Before reading this article, please click "Follow", which is convenient for you to discuss and share, but also brings you a different sense of participation, thank you for your support.
First of all, Salomon shoes have undergone a long process of transformation from the earliest "ugly" to the current "real fragrance".
As a professional outdoor sports sneaker, Salomon pays attention to the function and performance of the product from the beginning.
Completely without thinking about fashion and beauty. Until 2018, Salomon launched the Advanced fashion branch collection,
Combine professional outdoor sneakers with fashionable colors, and gradually get rid of a single outdoor image,
It has won the love of young consumers and has become a new favorite in the fashion circle. In 2019, Salomon was acquired by Anta,
ANTA's powerful marketing methods and resource investment made Salomon popular overnight.
It has become the object of fashion bloggers and trendy-dwellers. Joint, snappy, premium and other means,
It creates a "if you want it, it's rare" atmosphere.
Coupled with Rihanna's performance at the Super Bowl wearing a Margiela and Salomon co-branded model, Salomon was immediately pushed to the peak of fashion,
The search volume has soared, and the major platforms must have trendy items. secondly
The reason why Salomon can hit the market in a short period of time is that in addition to the ingenious marketing methods of merchants, there are also the advantages of its products themselves.
As a professional outdoor brand, Salomon has extremely high technical strength and product performance. It's ugly, but it's ugly.
It's ugly and craftsmanship. This makes it easier for people who follow it than simply buying a trendy gadget.
More people genuinely appreciate its professionalism and quality. So
Now there are three main categories of people who wear Salomon: one is people who really love outdoor sports, and the other is hipster people who pursue quality and function,
The third is simply fooled by marketing means and feels that this is a fashion symbol. At last
Salomon's success also shows us that the fashion world is unpredictable and consumer psychology is elusive.
Ugly shoes, once disliked, can now easily open consumers' wallets and become the object of their pursuit.
The story of fashion and brand is often the most difficult to predict, but also the most fascinating. Salomon's ugly to fiery path of transformation,
It's like a fascinating drama that amazes the audience. The first paragraph, introducing the theme center Salomon shoes,
Three types of Salomon consumers, beauty faction, advanced players and ultimate players, were proposed, and their consumption motivations were analyzed.
The second paragraph, starting from Salomon's brand origin and product positioning, was originally a professional outdoor sports brand,
With 76 years of industry experience, focusing on verticals such as skiing and cross-country. However, with the brand transformation,
The current Salomon seems to have become incompetent for real outdoor sports, and the quality has been questioned.
Some users even complained that "on the first day of wearing, the second hour indoors actually peeled off". According to the analysis,
This is mainly because after Salomon moved his production base to Southeast Asia, the upper became thin and undurable,
Anti-slip rubber is also not worthy of the name and can no longer meet the requirements of consumers. The third paragraph, mentioning that Anta accurately positions the new middle class,
Surpass competitors by means such as mergers and acquisitions to create an outdoor product matrix. thereinto
Salomon targets the light outdoor needs of urban bourgeois youth. Such products are sought after by the new middle class,
It is regarded as a new symbol of consumer status. However, it is recommended that consumers "only buy the right thing, not the expensive one" and pay attention to the practicality of the product.
It is hoped that ANTA can focus on product quality and bring consumers more cost-effective choices. Fourth paragraph,
Ask readers what they think of Salomon and whether they also buy such products, and welcome comments to discuss. in a word
The article first introduces Salomon's consumer group and brand development history, pointing out the problems of declining product quality and positioning change.
It then analyzes ANTA's market strategy and makes purchase recommendations to consumers. Finally, with the help of questions, readers are encouraged to think and discuss,
Achieve interaction and attraction.
When you interact with me more, you will be recognized as an iron fan. If you like my article, you can click "Follow", and you can receive the article push as soon as you become an iron fan. This article is only published in today's headlines, please do not move.