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Jinjiang Sports Shoes Enterprises Speed Up Pace And Expand Domestic Market

2009/1/14 0:00:00 120

Small and medium-sized enterprises

We should consider the systematic planning of brand building, from headquarters operation to channel planning, then to terminal construction, and finally to consumers' pull. We should focus on these four links and refine them according to the core value of the brand so as to achieve overall improvement.

Buffett once said, "when the enemy is greedy, we need to be cautious; when the enemy is careful, we should be greedy."

Facing the United States

financial crisis

Some enterprises have begun to be cautious. However, some small and medium-sized enterprises in Jinjiang have begun to become greedy. They are also asking the spokesmen to help them. They are also busy opening up flagship stores and accelerating the development of the domestic market.

Jinjiang small and medium sized

Sports footwear

Enterprises have begun to use the "greed" philosophy that goes against the market and open up new territories that belong to their own country.

Although the more financial crisis and industry shuffle, the more likely the market expansion will be, the more urgent it is to pry.

domestic market

The small and medium-sized enterprises in Jinjiang should pay attention to promoting brand not only for sustainable planning, but also for direct efficiency.

Endorser comes on stage to help brands

Suddenly, like a spring breeze in the night, thousands of trees and pear trees are blooming. In recent days, advertisements on the streets of Jinjiang are constantly refreshing.

First of all, the well-known Jinjiang sports brand Sheng lion signed the "silly root" Baoqiang Wang, and then the "born I love you" in the red Xiao Sheng Ethan Ruan was also joined by Gao Lu Jie, the high-profile moves of these brands will undoubtedly pour into a strong heart for the recession and depression.

The reporter understands that the Jinjiang children's shoes brand leopard, who wants to build the brand of China's children's health campaign, is also signing a famous child star in China, and will unveil the mystery after the Spring Festival.

This series of actions, without exception, would like to use the voice of spokesperson to add more color to their brand.

Compared with the blind trend of spokesmen in the past few years, today's brand in Jinjiang is more rational. "When the brand develops to a certain stage, our product itself and terminal construction need to hire a spokesperson to accelerate the pace of brand expansion."

Cheng Liang, brand director of leopard sporting goods Co., Ltd.

According to industry sources, after signing the spokesperson, the ratio between signing fees and promotion fees is between 1: 5 to 1: 10.

Are these small and medium-sized brands eager to pry the domestic market in the cold winter?

"The spokesman for money is the next big investment in the economic downturn, so we need to follow up the plan."

Lin Jinjin, general manager of Gao Lujie Shoes Co. Ltd.

"We want to play the brand by the influence of the stars. We hope that the opportunity to be broadcast in Hunan will be promoted by the help of Hunan satellite TV," I am destined to love you ", so that we can synchronously promote our new endorser, so that the brand of our high road is also popular.

Lin Jinjin said that they will strike while the iron is hot and put the brand advertisement in the TV play "I am destined to love you".

The leopard has also formulated a comprehensive 09 year "three steps", marketing lead, product paving, win the terminal.

"Opening the image spokesman is just the first step."

Cheng Liang emphasized that leopard will also increase its advertising investment in the CCTV children's channel and Golden Eagle cartoon channel. At the same time, we should further strengthen product superiority and ensure the combination of local and foreign advantages to develop a series of products with distinctive leopard styles.

Set up flagship store for investment promotion

Brand promotion is far from enough relying solely on the endorser. The brand promotion project of the system needs not only its own excellent basic skills, but also the essential part of channel laying and terminal construction.

So, self built terminal and brand model shop will become another positive measure for these small and medium-sized enterprises to seek breakout in the domestic market at present.

A few days ago, he just won the ten largest sports leisure brand in Jinjiang, and finally opened the first store in Jinjiang sunshine Times Square.

Determined to build up the brand of China's high-end vulcanized shoes, boldly put forward the idea of cross industry cooperation, and for the first time turned bolda into the best partner of jeans to become a reality.

Reporters at Bao Da sunshine shop, there are several pairs of jeans in the store, which are sold with Bao Da vulcanized shoes.

"With the street of the new year's products, first of all, the first Jinjiang fashion brand chain is set up in the Sunshine brand business district, not only displaying its brand image, but also playing a positive role in the long-term cooperation and investment promotion of the high-end footwear.

Shi Chunming, deputy general manager of Jian Tai Shoes Co., Ltd.

Before that, many brands that had just entered the domestic market opened their flagship stores one after another.

Last September, Suo Li opened its first store in Jinjiang, hoping to play a showcase for its brand with the atmosphere of the professional market of Jinjiang shoes capital, and jointly set up benchmarks through three major markets in Hangzhou and Guangzhou, to quickly replicate and quickly build domestic sales networks.

"These three specialized markets are gathering the latest shoemaking technology and popular information at home and abroad. If we can make full use of the development resources of the three specialized markets, combine the advantages of these three specialized markets, and combine the development mechanism of upstream and downstream industries, we will form a development mechanism integrating raw materials and product development, high-end product leisure shoes manufacturing and trade marketing."

Wu Qingyong, chairman of Suo Li shoes group, described the grand blueprint in mind.

By contrast, the first time in September last year, the Swiss leisure sports brand focused on promoting reputation and grabbing the market.

Recently, Rubo set up a brand management center and began to prepare 09 autumn and winter ordering sessions.

"Let Rui Bao know the consumer market in a steady and steady manner."

Huang you Cheng, general manager of Rui Bao leisure sports.

Promoting brand needs external force

Buffett once said, "when the enemy is greedy, we need to be cautious. When the enemy is careful, we should be greedy."

The more the financial crisis and industry shuffle, the more effective the expansion of counter market is.

This sentence can well explain the phenomenon that some small and medium-sized enterprises in Jinjiang accelerate the development of the domestic market.

"On the premise of healthy chain, healthy network and excellent product quality, the steady expansion in the market is a way for science to seek survival and development."

Practical marketing expert Guo Hanyao thinks.

But these growth brands should advocate direct efficiency when they endorse the brand.

To ensure that there is a certain sales volume and mature channels, the spokesperson should be promoted and strategically focused on promotion, so as to lay a solid foundation for building a national brand.

It is worth mentioning that SMEs should consider the systematic planning of brand building, from headquarters operation to channel planning, and then to terminal construction, and finally to the consumer pull around these four links, refining according to the core value of the brand, so as to achieve overall improvement, Guo Hanyao suggested.

It is true that during the coming of "cold winter", small and medium-sized enterprises need to give affirmative action by concentrating the integration of internal resources and making frequent efforts in brand building. However, the brand building and development of SMEs relying solely on their own strength seems inadequate. Zhang Fasong, a specialist in Liuhe dragon planning, has a unique view.

"In the process of reshuffling the industry in the cold winter, from the R & D, production to sales team, the market will produce high-quality resources that are sold at a low price. Under the conditions of capital permissible, SMEs should have a vision of joint cooperation and focus on acquisitions, mergers, takeover, and market access to high-quality resources, so as to accelerate development and seize the opportunity."

Editor: vivi