The Decline Of The Originals Of Sports Shoes Why CONVERSE Was Bought By Nike

　　 Nike has brought the brand to the extreme.

Rather than CONVERSE's decision making mistakes, Nike is catching up with the times.

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 or Reebok are old shoe dealers.

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. Since Nike started selling his first pair of shoes, he never had his own factory. When other companies used his own money to buy the factory, he had begun to look on the other side of the ocean and completely stripped his shoes from the brand's genes.

In fact, the most important aspect is the fundamental reason why Nike and other companies are able to distinguish, that is, they play the "brand" concept to the extreme. From the very beginning, Nike claimed to be a "sports company" rather than a "sports shoe company". When its main competitor, ADI (and CONVERSE), was still expanding and buying factories on a large scale, Nike had thrown aside these low profit and high investment parts. In addition, through a series of creative marketing methods, the 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 stupid than other companies. When all enterprises see the situation, CONVERSE is still sticking to Made In America, which is doomed to his redemption.

To be fair, CONVERSE is just developing its own market according to the model of the old style shoes factory. 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 (stock market bar trading point). If they say anything wrong, they can only say that Nike knows too much about the connotation of this era, and CONVERSE has not caught him. As for the innovation of sports shoes and so on, these are the dominant manifestations of these underlying causes.

There are still many things to say about the success of hooks.

When times put opportunities to everyone, some people found and caught them, so they succeeded, while others became passers-by and Luther.

In addition, Tucao: now, sports shoes are not only sports shoes, but before anyone can put rocket propellers on their shoes, the impetus for their progress is really limited. Now the so-called technology may only lie in how to make the shoes look like a pair of shoes, so as to minimize the cost of making shoes and attract consumers' attention.

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　　 How did CONVERSE step by step by the younger brother Nike general?

CONVERSE was the first to rule the NBA brand. 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. You can see from many photos and videos of the year that almost all NBA players played in CONVERSE shoes in the early years.

The reason why CONVERSE can lead NBA before 70s is another important reason for me. Basketball is still far from being such a powerful influence today. So Adidas, the industry leader, did not pay much attention to this market. These factors have created a relatively comfortable environment for the development of CONVERSE.

A comfortable environment means a lack of effective competition, and the lack of competition has led to slow progress in CONVERSE's products. In the decades before Nike entered the NBA arena, CONVERSE basketball shoes are developing and improving, but there is little qualitative leap. In 1982, Nike launched AirForce1 basketball shoes equipped with air cushion technology. At that time, CONVERSE's products had almost no technological content compared with AirForce1.

Although Nike has launched epoch-making products in 80s, CONVERSE did not immediately realize the crisis. Because in the whole of 80s, CONVERSE had the most powerful "bird" in the league, Bird and "magician" Johnson as spokesperson, but at that time, Joe gang was just beginning to get out of the world. He had taken the first three consecutive championships and walked on the altar for several years. So even though Nike has AirForce and later AirJordan series of products, but with the unparalleled market appeal of Bird and Johnson, CONVERSE's products are still popular for a long time in 80s. It is for this reason that CONVERSE's products are still developing slowly in 90s, and technology development is also unhurried.

CONVERSE launched the React oil pad technology, which is comparable to the Nike air cushion, which is already in the early 90s. You can imagine that this technology is much the same as Nike's air cushion, instead of changing the gas into liquid and changing the soup. React has made CONVERSE's product upgrade a notch, but this technology is not perfect. "Oil pad" is easy to break. Although the early Nike air cushion has similar problems, Nike finally found a solution. CONVERSE has been unable to solve this problem very well, which has become the death point of CONVERSE. In the late 90s, CONVERSE launched the helium air cushion technology, which is still the design idea of the Nike air cushion, but the effect is still not good.

Throughout 90s, CONVERSE, which was originally in the lead of NBA, has been playing Nike with its strategy of follow - up, and the idea of R & D has been completely restricted by Nike. As a result, it has gone farther and farther on the wrong road.

On the other hand, when the time came into 90s, Johnson retired because of AIDS, and Byrd also entered the late career stage, and the scenery was no longer. But in 90s, CONVERSE's new endorser was full of problems. Rodman, Sprey Weil and so on were all well-known figures on the court, and negative news constantly. These factors have completely destroyed the brand.

In 2001, CONVERSE declared bankruptcy and was bought by Nike in 2003. After being acquired, Nike transformed CONVERSE into a leisure fashion brand on the one hand, greatly reducing its sports attributes. On the other hand, keep CONVERSE's basketball series as its low-end product. Nike will choose some potential players to sign in the name of CONVERSE brand. When the players are promising in the future, they will be promoted to Nike or Jordan brand. In 2003, the two of the three big fans of today's heat, Wade and Bosh were wearing CONVERSE's basketball shoes when they first entered the league. Later, Bosh endorsed the Nike and Wade endorsed the Jordan series.

There are still many factors for the decline of CONVERSE. This is only a product and marketing perspective.