Hole Shoes: The Way To Diversify The Brand Of Shoes Enterprises

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, it was red.

But with his diversified development, he escaped the tumble.

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 Crocs material is very wearable, the life of a pair of "ugly shoes" can last up to ten years, which greatly reduces the demand for repurchasers. On the other hand, a large number of "Shanzhai shoes" appear on the market, which not only snatched the market share of Crocs, but also rapidly saturated the whole consumer market in a short time. At the same time, the stereotyped style also made it difficult for consumers to pursue their individuality.

Faced with the crisis, Crocs has chosen a road of diversification.

Take the Chinese market as an example, Crocs has launched Ocean Minded, You By Crocs, Crocs Golf, Crocs Work Shoes and other brands, and the product category has gradually extended from canvas shoes, leather shoes and golf shoes from the original "ugly shoes".

And so on, is now expanding into socks, sunglasses and accessories.

Public earnings showed that in 2011, the Crocs income rose from $789 million 700 thousand in 2010 to $1 billion in the wake of the European debt crisis.

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,

In terms of consumer positioning, similar to cave shoes, 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."