Adi Wang "Cottage Marketing" Has Become A Big Winner In Sports Brand.

< p > in the sports big brand annual report shrink, one after another shut down, the whole industry melancholy, news came out, Adi Wang profit has reached 110 million yuan, and the store has also opened to more than 3000.

When people laughed at the "cottage" of Adidas, the enterprises themselves succeeded, especially when the sports industry was in adversity.

As a low-end brand, if its name is omitted, its positioning and marketing will be intriguing.

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< p > now, the domestic outdoor brand ecology basically presents the Pyramid pattern: the high-end outdoor products are almost monopolized by foreign first-line brands, and the middle and high-end outdoor are mainly two or three brands abroad and a few domestic brands. Most domestic brands are wandering in the low-end outdoor camp.

Moreover, most local brands are at a disadvantage in technological innovation and product innovation, and the pressure of growth is enormous. The Matthew effect of first-line brands is increasingly obvious.

In this case, the management idea of Adi Wang may give us some inspiration.

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< center > < img alt= "ADI king" width= "500" height= "346" src= "http://img00.hc360.com/shoes/201304/201304160917529304.jpg" / < /center >

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< p > < strong > locking middle and low end market < /strong > /p >

< p > the ADI King brand was founded in 2006, when the famous brands carved up the market and sporting goods were separated.

Adi Wang made a correct positioning of his brand, and lowered his audience positioning and channel to the three or four line market.

This is based on the fact that the three or four line market is not very sensitive to the recognition of sports brands. Consumers are more concerned about the quality of prices and products, and give more development space to low-end brands.

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< p > now, the competition of the first tier cities in the outdoor products market is fierce. Some brands have begun to turn their attention to the two or three line cities.

For what kind of products to enter the market in what way, we need to conduct in-depth analysis of consumers.

Many two or three line cities are surrounded by many outdoor resources. With the attention of the media and the Internet to outdoor sports, many people want to join them, but their monthly income is far lower than that of the first tier cities. The pressure of life is greater, and it is difficult to carry out long distance outdoor sports. The short term activities are more convenient, and the content is mostly hiking, mountaineering and riding.

They are very sensitive to price, but online shopping is not popular, which requires the brand to produce products that are suitable for consumers.

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< p > < strong > never "Shanzhai quality" < /strong > < /p >.

< p > open the website of Adi Wang, which lists the history and honor of the enterprise.

In fact, Adi Wang is an enterprise that works in strict accordance with the regular routine. It has no taste of "Shanzhai" in its operation. In the management concept, it is called "national brand and national pride".

The message conveyed to consumers is that although the image is "vilified" among the people, Adi Wang is definitely not a Shanzhai product.

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< p > in the feedback of consumers, the quality of Adi Wang is guaranteed, and the price is low, so it can quickly occupy the market.

In this case, image cottage is no longer important. On the contrary, it only adds a little entertainment spirit.

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< p > the price and scale of the low-end brand make them have great restriction in material selection and production process.

Many times, there is no need to shout the slogan of "watching the international first-class standards". The key is how to stand out in the same products.

In the fable, we don't need to win the tiger, but we must run faster than the people around us.

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< p > < strong > marketing skillful Kung Fu < /strong > /p >

< p > compared with the expensive mode of "CCTV advertising + celebrity endorsement", Adi Wang's fame comes from a more than 60 characters of MP net.

"Cottage marketing", Adi Wang from the original simple text, to the subsequent endless discussion about the king of Adidas, spoof and worship, the interaction between netizens is incisively and vividly. An ordinary or even vulgar brand has been praised and exaggerated.

The advertising effect is surprising.

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In the last two years, Adi Wang has started sponsoring all kinds of sponsorship, but the cost of sports brand is still at a low level when it spends more than 10% of advertising expenses on P.

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< p > this model is difficult to imitate. For outdoor brands with a certain market base, we need to learn Adidas to make good use of emergencies.

Everything is not accidental. When naming a brand, the operator of Adi Wang should have foreseen this situation. It is a matter of learning how to burn Mars and not fire it.

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