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God, ah, look at what we have been' there is so much work needs to be done - we have a warehouse in Belgium stuffed with slow-moving inventory - but our ideas and organizations have no problem, and soon, he realized he gets is a good thing " 1992 annual loss of $ 100 million in 1993, Adidas has made a total revenue $ 1.54 billion, profit of $ 8 million results, this achievement though not outstanding, but it has special significance. Lewis & middot; Dreyfus withstand pressure, the annual report of the publicity his little victory is not strong, he said he will not "a mere $ 8,000,000" and excited. But this is only the beginning, since 1993, re-energize the Adidas brand in the market to re-find their own position, sales figures also showed a gratifying change. As already obtained, Adidas has been the company's organizational reform, while a new strategic departure. Adidas product category and design are beginning to meet consumer expectations; sportswear shoes profit while not large, but accounted for 50% of total sales, to become Adidas success story; outsourced production in Asia is also cheaper and effective the . But for Adidas reborn in the 1990s, these are some practical reasons, rational, real X element that fashion changes, or as many employees as alleged, is luck. "This brand is not only because of what we did together again become fashionable," Juliet & middot; Mel Site Long said, "Of course, we put it on to the high-end pull, but also make it more famous, but also indeed improve product quality, so Adidas has set off a wave. Although also fruition, a very natural thing, but there are many intermediate element of luck, because suddenly, clover began to re-sign popular. " Consumers may be on Reebok and Nike began bored, suddenly rediscovered a love for Adidas. Adidas also more responsive to their needs and expectations, and noted the brand's loyal customers is actually a very broad group - they are wearing and love Adidas grew up - if the product is no problem, they are absolutely willing to Buy back the familiar three stripes. Completely bury a great brand is (although Adidas for example, they are not deliberately to test this conclusion) difficult, as long as you are taken care of it, nurture protect it, and understand basic business common sense, and it will grow prosperity up, as Adidas in subsequent years have been implemented that. Retailers also return to the embrace of Adidas, according to Mel Site Long said: "You have to remember, retailers really need the emergence of a competitor Nike because Nike is too strong, difficult for retailers negotiate prices with them. So they want to compete, so that they can make each other checks and balances between the big brands. " Adidas full of cool products early as 1986 the band Run-DMC became popular, to the early 1990s really hot up. At that time the most successful international markets are the United Kingdom, those wearing Adidas play concert band, such as Oasis and stains Choir (Blur), led a British rock movement, Adidas also took the opportunity draped British rock hot wind car and fire up. In Germany, two years after returning to the UK management Adidas British company Maike Ka Roach UK market for outstanding performance greatly satisfied: I could not believe it. Our sales soared from 70 million pounds to 330 million pounds, profit margins from 28% to 43%. Filled loss, we still have 70 million pounds ($ 100 million) in profit. Sponsored by the head office of reforms we have made rapid development of rocket. From September 1993 to 1997, we completely defeated Reebok and Nike than in all key indicators. In the United States, along with Adidas, Nike and Reebok sports shoes immediately climbed to the top spot for the third position, the athletic footwear market slump also be improved. The rapid growth of sales, from 1992's $ 185 million to $ 490 million in 1997. Market share doubled. Maike Ka succeed Roach became the headquarters of global marketing director Let & middot; Waldman says: When a big brand began to move forward, what could stop in its footsteps. We can even just catch a few people in the street when a director, the company's development will not have any change. We may have committed a lot of mistakes in that period, but the company is in a high-speed upward momentum, mistakes does not matter. We each grow by 40% -50%, 6 years, global sales of turn four to turn. I want to move into the 30-50 year newcomer, then rapid growth is difficult to control. To my term of office when fast tuberculin (2000), we do not know how the money was spent. I have added to the sales budget of DM 20 million ($ 10 million) - no one cares, because before we set a 20% growth rate, the result was an increase of 50%. We did nothing wrong. A few years ago with his experience as a director of the company's business than up, this is really stark contrast. "I'm in charge of the first year of operations, our marketing budget is only 100 million DM, including all of our worldwide market long-distance track and athletics. Today, that number has doubled to 100 times." Increase marketing budget for the business sector is simply God-given luck, they rely on for many years been a very small amount of money to survive. Patrick & middot; Nelson was in charge of the tennis fields: When I entered the company's tennis division, we do have Edberg and Steffi Graf, who are in the final stages of their career, and we have no back-up star. That's when we signed Hingis, Safin, Kournikova and Tim Henman. We have enough budget can go recruit these talented players, my work is of course fun. Before we did not really participate in this market go, Nike is the sole master of the letter of appointment to get that one player. So when we found some athletes can help us to develop business, we have the budget to talk to