Whether clothes or shoes. Ugliness is another kind of beauty. Rotten street to a certain extent is sad!
Source: venture capital (chuangyezone)
Referred to the down jacket, Goose (Canada) is definitely a brand that can not be ignored in recent years.
The Russian emperor Putin wore it for the winter
Ma Yun dad wore it to buy and buy overseas
Or "heirs" in the same paragraph Lee Min Ho oh
Bloomberg BusinessWeek founder has described the extent of the popularity of Canada Goose comparable to 10 years ago, replica Louis Vuitton online handbags. In February 15th, the canadian goose formally submitted a IPO application, plans in the United States and Canada simultaneously listed. It is said that the canadian goose plans to sell 10% to 15% stake, the IPO is expected to raise $2 to $300 million, valued at up to $2 billion.
This goose has exactly 60 years, the brand name Snow Goose (Xue E), into the European market, because the name changed to Canada Goose.
The Canada geese, Europe has been playing the role of paradise. The most important transformation of the brand from the head of the European travel: he found that people who focus on the extreme cold outdoor brands and luxury goods linked together, thus sprouting into the idea of urban population.
07-11, the highest search index of the first three countries are in europe:
The last five years, the wall outside the walls of incense, the Canadian residents of the enthusiasm finally reached the summit:
Most of the top five countries located at latitude above 50 degrees. The prevalence of Canadian geese in these countries proves that they are very warm.
canada goose
What makes the explosion?
1 seize the pain points. The canadian goose solves two pain points.
Visualization of value. Is through ThermalExperience Index (TEI) innovation, to solve the problem of difficult to buy down jacket. The above 50 degrees north latitude, the purchase process of eider down is very complex: filling goose or duck down, filling volume of 500 fill or 800fill, if the water retaining windproof shell material etc.. TEI scores, simple and rough to inform consumers in the corresponding temperature range can be warm jacket.
This is a bit like millet phone every press conference, the production of the sub table, the core value of the product is directly presented to the user, so that the invisible value of direct perception.
Two is in accordance with ThermalMap filled down, good velvet in the blade, so as to achieve the purpose of reducing the total weight.
For outdoor activities, the light and convenient down jacket is almost a must. For the urban population, light and warm equally popular (the following figure for the Tmall down nearly March review keyword extraction).
2 adhere to origin:
When a lot of people will be transferred to their own production workshop overseas, the canadian goose gloves outside the product will be manufactured locally. The jacket doesn't exist, the original single end. Adhere to the origin of manufacturing, so that the high price of Canadian geese a little more reasonable. Name + origin double addition, so that the canadian goose, such as the Swiss Army knife, representing the quality and spirit of origin.
3 celebrity blessing, outdoor cattle endorsement
As a Multi National Antarctic expedition team uniforms, but also a copy of the Antarctic expedition team targets the canadian goose, seems to imply that you have a canadian goose, no longer afraid of cold. Even the leading actor, still can not help extreme weather shooting. When the temperature does not grace, a Canadian goose.
Social age, celebrity radiation effect to further expand. Appeared in Putin, Beckham, stone sister, the body of the canadian goose, the body of the body, the body of the United States, still not received the attention of tons of tons of attention, such as the United States and the United States, the United States and the United States, the United States and Canada, the United States and China, the United States and Canada, the.
Chinese star Alyssa Chia,
Dongyu Zhou,
Zheng Shuang,
Jing Bairan,
More than three points of the achievements of the canadian goose word of mouth spread. Even if there is not a lot of advertising, the canadian goose is still brush enough sense of presence.
The plight of explosive products
Rotten Street
Stigmatization
This Canada goose super expensive price, a down jacket 6k-1w, but never discount. Its president, Dani Reiss, once said: "the company is not involved in any form of retail price competition because" there is no need".
Canada Goose down jacket so sought after, the state is always in short supply, people can spend the original price to buy a piece has been very happy, why the price?
But when you go to Canada to see every street! A! A! People! You may be in a state of shock when you wear a Canadian goose. Although Canadians can understand this dress because it is really cold, but people feel shocked, from college students to middle-aged couples to housewives or even sitting on the French gay next door, all in about $800 worth of coat, which is puzzling.
The key to more than and 20 people a day Zhuangshan, really think this clothes good-looking? A lot of people feel like they're back in high school This will greatly reduce the charm of a product, when all the people are wearing, especially when the 500 Putian, Taobao with the same paragraph of the flying, this down jacket is not cool.
In addition to clothing, fake rotten street, the canadian goose is also facing animal activists attacked.
The culprit is a fur coat on a Canadian goose.
These collars are made of Coyote fur, it is said that this warm performance is very good, the animal protection organization to see the angry, abundance in Toronto Canada goose stores gathered to protest activities. The lead is animal rights activist JacintaMcDonnell, she tells the Coyote's misery filled with righteous indignation.
One side is the Canada goose coat hat on beautiful fur trim, the other side is a dead coyote, so bright contrast many people have a deep sense of guilt.
Some people even walked into the shop and stood there for a day!
And not just ordinary people, even the stars have joined the ranks of the Canadian geese!
Some celebrities have also been protesting because they wear Canadian geese. The talk show actress Amy Schumer was wearing a canadian goose while attending an event where the protesters were singing, and Schumer didn't go through.
A huge animal crusade against the movement of the United States to suppress the suffering of Canadian geese.
Enjoy a good time in foreign countries into uniforms, street wear, in the absence of any marketing China, also got the dazzling results, Canada goose into rotten street, the stigma of the plight of Canada geese seems to have very good coping style.
But to be honest, it is a false proposition to discuss morality with businessmen, and the benefit is the root of their survival. But when we talked about eternal explosive materials, should not be popular, because the explosion products are able to create business value, can bring value to consumers, explosive goods is a kind of product concept, not a skill, is on the basis of the accurate grasp of the nature of the product, and constantly explore the new value, ongoing process iterative product.
Canadian geese will be more brilliant, or like Crocs, UGG into a burst of money dilemma? We wait and see.
没有评论:
发表评论