First, the introduction of Adidas
Adidas is a German sporting goods manufacturer. Adidas is named after its founder, Adolf Adi Dasler. Adidas clothing and sports shoes design can usually see three parallel bar in its logo can also be seen 3 3 bar is Adidas characteristics. Adidas is currently in the sporting goods market share followed by “Nike” followed by the second. Adidas trademark is a slogan is “no impossible”.
Second, Adidas and the Olympic Games
Adidas was originally involved in the Olympic marketing quite legendary. In 1928, Adi Dassler learned of the news of the Amsterdam Olympics in the Netherlands, and brought the hand-stitched sample shoes to Amsterdam for sale. At that time his idea is very simple as long as there are enough athletes in the Olympic Games to wear his shoes, by virtue of “Adidas” shoes quality will make the world certainly his products. The young master of the success of the workshop, in his efforts to lobby, Adidas running shoes finally become the Olympic Games game shoes, and Olympic athletes with people talked about. 8 years later Adidas seize the Olympic Games held in the native Berlin opportunity to carry out a classic spread later into the history of Olympic marketing. Before the Berlin Olympic Games, Adi found a great hope to win the famous American sprinter Jessie Owens fully recommend him to try Adidas spikes. This try to let Owens get treasure. Finally, he wore Adidas spike with four Olympic gold medal allowed to shock the world. Adidas is also famous for five continents. Adidas sponsored the history of the Olympic Games for nearly 80 years and the Olympic marketing has a long history and unique complex. Olympic marketing has always been Adidas the most favorable killer “with the Olympic marketing.” Adidas quickly grow into one of the world’s most successful sporting goods companies. So the Olympic Games and Adidas interaction, mutual influence.
Third, the success of Adidas factors
Adi Wang’s success has its own reasons, from two aspects: First, Adi Wang at the beginning of the establishment of their own brand for the correct positioning of their audience positioning and channels sink to the three or four lines Market, this market is not too sensitive to the awareness of sports brands, consumers pay more attention to the price, the second is the quality of the product. Adi Wang’s own quality also
There is no guarantee at all, and Adi Wang than other domestic sports brands cheaper, so Adi Wang soon occupied the market. On the other hand, Adi’s alternative marketing approach also created its success, which should be attributed to the younger generation of consumers anti-traditional concept of consumption. Adi Wang saw the opportunity to choose a very risky network marketing strategy. Is not the market already tired of it? Then we try to trial ugly marketing, it directly tells the consumer, I was cottage, very direct. It allows our consumers, especially the consumption of this brand, this price level of consumers have a sense of resonance. I think the reason for the success of Adi Wang is basically these two aspects.
Fourth, Adidas and Nike comparison and reference
Adidas from the history of the point of view, it is the first to launch the production of outsourcing footwear company. Their production companies are located in mainland China, Vietnam, Taiwan and Latin America. Marketing is one of Adidas’s two core strategies. Now their supply chain uses three different types of suppliers, including contractors, subcontractors and local raw materials companies. Their outsourcing strategy is critical to the success of the group and is imitated by the whole field. This strategy can shift risk, reduce labor costs and focus on Adidas’s core strategy marketing and research and development.
As one of the core competencies of Adidas Nike, marketing is not only advertising, but also attract and retain customers. The marketing strategy adopted by the Nike marketing team always reflects public opinion. In the 20th century, 80 to 90 years of most of the period, professional athletes were like a hero worship, so Nike invested a lot of money, please successful, charismatic well-known athletes for the product endorsement.
Nike’s competitive advantage: in the production process, from the 20th century, 70 years later, Nike put the manufacturing sector outsourcing to many Asian countries. On the other hand, in the sale, this “futures” orders plan to allow retailers ahead of 5 to 6 months in advance to set the transport guarantee, to ensure that 90% of the order will be determined at a certain time to arrive at a certain price. Now, Nike has three sales channels: retailers, Nike City and e-commerce. Nike City was founded in the 20th century, 90 years, show Nike’s latest or most innovative product line, in the main road advertising, Nike City is not so much a sales channel, as it is a marketing tool. E-commerce began in the 90’s Nike.com, Nike also allows other network companies to sell their products. E-commerce strategy to Nike re-ignited the direct relationship with the consumer.
Adi’s Leadership: Marketing is one of Adidas’s two core strategies. In addition to marketing, research and development is another core strategy of Adidas. They set up a new team of yeezys technological innovation, each year at least put a big innovation. In 2003, Adidas established a “mass custom” system, according to the customer’s foot different circumstances, personal preferences and requirements of the design of special shoes, the leader of the advantages of Adidas in this area in the first place.
We can see that the market strategy to change with the preferences of consumers. Rapid response to changes in the market, it is to maintain the footwear market in the core competitiveness of the magic weapon.
Five, the existence of their own factors
Can clearly clear the reasons for the introduction of Adidas bad decision-making and this decision at the time conditions will bring such serious consequences:
1. Internal advantages: Adidas because of stick to their own competitive advantage (dare to test in materials and technology), and contempt for the development of organizational environment changes (consumer preferences lead to recognition of different functional shoes), automatically give up the market The yeezys 350 direction of the development of consumer demand (running shoes market).
2. Internal weakness: Adidas management authorities obsessed with the original business philosophy, the lack of flexible and flexible leadership; Adidas organization lack of grasp of the market, the collection of market information function. Threats: ignore the competitive direction of competitors’ competitive strategy (sandwich biscuits soles), and the competitive advantage of competitors (research and development team grows, research and development projects are rich and colorful, close to 300 athletes try to test, and the use of fake yeezys materials constantly Bold experimentation and research) Opportunity: to reflect the changes in the environment: the rise of health movement itself is a commercial wind direction of the beginning. And for the 1970s a large number of new entrants are also lack of analysis. Especially in the Oregon trials Nike’s protests still failed to wake up the management of Adidas strategic adjustment. 90 years of fashion shoes is the second time the market sent the opportunity signal. Therefore, the Adidas management authorities should be based on the original advantages, the first of the enterprise’s strategy to make major adjustments, in line with changes in consumer preferences, the development of diversified product market. Second, strengthen the staff team building, human resources training, recruiting specially experienced personnel engaged in market information collection and analysis work. Finally, to re-establish the innovative corporate culture, to give up the original in the replica yeezys market leader in the proud attitude, so that the whole organization followed the context of environmental changes.