How Does VANS Maintain Its Vitality For 50 Years?

Sina micro-blog is the first digital marketing channel in Vans China.

Micro-blog has become a platform for brands to pmit information, while WeChat focuses on interaction with consumers to better achieve precision marketing.

Vans China in

The channel has been explored for 4 years, and from zero occupancy to the present, Tmall's sales have accounted for a very high proportion in Vans China's business.

"Off the Wall", the slogan with a slightly adventurous spirit, was born in the extreme sports brand Vans and followed the brand for 50 years.

In March 16, 2016, Vans celebrated its fiftieth birthday.

In order to Celebrate 50th anniversary, Vans has released 50th anniversary professional classic commemorative series, and the most representative shoe in Vans history will return to people's sight again.

At the same time, since this day, Vans takes House of Vans as a global creative self expression platform, and the history and classics of Vans brand are presented in 10 cities all over the world.

Vans focused on creativity, benefiting from the highly fashionable world trend and absorbing the paradigm of street culture.

This means that all creative people become consumers who are connected to Vans.

In the trend culture advocated by Vans brand, it is divided into four key words, including "art, music, skateboard and street culture". Different keywords contrast different marketing methods to stimulate consumers' preferences at different levels.

Of course, young culture requires constant iteration of marketing and communication channels.

According to the interface, social media Instagram released statistics on the number of shoes brand in 2015. Nike and Jordan Brand did not rival Adidas Originals. Interestingly, Nike also lost to Vans.

As we all know, Vans has never been.

Spokesmen rely on continuous collaboration with designers or artists, as well as cooperation among different brands, to maintain close contact with young people.

This makes Vans more sensitive and flexible in the face of consumer demand.

Cao Wei, general manager of Vans China, introduced "costumes". In 2012, Vans's marketing decision in China gradually shifted from traditional channels of publicity to digital marketing.

At that time, Vans had realized the change of consumers' information access channels and purchase behavior, and saw the opportunities and trends of digital marketing.

The inclination of marketing to digital field also brings convenience to Vans to communicate directly with consumers.

Sina micro-blog is the first digital marketing channel for Vans in China. "At that time, someone came to take care of it, and spent 24 hours online interacting with fans."

Cao Wei stressed that today, micro-blog, WeChat and other Vans has become an important channel for China's dissemination, and share different roles.

Micro-blog has become a platform for brands to pmit information, while WeChat focuses on interaction with consumers to better achieve precision marketing.

Vans has entered China in 2008, and its products are priced widely.

At present, there are more than 400 sales outlets, including retail, wholesale and multi brand, which are mainly distributed from the first tier to the three tier cities.

Vans has a good layout in the first and second tier cities, but there is still room for growth.

Compared to CONVERSE, new brun, Adidas classic series and other brands that are longer in China, Vans is still growing.

The influence of the electricity supplier in China has made international brands unable to avoid. Of course, Vans, which is closely following the trend of consumer choice, has become one of the brands in the international tide brand which entered the Tmall platform earlier.

Vans China has explored the e-commerce channel for 4 years. From the zero share rate to the present, Tmall's sales have already accounted for a very high proportion in the business of Vans China.

So, how to make products and brands glow young? Journalists and Vans general manager Cao Wei have a direct dialogue:

Q: Reporter

A:Vans Cao Wei, general manager of China

Q: now fans are very hot. The brand also hopes to expand the influence of the brand through the fans economy.

Vans what kind of choices and ways can China maintain its youthful vitality?

A: first, we choose to cooperate with designers or artists in brand culture.

Our brand has always had four important pillars, namely, skateboard, music, art and street culture.

In addition, the ability to express ourselves creatively is also an important criterion for us to select partners.

Instead of endorsement, we will give them more space to grow and grow.

Q: how to understand

Relatively small and deep concepts? Some cultures are not particularly popular in China.

How to adapt to China? Is there any change in brand culture?

A: with the maturity of young people, the broadening of international vision and the acquisition of fresh information, the trend culture is no longer so small.

I wonder if you have participated in Midi Music Festival.

I have been there several times, and the scene is very shocking.

Tens of thousands of people came here, camping on the pitch, and constantly interacting with music festivals.

It can be seen that today's consumers are growing very fast.

Vans plays a very important role in this process, which is to help them grow and give them a stage to show.

For example, we have many activities aimed at consumers. They are influenced by the culture of Vans and agree with the spirit of the brand. Therefore, some designs have made us very surprised. Vans has been committed to creating such a platform to encourage creative expression.

Q: how to use KOL to do brand interaction?

A: inside we have a word called opinion leader. These people should be the people who represent the spirit of Vans in his field.

We have some very early partners, like some designers, who were obscure at the beginning and grew up step by step under the support of Vans.

Our cooperation with these people is not a quick success. We are like a big family. Vans opens these platforms to let more talented people and people who conform to this brand spirit join in. We will help him grow together.

This should be a very big difference between us and other brands in the market.

The relationship between these people and us is also very strong.