Adi, the god of the explosion, again shot, what was this snapped up this time?
Even if you are not a sports enthusiast, you may have seen this white hoodie in many places.
This white hoodie named ZNE is still from the explosive manufacturing machine adidas.
Most people who care about fashion know what happened to adidas in the past two years:
Stan Smith, a small green tail on the street; in the second-hand market, it was hyped to nearly 10,000 US dollars in the cooperation of Yeezy coconut shoes; to a new color in a month, each replenishment caused long queues adidas Originals NMD, The efficiency of adidas in the sports trend market is amazing.
At the same time, it also revived Adi's financial performance, doubling the net profit growth for three consecutive quarters. With the trend of sports trends, from the hands of the new sports brand Under Armour, it regained the top two in the global sports market. The chair.
But in fact, as a professional sports equipment brand, the current profit structure of Adi, but strongly rely on adidas originals, the main line of street culture, sports technology - Adidas budget is no less than Nike in technology research and development - But it was put in the second place by consumers.
This is certainly not what adidas want, at least, this is not all.
As a result, there is the adidas Athletics, which is designed for athletes. ZNE Hoodie is a star that can't be ignored. It is sporty and sporty.
Obviously, ZNE's red-hot is not accidental, from the creation of the product itself to the momentum of marketing , it is quite stressful.
First of all, the hoodie (Hoodie) has been brewing for a while in the fashion industry chain.
From the fashion show's big cat show, the well-known bloggers' street shooting, to the lifestyle media trend education, the hoodie, which was once rejected by the mainstream fashion, also provided the consumption for the launch of Adidas ZNE Hoodie. The environmental basis of cognition.
If you don't believe it, Google will search for the Hoodie keyword and the Chinese-language guide will be published in the second half of 2016. Even the editors have boldly written the words "advanced fashion" in the text.
In addition, this piece belonging to the adidas Athletics series, which is the biggest difference from the previous explosions, is emphasized by the sports wearing experience - it can shield noise, reduce visual interference, ensure comfort and help athletes maintain Highly focused. The cap can accommodate headphones, "to take care of the habit of listening to music before the athletes go on the court" - can be described as detailed.
Second, the most routine, but also the most effective: the use of a large number of stars and athletes to build momentum.
This set of Adi White ZNE Hoodie has been quite skillful. In September last year, James Harden, Gareth Bell, Anna Ivanovic, and Xu Shilin, as spokesmen for the Chinese market, wore large posters of ZNE Hoodie white hoodies, standing on the streets of Huaihai Road, which was fiercely competitive in Shanghai. .
Product related topics #我是专注#, in the last season, I already had over 100 million readings on Weibo, and hundreds of thousands of netizens discussed the number. While looking at the topic page, it is not difficult to find that the same theme #我是专注# concept, this year ZNE90/10 has a large number of local athletes' faces: Ning Zetao, Hui Ruoqi, Peng Yuxi, Zhang Yuning, Yan Xiaochuan, Liu Xiaoyu, Yu Dabao, Wu Hao, Hao Junmin... are all sports stars sought after by Next Generation. They have a very appealing face, but it is not to be overlooked that they have more or less ZNE (Zero). Negative Energy) spirit.
It is also the "power of concentration."
This is the topic that adidas wants to communicate with consumers. This Slogan has insights that not only pokes the need for “focusing on the spirit†of contemporary people in the fast pace of life, but also connects to the spirit of sports – not just fashion trends, Adi wants to talk to you about real athletes. And the power of concentration they hold.
Therefore, it is worth mentioning that in the social discourse environment, especially this year, the proportion of sports stars wearing the latest ZNE Hoodie is far higher than the previous marketing case. To a large extent, the brand image depends on how to choose the spokesperson. This also shows that the adidas Athletics wants to be eloquent and talk about sports.
Still talking about sportsmanship, even joined the 90/10 theory. "The athlete's competitive performance, 90% depends on the psychological state before the game, and 10% from the daily training accumulation." In order to build, "ZNE is focused on the birth" product positioning.
On February 18 this year, ZNE launched its upgraded ZNE 90/10 Hoodie in the form of the adidas official website flash. The official website flash purchase is also limited to 90 pieces of special customized products with 9 athletes dedicated to the motto and personal signature.
Proverbs and signatures are placed in this position↓↓↓
Ning Zetao Declaration
This is Ning Zetao's custom model, his focus on the rumor: "That which does not kill us, make us stronger" (those who can not kill us, will make us stronger).
There are also sports rumors such as Hui Ruoqi, Peng Yuxi, Zhang Yuning, and Xiao Xiaochuan. For details, please refer to the following figure:
The effect of flash purchase is gratifying: 90 pieces of rumor custom models are quickly sold out within 2 hours.
This is the first time that Adi has tried online flash sales, which is a variant of hunger marketing. But compared to the strong control of the supply chain of the previous explosion shoes, this time the non-rumor version is the fan welfare of ZNE Hoodie - you can buy it online or in the online store.
In addition to the rumors, the product itself has changed a lot:
Textured texture of all black appearance
Mesh lining
Double-layer composite water-repellent fabric suitable for spring and summer wear
Asymmetrical asymmetrical cloak style
Stylish 7-sleeve design
As a sports jacket priced at 899 yuan, ZNE 90/10 Hoodie is considered to be remarkable in terms of design, sports performance, and product spirit.
This may be the first step in adidas marketing adjustments in terms of interpreting stylish sports products for consumers. After all, the sports product line with the name "athletes" still needs to be talked about in sports. This ZNE series, which has been a lot of effort by Adi, will probably become the explosion of the future public. Is your wallet ready?
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