Adi Wang Of Shoe Enterprises: The Transformation Of The Brand Role With Smooth Flow

In the endless flow of saliva, Adi Wang sports did not seriously refute; in the increasingly fierce spoof, Adi Wang did not purposely wash away the copycat prints. The king of ADI chose to boost the brand influence in the saliva, and then bleached the "spoof". How powerful is the marketing of saliva? Look at Adi Wang. From the beginning of birth, Adi Wang has been tagging all the netizens on the cottage. Although ADI has never responded positively to this entertaining symbol, the fact is that in the process of being Shanzhai, the popularity of Adi Wang has exploded, until he has made a blood trail in Jinjiang's shoe companies with a lot of sports brands, becoming the biggest black horse of the 2009 sports brand. As of July 2010, "Adi Wang" has set up a branch in more than 10 provinces of the country. Sale The amount is over 100 million yuan, and the number of outlets has increased substantially in a few years.

Birth: branding the mountain seal

Jinjiang's sport has always been. brand Enterprises are "CCTV advertising + celebrity endorsement" mode, and help. enterprise It was a great success in a short time. However, in the era of marketing needs more and more innovation, the simple "advertising + star" mode is obviously difficult to continue to maintain a strong advertising effect. Huge advertising fees and celebrity endorsement fees have also caused some enterprises to suffer badly.

As a small business and a company with no reputation, it is hard to kill in the middle. In the MP network, known as China's first interactive entertainment portal, there are a lot of young people who are born after 80 and after 90. Here, all seriousness and seriousness can be laughed at by the "mop spirit" which is good at ridicule. And the real popularity of Adi Wang in the Internet is due to the ridicule of netizens who claim to have "mop spirit".

In early 2009, a netizen named doctorlob was posting "today I see a brand called" Adi Wang ". The whole article is only 60 words:" I see a brand of sports shoes today called "Adi Wang", and the slogan is "everything can change!" my God, what kind of people are there in the world, what brands are there, what slogans are there, and are all learning other people's... " In order to prove what he said is not true, the netizen also posted a picture of Adi Wang store. It may be the brand name that Adi Wang and Adidas are too close to, perhaps the brand LOGO that is too similar to Adi Wang and Adidas, or perhaps the paradoxical slogan of Adi Wang's "everything can be changed". Soon, this revelation has attracted people's attention.

A series of articles around the king of Adidas began to run into the Internet: "everyone has a pair of King Adidas" in their hearts. "Today I am wearing a new type of straw sandals in Adidas, teaching two non mainstream in the supermarket", "I finally bought the adidas by mortgage", "today I gave a man wearing the Adi Wang shoes"...... With the growing popularity of the "Kuso movement", Adi Wang has been deified and praised unlimitless, even becoming the "cosmological peak brand" elected by netizens. Many people take pleasure in watching the post of Adi Wang, which has created more people actively participating in the "Kuso campaign". The most offensive thing is that some netizens even took DV to search for the store of Adi Wang, and when the iron shoes were found nowhere, they finally found the king of ADI in a row of commercial facades. This video upload, temporarily detonating the forum, all netizens do not need to use their more fresh and interesting words and pictures to express the infinite worship of Adi Wang.

Homeopathy: bleaching "KUSO"

Faced with the spoof of netizens, Adi Wang did not show an unnatural or secretive gesture at this time. On the contrary, they adopted a strategy of taking advantage of the situation, though this has never been officially recognized by Adi Wang. The big red in mop is just the prelude to the unveiled appearance of Adi Wang. Next, Adi Wang has made a series of promotion with the trend, and has interpreted this "cottage brand" brilliantly as a popular trend. Baidu encyclopedia is known as the "Encyclopedia of the Internet", where the king's company's history has been revised into "a wholly owned company registered in China by Solomon islands ADI (International) Sports Development Group Co., Ltd.". It is also known as "a luxury brand that can be divided into autumn and even more with Adidas", and this version is also the content of "the vow to defend" by the spoof. Even if it is modified, it will soon be restored. Not only is it a spoof network, but some TV ads have also become the platform for Adidas to continue to expand their influence.

