ADI Needs To Work Harder To Lay Out Women'S Market.

In June this year, Adidas reiterated its ambitions in the field of football at an investor forum.

But in the 2014 year of the year, its superiority in this "private land" is no longer obvious, which is only 400 million more than that of Nike's total football income of 2 billion 300 million dollars.

Worse is the overall situation of Adidas.

In 2014, although its revenue grew by 2%, its net profit plunged 37.7% to 490 million euros.

The annual share price fell by 38%.

Adidas needs more good news on the product line, can the female market become a breakthrough?

In April this year, Nike launched the largest female consumption promotion in history. It attracted the attention of the women's group with a "better for it" campaign, and the response was good.

Behind this is a set of data: it is estimated that by 2017 Nike's female production line will increase its revenue by 2 billion US dollars.

The business of women's consumption is indeed good. It also makes Under Armour, which has already surpassed Adidas as the second largest sports brand in the United States, has made a similar strategy. It invited supermodel Gisele Bundchen and ballet dancer Misty Copeland to play campaign.

What should Adidas do?

In January of this year,

Stella McCartney, a designer who has cooperated for 10 years, has launched a new cooperation, aiming at launching a series of sports product lines for young women aged 15 to 19.

At the same time, its flagship "sister marketing" also lasted for third years.

In March, it revealed a new slogan, "sisters, no impossible", and image.

Hebe, Hebe Tian, China's regional advertising.

But compared with Nike, which has good momentum and just over its Under Armour, Adidas's

The result is not satisfactory.

So recently, it launched a campaign called Energy Running, which is still a female group.

In Tokyo, New York, Moscow, Shanghai, Rio De Janeiro and London, Adidas will invite local women to participate in the event.

They don't have to be very professional, but they love to run and have some influence.

In London, for example, Adidas chose to operate Sophie Chirstabel, which runs Pretty Fit blog.

"Energy Running is not just a race that only cares about running long distances.

It is more a social activity promoted by sports. "

Adrian Leek, manager of Adidas running.

The demand of Adidas as a commercial company is obvious. It hopes to spread the brand influence with the influence of social activities and promote the sales volume of products.