Brand Marketing: First Earn Eyeballs, Then Make Money.

The "scrimmage" of big brands on social networking sites is still growing.

Last year, it was a sad year for Adidas. Its share price dropped by 38%, and it even lost to Under Armour in the North American market, falling to third.

In March this year, Adidas finally launched a hard and launched 50 kinds of shoes in one breath. In order to cooperate with the new release, Adidas also made frequent attacks on social networking sites, making full profits.

The first is Facebook, which is still a hot social tool at present.

The video is only 3 billion hits per day.

Adidas and designer Pharrell Williams made the Adidas Originals Super Color series the birth process, and put the video on Facebook when the new sneakers were on sale. In just a few days, they got a 600 thousand click through rate.

These shoes were put on various forms and photographed and uploaded to instagram, which easily harvested more than 300 thousand of "Zan".

Although the sales status of this kind of shoes has not been announced yet, according to the interface reporter, many Adidas stores in Beijing and Shanghai have learned that the shoes are not sold well.

In March of this year, New Balance launched its well-known guide.

Directing advertising films.

The advertising film, called "NBFootball", was played by eight stars Ramsey, Jia nzai, Kompani, Nasri, Fellaini, Negredo, and NASH.

New Balance has always been the main product of jogging shoes, and from this advertisement, it looks like it is going to enter the field of football.

As early as last December, a well-informed NB powder was received and spread on social networking sites. Then, when New Balance uploaded the ad to YouTube website, the discussion expanded rapidly.

The brand also created #NBFootball tags, and shared them on websites like Facebook, Twitter and Instagram. At present, there are more than 1 million 500 thousand hits on Youtube alone. Although new football shoes and jerseys are not released until July this year, interaction on social networking sites has been warming up for products.

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Hermes reached a net profit of 1 billion 140 million US dollars last year. Although the number is rising, it is still a matter of concern in the later stage.

Dumas is also confident of the future development of Hermes, though they have just lowered their 2015 earnings forecast from 10% to 8%.

However, due to the fluctuation of exchange rate, the gross profit margin of the Hermes group fell to 31.5% from the highest level of 32.4% in the previous year. In 2014, the watch business was severely damaged in China's large-scale anti-corruption activities, and its sales also deteriorated from 1% growth in the previous year to 10.6% negative growth.

But in a depressed luxury market, Hermes is still in the upper reaches.

According to the 2014 sales figures released by the Hermes group in mid February this year, its annual revenue has exceeded 4 billion euro mark for the first time, reaching 4 billion 118 million 600 thousand euros (28 billion 130 million yuan), an increase of 9.7% over the previous year, far exceeding the 3.9% annual growth of its rival LVMH group.

On the regional level, what the Hermes group did not expect was that despite the impact of a series of events in Hongkong and the continuous progress of anti-corruption in mainland China, the Asia Pacific region maintained a two digit growth rate in 2014, an increase of 13%, of which the contribution of the Japanese market was the largest, increasing from 7% in the previous year to 12.9%.

The Americas market also maintained a good growth rate of 14.8%.

In terms of product prices, Hermes has said that it will not follow suit in the near future when France's old luxury goods Chanel is on the Chinese market and at the same time raising the price adjustment strategy in the European market.

"At the moment, we do not want to change the price of products. After all, we have a considerable number of customers in the European market. What we need to do this year is to eliminate the impact of exchange rate fluctuations."

Axel Dumas, executive director of Hermes group, said that the possibility of price cuts is not entirely absent.

"We will consider this issue around 2016."

In 2015, Hermes plans to open three stores, and plans to invest $350 million to refurbish existing stores and expand its product lines. In view of the frustrated watch business last year, Hermes will hope to be placed on the Laurent Dordet of the new watch and clock department. The upcoming Hermes new Slim d "slim Watch" has won a lot of praise at the recent Basel International Jewellery and watch exhibition, wondering whether it can help Hermes take up another seat in the luxury market.

Although the price of Hermes in China is 40% higher than that in the euro area, the Chinese region still maintained a two digit growth in 2014. However, the Hermes group also clearly saw that the number of Chinese tourists buying luxury goods in Europe has been increasing because of the depreciation of the euro. Not only is Europe, but these consumptive "tourists" have shifted their shopping spree to Japan, South Korea, Singapore and Taiwan.