"When I left, I took out 100 yuan with my body temperature to buy these two pairs of Adi Wang. When I was just walking out of the shop, the waiter shouted to me," your Adi Wang! "I looked back and smiled, and responded," your Adi Wang. " The waiter turned red at that time. Then I walked out of the doorway with the thunder and the tinkling of the bell. I think the waiter will certainly take all the Adi Wang from the counter and count them one by one: "he will come tomorrow, he will not come tomorrow." Soon, CCTV 3 sets, 5 sets and Hunan satellite TV began to appear Adidas Wong's TV commercials. This picture is still beautiful, but the idea is almost Adidas's replica advertisement. This is the design: with the roar of "I m coming", a basketball player like NBA star jumps up high, catches the basketball flying in the air, and then passes a beautiful arc in the air. Finally, the basketball is buckled into the box, and then the caption and voiceover appear -- "everything can be changed". This advertisement, which is familiar to netizens, but can not be fully linked to a brand, and the slogan "everything can be changed" is specious. Like Lining and Addie, the evaluation of netizens is "thunder rolling."

It is quite funny that in the advertising film, Echoragem, the image spokesperson of Adi Wang (I m coming), was later searched by netizens' flesh. This is a completely unknown basketball player who plays in the low level league. This kind of elaborate design has aroused netizens' interest in entertainment. Ai Kang MI has been dubbed by many netizens as "a new basketball star after Jordan and Kobe". Not only that, but even the global economic hot events also failed to escape the "magic claw" of King ADI. A post entitled "the latest news, Adi Wang's 3000 trillion dollar bailout" was spread among countless netizens, even though the netizens knew that the possibility of such a news was almost zero, but they still felt the joy of entertainment in the face of the economic crisis. Through interactive rendering of the network, "ADI king" has become a popular and fashionable element. At this point, the Kuso has begun to turn to the positive image. "Are you wearing ADI king today?" and this is exactly what Adidas really want.

Logic: free role conversion

If only the king of Adidas can be understood as a cottage brand, and marketing and shaping the brand through the influence of Shanzhai, it is obviously too thin. It's another scene to open the website of Adi Wang and dedicate it to netizens. On the website of Adi Wang, the history and honor of this enterprise are listed closely. The introduction to the enterprise is also serious. On the website, there are also the vision and strategic objectives of the enterprise, which gives people the impression that this is a strict and regular enterprise. There is no smell of Shanzhai. There is a sharp contrast between the noise on the sidelines and the inside of the field. There are other image gaps inside and outside of ADI, which make up for such short boards. The king of ADI is a spoof, but this is not ruled out by the company. But in the field, Adi Wang is a responsible company. In the new version of the TV advertisement, Adi Wang has shouted the appeal of "national brand and national pride". The message conveyed to consumers is that although the image is "Shanzhai" among the people, Adi Wang is definitely not a "Shanzhai product". Such a product itself has no problems. Image Shanzhai is no longer important. Instead, it only adds a little entertainment spirit.

From the original simple text to the endless stream of discussion, spoof and worship of Adi Wang, the king of Adidas used the best interaction between netizens. A vulgar brand was praised and exaggerated with infinite praise, which also provided consumers with the pleasing pleasure that they could always find. These creative, humorous and intelligent web texts themselves have many comic elements, which are rapidly spreading among netizens, just like network viruses. To some extent, this kind of Kuso is another kind of ideological expression, including a challenge to authority and convention. It gives different voices a channel to vent and spread. All these make the Post-80's and 90's express their views and attitudes with a breakthrough point and a coincidence point of values, which can arouse their sympathy. Because of the approval of Adi Wang, most netizens started laughing when they began to think about when they would buy a double ADI to show off their show.

From this level, the spread of the "ADI king" using the Internet has undoubtedly touched the minds of the target consumers. Although Adi Wang is imitating and hitchhiking, this method is far more visionary than those of some OEM processing and malicious infringement. Especially in advertising and brand communication, it has created a valuable alternative marketing and communication way for other similar brands.