How Did New Bai Lun Become Popular In The 3 Years From Cold To Hot?

New Balance

It is the most powerful brand in running shoes, and its most typical N logo is often copied.

But what I didn't expect is that 2011 of New Balance is still hot potato in China. Over the past 3 years, the annual sales volume of the US brand has increased to 3 digits, and the number of stores has increased from 301 in 2011 to more than 1600 in 2014.

In my eyes, the three secrets of New Balance's counterattack are:

1, do subtraction.

In 2011, New Balance will display many products such as running, fitness, tennis, training and so on. Too much information can not leave a clear impression of New Balance brand to consumers.

Finally, cut off the products of New Balance sold in 2/3.

Finally, the "3+1" product strategy based on jogging shoes was determined.

Series, retro leisure jogging series, Anglo American production series and children's shoes.

2, insight into users.

The sales and product teams of New Balance will recommend the dealer's next product mix and order volume for each store in the next 18 months based on market consultation, number of stores, number of shops in the future, and year-on-year growth in the forecast.

"The general mode is Push mode, which is based on performance.

Our way is not to buy more.

Inventory is the engine to push retail sales, but the wrong inventory is poison.

3, touch the draught.

In recent years,

The biggest draught in the field is running shoes. New Balance, which has been positioned in running shoes, is the biggest bonus winner.

But with the killing of Nike, Anta and so on, how to upgrade New Balance is also a great challenge.

But the reminder of New Balance's Chinese director is very interesting: "today is not the era of brand control over consumers.

What content consumers like is the most important thing.