Speaking Of Fried Shoes, AJ Is All Brother PUMA Is The Marketing Major. Why Does It Go Beyond ADI Nike?

PUMA, which has a long history, was founded in 1948 in Germany. Puma's "pumas" in China is consistent with their logo. The design provides professional sports equipment, which involves running, football, golf and even racing.

In 1948, the younger brother Adolf Dassler of Dassler brothers renamed the company "Adidas". Because of the contradiction between the two brothers, the elder brother Rudolf Dassler joined the division and set up another famous sports brand, PUMA.

But what is a PUMA taking to this stage? His cleverness is not just those of high quality, but also the following points.

Reasons for brand creation and success:

PUMA, a 71 year old man who has never lost his brother's Adidas, still has strong influence and appeal in the world. Because of its continuous innovation and young people's fashion taste as the starting point, it has become one of the most popular young people's favorite brands.

As companies are known by many people, PUMA evolved from the beginning of production shoes and sportswear. Later, more PUMA signs were printed on gloves, socks and other sports equipment and accessories, so that more people used products from PUMA in different fields.

But many and messy make the brand's senior sense missing a little bit. In order to reshape the atmosphere of its own style, PUMA began to pay attention to design, and actively set up contact with designers. From the beginning, only 7 designers have grown to more than 100 designers, and the multiplied creativity has indeed made PUMA taste the sweetness, so the price has been pushed up. It must be said that smart people have their own intelligence.

In addition to the design level, the production of goods must have sales volume, so PUMA once again cleverness chose the limited sale strategy, making the price soaring, so PUMA was the originator of the fried shoes, and instantly felt that Nike Adidas were all brothers. [word] ADI is really younger brother.

The birth of the first pair of shoes was patented:

So in general, the origin of PUMA is a pair of soccer shoes inspired by toilets. At that time, Rudolf saw small wooden nails, instantly inspired the design of football shoes and patented, that is, the two brothers have not yet been contradictory. In 1935, they made shoes factories and began to produce soccer shoes in batches. But because of the increasingly intense contradictions between the two people, of course, only now can we have the Adidas and Puma.

With the development of puma, it has not only signed cooperation with Arsenal, but also signed the spokesmen in various countries and regions. According to statistics, there are 7 spokesmen in China.

Yang Yang is the spokesman of Asia, and Liu Wen is the global spokesperson of puma.

In addition, there are many foreign spokesmen. For example, South Korea's bulletproof Youth League, ya ya.

The United States develops omnipotent singer Rihanna and so on.

It can be seen that the brand development situation is bright. In addition, PUMA has two brands of Cobra Golf and Tretorn. Making golf equipment and fashionable shoes and clothing separately is also a brand loved by many friends.

Bankruptcy crises exist in Enterprises:

Such a bright brand has also experienced bankruptcy crisis.

In 1993, at that time, PUMA was far less famous than Nike, so many department stores put him on a cheap container. The positioning of the outside world made PUMA go to the brink of bankruptcy.

The following year was also given by the youngest president of the enterprise. The hunger marketing strategy we mentioned before made PUMA jump into the world's "explosive brand". In just a few years, its turnover increased by nearly two times, and sales volume also increased significantly. It was also rated as the best marketing brand in 2002. It is believed that this marketing method has brought great inspiration to the present sports shoes market.

But apparently, CONVERSE did not learn successfully for some time.

Another factor of success -- consumer positioning

At that time, almost all enterprises used the traditional demographic method when subdividing consumers, according to their age, education, income and other standards. Tony Botn, director of PUMA global brand management, said: "a 19 year old Japanese middle school student's attitude towards life and brand preference may be similar to that of a 30 year old New York black. Thinking attitude and lifestyle are the most important factors affecting PUMA consumers. Creating a unique brand attitude belonging to Puma is also the core of our brand marketing. We define sports as a positive way of life, and hope that even if Puma consumers become 70 year old granny, this is still a lifestyle and a loyal customer of the brand.

The core of PUMA market segmentation is to firmly grasp the "first try", firmly grasp the psychology of the first attempt, then spread the brand through them, and the influence and persuasion must be better than the brand itself.

Therefore, PUMA skillfully used people's psychology to fight a beautiful battle for themselves, and the bankruptcy crisis was easily solved. It turned into one of the big brands of the current sports brand. The marked muffin thick bottom, streamlined logo, rubber outsole and so on are all classic elements of PUMA, and are also loved by young people nowadays.