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 Play Edition" sneakers.
The price is also 99-199 US dollars, which is a mid-to-low-end basketball shoe, but the advantage is that many people can afford it.
Judging from the previous ordinary version of "Shen Huan Championship Edition", which is also priced at 99-199 US dollars, the quality is still very good and can ensure basic sports and daily wear.
In fact, for most 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, and few people in the United States or Europe can afford sneakers that cost hundreds or even thousands of dollars.
But this kind of ordinary version of sneakers priced at 99-199 US dollars has huge market potential.
Adidas did not follow the old design concept, but incorporated new design solutions and improvements to make it different from its predecessors.
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 this time Shen Huan's return to the court version of the sneakers looks very avant-garde.
It went on sale on February 1st, 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 the top executives of Adidas are thinking! They can obviously sell very good products, but why do they prepare so little every time?"
"Yeah, haven't they learned their lesson? Whether it's the championship edition or the championship limited edition, they are all sold out in the blink of an eye! But every time they don't increase the number!"
"Who said that? Didn't the second batch of the championship edition also have 8 million pairs? But after that, there were no more."
"So it makes sense that Adidas can't beat Nike! Isn't it good for you to spread more products and sell more?"
"Correct! It's hard to get a hold of Wang Zha. It's obviously no problem to add another 20 million pairs, but why do you want to engage in hunger marketing like this!"
"Oh, those in your big cities are better. In our small town, only a few dozen pairs come here at a time, and they are all sold out in one fell swoop. I have never snatched them once!"
"Isn't it the same in big cities? Don't look at the data that they are sold out in five days. In fact, every time they come, they are snapped up. After they are sold out, they have to wait for the second or third day... "
"Yes, that's right, so it's not just that it was sold for 5 days, it's because they only replenish the goods once a day!"
“…”
Faced with such public outrage, Adidas executives were overjoyed.
Do you think they did it on purpose
of course!
When it comes to marketing methods, Adidas may not be as good as Nike, but it is definitely world-class.
Of course they can produce 10 million pairs at a time and then ship 10 million pairs of Shen Huan version sneakers every month.
But this is called fishing when the lake is exhausted.
If Shen Huan only signed a contract with them for two or three years, maybe they would maximize their profits.
But now that Shen Huan has signed a lifetime contract, they need to think carefully and strive for a result that will provide them with stable income and support for the next 30 years.
Therefore, under such circumstances, they would rather sell less than satisfy the fans all at once.
Once you are full and no longer hungry, it will take a long time to wait until you are interested next time.
Where is it like now
Perhaps the fans themselves have not counted, but in less than a year, Adidas has launched 19 million pairs of various versions of Shen Huan's basketball shoes.
Such a sales volume is highly commendable for any superstar.
In 8 months, the sales of sneakers reached 1.5 billion US dollars, which is more than the sneakers of all other Adidas basketball stars combined!
Moreover, the market has always been in a hungry state, and fans and basketball fans are still not satisfied. They always feel that there are not enough products for them to buy.
Those who had the conditions wanted to buy two or three pairs, but they still couldn't win over countless hungry fans.
Then Adidas can achieve good results with further marketing.
If you don’t believe me, take a look at the Shen Huan signature backpack and basketball launched at the end of last year. How high are the sales
It was originally an experimental work, but within a few months, tens of millions of units were sold.
The cost of such a small thing is actually not high, but the profit is very high, much higher than basketball shoes.
In terms of portrait royalties alone, in January, they allocated RMB 200 million to Shen Huan—and that was only the first batch.
Americans are very strict.
The lifetime contract is just various endorsements for Shen Huan.
Using Shen Huan's avatar as the product's LOGO, and it is a co-branded product signed by Shen Huan, is not covered by the contract, and additional payment for Shen Huan's portrait rights is required.
However, this amount of equity is not large, and it can be regarded as a manifestation of the friendly cooperation between Shen Huan and Adidas.
Even Shen Huan can earn 200 million yuan. You can only imagine how much Adidas can earn.
Of course.
Adidas does not deliberately maintain Shen Huan's endorsement of series products.
They just don't want the market to become saturated all at once.
For example, after being scolded by fans, Adidas immediately issued an announcement saying that there would be a second batch of 10 million pairs in April, which would go on sale on the day Shen Huan arrived in the United States.
This greatly increased the excitement of the fans.
The day when Shen Huan came to the NBA again was equivalent to the beginning of a new era. How could fans who have witnessed this history not have the urge to buy things
They didn't expect that Adidas didn't just prepare these.
Focusing on Shen Huan's NBA games in the United States from April to June, and after Shen Huan won the championship, and around the world's tour advertising activities in the next two months or so, Adidas's publicity team has already begun to formulate various advertising campaigns. A plan.
They have a total of 37 products ready to be promoted, and the total number of various products exceeds tens of millions.
Even the "Shen Huan's Championship Limited Edition 2" is already in hot design and production.
If it were not for the consideration of the future, this championship-winning limited edition 2 generation, Adidas could release 10 million pairs in one go.
Calculating based on the average price of 399-699, it is almost 3.5 billion US dollars in sales.
Adidas earns over $1 billion after all expenses!
The senior executives of Adidas, after more than a dozen meetings of discussion and debate, finally rejected such temptation with great difficulty.
Making money like a nouveau riche is not the style of Adidas.
Only if the water flows slowly can it last long and the brand will become higher and higher.