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"Obedient Dog" Children's Shoes Brand Planning Documentary, Small Products, Big World

2008/7/9 12:46:00 41961

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With the change of internal and external environment, the rise of Chinese marketing power has gone through more than ten years of development. In 1998, most enterprises in Southern Fujian entered the two stage of entrepreneurship, and began to hazy sense of brand operation. At that time, the spring of children's brand had never arrived.

Nowadays, the ideology of brand consumption and the maturity of children's market, many industry giants and even international multinational enterprises have realized the great potential and business opportunities of children's market. In 2003, it means an important turning point for children's products industry.

Be the mainstream brand of children's shoes industry.

In August 2003, we signed an all directional cooperation agreement with Nan Qi shoe industry Co., Ltd., which takes the brand trust as the main content. This means that we will shoulder the responsibility of planning, controlling and carrying out a series of work, such as brand promotion, channel management, product development and large order business planning.

Until now, the "dog" has been less than a year since its creation. Now, our mission is to find all the best ways to brand growth. Under the existing resource structure, we should fully integrate resources and try our best to break through the bottle path of brand growth and mold the "good dog" into the mainstream brand of children's shoes industry in the shortest time.

At present, children's shoes industry is more and more fierce from the situation, and competition from another angle means an unprecedented change. This change is just like the 2000 adult sports shoes, which means that in the next three to four years, it will be a watershed in the competition era of children's shoes industry. All children's shoes enterprises will face an extremely fierce war. Whether we can successfully establish, consolidate and maintain a brand in this competitive era, and build a strong brand through the systematic brand management work, will decide the fate of an enterprise in the industry shuffle.

If the enterprise fails to establish its own brand within five years, it will lose the qualification of market competition and have no place to stand.

After a systematic industry survey and analysis, with our deep understanding of the "good dog" brand and the successful experience of previous brands such as Yonglin stock, we promise to make the "good dog" the mainstream brand of the children's shoes industry in the one year's cycle.

Men should be ruthless about themselves, but in fact, we are confident that children's shoes are still in a completely competitive era. No matter market management, marketing methods and brand promotion are at the initial stage, the fighting has just begun. No brand has taken the initiative in the market or is in a relative absolute leadership position, and the market is full of business opportunities everywhere.

Quanzhou's largest brand of children's shoes sold for about 1 million 600 thousand times a year, while the annual sales of international brand of hooligan rabbits are only 3 million, while domestic brand blue cats are only about 2 million.

Second, "good dog" has excellent qualifications and potential to become a mainstream brand.

1., there is such a characteristic in small and medium-sized private enterprises. The management ability and ideas of the leaders at the top of the enterprise decide the fate of the brand, while Huang Dong and Huang in South Qi coincide with our business ideas.

2. has strong financial strength.

In the whole competition stage, because of the fierce competition in the whole industry (industry), only those brands that can withstand market test and can bear short-term losses will survive, while those with weak capital strength will be able to survive.

Unsustainable market pressure leads to brand extinction.

3. has the leading product development.

The main value of an enterprise's product can be provided to consumers, which is the main "material" that can bring revenue to dealers.

The R & D of products must meet two needs: first, the needs of distributors; two, the needs of consumers; and the "leading dogs" in the product development, especially the development of casual shoes, is far ahead of the market and industry recognized.

4. first class brand promotion.

Only good products and strong financial strength (first-class capital operation capability) are not enough to make the brand survive and become the mainstream brand of the industry.

The wrong brand promotion is just a "life threatening symbol" that exacerbates capital wastage and brand extinction. At this time, the greater the strength of capital, the greater the loss of brand.

5. perfect marketing management.

Only first-class capital, first-class products and first-class brand promotion, but less perfect marketing management of this "short board", the greater the investment, the higher the level, the greater the crisis.

"Shocking bad debts, disproportionate advertising investment and huge operating costs" will be a nightmare for enterprises.

Deciphering the brand growth Code

According to our long-term concern and Research on China's small and medium enterprises, we put forward the "brand windmill" brand new marketing theory. We believe that the growth of brands does not mean that they are all in every aspect. Most of the time, brand growth is limited by a specific factor. We name these specific factors as brand growth factors. Only by discerning the brand growth factors, and in the shortest possible time, we can constantly find and break through some of the most scarce resource bottle paths of enterprises, contributing to the breakthroughs in brand growth factors, and the growth of brands will grow at the fastest speed.

For SMEs, the six key factors that affect brand growth are brand positioning, investment promotion, product listing, channel management, event marketing, and public relations crisis.

According to the theory of "brand windmill", we have designed a series of brand operation runners in a cycle through careful design. Through a series of market measures, we can ensure the brand's market boiling and achieve brand operation at the same time.

