Why Did Carol'S Three Pformation Fail To Escape The Black Hole Created By The Hole Shoes?

In China, "

"The brand name of Carlo is amazing. It became a consumer advocate ten years ago, and was forgotten by the trend ten years later.

According to the world clothing shoes and hats net, recently, star Ye Yiqian was drying out two pairs of "aged slippers" at micro-blog, causing fans to watch.

"My pair of slippers has been worn for ten years, and Mr. Tian has been wearing it for eight years," she said.

Because he was sent by fans, he didn't throw it up until now, and I insisted on wearing it for tenth years because I was waiting for that to send me.

The thick line of fans.

Cave shoes ten years ago are popular.

And what about the current shoe? It's an antique!

Just in the past December 2017, investment agency Stifel Nicolaus suddenly expressed its interest in the prospect of Crocs, a hole shoe maker.

The only reason is that there has been signs of improvement in the brand relevance of Carlo in the North American market.

But the fact is that in the Q3 quarter of 2017, its Asia Pacific market, which is dominated by China, is shrinking.

Retail revenues plummeted 20.8% to 29 million 497 thousand dollars, and the wholesale and retail revenues of the rising North American market were only 1.4% and 0.6%.

The hole shoe has fallen from its strength. The valuation of Carlo has fallen from the highest 6 billion US dollars to the current 1 billion 300 million. It took less than 10 years. During which, Carlo has carried out the three pformation in a more high-profile way. Why can't we escape from the black hole made by the hole shoe?

Karlochi's rise can be described by "explosion".

At the beginning of 2006, at a price of $21 per share, Carlo chose to list on NASDAQ and raised $208 million, setting the highest share price of footwear company IPO on the first day of that year.

The cave shoes with anti-skid, antibacterial and portable properties have been well received when they enter the market.

In 2007, Carlo became a star in the US mall, selling 847 million dollars a year, an increase of 137% over the previous year. The company's share price soared over $70, valued at $6 billion, and hit the peak of the market at once.

Carlo's success is very simple, and a burst of money is enough, that is, once a popular hole in the world, although its positioning is only a niche product.

According to its official expression, in 2002, the founder of Carlo had seen business opportunities from lightweight waterproofing materials developed by a Canadian plastics manufacturer.

He named this material "Croslite". Compared with rubber, this material has no peculiar smell and is easy to process. It is a good substitute, and this material contains enclosed cell resin, which can automatically deform under the action of body temperature to adapt to the shape of the foot.

At the same year's marine supplies fair, the founder of Carlo's first exhibition of the new material for the world, sold more than 1000 pairs in 3 days.

The initial positioning has also been determined, that is, a pair of comfortable slippers for sailing and outdoor sports. In fact, this is not the original creation of Carlo. It is precisely the Canada Company that developed this material. It has introduced a wooden slipper with excellent skid resistance, which is modified and innovating by Carlo.

As a result, the appearance of the hall is full of color. The strange shape and the most flourishing time have been ridiculed by the media to make adults look "rejuvenated", and the terrible aesthetic experience of the "shocking" shoes become the most eye-catching explosions in the world in that year.

For the high level of Carlo, they are not simply confused by the success of "exploding money".

I have to say that their understanding of "popularity is meteor" is no worse than that of other footwear giants.

Transformation, quickly finding new explosions or nuggets, has become a consensus among senior executives of Carlo.

At the beginning of the first pformation, the cave shoes, which had passed through the epidemic period, were exposed to avalanche collapse.

In 2008, its price dropped 63% in four months.

In the second year, after the second pformation, the first big loss of the card market came to $184 million, and 2000 people were forced to deal with the crisis.

The pformation of bubbles and the collapse of phenomenal bubbles

In the official and many industry perspectives of Crocco, the phenomenon of bubble phenomenon of cave shoes was quickly vanishing, and it was blamed on the rampant cottage products in the Chinese market.

