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& nbsp; & nbsp; & nbsp; [Chinese shoes Network - brand observation] we have to revisit the once marginalized Converse, Nike, this famous brand canvas shoes, Nike has become a big money secret weapon. March 20, Nike announced the latest quarter earnings. Excluding the impact of foreign exchange rates, as of February 28, 2015, Nike's revenue grew by 13%, including the Nike brand revenues increased to $ 6.9 billion, an increase of 11%. Obviously, Nike's overall growth rate than the Nike brand, and increase the reason for this difference is the filling Converse. As of February 28, Converse last quarter's revenue reached $ 538 million, an increase of 28%. Thus, the famous American investment site The Motley Fool is like Converse describe internal drive lurking in the Nike radar. For the performance of substantial growth in the last quarter of Converse, Nike Chief Financial Officer Don Blair said, "an objective reason is that some shipments jus cheap foamposites t ahead of the fourth quarter to this quarter, of course, the most critical is due to North America Rapid growth areas of performance. And in some areas of the European market, we have introduced more direct channel, this direct-to-consumer approach continued to be strong. " In addition, the Converse Chuck Taylor All Star series celebrating 98 years of marketing activities, its brought important growth point. "We put a lot of infrastructure costs and marketing expenses, Converse and therefore gain a huge market demand." Don Blair explained, it seems from the data, the more obvious the effect of these inputs. Not only this, but also, and recent growth Converse brand related litigation. Over the years, a variety of plagiarism on the market behavior of a few Converse canvas shoes, Converse has long patience finally bright and clear in their attitude last year. October 2014, Converse filed against 31 competitors in trademark infringement lawsuit Retro jordans for sale , the defendants included H & amp; M, Wal-Mart, FILA, and other famous brands. Converse said the illegal use of their core design element classic Chuck Taylor sneakers, and mass production, distribution or sales of these cottage products. the face of large-scale plagiarism, the past few years, Nike has been to try to avoid court proceedings, but sent a warning letter. However, in the past sent out more than 180 warning letters did not bring any results, Nike and Converse had filed a lawsuit in New York federal court. It turns out that legal action Converse channel is correct. According to the complaint report for February showed a part of the defendants have been voluntary and Converse reconciliation, and to stop the infringement, which were included in H & amp; M, Tory Burch, Zulily and Ralph Lauren4 well-known brands. Among them, the American big-name fashion Ralph Lauren not only agreed to financial compensation, it will destroy all infrin Cheap air jordan 12 ovo ging sneakers, production template tools and related marketing materials. This progress, will inevitably bring about growth and enhance brand influence Converse product demand. More importantly, this will get rid of troubled tort Converse more than ten years of big problems, confidence in the brand can not be ignored internal enhancements. Of course, as many as 31 cases of lawsuits has not completely ended, many of them difficult to deal with complex cases. It is hard to judge the results of litigation can bring much positive impact as Converse. However, one thing is certain, and that is continue to increase shareholder Converse are more popular than ever Nike welcome. In 2003, Nike decided to price $ 305 million acquisition of Converse, most people are not optimistic about the prospects after being acquired Converse. But no one knows the reason why Nike will acquire Converse, stress is a basketball player in the field of resources and chan cheap jordans online nels. Before the 1980s, the lack of competition in the market because of basketball, Converse was once the NBA's dominant United States, Converse basketball shoes on the field everywhere. But soon after, Nike, Adidas and Reebok and other brands have rise hindsight old Converse also a chance to respond, and after the product technology and design are far throw. Fading Basketball products makes Converse devastated. acquisition of the year, with annual sales of only $ 205 million Converse. But after Nike acquired Converse basketball remaining resources on the first series of its merger. Then the low-tech, relatively inexpensive Converse basketball shoes as Nike's low-end products, to attract young consumers. In terms of player endorsements, Nike, Converse will sign some strong young players to be the commercial value of these players has improved, and then be dug Nike original brand name. All in all, Converse is Nike basketball court as "trans cheap jordans for sale mens itional board." Ultimately, the clever Nike Converse rely on resources and brand strength of existing technology to gain a firm foothold in the NBA soon. The Converse brand was diluted after its resources, has become a marginalized sports brand. In a few years after the acquisition, the Converse sometimes could not find their own direction. At that time the situation Converse, Reebok and now quite similar. In 2006, Adidas for basketball and football fields in the United States against Nike, the formal acquisition of the time in the US market leading sports brand Reebok. There is no doubt the first to seize a strong suitor resources Reebok basketball and football and other products, Reebok, Adidas has also been replaced by a series of endorsements in the NBA. Then on branding, Reebok gradually lost properties, deteriorating operating performance, and lost the American Football League NFL sponsorship deal in 2010. Then, nearly two years Adi cheap jordan shoes for men das will transition to the fitness brand Reebok, to help companies to attract female consumers. But the results show continued drag, Nike, Adidas and New Balance and other brands in front, Reebok fitness areas difficult to turn. Late last year, there was news that Adidas will sell Reebok brand. Although the company denied that, but the face of Reebok, Adidas patience before the hard line will not remain too long, it is likely to give up at any time to save the brand. Compared with Reebok, Converse is much luckier. Converse has been weakened after basketball superiority and sports properties, Nike will its transformation into a casual fashion brand. Relying on the more than century-old brand, and unsurpassed design classic canvas shoes, Converse quickly among young people then set off an upsurge. In fact, after the acquisition of Converse, Nike also make up a short board. Previously, Converse made generous talk about technology, but only canva Cheap air jordans for sale s shoes feelings, this strategy is not only to keep a lower product cost, and feelings-oriented marketing tools and dramas also captured the North America, Japan, Korea and China girl heart . The previously mentioned classic canvas shoes 98 anniversary marketing campaign, it is this strategy is reflected in the last quarter to create a lot of market demand for the Converse. With the increasingly clear positioning and strategy, Converse in recent years, growth momentum is very strong --2012 fiscal year and fiscal year 2013 revenues were $ 1.324 billion and $ 1.449 billion; by 2014, its business close and then climbed to $ 1.684 billion, up 16.22% surge; previous quarter year on year growth is up 28%. It now appears, Nike completed a successful investment. This year for the Nike brand to create revenue, on the basis of the purchase price has been almost sixfold. It is foreseeable that in the future a longer period of time, make some money, Nike cheap jordans for sale may put more resources into Converse. At least, Nike will not be like 12 years ago as "neglect" its secret weapons. 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