At home, with the rise of the Exotic sports brand, nike shox gradually withdraw from the mainstream market. In 2000, Shanghai Jiaoxie Chang bankruptcy restructuring Shoes Co., Ltd. Shanghai Warrior. Back after the reform, retain the original shoes back to power production and design rights, factories moved south from the high cost of production in Shanghai. Even lower production costs, but continued to take the route back to power of professional sports, is gradually being squeezed out of fashion lead the way, coupled with Chinese rubber shoes industry, followed by more severe price war it struggling to maintain the edge of the balance of payments a price of tens of dollars, and 52 a few dollars can buy high-end products "Warrior ", and quickly disappeared in the inside and outside the attack.
Converse was found another road : professional sports - sports stars - the fashion trend. Converse camp when the star detached and nike free 7.0 before the Chinese women's volleyball team, the NBA 's top star lineup has changed several crop that does not include a large number of stars fans of Converse do not have the endorsement fees (only in China there is Faye Wong, Vivian, Sammi Cheng ). Hundreds of hundreds of yuan, limited edition prices on the cap of Converse canvas shoes, not only in the United States made??the same as the jeans culture industry, but also into the hearts of the feet of young Chinese.
Back to power, adhere to the production in the United States refused to place of origin to move to cheaper Asian, Converse gradually anti - competition from Adidas and Nike Air Max, the end of 2003, Nike to $ 305 million the high-priced acquisitions. Be Nike to hire Converse, but retained the All-Star logo and name in the high-end stores, stores selling well, still selling is booming, high-priced selling confidently. Meanwhile, with the Nike brand operations and cost management, Converse and break new ground.
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