• <abbr id="ck0wi"><source id="ck0wi"></source></abbr>
    <li id="ck0wi"></li>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li><button id="ck0wi"><input id="ck0wi"></input></button>
  • <abbr id="ck0wi"></abbr>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li>
  • Home >

    Excellent Insurance: Crocs'S Road To Diversification

    2012/5/22 8:08:00 6

    CrocsLeather ShoesCanvas Shoes.

    Walton business school marketing professor Berg and others have done an interesting research.

    They studied the names of Americans and French people who preferred children for the past one hundred years.

    According to the survey, the sooner the parents are welcomed by their names, the faster the fever is, and they conclude that red goods are in danger of falling.

    However, in the past few years, Crocs's "cave shoes", which had exploded, escaped the collapse of their fortunes with their diversified development.


    In 2002, Crocs launched the first anti slip and non decolorizing Beach outdoor sports shoes. The "ugly shoes" with round head and vents with breathable holes were rapidly becoming popular around the world in the form of "full featured fashion shoes" and the 200 million largest fund in 2006 was the largest IPO in shoe industry.


    Just as Crocs became popular, some problems began to highlight.

    On the one hand, because the Crocs material is very wearable, the life of a pair of "ugly shoes" can last as long as ten years, which greatly reduces the demand for repurchasers. On the other hand, there is a lot of "market".

    Cottage shoes

    "Not only snatched the market share of Crocs, but also made the whole consumer market rapidly saturated in the short term. At the same time, the stereotyped design also made it difficult for consumers to pursue their individuality.


    Take the Chinese market as an example.

    Crocs

    Ocean Minded, You By Crocs have been launched successively.

    Crocs


    Golf

    Crocs Work


    Shoes and other series of brands reported publicly that in 2011, when the European debt crisis shrouded, Crocs revenue increased from $789 million 700 thousand in 2010 to 27% US $1 billion.

    Since April this year, the Crocs flagship store has also ushered in a number of new members Crocs casual wear. They are light, waterproof and colorful, and can be folded into a small bag, fully in line with Crocs's leisure, comfort and playful characteristics.


    However, this is not to say that the road to diversification is excellent insurance.


    On the pluralistic Road, there are too many losers, who have been the two kings of CCTV, and have developed six big industries in the face of difficulties.


    The diversified development of single product enterprises seems to be a dangerous game for Li Xianguo, a professor at the Business School of the NPC.

    "Specialization and diversification are two different paths. Specialization has advantages in product share, brand effect, market control ability and cost control. Just like Galanz microwave oven, tens of millions of products, a strong trade barrier has been formed.

    And when the market is saturated, diversification is the inevitable path.

    But the road of diversification of specialized enterprises is a road full of risks. It needs strong backing of funds, and it needs to control product positioning and marketing well, and face many unknown plight.

    Judging from the diversification of Crocs, it is relatively safe. Canvas shoes and casual wear are similar to cave shoes in terms of consumer positioning, and they also enjoy a common corporate reputation.


    This point seems to be confirmed in the Crocs China regional CEO Li Ju. When interviewed by the media, she said that the Crocs product label is "leisure, comfort and fun". This is the DNA of Crocs brand, and the only standard of product expansion. "The products we develop will continue such DNA, which is a road we have to take.

    • Related reading

    Jordan Sports Is Public Spirited To Create Charitable Brand

    Footwear industry
    |
    2012/5/22 7:58:00
    16

    Science And Micro Film Marketing Tianlun Tian To Create Outdoor Brand

    Footwear industry
    |
    2012/5/22 7:53:00
    21

    Children's Shoes, Children's Clothing Sales Target Over 380 Million, The Prospect Is Hot.

    Footwear industry
    |
    2012/5/22 7:50:00
    15

    A New Generation Of Marketing: Micro-Blog, Micro Film Marketing

    Footwear industry
    |
    2012/5/22 7:47:00
    43

    Steady Opening Up Becomes The Basic Means For Local Brands To Develop Sales Volume.

    Footwear industry
    |
    2012/5/22 7:43:00
    14
    Read the next article

    Brand Contraction: Li Ning Co'S Policy Of Declining Performance

    At present, the ideal design of Li Ning Co's light assets suffers severe inventory pressure and brings heavy burden to the capital chain. For a long time, the sales department and product department of Li Ning Co lacked coordination mechanism.

    主站蜘蛛池模板: 2019天天干天天操| 亚洲国产欧美久久香综合| 一本大道香一蕉久在线影院| 色费女人18女人毛片免费视频| 日本护士xxxx视频| 国产国产人免费视频成69堂| 国产在线激情视频| 久久精品一本到99热免费| 黄色网址免费大全| 日本边摸边吃奶边做很爽视频| 国产在线精品一区二区不卡| 久久成人国产精品| 视频黄页在线观看| 日日操夜夜操免费视频| 四虎精品成人免费永久| 中国china体内裑精亚洲日本| 国产精品午夜剧场| 日韩欧群交p片内射中文| 国产在线精品国自产拍影院同性 | 在线看片你懂的| 又色又污又黄无遮挡的免费视| 中文在线天堂网| 秋霞免费手机理论视频在线观看 | 国产在线一区二区杨幂| 久久久综合九色合综国产精品| 色播亚洲视频在线观看| 性生活片免费看| 亚洲美女在线观看播放| 888米奇四色极速在线观看| 欧美一级爽快片淫片高清在线观看 | 日本a中文字幕| 再深点灬舒服灬太大了少妇| bt√天堂资源在线官网| 欧美日韩亚洲二区在线| 在线一区二区观看| 亚洲国产夜色在线观看| 国产成人精品怡红院| 插插插综合视频| 停不了的爱在线观看高清| 67194线路1(点击进入)| 日韩免费一级毛片|