After two years, Adidas CONFIRMED, which had terminated operations due to technical reasons, returns.
On the evening of October 28, Adidas officially announced through official channels that the new version of the Adidas Clover CONFIRMED application has been re-released. Launched in the Chinese market.
Compared with the CONFIRMED App two years ago, the new version of CONFIRMED has a richer range of cooperation products. Adidas also hopes that consumers can choose in a fair, fast and safe way on CONFIRMED. Purchase products.
However, it is worth noting that Adidas has lagged behind in the field of digitalization.
adidas tries to find a more lasting cultural influence and new applications in the ever-changing modern street trends. This is how the program CONFIRMED was born.
As a strong rival of Adidas, Nike is at the forefront of digital operations, while domestic independent brand Anta has also achieved good results in this field. In addition, Adidas’s performance in the first half of this year was not ideal. At the same time, it is undergoing a coaching change in the Asia-Pacific region and plans to sell its Reebok subsidiary.
CONFIRMED is back online
On October 28, the news that CONFIRMED App was back online in the Chinese market attracted the attention of the shoe circle . The relevant person in charge of Adidas told the Beijing Business Daily reporter that CONFIRMED App, as one of Adidas’ self-operated digital channels, will take the community as the core and provide brand fans and shoe fans with a new digital experience through exclusive limited products and creative content. .
Actually, this is not the first time that the CONFIRMED App has been launched. In 2015, Adidas officially launched the CONFIRMED App. However, due to technical reasons, some people took advantage of program loopholes to purchase limited edition sneakers. Few consumers have questioned its fairness and safety. With the release of YEEZY BOOST 350 V2 “Semi Frozen Yellow”, some consumers took advantage of loopholes to snap up a large number of purchases. In August 2018, Adidas announced that it would stop operating CONFIRMED, and this App withdrew from the stage of history.
Industry insiders generally believe that the return of CONFIRMED App is not only for Adidas to make up for its digital shortcomings, but also hopes to use digitalization to stabilize its performance in China through high-end and trendy shoes. , to reverse the sluggish performance in the first half of the year.
In this regard, the relevant person in charge of Adidas also stated that the new version of CONFIRMED App is an iterative update based on the 2015 version and is positioned as an exclusive limited product purchasing platform. Adidas will make full use of the new The publishing mechanism and digital security technology ensure that consumers purchase products in a fair, fast and safe way.
Wu Di, a sports industry observer, believes that the return of CONFIRMED App is not unexpected. Two years ago, the progress of the ONFIRMED application was not smooth, which also caused Adidas to be questioned in terms of digital innovation.
Adidas confirmed the coaching change in the Asia-Pacific region
On October 22, 2020, Lanxiong Sports reported that “Adidas Group CEO Colin Currie, managing director of China, is about to leave.”
The report stated that on September 27, Currie announced to the Asia-Pacific employees within Adidas He has made this decision and will leave office effective November 1.
At 16:00 pm on October 23rd, Beijing time, Jiemian News exclusively received a reply from Adidas Group: “Colin Currie, the current managing director of Adidas Asia Pacific, will leave the company to accept a new position. challenge. We are very grateful for his outstanding contribution to the success of Adidas.”
In fact, the Asia-Pacific, especially Greater China, is currently the best market for Adidas in the world. There have been a lot of good things happening in Greater China recently – Adidas’s earlier financial report showed that in the second quarter when the group as a whole suffered losses, Greater China took the lead in recovering, with revenue basically the same as the same period last year. Updates in May and June It’s a double-digit growth.
Just a few days ago, on October 16, Forbes released the 2020 World’s Best Employers list. Adidas ranked 11th, the highest among sports brands.
</p
