Timberland (Tian Bailan) Is Experiencing Brand Renaissance.

Timberland was bought by VF in 2011, and the latter estimated that the brand's revenue will reach 3 billion 100 million yuan (about 19 billion 836 million yuan) by 2019.

In 2014, Timberland earned $1 billion 800 million (about 11 billion 518 million yuan).

Nowadays, many young people are obsessed with fast fashion, but Whitney doesn't care about it.

And those shoes that are not fashionable but practical in the traditional sense have returned to the popular stage.

Obviously, young people have more say in this regard, because they are more concerned about the trend of popularity.

The main reason for the increase in Timberland sales is the brand.

Their target customer groups.

"Of course we haven't been perfect yet, but now we know what our goal is and what is most important and relevant to them."

Whitney, chairman of Timberland, told Business Insider.

The company has focused its attention on the group known as "outdoor lifestyle" by Whitney.

But these people are not lumbermen - in fact, the opposite.

"Most of them live in cities, that is, they do not really participate in traditional outdoor activities, but outdoor activities are important to them.

Especially now, outdoor activities have different meanings from the social level, whether walking in the park or participating in environmental activities in the city, "Whitney said." to know, this is a great opportunity for them to explore their daily life and do it from a new adventure perspective.

In fact, that's our vision -- adding novelty and adventure to every day of the consumer.

From this brand

According to the account, Tim Pak Lan's positioning is a group of very special adventurous lovers who meticulously modify their photos in Instagram and shop only in supermarkets at organic farms.

These people also look young, and at first they are very artificial.

"There are probably two main factors.

In November this year, Jeff Fromm of Futurecast, a marketing research firm, told Business Insider that "on the one hand, millennial generation likes practical brands, and some brands do have great uses in terms of their design and use functions. On the other hand, millennials also like to find more valuable things from those daily necessities, some of which can meet their needs."

Whitney firmly believes that the tradition of Timberland adds to its appeal.

"Timberland is a brand with a tradition of 40 years. I firmly believe that you can see from the young consumers now that they appreciate the brand that has a unique cultural heritage."

He said.

For a long time, Timberland has focused its growth on traditional pillars, such as developing its male and female sandals, increasing the quality of men's clothing and focusing on the Timberland series.