Why did converse decline from the industry giant to being bought by Nike?

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I black people, water impermanence, business can not always be right, unable to keep up with the times of the enterprise eventually decline, Converse is one of them. But fortunately, it was bought by Nike. The two users of "know" analyze the reasons for converse from the industry giant to being bought by Nike. Converse has also been brilliant.

Barbarosha: Nike has played the brand to the extreme

It was not so much that Converse made a decision that Nike caught up with the times.

Nike began selling shoes in the 60 's, catching up with the American slow-running heat, although it can't be said to have grasped the share, but it was a boom in the past, and after that, Nike ushered in a real eruption in the 80.

Nike's success lies in the opportunities given by the times he seized, whether it was converse, Adi or Reebok, and the veteran shoe dealers did not.

Smaller aspects, such as he caught Jordan, which is the hook to usher in a blowout is the first impetus for growth.

Bigger aspect, such as he grabbed the NBA, although now the hook's influence is not limited to basketball, but he should thank the NBA, through the invasion of sports culture, he turned the whole world into a dumping ground for his products.

The bigger side, for example, is that he captures America's fertility boom and succeeds in capturing the new growth of this segment of the consumer population.

The bigger aspect, for example, is that he captures globalisation. Since Nike started selling his first pair of sneakers, he has never had his own factory, and when other companies are using their money to buy a plant, he has already started to look on the other side of the ocean and peel the shoes off the brand's genes.

In fact, the most important aspect of Nike and other companies to distinguish between the root cause, is that they have the concept of "brand" to play to the extreme. From the start, Nike claimed to be a "sports company" rather than a "sneakers company." While his main rival, Adi (and Converse), is still expanding and acquiring factories, Nike has thrown away some of these low-margin and highly funded parts, and through a series of creative marketing methods, A complete bundle of sports stars and brands has made the brand an aesthetic value or even a belief, not just a shoe-sales code, but also the NBA from the "Let Chamberlain's long nutrition cereal," the backward way of propaganda completely liberated.

By the time other companies reacted and began to emulate Nike's marketing style, Nike had indosasa them.

And the decisions made by other companies are the wrong choice for them to make the wrong judgments about the times.

Converse is even more stupid than other companies, when all companies see the situation, converse is still sticking to Made in America, which has doomed him to perdition.

To be fair, Converse just follows the old shoe factory's pattern and develops its own market, they have had some failed acquisitions and failed endorsements, but at the same time they have reached the peak of sales in the new century, and if they have anything wrong, they can only say that Nike is too aware of what this era is about, Converse didn't catch him. As for the innovation of sneakers and so on, only these underlying causes of the dominant way of expression.

There is much more to be said about the success of the hook, and it's not going to go on.

When the Times put the opportunity in front of everyone, some people find and catch, so they succeed, and others become passers-by and Luther.

Another spit: Now the sneakers are not only selling sneakers, but before someone can put the rockets into the sneakers, the progress of the sneakers is really very limited to the sales force. Now the so-called technology, may only be how to make the sneakers look like a pair of shoes as far as possible to reduce the cost of making shoes, and attract consumers eye.

Yang Shaixian: How converse is a step by little brother Nike General

I'll talk about it from the micro level.

Converse is the first brand to dominate the NBA, although in the 50 's, Adidas became the world's first sports brand, but in the U.S. NBA Arena, Converse is a well-deserved overlord. As you can see from many of the photos and videos of the year, almost all NBA players in the early years were playing in Converse shoes.

Converse was able to dominate the NBA in the 70 's, and I think there is another important reason is that the basketball is far from today's powerful influence, so the industry boss Adidas did not pay attention to this market. These factors create a relatively comfortable environment for Converse development.

The ease of the environment means a lack of strong competition, and lack of competition leads to slow progress in Converse products. In the past decades of Nike's entry into the NBA, Converse Basketball shoes have been developing and improving, but there is hardly any qualitative leap. Nike launched the air Force1 basketball shoes with air cushion technology in 1982, when Converse's products were almost devoid of technological content compared with air Force 1.

Although Nike has launched a landmark product in the 80 's, converse is not immediately aware of the crisis. Because throughout the 80 's, Marina has the league's most fork "bird" Byrd and "magician" Johnson as the spokesperson, and then the Chowa Lord is only a fledgling, from his first consecutive, go to the altar still have several years of time, its strong market appeal has not yet appeared. So even though Nike has the Force of the air and the later Air Jordan series, the converse product is still popular for a long time in the 80 's, with the unparalleled market appeal of Byrd and Johnson. Because of this reason, converse products in the 90 's still slow development, technology development is also leisurely.

Converse actually launches the react "oil cushion" technology that can compare with the Nike cushion of air is already in the early 90 's thing. Listen to the name you can think of this technology and Nike's air cushion is the same, but to replace the gas into a liquid, the new. React made Converse's product a notch, but this technology is not perfect, "oil pad" is very easy to break, although the early Nike air cushion similar problems, but Nike finally found a solution, Converse has been unable to solve the problem very well, which has become the death of Converse. In the late 90, Converse also launched the "Helium Air cushion" technology, is still the continuation of the Nike air cushion design ideas, but the effect is still bad.

Throughout the 90 's, the NBA's leading converse had been playing with Nike, and the idea of research was completely limited by Nike, resulting in a disproportionate amount of product research and development in the wrong way.

On the other hand, the time into the 90 's, Johnson because of AIDS announced the retirement, Byrd also entered a career late, scenery no longer, and the 90 's new signing of the spokesperson problem, Rodman, Sprewell and so on, are famous on the court, negative news constantly. These factors have completely ruined the brand.

2001, Converse announced bankruptcy, 2003, was bought by Nike. After being acquired, Nike turned Converse into a casual fashion brand, greatly weakening its sporting properties. On the other hand, keep Converse's basketball series as their low-end products. Nike will choose some potential players to sign in the name of the Converse brand, and after that day the players will be promoted to Nike or Jordan brand. In 2003, two of the Heat's big Three, Wade and Bosh were all wearing converse basketball shoes when they first entered the league, and later Chris Bosh endorsed Nike and Wade endorsed the Jordan series.

There are still a lot of reasons to decline in Converse, only from the perspective of product and marketing.