Aiming At The Youth Market, CONVERSE Is An Old Gun In Marketing Circles.

With the approaching of the lunar new year, we can see that the topic of "monkey" can be said to be one of the focuses of the recent Internet. Whether it is all kinds of monkey products, Liuxiaolingtong and monkey king, and the monkey mascot, which are full of slot points, have recently aroused heated debate.

American leisure for young people who always focus on the market.

Shang Kuangwei (Converse), naturally, will not let go of such an opportunity.

In mid last month, CONVERSE officially released a series of new 2016 year old monkey products with Chinese cultural characteristics, including Chuck Taylor All Star and Core Slip, two shoe models, and two shoe models made of cowhide material and canvas fabric respectively.

The inspiration of the shoe design comes from journey to the West. CONVERSE presents the way of taking the road and the golden Club elements in the journey to the West in the way of unique printing and embossing. The neutral Chuck Taylor All Star adds "monkey" pattern and "monkey" character to the rear stay braces, and echoes the theme of the year of the monkey.

For young people who are concerned about fashion trends, CONVERSE's Chuck Taylor All Star must be a classic shoe item in their vision.

The classic reason is that if we want to trace the origin of this shoe, we will return to the 20s of last century.

In 1921, when the famous basketball player Chuck Taylor joined CONVERSE and served as a sales post, he achieved great success by his excellent eloquence and ability to work.

In recognition of Taylor's contribution to All Star sneakers, Converse decided to inscribe the "Chuck Taylor" in the Converse brand, and "Chuck Taylor" and Converse are always linked together.

In 1949, CONVERSE launched the classic iconic black Chuck Taylor All Star and quickly became one of the most popular shoes in basketball. In fact, before the Nike Adidas rose in the mid 80s, NBA players almost wore CONVERSE shoes.

The basic design of Chuck Taylor All Star has not changed yet, and it has also been popular among young people.

This is really a very interesting phenomenon: on the one hand, young people always love the fashion frontier, the latest and hottest things, and on the other hand, we will find that this is not necessarily necessary. Just like in CONVERSE, retro and pop seem to have achieved organic coexistence. Shoes are old but still very fashionable.

According to the quarterly earnings report released by Nike last year, Nike's overall growth rate exceeded Nike's brand, and the reason for this difference is CONVERSE.

Therefore, we may need to reexamine the CONVERSE which was once marginalized by Nike. This brand, famous for canvas shoes, has become Nike's secret weapon of making money.

In fact, CONVERSE has been developing very strongly in recent years, with revenue of $1 billion 324 million and $1 billion 449 million in fiscal 2012 and fiscal year 2013, with revenue of $1 billion 684 million in 2014 and 16.22% of its main brand, Nike's 9.35%.

Of course, if the brand business wants to achieve such an achievement, it can not do without its emphasis on marketing activities and the support of an excellent marketing team.

According to media analysis agency Kat tal media, in 2013, CONVERSE's publicity budget in the US market was $54 million. In 2014, CONVERSE spent $69 million on publicity in the US market, and last year, their promotional budget did not decrease. The support level of the fund showed CONVERSE's attention to marketing activities.

Last year in Paris, CONVERSE's flash shop chose to appear in the form of underground warehouses. Its unique display style conveyed the spirit of street culture in the United States.

Entering the shop, you will feel as if you are in an old underground warehouse. The mottled walls are painted with wild unruly graffiti, the original concrete floor, and all the space designs reveal the brand culture of CONVERSE's retro, popularity and environmental protection.

The huge nostalgic container is arranged as a showcase for All star canvas shoes. A great deal of antique furniture and iron display rack are perfectly compatible with the theme of restoring ancient times.

In marketing activities, CONVERSE will try to combine its product with the characteristics of its city.

For example, they invited artist Gu Yeli as curator in the activities of Made by you ShangHai Railway Station co sponsored by Anomaly, a creative agency last year.

In Gu Yeli's view, the tricycle is a very Shanghai element.

She placed three "quick and flexible" manpower three rounds in the sinking square of Datong Fang.

A graffiti, a flower, only one wrapped up.

Vamp and shoelace.

In addition, Gu Ye Li also invited 4 artists who are living in Shanghai to make a device exhibition.

Zhou Yuan, founder of glasses brand, made a spatial map around Changshu road.

Li Hongyan, the young fashion designer, set the theme of Magnolia.

This theme is very clever, because magnolia is a city flower in Shanghai, and the shape and smell of flowers can be very imaginative.

For young people, localization is also interesting.

As a leisure sports brand, CONVERSE's marketing activities are not so "Sports". Apart from the city creative activities just mentioned, CONVERSE is also very willing to explore the field of music production.

In order to create the leading image of canvas shoes, CONVERSE has held various music festivals and music competitions in many cities around the world in recent years.

As early as in July 2011, CONVERSE also set up a music recording studio called "Converse Rubber Tracks" in Broolyn, New York. So far, it has provided free recording music for more than 900 young bands or musicians.

In September 2014, CONVERSE's rubber production music activities also briefly came to China.

At that time, CONVERSE launched a short studio program in five cities such as Shanghai, Chengdu, Kunming, Xi'an and Beijing to help local young musicians achieve their music dreams.

Taking Shanghai as an example, 7 bands received a one day recording opportunity and were personally guided by the award-winning music producer Hector Castillo of New York.

These activities involving the music industry undoubtedly make CONVERSE brand realize closer interaction with young people in communication and communication, and make their brand culture further recognized and affirmed by young people.

In the view of reporters, compared with product innovation and design innovation, CONVERSE's success comes from its shaping of brand culture, promotion of brand value and the formation of intimate interaction with consumers under its rich marketing means. This century old shop is surely worthy of the word "success", and we can wait and see whether they will continue to be brilliant in the future.