them to sign a contract, I felt really great. Corporate Culture Transformation Lewis & middot; cultural transformation of enterprises Dreyfus launched beyond the scope of the dress, designed to completely throw in addition to bureaucracy. He created the company in a mild climate anarchy, encouraging individuals to think and pursue his favorite slogan: "Let us create differentiation." When Juliet & middot; Mel Sterlon 1993 left London came to Herzogenaurach any brand communication manager, when only 26 years old, she soon caught the new spirit of Adidas. The first global meeting I attended was held in Vienna, which is a huge conference, each region sent 30 employees participating, participants from 120 different countries. Since Lewis & middot; Dreyfus did not like public speech, so they produced a roll of tape to boost morale at the General Assembly opening. The contents of this volume is to videotape many employees to talk about why they are willing to work in Adidas, this brand they feel most excited about is what point. Dreyfus himself was inside. Photographers recorded programs at headquarters when caught me, they asked me why I wanted to work Adidas, I just nonsense a pass: "Because Adidas paid my salary is great, I do not say to whom sleep to get the job." I I do not want to appear on the tape, so deliberately said some stupid things they do not use. After all, this is a relatively large company in Germany old-fashioned. Later, in Vienna, when we are watching videos, listening to company colleagues have expressed comments on the brand, Louis & middot; Dreyfus went to sit down next to me at this moment, I see myself on the screen! On the Start utter terrible nonsense ...... everyone roared with laughter, Dreyfus turned to me and said: "It's fun!" I big embarrassment. Then I came to the company two months. Mel Stromboli is a runner, but also the UK's lacrosse team one, she was in a cross-promotional campaign with Jean & middot; Waldman know after trick ??????. She was at the meeting to promote Waldman complained the lack of decent Adidas running shoes for women. When her "condemned" the end of Waldman she left a deep impression, but gave her a job. "They want emotional brand enthusiasts to join." Mel Site Long said. She was to leave London, travel occlusion German countryside frustrated, I did not think in Herzogenaurach spent five years of her career to become the most exciting period of stimulation. Many people who worked in marketing before serving large international companies (such as Procter & Gamble) careers are finding that they join the company does not make change. The kind of work a glance, all the way by the inherent (intrinsic way for each company) set a good - you dry around the clock throughout the year, we will also be able to create a 1 percent difference. However, when we came to Adidas, even at my level, but also to feel really affect the company's processes. I can introduce jogging advertising - that's made the national media through advertising, truly unique, also received various awards. Sales increased, retailers have joined, we feel exactly the company's own influence. So, this is part of the work a lot in return. Mel Sterlon age is also important, Lewis & middot; Dreyfus has been interested in recruiting young newcomers, believing it will help attract younger consumers. ("They are at risk on young people like me who gamble. I rely Shuahua Tou go, just go when not entirely clear what they're doing." Mel Site Long says.) Leagas Delaney set of advertising appeals mainly targeted at the youth market aged between 14-21 years old - Adidas is the most successful users of this age range. Delaney convince Lewis & middot; Dreyfus, to reverse this phenomenon, the brand must move forward to strengthen the attractiveness of the new generation. Delaney said: "Adidas has held attitude is: 'Why do you say to them why we want a dialogue on child athletes??!'" Mel Site Long said: "Tim is very clear Adidas must make children feel cool Robert also very much agree with this opinion - he understood and gave me great support to the company's previous year, they have been. launched the first big move, began a significant increase in advertising investment, and urged all regional markets to allocate a large part of the investment from their advertising budgets, which for them is a huge psychological leap, they always call "We can not afford it!" But suddenly seemed to put brand push into the children's vision, he said to them: "We cool it subverts the usual practice before Adidas - Nike has been doing, and now we have begun to adopt the Nike! The method of. " "We want to highlight the brand identity - with marketing academic language is - is the need to ask: 'People with how our brand is linked with our brand whether they complement each other if they have emotional and brand?? a link to the contact? brand and today's children, what kind of relevance? 'just a year's time, we have to score points on the show three times the growth. " "can so quickly change the brand, because we can make decisions quickly, and can be unimpeded implementation of these decisions. We may not have done much research, because these decisions are based on courage and sense of The upper made us the right way to go with the feeling, and not systematically to demonstrate, boundless land to study, to discuss endlessly - I think this is the German way " The company is seeing significant progress, Lewis & middot; Dreyfus and his staff deliberately shared the joy. 1994 Christmas party is still warm memories of Mel Sterlon scene: It was my first Christmas to the company, Adidas financial surplus first time in years, we have been a big red envelope. Adidas finally out of the red, next year's sales are also expected to rise. That is a very large party, I remember I was very happy. You know the feeling! - God, we finally did