Vans Parse For You: How Can The Canvas Shoes Go From Bankruptcy To Tens Of Billions Of Dollars A Year?

With the help of young people's "tide culture" business customers, reshaping the brand and resurrecting, a sample of "Resurrection" has been set up for Chinese shoe manufacturers who only know the scale expansion and lack of brand "temperature".

In the fiercely competitive professional sports shoes market, the "headlines" that the industry has burst out are always the battle between the famous footwear giants such as Adidas (hereinafter referred to as "ADI"), Nike and Under Armour.

Today, however, Vans, a casual shoe brand that has nothing to do with the global consumer's passion for basketball, running and fitness, has grabbed the lead in the world by virtue of its excellent performance and precise targeting of the target group. As the most powerful sub brand of the US group, one of the largest apparel companies in the world, Vans has occupied 17% of the total revenue of the parent company in 2015; in 2016, the global market performance increased by 6% compared to the same period last year, with a revenue of 2 billion 300 million US dollars (equivalent to RMB 15 billion 200 million yuan), and the Asia Pacific region represented by China increased by 20%.

There is no lack of "black technology" elements that Nike and Nike have upgraded every year, nor do they have Under Vans's new brands that keep coming out, with a single style Vans.

Why kill "encirclement"?

On 1966, Anaheim, California, a small family factory founded by Paul Van Doren and James Van Doren two brothers, the Van Doren Rubber Company (Vans predecessor) opened the door.

The original purpose of the two brothers was very simple. They sold the strong and wearable vulcanized rubber sole shoes to the audience. After improvement, the shoe became the favorite of surfers with a strong grip.

Today, Vans has conquered more and more young people with their own unique charm, but in their hearts,

Vans, 50, is not only a pair of shoes and clothes, but a different attitude towards life.

Because each of their shoes is a unique personality, to publicize the vitality of youth, to stimulate the enthusiasm of many people's hearts, has become the "love" that many people contend for.

The birth of Vans SK8-Hi is due to the civilization of the skateboard, and SK8-Hi is finally set up for the joyful enthusiasts of the skateboard. After all, she was attracted by the Harajuku brand and joined in rare collaboration to bring SK8-Hi into the fashion world.

Whether you know skateboards in life or not, you will know VANS, because skateboarding culture and VANS's brand story are complementary.

The road of brand expansion is also thorny and bumpy for the existence. The failure of decision making has led to the failure of the first expansion. VANS learned the lesson of blind expansion and adopted a two-way strategy to take the lead in the field of street sports.

Many stars and extreme sports players' "only" choice is VANS.

The charm of VANS lies not only in the style of its products, but also in its spirit.

For more information, please pay attention to the world clothing shoe and hat net information report.