"Yaohao Sell Shoes" Was Tucao, Classic Movement Tide Brand Converse Why Lose Momentum?

A pair of canvas shoes for sale, let sports tide brand Converse (CONVERSE) boarded micro-blog hot search.

In April 2nd, a CONVERSE distributor in Jining, Shandong, posted a poster called "selling early warning".

The information shows that three days later, the 1970s will be sold in the store.

"1970s" is CONVERSE's classic 1970s classic shoe, which is one of the best selling canvas shoes in the brand, and the black basic model is the best seller.

The poster information shows that all the customers who go to the shops must wear CONVERSE shoes and clothing and queue up at the scene to participate in the Yaohao.

The move raises questions on the Internet, which netizens believe is too expansive for CONVERSE to limit Yaohao, non powder and high prices.

Faced with consumer doubt, this classic veteran can't sit still.

That afternoon, the brand immediately issued a letter to the public to apologize to the outside world.

In fact, including Nike, Adidas and Lining, sneakers are limited to lots of shoes and require consumers to wear their own clothes to participate in activities. Such behavior is not uncommon. CONVERSE chose the first time to "admit mistakes".

The brand said that due to the failure to predict the popularity of CHUCK70 shoes, some consumers could not buy their favorite shoes at the first time, so they apologized to the public.

The official letter also wrote, "CONVERSE has never participated in and will not encourage any speculation, and the brand side has made serious communication with the relevant authorized dealers for the first time, canceling the queuing and drawing lots of non joint products, and strictly prohibiting all distribution."

Although the "Yaohao shoe sale" acts as a distributor's individual behavior, the industry believes that the incident still affects CONVERSE's brand image and reflects CONVERSE's problems with distributors' communication and management.

At present, CONVERSE claims to have launched a self inspection in the Chinese market.

However, the official letter issued by CONVERSE is still being chucking out of the outside world. The document not only did not seal the official seal, but also appeared the wrong expression of "to prevent such incidents from happening again", but CONVERSE has revised it to "prevent such incidents from happening again".

The brand said at the same time, "we have feedback with CONVERSE headquarters to increase the number of production to gradually meet the market supply demand.

We will also distribute the current limited number of shoes, which are both first come, first served and no malicious speculation.

In fact, this once popular sport tide card is now in the predicament of unstable growth and falling consumer loyalty.

In 2003, Nike bought CONVERSE for $305 million and merged its superior resources with its parent company.

After CONVERSE's basketball superiority and sports attribute were weakened, Nike pformed it into a leisure fashion brand.

Relying on the brand advantage of over 100 years and classic canvas shoes, CONVERSE has long been an upsurge among young people.

However, with the rise of the global sports trend, VANS, PUMA and other sports tide cards have taken a strong market share, and similar products on the market have increased dramatically.

Since 2016, CONVERSE, which is overly dependent on classic canvas shoes Chuck TaylorAll Star, has seen a decline in its performance.

Although Nike's sales in the 2018 fiscal year amounted to US $36 billion 400 million, CONVERSE brand was in a predicament. In the fourth quarter, sales fell 14% to 512 million US dollars year-on-year, and the annual sales fell 11% to 1 billion 890 million US dollars, once again below the US $2 billion mark, or even less than the performance of the 2015 fiscal year.

At the same time, CONVERSE's profitability has also weakened.

In fiscal year 2018, its pre tax profit fell from $477 million to $310 million, up 35% from a year ago.

In order to reverse the decline, around 2017, Nike has successively pported core executives from its parent company.

Among them, CONVERSE president and CEO replaced former Nike chief marketing officer David Grasso, Nike senior designer Xiao En Mike Mike as vice president of CONVERSE design and innovation, former Nike senior marketing director Julien Kahn served as CONVERSE chief marketing officer.

At the end of 2018, Nike group announced that former Coca-Cola executive Scott Ursel (Scott Uzzell) took over from retiring David Grasso (DavideGrasso) and became the new president and CEO of CONVERSE brand.

However, judging from the 2018 fiscal year, CONVERSE's performance is still unstable. Although the sales growth of 7% and 6% in the first two quarters, the 4% decline occurred again in the third quarter, and CONVERSE is still far from full recovery.

In 2018, the latest report released by the data analysis platform EngagementLabs showed that the attention of CONVERSE and Reebok among these "Z generation" consumers in 13 to 20 years of age dropped significantly. Among them, the number of people interested in CONVERSE was 18% lower than that of five years ago.

Judging from the market reaction of the Jining lottery, consumers generally believe that CONVERSE's move is "taking yourself seriously."

It can be seen that this sport tide brand, famous for canvas shoes, has obviously lost momentum in the consumer market.