Through our joint efforts with the enterprises, the "Darling dog" children's shoes have come from a pale, unknown brand of children's shoes to a brand that has attracted the attention of the industry and the fastest growing market. It is precisely the result of the amazing brand driving force of the "brand windmill".

Brand windmill first ring -- marketing diagnosis

At the end of October 2003, we submitted the first report to the "policy-making dog" policy-making board chairman Huang Bin Nan, vice chairman Huang Yingzhi and general manager Huang Chengcai, "marketing diagnosis report".

To conduct in-depth analysis of the situation of children's shoes industry in the whole country, to describe the real situation of the "good dog" brand, and to demonstrate the strategy in detail.

The whole set of marketing ideas, such as long sword, pointing to the sky, breaking the "good dog" brand to develop dark clouds in the sky.

The report deeply touched all the people present. On this afternoon, the board of directors of South Qi carried out several hours of in-depth discussions, and set up an integrated marketing communication plan for a quarter (the two seasons of spring and summer and autumn and winter), and the so-called "one season is a cycle of half a year".

1. see the road ahead - children's shoes industry, marketing six trends

The competition for children's shoes industry is becoming more and more intense. It is facing an unprecedented change. This change is just like the 2000 adult sports shoes.

In the next three to four years, it will be a watershed in the competition era of children's shoes industry. In today's super market competition, if the enterprise fails to establish its own brand within three years, it will have no place to stand.

2003-2004. Almost all the children's shoes brands have taken the brand promotion river for the cartoon idols. Disney has pointed out the way forward for numerous enterprises. After 1998-2002 unconsciousness cartoon propaganda stage, with the change of internal and external environment, the rise of Chinese marketing power, the enterprise entered the two pioneering stage, and began to have a hazy brand operation.

Many enterprises have introduced European and American, Japanese and Korean heavy class idols, such as Altman, Spiderman, bunny, stream blind rabbit, and so on.

Cartoon stars in China also shine brilliantly. Blue cat and fan fan make cartoon idols and become the only way for children's shoes industry to grow rapidly.

2001-2002. Children's shoes enterprises are beginning to realize the importance of channel construction. Enterprises are starting to hold a nationwide ordering meeting. Now the order meeting has become a breakthrough for enterprises' access management. However, the channel management is still at the provincial agent level, the management form is extensive, and the agent's overall quality is relatively low.

Channel refinement, templating, standardization management, various resources to achieve effective allocation, integration and structural optimization has broad space and potential, access management will be pformed into the core competitiveness of enterprises.

Due to the special industry factors (single children's shoes shop is unable to achieve profits due to the single product structure and seasonal consumption rules), the construction of children's shoe stores has always been a dream that many enterprises can't dream of. With the view of entertainment marketing, experience marketing and terminal vividness, many enterprises are beginning to seek for change. In addition to enriching the terminal vision to the greatest extent, it puts forward long-term development goals, such as the establishment of comprehensive children's sporting goods companies.

Sales promotion is a sharp weapon of marketing. Many enterprises love and hate this, but it is too immature for the children's shoes industry. Besides the promotion strategy and standardization of the terminal, the promotion of the first class agents, dealers and retailers are more than enough.

How to make sales promotion truly become a sharp weapon of marketing will depend on the perfection of comprehensive resources such as human resources and management ability.

With the rise of Internet in recent years, especially the marketing method led by online games, it has become another hot spot of modern marketing. The four major portals, QQ online and some entertainment websites have tens of millions or even billions of audiences. Website construction and rogue rabbit coming from FLASH are the crystallization of network marketing success.

2. bosom friends, they will never fight.

While collecting and analyzing the market information for children's shoes industry, we also carry out the investigation and analysis of the enterprise's internal status, passages, brand names. We firmly believe that only by finding the brand growth factor that restricts the development of enterprises, and anticipate the brand growth factors that will hinder the development of enterprises, and making relevant sorting, can we maintain the orderly conduct of brand promotion, and the resources of enterprises can best be brought into play.

After in-depth analysis and diagnosis, we put forward five suggestions for the four marketing elements, including brand, access, packaging and promotion.

Make the long-term development plan of "Darling dog" brand.

What must be done in the early stage is to make a brand-new brand positioning for the "good dog", and enrich the cartoon shape of the "good dog", so that the image of the "good dog" becomes more concrete, more plump and more humanized.

In the shortest possible time, reshape the confidence of agents in "good dogs", integrate channel resources, and take channel management as the focus of all long-term development of enterprises.

Gradually build a "good dog" brand culture, visual system (terminal monopoly, product packaging).

The implementation of brand marketing and multi faceted attack has become the first hot brand of children's shoes market. Advertising, public relations and promotional marketing combined boxing have been used to keep the market boiling.

Using event marketing to create focus and trigger interaction effects.

Brand brand windmill second ring -- "brand dog" brand positioning and role marketing