Recently, has a pair of sneakers been flooded with the screen in your circle of friends? It is Adidas' NMD series sneakers - the name that means "not crazy" in English, but it triggered a rush to buy.
Although many people commented that this shoe is ugly, it is still sought after by
If you are not a real sneaker enthusiast, you may feel inexplicably popular. It seems easy to understand queuing up for Apple phones, for a pair of shoes that do not have any subversive innovations. As for? Some people sighed about this pair of shoes, "It's so regretful, I can't buy it!" Some people wondered, "Where do these shoes look good?!"
Alisa's tired look with dark circles really scared her family. She was dragging a sleeping bag, a folding fishing chair, and a large paper bag with Adidas LOGO printed on it. After entering the house, she threw everything in her hand on the ground and threw it on her bed and fell asleep.
What Alisa does is incomprehensible to parents: "The child stays up late for a pair of sneakers. We have only heard of someone doing it for an Apple phone." Alisa's mother, Ms. Li, complained.
However, if you browse the section about sports shoes in a trend forum, it is easy to understand these crazy mentality of post-90s generations for a pair of shoes. This is a group and is common worldwide. What kind of shoes are
? What kind of shoes are people willing to spend time and money to exchange for?
htmlOn March 17, Adidas officially released a running shoe called NMD. The NMD series sold this time is 25 models, and the NMD series is a sneaker designed for urban joggers. This running shoe combines the designs of three classic sneakers, Micro Pacer, Rising Star and Boston Super, and adopts a variety of color modules. It not only has a classic appearance design, but also has a comfortable Boost midsole technology. It is a cost-effective sneaker that combines comfort and stylish personality.
But if you rationally deconstruct the technological content of NMD - the boost sole with shock absorption effect, it has been used in the boost series running shoes last year. Ultra Boost is also one of the company's hits last year. And Primeknit braided upper technology is not the first time it is used. It can be seen that the investment in R&D technology of NMD series sports shoes is not high. The
NMD phenomenon is a bit like the recent Chinese entertainment industry. You don’t know where the fresh faces emerged, which suddenly triggered a high level of topic and attention.
This limited edition sneaker is currently only available in 20 Chinese cities including Beijing, Shanghai, Guangzhou, Chengdu, Nanjing, Hangzhou, Changsha, Chongqing, and Tianjin. 24 hours before the release date, more than a thousand people were waiting in line at the entrances of each Adidas store. To purchase NMD, you need to register with your ID card. Each person is limited to one pair, and only supports purchase in-store.
From the data from foreign official websites, we can see that this pair of shoes is priced at US$120 (about RMB 782.7), priced at 90 pounds in the United Kingdom (about RMB 825.7), and priced at Hong Kong is 1,700 Hong Kong (about RMB 1,428.4).
officially launched, and the queue has already grown up
On March 17, after NMD officially launched in about 20 cities in China, after sorting out media reports, it was found that there were long queues of buying in Shanghai, Xi'an, Hangzhou and other places.
Among them, in Shanghai, from the day before the release date to the morning of the 16th, there have been people queuing up in Nanjing West Road shops. The initial saying was: first come first served, before the release date, people registered a pair of designated shoes with their ID cards and purchased by number when they were released.
Reporter: Why are you queuing here?
Consumer 1: Because the Adidas NMD shoe is sold here, I think it is very novel. I have never seen such a style before, so I really want to wear it;
Consumer 2: I will queue up here for one night tonight because the shoe is very handsome and beautiful;
Consumer 3: I bought it for my friend;
Consumer 4: Hearing others say that this product is good, everyone comes to buy it, I don’t have much other information, so I came here too.
However, as more and more people gathered, for safety reasons, the event was announced to be cancelled at nearly 8 o'clock that night. The crowd in line was unwilling to disperse, so the sale method had to be changed to a registration lottery, and people had to go home and wait for notifications, which aroused the dissatisfaction of many enthusiasts.
Among them, because someone jumped into the line, it caused chaos for a while. Not only in Shanghai, but according to Taiwanese media reports, there were shopping malls in Taichung on the same day because they did not take timely measures, and the crowded crowds in line caused 4 or 5 people to be injured.
Why are there people so crazy about a pair of shoes?
Seeing this, everyone may want to ask, why?
summarizes the analysis of all parties, first of all, the star effect, and builds momentum in advance.
In December 2015, Adidas released the first sneakers in the NMD series. When Volkswagen could not buy them, celebrities such as Wu Yifan, Yang Yang, Andy Lau, Fan Bingbing, Eason Chan, Deng Chao all wore them in public.
followed by limited edition. According to media statistics, on a trendy e-commerce platform, the number of people queuing for each shoe model exceeds 30,000, and the original color scheme is nearly 70,000 - and in the end, each product has less than 20 pairs. The NMDs sold on the 17th of the World Trade Center Tianjie Store in Beijing only had 25 pairs of NMDs, and the World Trade Center also had about 20 pairs of NMDs. There are many people buying
, and the price will naturally rise. Shoes with original prices between 1,099 yuan and 1,499 yuan have risen to 2,500 yuan to 5,000 yuan in unofficial purchasing channels.
Of course, this is Adidas' "hunger marketing".
The promoter behind Adidas is Jon Wexler. He is the global marketing director of Adidas, who successfully made Stan Smith famous and joined American hip-hop star Kanye West to promote the cooperation between Kanye West and Adidas - Yezzy Boost 350 and other products. The transaction price is close to 10,000 yuan. As you can imagine, NMD is also a work that Jon Wexler and the team copied the same model.
Then, by the subversion of this sneaker by celebrities at the end of last year, the market was raised with high expectations, and the limited edition "hunger marketing" method drove consumers' curiosity.
Sneaker retailer Andy believes that this is the standard "hunger marketing" that utilizes people's "fear of missing out" mentality.
The addition of scalpers makes sales story-making. The news of
has just been released, and scalpers are first to be ready to move. A limited edition rush to buy products like this is often the period of making money for purchasing agents and scalpers.
At the entrance of the flagship store of Adidas in Shanghai, scalpers recruited people in line for 200 yuan per person, and this business opportunity has derived a complete business model. The management of queues is also very tangible. On-site purchasing agents on Moments reported that the purchase price of this limited-edge running shoes during the queue had been hyped up to RMB 4,000-5,000.
So, queuing has almost become one of the most important marketing methods for fashion brands. Hunger marketing has made the market sales of Adidas and Nike. Have the Wind Chasers who contributed these shares thought rationally about the things you bought overnight? worth?
Alisa slept until three o'clock in the afternoon, and the first thing she did was to put on her newly bought NMD sneakers, take a photo in her dressing mirror, and post it to her Moments waiting for everyone's worship...
Everyone is watching ↓
