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CONVERSE VS: A Contest Between Brand Culture And Spirit

2013/4/14 17:31:00 82

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force back and < a href= "http://www.91se91.com/news/index_x.asp" > CONVERSE < /a > are two brands that are unrelated in the tide's inertia thinking, but in fact, they are closely linked to "fashion" and PK. 
 VS origin: professional sports are equal to each other. /p >
 60s and 70s, "wearing back shoes" is one of the fashionable signs of young people at that time. Back then, we walked professionally. The Chinese women's volleyball team once wore it to win the twenty-third Olympic Games champion. This road is similar to that of CONVERSE on the other side of the ocean. 
 1917, the first pair of CONVERSE shoes were born in the United States, and the founder Marquis M. Converse set CONVERSE as a professional sports route. He kept polishing the quality of these canvas shoes until he met chuck Taylor, the American basketball star who was known as the "basketball ambassador". The giant star loved the newly emerged canvas shoes and recommended CONVERSE to the University and high school basketball teams. 
 VS development: the road is different, but the situation is changed. /p >
, however, it was also in the same period that "a href=" http://www.91se91.com/news/index_x.asp "/a" and CONVERSE had undergone a change and embarked on a branch road. 
In P, with the rise of imported sports brand, Huili gradually withdrew from the mainstream market. In 2000, the Shanghai rubber shoes factory went bankrupt and was restructured to Shanghai Huili shoes industry Co., Ltd. After the reform, the power of the original shoe was retained, and the factory moved to the south from Shanghai where the production cost was high. Even if the production cost is reduced, but continue to take the professional sports route back, and gradually be squeezed out of the fashion guide, coupled with the more severe price war in the Chinese rubber shoes industry, it also makes it struggling at the edge of maintaining the balance of payments. A price of tens of dollars, 50 yuan can buy its high-end products "back force", quickly disappeared inside and outside the attack. 
 and at that time, CONVERSE discovered another way: professional sport -- sports star -- < a href= "http://www.91se91.com/news/index_x.asp" > Fashion /a trend. When the celebrities on the back of the Chinese women's volleyball team are Chinese women's volleyball players, CONVERSE's top NBA star team has changed several crops, which does not include a large number of star fans who do not need CONVERSE to endorse fees (only in China there are Faye Wong, Vivian Hsu, Sammi Cheng, etc.). A few hundred yuan, limited edition price is not topping CONVERSE, not only in the United States made canvas shoes like jeans culture industry, also become the heart of Chinese young people. 
Unlike P, CONVERSE has been reluctant to move its origin to cheaper places in Asia, and CONVERSE has gradually failed to compete with Adidas and Nike. It was eventually purchased by Nike at a high price of $305 million. However, CONVERSE, who was recruited by Nike, retained its all star logo and name, and sold well in high-end shopping malls and exclusive stores. At the same time, with the help of Nike's brand operation and cost management, CONVERSE has made a new world. 
At P, Huili and CONVERSE turn left and right. 
 VS: the way to victory is divided into /strong > .
 > foreign power has become a "sharp cargo" and the domestic rejuvenation obstacle is much less than /p.
 CONVERSE's popularity in China has been repeatedly staged in Europe and America in recent years. The English "Warrior" shoe has become the "top cargo" that Europe and the United States are rushing to buy. The price is about 500 yuan, which is almost the same as that of CONVERSE. More and more Hollywood stars are also starting to wear this "smelly sneaker" from China. In the summer of 2008, a group of distinguished foreign guests invited to the Olympic Games, the Belgian crown prince, the Deputy Prime Minister of Denmark, vice president of Mongolia and vice president of Burundi, went directly to the third floor of Lisheng sports commercial building in Wangfujing, and snapped up the "rebound shoes" of Chinese products. At that time, they were holding the English version of "China Daily", which contained the news that the shoes were available at the Lisheng commercial building in Wangfujing. 
This time and space reversal of P is more dramatic. Taking advantage of the return of "retro wind", through the hot stir of the fashion industry in Europe and America, the brand of the fragrance outside the wall has gradually become the new favorite of the "Chaozhou" people in China. Not only can you see the shadow of the fans gathered on the Internet, but also some of the fashionable shops in the big cities. 
 however, we can not help but ask, how long can Huili's bowl of "retro" meal be eaten? 
 a tidal current into productivity needs to break through many barriers. In terms of quality and strength, there is no way to fall behind, but there is still a long way to go. What's more, the force at this time is still in the minds of most Chinese people. 
 the first is packaging, style, the speed of renewal is very slow, the market response is not sensitive enough, the classic style has remained unchanged for decades, and the new model can be deducted into very few classical ones. Back in 1985, the classic style WB-1, which has been sold in the past, has sold tens of millions of pairs so far and is still producing. This can explain the lasting appeal of its classic style, but to a certain extent, it shows the weakness of its products. This is why people always feel "a href=" http://www.91se91.com/news/index_x.asp "old brand /a" when they see the new shoe. 
