How Does Jinjiang Shoe Enterprises Do Well In Local Marketing?

Jinjiang is a famous brand city in the whole country, but the brand consulting service for Li Lang, 361 degrees, and nine Muwang is the big name planning company, such as Ogilvy and the East.

It is understood that the current local marketing planning companies feel that the scale is generally small, the overall competitiveness is not strong, can only cooperate with the 4A company to implement, "fight to start", the current situation is embarrassing.

On the afternoon of 19 th, the "Jinjiang Brand Marketing Association" was held, and the participants of the conference launched an in-depth discussion on the development of the local marketing planning industry.

Price war: planning fees are not enough.

In Jinjiang, the billboards of branding companies can be seen everywhere on the roadside, but it is rare for planning and marketing agencies to advertise locally.

Some people at the scene suggested that planning companies do brand image every day, but their brands are not playing enough.

"Strengthening the image design of our company is very important."

Wang Jincao, general manager of Culture Communication Co., Ltd., said, "now many local planning and marketing enterprises have not set up their own brands, and some even have no websites of their own companies."

Speaking of the deep reasons that affect the upgrading of local marketing planning, Zhuang Jianhua, from the brand promotion planning agency of Hongkong golden wheat field, suggested that vicious competition had affected the development of local planning companies.

"Some companies even do 50 thousand or 100 thousand. To be honest, it's not enough to ask an expert for such a fee."

Zhuang Jianhua said.

He believed that some local planning agencies competed in a bid to lower prices. However, low level competition could not guarantee the quality and quality of customer service, and it was also harmful to its own development.

Market segmentation: creativity is not about accuracy.

At present, a major threat faced by local planning companies is "foreign monks".

With the growth of local brand enterprises, some well-known enterprises are more inclined to seek cooperation with planning agencies in Shanghai and Guangdong, and international 4A advertising companies. Under such pressure, how can local planning companies seek greater room for survival?

In this regard, CEO Lu Yao, a Shanghai City Culture Communication Co., Ltd., said that the advantages of international companies such as Ogilvy and Mae are that they have a broader vision and resources and can "carry out systematic work in 360 degrees".

"But the space of local companies is still very large.

Large enterprises do 360 degree housekeepers, often manage the "air" and not manage the "ground", "landing" many of the work needs local planning companies to do.

Li Zongwen, chief planning officer of Zong Wen brand consultancy, said at the party that although local companies could not match the scale of international companies on scale, they need not be discouraged.

"The key to marketing is IDEA (creativity). Compared with the famous planning companies such as Ogilvy, the idea of local planning companies is also very good."

He said, "planning companies to use innovative mode to help enterprises, this is not the size of the company, but the idea of precision, mode innovation."

During the meeting, some people suggested that small and medium-sized enterprises also had a large market.

"In fact, several big business customers can not afford to support an organization."

Qin Zheng, Secretary General of the China executives League, said: "the development of small and medium-sized enterprise customers is the only way to achieve sustainable operation. We can not just rely on several big business customers to support the sustainable development of an organization."

Looking forward to Alliance: seeking cooperation and standardizing the market

How to solve the problem of price war in the industry and jointly expand the market?

"If a local planning company can develop itself into an alliance or self-discipline, it will be better to develop interaction."

Zhuang Jianhua proposed.

Many people agreed with Zhuang Jianhua's proposal.

"Local advertising companies and advertising companies are relatively closed, the specific performance is not strong cooperation."

Bai Shuen, an independent advertiser, thinks that

He cited the example of Xiamen's creative industry and said: "there is a 32 creative debate in Xiamen, that is, the creative director of a number of advertising companies in Xiamen. You can sit down and work together to create a creative industry cluster in Xiamen.

Our advertising and planning companies in Jinjiang, Quanzhou lack such an open mind.

It has also been suggested that the strengthening of communication in the industry will help to achieve cooperation and common development among organizations.

The more dramatic part of this party is that the director of cultural communication has just put forward that he is puzzled by the "lack of local public relations events that can be operated".

"I think the integration of resources in the field of smart services should also be coupled with" media dissemination "to form the three party resource integration of" business strategy, artistic expression and media dissemination ".

Qin said that the industry could enhance collaboration. For example, he said, "multi party representatives can appear at the same time in front of customers, enabling customers to enjoy the best professional services in the three fields of" business strategy, artistic expression and media dissemination ", and also help everyone expand the market and avoid risks.