So it's not just about how we deliver our products to marketing through stores, but about putting concept at the center of the product,
and we provide services to offer holistic experiences with the product.
Going to a higher dimension, we provide consumers an experience at a third level, where the concept is activated,
and we call this internally the 'Bulls-Eye' approach.
We try to provide consumers the experience that connects the product's key concept to creators a this third level, through retailers,
and make it a better place to enhance the feelings of consumers,
maintaining and promoting the ehancement, loyalty, and desire for the brand.
Good.
And lastly, this course is about international marketing but it also focuses on so-called Cross Industry Innovation.
It's about how we can outsource key solutions from different industries.
What I want to ask you is how does ADIDAS collaborate with other industries, i.e. those not in sports or entertainment?
You may already know, but ADIDAS had a product named 'Boost' that promoted comfort.
Well, there is a global company BASF based in Germany. Yes, it's very well known.
We collaborated with them to produce dashboards on cars,
which are shock-proof.
All the shock-proof materials are produced by BASF and then made by Boost.
We are a sporting company, and we may appear to have nothing in common with a chemical company like BASF,
but by collaborating we can provide consumers a new benefit like safer cushions
This how we innovate, through open sourced collaboraion.
And to talk about another example, there is something called 'lung tested'. Nowadays, digital and ICT (information communication technology)
allow customization of products and services such as with wearable designs which can be used globally.
So ADIDAS Global is now working with the outfit Lung Tested,
to provide that kind of customization,
with such technology to fit our products and services to the individual and his/her health.
Then you musy be busy cooperating with IT companies.
The CIOs (Chief Information Officer) are now our most important partner for our CMO (Chief Marketing Officer).
We now live in an era where marketing cannot be talked about without IT, so digital and marketing
will continue to go hand in hand, both in our products and services.
Also, experiences in the stores are already being digitalized and modularized,
and so I think now all brands will try to provide such experiences to consumers.
So the common denominator is the experience? Yes.
There might be many kinds of technologies but they must all enhance the brand experience.
Experience and performance. In O2O, I mean On-line to Off-line, and Off-line to On-line, and also in Omni-Channel marketing,
the goal is to have consumers enjoy greater sentiments or perceive that "Wow" factor.
Think about it consumers themselves are media channels. The consumer is the media?
Yes, consumers are the media, and our shops also act as media platforms,
And so when we deliver consumers a product combined with services and experience as a total integrated package,
we are convinced that this will be an effective approach in the age of desirable brands, Omni-Channel marketing, and O2O.
Ok. this was very insightful. Thank you.
Thank you so much.