Beijing, Shanghai news, March 23 (Tang Yanjun) – at present, the gradual maturity of the digital economy has led to a revolutionary shift in the mode of brand operation. Consumers are gradually pushed to the front row of the times and become the marketing focus of many brands. For the “Internet aborigines” and generation Z, who have gradually become the main force of the consumer market, their needs are also increasingly developing in the direction of experience, creativity and interaction, showing a diversified trend. Under this trend, it has become a “must answer” for enterprises to innovate marketing methods, reach generation Z in depth and build a strong brand power.
The sports brand will be sold out when it goes online. It will land on tmall ipmart for the first time
Adidas Neo, a sports fashion brand that focuses on young groups under Adidas, has successfully resonated with generation Z with metaverse as the carrier through marketing innovation recently. With the continuous maturity and promotion of virtualization and digital technology, the concept of metaverse broke out in 2021, covering more and more fields. Adidas Neo blazed a new trail and made rapid efforts in the field of digital collections. At the end of last year, Adidas Neo launched the first domestic digital collection (NFT) work “playing paradise specialty” series in tmall.
Adidas Neo, as the first sports outdoor brand cooperated by tmall ipmart, and one of the first trend topics of the “something” channel, has set an amazing record of selling out when it goes online on tmall digital collection channel. The payment amount is 32 times higher than that in daily life, and the payment conversion rate is 22 times higher than that in daily life. Under the yearning of generation Z for metaverse, Adidas Neo took advantage of the innovative model of “Digital Collection + physical goods” to reconstruct the brand’s imagination about the future. The many “surreal brain holes” carried by the digital collection also infinitely expand the creative boundary of brand digital marketing, and form a benign social interaction with generation Z groups by creating new social topics.
As an important sub brand of Adidas in the layout of China’s young consumer market, Adidas Neo’s recent frequent “big moves” convey the German sporting goods company’s determination to establish closer communication and interaction with the new generation of Chinese consumers. Adidas released its new five-year strategy – own the game in 2021. The strategy takes consumers as the core, and improving brand reputation and creating unique consumer experience are included in the key focus areas. As the youngest and most dynamic pioneer brand under Adidas, Adidas Neo has successfully led the brand into the 2.0 era through a series of “out of the circle” behaviors linked and promoted layer by layer.
Enter new retail and create online and offline combination boxing
With the diversification of consumer demand and the mature application of Internet technology, the new retail concept is gradually rising. Under this wave, the sports equipment industry has also ushered in new development opportunities. Under the mode of “online experience and service”, we will reshape the whole line of products and services, and provide consumers with more personalized products and services through the “online experience” mode.
In December last year, Adidas Neo opened a global experience center on Nanjing East Road, a landmark block in Shanghai, which contains a two-story super large shopping space. The architectural design and space scene also implanted the connotation of young trend, providing an immersive consumption place integrating leisure shopping, entertainment and cultural experience for generation Z. Online channels, Adidas Neo tmall flagship store was also launched in the same period. By making full use of the advantages of big data and intelligence, it fully integrates offline experience and online consumption, realizes in-depth interaction with consumers, improves brand potential while activating content dissemination, and more efficiently reaches emerging consumers of generation Z.
2021 coincides with the 10th anniversary of Adidas Neo brand. Over the past decade, Adidas Neo has always been committed to endorsing the spiritual pursuit of young people, constantly realizing the self evolution of the brand with the change of the spirit of the times, and deeply interpreting the “no fun, no creation” of young people in the new era.
With the advent of the era of popular play, today’s young people have a heart to play and countless brain holes. Adidas Neo is also eager to continue to listen to their voices and realize the two-way linkage between brands and consumers. Last December, Adidas Neo invited a number of local young game makers and popular IP to conduct “brain hole docking”, opened a brand-new brand story “playing local specialties” and reshaped “Adidas Nino”. In the same period, Adidas Neo also held several offline flash events in Shanghai and Shenzhen, inviting time-honored brands such as Shanghai century old art brands to work together for creative cooperation, so as to make the mix and match of life trend and local flavor full, and also make Adidas Neo’s local playfulness deeply inject the wisdom of generation Z consumers.
At a time when more and more brands are turning to “consumer centered”, Adidas and its subsidiary brands still stand out in the “actual battle” by virtue of their unique creative temperament, in-depth insight into the preferences of the younger generation of consumers, and constantly innovating brand marketing methods. 2022 is the 25th anniversary of Adidas entering China. From this beginning, Adidas will continue to uphold the brand attitude of “no impossibility”, run the spirit of creativity through the brand operation, and create a more wonderful sports fashion and cultural feast for generation Z consumers. (end)
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Editor: Tang Yanjun