The Era Of Shoe Making Will Come

2008 financial crisis Sweeping the world, many domestic enterprises have fallen in response to the call, leaving strong enterprises are actively moving to the domestic market, taking advantage of the current market downturn, vigorously carry out various channel construction, to lay the foundation for the overall promotion and promotion of their brands.

Thus, overnight, a variety of "new generation brand" will emerge, as if another“ Brand making era ”Coming. Even Xiamen Luda, Fujian Province's largest and long-term exporter of plumbing and sanitary ware, will launch its own brand next year and turn to the domestic market.

Some people say: the brand does not rely on economies of scale, but by Deep economy 。 Even if it is a small enterprise, if the marketing means is good, still can manage the brand very well. So, what can be considered "deep economy"?

Marketing circles often say: "do sales in peak season, do marketing in off-season." Can the current industry depression be regarded as a "great off-season"? In the off-season, it is a good opportunity to do the brand, strengthen the brand publicity, market research, product positioning design and other links, but what does the brand rely on? In addition to the need for various channels of strength, I am afraid that publicity and promotion is the most important.

Entertainment and sports have always been the two most promising "golden fields" of brand marketing. A few years ago, there were a lot of manufacturers looking for stars to shoot advertisements as image spokesmen. Ye Maozhong, a famous planner, helped Quanzhou enterprises to do this. He thought, "star advertising is the cheapest." Chinese consumers are generally not very confident and need the guidance of opinion leaders, and stars play the role of opinion leaders to some extent.

Advertising with stars reflects the strength of the brand to some extent. Therefore, many enterprises do not hesitate to hire big stars as image spokesmen. Dali food group alone has hired more than a dozen domestic famous stars including Jay Chou and Chen Daoming as its product spokesmen.

Looking for stars is to borrow strength, borrow famous stars to enhance brand awareness and promote product sales. There is a famous advertisement saying in men's clothing dyed with brand: "men should be cruel to themselves." In order to express a man who is facing the challenge, ranpai invited Jet Li. Through Jet Li's deduction, daipai successfully completed the brand personality molding of "be cruel to yourself", which won the recognition of the target consumer groups.

Involvement in influential sports events at home and abroad is the most popular and important marketing method of sports brand in recent years. In recent years, numerous well-known sports events sponsored by Tebu, Anta, hongxingerke, peak and other brands are like a tsunami, which has formed a strong impact on the traditional brand marketing mode of China.

After the Olympic Games, the consumption of sports goods will continue for a long time, which is regarded as a good opportunity to upgrade by many second-line sports brands. Just after the Olympic Games, peak signed the dream eight Team Captain Kidd as its global image spokesman.

It is understood that peak signed the contract with "ares" Liu Yudong in 2002 to promote cost-effective products, seize the domestic second-line market, and occupy 17% of China's basketball shoe market share; in 2006, it signed with NBA Battier and now signed with Kidd, which is gradually deepening to the international brand.

A brand director said that in the past, most of Minnan brand perceptual operation, now we should leap forward from perceptual operation to rational analysis, actively learn successful experience from international brands, and strive to proceed from reality.

From the reality, that is, from the sales performance (data), whoever brings the heat effect will be sought after. So called brand“ Deep economy ”On the basis of defining the brand positioning, we should adopt the most appropriate brand operation mode, quickly find the gorgeous stage that can fully show ourselves and seize the market share.

Editor in charge: vivi