Branding Of Shoes And Clothing: Both "Win" And "Profit"

The so-called good use of the ancient soldiers can make the enemy's back and forth incompatible, and they do not depend on each other. They are not to be saved.

It is not right to profit but to move.

Sun Tzu

When a "goat" finds a fertile grassland and eats fresh grass there, the flock of sheep will rush up and scramble for the grass, without seeing any other better grass.

This is the herding effect.

After the success of the KAPPA brand in China, the business of Quanzhou has begun to follow suit in the Chinese sports wear and footwear industry.

There are four ways to look at the process of brand development in Quanzhou Enterprises: one is self created brand, the cost is high, and it needs persistent tenacity; the two left hand creates brand, the right hand acts on foreign brands, and walks on two legs, but the reality is not necessarily ideal; the three is the multi brand management company acts as a proxy for many foreign brands, so as to make the resources share and maximize the interests; the four OEM enterprise (OEM) begins to act as a sole brand and carry out a magnificent pformation.

So they seek the global brand network brand agent at any cost, and build brand growth according to their own ideas, and dream brand brings all kinds of success and glory.

Seeing the essence through the phenomenon, branding is the way that enterprises have to read.

The branding of Quanzhou enterprises (single brand or multi brand operation) is based on the international two or three line brand.

Although there are many ways of branding, this method can be regarded as a good way.

Therefore, no matter what path we use to brand, we must find a good combination point to build and create "profitable brand" as the goal.

Looking at the success of all "profitable brands", the key is to play the following golden keys.

Gold key one: play with products.

KAPPA's success is to design the product of "sports heart and fashion".

Golden key two: play mode.

For example, the three Shu group is to use large brand agents to accumulate its own market, develop the Chinese market, lay a solid foundation for future market and brand, which may open a new model for the development of private enterprises.

Golden key three: playing capital.

BELLE international mergers and acquisitions with big capital clubs.

Today it has 12 brands and acts as an international sports brand.

BELLE has fully integrated the advantages of the industry, from almost all shoes, such as men's shoes, casual shoes, sports shoes, formal shoes and so on, to build a strong industrial value chain and become a giant in shoe industry.

Gold key four: play mergers and acquisitions.

Nike has acquired many brands to operate aircraft carriers through merger and acquisition strategy.

Successively bought Cole Haan, Bauer, Hurley International and Converse and other companies, rapidly expanding the size of the enterprise, elongating the product line.

Nike founder Phil Knight also publicly acknowledged that acquisition is a big stick for Nike to crush its opponents.

Golden key five: play strategy.

Anta set up a frontline company, acting Adidas and KAPPA, winning the listing with the concept of gambling.

Now Anta intends to sell it to focus on its own brand business.

Golden key six: play the subdivision.

Daphne diluted the Daphne 18 and Daphne 28 brands according to the breakdown of customer groups.

Golden key seven: play the learning power.

The XTEP group has acted as an agent for the "Disney Sports" and "Colin" in the United States, integrating international resources, learning the cultural characteristics of international brand strategy management, teamwork, quality management, brand operation and enterprise management refinement, and changing its extensive management mode.

Winning is the ultimate goal of all competitions, and profit is the important driving force and inevitable result of market economy.

So the process of establishing profitable brands is discovery, maintenance, growth and profitability.

The scope of branding extends to outdoor sports, fashion sports, fashion life, leisure sports and children's shoes.

It can be seen that the realization of brand equity by integration is the golden key of all - global brand network.

Expert analysis shows that less than 5% of the products can be pformed into brand names.

At the same time, there are many policing words that many children may not be blessed with.

But as long as we broaden our horizons and find a combination of three aspects of profitability, accountability and sustainability, and at the same time, free play with the seven golden keys, we can create "profitable brands" and deduce all kinds of brand operation legend.

Quanzhou enterprises should aspire to be the "leader", smash the herding effect, play the whole alloy key, and achieve Branding: both "win" and "profit".