Chapter 1023: Market hunger

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 a "Shen Huan back to the court version" sneakers.
The price is also $99-199, which is a low-end basketball shoe, but the advantage is that many people can afford it.
From the previous normal version of "Shen Huan's Champion Edition", which is also $99-199, the quality is still very good, which can guarantee basic sports and daily wear.
In fact, for most of the 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. The kind of sneakers that can cost hundreds of dollars or even thousands of dollars at every turn are still very few people can afford in the United States or Europe.
But this kind of ordinary version of 99-199 dollars sneakers, that is the market potential is huge.
Adidas did not follow the old design concept, but incorporated new design schemes and improvements to make it different from its predecessors.
In terms of flexibility and elasticity, that is a little bit improved.
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 stadium version of the sneakers seems very avant-garde.
Starting from February 1st, 5 million pairs of sneakers were all sold out in just 5 days.
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 adidas executives have in their heads! Why are things that can be sold very well, so why are they so little prepared every time?"
"Yeah, don't they learn their lesson? Whether it's the championship edition or the championship limited edition, they all sold out in no time! But every time they don't increase!"
"Who said that? Isn't the second batch of the winning version also 8 million pairs? But after that, there are no more."
"So it makes sense for Adidas to fail Nike! You shop a lot and sell a lot, isn't that bad?"
"Correct! It's hard to get a hand at Wang Zhan. Obviously, there is no problem with adding another 20 million pairs. What a hungry marketing like this!"
"Oh, your big city is a little better. In our small town, there are only dozens of pairs each time, and they are all robbed at once. I have never robbed them!"
"Isn't it the same in big cities? Don't look at the data. They are sold out in 5 days. In fact, every time they come, they will be snapped up. If they are finished, wait for the second or third day..."
"Yes, yes, yes, so 5 days is not selling for 5 days, but because they only replenish the goods once a day!"
"..."
Faced with such anger and anger, Adidas executives are overjoyed.
Did you say 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 have 10 million pairs at a time, and then ship 10 million pairs of Shen Huan sneakers every month.
But this is called exhaustion.
If Shen Huan only signed a contract with them for two or three years, maybe they would have to maximize their benefits.
But now Shen Huan signs a lifetime contract, so they need to consider 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 fill the fans all at once.
Once you have eaten enough and no hunger pangs, it will take a long, long time to wait until the next time you are interested.
Where is it like now?
Perhaps the fans themselves did not count, Adidas has launched 19 million pairs of Shen Huan's basketball shoes in less than a year.
Such a sales volume, placed on any superstar, is very commendable.
In 8 months, the sales of sneakers reached 1.5 billion U.S. dollars, which is more than the combined sneakers of all other basketball stars of Adidas!
Moreover, the market has been in a hungry state. Fans and basketball fans are still not satisfied. They always feel that the goods are not enough and they cannot buy it.
Those who have the conditions even want to buy two or three pairs, but still haven't grabbed countless hungry fans.
Then adidas' further marketing can achieve good results.
If you don’t believe me, take a look at the Shen Huan signature backpack and signature basketball that were launched at the end of last year. How high is the sales volume?
It was originally an experimental work, but within a few months, it sold tens of millions.
Such a small thing, the cost is not high, but the profit is very high, much higher than basketball shoes.
On this, just the portrait rights, in January, they gave Shen Huan 200 million yuan-only the first batch.
The Americans are very strict.
Lifetime contracts are just various endorsements of Shen Huan.
Using Shen Huan's avatar as the product's LOGO, and it is a co-branded model signed by Shen Huan, which is not included in the contract, and Shen Huan's portrait equity needs to be paid separately.
However, this amount of equity is not much, which is a manifestation of the friendly cooperation between Shen Huan and Adidas.
Even Shen Huan can make 200 million yuan, and it is conceivable how much Adidas can make.
Of course.
Adidas does not deliberately maintain the bigness of Shen Huan's endorsement series.
They just don't want the market to become saturated 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 on sale the day Shen Huan arrives in the United States.
This has greatly increased the excitement of the fans.
Stuck on the day when Shen Huan is in the NBA again, it is equivalent to the opening of a new era. Fans who have witnessed this history have no urge to consume and buy things?
They did not expect that Adidas did not just prepare these.
Around Shen Huan’s NBA games in the United States from April to June, UU Reading www.uukanshu.com revolved around Shen Huan’s winning the championship, the next two months around the world tour platform advertising activities, Adidas promotion The team has already begun to develop various plans.
They have a total of 37 products ready to be promoted, and the total number of various products exceeds tens of millions.
Even "Shen Huan won the championship limited edition 2nd generation" is already in hot design and production.
If it weren't for thinking about the future, Adidas could release 10 million pairs of this championship limited edition 2nd generation.
According to the average price of 399-699, it is almost 3.5 billion US dollars in sales.
Adidas can make more than 1 billion U.S. dollars after removing all expenses!
Adidas seniors, after more than a dozen meetings and discussions and debates, have the difficulty to refuse such temptation.
It is not the style of Adidas to make money like nouveau riche.
The long flow of water can last long and the brand will be higher and higher.