CONVERSE Takes "People" As Its Core To Do Marketing.

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. It is larger than the growth rate of its main brand 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.

　　 revenue The 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", which is borrowed by CONVERSE. Chuck Taylor All Star A series of 98 year old opportunities are presented. CONVERSE The photos of 200 canvas shoes collected from the world include celebrities and fans, including Japanese models, 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, are they really wearing only a pair of canvas shoes with cloth covers at the moment? They will associate with the idol Patti Smith for many years, will associate with the talent of Andy Warhol, and even associate their dream of skateboard which has not been opened yet. 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 US military supplies industry. Until the middle of 80s, NBA players almost wore CONVERSE shoes. 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.