Into 2009 China's sportswear market deserted a lot, once the active sports products do not know how to market after the Olympics. Probably the short-term strategy before the next hot spot, perhaps a short-term disorder under gloomy climate, perhaps a short-term failure under the condition of no brand essence ...
Adidas is the power of unity
Not only did not stop the wind, but more and more, but this time the scratch is against the wind. Businesses accustomed to the wind make the ship now doing nothing. Instead, international brands such as Adidas and Nike show extraordinary patience and endurance.
Brothers, very iron
As the old song: "unity is the power ...... even harder than iron, stronger than steel ..." Adidas continues to hold high the banner of the team, really have the team spirit to achieve the perfect momentum.
2006 "It take five (believe 5)" global basketball marketing, then, Adidas team spirit and then sublimation, set off a "no brothers, not basketball," the basketball team craze. In 2008 China started the occasion of the launch of his 2008-2009 season basketball advocacy concept "enough NBA, brother enough" (NBA Tested. Brotherhood Ready), firmly with the Nike storm basketball advantage, and the recent sniper gang is still strengthening And extend.
"Basketball is a Basketballhood" embodies the core meaning of basketball: every time someone takes the lead, everyone else follows closely, trusting and helping each other, and each match is for the teammates around him No one cares about the level of his score, and everyone only cares about the name of the team in front of the shirt, not the name behind. Brotherhood ties each player together. I believe the team believe brothers, there is no impossible!
If so, basketball is not alone! How can I win the game alone? Basketball is not five people! No champion team only rely on the strength of the first five tigers, deep bench strength and gather everyone's sense of team, is a super team's largest capital.
Yes, basketball is a nun. "When the ball bounces, look at the cooperation between brothers ... Everyone here can find their brothers, the relationship is iron, quite iron." Just as in adidas.TV "no brothers, no basketball," the dialogue. We also found more exciting languages ​​such as "Not Me, It's Us", "Going Together," "Brotherhood," "The Great Family," and more. "We not me" "every team need a hero, every hero need a team "...... Every sentence can be called advertising golden sentence.
May 24, 2008, Adidas "True Brothers, Basket Knot" summer basketball league in Guangzhou, Beijing, Shanghai, Wuhan, Chengdu, Shenyang, launched in six cities, is "no brothers, not basketball" Adidas The continuation and reinterpretation of the core concept of basketball.
Beijing Olympic Games has just ended, the Chinese men's basketball team indomitable fighting on the pitch, so that the majority of Chinese fans saw the outstanding performance of the Chinese basketball freshmen, including Sun Yue's outstanding play has attracted the attention of Adidas. Adidas decided to include Sun Yue under its banner. Mr. Bi Bao Yuan, Vice President of Marketing, Adidas Greater China, said: "Sun Yue is a very strong team player and is very much in line with the spirit of" no brothers, no basketball "advocated by Adidas basketball.
Not long ago, six top Chinese basketball players, went to adidas brothers camp in China, under the leadership of Tracy McGrady, feel the real top basketball atmosphere. Tracy McGrady invited a top team, Chinese teenagers under the leadership of Coach Tracy McGrady and their competition, began to have been on the downside of the juvenile face full of anxiety, but under the guidance of Tracy McGrady, gradually stabilize and start an effective counterattack In this game, McGrady lecture called: unity.
The game is over, the boys wrote "brothers" on each other's shoes. Tracy McGrady wrote "brotherhood" on a basketball, this is brother, Tracy McGrady told you as an NBA All-Star: No brothers, no basketball.
In addition to physical activity, Adidas also uses the Internet to push "No Brothers, No Basketball" activities to areas never covered by other brands. Consumers can visit the Web site to experience the adidas elaborate, starring by the Adidas NBA star network interactive programs. Help consumers feel more intuitively NBA charm, a deeper understanding of team basketball and "no brothers, not basketball," meaning.
Subdivision products, materialized spirit
Adidas is by no means talkative team spirit, with the team spirit has been deeply rooted, and now, Adidas also compelling product design to materialize what is the concept of team.
In recent years, the segmentation of the sportswear market has become more apparent. Today, internationally renowned sportswear brands such as Adidas are well established in price, style and structure. Whether we want to jog, exercise, play tennis, play football, or even do yoga or aerobics, The price, in the sports brand stores to find the right product, we can say that these sports brands can already 'armed' to the teeth.
As a top priority, Adidas adheres to its development of superior categories such as football and basketball and competes in competition with the dual strategy of high-tech and cultural ideas.
All along, hi-tech is the magic weapon for the market competition of domestic and international sportswear brands and the biggest selling point of brand promotion. Adidas has been in product innovation to catch up with Nike, while adding to the product to make consumers agree that the cultural concept. For example, "Team Signed" shoes are designed with the best basketball players in the world, designed and manufactured to fit the needs of all basketball players, "said Lawrence Norman, vice president of basketball at Adidas.
Both "team signature" basketball shoes Lightspeed, Lightswitch, Pro Model three series, Adidas 08 has made new progress.
For the first time, the concept of "C & C" was put forward. Every team of brothers needs the soul of creative control. The players on the basketball court can be divided into two categories: "Creator" and "Commander" Kind of type Then combined with the unique patented technology, for these two types of players developed a special team signature series shoes, named Creator series and Commander series.
Commander (control), a team commander is generally the No. 4 post player, the so-called "insiders get the world." Tim Duncan explains: "My role as a captain is to get the ball in the back and take on the inside defensively, and if the game does what I want, it's energy, hard work, and technology."
The other side of brotherhood is Creator, a player who generally plays the role of a player in the team from 1 to 3, who are smart on the court and often give the game more creativity and imagination Force, playing a wonderful game. T-MAC's point of view is: "The creator is an all-around player who can make a face-breaking defense in the face of the completion of breakthrough." Gilbert Arenas said, "The more creative you are on the court, you The more opportunities for teammates to score. "
Before making these players to body statement, this Adidas wins victory in the confidential work well, these two new shoes did not give any news, and the playoffs on the superstar foot is undoubtedly the most new shoes The ideal exposure, it appears that this team finally Adidas team power to finally broke out.
In addition to the development of key product lines, Adidas can also take the lead in occupying the vacuum zone of elderly athletes as a pioneer, pay more attention to the elderly with more humane care, and use sports to arouse their desire and passion for life. Adidas and Jet Li also co-design a set of "physical and mental unity" as the basic concept of a new fitness course, and in the country to promote, ready to get involved in martial arts supplies market ......
"Never only focus on a single assessment of a product in a creative", perhaps, this is Adidas product development strategy.