Vans Turnover Is Still Thriving In The Wei Fu Group.

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In the market, the headlines reported by the industry basically focus on giants.

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And the competition between Under Armour, but now, the shoe brand Vans, which has nothing to do with the current global consumer preferences of basketball, running or training sports shoes, is attracting more and more attention from the industry. The sales revenue of Vans has exceeded 2 billion 200 million US dollars and about 14 billion yuan last year. Vans has won the competition by the trend culture under the double attack of Nike and CONVERSE.

Last year, Vans's global turnover grew by 7%, and its growth rate was 14% after the impact of the strong dollar exchange rate.

Taking into account the global economic slowdown, Vans's performance has also been quite noticeable. The US region's turnover has grown to two digits, while the Asian region's growth has exceeded 20%.

In 2015, Vans occupied 17% of the total revenue of its parent company, and became the most successful brand.

Vans is now an emotional young trend culture brand. Sam Poser, a senior footwear industry analyst, points out that the sales of sports shoes are hot now. But not everyone likes Nike basketball shoes, and different consumers love different styles. Vans is now a brand that can make consumers younger, cooler and more personalized. Poser

In an interview with US media, Karl Heinz Salzburger, head of global operations at Wei Fu Group, stressed: "we do not want to become a fashion brand. Fashion tastes are constantly changing, coming fast, and going fast."

In the past, Vans has tried to introduce basketball shoes, running shoes and even baseball shoes, but in any case, it is hard to get the favor of young people, as well as the powerful suppression from Nike and CONVERSE.

In 1984, Vans declared bankruptcy. In 2004, the Vans brand was bought by the North Face and the parent company of Timberland group at the price of 396 million US dollars. Now the brand has at least 710 stores in the world. Vans has achieved great success in the past few years. How did it do it?

First is sponsoring concerts. Vans has turned the music festival into an important marketing tool.

For example, Warped Tour has always been the driving force for Vans to increase sales volume.

During the 50th anniversary anniversary of the brand, Vans held at least 10 music festivals around the world, popularizing music, art, street culture and extreme sports on the platform of House of Vans.

Vans and Kevin Bailey, chairman of the Bailey Street Sports Association, talked about brand secret weapons, saying: "young consumers will find out who they are through these beautiful things and experiences in life, and music and art are something they like to share through Instagram. We provide them with a platform for them to relate to brands, such as Vans Music Festival or Warped Tour."

Sneaker designer Jon joined Warren2004 in the year of Vans, and Vans shoes became a symbol of the trend culture.

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Secondly, the company has always been aware of the characteristics of the Vans consumer group and what they want to get from the brand.

For example, in early June, Vans worked with Nintendo to launch a series of shoes, clothing and accessories for the celebration of early video games.

From canvas sneakers to plumbing hats, 8 digital art technologies are used to create printed patterns, highlighting the role of Nintendo's classic games, including the legend of super Marie, Duck Hunt, King Kong and Zelda. The inspiration also comes from Nintendo's first game interface.

Kevin Bailey mentioned consumers' early reaction to brand cooperation with Nintendo, saying: "consumers are very interested in products with strong Nintendo color."

Clyde Edwards, an expert on sports shoes, pointed out: "Vans has been focusing on cooperation, including cooperation with Summer Bummer, Disney and Nintendo.

Their crossover design and brand story development have had a good effect, and Pool Vibes, Late Night and other designs have brought a lot of market share to the brand. "

The third is to fully tap the precise audiences of social media.

50 years ago, the brand was created by Paul and Jim Van Doren two brothers. This brand of skateboard and extreme sports lifestyle is popular among young people and young people. Now fans in social media believe that brands have higher value. This helps Vans's slogan "Off the Wall (beyond imagination)" become a craze. A lot of teenagers will show their Vans shoes when playing skateboards or listening to concerts. At present, Vans Instagram accounts have 5 million 100 thousand fans.

At the beginning of May, according to the parent group, the "Damn Daniel" video had more than 346 thousand forwarding in social media, and the number of viewers on YouTube has exceeded 1 million 200 thousand. The pmission of video has made white Vans a new trendy "It shoe", a direct sales growth of 20% and a 30% increase in online sales.

Behind this is that the brand knows how to attract young people to love and pay attention to the trend, and popular culture directly promotes the growth of Vans sales.

In addition, Vans already knows how to balance the high-end and low-end market, and now the brand is set foot in the global high-end luxury retailing industry and began selling some of the brand shoe series in Nordstrom.

For example, Vans new Mono SK8-HI Reissue Zip high shoes are more popular than Converse canvas shoes, and are widely sought after by the tide makers and professionals around the age of 20. In the constant March of the trend, Vans has the ability to sell sports shoes at a higher price, Mono SK8 sells for $80, compared with the classic unlaced Vans shoes priced at $50, which will be full of imagination for the sustainable profitability of Vans.

Vans is also beginning to be alert to the impact of fast fashion. Kevin Bailey points out that as the pace of fast fashion continues to accelerate, Vans's initial setting up for the youth of the skateboard is also a matter of relevance.

In order to deal with competition, according to the different styles of Vans sports shoes, the lowest price of the product is not more than 45 US dollars, which can afford this family's important role in the consumption of young people.

An American fashion industry analyst pointed out: "the millennial generation wants simple and affordable fashion products, and their parents will not complain that they are spending 40 to 60 dollars on a pair of shoes. There are no problems with a few pairs a year."

However, according to the latest quarterly earnings report of Wei Fu Group, the growth trend of Vans is slowing down, and the global turnover has dropped by 1%, which has increased 2% after the impact of the strong dollar exchange rate.

Especially in Europe, where the economy is challenged, the company admits that the region has ordered too many traditional Vans shoes, and it must be cleaned up by discounts.

However, the overall turnover of Vans in the US region still showed a high single digit growth, and the sales volume of brand retail stores grew by 20% over the same period last year, while online sales also increased by 30%.

Especially in the Asian region, the performance has been strong and the turnover has maintained double-digit growth.

Kevin Bailey revealed that the skateboard movement is not a mainstream Asian performance: "after a thorough study of Asian consumer behavior, brands find that as young consumers become increasingly aware of western culture, music and art play an important role in their lives, and the more consumers are looking for something more personal."