Speaking of New Balance (referred to as NB) New Balance , I believe many people are familiar with it. It has been marketed as "Presidential Running Shoes" and " Shawn Yue Same Style", which left a deep impression on people.
However, New Balance, which was once popular all over the country, does not seem to be "NB" anymore, and fewer and fewer people are wearing it. Why is this? In fact, there are three main reasons.
Reason 1: Few styles and average workmanship
First of all, from the perspective of the New Balance brand itself, its style positioning is relatively traditional . The same style and appearance can easily bring visual aesthetic fatigue to people, leaving the "not trendy enough" stereotype , which is obviously much worse than Nike, Adidas that combine sports and fashion sense.
In addition, New Balance sports shoes have fewer styles than , which is difficult to meet the fashion needs of contemporary young people. The
product line has a trend of polarization: the low-end series of have average workmanship and foot feel, and the soles are hard and easy to slip; the high-end American and British series are difficult to meet the public demand due to the "high price and scarce quantity" of . Except for Yuanzu Gray, other colors are hard to describe!
Reason two: The impact of copycat brands
In addition to the problems of the brand itself, the reason why New Balance’s popularity and popularity is not as good as before is also closely related to the current sports brand market: There are too many copycat brands!
New Balance , New Balance leads the way. has opened one store after another, and has even spread to small counties and street stall markets. Its appearance and New Balance make many people "silly and indistinguishable", especially New Balance.
Knowledge expansion:
"NEWBARLUN" is called New Balance in Chinese. It is a local brand in China. Its price is much cheaper than New Balance, but its appearance is difficult to distinguish between genuine and fake, which has deceived many consumers.
How to distinguish between "New Balance" and "NEWBARLUN"?
Whether it is New Balance or New Balance, the sides of both shoes are decorated with the "N" brand logo, but New Balance's font is simple and has no backslash; New Balance's font is thick and has backslash.
Reason 3: There are too many similar competing products
The sports shoe market is more competitive than the clothing market, not to mention that New Balance’s brand reputation is not as good as that of Adidas and Nike, and even its appearance is not comparable.
Adidas has the "internet celebrity hot model" Yeezy, and Nike has the "unbeatable" AJ, Dunk, AF1 and other classic series . No matter in terms of appearance, technology or versatility, New Balance is far behind.
In addition, with the interest of the national trend, Li Ning , Anta and other domestic sports brands have also begun to attack the market. Their reputation is close to that of Adidas and Nike. New Balance will only have more and more opponents, and it will be easily eliminated if it cannot compete!
Conclusion:
The decline of New Balance actually illustrates a problem: if wants to gain a foothold in the sports brand market, its appearance, technology, and feel must not be left behind. It must develop in an all-round way to achieve brand revival! hopes that domestic products can also learn from it ~
(pictures come from the Internet, if there is any infringement, delete them immediately)
