How far can CONVERSE go in China?

In 1992, CONVERSE came to China; in 2002, the leader of canvas shoes sales. For ten years, the level of detours, CONVERSE seems to be a flat Sichuan galloping forward. In 2003, NIKE purchased CONVERSE headquarters in the United States. How far can China CONVERSE go?

First, the core value of the brand

The core (value) of a brand is the essence of the brand. It represents the most center of a brand and does not shift due to changes in time. For example, Haier’s core value is “sincerity” and the directly expressed brand slogan is “sincere and forever”. Similarly, its product R&D, star service, promotion, etc. are all interpretations and extensions of this concept. .

What is the core value of the CONVERSE brand? Perhaps this issue should be left to the United States to do global positioning (NIKE is here, but it has not yet been operated). At the very least, CONVERSE currently lacks a brand slogan that expresses the core values ​​of the brand and does not change the day of the month or month. There have been CONVERSE colleagues believe that canvas shoes belong to the popular category, once it is not popular after three years how to do? CONVERSE it does not fall? In fact, this kind of thinking is precisely the lack of confidence in the brand CONVERSE, and the lack of confidence in the CONVERSE brand is based on the understanding of the brand's core value of CONVERSE. The President of Coca-Cola said that even if he burns all Coca-Cola's factories overnight, as long as the brand is still there, he will soon be able to reproduce the glory.