Data Marketing: Adidas 70 Years Old, Data Will Be The Focus.

In 2019, the international sports brand Adidas entered its 70 year old. In 70 years, Adidas has developed from a factory with only 47 employees to a world-renowned sports brand with over 57 thousand employees now.

In August 9th, Adidas held 70th anniversary celebrations at the German town headquarters in heto, Bavaria town. The athletes of tennis veteran Stan Smith and German football legend Philipp Lahm attended the celebration.

In addition, Adidas CEO Kasper Rosted announced that the new office building was built and put into operation at the ceremony. According to the introduction, the new office building is similar to the football field, which can hold 2000 employees. It is known as the "sports world" park.

Kasper Rosted said: "there are modern office facilities, humanized working environment design and unique Adidas culture. In such an environment, we will strive to make the company maintain a favorable position in the future world competition and achieve sustainable growth in the world market expansion. "

At present, Adidas, as one of the world's largest sports brands, is in line with Nike.

Founded in 1949, Adidas aims to provide professional athletes with good sports equipment. Until now, they are still highly concerned about creating high-performance products according to the specific needs of athletes and consumers. Therefore, Adidas is still the first choice brand for professional athletes. Among the professional players in football, basketball and tennis, Adidas's market share is always the first.

With the advantage of professional sports, Adidas is very smooth on the road of sports. In the early 1990s, Adidas began to run its products in series, opening up the two major Originals, Sports Performance series, respectively, which are mainly engaged in sports, leisure and functional professional sports. Then, Adidas further divided the two series into three series: Sports Performance (three bar), Originals (clover), Neo (ball LOGO), and subdivision of deep tillage sports market, so that the market achieved larger scale and higher profit effect.

The professionalism of sports, Adidas began to use technology to show, launched UltraBOOST, PureBOOST, Alpha-bounce, Predator and NMD series products, which has powerful functions, also has a brand story, can achieve direct consumers, attract their attention. Flyknit, Boost, Air Max and 3D print shoes, which were subsequently launched, are becoming more fashionable as well as technology.

In fact, Adidas is always following the trend of fashion in pursuit of technological innovation, attracting more sports fans and shoe fans in the field of fashion. In 1971, Adidas and tennis player Stan Smith jointly signed shoes Stan Smith became the originator of the popular white shoes at that time. Now it has become the symbol of the trend of the streets in the world. In 1969, Adidas's Superstar series became the representative of the young people's fashion. In 2015, Yeezy Boost, jointly launched with Kan ye, also brought strong market feedback, and also became an important driving force for the "trend" in sports shoes. These three shoes have become an important part of Adidas's growth.

According to statistics, sales of Superstar in 2016 increased by six times, and Stan Smith increased by five times. In the fiscal year of 2018, the sales of Adidas YEEZY increased by 600%.

Even if revenues continue to grow, Adidas is still experiencing a declining period.

In the fierce competition with Nike, Adidas issued a financial warning signal in July 2014, reporting revenue of 145.34 euros in the fiscal year, an increase of only 2% over 2013, while income in North America dropped by 7%, and gross profit decreased by 1%.

In view of the decline in performance, Adidas began to change its strategy, pay more attention to the consumption needs of young people, and combine functionality with fashion. Its Flyknit, Parley sports shoes and other series focus on product stories and crossover, attracting many consumers. In addition, Adidas uses digitalization to realize the transformation of business mode, quickly understand consumption hotspots, absorb effective elements, enhance creativity and production capacity, and establish a digital ecosystem, forming "ONE" Adidas, full channel integration, 7 * 24 hours of service.

Data show that in 2018, Adidas global business channel business grew by 36%, Greater China region more than 50%, 2018 double 11 sales exceeded eighty million euros.

Adidas released its second quarter results in August 8th, showing an increase of 4% in sales over the same period last year, reaching 5 billion 510 million euros (about $6 billion 153 million) and net profit of 531 million euros (about 594 million US dollars), a 34% increase over the same period last year. Among them, the revenue growth in the Asia Pacific region was 8%, with sales in the Greater China region increased by 14%.

It is worth noting that Adidas mentioned "speed" once in its 2018 earnings report. In the future, it will focus more on digital channel, supply chain and production technology innovation.

As the sports market has launched a strong growth signal, sports brands and other clothing brands have been overweight. This area has begun to tap its niche market, which has intensified the competition in the sports field. Although Adidas has excellent conditions, we should not forget that Nike has relatively strong competitors and Puma, Andrea, Lululemon and other brands, all of which are potential threats.