May I ask rhetorical questions: apart from China and its radiation market in Asia, it is known that there are "fans" in all 90 countries, including cave shoes like queen Helen Milen and British Kate. Why do they encounter Waterloo all over the world?

For Carlo, this responsibility is a pretext.

As early as 2007, when the cave shoes became the hottest, it was considering pformation.

The idea of pformation is very clear - to create products that are closely related to the daily life of consumers, not just fashionable goods that come quickly and quickly.

The route of the first pformation is very concise, and the key word is "upgrading".

Crocco hopes to attract more consumers by changing the style of its shoes. For this purpose, it has acquired Jibbitz and SamanthaBryan design companies specializing in the production of decorations for cloco shoes, so that the hole shoe can be plugged into decorations.

This strategy is ridiculed by the industry as "only making articles on the hole".

But in fact, at the same time, at the same time, at the same time, at the same time, at the same time, at the same time, it launched into the sportswear business quickly, and launched sportswear and other sports accessories for adults and children.

Attempts to form more breakthroughs from the periphery of the explosion failed.

The key to the second pformation is "snow accumulation", that is, to abandon cave shoes, but to develop diversified canvas shoes, high heeled shoes and so on to impact the market.

This strategy is also based on the ebb tide of the cave shoes which began to appear in 2008, and the consequent massive inventory backlog.

Especially in China, when fashion returns to a fever, the demand for the purchase of a "genuine product" begins to fade, instead of a large number of cottage products.

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It can be said that the invasion of Shanzhai products is actually not the root of Carlo's distress, but the symptom of embarrassment.

In the second pformation, snow strategy execution is not thorough.

In 2011, because of the gradual recovery of the US economy, mccarver, then CEO, decided to continue to enrich the product line. However, the marketing strategy changed to use the hole shoe as a bait to attract consumers and placed it on the inside of the shelf, so that consumers would have more access to other products of Carlo.

Obviously, snow is accompanied by expansion, which is only an extension of the first stage of pformation, but the protagonist has changed.

In 2014, Carlo said that the speed of its expansion product line was too fast, which opened the curtain for the third pformation.

This time, the key word is to close stores and reduce stores worldwide.

In 2014, it closed or restructured 75-100 of the 600 direct outlets headed by the Chinese market and reduced the original 350 product lines by 30%-40%.

In January 2015, CEO GreggRibatt, newly appointed Crocs, proposed to return the "Snow" hole shoes back to the market. He then put forward that "cave shoes are a big business, but these years are ignored by us."

The subsequent marketing strategy has also become more proactive.

One of the most significant changes was the summer of 2015, which spent 2 US $10000 per day to advertise on Twitter.

Three regional marketing departments have been closed down and replaced by a new global division, which is responsible for formulating strategies to launch global business.

Though starting from 2015, colorful cages in New York's flagship store again became the leading role. The slogans on the walls also became "classics never outdated".

But until the second quarter of 2016, the old classics still haven't found their way.

From the single hole shoe to the category expansion and then to the contraction, the trial and error process of Carlo has lasted for 10 years, but without any result, a key inducement may be that the success of the explosion has been too fast, so that the senior executives of Carlo have always been superstitious phenomenal products, but eventually they are lost in the bubble of phenomenal bubbles.

Lack of stories? Lack of users? The key is lack of scenes.

In the face of the decline of Carlo, there is an argument that is quite attractive: cave shoes lack such a good story as leap shoes.

The leap shoes in the judgment are genuine domestic products.

In 1958, the Shanghai Dafu rubber factory developed a kind of civil sports shoes based on the military release shoes, named "leap". It was the standard fashion shoes in the 80s of last century, and the annual sales volume was over ten million.

By the year 90s, it was just like other old Chinese goods, and it had almost fallen out of the market.

In 2005, 20 yuan and a pair of leaps, in the hands of French Patrice Bastian, quickly became a European product of 1000 yuan through a series of packaging and design.

Behind the myth of the sea going out of the country, the most important thing is to rely on the story, and even the story can be finished in one sentence, that is, "Kung fu shoes" worn by Shaolin monks when practicing.

