How To Play The Spring Festival Marketing In 2020? Adidas "Tide Over The Years"!

As the most valued festival in China, the Spring Festival has always been an important outlet for Chinese people to release their emotions. And every year before and after the Spring Festival, there will be a marketing war without gunpowder. The major brands will strive for creativity and fight traffic in this time period.

Recently, many brands have begun to talk about "Reunion" and "family affection" in the spring festival marketing. The black horse has discovered that Adidas has jumped out of the traditional marketing shackles, and joined hands with Eason Chan, Eddie Peng, Ning Zetao, Yi Wan Xi Xi, Liu Yifei, Angela Baby, Wang Shiling and many other stars, and launched the "new year" series of advertising films to guide consumers to an "alternative" New Year's day.

　 Chinese wind + hip hop

Adidas's "making" Vientiane

When we mention the Spring Festival, our impression is the traditional way of celebrating, and Adidas has created a different new year for many consumers between the trend and the tradition.

In recent years, more and more big brands want to be young in the tide of travel. At the same time, they want to get closer to the young consumers in China. This Adidas has grasped the marketing trend of the national tide and made a good start for 2020. In the Adidas advertising video, we can see that the ancient buildings, paper fans, Cuju, cross fence drums, arena, dance dance and water sleeve dance are all kinds of Chinese elements, and integrate modern rap elements such as rap, hip-hop and disc playing. The two collides with each other, creating a strong visual impact on consumers. At the same time, Adidas also interprets the brand appeal of "creating Vientiane" with its creativity.

Besides the advertising film, Adidas's 2020 CNY New Year Limited series follows. The Spring Festival special product design inspiration is derived from the 4 elements of China's spiritual beast, Chinese flower, China's twelve chapter pattern and traditional Chinese totem. It integrates peony, lotus, tiger, crane and other quintessence into the products to reflect the theme of the new year.

It can be seen that Adidas is not only carrying the current trend of fashion, but also displaying the trend of the country. This advantage is to attract young people who love the tide and pay for it.

All star endorsement

Breaking down fans in all circles

The Adidas's brilliant operation is not only an "alternative" advertising content, but also a more "eye-catching" operation, which is a star assembled in half entertainment circles to meet the needs of fans in different circles.

On the road of celebrity endorsement, Adidas can be said to be a well deserved star gathering. Not only has this set up a half entertainment circle, in the past marketing, the list of Adidas star endorsement lists is also unmatched by other brands, from Yang Mi, Lu Han, Yi Wan Xi Xi, Di Ali Gerba, to Janine Chang, Eddie Peng, Deng Lun, and now Liu Yifei, can be said that Adidas has assembled the previous and current traffic stars.

And this kind of operation of gathering half entertainment circle stars can meet the needs of fans in different circles. Just like the "Yi Xi Xi Xi" can bring fans around the age of ten years, Eddie Peng can bring fans flow in the twenties. Fans of these different circles will be transformed into amazing purchasing power because of the emotional connection between idols and brands. Adidas has also benefited from this, which has directly brought about improvement in performance.

Last month, Adidas announced its third quarter results in 2019. The Greater China region continued its double-digit growth rate and gained 11% sales growth. So far, Adidas's Greater China has been gaining double-digit growth for twenty-two consecutive quarters.

Adidas does not fight price war. It never uses the "price reduction" promotion means to attract consumers, but relies on "countless" different circles of traffic stars, attracting fans to buy directly. Many star's endorsement fees are also negligible in this amazing purchasing power of fans, so why Adidas has gathered so many stars to brand new spring!

Sports brand no longer just "Sports"

But moving towards the tide.

If you have carefully analyzed the development trend of Adidas and other sports brands, you can find that these sneakers are basically no longer "pure" sports, but gradually move closer to the trend. This is a "helpless move" and is also the trend of the times. As a result, you can see many fashion fads in sportswear and sports shoes in the streets of the fashion week.

First of all, this change is related to the popularity of the two years' movement. At present, the main force of consumption is more and more strict about sports brand. When they pursue comfort, they also begin to pursue the trend of sports brand. Therefore, smart brands will turn their attention to the "fashion market", so Adidas has gradually become a "trend", not only has made great changes in the product, but also constantly signed fans with huge numbers, so as to further move closer to the trend, and turn the huge fans group of Ming stars into brand sales.

If a Adidas sports brand can not represent the change of the wind direction of the whole sports brand industry, it depends on its dead rival Nike. In fact, Nike does not need to talk about its trend change, because its development is closely integrated with the trend. The popularity of AJ and the new fashion shoes AF1 and other shoes made by cross-border cooperation with luxury Givenchy Givenchy have all highlighted the trend of Nike.

Here we would like to mention the high-end functional sports brand of the United States, Andrea, as a famous technology sport brand known for its high quality tights, and not willing to do only professional sports. After surpassing Adidas in 2014 to become the second largest sports sales brand in the United States, taking advantage of the revival of sports revival, UA launched a new high-end product line called Under Armour Sportswear (UAS) in 2016. The purpose is obvious that it is entering the fashion circle.

So many sports brands have broken through the traditional and rigid product design, and are moving towards a more fashionable and fashionable route. This is the trend of the moment. So you will find that the sports brand that we once thought the product looks ordinary is beginning to look good and become damp.

Adidas's 2020 new spring series ads not only blend the current trend, but also join hands with many stars to open an alternative "new spring" marketing! "Creating new Vientiane in the new year". Adidas encourages Chinese young consumers to greet the traditional Chinese year in innovative ways in the new year. How do you want to create it?