The Perfect Leap Of Cave Shoes, Crocs From Ugly Duckling To White Swan.

Founded in 2002, "

Overnight.

This pair of shoes that are teasing "ugly shoes" not only overturn the definition of beauty in the fashion industry, but also sold 100 million pairs in 7 years, and raised 200 million dollars in 2006, which is also the largest IPO in shoe industry.

In 2002,

For the first time, the Beach outdoor sports shoes, which are skid resistant and non decolorizing, have been launched for the first time. The plastic shoes with round heads and vents and breathable holes are the "ugly shoes" that are famous all over the world.

Then, miraculously, "ugly shoes" became popular all over the world in the form of "all functional fashion shoes". At the same time, they were out of stock because of panic buying.

In fact, the success of "ugly shoes" originates from a special resin material, which is the research achievement of Dow Chemical. But Dow did not value its value, but sold it to a Canadian shoe company.

Later, clog bought the Canada Company for $5 million, thus creating a business myth.

As Kellogg became popular, problems began to emerge.

On the one hand, because the material is very wearable, the life of a pair of "ugly shoes" can last as long as ten years, which greatly reduces the desire of purchasers to reconsume. On the other hand, a large number of "cottage shoes" appear on the market. They not only take away the market share of Kellogg, but also make the whole consumer market rapidly saturated in the short term.

Luckily, Klose, who was baptized by the financial crisis, did not have the conditions of cross industry diversification objectively. So he chose the most secure and least costly way to pform the ugly shoes.

In addition to preserving the classic big hole shoes, clogue also used materials to develop a large number of fashion shoes that are close to the public style, improving the frequency of new product launches, from dozens to tens of quarters per quarter, and now to more than 300, ugly shoes are no longer ugly.

In the process of upgrading the ugly shoes, Kellogg also started the product expansion article.

Take the Chinese market as an example, Kellogg has launched a series of brands, and the product category has gradually expanded from the original "ugly shoes" to canvas shoes, leather shoes, golf shoes, high-heeled shoes and so on. Now it is expanding into the field of socks, clothing, sunglasses and accessories, and achieves the full coverage of products from head to toe.

At present, sales of clog casual cloth shoes have surpassed traditional rubber shoes and become the biggest sales category of clog.

In April this year, Kellogg introduced children's clothing in 46 countries across the world through wholesale and retail channels. In May, sunglasses and accessories will also be listed in the United States and Canada.

According to the financial report, sales of accessories and clothing products launched in the US market in 2011 accounted for 3.7% of the total turnover of the company.

The act of "ugly shoes becoming fashionable" brought about by adversity has also made Kellog rejoice. Public reports show that in 2011, when the European debt crisis was over, the income of Kellogg increased by 27% to 1 billion US dollars from 789 million 700 thousand US dollars in 2010, and the net profit in 2011 increased from 67 million 700 thousand yuan to 67 million 700 thousand US dollars last year. Gross profit was 536 million 400 thousand US dollars, accounting for 53.6% of sales.