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Adidas Trung Quốc đã tận dụng lỗi dịch thuật ngớ ngẩn trên website để tạo nên một chiến dịch marketing tự nhiên và lan tỏa mạnh mẽ.
Các ý chính:
- Adidas Trung Quốc nhanh chóng biến dòng mô tả sản phẩm bị dịch sai thành áo phông in chữ và chiến dịch trang trí cửa hàng, thay vì âm thầm sửa lỗi.
- Lượng đơn đặt in áo tùy chỉnh tại Adidas tăng khoảng bốn lần, với nhiều khách hàng yêu cầu biến thể hài hước của câu dịch.
- Thành công này đến từ cấu trúc phân quyền và chiến lược "In China, For China", giúp đội ngũ địa phương tự quyết mà không cần chờ trụ sở chính phê duyệt.
- Adidas đã chịu ảnh hưởng nặng nề từ làn sóng tẩy chay BCI năm 2021, khiến doanh thu Trung Quốc giảm 36% năm 2022, nhưng đã phục hồi với chín quý tăng trưởng hai chữ số liên tiếp đến tháng 10/2025.
- CEO Bjørn Gulden thay đổi khẩu hiệu toàn cầu thành "You Got This" vào năm 2024, nhấn mạnh việc đứng cùng phía người dùng thay vì áp đặt chuẩn mực thành tích.
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