I Know Everything

The Spring Festival is a major event in China, but not a major event in the world.

Recently, the biggest thing in the sporting goods circle is naturally that Adidas has launched another Shen Huan Return to the Game Edition sneaker.

The price is also 99-199 US dollars, which belongs to the low-end basketball shoes, but the advantage is that many people can afford it.

Judging from the ordinary version of the previous Shen Huan Winning Edition, which is also 99-199 US dollars, the quality is still very good, and it can guarantee basic sports and daily wear.

In fact, for the vast majority of fans, this is already very good, and it is also the best way for them to support Shen Huan.

After all, there are still very few rich people. Few people in the United States or Europe can afford sneakers that cost hundreds or even thousands of dollars.

But this ordinary version of 99-199 US dollars sneakers has huge market potential.

Adidas did not follow the old design concept, but incorporated new design solutions and improvements, making it different from the previous ones.

In terms of flexibility and elasticity, it has been improved a little bit.

Including the appearance, the changes are even greater. The average age of the main designer team is only 30 years old, so that this time Shen Huan's return to the game version of the sneakers looks very avant-garde.

It went on sale on February 1, and in just 5 days, all 5 million pairs of sneakers were sold out.

Then……

Then it was out of stock.

This time, Adidas still received crazy complaints from basketball fans around the world.

I don't know what Adidas' high-level executives have in their heads! Why do they prepare a little bit every time for something that can sell well?

Yeah, don't they learn their lesson? Whether it's the winning edition or the winning limited edition, they are all sold out in a blink of an eye! But they don't increase every time!

Who said that? Isn't the second batch of the championship version also 8 million pairs? But after that, there are no more.

So it makes sense that Adidas can't beat Nike! You distribute more goods and sell more, isn't that bad?

Correct! After finally catching Wang Zha, it is obviously no problem to add another 20 million pairs.

What kind of hunger marketing is going to be like this!

Hey, the ones in your big cities are better. In our small town, there are only dozens of pairs every time, and they are all sold out in one go. I have never snatched them up once!

Isn't it the same in big cities? Don't look at the fact that the data is sold out in 5 days. In fact, every time it comes, it is snapped up by people. After the snatching, it will wait for the next day or the third day...

That's right, so 5 days is not because they sold it for 5 days, but because they only replenish the goods once a day!

...

In the face of such outrage, Adidas executives are overjoyed.

Do you think they did it on purpose?

of course!

In terms of marketing methods, Adidas may not be as good as Nike, but it is definitely world-class.

Of course they can sell 10 million pairs at a time, and then ship 10 million pairs of Shen Huan version sneakers every month.

But this is called fishing.

If Shen Huan only signed with them for two or three years, maybe they would maximize their profits.

But now Shen Huan signed a lifetime contract, so they need to think carefully, and strive for a result that can obtain stable income and support in the next 30 years.

Therefore, under such circumstances, they would rather sell less than feed the fans all at once.

If you are full once and no longer feel hungry, it will take a long time until the next time you are interested.

Where is it like now?

Perhaps the fans themselves did not count. In less than a year, Adidas has launched 19 million pairs of Shen Huan's various versions of basketball shoes.

Such a sales volume, placed above any superstar, is very commendable.

And within 8 months, the sales of sneakers reached 1.5 billion US dollars, which is more than the sum of the sneakers of all other basketball stars of Adidas!

Besides, the market has always been in a state of hunger. Fans and basketball fans are still not satisfied. They always feel that there are not enough goods and they cannot buy them.

Those who have the conditions even want to buy two or three pairs, but they still haven't won countless hungry fans.

Then the further marketing of Adidas will achieve good results.

If you don’t believe me, take a look at Shen Huan’s signature backpack and signature basketball launched at the end of last year. How high are those sales?

It was originally an experimental work, but it sold tens of millions of copies in less than a few months.

The cost of such a small thing is actually not high, but the profit is very high, much higher than basketball shoes.

On top of this, just for the portrait rights fee, in January, they distributed 200 million RMB to Shen Huan - it was only the first batch.

Americans are strict.

The lifetime contract is just Shen Huan's various endorsements.

Using Shen Huan's avatar as the product's LOGO, and it is a joint model signed by Shen Huan, which is not included in the contract, and Shen Huan's portrait rights need to be paid separately.

However, this sum of royalties is not much, which can be regarded as a manifestation of the friendly cooperation between Shen Huan and Adidas.

Even Shen Huan can earn 200 million RMB, so it is conceivable how much Adidas can earn.

Of course.

Adidas is not trying to keep Shen Huan's endorsement series of products big.

They just don't want to saturate the market all at once.

For example, after being scolded by fans, Adidas immediately issued an announcement, saying that there will be a second batch of 10 million pairs in April, which will be released on the day Shen Huan arrives in the United States.

This greatly increased the excitement of the fans.

Stuck on the day when Shen Huan came to the NBA again, it is equivalent to a new era is about to start again. How can fans who have witnessed this history not have the urge to consume and buy things?

They didn't expect that Adidas didn't just prepare these.

Around Shen Huan's NBA games in the United States from April to June, and after Shen Huan won the championship, Adidas' publicity team has already started to formulate various advertising campaigns around the world in the next two months or so. kind of plan.

They have a total of 37 products ready to market, with a total of more than tens of millions of copies for each product.

Even Shen Huan Wins the Championship Limited Edition 2 is already under intense design and production.

If it weren't for the consideration of the future, Adidas could release 10 million pairs of this limited edition 2nd generation in one go.

According to the average price of 399-699, it is almost 3.5 billion US dollars in sales.

Adidas earns over $1 billion after all fees!

Adidas executives, after discussing and arguing in more than a dozen meetings, they refused such temptation with great difficulty.

It is not Adidas' style to make money like an upstart.

Only when the water flows slowly can it last for a long time, and the brand awareness will become higher and higher.