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Adidas Intends To Push Netflix Sales Mode, Pay Monthly Fee And Run Shoes Regularly.

2020/1/10 18:54:00 0

Adidas

In recent years, running shoes have been selling high technology as a selling point, and breakthroughs in scientific and technological innovation have been made for professional athletes and ordinary consumers to wear faster and more comfortable at the same time. Such shoes will be very popular. Nike broke the record by taking advantage of the previous 4% and now NEXT%'s innovation in running shoes technology.

Adidas, the second ranking, seems to have been totally suppressed in professional sports. Recently, some financial magazines revealed that Adidas has begun to change its strategy to challenge Nike, but it is not technology, but sales mode.

   Learning the sales mode of Netflix

According to the insiders, the sales way Adidas plans to launch is "Netflix mode". As long as you become a Netflix user, your taste in movie and TV, your habit of watching programs, and what you search for will become the basis for its production. Netflix will make use of these subscribers' big data to formulate the basis and basis for making programs. Therefore, from time to time, there will be some TV dramas that do not match the general population.

Adidas launched the "Futurecraft.Loop" last year, using a Netflix sales model to promote personalized running shoes. "Futurecraft.Loop" introduced the concept of "cradle to cradle" in the circular economy. From the design stage, it excluded all elements that would hinder recycling. The whole pair of shoes used only one thermoplastic material (TPU), combined with hot pressing technology, without extra sewing and glue.

"When shoes wear dirty and run bad, send them back, we will use it to make a pair again. According to the official saying, the technology can only be reused at present 10%, but with the upgrading of the process, the ultimate goal is 100% recovery and reproduction.

At the present stage, "Futurecraft.Loop" is only provided to 200 professionals in various fields for half a year's test. Each pair of shoes is enclosed with a return box and exclusive QR code. Adidas records the actual situation of shoes from sending, using, recycling to remanufacturing process, and analyzes the cost structure, planning and recovery mechanism and other logistics facilities, and improves the manufacturing technology.

Adidas expects that if everything goes well, it will further develop into a Netflix subscription mode. It is hoped that this way will be converted to monthly or annual fee to maintain consumer loyalty to the brand. Monthly payment of fixed costs, shoes are broken, sent back to a new pair of new season, consumers will no longer own shoes, but this service.

   Tailored to 3D printing technology

In 2015, Adidas released a series of Futurecraft shoe making plans. Among them, the Speedfactory is a large number of R & D resources.

In the fast factory, there are many robots and 3D printing machines designed for shoes, which greatly shorten the production process of traditional factories for 120 days or even days. Adidas can also strive for a small and customized niche market outside the traditional mass and standardized mass market.

Through a series of "AM4" city running shoes, Adidas shows the difference of speed. They sent designers to the six largest cities in the world (Paris, Losangeles, Shanghai, Tokyo, London and New York) and worked closely with local runners to collect running habits and situations through sensors, so as to design running shoes with proper characteristics and functions.

For example, Londoners like to run to and from work, but the weather is rainy, resulting in low visibility. Therefore, the "AM4LDN" shoes are colorful in appearance and enhance the reflective design. In contrast, the route of New York runners is a hard concrete area with a long distance and frequent steering, so designers have modified to lighten and strengthen the heel of "AM4NYC" to lighten the burden of runners. All customization has been made by 3D printing technology to modify and test quickly, and skip the traditional factory's long opening, production, modification and so on.

For Adidas, short-term production is still dominated by traditional factories, but they hope to increase the output of fast plants to half in 2020, because of the vision of Adidas's improved business model.

In the past, the managers of new shoes before going public will predict how much volume they will take based on past experience, too much inventory, too little entry and too few customers to buy. If the technology and capacity of the fast plant are mature, the time advantage of production can effectively avoid the inventory problem: do not have the style you want?

On the other hand, it also solves the consumer's long-standing trouble: shoes are not fit.

In the past mass production mode, the consumer only had the size option, even if the appearance liked it again, the version was not compatible and could only give up reluctantly. But in the future imagination outlined by Adidas, consumers can buy shoes as long as they go to the store, wear shoes with inductors to run on a treadmill, and then make on-site production according to their preferences and feet. After visiting a street, they can get hot and steaming, and only two of them are "printed".

Transformation pains smart factory closed

In November 12, 2019, Adidas announced the closure of the Speedfactory robotics plant in Germany and the United States and transferred production to Asia to cut costs.

Its robotics factory, Speedfactory, will begin transferring to two suppliers in Asia in 2020, thereby enhancing its ability to produce more style sports shoes and enhancing its ability to respond to consumer demand.

According to Reuters, two factories will focus on automation at the beginning of their establishment. In the end, this seems much more difficult than expected. As other industries are eager to automate, when technology is not ready, it is easy to exceed standards and over invest.

Adidas declined to disclose the cost of the past factories, saying they were included in the company's R & D expenditure, which increased significantly compared to 2015 and 2016.

In the past 70 years, Adidas still needs to find new tricks to satisfy the increasingly discerning consumer market. Can we succeed in leading the wave of brand transformation?

Source: Tiger pat runner: Wang Ziyan

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