As the earliest sneakers,with over 100 years of history, Converse, a American shoe company, has been considered as one of the most popular shoe companies in the world. At present it has covered more than 125 countries,which have selling Distributor, Licensee, or Agent, over The Seven Continents.
Set up in America and soon pop in Europe . Following the war and Market saturated in America and Europe, also the Asia Rising, Converse entered Asia with a strong effective on sports market during 1970s-1980s, At that time ,Converse first focus on Japanese because it’s rapidly rising.In 1993, as people started recognizing China as a country that has a huge potential market, Converse expanded its market into China for the first time.
At that time, Taiwan and Hong Kong are seen as the fashion capital of China, however over the past few years, as the economy of Mainland has growth, Converse shifted its main market into Shanghai which is smart because shanghai now has population of over 18 millions and People in Shanghai has become quite fashion-sensitive since the economy has peaked.Today, Converse has gained quite high popularity and reputation by supporting China’s local indie/creative culture, particularly the music scene and it keeps attracting many young Chinese people. In recent years,Converse opened more than 70 legal stores in Shanghai. Demographic The age of target consumers in Converse are between 15 years old to 25 years old. Most of them are high school students and college school students; the reason is that shoes of Converse are easy to match with clothes, there are many color collections in Converse which young people like very much.
As well as that, the prices of Converse footwear are cheaper than other famous sports brands such as Nike, Adidas. The price range is 200RMB-500RMB. So, Converse is a hot brand in young people groups. For the pocket money of high school students in Shanghai is between 500RMB to 1000RMB, some of them may live with their parents or live in school, so the pocket may different. As for their parents, the income is between 10,000RMB to 200,000RMB or more.
For the pocket money of college in Shanghai are between 2000RMB to 4000RMB or more, they need the money to buy foods, transportation fees, so the extra money they can take it to go shopping.Also, college students can find the part-time job which the incomes may between 1000RMB to 2000RMB. As for their parents, the income is between 10,000RMB to 200,000RMB, the parents who are in shanghai, their incomes may more than the parents who are in other cities, because everything will be expensive in Shanghai, the standard of incomes in Shanghai is higher than in other cities. Both male and female can wear the shoes of Converse, as for their families, mostly, there are 3 to 5 people in one family, there will be parents and one or more children, sometimes grandparents may live with them too.
Psychographic Most consumers of Converse are young people whose age is between 15 years old to 25 years old. Mostly, they are high school students or college students. So, consumers of Converse are very active, for the males, they are very sporty. For the females, they like shopping with their friends or go to KTV when they are in high schools, so they may wear jeans and shirts which are simple and active, it is a good choice to wear Converse because it can match with any clothes.But for the college students, females may wear dress and high heels to night bars, they still need Converse. When they go shopping or go to the class, they will wear it.
Converse has many collections of footwear, many colors and patterns, it even corporate with other brands such as Swatch. Sometimes it combines the bands name with the shoes such as there once a collection of Converse footwear printed the band The Door on the shoes. Sometime it combines the festivals or years shoes have many printing of Tiger’s skin, the same with rabbit’s year.
When the Valentine’s Day comes, Converse also designs a collection of it for lovers. So young people will never get boring with it, for the high school students, they will care about the colors and styles, so they may even compare with each others or they find that some stars they like are wearing a Converse shoes so they may go to the stores and buy it. For the college students, they will be more focus on the quality and comfort because they often use their pocket money carefully, they may want a shoes that can wear for a very longtime.
For most of the consumers in Converse are like fashion items and they can accept the new things very quickly. Behaviorial 1,The Self Actualizing Buyer Even though These kind of buyer only represents about 5% of the customer market, they are still important because they know exactly what they want, exactly the features and benefits they are seeking, and exactly what price they are willing to pay, which means they are somewhat selective about what they want.They purchase Converse because they do like this classical American brand with fashionable designs and styles,maybe they are also returning consumer. Therefore Converse will attract these kind of buyer because its price is quite reasonable and is comfortable to wear. It might takes them more than a week to make decision to buy it since they are highly selective and they might do some kind of research on what they want.
They could purchase products in exclusive stores and online stores.They have clearly purpose for purchasing, it would not take long time for them to make decision. They could uses products ant home.
2,The Analytical Buyer These kind of buyer which represents approximately 25% of the market will purchase converse because Converse is a well-known brand, and since they are usually concerned about the price,quality and services of products, or if the products are comfortable for wear, they are more than likely to feel relieved when they buy sneakers from this world’s best shoe company.However, It will take some time for them to purchase since converse has extremely many variations of sneakers and they need to analyze every detail of them,and like compare with other products. They won’t buy more than two pairs at a time because they buy the product and try it and then reassess the product, but once they satisfied, they are likely to buy continuously. In addition, they could only purchase products in exclusive storeas, because they have questions to ask sells person, they concern about details and move slow.They do not make decision in a hurry, so shopping online not suitable for this kind of consumer. 3. The Relater Buyer This is the relationship oriented buyer which represents about 25% of the customer market. They will follow the trends,and might compare suit with friends,maybe because their friends have Converse products but they do not have yet, or they are sensitive about people or friends think and feel about if they do not have the Converse products, that all could be their reason for purchase Converse.
However,this kind of buyer tend to be young, particularly students. Converse will definitely be accepted by these buyers because it is classic and it won’t be judged by anyone. They might wear converse throughout years but different styles or colors,They have to change new products constantly in order to acclimatize themselves to social life so they buy a pair at least once a year and It won’t take them that long to make decision.They’d rather like shopping online.
They care about how people think and feel, the suggestions form sells person or other consumers would effect their final decision. 4. The Driver Buyer Again, Converse is a good option for these buyer who is direct, impatient and wants to get straight to the point. Since they tends to be busy, they want something that is good-quality, comfortable to wear and simple so that they won’t be exhausted when they walk a lot.They might come into a converse store and buy it right away since they tend to quickly make decisions.
They might buy more than a pair at a time because they are busy and might not want to waste their time by coming to store over and over again,they’d like shopping in the shopping mall,where they can buy conveniently. 5,The Socializer Buyer The socializer buyers represents about 25% of the market. I think Converse will always be in their consideration because of its popularity and high cost-performance.These customers are outgoing and extravert, then they might like going out for shopping with there friends,walk around without purpose, but they talk with the sells person and realized the advantages of the products.
Finally they purchased the products. Therefore it is more than likely for them to buy converse because converse always comes up with new shoes and they will never be tired of it. It still takes some times for them to think about buying new sneakers. Not because they are selective but they will be chatting with their friends while shopping to get results.