In The Changing Market, How Does Nike ADI Marketing Seize The Hearts Of Consumers?

For many fans, Kobe's retirement match is a farewell ceremony. In April 14th, fans sat in front of the TV to watch Kobe's last match.

Liu Hui is a member of many branches. In order to pay tribute to his idol, he specially wore the Nike Kobe XI basketball shoes to watch in advance.

As Kobe retired, Comet bought them.

Kobe series sneakers are reserved for commemorating Kobe's sneakers.

This phenomenon of "robbing shoes" can not help reminiscent of the scene of Adidas's new Originals NMD in March 17th this year: queuing up, buying goods out of stock and selling high prices.

In China's huge consumer market, people's demand for shoes has been changing. From ordinary sports shoes to international brands, to limited edition, player edition and Signature Edition, the whole consumer market is gradually fragmented.

In the face of the changing market, Nike and Adi are still able to catch the hearts of consumers and sell their products.

How can we push the product to market and achieve the desired results as they do? Three secrets can be found in the marketing From EMKT.com.cn strategy of Nike and Adidas.

Strategy 1: pay attention to

If you want to get a long-term development in the business world, no brand can't do it.

The most important factor for consumers to buy Nike and Adi shoes is brand.

When it comes to buying shoes, most people will unconsciously consider the two brands, Nike and ADI.

And the rest of the market.

In contrast, when the price is too high, most consumers will consume because of their quality assurance.

Nike shoes and Adi shoes give people the first feeling of comfort.

Speaking of Nike, people are most familiar with its air cushion technology.

Nike's air cushion has always been the main configuration of its sneakers. Its main types include Air-sole, Air Max and Zoom.

The Zoom air cushion is most commonly seen in Nike high-end sports shoes. It uses elastic fiber stretching effect to keep the shape of the air cushion evenly. When the force is applied, the feet will be provided with shock absorption and feedback quickly, and the comfort will be greatly improved.

Nike's counterweight is Adidas's adiprene+ and adiprene shock absorbing adhesive technology. The former emphasizes rebound, and the latter emphasizes slow shock. Its latest boost technology has also become a good choice for sports enthusiasts.

The importance of technology makes Nike and ADI's shoes form their own unique brand identities.

Although in the same field, the positioning of the two is different.

Nike's positioning emphasizes individualization and trend. Its main consumer groups are those who are young, have purchasing power, enjoy sports, love fashion and pursue leisure.

Adidas pays more attention to market segmentation, and its three different series are located in different groups, offering different sports styles to deeply cater to the current sports fans' preferences.

Brand can play an immediate effect on product marketing, and establishing a good brand image is the first step in marketing.

But it should be noted that the formation of corporate brand depends on its quality products and services.

Product is the cornerstone of brand. Only by providing good products and services with good reputation can enterprise brand be formed gradually.

Strategy two: learn to control costs.

The cost mentioned here includes two aspects, one is production cost, the other is marketing cost.

The common point of controlling production cost is to learn to save money, but it is not to let enterprises cut corners in product or service quality, but requires enterprises to cut unnecessary expenses.

Although Nike and Adidas are involved in traditional manufacturing industries, they all belong to light assets enterprises.

In production and sales, Nike and Adidas adopt the mode of OEM R & D and agent cooperation to realize their light assets operation.

Its factories are labor resource oriented. In recent years, with the improvement of human capital in China, they have pferred factories to relatively cheap labor areas such as Vietnam and India to control their production costs.

Adidas also spent a lot of thought on the cost of R & D.

Take the new NMD introduced recently, a pair of shoes launched 21 different color matching.

Under the same style, only by changing the way of color matching to increase the multiple choice of products, the cost of research and development has been greatly saved.

This way can kill two birds with one stone, saving the cost of research and development, and creating high topics for products and improving the exposure rate of products.

Cost is related to the profits of an enterprise. Enterprises should learn to control costs and reduce unnecessary expenses.

In the aspect of product development, we should try to minimize input and output the highest. In product marketing, we should make full use of the dissemination mode of fragmentation era, make good use of topic dissemination, and arouse the people's high attention with the minimum communication cost, and spontaneously spread it, so that consumers can become a brand of water supply army.

Strategy three: understanding consumer psychology

Marketing in any field can not be separated from the analysis of consumer psychology.

Whether it is Nike's Kobe series or Adidas's NMD, the hot selling of the two is related to the psychological control of consumers in the marketing process.

A pair of shoes of one thousand yuan or so is being fired to more than three thousand yuan, which is worth the credit of the consumers.

There are two ways for Adidas to promote new products: one is storytelling and history, and the other two is to create full topic.

The focus of these two strategies is people's deep feelings towards past, idol, star and so on.

In the case of Adidas NMD, the selling mode is scheduled.

ADI officials released 3 advance news on color matching ahead of time: in the Chinese market, consumers can only buy through official website balloting and on-site registration.

This news gives consumers the impression that "one shoe is hard to get". This news has done a lot of work for its massive entry into the market, and has successfully created a topic of conversation, which has aroused consumers' concern and prompted it to buy impulse.

Then, on the 17 day of the sale, all the authorized stores caused a new round of hot debate because of the shortage of goods.

After the new color comes on the market, the topic of this pair of shoes is "can't buy" and "where to look good."

For many consumers, even if they can not buy or feel ugly, they are still happy to compete with each other because they are worried about missing.

This psychology has a noun in marketing, called "missed fear", that is, follow suit.

Besides the topic triggered by its selling mode, the star effect has also played a huge role in the dissemination process.

Before the launch of new products, Adidas usually produces special items for stars, detonating the market through star effect, spreading from niche groups to market popularization.

Edison Chan, Eason Chan, Andy Lau, Wu Yifan, Li Chen, and white lilies always pass through these shoes when they hit the shoes in the domestic entertainment circle, which increased their exposure in the early stage of the sale.

Topic is the magic weapon of the fashion industry. Enterprises should make good use of the star effect and the public's psychology to create continuous topics, which will arouse consumers' attention and improve the exposure of products.