Ordinary Adidas Sports Top If priced at 500 yuan, the price of a similar Adidas SLVR series is about three times its price, and Adidas Y-3 series is more than ten times its price.

Ordinary Adidas Sports Top If priced at 500 yuan, the price of a similar Adidas SLVR series is about three times its price, and Adidas Y-3 series is more than ten times its price.

Obviously, Adidas's last two series of positioning competitors is Prada rather than Hummer.

On March 3rd, Adidas announced that its 2009 net profit decreased by 62% year-on-year. Herbert Hainer, Adidas CEO, said: “There is no doubt that 2009 was the toughest year since I took over as Adidas CEO.” He announced Adidas' three market offensives in 2010: First, it transformed consumer enthusiasm for the World Cup into record sales for football products; at the same time, it launched a global promotion campaign for the adidas sports fashion high-end series. Finally, Reebok regained its growth in 2010. The first and third points in the three Raiders, judging the results are too early, except for the second point, Hainan is in a good position.

Perhaps many Chinese consumers have discovered that today's domestic Adidas stores are no longer just boring ordinary sports products. After market verification, demand for high-end fashion sports brands is growing in China. Adidas decided to make such high-end products.

In fact, since Adidas created the "Sports Fashion Collection" in 2002, it has been meticulously created. Please come to the world-famous Japanese fashion designer Yohji Yamamoto as the creative director of the series and create a high-end sports fashion brand such as Y-3. The concept of fashion integration is Adidas positioned as "the future of sportswear."

Adidas Tri-stripes' two main businesses are sports fashion series and sports performance series. Among them, the sports fashion series has three styles: street style, SportFashion and SLVR; the fourth line is adidasStyleEssentials.

Lu Ruxi, senior manager of Adidas Sports Brands Brand Communications, told reporters that for brands like Y-3, the target consumer group is the “fashion leader”.

Sports luxury course

Adidas's headquarters is located in a small town called Herzogenaurach in Germany. This is not an ideal place to announce to the world that he wants to occupy a place in the top fashion industry in the future. In February 2002, Adidas established a new North American headquarters. In 2003, it moved some of its important marketing positions to its headquarters in the United States.

Change does not stop there. Adidas Senior Public Relations Manager Li Ling said that cooperation with Yohji Yamamoto is one of the hallmarks of Adidas' attempt to high-end sports fashion.

In October 2002, the first collection of adidas sports fashion series designed by Yohji Yamamoto was exhibited in Paris on the T stage of the Hilton Paris Hotel, rather than the display window of an exhibition hall.

The Y-3 is a weapon for Adidas to enter the fashion world. Y stands for YohjiYamamoto and 3 refers to the Adidas tri-striped logo.

Y-3 quickly became popular in the fashion industry after the first quarter's press conference. Madonna and some other superstars were the first to discover and select Y-3. Adidas subdivides several consumer groups for Y-3 and develops three different levels of product lines for them. The more sporty frontline is cheaper and more easily accepted by the general public; the middle line is more refined in the selection of fabrics, and the design is also somewhat more fashionable; the highest line is the clothing at the quarterly conference, very fashionable and the price It is also very high. Y-3 entered China in 2006. Its customers are mostly 20 to 30 years old. They may have stars, white collars, and even college students.

After Y-3 went public, Adidas tasted the sweetness of the word "fashion." In Adidas's annual report, the description of sports fashion is "from a tiny career to the present, there is potential to achieve 30% of the overall revenue in the medium and long term."

Y-3 is a unique department in Adidas. In terms of design, Yohji Yamamoto is the design director of Y-3, and Michel Michalsky, art director of Adidas, is the contact person of Adidas and Yohji Yamamoto's design studio. Yoshimoto Yamamoto Corporation in Tokyo and Adidas Head Office in Germany have Y-3 design studios. The designers of the two companies work closely together to determine the final design plan in numerous exchanges.

In terms of marketing, Lu Ruxi stated that Y-3 is very particular about marketing channels and marketing, and it is very harsh on the choice of dealers.

Y-3 also cares about the address of the shop. Agents once stated that they wanted to open stores in some shopping malls, such as Dorset and Yum! Although these malls would make money, they were eventually rejected by the company. The Y-3 must be in the best commercial area in the area, such as Beijing. The first choice is Guomao.

Beijing Sanlitun Store is Adidas' only full-brand center in China, and Y-3 is among them.

At present, Y-3 will have at least hundreds of models on the market each season, and there will be a large series and a small series, but the number of each model will not be too much, and it will not be able to be added.

After working with Yohji Yamamoto, Adidas has gained its place in the fashion field, and SLVR is Adidas's continuation of this.

SLVR takes Silver's mind and its brand concept is positioned as "Simple and Perfect." Compared with Y-3, SLVR is much cheaper in price. One of the key reasons is to choose low-cost fabrics, and the price is about one third of Y-3. SLVR's main goal is to have a strong sense of fashion between the ages of 25 and 35.

Like Y-3, SLVR will adopt a restrictive way to shop, and the number will not be as much as clover stores.

In addition to Yohji Yamamoto, another heavyweight co-designer of Adidas is Stella Mc-Cartney, who used to be a partner of top luxury brands such as Hermès. She launched the "adidasbyStellaMcCartney" sports performance series for Adidas.

Li Ling said that despite this, Adidas is still a loyal sports brand, 80% of the products are sports cash series, of course, will be more and more particular in the design.

Trends

In addition to incorporating fashion elements in sporting goods, adidas’s practice is called Crossover in the industry, which means cross-border cooperation.

The earliest cross-border cooperation among sports brands was Hummer, which pioneered the concept of "cross-border cooperation" in 1999 - and launched high-end casual shoes in cooperation with German high-end clothing brand Jil Sander. Later, Hummer boldly tried to cooperate with various brands and achieved great success.

The success of Hummer also proves the potential of this market, there is still a great demand for space between sportswear and fashion. Especially in China, with the increasingly critical look of consumers, brand promotion is bound to be the general trend.

Nike has also noticed that it is possible to integrate high-end sports equipment technology and design into high-end fashion and build a wide range of potential customers. In 2000, Nike stole the senior talent Mindy Grossman from the fashion brand Polo RalphLauren and asked her to give a new meaning to Nike's apparel business. He also acquired the senior casual shoes brand COLEHAAN, the hockey brand BAUER, and the first movement. Shoes brand CONVERSE and skateboard brand HURLY, and let go of the brand name alone.

However, what makes sports brands painful is that the momentum of business development in many high-end consumer goods companies and sports fields has become stronger. Whether Prada, Ralph Lauren, Escada or Boss, almost all major industry giants have provided design samples in the field of golf and tennis. Obviously, sports fashion is absolutely lucrative.

As Chen Y, the Y-3 brand's China image director, said that for stars, fashion circles and other fashion people, Prada and Gucci may be worn when attending the event, but in daily life and parties, they want to wear casually but have Design sense of clothing. Therefore, sports big names and fashion big names are struggling for the market share in this field.

In this way, adidas's opponents are no longer just Nike and Hummer, but also PradaSport, CKJeans, ArmaniExchange, etc. It is not clear whether the success in this equally fierce field can be achieved.