Sports Arena'S New Fighting &Nbsp; ADI'S Brand 10000 In One.

The era of rapid growth of the industry has ended?

On Sports

Beijing, an ordinary Wednesday afternoon.

In less than half an hour, about 10 young people walked into the adidasNEO store in Xidan, Beijing, and 2 of them bought a 480 yuan sneakers and a 420 yuan cap.

Whether the two consumers or other customers who come and go past this store, most of them do not know precisely that they are buying "NEO" instead of Adidas.

From the store CI, the difference between NEO and the most familiar Adidas sports performance series (traditional Adidas) is not very large. NEO uses pink and green as the background color, brand logo takes "Adidas" as the main body, but only after that it is followed by a circular icon of "a" size.

This is the brand that has puzzled consumers. Since its establishment in 2007, it has quietly arranged more than 600 stores in China.

In 5 months, Adidas global CEO Herbert HerbertHainer visited China twice, and his expectations for NEO increased by 200.

This brand, which is emphasized by Adidas global CEO and is highly regarded by the group, is one of Adidas's most low-end sub brands. NEO is located among young people between 14 and 19. The design style is more fashionable and casual, and the price is more close to the people. It is about half of the Adidas sports performance series (performance), and the gap with the local sports brand is about 100 yuan.

According to Nike's "50 dollar theory", when the price of low-end product lines such as Nike and Adidas is about 50 yuan, the choice of consumers will be biased towards international brands.

When local brands strive for international endorsements and sponsor large-scale international sports activities, and constantly raise the premium of brands, and compete with the middle and high-end market, we can easily imagine that NEO, perhaps a piece of chess that Adidas buried in the middle end market, is waiting for the counterattack only after the time is ripe.

It is time for Adidas to take the initiative to deal with those aggressive market competitors. They include not only old rivals Nike, but also Lining and China, the local sports equipment brand, and the Jinjiang sports brand represented by Anta.

In recent years, in the long queue of competitors, not only the leader Nike has gradually widened the gap with Adidas, but later Lining, Anta and so on have also successfully shortened the distance and even caught the possibility of catching up with others. Can the "all-out effort" become a defensive counterattack that Adidas has carefully brewed?