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How To Usher In The "New Spring" Of Shoe Industry?

2008/8/30 9:28:00 10

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Entering the famous sports company will speed up the pace.

In a tight and orderly production workshop and busy office area, everyone in and out seems to be racing against time.

This atmosphere makes everyone entering fame and fortune enter into a state of struggle immediately and dare not slack off.

"Enterprises are hard to do now.

From the beginning of the year to the present, the plight of the enterprise has not decreased, so every employee of the name is working harder and always in a state of fighting, hoping to get through the difficulty of the industry as soon as possible.

Mr. Zhao Tao, marketing director of the famous sports company, said.

The shoe industry has entered the shuffle since the end of last year due to various factors, such as rising raw materials, increasing labor costs and appreciating the renminbi.

Director Zhao's words made us understand that the cold winter of the shoe industry seems to have not receded and is still attacking many shoe companies.

How to usher in the shoe industry's "new spring" at an early date is a problem that many shoe companies have been exploring.

Seeking individuality to break through great harmony

According to the survey data of CCTV cable and AC Nielsen, China's sporting goods market, especially the market prospect of sports shoes and clothing, is attractive. It has reached the market scale of 384 billion 100 million yuan, and has maintained a high rate of growth every year.

It is estimated that the scale of China's sporting goods market will reach 496 billion yuan in 2008.

It can be seen that the huge market and high speed market growth rate will bring huge market opportunities to all shoe companies.

But at present, there are many brands in the sports market. No matter from product design, promotion means to marketing mode, they are highly homogenized, and the market competition is fierce.

Especially in terms of products, imitation becomes the trend.

No matter in terms of product style or function, there is a great similarity.

This has led to the fact that most shoe manufacturers' products can not be highlighted in the market.

"Products can be copied, but brands can not be duplicated".

In the face of highly homogenized today, Zhao director thinks so.

The homogenization of products is not terrible. What is terrible is the homogenization of strategy, the homogenization of brand performance, the homogenization of brand concept and the homogenization of brand connotation.

If shoe companies want to stand out in many brands, they must pursue brand personalization.

Chief Zhao said.

When an industry develops to maturity, it will form three top brands, three excellent brands and four excellent brands.

And sports goods have not yet formed the 334 pattern at this stage.

"At present, the prospect of sports market is very large. As long as we have the advantage of concentrating on developing brands, we believe that there is still an opportunity for famous brands to become four good brands in the next three to five years."

Talking about the future development of celebrity, Zhao is confident.

In order to highlight the brand personality in homogenization, the name will accurately grasp the market positioning, and discard the marketing strategy of the majority of shoe enterprises in order to pursue sales volume and obscure the consumption groups, lock the consumer groups into specific groups, and highlight the characteristics of products in order to meet the needs of consumers.

優(yōu)化渠道強(qiáng)化市場

BELLE as a retail giant, its successful channel model has been recognized by many shoe companies.

With the rise of sports retail companies, sports brand operators think that sporting goods chain stores have become partners that they can not go around.

Zhao believes that doing so can better explore the value of the regional market, but also make the channel more flat.

The regional central city has also become the rapid development of sports brand.

Optimizing marketing channels is another important way to "welcome new spring".

In the marketing channel, the name will strengthen the flat construction of the channel.

On the one hand, the company will set up a direct camp mode and set up its own sales shop in the department store so as to narrow the distance between products and consumers.

On the other hand, names will strengthen regional agents.

"Every enterprise has its own characteristics. The key is to find a suitable path for its development.

The main line is the two or three line market. We will grasp this market and make it stronger.

Through market analysis, we will expand the direct sales mode and strengthen the flat channel, which will enable us to grasp the market more effectively.

Chief Zhao said.

品牌推廣不拘一格

In August 18th, Liu Xiang retired from the 110 metre hurdle race due to injury.

In this regard, how to use star endorsement has become a topic of concern for many enterprises.

"Star + advertising" is a common tool for many shoe companies to promote brands.

Especially with the success of Anta's endorsement by Kong Linghui, celebrity endorsement has become a "trick" for shoe companies to fight for brands.

However, there are some risks in celebrity endorsement. How to properly use celebrity endorsements to find effective brand promotion mode is a matter that shoe manufacturers should pay attention to in their development.

In terms of brand promotion, the name will strengthen the brand promotion mode of "soft broad", and make full use of trade magazines, media or networks to promote the full and effective publicity.

"TV advertising has been a powerful way to promote brand," Zhao said.

In particular, the mode of "star + advertising" has made many enterprises taste the sweetness.

However, with the continuous changes of society, TV advertising has gradually become a burden on consumers, and the star effect has gradually weakened.

Consumers no longer blindly choose brands on the basis of celebrities, but are more interested in products or product brands.

Trade magazines or Internet and media publicity will be closer to the needs of consumers.

Clear positioning and advantages

08 the Beijing Olympic Games is not only a sporting event in the world, but also brings new opportunities and greater impetus for the development of the whole sports character.

The success of the Olympic Games has made the "national sports" a trend, and China will also become a big consumer of fashionable luxury sports goods brand.

With the change of people's consumption concept from material consumption to spiritual consumption, sports shoes are no longer just like clothing in the past, but more importantly, they provide people with a healthy life concept and guide people to improve their quality of life.

And sport itself is becoming more and more fashionable.

Fashion and life will become the future development trend of sports footwear industry.

At present, except for ADIDAS, NIKE and other foreign brands occupy the high-end market, Lining and Anta are closely followed by the sports professional market. However, there is no real leading brand in the field of fashion in China.

Therefore, we are committed to building a strong brand of China's fashion movement, and have always adhered to the fashion line, advocating the consumption concept of "fashion movement".

Fashion, sunshine, freedom, comfort and health into the brand.

Survival of the fittest is the natural law of the market.

How to avoid elimination in the market is the concern of the enterprise.

During the reform and opening up, comrade Deng Xiaoping put forward the idea of "adhering to the socialist road with Chinese characteristics" and "development is the absolute principle", making China a world power.

And enterprises can only take the route suited to their own development to stand out in the competitive market, so that enterprises can get out of "cold winter" and usher in "new spring" at an early date.