Look At Chinese Brand Marketing From Leap Shoes
The brand of leap shoes, which has long been eliminated in China, is now rejuvenated by the operation of a European Frenchman.
Hollywood stars are pedaling "leap" shoes in all kinds of fashion media. European and American shopping malls are full of "sneakers" on the counters, and become the favorite of young consumers pursuing cool sense.
Although the "leap" shoes go out of the country and shine brilliantly, however, it is not a national enterprise that earns money.
It is reported that the French businessman Buster bought out the exclusive right of "leaps" shoes abroad, and even "FEIYUE" was registered by the French side.
At present, the "leap" old factory has already moved to the outskirts of Shanghai because of heavy losses, while factories are more willing to work for international famous shoe brands at lower prices, but they are reluctant to develop new models.
The "leap" has not been registered as a trademark at the end of the year, although its right of belonging at home is still in the great Bowen shoe industry, but small workshops all over the country are producing shoes with "leap" marks, which have caused the "leap" market price ranging from 12 yuan to 26 yuan, and the quality is also uneven.
The old workers who had made "leap" still remember that in the workshop where the glue was filled with the sound and the machine was ringing, a pair of "leaps" had to pass through many ways such as the bottom, the pressing, the thread drawing, the brush and so on to make the shoes. The shoe was glued to the sole of the shoe, and then the machine was sutured without any mistakes.
A businessman who sold "leap" said: "because the shoes are not up to price, that set of rigorous craft has been thrown to the back of the brain, the soles breaking and opening the glue have become commonplace."
China has good products and profound cultural connotations. It's just that our manufacturers can't pack them, so a pair of shoes. Chinese people wear it to a big size from a young age. They think it's just a pair of shoes. But foreign manufacturers give it the meaning of flyfoward and the label of Chinese Kung Fu. It feels totally different and starts to become popular in Europe.
We lack the two most important things: first, marketing and brand culture, and the two is a strong sales network.
FEIYUE's popularity is backed by strong capital.
The concept of brand does not pay enough attention to Chinese people.
Notice that brand is intangible assets, and sometimes even exceeds tangible assets. The same package has a NIKE logo and no logo. The price is very different. This is brand effect.
Give a product a concept, the price is several times the same product, and later packaging propaganda and promotion is much less.
Leaps and bounds in French manufacturers tell the legendary stories of Chinese old brands to European consumers who are quite unfamiliar to them, such as decades of history, such as their special features as special training shoes for Shaolin monks.
As a result, a historical story about Shaolin has appeared on the sales website of the flying shoes.
And in this advertisement, one person is wearing the Chinese Kungfu silhouette of flying shoes, and has a large text in the background Shaolin Kung Fu.
Thus, if we want to turn from "MADEINCHINA" to "CREATEDINCHINA", only if China's manufacturing industry establish brand awareness, establish brand culture, attract excellent marketing talents, form a truly high-quality and highly efficient guild, avoid malicious competition, and form resource integration, will it be possible to change the whole situation.
- Related reading
- Industry dialysis | Cotton Price Crazy &Nbsp; Fabric Enterprises Change
- Footwear industry dynamics | Shoe And Garment Industry Is Developing Vigorously And Informatization Is Unstoppable.
- Global Perspective | Japan Is Optimistic About The Development Prospects Of Industrial Textiles
- Shoe Market | "Hole Shoes" Again &Nbsp &Nbsp; Businessmen Take Advantage Of Illegal Profits.
- Footwear industry dynamics | Children'S Shoes Three Bases Cross Regional Cooperation To Achieve Complementary Resources Advantages
- policies and regulations | Taiwan Attaches Importance To Textile Supervision, Causing Shishi Enterprises To Attach Importance To It
- Power flow analysis | Summer Wear Sets Off A Beautiful Wind "Leopard"
- Star wardrobe | Celebrities Get Together And Wear LV&Nbsp; Louis Weedon's Artistic Journey.
- Shoe Market | Sales Of Outdoor Footwear, Clothing And Other Products Increased Significantly In The United States
- Shoe Express | Outdoor Shoe Brand Pathfinder Promotes Special Event Marketing
- PPG Shirt Creates Network Sales Miracle
- Management Innovation Highlights "China'S Path"
- Simple Is The United States: The "Shaolin Temple" Of Clothing Chain.
- Changde Textile Machinery Develops Skills Competition Of Assembly Work
- The Analysis Of China's Sewing Market Is Customer Centered And Service Creates Value.
- Announcement Of The First Batch Of Certified Products Recommended For Standardization In Sewing Machinery Industry
- Looking Forward To The Development -- Looking At Sewing Equipment Exhibition
- 2008 The National Conference Of Sewing Machinery Industry Association Was Held In Hangzhou.
- Thailand Textile Industry Will Expand Export To EU Market
- Japanese Apparel Enterprises Strengthen Retail Business In China