it we will soon catch up with us soon Reebok, Nike beat the !! Success Classic products In the uncertainty of those years, there is one aspect of the adidas internal organization of the company's assets has not been debated those people enough attention that Adi Dassler catalog. When they mistakenly believe that Adidas design evolving past, does not have much value on sneakers consumers are increasingly demanding market. Nike, Adidas granted then become role models, they always innovation, research the best technique to spare no effort - towards better, faster, higher and more rapid direction - they invested in the development of most modern design a lot of money and time. Last year's products have become history, so in 1992 and 1993, when no one seriously thought about the value of those old version Adidas design, and no one thought "Adi & middot; Dassler design" will re-launch The company has brought huge profits. Tapie, Rubin, Bioukesi, even Louis & middot; Dreyfus sitting on this gold mine under the body are unconscious. For example, when considered Rekord shoe market in 1972 the first pair of versatile sneakers, in the 1990s and early 2000s are still regarded as a great work, sold more than one million pairs; the classic Stan Smith tennis shoe appears every every 10 years will once again become fashion icons; Superstar basketball shoes since being re-band Run-DMC with hot, fashion items in recent years has played the throne. Adi & middot; Dassler died although 30 years, but today, still the most popular sports shoe designer, whose works are still active today on the main street in major cities. The only question, "you will not advertise things of the past, you are advertising for the future." Is: sell old products it is lucrative, marketing budgets are not very high, according to Maike Ka Roach words have a good supply and demand balance. They certainly do not want to make these classic flood flooded printing, and thus lose their special "memorable." Success classic old style was not called to thrust backwards carbine to save the company so simple, although the company did in the old portfolio invested much thought, but never said that if Adidas did not regain movement in the old market position, old products can be so easily comeback. Like Maike Ka Roach said:. "If our brand weakness, then we would not be so prosperous classic brand but as long as we are beginning to be seen - for example, there's the Falcon football shoes and other famous - Old products to leveraging the initiative, take a ride. Demand will be effectively stimulated. " Adidas took a long time to set up a business unit, responsible for the classic series of sales and marketing. In May 2000, former tennis division director Patrick & middot; Nielsen took over the charge of the newly created department of Adidas classic tradition, and from the opening of the new slogan, "once the innovation, today's classic, always authentic." During this time, Nelson's work most remarkable thing is that this new department no claim to the Adidas brand had any support in the traditional sense. They so strongly trust the power of three stripes, so he chose a more simple and inexpensive marketing methods: I was in charge of this approach is called "Assistance discovery", it has been for us an understanding of our brands also have a certain feeling, we just let them re-find Adidas again. So we must ensure that we are not through the roof blindly shouting "We are the authentic sports brand," to convey information. To get people through the assistance and guidance to comprehend after discovery to this information, by celebrities - such as Madonna, Robin & middot; Williams, Missy & middot; Ai Lite through our classic series of shops, high-end fashion magazines by By advertising soft paper and own articles and more means to discover. This move is very effective. Our target audience is professionals who live in major cities, a mature and innovative, are those likely to be attracted to the unique and classic product groups. We offer to buy a piece of history for them, their chance for some youth. Once we get these people, our classic product line will quickly go to other places. because the old products are not inexhaustible, so the company wisely borrows the spirit of old products, we launched a series of products continue to progress. You ask Gucci's Tom & middot; Ford or John & middot; Galliano and other creative geniuses, they will tell you that they'll grab inspiration from the past, and then add new ideas. That is the classic method of Adidas products division taken. No matter what age you choose to 20th Century 30s, 50s or 70s - we are looking through the catalog, to see when we are producing some kind of things, and then decide whether to use the history of the product as it is used or in retaining its essence premise redesign a new product. Basically, if you have enough creativity, always find a way to use history to create the future. Consumers benefit is to get a reasonable price (the price is about half of Nike sophisticated products) and extremely comfortable sneakers. Like Superstar, Stan Smith, Rekord such products are excellent, performance and comfort from speaking stand the test of time. to Nielsen, the sale of the product has been proven to be a history of profitable business, in 2003 he was the department's turnover reached 1 billion euros. "Our team personnel than other sectors (Professional Series Division) are small, do not have huge marketing expenses, the company is definitely a good thing. We have a ready-made iron legs (that is, when the foot mold of the original shoe design ), most of the shoe soles version has also been developed, plus a lot of the production, the price is even more plain "(Chinese shoes Network - the most authoritative and most professional shoe Information Centre, shoes World Tribune microblogging)