Why Does Adidas'S "Coconut Shoes" Sell So Well?

According to the world clothing shoes and hat network, according to the US third party retail testing platform data, August United States Gym shoes Sales volume, Adidas Jordan jumped second. You know, in the past 10 years, the American sports shoes market has always been Nike And Nike's Jordan brand world, August ADI sales growth is very steep. Its magic weapon is retro + limited. The conclusion is hunger marketing.

Adidas's Coconut shoes, jointly launched by KanyeWest and American pop star, have become the new favorite of celebrities.

Qiao Zehao, a sports shoe enthusiast, told reporters: "Yeezy sells two parts on the sub line and below the line. Online is the first registration and Yaohao, you can also choose to go to the scene, the same number will be issued, from 1 to the beginning of the number. They will draw lots and take a few numbers, and those who hold the number will be able to get the right to buy Yeezy. There are several reasons: Yeezy is very popular. Many shoe dealers queue up for numbers because they can earn a lot of money by changing hands. They will hire a lot of people to hire ten people to help Yaohao, that is to say, a person has a lot of offline, regardless of those 10 people who have shoes, all belong to this shoe dealer. Therefore, the chances of stealing shoes will be smaller. If someone is in the middle, they will sell the number or sell their shoes back. Nike once had a situation: there is a professional team, they are black Nike's official website. At that time, the entire official website's shoes were all behind the scenes of a team's operation, and the website was black. They wrapped up the official website's goods, sending only 3 or 4 addresses. Nike's official website found the situation very angry and said it would be resold. Adidas may be a little better. It is more and more difficult to grab a pair of shoes of this price, and more and more people are robbing them. The shoes that fall into the hands of shoe dealers are more and more expensive.

Another shoe enthusiasts, Ji Jin, said, "everyone is going to grab Yeezy. The limit is one of the reasons. The bigger reason is that it represents a trend culture. It can be seen from the recent real reality show "hip hop in China" that more than 80% of the competitors are said to be wearing Yeezy.

It was also reported in the news before, for grabbing a pair of coconut shoes and fighting in the mall. Many people may not understand that this is not just a pair of ordinary sneakers. The bottom is very thick. A bright color on the body, and the matching of green and orange makes everyone drunk. Why does it fire?

Zhang Qing, a sports brand expert, said: "a pair of coconut shoes has changed from more than 2000 yuan to 10000 yuan. In fact, this phenomenon has already appeared in 2016. Before the appearance of this phenomenon, ADI has made an attempt in other styles. Its core background content is that the designer of the original coconut shoes is Mr. Kan, who is the rapper KanyeWest, who is the representative figure of hip-hop music and has the influence of pop culture in itself. At the same time, his wife, Kardashian, has tens of millions of fans and will have greater influence. They used to cooperate with Nike in the past, and later changed to Adidas after the agreement expired. Therefore, this kind of popular culture opinion leader's joining is actually quite equivalent to the joint name. Nike has also produced a series of coconut, and it is also a very popular situation. So ADI is just making a realisation of the core elements of making fashion, which is also a transformation that has been committed by Adi over the past few years, from a relatively rigid professional brand to a combination of sports and fashion. Especially in the drive of the trend, it is even more like a fast fashion brand. Some people use this description to say that ADI's products are like 30 flavors of ice cream. In addition, ADI has made good use of the influence of social media and the Internet. At that time, the combination of Kan and Adi came out first in the social media of Mrs. Kardashian.

So, isn't that typical hunger marketing routine?

Zhang Qing said: "(ADI) to a certain extent, the adoption of hunger marketing practices, launched a limited amount. In this way, as a wave of attack is limited, the young people hope for this product. At the same time, it is limited, so it is bound to buy a large number of people, and the price is bound to be pushed up. And this push up, in turn, inspires people to have this desire. Of course, compared with the traditional fast fashion products, its products still attach great importance to the sense of technology and professionalism. For example, its 350 series has adopted Boost, the so called dynamic palm air cushion, and Boost is used in many parts of its running shoes, including the mesh surface and so on, all using a lot of technology materials.

According to the world clothing and shoe net, "coconut" can not be seen on the shelves of physical stores, but every new city will crash countless servers and sell them in an hour. A pair of "coconut" with a retail price of 1800 yuan. Two months later, some people reported the transfer price of 9999 yuan, and even later they were fired to 30 thousand yuan / double. Some people also used it to buy a second-hand Acura SUV. This summer, Adidas won Nike.

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