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The Failure Marketing Of The Southern Fujian Market

2008/11/18 16:46:00 41925

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The 08 year is a painful year for most shoemaking enterprises. The deterioration of the economic environment at home and abroad brings many pressures to domestic enterprises.

Due to the needs of the work, we need to conduct an in-depth investigation of the shoe market. I have studied Hangzhou, Jiangsu and Fujian respectively. Our company has always been doing foreign trade, but now we are going to study the domestic market. Wenzhou's footwear industry is our focus. Fujian's shoemaking enterprises also need to observe their market dynamics all the time, so they come to their base camp, Minnan.

I once bought beast shoes in Zhejiang, because their brand store image is better and their quality is good.

After driving through Jinjiang stone lions, it was discovered that the beast brand was such a scene in Southern Fujian. In the remote streets and lanes, the unbroken shoe shops are like street stalls. It is hard to imagine that this is the selling point of the beast's shoes.

The beast's brand was once so good. Now I can't help wondering if the brand is declining.

To the main commercial streets in downtown Quanzhou, there are still several brands of shoes in Wenzhou, such as red dragonflies, AOKANG, and so on. There are several stores in which the market share is relatively high.

These brands are widely recognized by consumers.

As the southern part of Fujian is also a shoemaking cluster, there are strong local shoe brands such as rich birds, Anta, 361, XTEP, wooden forest, bulls giant and so on.

However, such as red dragonfly, AOKANG, and so on, and so on, these Wenzhou brands can be successfully opened in the main commercial streets here and widely recognized by consumers, and the beast brand is sold in the remote streets and scattered shops.

The formation of such a sharp contrast fully shows that the marketing of enterprises is a failure. Is it possible for a brand to survive in such an environment for a long time? Agents or enterprises are pursuing short-term interests, without considering the long-term development goals of corporate brands. Can such brands go far?

A company without strategy is like a person without direction who will lose the pace of progress. The fact tells us that a brand is made not sold, just like a person whose friends around him are beggars, so his environment will have beggar's thinking for his whole people; the same person whose friends around him are social celebrities and business tycoons, so all he thinks about is matching with his side.

The short-term benefits gained by the animal and the southern Fujian market will make it impossible for the brand of his company to exaggerate the new heights and will eventually be eliminated from the market.

After several days of market research, it is found that other brands are also selling in the mess shops like the beast tyrant shoe industry. Many enterprises are blinded by their immediate interests. Regardless of long-term development plans, it is not advisable. If we want to make the brand bigger and bigger, we must have a strategic thinking, a scientific layout and a good management team.