The Spring Festival is a major event in China, but not a major event in the world.

Recently, the biggest thing in the sporting goods circle is naturally that Adidas has launched another "Shen Huan Return to the Arena Edition" sneakers.

The price is also 99-199 US dollars, which belongs to the low-end basketball shoes, but the advantage is that many people can afford them.

Judging from the ordinary version of the previous "Shen Huan Championship Edition", which is also 99-199 US dollars, the quality is still very good, which can ensure basic sports and daily wear.

In fact, for the vast majority of fans, this is already very good, and it is also the best way for them to support Shen Huan.

After all, there are still very few rich people, and the kind of sneakers that cost hundreds of dollars, or even thousands of dollars, are still very few people who can afford them in the United States or Europe.

But this ordinary version of the $99-$199 sneaker has huge market potential.

Adidas did not follow the old design concept, but incorporated new design solutions and improvements to make it different from its predecessor.

In terms of flexibility and elasticity, that's a little bit better.

Including the appearance, the changes are even greater, and the average age of the main designer team is only 30 years old, so that this time Shen Huan's return to the field version of the sneakers looks very avant-garde.

It went on sale on February 1st, and in just five days, all 5 million pairs of sneakers were sold out.

And then......

Then it was out of stock.

This time, Adidas is still being frantically complained about by basketball fans around the world.

"I can't figure out what Adidas' top brass has in their heads! Why do you prepare so little bit every time when you can sell well?"

"yes, don't they learn their lesson? Whether it's the championship version or the championship limited edition, they are all sold out in the blink of an eye! But every time they don't increase!"

"Who said that? Isn't the second batch of the championship version also 8 million pairs? But then there are none. ”

"So it makes sense that Adidas can't do Nike! You sell a lot of goods and sell a lot of goods, isn't that good?"

"Correct! I finally caught a hand of Wang Bang, obviously it is no problem to add another 20 million pairs, but what kind of hunger marketing is going to be done like this!"

"Alas, your big city is a little better, we are in a small town here, and there are only a few dozen pairs at a time, and they are all at once robbed, and I haven't grabbed them once!"

"Big cities are not the same? Don't look at the data is sold out in 5 days, in fact, every time you come, you are snapped up, and you have to wait for the next day and the third day to ......."

"Yes, yes, yes, so 5 days is not sold for 5 days, but because they only replenish the goods once a day!"

“……”

In the face of such outrage, Adidas' senior management was overjoyed.

Did they mean it, you say?

Yes, definitely!

When it comes to marketing, Adidas may not be as good as Nike, but it's definitely world-class.

Of course, they can ship 10 million pairs at a time, and then ship 10 million pairs of Shen Huan's version of sneakers every month.

But it's called fishing with all your might.

If Shen Huan had only signed a contract with them for two or three years, maybe they would have to maximize their interests.

But now that Shen Huan has signed a lifetime contract, then they need to think carefully and strive for a result that can obtain a stable income and support for the next 30 years.

Therefore, in such a situation, they would rather sell less than feed the fans all at once.

If you are full once and you don't have hunger, then it will take a long, long time to wait for the next time to be interested.

Where is it like now?

Perhaps the fans themselves have not counted that Adidas has launched 19 million pairs of various versions of Shen Huan's basketball shoes in less than a year.

Such a sales volume is very commendable on any superstar.

In eight months, sneaker sales reached $1.5 billion, which is more than the shoes of all other basketball stars in Adidas combined!

Moreover, the market has been in a state of hunger, and fans and basketball fans are still not satisfied, always feeling that there are not enough goods, and they can't buy them.

If you have the conditions, you want to buy two or three pairs, but you still haven't grabbed countless hungry fans.

Then the further marketing of Adidas can achieve good results.

Don't believe it, look at Shen Huan's signature backpack and signed version of the basketball launched at the end of last year, how high is the sales volume?

It was originally an experimental work, but in less than a few months, tens of millions of copies were sold.

The cost of such a small thing is actually not high, but the profit is very high, much higher than basketball shoes.

On top of this, just the portrait royalty, in January, they gave Shen Huan 200 million yuan - only the first batch.

The people of the United States are very rigorous.

The lifetime contract is just Shen Huan's various endorsements.

Using Shen Huan's avatar as the LOGO of the product, and it is a joint model signed by Shen Huan, this is not within the contract, and Shen Huan's portrait rights need to be paid separately.

However, this amount of royalties is not much, which can be regarded as a manifestation of the friendly cooperation between Shen Huan and Adidas.

Even Shen Huan can earn 200 million yuan, and it is conceivable how much Adidas can earn.

Of course.

Adidas does not want to deliberately maintain the Bigge of Shen Huan's endorsement series of products.

They just don't want the market to saturate all at once.

For example, after being scolded by fans, Adidas immediately made an announcement, saying that there was a second batch of 10 million pairs in April, and it would be released on the day Shen Huan arrived in the United States.

This is very much to increase the excitement of the fans.

The day when Shen Huan came to the NBA again, it was equivalent to a new era about to open again, how could fans who witnessed this history not have the urge to consume and buy things?

They didn't expect that Adidas didn't just prepare that.

Focusing on Shen Huan's NBA games in the United States from April to June, around Shen Huan's championship and the next 2 months or so of the world's tour platform advertising campaign, Adidas' publicity team has already begun to formulate various plans.

They have a total of 37 products ready to sell, and the total number of various products exceeds 10 million copies.

Even the "Shen Huan Championship Limited Edition 2nd Generation" is already in the hot design and production.

If it weren't for the sake of thinking about it in the future, this championship-winning limited edition 2nd generation, Adidas would have released 10 million pairs in one go.

Based on the average price of 399-699, it is almost $3.5 billion in sales.

Adidas can earn more than $1 billion without all expenses!

The senior executives of Adidas, after more than a dozen meetings of discussions and arguments, rejected such an inducement with difficulty.

Making money like an upstart is not Adidas' style.

Only by flowing for a long time can the brand degree become higher and higher.