Adidas, a familiar brand, seems to have a kind of? Is it cool? Fashion.
But whether a brand is cool or not is not judged by our subjective feelings. We should speak with data.
Big data shows that from 65438+1 October1to 17, Adidas is far from cool in brand awareness. In several peak periods, Adidas' popularity has surpassed Nike's.
But why do we always feel that Adidas can't keep up with Nike?
& gt The first is the speed of product update.
In fact, Nike was Adidas a few years ago. After Adidas launched boost, it set off a new wave in the global sports world, and also made major brands start to implement the substrate revolution.
But at that time, Nike was indifferent to this and had been playing games of replicas and co-brands, which once made people feel that Nike had entered the pension mode.
However, with the emergence of Nike's plan to break two, and the great feat of kipjag, 4% and the next% of shoes have become hot-fried chickens. What is this called? The strongest? .
In contrast, ADI, boost, boost or boost in the same period. It seems that Artie has no choice but to help. Ulaanbaatar is a superficial reform and a way to complain about others. They all feel that they are not changing their medicine, but adding more motivation to their backs.
& gt Followed by the bottom of the development of science and technology.
As mentioned above, Artie has nothing to play except boost. However, under the pressure of boost, Nike launched react, and now it has made zoom x, the strongest PEBAX material.
Judging from the development of midsole technology, Adidas is indeed a bit procrastinating. Although he is rich, he is not as efficient as other small brands.
You know, mastering the psychology of sports lovers or fashion lovers is nothing more than relying on the update of material technology and fashionable design. Without these things, how can we occupy the commanding heights of public opinion? If you can't occupy the commanding heights of public opinion, it will directly affect sales.
Moreover, the relationship between them is not independent, they are not mutual, they are complementary.
Just like the stunning shape of next%, it can bring greater visual impact and create better preconditions for future marketing. Of course, we can't forget that next%' s zoomx and carbonboard are its real core competitiveness.
& gt Finally, let's talk about marketing.
I can't feel the gap between Nike and China. I always feel that I can keep up with each other.
But in other markets, Nike's brand influence is much stronger than Adidas, which is caused by different corporate cultures.
There is an incisive sentence on the Internet: Adidas is a businessman with athlete thinking, and Nike is an athlete with business thinking. ?
In other industries, these two different ideas and identities may not have much impact. But in the sports industry, it has become a winner or a loser. From beginning to end, Nike gives people the impression that it is a brand with sportsmanship.
It sells not only things, but also its concept. Does it use? Exercise? Hobbies to close the distance between themselves and consumers.
It's just that Adidas is indeed an excellent enterprise, but it is indeed an excellent enterprise.
This kind? Temperament? It is an important factor to shorten the distance between enterprises and consumers, and also an invisible hand in market competition.
Don't you believe it? Let's look at the market value of these two companies as of September 2020, 2 1, not to mention me? Missing key information? And then what? No specific data? .
Although the market value of Adidas in the United States is still affected by various protests.
The latter, even a small part of the former's market value, has not exceeded. One is 1767.5 1 100 million yuan, and the other is 3153.5 billion yuan, with a difference of14 billion yuan.
At this time last year, the gap between Nike and Adi was not so exaggerated, about $70.7 billion. This gap has almost doubled in one year.