CONVERSE Has Also Been Brilliant. Why Was It Bought By Nike?

Water is not constant, business can not always be right, and the enterprises that can not keep up with the times are finally failing. CONVERSE is one of them, but fortunately it was bought by Nike.

Analysis

From industry giants to Nike's takeover.

CONVERSE was the first brand to rule NBA. Although Adidas became the world's first sports brand after 50s, CONVERSE was a well deserved overlord in the NBA arena of the United States. From many photos and videos of the year, almost all NBA players were wearing CONVERSE shoes.

Consumers can feel from the product that this brand has the flavor of classic and fashion.

CONVERSE brand is gradually through its classic and fashion flavor, as a self actualization, consumption on its own stage of continuous implementation. In recent years, the concept of "BE A STAR" has been launched. It means that everyone wants to show themselves on their own stage and realize themselves, which is CONVERSE's culture in the past hundred years.

The brand of CONVERSE has a history of 100 years in the United States. In the eyes of the Americans, it is like a McDonald's Coca-Cola, and it is a brand that never fails for a century.

As Luo Mande said, "ALL Star" canvas shoes, like jeans, are an indispensable part of every American life.

Rather than CONVERSE's decision making mistakes, Nike has seized the era.

Nike started selling shoes in 60s, catching up with the jogging heat in the United States. Although it can not be said that the occupancy rate has been grasped, it is also through this craze that we have saved enough capital. Nike then ushered in a real outbreak in 80s.

The success of Nike lies in the opportunities that he has seized in the times. Neither CONVERSE ADI nor Reebok has ever done this.

Smaller aspects, such as he grabbed Jordan, is the first impetus for the growth of hooks.

A bigger aspect, for example, he grabbed NBA, though the hook is not limited to basketball, but he should thank NBA, who has turned the whole world into a dumping ground for his products through the invasion of sports culture.

In a bigger way, for example, he caught the birth boom in the United States and captured the new growth consumer group through his own success.

In a bigger way, for example, he grasped globalization.

Starting with Nike's first pair of shoes, he never had his own factory. When other companies used their funds to buy factories, he began to look at the other side of the ocean.

Completely stripped of the brand's genes.

In fact, the most important aspect is the fundamental reason why Nike and other companies can be distinguished. They play the "brand" concept to the extreme. From the very beginning, Nike claims to be a "sports company" rather than a "shoe company".

When his main competitor, ADI (and CONVERSE), was still expanding and buying factories on a large scale, Nike put aside these low profit and high investment parts. In addition, through a series of creative marketing methods, sports stars and brands were completely tied together, making the brand an aesthetic value or even a belief, not just a code name for the sale of sneakers, but also completely liberated NBA from the backward propaganda mode of "let Chamberlain grow high nutritious cereal".

When other companies react and start copying Nike's marketing methods, Nike is already leading them.

The decisions made by other enterprises are wrong choices after they misjudged the times.

CONVERSE is more foolish than other companies. When all enterprises see the situation, CONVERSE is still sticking to Made In America, which is doomed to his perdition.

To be fair, CONVERSE is only following the old-fashioned way.

The factory mode has opened up its own market, they have had some failed takeovers and failed endorsements, but at the same time, they have reached the pinnacle of sales in the new century. If they have anything wrong, they can only say that Nike knows too much about what is inherent in this era. CONVERSE has not caught him. As for the innovation of shoes, it is only a dominant manifestation of these deep reasons.

After becoming the boss of CONVERSE, Nike did not replace CONVERSE's products with Nike's own famous hooks, because CONVERSE's basketball shoes have their own brand names: "All Star" logo is a five pointed star, Nike knows that this brand has won popular support, and its worshipers can not be changed, so it still keeps 3 famous brands, and even keeps the original management of the company intact. This reflects an expansion strategy of the company: finding out the existing famous brands and good managers, and then buying it as a part of the company, which is much cheaper than creating a brand itself.