Network Integrated Marketing Strategy Of Brand Shoe Enterprises

A large part of shoes of Nike, Li Ning and Anta are OEM. Build brand personality and brand value through market segmentation; Through the operation of subdividing market, strengthen the concept and personality of subdividing market, realize the recognition and aspiration of consumers, so as to achieve the brand's market share.

A large part of shoes of Nike, Li Ning and Anta are OEM. As far as the capacity and production level of its manufacturers are concerned, the difference is not very big. Many enterprises in Jinjiang can produce most shoes of Nike, Adidas, Li Ning and Anta at a ratio of 1:1, but the market prices of Nike, Li Ning and Anta are obviously stepped up.

Many people support the view that the purpose of brand building is to achieve the growth of product sales and increase the added value of products. Reduce the marginal cost of products through the growth of product sales, and improve the profitability of the brand by improving the added value of products. But in many cases, brand building cannot achieve these two goals at the same time, because these two goals are contradictory or even conflicting to a certain extent.

Rolls Royce is a top brand in the world, but for such a brand, it is difficult to achieve the promotion of product sales and product added value at the same time, so it must choose one from the other. Therefore, Rolls Royce chose the latter brand - the purpose of brand operation is to enhance the brand's market awareness and enhance the brand's added value.

Rejoice is also a very good brand of P&G in the daily use category, but the daily care Rejoice is only 9.9 yuan. For such a fast moving consumer goods brand, improving added value will inevitably have an impact on sales. Therefore, for brands like Rejoice, the purpose of brand operation is to increase the market share of products and reduce the marginal cost of products through the promotion of product sales.

From the above two cases, it seems that the increase of product sales and the increase of brand added value can not have both. In fact, it is not the case. A large part of Nike's shoes are OEM produced in China, Li Ning's shoes are OEM produced, and Anta's shoes are OEM produced through alliance enterprises. In terms of their manufacturers' capacity and production level, the difference is not very big. Many enterprises in Jinjiang can produce most of the shoes of Nike, Adidas, Li Ning and Anta at a ratio of 1:1, but the market prices of Nike, Li Ning and Anta appear obvious ladder.

For homogeneous products, brand competition is an important dimension to get rid of low-level product competition, build brand differences through brand competition, convey unique brand values through brand differences, and guide a life attitude and life proposition through brand values. Therefore, it is not simply the quality of the product that really improves the added value of the brand, but the value of the brand, a life attitude that the brand is marketing.

Why can a brand become a representative of a life attitude or lifestyle? The first is market segmentation. Different brands meet the needs of different market segments, and brands strengthen the ownership of market segments; Secondly, different brands meet the needs of different social strata, and brands strengthen social stratification and social hierarchy; Moreover, the brand concept is closely related to the lifestyle of consumers, and the brand concept strengthens the self-expression of lifestyle. So brand marketing is marketing a kind of life attitude, a kind of life philosophy, a kind of life style.

　　 Market segmentation and brand Marketing

With the development of society, the traditional mass market is constantly disintegrating, forming many fragmented market segments. For example, people of different ages form a market segment with age as the core; People with different working patterns form a market segment with occupation as the core... Therefore, based on various dimensions such as demography and consumer lifestyle, the mass consumer market is increasingly disintegrating, forming more and more fragmented markets.

In the traditional marketing environment, consumers' consumption mentality stays at the level of product consumption. The premise of product consumption is functional demand, so whether men, women, old or young, their purchase of products is based on whether the products can meet their functional expectations. Therefore, no matter what brand of toothpaste can be brushed and cleaned, consumers' purchase of products is random.

However, there are more and more toothpaste manufacturers in the market, and more and more toothpaste is sold in the market. If consumers still choose products randomly and accidentally, it is unfair for some manufacturers. So at this time, some manufacturers began to fight a price war, hoping that low prices would become a reason for consumers to choose. However, price war is a vicious competition within the industry, and its result cannot promote the healthy development of the entire industry, At this time, the market segmentation strategy began.

Consumers also began to have personalized needs, so brand operators began to dismember the mass market, and then chose the market segments that were most conducive to their own market competition and development to launch an offensive. At the same time, through brand operation, the dignity and individuality of the market segment are strengthened. It is hoped to achieve consumer recognition and recognition of this market segment, so that consumers have a sense of worship and belonging to this market segment.

Build brand personality and brand value through market segmentation; Through the operation of subdividing market, strengthen the concept and personality of subdividing market, realize the recognition and aspiration of consumers, so as to achieve the brand's market share. Therefore, the interaction between brand marketing and market segmentation constitutes the change of the current marketing environment. To build a brand into an identity symbol and representative symbol of a certain market segment is an important way to enhance the added value of the brand.