The reason why New Balance is buying fewer and fewer people has a lot to do with the current shoe market and its own product barriers. Let's talk about the embarrassing shoe market of New Balance. New Balance is very popular in China. First, the market competition of sports shoes was not fierce at that time. For ordinary consumers, Nike and Adidas are the first brands in China, followed by the less popular third-tier brands. When New Balance entered the China market with the slogan of "President's running shoes", it directly impacted the mainstream markets of Nike and Adidas. The running shoes that American presidents put on at once have enhanced the brand value and influence of New Balance. Moreover, the price of New Balance is lower than that of Nike and Adidas, which is acceptable to most domestic consumers. In addition, at that time, the major hosts and stars were queuing, which led to the rapid expansion of the new balance market and became a popular explosion. Suddenly, people all over the street put on these new running shoes. It coincides with the rapid development of online shopping platform and the rapid rise of fake goods market, so the most popular New Balance has quickly become a high-risk shoe for fake shoes because there is no technical barrier. Just like yeezy, people wear it all over the street. What's more, because New Balance is so popular, many fake shoe brands based on the translated name of New Balance were established in China, which led to the whole market of New Balance being divided up by fake shoes and its reputation declining. In addition, because the style of New Balance has been updated slowly in recent years, there has not been much improvement in technology. New Balance has a single style, which is difficult to satisfy consumers' unconventional mentality. Coupled with the gradual rise of brands of the same grade, New Balance has more and more competitors in the market. Puma, Skye, Li Ning and Anta constantly occupy the market of New Balance. The foot feeling and comfort that New Balance should be proud of have also been surpassed by major brands, leading to the gradual loss of its product advantages. The feet are not as good as Adidas Nike, the shoes are single in shape, and fakes are rampant. Today's New Balance is naturally difficult to win the favor of young people.