It's 2024, and Adidas is still here?"
According to the financial report, due to the loss of love in the Chinese market, Adidas's shareholder net profit plummeted by 70% in the late quarter of last year alone. Unable to withstand the dismal revenue data, Adidas recently conceded 7% of profits with an almost begging gesture in order to feed the Chinese market.
I never thought that just a few months later, it seemed to be supported again, and it used a "Chinese" poster to refresh the Chinese people's perception of "white-eyed wolf".
1. Demons one after another, Adi evaporated 27 billion
For Chinese consumers, Adidas' status in the sports world was once comparable to that of Apple in mobile phones.
In order to buy a pair of newly released Adi NMD casual shoes first, a long queue of 2,000 people lined up outside a store in Shanghai overnight, and some people carried sleeping bags and tents to maintain physical strength.
But even with the long queue overnight, there are very few people who can buy it on the spot. Its staff revealed that their actual stock was only 1/10 of the number of people present. Those who don't buy can only accept the scalper's offer as high as 100,000.
With the means of "hunger marketing" and the label of "Kobe Bryant and Messi have the same style", Adi has made a lot of money in the Chinese market. IN 2018, THE ANNUAL SALES OF THE YEEZY SERIES ALONE INCREASED 80 TIMES FROM THE INITIAL $15 MILLION TO $1.2 BILLION.
However, under the preference of Chinese consumers, it has become a moth. Not only has its quality been greatly discounted, and it has been repeatedly put on the complaint platform because of the problems of "poor workmanship and cracked skin"; what is even more infuriating is that the support of the Chinese people is regarded as the confidence to do whatever it wants, and it has even opened the microphone on the incident related to the dignity of the nation and poured dirty water on the financier.
Soon, Adidas' arrogance got a "lesson" from the Chinese market. The day after the incident, its single-day circulating market value evaporated by about 27 billion yuan, and all domestic endorsement stars terminated their contracts with it: terminating all cooperation with Adidas.
Second, by the domestic reshuffle, Adi broke the can?
The huge reaction of the Chinese market has made the arrogant Adi no longer nervous. In order to win back Chinese consumers, it put down its position and hoped to prove its sincerity with low prices. Domestic dealers revealed: "The 5% off activity exists all year round, and some out-of-season models will be sold at 3% off." ”
However, while Adi lost the Chinese market, domestic sports brands have taken advantage of the momentum. Li Ning, which mainly promotes the "national tide", has an average net profit growth rate of 65.09 percent, and Anta, which has acquired FILA with its ability to make money, has also jumped first in the domestic market.
Not only in the field of sports, the national tide has long become a trend in China. Even the oral results of "Bei Itqiang", which was once preemptively landed by the United States and relieved the "unspeakable hidden" of men's lower body, have been gradually replaced by domestic production. Today, the market for imports in Jingdong has been squeezed to the bottom.
In the past, the United States relied on technical barriers to set a five-digit threshold for its strong achievements, and hundreds of millions of men with related needs could only linger outside the door of "regaining dignity".
Finally, after several years, under the technological breakthrough, Chinese scientists have successfully used the natural raw materials of black ginger and ginseng to land the above-mentioned domestic achievements with the potential to charge the mitochondria of men's roots, and the warm and moisturizing care provided by it is like a hot spring, flowing into the bodies of many men over 25 years old in first- and second-tier cities in China, allowing them to rejuvenate.
"During this time, it seems to be back to adolescence. Mr. Liu, who has been in love with his wife for more than ten years, said.
According to industry calculations, domestic Beitaqiang has gradually penetrated more than 70% of the vertical market, and there is a trend of continued spread, and the competitiveness of imported small blue films has gradually become worthless.
Behind the rise of national brands and national tides, it is actually the overall quality improvement of China's local manufacturing industry. Inspired by the innovative slogan, domestic brands and dealers have made concerted efforts to break out of their own world surrounded by "foreign brands".
Seeing that he couldn't compete with the national tide, I don't know if it was in order to attract attention, Adi, who closed more than 2,000 Chinese stores, also followed the trend and played Chinese culture, but it triggered a new wave of scolding from mainland netizens......
Third, the national style has changed, and Adi's "dirty things" have been ridiculed by the group
Recently, Adi launched a new advertisement titled "Cultural Inheritance", which playfully applied Qing Dynasty costumes and braids, and used exaggerated and satirical interpretations of Chinese culture, which once again touched the nerves of the mainland people about the bottom line of cultural aesthetics.
Many netizens bluntly said: "It's like stepping on."
In the end, under the joint address of the people, Adi's already low image fell to the bottom again, accompanied by a depressed scene in front of a big store.
From being alone to falling to the bottom, Adidas' experience in the Chinese market may illustrate a revelation: only by respecting consumers and aligning brand values with consumers can we win the hearts of the market for a long time and remain invincible in the fierce market competition.
Now, all that is left for Adi is the pain of regret.