A brand once dubbed "ugly and unfashionable," Salomon, has undergone a remarkable transformation to become a favorite among the middle class, with its products even becoming difficult to find.
So, how did it evolve from being overlooked to becoming a hot commodity?
In the past, brands like Nike and Adidas, which were once the epitome of fashion, created a trend, but after the trend faded, the market was flooded with discounted products.
However, the market is constantly evolving, with new trends emerging.
The rise of the middle class has swept through the market, leading to the rapid popularity of a series of brands, including Arc'teryx, Lululemon, and Salomon, known as the "middle-class trinity."
Salomon is an outdoor brand originating from the French Alps, mainly selling sportswear and equipment.
Once struggling financially, it shifted its focus to the design and quality control of ski shoes after being acquired by Adidas, gradually winning a stable customer base.
However, its market share remained limited.
Subsequently, it was acquired by Amer Sports Group.
However, due to its excessive focus on quality over appearance, it was once considered "ugly shoes," and it remained in a loss-making state, even being overlooked by consumers.
However, everything changed in 2019.
Companies like Anta and Tencent invested heavily in the acquisition of Amer Sports, paving the way for Salomon's successful entry into the Chinese market.
Seizing this opportunity, it reshaped its brand image, winning the favor of young consumers.
With the rise of the middle class, Salomon went from being "unnoticed" to "difficult to find."
Stores in cities like Guangzhou and Hangzhou are packed with people, and consumers are even willing to queue up early to buy their favorite styles.
In offices, not having a pair of Salomon shoes makes one stand out because almost everyone has a pair, making it a symbol of urban middle-class identity.
As demand outstrips supply for its popular products, prices continue to rise, but this has not dampened consumer enthusiasm; instead, it has intensified.
By 2022, its sales reached unprecedented heights, with online sales alone reaching 262 million yuan.
In 2023, its sales continued to increase steadily, achieving a turnaround in just a few years, achieving tremendous success in the global market, with outdoor equipment business in Greater China achieving a growth of 146%.
Three years ago, it was considered a negligible brand, even jokingly referred to as "middle-class Foot Kin," but three years later, it's making a fortune in the Chinese market.
What exactly has captured the hearts of Chinese consumers?
After being acquired by Anta, Salomon repositioned itself, no longer just focusing on quality but also paying more attention to shoe design, catering to the preferences of young people, making the shoes look more fashionable, breaking away from the original "big and ugly, only for comfort" design.
At the same time, it became bolder in color design, with strong recognition and unique aesthetics, attracting young people who seek freshness.
To capture a larger market of young people, it formed a series of brand effects by partnering with other brands.
Brands like Arc'teryx and Lululemon have become essential items in the wardrobes of young people, and outdoor wear has become a new fashion trend, driving the growth of Salomon's sales.
In terms of marketing, Salomon has also made changes, no longer just focusing on product performance but also emphasizing brand image building, cooperating with well-known athletes and celebrities to enhance brand awareness.
At the same time, Salomon is adept at using social media for marketing and promotion, attracting the attention of a large number of young users.
Most importantly, Salomon's shoes not only have excellent quality but also strong practicality, meeting people's high requirements for outdoor equipment, thus remaining hot in the market.
In summary, Salomon's success is not only due to its perseverance but also driven by current trends.
However, the market is constantly changing, and to sustain success, continuous innovation is necessary, along with aligning with public demand and maintaining original intentions, to demonstrate strong vitality.
In the current scenario where foreign brands are rising, Chinese brands should consider how to enhance their brand influence, attract a broader audience, and achieve a larger share in the global market.
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