Integrated Marketing Strategy Of Brand Shoe Enterprises

Most of the shoes of Nike, Lining and Anta are OEM.

Through market segmentation, the brand personality and brand value can be constructed. By dividing the market operation, the concept and personality of market segmentation should be strengthened, and the recognition and yearning of consumers can be realized, so as to realize the market segmentation of brands.

Most of the shoes of Nike, Lining and Anta are OEM.

As far as the ability and production level of manufacturers are concerned, the difference is not so great. Many enterprises in Jinjiang can produce most shoes of Nike, Adidas, Lining and Anta according to the proportion of 1:1, but the market prices of Nike, Lining and Anta show obvious ladder.

Many people support the view that the purpose of building a brand is to increase sales and increase the added value of products.

Through product sales growth to reduce the marginal cost of products, enhance the profitability of the brand by enhancing the added value of the product.

But in many cases, brand building can not achieve these two purposes at the same time, because the two purposes are contradictory or even conflicting to a certain extent.

Rolls-Royce is a top brand in the world, but for such a brand, it is difficult to achieve simultaneous sales promotion and value-added enhancement.

So the brand of Rolls-Royce chose the latter -- the purpose of brand operation is to enhance the brand's market awareness and enhance the added value of the brand.

Rejoice is also a very good brand in Procter & Gamble's daily necessities, but the daily care is only 9.9 yuan.

For such a fast moving consumer goods brand, enhancing the added value is bound to have an impact on sales volume.

Therefore, for the brand like rejoice, the purpose of brand operation is to enhance the market share of products and reduce the marginal cost of products through the promotion of product sales.

Through the above two cases, it seems that the promotion of product sales and the enhancement of brand value can not be achieved either.

A large part of Nike's shoes are made in China by OEM. Lining's shoes are also produced by OEM, and a large part of Anta's shoes are also produced through the OEM of alliance enterprises.

As far as their manufacturers' capabilities and production levels are concerned, the difference is not so great. Many enterprises in Jinjiang can produce most shoes of Nike, Adidas, Lining and Anta according to the proportion of 1:1, but the market prices of Nike, Lining and Anta appear obvious ladder.

For homogeneous products, brand competition is an important dimension to get rid of the low-level product competition. Through brand competition, the brand difference is constructed, the brand unique brand value is conveyed through the brand difference, and a kind of life attitude and life advocate are guided by brand value.

Therefore, the real enhancement of brand value is not only the quality of the product, but the value of the brand, and the marketing attitude of the brand.

Why can a brand become a representative of life attitude or lifestyle?

First is the market segmentation, different brands meet the needs of different market segments, brand strengthens the subdivision of market segments; secondly, different brands meet different needs of social strata, brand strengthens social stratification and social level attribution; furthermore, brand concept is closely related to consumers' life style, and brand concept strengthens self-expression of life style.

So brand marketing is marketing a life attitude, a life concept and a way of life.

　　市場細分與品牌營銷

With the development of society, the traditional mass market is constantly disintegrating, forming a large number of fragmented market segments.

For example, people of different ages form a niche market with age as the core area; people of different working styles form a niche market based on occupation.

Therefore, based on the demographic and consumer lifestyles and other dimensions, the mass consumer market is becoming more and more disrupting, forming more and more fragmented markets.

Under the traditional marketing environment, the consumer's mindset stays at the level of product consumption. The premise of product consumption is functional demand. Therefore, regardless of age, men and women, their purchase of products is based on whether products can meet their own functional expectations.

So no matter what brand of toothpaste, it is good to brush your teeth and clean it. Consumers buy products randomly.

But there are more and more toothpaste manufacturers on the market, and more toothpaste is sold on the market.

If the consumer's product purchase is still random chance choice, it is unfair to some manufacturers, so at this time, some manufacturers began to price war, hoping that low price would become a reason for consumers to choose, but price war is a kind of vicious competition within the industry, and the result can not promote the healthy and healthy development of the whole industry. At this time, the market segmentation strategy began.

Consumers are also beginning to have personalized demand, so brand operators begin to dismember the mass market and then choose the most advantageous market segments for their own development.

At the same time, through the brand operation, we will strengthen the dignity and individuality of the market.

We hope to achieve the recognition and recognition of consumers in this segmentation market, so that consumers can have a sense of worship and belonging to this market.

Through market segmentation, the brand personality and brand value can be constructed. By dividing the market operation, the concept and personality of market segmentation should be strengthened, and the recognition and yearning of consumers can be realized, so as to realize the market segmentation of brands.

So the interaction between brand marketing and market segmentation constitutes the current change of marketing environment.

It is an important way to promote brand added value by making brand as the identity symbol and representative symbol of a subdivided market.