Adi Wang's Annual Profit Caters To The Needs Of Young Internet Name Entertainment And Appreciation Of Ugliness

Although the sportswear brands in China's coastal areas were established at the very beginning, they almost experienced the experience of imitating foreign famous brands. But after having a certain scale, they will invest huge financial resources and material resources to create their own unique style, and try their best to get rid of the "black calendar". This is almost the general law of development in the industry. But in Jinjiang, Fujian, there is such a wonderful enterprise that goes against the tide and takes the cottage wind to the end and resolutely does not take the unusual road. Its name is ADI... Wang.

When " Adivon "When the brand first appeared in the public eye, many people even thought it was a prank of a factory: Adidas's four words were cut down by the waist, and spliced a" King "with the flavor of an upstart. Logo was also broken up and twisted into a brand more like an agricultural vehicle. With the phrase" everything can change ", it can be said that it has all the vulgar qualities that all people can imagine. For a while, it was ridiculed and ridiculed on the Internet. The industry also regarded it as a typical example of self destruction. Almost everyone thought it would be like a "51" bowl of "Kangshuai Bo" in the railway station. After being ridiculed by the public, it quickly drowned in the vast sea of Shanzhai market.

Six years later, people who had seen Adi Wang as a joke suddenly discovered that it not only did not fall down, but also lived more solid, more and more colorful: annual profits broke 100 million yuan, spread three thousand stores nationwide, won the "famous trademark of Fujian", and even appeared in many major competitions at home and abroad, and entered the Spanish and NBA. These dazzling auras make people feel unreasonable, although the commercial myth of domestic grassroots enterprises is no longer new, but a Shanzhai is so simple and crude company has become the mainstream brand. People can't help wondering: what's wrong with the market?

As the predecessor of Adi Wang, Fujian Hua Zhu footwear industry Ltd was founded in 1993, and is the same as Anta, XTEP and other "townsfolk". Seeing that everyone else was starting to transform into a brand, Ding Jianhui, the boss, decided to "never live like this again". In 2006, he started his two venture, and Hua Zhu shoes industry was transformed into Adidas sporting goods (China) Limited.

However, after two years of development, Adi Wang is still not known to consumers because its transformation is somewhat late. The forerunners of the domestic sports brands have basically carved up all the cake in the market: Anta completed the construction of the network system from agent to self in 2006, especially in the two or three tier cities, and even left Adidas behind. At the same time, PEAK, Hongxing Erke and 361 degree have struggled to win the market share of 5.2%~5.9% in the gap between the international giants and Lining. Behind them, there are a large number of competitors such as Jordan, Voight and del Hui. How to survive in the red sea? Without the core technology, the king of Adidas, without the advantage of the channel, is obviously only one of the dead.

Traditional sports brand promotion methods are generally television advertisements, newspaper soft articles, street roadshows, or general new product launches. For addi Wang, it is not only expensive, but also the channel audiences have boycotted the copycats, and the advertising effect is hard to predict. As a result, the only way for Adi Wang to choose is gambling with a gambling nature. In 2008, cottage became the prevailing trend in China at that time, and all kinds of hype were also closely followed by Shanzhai. That is at this time, about Adi Wang Shanzhai. Adidas The posts began to appear one after another in the mop network.

In response to the anti mainstream entertainment demand of young netizens, the king of Adidas soon launched his own brand with the help of a web spoof. In the next two years, it developed rapidly, and after having a certain amount of capital, it began to follow the same pattern of peers and enter traditional marketing channels. It has not only put on TV ads in five sets of CCTV and Hunan satellite TV [micro-blog], but also actively sponsored various events at home and abroad. In April 2011, at the scene of Liga, which was broadcast by several sports media in China, against Saragossa and Austria Sassuna to play Atletico Madrid, the great advertisement of ad King attracted thousands of Chinese audience's eyeballs. This is another major step after the strategic partnership with NBA: the 2010~2011 season's Spanish League advertising sponsors. It seems to be the sweetness of sensational effects, and Adi Wang also formed a strategic partnership with the NBA team such as Denver nuggets, Feinikesi sun and Atlanta eagles.

While constantly gaining popularity, ADI is also trying to develop new sales channels, such as e-commerce. In the past, young netizens already had a certain brand awareness, coupled with low price positioning, so the sales results on the Internet also made the company "quite satisfied". On Taobao, Adi Wang had sold 15 pairs of 1000 minutes. At the same time, according to reports, ADI online sales in 2011 has reached 30 million.

For the time being, what we see is still a story about how the grass root cock is attacking Gao Shuai Fu. In this story, in addition to the netizens' spoof story that has been mentioned before, to help the king of Adidas establish a reputation, there is another important point. It did not aim at the market share of other domestic counterparts at birth, but did not want to grab the market with Adidas, Nike and so on. Instead, it chose rationally the blind spot that everyone ignored. The three or four line market, using local consumers' opportunity to identify brands for a short time, laid a solid foundation for themselves.

However, it is precisely because of the deep plough three or four line market that caused the dislocation of netizens' cognition. No matter how hot the Internet was, they could not see the store of Adi Wang around themselves. It seems that the brand is not in the same world with itself. Like the article on the Internet, "Adi Wang only exists in legend."