In addition, P does not seem to have a clear brand promotion strategy. It is difficult to form enough powerful brand influence by sporadic activities and media coverage. 
 in fact, because the previous market behavior is mostly confined to the minority area, people's cognition of the brand is still at the level of "domestic goods", "utility" and "memory". These news selling points have not changed materially, which is far from the brand goal set by themselves. 
 it is just a pair of shoes -- lack of brand culture 
Why did the old brand of "P" fade away? Why did it disappear in China, but it was recognized by many foreigners, and it turned over in Europe and America, and became more and more fashionable. It became a fashionable single product for young people in Europe and the United States. According to the analysis of the industry, the main reason is that foreigners know brand packaging very well and packaged the gradually declining brand into a small crowd, which fits the young people's consumption psychology. 
 compared with 60 and 70, they cherish the memory of children's "back shoes". After 80 and 90, young people "patriotic goods" come out of different ideas. They chase things that are very small and most people do not approve of, and in this way, they flaunt their differences. Many post-90s do not advocate brands or superstitious advertising campaigns. They like to judge whether they are good or bad by their own attempts. They are willing to spend money to try new things. Once they are found to be good, they will recognize them. 
"P" Hui Li once held a hand-painted shoes product release in Shanghai. This is the highlight of Huili's brand promotion in China, with the aim of shaping influence among young people and setting up a brand's fashion image. But the conference itself is not good enough and the result is not as good as expected. Because these hand-painted products at the press conference are rarely seen in the market, young people who are interested in hand-painted topics do not know where to buy them. 
 in addition to the disjointed product design and the mature marketing methods, changing the sales mode of products is also one of the key points that should be paid attention to in rebuilding the image of brand. Prior to this, Huili concentrated on wholesale business in China. From now on, it will turn to the terminal and cultivate a wide range of brand awareness. 
From P back to Europe and America, we can see clearly the track of fashion Transformation: design, packaging and maximize business value. Compared with "made in China", Huili shoes are a "foreign processing". We export culture, elements, raw materials, others processed into finished products, and then sell them to us. Although Hui Li has become the cultural foundation of fashion, but without the fire of foreigners, even if the old brands of China have greater brand innovation ability, they will not burn the mountains and rivers everywhere. 
 China has good products and profound cultural connotations, but our manufacturers are too unlikely to pack them. A pair of shoes, Chinese people wear it from childhood to large, think it is just a pair of shoes, but foreign manufacturers have given it the meaning of fly forward and Chinese Kung Fu label, feeling completely different. 
, it can be seen that if the old goods are to be turned over, they must pay attention to two key things: first, marketing and brand culture, and two, a strong sales network. In particular, give the brand's cultural value and how to best sell its brand culture. Brand is intangible assets and sometimes even exceeds tangible assets. For the concept of Chinese brand, people do not pay enough attention to it. Brand remolding, first know a product, a concept, the price is several times the same product, and later packaging propaganda and promotion is much less. 
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 CONVERSE uses marketing efforts to show culture /p >
 look at CONVERSE again. Classic seems to have become the best label. Even after opening micro-blog, CONVERSE gives people the same image as it labels itself. It is hip hop, graffiti, canvas shoes, skateboards, creativity, rock and roll, basketball, fashion and art. 
 CONVERSE is a brand advocating individuality, pursuing freedom and paying attention to details. It is not a shoe industry, but a fashion culture. In the past century, millions of young people have gone crazy to get their own CONVERSE canvas shoes. 
 graffiti, original music and creative activities all over the world. CONVERSE's actions remind consumers from time to time: CONVERSE should be optimistic, free, rebellious, original and artistic, and CONVERSE is a staunch supporter of popular culture. 
Less than P, however, looking back at CONVERSE's propaganda techniques, from the original "century old legend, retro pop" to "hundred years of legend, exquisite quality" and then to "all the way colorful, beautiful and colorful", it seems that there is a lack of a thread that runs through all the time, and it feels like being alone and fighting. However, since joining Nike in 2003, CONVERSE has taken marketing as the core part of brand development, and is committed to developing and utilizing the unique historical assets of the old brand, firmly taking the creative route, conveying its freedom, optimism, rebellious brand spirit and the core value of original and art, and successfully establishing the brand image of popular culture supporters in the minds of consumers. 
