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. "Leap" has not been registered as a trademark in the end. Although it belongs to the big Bowen shoe industry in China, small workshops all over the country are producing shoes with "leap" signs. This has resulted in a "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.
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