China's shoe brand into a short board needed bigger and stronger
HC shoe net October 22 hearing, in recent years, relying on a complete industrial chain of mature, low-cost raw materials and labor advantages, such as Shoe Have mushroomed in Shoes Market where they stand, everywhere. Some OEM products Shoe Enterprises to improve their overall strength, in self-exploration create a brand, but most of these brands in the "struggle" disappeared after a few years, and can strike deep roots in too few, not to mention the international competitiveness of the . This "short board" for the loss of a lot of Chinese shoe market, seriously hampering the progress and development of shoe.
Fudan Marketing Head Jiang Qingyun that make the brand is divided into three stages, one never has the brand to brand, brand identity or identity to solve the problem; second is to solve the brand-building and accumulation of assets; third is how to become a strong market brand to create more value problems. The vast majority of Chinese shoemakers are still only at the first stage, though they have the brand, but the brand value is very small, less influential. For instance, Fujian Jinjiang-made shoes with the United States Nike Although only a thin shoe manufacturing costs a few cents, but both in the international market price has almost 10 times, even greater, this is the difference between the brand, which makes Chinese shoe is always at the bottom end of the international industrial chain.
Chinese shoe is the most important task is to create a brand can be based on the industry to expand domestic and foreign markets. The face of economic crisis, foreign enterprises competing to occupy the Chinese footwear market, which Chinese shoemakers face enormous challenges, but also have more opportunities. Some strong grasp of Chinese footwear enterprises time machine, to overseas bargain-hunting, attempting to use a foreign brand to improve corporate image and visibility strategy for the implementation of the international foundation. For example, the recent acquisition of incidents Pierre Cardin has ignited. From another perspective, the acquisition of foreign brands also means that Chinese shoe enterprises, the lack of competitive brands. In fact, branding is a long-term cumulative process, companies can not be achieved, need to complete the strategic plan.
Identify the brand positioning. Brand positioning is similar to the other to distinguish products or services, a unique brand personality and image to consumers recognized and accepted, in the range of products stand out. Prior to the positioning shoe, first through a series of market research, according to the needs of target markets, develop products to meet different consumers, but also do brand names, trademarks, designs, slogans, and other basic activities, identify the brand brand positioning campaign for the full implementation ready.
Build brand differentiation. Shoe brand to cut a striking figure in the market, we must create brand differentiation, only the distinctive features make it easier to attract the attention of consumers. As living standards improve, people's demand to improve, then more and more refined so that the consumer market. For the shoe industry, there is no difference with other brand that is very easy to be replaced. Shoe want to create brand differentiation, should focus on quality, price, technology, packaging, service and other aspects of diversity, this brand was irreplaceable, can you stand in the market.
Enhance the brand value. Brand competition in the final analysis is the product of competition, only the perfect product to take root in people's minds. Shoe not only to constantly improve product quality, increase value-added products, as well as from technological innovation, ideas to enhance, optimize the quality and service aspects such as sound, and increase brand propaganda, fired the reputation of the brand. Meanwhile, the rich Corporate Culture Content, so that more consumers about company, which establish a corporate image, enhance brand value.
Of course, brand building also needs government support and interest of those Cooperation Only through the tireless efforts of enterprises and relevant coordination in order to forge a good brand.
Brand, is expanding the market, continued to be the major competitiveness of Chinese shoes enterprises need to focus on brand creation and building the brand bigger and stronger, not only to target the domestic market, it should also take on the vast ambition the international market, the brand is no longer a shoe that hinders progress and development of the "shortcomings", but to become dominate the market, increase strength, to participate in international competition, promote the comprehensive development of a business advantage!
I am China Products writer, reports some information about bathing ape shoe , daewoo lanos auto parts.
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