Adidas Tmall'S Single Day Deal Exceeded 1 Billion Yuan To Provide A New Round Of Growth Driving Force.

When online shopping becomes a part of consumer life, sports brands are starting to pfer the limited number of new shoes from offline stores to online shopping platforms.

New products are running out in seconds, 50 thousand pairs a hour, 1 billion a day, and electric providers are providing a new round of growth driving force for sports brands.

Adidas CEO Caspar Rosd also said: "10 years ago, the physical store is our most important source of income. Now online shop is our most important store in the world."

There are fewer queues to buy shoes under the line.

When you move your fingers on your cell phone, you can buy a new limited number of sneakers. Do you still choose to go to the store to draw lots?

About four years ago, there were thousands of people queuing up in the rain, queuing up for queues, and queuing of cattle to queue up to buy shoes. Now, such hot scenes are hard to see online, but the intensity of shoe grabbing on the Internet is not weaker than before.

In February 21, 2019, Adidas UltraBOOST19 series limited running shoes were listed in Tmall's first selection, 4 restricted color matching, each limited sale 300 groups, the top 1200 users can get a collection grade customized shoebox.

After sale, millions of consumers rush into Adidas Tmall store, UltraBOOST 19 seconds.

UltraBOOST 19 Tmall started the day, 85 after Li Yinan kept his cell phone constantly refreshing the page, but eventually did not take it.

"Now it's not like going to school, it will take half a day to queue up, and Tmall stores will have the largest supply of goods and will continue to rush next time."

When consumers' shopping habits change significantly, brands are also changing the way of interaction with consumers, and the limited number of new shoes will continue to shift from offline stores to online shopping platforms.

Adidas new launch line

In July 2010, Adidas entered Tmall, opened its official flagship store, and went on line running, training, basketball and other categories.

In August 2018, Adidas opened its flagship store again at Tmall, and Tmall's first new product started more and more frequently.

February 21st, Adidas UltraBOOST 19 Tmall super brand world debut

In September 2018, Adidas exploded white coconut shoes and chose to start in Tmall. The 1.5 hour white coconut shoes were robbed of more than 50 thousand pairs. During this period, many stocks were in urgent need, and Adidas rushed to pfer goods from Hongkong.

Double 11, Adidas is working with Tmall to create 4 cities limited in Shanghai, Beijing, Chengdu, Guangzhou and ULTRA BOOST Tmall.

Cheng Weixiong, general manager of clothing industry observers and Shanghai Liang Qi Brand Management Co., Ltd. analyzed that new products first turned to Tmall, and Adi was mostly a distributor system in China. New products could not be balanced for anyone who started, so it would be easier for Tmall to be more appealing, making it easier to form brand power and sales power in the whole country, and sales data could assist ADI's sales planning and product rationing in the distribution target market.

At present, the number of fans in Adidas's Tmall official flagship store is close to 20 million, becoming one of the most important platforms for the interaction between Adidas and consumers.

Consumers in Tmall get the latest developments in Adidas's new product launch and event marketing, and Adidas will also customize products for Tmall platform consumers.

Tmall official flag is Adidas's largest single store in the world

Data show that the most important young consumers in China are aggregated on the Tmall platform.

People who exercise on Tmall can account for 30% of those before the age of 25, and nearly 50% of them before the age of 30.

At present, the sales volume of Adidas Tmall flagship store is the largest single store in the world. Tmall's double 11 in 2018, Adidas's single day turnover exceeded 1 billion yuan, and became one of the eight brands of "one billion yuan club", becoming the most important online position of Adidas group in the Chinese market.

Adidas's brilliant performance in Tmall also promoted Adidas's improvement in China's market and global performance.

Adidas's 2018 quarter fiscal year third quarter report shows that group revenue increased by 8%, of which 26% in the Greater China region grew year on year.

Rosd said that it was mainly driven by the double-digit sales growth driven by the North American market, the Greater China region and the electricity supplier channel.

Electricity supplier has become an important strategy of Adidas group.

"10 years ago, the entity store is our most important source of income. Now the online store is our most important store in the world."

In an interview with the financial times, Adidas CEO Caspar Rosd said that Adidas plans to reduce the number of physical stores in the coming year, and further shift the channel to the online sector, with the target sales of 4 billion euros in 2020.

Adidas and Tmall announce comprehensive strategic cooperation

In February 19th, Adidas and Tmall announced a comprehensive strategic cooperation.

The two sides will conduct in-depth cooperation in new product launches, new retail businesses, consumer operations and new product innovations to enhance brand operation efficiency and consumer experience.

In the future, Adidas's three heavy product lines of running shoes, basketball shoes and football shoes will start in Tmall.

In February 19th, Adidas announced a comprehensive strategic cooperation with Tmall.

"As the leading manufacturer of global running products, we attach great importance to the Chinese market.

In the process, we met an excellent partner, Tmall, which is under the Alibaba group.

We will combine Tmall, the world's most influential e-commerce platform, to create the most perfect and efficient sales platform.

Gao Jiali, managing director of Adidas Greater China (ColinCurrie), said: "this is just a beginning and a milestone. We look forward to more cooperation with Tmall."

It is understood that in 2019, Adidas also plans to start the new clover official flagship store, bringing more and better products and services to consumers.