Misunderstanding Of Brand Operation In Southern Footwear Industry

Less than P, the cheap labor force has made China's a href= "http://www.91se91.com/" target= "_blank" shoes less than /a. The clothing industry has the absolute advantage of foreign trade. However, with the increase of manpower and price, the advantages of foreign trade in Chinese shoes and clothing enterprises gradually fade away.

When winter chill came from the other side of the ocean, many shoe and garment enterprises in the east coast of China began to fight for the brand in the domestic market.

However, Tan Ru, an observer for footwear industry in China, interviewed in Wenzhou, Hangzhou, Guangzhou, Jinjiang and other places, found that many shoe and clothing enterprises that moved to the domestic market often went into three major erroneous zones when they made their brands.

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< p > < strong > misunderstanding 1: the brand reputation is to spend money < /strong > /p >

< p > "grand prize is money that can be bought."

This seems to be a general recognition of the footwear industry in Wenzhou.

A Wenzhou shoe boss bluntly told the brand observer Tan Ru: "my brand reputation is very high, it is spent selling."

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Jinjiang, with the reputation of "brand capital", the rise of many brands and the invitation of celebrities to become brand spokesmen are closely related to advertising in large sports events. According to the data of CCTV advertising department, the advertising investment of last cctv world cup has invested more than 100 million yuan in the advertisement of Jinjiang shoe and clothing enterprises.

It has also been criticized that Jinjiang shoes and clothing enterprises only focus on image marketing, not focusing on technological innovation and their own internal practice, but this has not changed the fact that Jinjiang brand "short flat quick" has become a fortune. Anta, XTEP, 361 degree, Lu You, Mei Ke, mingle and Philharmonic company dare to invest big price in CBA, WCBA, the National Men's Volleyball League, women's Volleyball League, Table Tennis Super League, extreme sports elite, Trampoline Championship and digital sports, and quickly spread the market. This has also given many people a wrong understanding -- brand reputation can be bought.

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< p > so some shoe and clothing enterprises follow suit to learn the brand of Jinjiang. They also invite celebrities to endorse, and they also take out a large number of banknotes to advertise. As a result, the brand is not erected, but on the contrary, it is heavily indebted.

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< p > > perhaps the world has not forgotten the CCTV King Qin Chi. In 1996, Wang Zhuosheng, who was the master of Qin Chi, proudly declared that "every day he drove into a CCTV Santana, leaving a luxury Audi". He did not listen to the discouragement of Tan Ru, the brand observer. In November 1997 he still won the CCTV king with 320 million yuan "big handwriting". As a result, the reputation of Qin Chi, which was created by 320 million yuan, failed to support the development of the Qin Chi brand, and the result was very tragic.

Later, Wang Zhuosheng exclaimed Tan Ru, the brand observer, "the reputation of the brand is not to be bought with money".

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< p > < strong > misunderstanding two: Wholesale does not need to make the brand < /strong > < /p >

< p > nowadays, the rent of the storefront is rising, the check-out period of shopping malls is slow, the wages of guide buyers are rising, the cost of making brand and image in the shopping mall is too high. Some shoe and clothing brand enterprises have "put aside their shelves" to fight the wholesale market, reduce the investment of brand promotion, and go into the misunderstanding of "wholesale without having to make a brand".

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On the surface, the checkout period of the shopping mall is 45 days, but the wholesale market can see money every day. P

The same amount of money can be turned around 1 times in the mall and 4 to 7 times in the wholesale market, so many Guangzhou shoes and clothing owners feel that wholesale is a wise move. The key to wholesale is products, not related to brands.

Tan Ru in Hangzhou, Guangzhou found that a brand of shoes and clothing enterprises do wholesale, products are better than those without brands.

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< p > China has nearly 60 thousand a href= "http://www.91se91.com/" target= "_blank" > textile < /a > a href= "http://www.91se91.com/" target= "http://www.91se91.com/" > clothing > brand and upper ten thousand shoes brand, most of which start from wholesale, and finally go to the brand road. Why?

< p > existence is truth.

From the wholesale market to the wholesale market and from the wholesale market to the "zero lot market", the shoe and clothing enterprises changed their brands because the wholesale market is thin and competitive, that is to say, consumers pay more attention to brand consumption.

Therefore, the brand observer Tan Ru believes that shoes and clothing enterprises do wholesale is a format, but the brand is "the right path of the world", shoes and clothing products only have a brand, will have a soul.

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< p > < strong > misunderstanding three: brand concept has culture < /strong > < /p >.

< p > at present, the lack of brand strength has become the most serious bottleneck for the development of shoes and clothing enterprises.

We know that brand power is supported by brand culture. It is very difficult to refine the core values and demands of shoes and clothing brands into simple and easy to remember brand information that is easy to spread.

In an interview with brand observer Tan Ru, the boss of Wenzhou shoes and clothing enterprises will call their brands cultural and can recite several concepts and concepts related to their brands.

But these universally applicable concepts do not have brand personality, and can not effectively integrate into consumer culture, and can not form strong brand power.

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< p > brand culture means establishing a clear "a href=" http://www.91se91.com/news/index_c.asp "brand positioning" < /a >, forming a high degree of consumer recognition of the brand in spirit, creating brand belief, and ultimately forming a strong brand loyalty.

The core of brand culture is cultural connotations rather than simple conceptualization.

It represents the lifestyle, values and personality that a brand gives to a certain group of people.

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< p > brand culture is the product of highly unified product and brand spirit.

The concept of several brands is very simple, but building a unique brand core value and having a strong customer loyalty is not an easy task.

This requires long-term efforts, and the need for professionals to refine the operation of the brand and to refine the brand culture. Otherwise, the so-called "brand culture" supported by several ideas can only be hung on the wall, which is full of facade, and it seems that something like this does not have any effect on the sales of shoes and clothing products.

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