In short, its popularity is the success of European and American consumers' imagination of Chinese Kungfu.

From this level, there are no so-called stories to endorse clocke's cave shoes, but there are always no stories of holes and shoes.

In addition to its boom, many celebrities, including the then US President George W. Bush, wore holes in their shoes to show their exposure.

It was in 2015 that George, the little prince of England, wore a pair of children's blue hide shoes with 26.99 pounds of pounds when he appeared at the Beaufort Polo Club in 2015. This accident resulted in the sale of the cave shoes in a few hours. After that, the sales volume of the shoes was increased by 1500%, and the sales of the children's shoes of Crocs series increased by nearly 16 times.

Carlo does not lack all kinds of explosions and climax, but this kind of explosion is not enough to support a shoe Empire, even if the story is good and the accident is continuous.

Just like the leap shoes, after passing through the golden period from 2006 to 2011, it is also a long-term promotion from 5 to 30 percent off, and no longer brilliant. The story has always been a catalyst for success.

This event, which is known as the "Prince George effect" by the media, has also solved another misunderstanding of cave shoes in another aspect. That is to say, what is now known as the "grandma shoe" style, Dong Meng's cave shoes, in fact, there is no lack of love of fashion people. Carlo is not not good at marketing or borrowing, but it is often not long enough. Why?

The key to the development of the throat of the cave shoe is still the positioning of its initial niche function shoes, that is, its initial positioning as a sailing target, making its shoes become a summer business and not related to the other three seasons.

And more importantly, such a "not too formal" hole shoes, in addition to limited outdoor sports suitable for appearance, other moments, especially in normal social and work scenarios, will be particularly dazzling and out of place.

The lack of enough application scenarios makes it difficult for Carlo's cave shoes to appear in the elegance of Nike, Adidas, and sports shoes.

The natural defects of this style also led to its popularity lasting for only one year.

Although the leap shoe has never reached the household name of the cave shoe, it has been on fire for 5 years because of its applicability.

As for the shoes that are popular in the cave, the shoes that can not be fixed will cause tendinitis and toe deformities. It is suggested by medical experts not to wear long walks and other topics for a long time. It is just a "legitimate reason" to destroy the miraculous shoes of the cave shoes.

Coke, which also has various health concerns, never seems to be unmarketable.

Fast iteration, breaking through black holes requires more speed.

Whether in cave shoes or once diversified Crocs, the most urgent thing to break is the dependence and superstition of phenomenal products generated by the success of the past explosions. This is a black hole of blasting money, which constantly pulls Carlo into the abyss.

The breakthrough lies in the quick iteration.

In the operation system of Carlo's slow speed, the tradition of order mode has been restricting its effective and short summer, and enough attention has been paid to it.

Information shows that within the company, it takes almost 18 months for new products to have a preliminary idea and final listing.

And some brand new product launch cycle is only 15 days.

In addition, the order pattern of the company is to open orders and place orders, which also delays the birth of products.

This change is emerging.

In August 2015, another quarter from the Star Wars: Awakening of force awakening, Carlo launched a prototype of the cave shoes with the Star Wars classic Cho Baca as the prototype, and added the character's Plush features to adapt to the cold weather of the movie and Christmas.

Although there is no evidence that its launch cycle has been shortened, more arguments have pointed to it as a marketing gimmick.

But it also shows that when marketing is more focused on hot spots and caters to the needs of fashion groups, Carlo is trying to break the gap between summer and winter.

The next step, even if it is still dominated by hole shoes, is to put the main business point in summer. In just a few months, a lot of shoes that are totally refreshing and refreshing will be launched insanity, so that the cave shoes will no longer become undifferentiated street shoes, and adapt to the individual needs of different consumers, and gradually break the bottleneck of the application scene by setting the style.

Even if Carlo is only a pair of slippers, it will also have a good sales volume. Besides, enough rapid iteration, consumers will actively create different application scenarios for the massive styles and lead more trends.

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