Look At The Next Outdoor Industry Dark Horse From Newbalance.

The Chinese name of New Balance is "New York". It was founded in 1906 in Boston, USA, because the brand is loved by celebrities such as George W. Bush, Obama, Jobs and Bill Gates in the United States. This brand is also known as "President jogging shoes" in the United States. However, recently, OK Shuai found that this brand of shoes suddenly became popular in China, and more and more people began wearing them. This brand does not do a lot of advertising in China, nor is it known as Nike or Adidas. How does this brand become popular in China? What are the laws behind its popularity? Listen to OK, let's analyze it.

In a book I have read, tipping point, there is a brand case. It describes how a brand can change from 30 thousand to 400 thousand, and how to turn from a niche brand to a popular brand. In this book, the author points out that

The three laws of popularity are: the rules of individual characters, the law of adhesion factors, and the law of environmental power. I also analyze the process of NewBalance's popularity in China from these three perspectives.

Let me start with the "rules of individual characters". When I was in the circle of friends NewBalance When it comes to fashion, many friends mention two people. One is Yang Mi and one is Premier Wen. These two people can be linked together, also because of NewBalance shoes, two people in public through this pair of shoes. During his visit to the disaster area, Premier Wen not only once wore NewBalance shoes, but he could see Premier Wen's preference for this brand of shoes. In June 22nd last year, Yang Mi was wearing NewBalance at the mango stage entertainment program, the happy camp, and at the same time, Sheenah also triggered heated discussions on the social network. In addition to these two celebrities, there are many Chinese idols who pass through these shoes, such as Hong Kong and Taiwan stars Andy Lau, Shawn Yue, South Korea's Obama Lee Min Ho, Kim Su Hyon, all in this long LIST. This is so many celebrities give this brand free endorsement, so that the NewBalance brand does not advertise, but also has a lot of exposure and popularity. The power of an idol is endless. If so many celebrities are wearing it, ordinary people will definitely want to buy a pair.

Then, I'll talk about the explosion. adhesion The law. What is "adhesion", that is, the brand can be easily attached to other things like viruses, leading to crazy communication. First, the logo of NewBalance brand is easy to identify, and a large "N" word on the shoe is highly identifiable. Abbreviation is "NB" two letters, so in Shanghai has become "Niu" shoes. Of course, more importantly, the shoe design is also very good, comfortable and beautiful, very much in line with the tastes of young people, and will not be as big as Nike and ADI. Many stars choose this brand, besides good-looking and comfortable, the most important reason is that the crowd wearing this shoe is relatively few, highlighting the uniqueness of identity.

Finally, let's talk about " Environmental Power Environmental power refers to the change of external environment. The original brand of shoes is less, is the price of this shoe is relatively high, almost no less than 500, and it is very difficult to buy. But with the increase of people's income, buying seven hundred or eight hundred pairs of shoes is entirely affordable. It turned out that this shop had very few stores, so it was not easy for everyone to buy it. But with the development of e-commerce and purchasing agents, everything that bought any brand became easy to get up. Soon after Yang Mi's happy camp, there will be businesses on Taobao's website that are marked with "Yang Mi's". These objective conditions reduce the threshold of buying NewBalance, so it is easy for everyone to buy shoes that share the stars' shoes and satisfy their vanity.

Finally, I would like to say that the popularity of anything starts from a small circle. Whether NewBalance or any outdoor brand is popular in the circles of the people in the field, one of the most important factors is the fewer people wearing this shoe. When people choose this brand, the fashion crowd will start giving up the brand to find new brand. This phenomenon will be more obvious from the lady's bag.

For outdoor workers, we should learn the popular laws from this case and firmly grasp the three principles of detonation. If we can create a popular product, we will dig out the business value beyond imagination. Now, the outdoor industry has registered about 600 brands, and the scale is less than 30. This means that although the outdoor field seems to be very competitive, the average size is not very large, and the domestic consumers are well aware of it. Therefore, when the industry has not yet entered the absolute giant mode, the opportunity to kill it is still very large. OK Shuai and everyone are waiting for the next dark horse.