How Do Domestic Brands Compete For Foreign Brands?

< p > the change of terminal marketing mode is closely related to the construction of < a href= "http://www.91se91.com/news/index_x.asp" > brand < /a >. The higher the awareness of the brand market, the easier it will be for the shoe companies to expand their channels and terminal marketing. When the Adidas brand entered the Chinese market, it made a long-term strategic plan to seize the commanding height of the brand and expand to the two or three line market. And domestic brands will have a comprehensive market strength through brand marketing promotion after gaining a firm foothold in the first two or three line market and occupying considerable market share. For example, Lining's strength in the second tier cities, while Anta, Jordan, del Hui and other Jinjiang footwear enterprises from Jinjiang, Shishi, Yiwu and other three line market force. < /p >
In terms of market share, our marketing mode of < a href= "http://www.91se91.com/news/index_x.asp" > shoes enterprise < /a > is quite different from that of foreign countries. Our country lacks the core marketing strategy for brand building. Many footwear brands expand their market capacity mainly through terminal channel construction and network sales construction, P. Such as Anta brand. In a situation that can not compete with foreign brands, by digging deep at the county level market, reducing the sales focus, speeding up the opening speed of stores under the line, and guiding dealers and agents to suppress competitors from the scale and quantity of Anta stores, the women's sports shoes of the three line are one of the most popular shoes for female consumers. The way of "provincial distribution agent + regional distributor" successfully helped Anta develop the national sales network. In just a few years, it quickly opened thousands of terminal stores and occupied the three line market. < /p >
< p > not just Anta, bulls giant bull, gold lake and other brands have also joined the dealers to improve sales coverage nationwide. The weakness of brand awareness makes it difficult for the two or three line brands to make market awareness. It was not until the late 90s of last century that the brand awareness of Chinese shoe companies began to awaken. In order to enhance the popularity of the brand, Lining, Anta, PEAK, Binxing and other domestic sports brands have made famous brands through the traditional marketing methods of advertising and celebrity endorsements. < /p >
In twenty-first Century, China's shoes and clothing enterprises reached an unprecedented momentum of development, especially the development of "a href=" http://www.91se91.com/news/index_x.asp "sports goods < /a > market. With the rise of China's sports industry, athletes who have won championships in the Olympic Games and world championships have become household names. Sports brands seize the "celebrity effect" characteristics, engage sports stars endorsement, and quickly enhance brand awareness and influence. For example, Anta's cooperation with Chinese table tennis and the cooperation with Sydney Olympic champion Kong Linghui have greatly improved Anta's brand sales. The improvement of brand is one of the key factors to increase sales, but the terminal reform of the channel is also crucial. Let customers have different brand experience, not only rely on brand promotion, terminal marketing mode also needs to keep pace with the times. Especially with the rise of e-commerce, the electricity supplier channel has become a new sales channel, such as PEAK official mall has become PEAK's most important sales channel. Online shopping is becoming increasingly important in the minds of consumers. It also puts forward higher requirements for the brand marketing of shoes and clothing enterprises. < /p >
< p > the traditional way of "acting as a big distributor" does play a significant role in promoting the early expansion of the offline market. However, when the brand stores reach a certain scale, in the face of competition from other brands, we must consider what creative marketing methods are used to attract the attention of consumers, so that consumers can have a unique shopping experience through personalized design of products. For example, in the Chinese men's shoes brand Daquan, leather shoes and sports shoes are the two major categories, but the homogenization of products is serious. In the sales process, if we can find out the target customer positioning and product mix strategy, we can make consumers have completely different brand experience. For example, when consumers purchase leather shoes online, the product promotion strategy should be used to help consumers understand products better. But in the actual marketing process, many agents or e-commerce platforms recombine their products according to their own criteria, making the original product strategy impossible to implement on the ground, so that the "a href=" http://www.91se91.com/news/index_x.asp "consumer > /a" produces a subjective view of the product. < /p >
< p > the existence of homogenization of goods makes the terminal marketing more difficult. But in another way, assume that the brand's goods are unique. For example, although the style of Adidas shoes is not much different from that of most sports shoes, the popularity of famous brand has greatly improved, and the competitiveness of other women sports shoes. < /p >
"P", while Daphne has diversified styles, covering various styles, all kinds of shoe upper materials, all kinds of shoes and boots with various colors and heights. It can meet different fashion needs and be supported by young female consumer groups. On the brand of women's shoes, the proportion of Daphne's sales is gradually increasing. Daphne's strength in the footwear industry means that the company will develop towards multi brand and multi category, and create a high-quality user experience. Especially in winter, women's boots are more popular among women who are attracted by beautiful women. They become an indispensable fashion element for women's dress and wear this winter. Daphne boots have become a new choice for many young women's fashion shopping. They are a fresh and active force for footwear business. Daphne's constantly changing marketing methods have played an important role in boosting the development of brand. < /p >
< p > experts believe that the traditional sales way is out of date. In the marketing mode change, do not interfere with a series of marketing strategies such as target customer strategy, product promotion strategy, brand promotion strategy and so on. At present, shoes and clothing enterprises should be the core to create a complete and mature terminal marketing system. < /p >