Analysis of the magic of Adidas’ new advertising slogan

On March 16, 2011, Adidas launched a new advertising slogan - adidas Is All In. It is translated into Chinese as "Adidas is all in". This advertising production cost a lot, and foreign media speculated It cost it nearly $100 million. Therefore, everyone has always believed that this is a marketing campaign launched by Adidas on a global scale and is said to be the most expensive marketing campaign in the history of the brand.

Adidas’s large-scale advertising campaign has brought in music, art elements and fashion stars in an attempt to fully capture the young market and surpass Nike.

In Beijing’s most important business districts such as Xidan and Sanlitun, the highly provocative Adidas Is All In huge videos and posters have been rolled out across the board. The talented designer Jeremy Scott, whose work has always been whimsical, the singer Eason Chan, the popular singer Katy Perry who sang "I Kisseda Girl" and the model Angelababy have all become Adidas' new image spokespersons.

These spokespersons chosen by Adidas who seem to have nothing to do with sports are connected by the concept of "if you are engaged in a career you love, please give it your all". This is also a good opportunity for it to repair its previous image split. Adidas has three product lines: sports performance series (adidas Sport Performance), sports classic series (adidas Originals), and sports fashion series (Y-3, adidas SLVR, adidas NEO Label). Finally there is a unified proposition. Adidas has enriched the previous sports star combinations, such as football stars Beckham, Messi and NBA star Derrick Rose, and added elements of pop music and trendsetters, which means sports classics and sports fashion that originally represented the spirit of street and fashion. Product lines will occupy an increasingly important position in its future sales.

Adidas China has just recovered from the inventory crisis after the Beijing Olympics and is in urgent need of new revenue growth stimulation. Although the overall sales scale of the sports fashion and sports classic series is smaller than that of the traditional sports performance series, the growth rate is faster than the latter - this has become its main direction of attack in the Chinese market in the future.

Here it will meet Li Ning, which launched a new brand image in 2010. The latter's new slogan is "Make the Change". This leader in third- and fourth-tier cities is hoping to start from Adidas. And Nike has taken away some of the fashion-conscious young people in big cities. At the same time, it is still unknown whether Adidas Is All In can defeat Nike, which is flamboyant and bold. In September 2009, Boston Consulting partner Michael Silverstein launched a new book, "Women Want More," which is called a marketer's guide to capturing "the world's largest and fastest-growing market." The survey results of 12,000 women in 22 countries released by Silverstein show that although Adidas attaches great importance to the female market and goes all out, Nike has become the most popular brand among women.

Adidas changes the Slogan

Impossible is Nothing translated into Chinese is? No Impossible?.

This is the Slogan created by 180Amsterdam Company for Adidas in 2004. It is to promote sportsmanship in their professional field.

Adidas Is All In translated into Chinese is?Adidas is all in.

This is the new Slogan launched by Adidas in March 2011, calling on its consumers? If you If you are engaged in the career you love, please give it your all.

Adidas China has stopped losing

Adidas has carried out price reduction promotions for the inventory backlog caused by the Olympic Games. Shoes, bags and Clothing discounts range from 30% to 30% off, and dealers are encouraged to enter new channels such as Carrefour and Taobao.

Adidas will provide a certain amount of compensation to dealers who have disposed of inventory. Since the inventory sold is often lower than the wholesale price, this means that Adidas and dealers have to share the losses.

For those dealers who want to exit, Adidas also provides support in changing contracts and negotiating exit mechanisms.

Adidas allows dealers to open discount stores, even around full-price stores.

Li Ning, which has gone through the pain of brand transformation

Li Ning launched a new brand image in June 2010, replacing the new Slogan of "Everything is possible" with "Make the Change". .It describes its consumer group as "post-90s Li Ning", and uses Lin Chiling and Tao Zhe as new spokespersons, hoping to win over young consumers in first- and second-tier cities in terms of brand image.

Due to adjustments to the dealer system and some dealers reducing the number of orders due to product price increases, at the product ordering meeting held in December last year, the number of orders received by Li Ning dropped by more than 7% respectively. and 8%. After the news was announced, Li Ning's stock fell 16% in three days, and its market value evaporated by more than HK$3.5 billion in one day.

In the just-announced 2010 full-year financial report, Li Ning's annual revenue and gross profit growth were 13% and 12% respectively, which is far lower than the compound annual growth rate of more than 30% in the past ten years.