media pen and lens to let consumers know what is happening on the scene and what the brand wants to express. However, Adidas used the Internet as an amplifier to turn the press conference, which usually only had thousands of people, into a carnival with tens of millions of participants. After the epidemic, many brands finally realized that digitalization is by no means a slogan of nothingness. The five-year road to digitization has given Adidas the direction it can take when facing a sudden outbreak. Of course, everyone knows that digitalization will not replace offline. The real trend is converging.
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