Crocs Hole Shoes Need To Come Out Again.

Comfortable cool drag, sneakers and lazy shoes become fashionable again. Apart from matching jeans, consumers also mix up lazy shoes and skirts or dresses to get out of the street. And Crocs's shoes are easy to wear, easy to wash and comfortable to wear. No doubt they can see the hope of revival again.

This spring, Crocs launched the newly designed hole shoe Freesail. This glossy hole shoe does not have a heel fixing strap, it looks like a pair of fashionable and smart coolers, mainly in the female market. In addition, Ribatt revealed that Crocs will also introduce improved classic cave shoes this year.

But the discerning fashion people still put a cold shoulder on Crocs. The market environment is far more complicated than it was five years ago, except for the strange shape of shoes. This time, Crocs's competitors are not only Shanzhai goods, but Dansko and Eneslow shoes brands have launched similar comfort shoes. Crocs wants to recreate the splendor of 2007, and obviously faces more intense competition.

After the red shoes were fired, Crocs company began to explore the expansion of goods, from Olympic shoes to high-heeled boots, and Crocs launched various styles of footwear. Cave shoes are no longer the focus of Crocs peddling. The strategy of former Crocs CEO John McCarvel is to view the hole shoe as a bait to attract consumers and put it on the inside of the shelf, so that consumers will have more access to other products of Crocs.

However, this plan seems to be hard to achieve. Since then, Crocs has been described as outdated and outdated.

In 2014, Andrew Rees, chairman of Crocs, presided over the restructuring, announced layoffs, closed stores, reduced the types of goods, and once again made shoes for future development. This also means that McCarvel's expansion strategy is abandoned by the company. In January of this year, Gregg Ribatt, as CEO of Crocs, proposed to rediscover the value of cave shoes. "This is a big business, but these years are ignored by us." In the Crocs flagship store in New York, colorful shoes of the cave become the leading role again. The slogan on the wall says "classics are never out of date".

At the same time, Crocs has also launched the market promotion of hole shoes worldwide. Marketing began first on the Internet. In May last year, the TV advertisement was launched with the theme of "finding your joy". Ribatt hopes to convey to consumers Crocs's playful, colorful and comfortable features. These ads are just the beginning of Crocs's huge marketing expenses. This Crocs ambition is no longer just creating a trend just like that year. Ribatt said, "we need to create a brand, a product that is closely related to the daily life of consumers, not just fashionable goods that come quickly and quickly."

Although the "hole shoe fever" has been gradually reduced in the United States, but in Europe, Japan and China and other overseas markets, it is still popular with consumers. Crocs sold 30 million pairs of hole shoes last year, accounting for 45% of the total revenue of the company's total revenue of $1 billion 200 million last year. Last year, thanks to the global expansion strategy, the sales of cave shoes exceeded the highest in 2007.

Crocs critics always dislike the strange appearance of cave shoes. But the secret of the success of the cave shoe is not the style, but the special resin material. In 2002, Scott Seamans, the founder of Crocs, saw business opportunities from lightweight waterproofing materials developed by a Canadian plastics manufacturer. He named this material Croslite. Compared with rubber, this material has no peculiar smell and is easy to process. It is a good substitute. At the same year's marine supplies fair, the founder of Crocs showed the world's first use of this new material for more than 1000 pairs in three days. In early 2006, Crocs listed on NASDAQ at a price of $21 per share, raising $208 million, creating the largest footwear IPO in the United States.

In 2007, Crocs became the star of the US mall, selling 847 million dollars a year, an increase of 137% over the previous year, and its share price soared over 70 dollars. Even then president George W. Bush occasionally wore a pair of cave shoes.

No one knows what happened. Slate magazine praised this as "epic innovation". The Washington Post has some ambiguous expressions that this shoe makes adults look "rejuvenated" and does not indicate whether they are "vigorous" or "childish". The Philadelphia inquirer has insensitily pointed out that the poor aesthetic of cave shoes is "appalling".

Even in the 2007 upsurge, Crocs The design of AI Meng has still been questioned and criticized. Amanda Sanders, a New York designer, sniffed at cave shoes. "I wouldn't recommend my adult friends to buy more children's shoes. This is not something that fashionable city people should wear. It may be acceptable in summer, but wear this. shoes It makes you look like a chef. "

However, Crocs really got a chef as a spokesperson. Celebrity chef and writer Mario Batali has been Crocs Fans. In 2007, he also launched a Bistro hole shoe with Crocs, and he wore it to show his face. The chef is said to have 200 pairs of all kinds of Crocs.

However, good days are always short-lived. In less than a year, cottage goods poured into the market, and Crocs's share price plummeted 63% in four months. In 2009, Crocs lost $184 million.

At the same time, the high-level personnel of Crocs also experienced a lantern like change. In 2008, John Duerden, the former executive of Reebok, was in danger, but was replaced by McCarvel a year later.

In 2011, the US economy gradually recovered from the crisis. McCarvel decided to upgrade the brand of Crocs and enrich the product line while the consumer confidence was getting warmer. At that time, Crocs introduced leopard bottomed ballet shoes and woolen roll boots. The stock price returned to US $28, and profits also increased.

But Crocs is beginning to face new problems. Some styles are not sold, and the backlog is serious. In 2014, Crocs admitted that it was too fast to expand the product line to make the company look like a headless fly.

This rapid development brings pains. Margaret Bogenrief of ACM, a consulting firm, explains that growth is addictive, and companies are always trying to sell something new in the next quarter. "Expansion has both advantages and disadvantages, and it is more obvious in the retail industry. After several years of opening up new businesses, there are always a lot of big problems to solve."

Now, Crocs hopes to re establish the status of the "imperial palace" of the cave shoes, so that enterprises can get out of the mire. Roseanne Morrison, director of fashion consultancy Doneger Group, points out that wearing comfort has always been one of the most basic requirements of consumers for footwear. In 2012, French fashion brand C line and Italy designer Giambattista Valli displayed the comfortable and hippy style Birkenstock slippers in the world on the T platform of Paris and Milan fashion week. Birkenstock quickly swept the globe and captured many consumers, including stars like Kara Natalie and Miranda Kerr.