Adidas Grabs Women'S Market To Attract Female Consumers

< p > it is Adidas's first localized market activity in China, focusing on female consumers for the first time. In addition, it is the largest market activity of Adidas in 2013.

What is the key factor of success after the remarkable sales growth? What are the second stages of women's market activities? < /p >

< p > what is the attraction of sports to female consumers? Sports, athletics, physical fitness, or sports and leisure styles? < /p >

< p > 2009, Adidas launched the women's marketing campaign. The movement concept of "Me, Myself" explored women's real life status and sports demands from the perspective of female consumers. The aim was to encourage women to feel confident, happy and balanced in sports, and let women meet a true self through sports.

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In the same year, the Nike women's series "Metamorphosis" was launched. The theme of the women's series of market activities was "Metamorphosis". The 3 week training of the professional model Chun Xiao was filmed into 5 episodes, showing the "Metamorphosis" brought by scientific movement and diet to Chunxiao, and synchronized with the promotion of personal bloggers, Nike women's official website and major video websites at Chunxiao.

In communication with women's sports consumers, Nike hopes to convey the message that sports bring good changes in body and mind.

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< p > then, the Lining women's series "InnerShine" swept over and signed the famous model Lin Chiling of Taiwan for their endorsement. The selling point is the unique aesthetic feeling in the graceful movement.

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Two years later, Anta officially launched the women's market and launched the exclusive women's sports product series. It opened up the heart beat, and joined hands with Guo Jingjing, Jane Zhang and Zheng Jie, the three superstars, to launch an advertising offensive to the women's sports market, and to convey the external, positive and moving attitude.

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< p > based on the strategy of deep mining and subdividing the market, sports brands have long been exploring in the women's market.

In retrospect, the theme of brand communication is nothing more than the two demands of "sports concept" and "women's true self". In short, it encourages women consumers to gain self-confidence, beauty and physical and mental pformation through sports.

If an advertisement tells you, "sports dating sister" or "sport social interaction", will it resonate? < /p >

< p > < strong > "social" to break the market segmentation < /strong > < /p >

By the end of February 2013, Adidas launched the omni-directional market activity of "sister in name and all in all" for women consumers, and excavated the concept of friendship, that is, women connect with similar sports enthusiasm and create the group belonging to them through this shared enthusiasm. P

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< p > the focus of the whole activity revolves around friendship, sisterhood and group concept.

The specific contents include: advertising promotion (outdoor, paper media, television and digital media advertising), public relations promotion, digital promotion and shopping promotion; all over the country start offline activities, hold fashion shows, show different styles of products.

Over the next two months, the search volume of Adidas's advertising reached its peak. Most of the searches focused on products and new brand ambassadors Hebe Hebe Tian in TV advertisements. Meanwhile, the shop visiting rate increased significantly, and the sales volume of women's sports performance products increased by 40% over the same period last year.

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< p > "women's category is one of our most important products.

After we launched the women's market activity, we saw a significant increase in sales, "said ColinCurrie, director general of Adidas group Greater China, Gao Jiali, in an interview with successful marketing.

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< p > in addition to enhancing brand attention and product sales, the marketing campaign of "all in all efforts" in the name of sister has a more special and important significance for Adidas China team. It is Adidas's first localized market activity in China, focusing on female consumers for the first time, the first independent and cross category market activity, and it is also the largest market activity of Adidas in 2013.

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Unlike the 2009 "Me, Myself" market activity, P propaganda was aimed at women's training products only. Now, for women's sports performance series, cross category products, from fashionable clothing to sports products that can enhance athletic performance, are all involved.

In addition, the concept of "Me, Myself" has been designed globally and adapted to the local market.

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< p > < strong > focusing on running and indoor sports < /strong > < /p >

In 2014 P, Adidas continued to "devote all efforts to the name of a sister", launched the concept of weekend dating as the theme, and encouraged girls who love life and sports to bring their sisters, break the traditional weekend dating way, join Adidas's movement, and have a colorful Weekend Sports Party.

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In order to promote this concept, Adidas launched the new women's TV advertisement, which was starred by Hebe in March, with the theme of "sister Weekend Sports" as the main thread of the story. It brings different sports charm to female consumers, and encourages female friends and their sisters to make full efforts in sports and enjoy the enjoyment of sports in P.

At the same time, launched the "adidasgirls" WeChat public account, users can play games, get the weekend sports new content, product information, sports tips and other rich information.

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In the new p season, the emphasis is placed on running and indoor sports products, which represents the development focus of Adidas women's Sports Performance Series in the Chinese market.

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< p > "(running and indoor). This is the two rapid development in China.

For many women who are just beginning to exercise, running and indoor sports are very attractive. These sports do not require special training and are easy to learn.

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Running P, for example, is getting more and more attention in China, which can be seen from the number of new marathon events in China.

In 2012, China hosted over 20 long-distance marathons.

Ten years ago, only 1~2 such games could be seen each year.

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What is the driving force of all these factors? In Adidas's view, the first step is the promotion of sports participation in the whole country. P

Second, running is an easy sport to participate in. Unlike other sports that require equipment or equipment, it has a lower threshold for running.

"These trends make Adidas full of confidence in the Chinese market," Gao Jiali said.

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< p > < strong > understand local consumers is the key < /strong > < /p >

< p > for Adidas, the marketing campaign of "full name in the name of a sister" is successful, and the most important factor contributing to its success is "trying to understand the consumer".

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< p > "I go to the gym with my friends, so that we can encourage each other."

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< p > in the in-depth investigation of the Chinese women's sports market, the Adidas team interviewed 126 women aged 15 to 28 from 6 cities, and found that they had a special emotional appeal for sports and fitness. They did not simply regard exercise and sport as a place for exercise, but also regarded it as a place where they could socialize with their friends.

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< p > besides, friendship is an important part of a girl's daily life. It will be more fun to have dinner with friends, shopping together or watching movies.

The same applies to sports and fitness.

For girls, whether swimming, playing badminton or doing yoga, it is more fun to participate in these activities with friends.

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< p > although the traditional way is to exercise sports as the core and promote women's sports products with a strong physique, but after understanding the needs, thoughts and aspirations of female consumers, Adidas decided to set up another path to attract this subdivided consumer group with the demand point of "social interaction".

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Less than P, consumers who understand the local market are not only the basis of marketing creativity, but also for developing market segments, opening stores, or product mix plans.

"When we develop new market segments, it is important to take time to understand the local market and consumers.

For example, we saw tremendous growth potential in the northern outdoor category.

Based on local climate and geographical conditions, the north is longer than other parts of China in winter, and more consumers like ice and snow sports.

Therefore, most of our outdoor stores are located in cities in northern China, "Gao Jiali said.

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< p > in Adidas's brand portfolio, besides sports performance series, there are women's products in sports fashion series NEO and Originals, but in the future, Adidas has no plan to launch cross brand marketing activities, /p.