评论
打印
Adidas thinks it’s come up with the next big thing in running shoes. And the company isn’t being shy about telling everyone about it. When the goal is to catch Nike, you can’t be.
阿迪达斯自认为已经找到了跑鞋领域的“下一个大发现”。而且该公司并不吝啬于向全世界宣示此事。如果它的目标是追赶耐克的话，那更应该这样了。
At a swanky launch event at New York’s Javitz Center, Adidas product execs rolled out their new “ Energy Boost” running shoe, boasting that it will do nothing less than revolutionize running footwear. A worldwide launch is scheduled for Feb. 27.
在纽约贾维茨会议中心（Javitz Center），一场华丽的发布会上，阿迪达斯的产品高管们滔滔不绝地介绍他们全新的“Energy Boost”跑鞋，称该产品无异于将给跑鞋领域带来一场变革。按照安排，这款跑鞋将于2月27日在全球发售。
To a horde of journalists from North America, Europe and Asia, global brand chief Eric Liedtke proclaimed the start of a “new chapter” in running shoes, one that perfectly balances comfort and energy. The formula: small capsules fused together inside the sole provide consistent energy and bounce, designed to keep a consistent spring in a runner’s step all the way through a long course. Adidas execs say the technology, three years in the making, is proprietary, though they couldn’t be specific on questions about patent rights.
面对一群来自北美、欧洲和亚洲的记者，阿迪达斯全球品牌总裁埃里克·里德克（Eric Liedtke）宣称这将是跑鞋领域“新篇章”的开始，这双鞋将完美地平衡舒适度和能量。其创意在于，鞋底是由大量的小气囊复合构成，从而能够提供连贯的能量和弹力，这种设计是为了能在长距离的奔跑过程中为跑步者提供持久而均衡的弹力。阿迪达斯的高管表示，这项技术历经三年研发，是独一无二的，不过他们并没有特别回应有关其专利权的问题。
The marketing plan: roll out the Energy Boost, which will retail for $150, to serious runners at Adidas Stores and various running specialty chains. Advertising will be limited, with no TV. If the response is good, look for a wider retail rollout backed by a bigger ad budget. “The idea is to spend the big bucks later, in time for a broader retail launch, ” says Patrik Nilsson, president of Adidas America.
该公司的市场营销计划是：通过阿迪达斯专卖店以及不同的专业跑步用具连锁店，将Energy Boost（零售价为150美元）提供给经常从事跑步运动或锻炼的消费者。该公司进行的广告宣传将非常有限，没有投放电视广告的计划。如果市场反馈良好，该公司将分配更多的广告预算从而进行更广泛的零售推广活动。阿迪达斯美洲区业务总裁帕特里克·尼尔森（Patrik Nilsson）表示：“我们的想法是，在需要启动更大规模零售销售的时候，再花大价钱做广告。”
Adidas plans to eventually outfit all of its athletic shoes –basketball, tennis , the works – with its “Boost” technology. But for now, Nilsson says, the running category is where Adidas has its biggest opportunity for growth. That’s probably true: according to athletic apparel tracker SportsOneSource, it has just 4.4% of the global market, little changed from two years ago. Market leader Nike, meanwhile, enjoys a 54% share. Adidas does a bit better in the overall athletic shoe market with an 8.6% share, but that’s still only about a sixth of what Nike has when its Jordan Brand subset is included.
阿迪达斯计划最终为其所有运动鞋类——篮球鞋、网球鞋等配备这种名为“Boost”的气囊技术。但是尼尔森表示，现在跑鞋类产品是阿迪达斯拥有最大增长机遇的产品类别。这个观点可能没错：根据运动服饰领域追踪公司SportsOneSource，阿迪达斯只是拥有全球跑鞋市场4.4%的份额，和两年前相比并没有太大变化。，但是，市场领头羊耐克却掌握54%的份额。在整个运动鞋类市场，阿迪达斯的表现稍好，拥有8.6%份额，不过这只是包括乔丹品牌在内的耐克所占有份额的六分之一。
SportsOneSource analyst Matt Powell thinks the Energy Boost concept will help, but that the running shoe category is so highly fragmented – minimalist, lightweight, fashion running, trail running, etc. – that no one technology is likely to change the industry. “Retailers say it’s a good program, but I don’t think it’s a game-changer, ” says Powell.
SportsOneSource分析师马特·鲍威尔（Matt Powell）认为，Energy Boost概念将带来帮助，不过由于跑鞋市场高度分散——简约风格跑鞋、超轻便跑鞋、时尚跑鞋、越野跑鞋——没有一项技术可能颠覆整个行业。鲍威尔表示：“零售商表示，这是一个不错的项目，不过我并不认为这能够颠覆游戏规则。”
As much as the actual quality of the new shoes – which consumers will ultimately judge – Adidas’ launch fits its modern strategy of promoting itself as an innovator to a young, tech-savvy crowd. A 40-something browsing in an Adidas store in New York isn’t likely to find much that’s familiar. At Wednesday’s presentation, Liedtke channeled Steve Jobs with his jeans and black shirt (though not a turtle neck), as he boasted that Adidas had “cracked the code” of finding the optimal combination of comfort and energy in a running shoe. A handful of young, all-Adidas clad helpers joined him in holding up the Energy Boost shoe to the audience. To complete the Apple connection, the company even handed out free iPad minis to the audience.
不管这款新跑鞋的实际质量（消费者将最终作出评判）如何，阿迪达斯本次推广活动符合其现代战略——将自己作为创新者推广给年轻、精通科技的用户群。40多岁的中年人在纽约的阿迪达斯专卖店闲逛的话，不大可能找到自己太熟悉的东西。在周三的介绍会上，里德克穿着和史蒂芬·乔布斯一样的牛仔裤和黑色衬衫（尽管不是圆翻领），他表示阿迪达斯已经“破解了密码”，找到如何在跑鞋中实现舒适和能量的最优组合。几位年轻、一身阿迪达斯打扮的助手捧着Energy Boost跑鞋，来到台前和他一起向观众展示。为了使与苹果的联系更加完美，该公司甚至向观众免费派发迷你iPad。
Of course, Apple’s stock has been slumping of late. All the more reason to continually convince the public you’re always coming up with the next cool thing. Whether you are or not, they’ll let you know.
当然，苹果的股价最近持续下滑。因此，作为商家，你更加有理由继续说服公众，让他们相信你总是能拿出很酷的产品来。但是你究竟酷不酷，要由他们说了算。
