In 2018, Converse was "struggling" in the Chinese market and faced a declining performance. However, after implementing a Hunger marketing strategy, this smart brand regained the attention of young consumers and even surpassed its previous popularity. The demand for Converse shoes always exceeded the supply, and with a series of marketing strategies such as the celebrity effect and social media hype, even on second-hand trading platforms, Converse "Chunk 1970s" sold for more than 1000 yuan (150 euros). The Converse brand, back from the dead, has upgraded its "Hunger marketing" in 2019: line up for lottery, buying Converse in dress Converse and so on, which caused a consumer frenzy once again. Therefore, we provided an online questionnaire to find out how Converse's marketing strategy affects the brand experience.
- Survey status: Online questionnaire
- Survey period: 21/11/2021-25/11/2021
- Numbers of questionnaire： 315 （Effective）
- Gender of respondents: Male: 45%, Female: 55%
- Age of respondents:
<18years old 0.93%,
18-25years old 57.67%,
25-30years old 13.95%,
>30yesars old 27.44%
- Occupation:
Students 40.47%,
Employees 49.77%,
Managers 3.26%,
Freelance 6.51%
The target market for the Converse brand is still mainly young people, as its casual and fashionable style is preferred by young people rather than businessman. The original normal pricing of the Converse brand is in line with the average working-class consumer, which explains why every marketing campaign for Converse continues to generate opinion on the Internet. Compared to some of the established management, this generation lives in the faster paced Internet era. While managers and even bosses are mostly past the age of wearing canvas shoes, the brand positioning does not match the value of the consumer's identity.
- The main channels to know Convers brand
Offline ads 38.14%,
Brick and mortar promotion 43.26%,
Online marketing 53.49%,
Personal interests 43.72%
- The main reasons to choose Converse brand
Brand loyalty 18.14%,
Product design 62.79%，
Brand celebrities 25.12%,
Social media 35.81%,
Brand value 16.73%,
Others 8.37%
- The main channels to buy Convers product
Online shopping 58.14%,
Go to shop 28.84%,
Others (Buyers, resales)13.02%
Consumers' purchasing behavior will be influenced by the strength of brand publicity. According to the survey on the channels through which consumers know about the Converse brand, it is found that the proportion of offline product promotion is much lower than that of online marketing, and some consumers learn about Converse through physical stores. Among the consumers who have not bought Converse, a quarter of them did not buy it because they did not know Converse or had not heard of the brand.
In today's world where brands focus more on online publicity, perhaps Converse can return and use a variety of offline publicity channels to target product information. Combined with Hunger marketing methods to carry out consumer-oriented secondary marketing.
- The view of Convers’s product quality
Very satisfied 42.79%,
No satisfaction and no dissatisfaction 49.77%,
Not so satisfied 7.44%
Consumers' perception of the price and quality of a product affects their purchasing behavior for that product. If there is no quality to match the price and high prices are pursued under Hunger marketing, consumers will give up buying the product when its perceived price is beyond the acceptable range, leading to a decline in corporate reputation and fewer consumers.
- The influence of Hunger marketing with consumer behavior
Interested and go to buy 17.21%
Dislike but be willing to buy 14.88%
Hard to buy and forgive up 52.56%
Not interested 14.88%
- The influence of Hunger marketing
Amplify brand appeal 28.84%
Stimulate consumers' shopping desire 50.7%
Expand the consumer segment 25.58%
Lose more consumers 35.81%
Reducing the desire to buy 42.79%
Make no sense 4.65%
Even though most consumers consider Converse to be of average quality, they are still interested in Hunger marketing because of the brand's product design.
However, the issues that cannot be ignored is that nearly half of the consumers also said that the waiting period due to Hunger marketing does not satisfy consumers' needs and will reduce consumers' desire to buy. At the same time, the long waiting period will increase consumers' psychological expectations, and the uncertain evaluation under high expectations will increase the probability of negative product evaluation and make the company's brand image decline.
In short, Hunger marketing has made a huge contribution to Converse's sales and brand fervor. The ensuing negative impact also sounded the alarm for the subsequent implementation of the Converse brand will be in the Chinese market. Once the purchase channels and conditions get too strictly controlled, consumers are prone to cause boredom and damage the brand image. Excessively long waiting period will also reduce brand loyalty. In an increasingly competitive consumer market, Hunger marketing is a double-edged sword. Converse how to choose and adopt marketing tools and occupy a larger market share is particularly important more effectively.
815 words
Online questionnaire
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