Like P, McDonald's, Coca-Cola, Ford cars and Levi's jeans, CONVERSE has become the representative of the spirit of American traditional culture. Graffiti has a deep cultural background in the United States, so CONVERSE, which pays attention to fashion and street culture, has long been associated with marketing strategy and graffiti. In 2002, CONVERSE launched the doodle contest in canvas shoes in China. It started the graffiti boom in China. Its brand connotation of advocating freedom and publicizing personality immediately resonated with the consumer groups, and graffiti works were also implanted into the products and accepted by more people. 
CONVERSE has been carrying on this street breeze and graffiti for many years. Until 2007, CONVERSE held large street theme activities in Tianjin, Zhengzhou, Changchun, Kunming and other cities, including street graffiti, street 3 basketball matches, street dance competitions and other activities to attract people's attention. In the same year, CONVERSE launched a series of publicity activities, such as informal drawing, informal entertainment, and undivided thoughts, which quickly conquered young people's soul with self, natural, self deprecating and confident style. In the online activities of informal entertainment, CONVERSE actively invited netizens to upload CONVERSE advertisements created by themselves, so that consumers could change from passive receivers to active participants, and their original ideas appeared. 
 2008, CONVERSE joined hands with the original music godfather of Asia, Jonathan Lee, to create an original campaign to inspire young creators. Converse-Lee Guitars All Star Team "let the original go out" national tour music exposition, to encourage young artists to pursue music dreams. 
In 2009, CONVERSE worked with the Houhai shark band to launch the first MV and popular singles "Let s Play" created by consumers. This activity provides music fans with opportunities to create their own lyrics and to shoot MV, and to provide consumers with the opportunity to quickly query product information and understand brand history through well-developed official websites. 
 Design and creation are no longer out of reach. < a href= "http://www.91se91.com/news/index_x.asp" > CONVERSE < /a > 2010, the advertisement "you made" tells us that even in daily life, it can still rub out the spark of creativity. This time, CONVERSE invites the world's cutting-edge artists to lead us together to create extraordinary art with the most common items. This is a comprehensive creative campaign -- with the slogan "You 're On", "You" re Up "and" You "re It, to inspire consumers' inspiration. 
 around the world, CONVERSE records the creative process of artists in short form. Each video clip ended with a slogan asking users to find their own way of innovation. At present, CONVERSE has launched more than 20 artists' short films. In addition, CONVERSE has introduced artists and creative slogans in the form of Internet, retail, printing and outdoor advertising, and has been launched in more than 50 countries around the world. 
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 in China, online activities known as "You re it" have been highly evaluated. Inspired by online activities, CONVERSE also expanded the "made your" activities to offline, and held a lively "Converse art for all" activities in three places in Shanghai, Beijing and Chengdu, inviting young consumers to participate in creative production of all kinds of novelty. Making the world more creative is the core of CONVERSE's brand. 
 each brand has its own unique brand culture. How to convey the brand culture to the target consumer's mind and how to let them identify is the problem that the marketing director needs to keep thinking. Similarly, everyone has their own values and spiritual culture atmosphere. Therefore, it is a good way to integrate the brand culture with the spiritual culture of the target consumer group. 
 the relationship between brand culture and spiritual culture is actually the consciousness of consumers. If consumers approve of the content and style of your product and recognize your values, then you have a special meaning in his mind. This will make your every move follow by the consumer, and spread this meaning to a trend and culture by twenty passes. Therefore, the building of brand culture should be pragmatic, rather than cling to the mind. 
 CONVERSE's cleverness is that no matter where you are, whether you like catching balls or graffiti can be strongly associated with CONVERSE's brand culture and product characteristics. CONVERSE, however, conveys this association to more people with the help of consumers, so that different consumers can get involved in the activities of brand development, and constantly deepen their awareness of activities, product attributes and brands. 
 nowadays, shoe brands should pay special attention to the study of consumers' shopping psychology. Nowadays, the pursuit of "individual culture" by young people has attracted the attention of the younger generation. In today's personalized demand, there is no strong corporate culture, no outstanding corporate values, corporate spirit and corporate philosophy belief, and then the brilliant management strategy is also helpless. 
 therefore, establishing the brand culture with the core of the first value as the core is the key, and we must get the pervasive execution and dissemination, constantly innovate and transform. At the same time, we really have our own brand value appeal, brand positioning clear, stable and sustainable development. If only imitate the surface, can not effectively graft with the brand value added, can not really give the brand culture, will eventually be futile.