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Chinese Shoe Companies Still Need To Work Hard To Build Brands.

2010/8/4 15:39:00 70

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Highly homogeneous products

It has become a household word. Casual walks into footwear exhibitions and shopping malls, in addition to packaging and labels, are of no difference in quality.

This is also unavoidable, because China is a

Big shoe industry

According to the survey, there are 7200 enterprises engaged in shoe production in the whole country, and 1 million 600 thousand of them are employed.

The annual output of shoes is 6 billion pairs, accounting for 53% of the world's total output, accounting for 60% of the world's shoe exports.

With so many bases.

In fact, however, China is not a powerful shoe industry, but footwear exports can only be sold at low prices.

Consumer

The demand for a pair of shoes is just a few, one is the pursuit of product interests, and the other is to enhance the identity needs through brand.

Similar to Kangnai and AOKANG, shoes that have been built for over a decade have not been seriously hindering the quality. However, what matters most is that although these brands sell directly to foreign brands, they can hardly give consumers the same brand pursuit in terms of their spiritual value.

This means that as long as foreign brands can slightly lower profits on prices, then we can imagine how to deal with domestic brand shoe enterprises.

Therefore, how shoe companies really do well in "Chinese brand" needs more pformation and efforts.

First, the shoe enterprises should be clear about their own positioning, that is to say, the level of consumption of the brand and the type of target group. Brand consumption attributes, brand core demands and other related brand building projects must have their own personality and ideas, not follow suit. Your brand is called "X step", and my brand is called "XX step", playing word games.

Your target consumer group is targeted at teenagers, and I am also targeting young people. Such an uncharacteristic brand is a hollow trademark.

Therefore, when implementing brand strategy, footwear brand enterprises should focus on mining the core characteristics of enterprises, forming brand personality and forming brand unique USP.

In the era of homogeneous products, consumers' consumption habits will turn to the important basis of choosing brands for consumption.

Second, Chinese shoe companies must establish their own R & D teams.

To establish a distinctive brand image, Chinese brands must first take off the hat of cloning.

An imitator of an industry will never be the leader of the industry. It will always be a second rate follower. Only the innovator will have the chance to become the leader of the trend and become the leader of the new era.

Finally, Chinese brands must also broaden their global vision, define themselves as a brand with unique characteristics, and actively absorb first-class research and development resources, so as to enhance their product research and development advantages.

Chinese shoe enterprises only use technology to improve the added value of products, create corporate image by marketing means, enrich the connotation of cultural products and brands, publicize them with a wide range of publicity, and strengthen honesty, trustworthiness and good after-sales service in order to create a good brand and achieve brand commitment.

Editor's comment: brand image is the embodiment of the core value of an enterprise, and also the embodiment of competitiveness. It is a magic weapon for the survival and development of enterprises. But how to create a brand image suitable for itself is not only achieved by improving the quality of products and optimizing the marketing mode of stores, but not by a day's brand image. Instead, it requires a long-term effort to require the brand to start from every detail to achieve the purpose of a strong enterprise.