CONVERSE Focuses On Customer Experience And Takes Advantage Of The Market.

CONVERSE's "people" as the core marketing, sales volume rose 24% in the three quarter.

In the past 4 years, CONVERSE has been developing strongly. Its revenues in the 2012 fiscal year and the 2013 fiscal year were $1 billion 324 million and $1 billion 449 million respectively. In 2014, the revenue reached 1 billion 684 million US dollars, a 16.22% increase in the same period last year.

Greater than his master

The growth rate of Nike 9.35%.

What is the sales situation this year?

According to the Q3 quarterly earnings report released by Nike group, by the year February 28th, CONVERSE's revenue in the third quarter reached US $538 million, an increase of 24% over the second quarter.

Publicity map of Made By You series activities

Revenue growth is partly due to huge marketing costs.

According to media reports, CONVERSE's 2015 year publicity budget is unchanged from the previous two years, and the "Made by You" is the top priority of the 2015 annual publicity campaign, which will go to the vast majority of publicity budget in the first quarter.

According to media analysis agency Kat tal media, in 2013, the publicity budget of CONVERSE in the US market was $54 million, while in January 2014 and November, CONVERSE spent 69 million yuan on publicity expenses in the US market.

Recently, a huge display board has been erected in the fountain area of Sanlitun, Beijing. This is the space of CONVERSE's latest marketing activity "Made by you". CONVERSE has launched a 98 year opportunity through the Chuck Taylor All Star series to show CONVERSE's photos of 200 canvas shoes collected from the world.

There are both celebrities and fans from the fans. Celebrities include Japanese model Yoshida sand, fashion magazine editor Jefferson Hack and so on.

When consumers are happy to take pictures in front of the display board in CONVERSE, they really wear only a pair of cloth covers at that time.

They will associate with the idol Patti Smith for many years, will associate the talent of Andy Warhol, and even think of their skateboard dreams that have not yet been opened.

This is the success of CONVERSE as the core marketing.

In 1940s, CONVERSE was brought to the NBA by Chamberlain and Bill Russell. At that time, CONVERSE was also involved in the military supplies industry. Until the middle of 80s, NBA players almost wore.

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But with the rise of brands such as Nike later, CONVERSE began to turn to light fashion area, pay more attention to the market segments, and focus on the development of street fashion/ sports casual series.

In 2003, Nike completed the acquisition of CONVERSE with us $305 million, which, to a certain extent, complements Nike's lack of sports casual.

At present, the United States, China and the United Kingdom are the top three markets of CONVERSE. In China, they will carry out more marketing activities.