Ugly And Indescribable Crocs Began To Encounter Bottlenecks.

For the first time, most people will see Crocs (Carlock) casual shoes. They will probably have the same feeling: is this really a human shoe? It looks a bit like the crocodile head and has dozens of holes on its shoes. It's ugly to describe.

However, such a pair of ugly shoes almost swept the globe.

From London to Malaysia, young people all over the world are in a rush for Crocs shoes. Now Crocs has a sales base in 40 countries around the world. Just in Israel, one in every 6 people has Crocs shoes.

Carol Chi last year sales total of more than 40 million pairs, so that all the older brother of the shoe industry looked foolish. The largest leisure footwear brand SKECHERS (Cage) of the US youth group has been established for 16 years and has a market value of about 1 billion US dollars. But in the short span of 5 years, Kaloch has created a market value of 2 billion US dollars, and the difference between the two leading brands has more than doubled.

Three years ago, Carlo was only a small company with 25 employees. Now, the world has 6000 employees, and deserves to be studied as a typical case.

The extreme explosion, unique positioning and fast fashion play made the brand break through quickly, but the popularity of the hole shoe also brought a lot of trouble to the brand. For example, the brand of Carlo has become the pronoun of the hole shoe, and it is difficult to continue to carry out other types of shoes.

9 of the 10 top executives of the shoemaker have no experience in the shoe industry. Crocs can be regarded as a representative of laymen.

Carol Chi, currently CEO Ronald Synder, has 20 years of experience in Flextronics and other large companies. Vice president Ma Kelvin has worked for 16 years in Flextronics, semiconductor packaging and testing company, and 80% of the founding team and business team.

The technology geeks, who are keen on surfing and aquatic activities, have moved from high-tech to low technology to solve their pain points.

These tech otaku originally wanted to find a pair of sandals that could not slide while they were playing in water, and could not find them in the daily life. So they wanted to make such a pair of shoes themselves. They searched for Canadian plastics suppliers and developed a synthetic antiskid antibacterial resin material. They could soften and fit the foot lines with the temperature.

They managed to make such a small idea into billions of businesses.

To put it simply, karlochi is making shoes with high-tech products, which is called DELL of the shoe making industry. It takes about 6 to 9 months for a laptop to go public from design to production.

Almost the same thing, Carlo's sandals are also built on the same timetable, from the Chinese factory to the consumers of all countries.

Every six weeks, Carlo will launch a new batch of new shoes for the season. The rhythm of introducing new products is very similar to that of Spain's fast fashion brand ZARA. Carlo is more like sandals as a market for mobile phones and digital cameras.

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A couple of hundred dollars.

By the design center of Carol Chi Chi, the plasticizing material is supplied from Taiwan. The manufacturing and OEM are responsible for the production of Italy's Baocheng and long Dian, and then enter ninety countries. The production mode of real-time production is exactly the same as that of DELL's supply chain management. "The production mode of DELL's supply chain management is the same.

With high technology and high efficiency output, Carlo has grown 8 times in revenue in just two years, making it a new brand of global footwear.

Karlochi is not just shoes, but also a kind of Fun Product (interesting products). Carlo is not only different from the general footwear industry in the supply chain. From the beginning, Carlo does not position itself in shoes, but also wants consumers not to view them with shoes, but rather with a fashion object.

Light, comfortable and colorful colors are Carol's DNA! Kelvin stressed that the three requirements of innovative products are indispensable.

In the Seoul International Color Expo survey conducted in Korea, 93% of consumers regarded the visual experience of merchandise appearance as the most important purchase motivation; secondly, only 5.6% of respondents thought that touch was the most important.

Carlo's strategy is to seize first.

The eyes, with the touch of the feet, make the consumers pay for it.

The whirlwind of Crocs shoes has swept the world, not just a Crocs enterprise, but also because of the timely rush to catch up with this boom, and achieved a career.

Sheri Schmelzer, a housewife in the United States, had nothing to do with the clay, beads and other materials, and made 10 small pair of Crocs shoes for her family.

The lovely adorning of these flowers and stars aroused the interest of her husband Li Qi (Rich Schmelzer), and Li Qi felt that

There may be opportunities for this interesting little thing to be loved by teenagers.

So he decided to set up Jibbitz company and began to design and manufacture all kinds of shoe decorations specially used for Crocs shoes.

In just a year, Jibbitz has sold more than 6 million Crocs shoes ornaments, and there are more than 3000 sales outlets around the world, with monthly sales exceeding $2 million.

In October 2006, Jibbitz was bought by Crocs at a price of 10 million US dollars. Xu Meice and his wife probably thought that they only wanted to take Crocs's free ride, and finally wrote another business legend.

In December 26th last year, Carlo's share price climbed to a historical peak of $68. But in the third quarter, the shadow of overpriced stocks rose to nearly 190 million times in the third quarter, which was nearly 4 times higher than that of the previous year's $49 million.

Within a month, Carol's share price went to hell. When the hole shoe became popular, consumers also had the enthusiasm to buy a pair of "genuine shoes".

In order to maintain brand freshness, Kaloch began the strategy of product diversification, and launched series of casual shoes and high-heeled shoes for women, in an attempt to continue the glory.

In addition, Carlo is also working with NBA, the major league baseball and other professional sports alliances, as well as Disney, and fans can have the official licensed sandals of the Yankees and dodge badges.