You just said that the boundary is not so clear between athletes and entertainers, that they all can be 'influencers', and as far as I know, you use hip-hop artists or other celebrities as influencers. Can you please tell us about some successful examples? When we generally say 'influencer', we think there are top influencers and other layers. But with the big influence of social media nowadays, consumers are not just inspired by someone's fame as before. But now it's more about the value, professionalism, their knowledge and experience. Something that's practically helpful to their followers. With endorsers that we can call 'Big Assets', these are really famous people, consumers cannot avoid feeling a distance with them. We do follow them but still we still feel that they belong to a different world, This is true for top celebrities or top influencers, but now in the social media era, people who feel like our neighbors, especially those who we can feel closer to, let's call them medium or smaller scale celebrities, feel more approachable. To see an example of the so-called 'Big Names', David Beckham is a huge name but a local asset such as Son Heung-min can have a bigger influence on many people here so that is the reason we call that influencer a 'creator' before categorizing him or her into entertainment or sports. Those creators develop people's lifestyles, and they influence consumers who desire greater values from the field they are interested in. This is a good marketing tool, connecting a brand to consumers organically, which is happening now in the social media era, and that consumers themselves can deliver the message on their own as contents providers, making normal consumers more influencial. On the other hand, the top celebrities we have talked about for a long time beforehand, were used and exposed in very commercial ways, making consumers take the message from them not just as it is. But now, consumers tend to be influenced more by influencers with more authentic messages, and by those who are seen more frequently. These are more suitable for this era and today's media environment, so we have started working with this idea, marketing via these influencers or creators, what we call EIM marketing. EIM marketing stands for Entertainment Influencers Marketing. Pharrell Williams and Kanye West are good examples of this. They are not just musicians but artists who they have their own beliefs, stories, and devoted fans who follow them. We combine their name value and stories to existing products, but also practice more open source collaboration marketing, and it doesn't just end with marketing but we use them as business partners, such as using tied-in promotions, ultimately creating a broader market and success. Then do you differentiate your marketing just for those creators? I guess someone must work on this through big data. Do you also conduct off-line marketing? Yes we do. At our global headquarter, we have a marketing unit that formulates our global strategy. We execute that marketing strategy in Europe, or in Hollywood, and so we keep trying to find influencers, or creators that impact fans all over the world. To name influential cities, they would be New York, London, Paris, Tokyo, and nowadays more and more Seoul's influence is becoming bigger. We then track those influencers and creators, and coordinate key strategy decisions with our partners, and we work on this very regularly, updating materials, and conduct open source collaborations. This all requires lots of data analysis, right? Yes, it does. It's because we have to figure out where and when consumers get affected the most and become more enthusiastic. 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 ideas from different industries. What I want to ask you is how ADIDAS is outsoucing on other industries, other than sports or entertainment. I guess you know too, but ADIDAS had a product named 'Boost'. This is about a global company named Basf, located in Germany. Yes, it's very popular. We have an oen source collaboration with dashboard of automobiles., which is shock-proof. All materials that protect people from accidents are from Basf company, from the Boost. We are sports industry, and chemical industry like Basf seems to have no commonality with us, but by providing consumers a whole new experience like comfortable cushions is now becoming an innovation, through collaboraion open source. And to talke about another example, something called 'lung tested'. Nowadays, digital, CCT, by custimazing and packaging our services, combining wearable designs which can be worked globally. So ADIDAS Global is now working with M&A named Lung Tested, to provide services with customazation and packaging, and also technology related to individualizing also under process. Then you musy be busy cooperating with IT companies. They are now the most important CIO partners in CMO. It is now the era that marekting cannot be talked without IT, so digital and marketing will continue to go together, both in products and services. Also, experiences in the shops are already being digitalized and modulized, so I think now all brands will try to provide experiences to the consumers. So it is the experience that's the most important. Right. There might be many kinds of technology but it all connects to experience. In O to O, I mean On-line to Off-line, and Off-line to On-line, and also in Only Channel marketing, The more experiences the consumers have, about their analogue sentiments or the feelings they have, So you mean consumers themselves are already the media? Yes, right. Consumers are the media, and our shops are also media as platforms, so when we deliver consumers a product combined with services and experience as a package, we are very certain that this can be an unchangeable approach in the eral of desire brands, Only Channel marketing, and in O to O. Ok. It was very informative. Thank you. Thank you so much.
