Two Ways Of Brand Marketing Of Chinese Shoe Enterprises

　　在21世紀開始的這十年里，我們欣喜的看到中國鞋企在品牌建立、品牌營銷中的成功碩果。在這十年的洗禮中，中國鞋企的品牌營銷從摸索到模仿、創新再到成功，歷經波折。但是這些都是品牌鞋企的寶貴財富，也開創了中國制鞋行業品牌營銷的先河。 

China's brand shoes enterprises have gone through traditional and network marketing in brand marketing. These two marketing methods have made shoe enterprises a great success.

I. traditional marketing

When shoe companies start brand marketing, the first choice is traditional marketing.

Traditional marketing is a kind of paction marketing, emphasizing the provision of as many products and services as possible to as many customers as possible.

After a long period of development, a solid theoretical and practical foundation has been formed, and consumers are accustomed to this fixed mode.

Consumers have strong communication in the process of consumption, they can see the real products and experience the pleasure of shopping, and at the same time, they also gain the trust of the masses.

At the very beginning, Chinese shoe companies were also marketing products based on the combination of 4P (product, price, channel and promotion) proposed by Professor Makasi.

The traditional marketing methods include direct sales, agency distribution, exhibitions and stores.

Brand marketing often promotes brand by means of traditional media such as newspapers, radio or television.

This is the original way of brand marketing promotion, such as Lining, AOKANG, Anta and so on have all used this kind of traditional marketing way, and still use this traditional media to carry on brand marketing.

But brand marketing can not just use this single way, after all, it is only a simple brand name duplication, consumers can remember and recognition is still very limited.

As a result, the shoes enterprises should locate and integrate the enterprises, and begin to ask the spokesperson to extend the integrated marketing with the brand, and promote the brand with the influence of the spokesperson.

Advertising marketing of traditional media is a must for shoe companies.

In recent years, at the CCTV advertising tender meeting, the pride of Quanzhou shoe enterprises has thrown a lot of money on them, which has made many people laugh at it and become a force that is hard to ignore.

In 08 years, XTEP's performance was "eye-catching", with 156 million yuan won the "CCTV 2009-2010 sports match live partner", compared to 07 years more than 1.1 billion yuan nearly 50 million yuan; 361 degrees to 158 million yuan to beat Lining, Anta, winning the "CCTV 2009 sports channel clothing designated supplier".

And in this year's World Cup battle, the shoe company, del Hui, spent about 20000000 of its money on CCTV gold resources.

Traditional brand marketing has brought the first pot of gold to shoe enterprises, and has established the primary relationship between the brand and consumers. However, traditional brand marketing also has many disadvantages, such as the high price of advertising and advertising, the gradual maturity of consumers, and the suspicion of mass marketing. These are all problems that shoe companies solve.

Two, network marketing

In the rapidly developing modern society, enterprises can not rely solely on marketing to establish and promote brand, but need a variety of ways to continuously gain and maintain competitive advantage.

More than ten years ago, some people put forward the prediction that "Internet marketing will sweep everything". With the continuous popularization and development of computer Internet in China, the number of Internet users in China has reached 390 million so far, ranking first in the world.

More and more shoe enterprises are paying more attention to network marketing and website construction. More and more industry brands and electronic commerce platforms carry out deep strategic cooperation to speed up the development of the network market. There are many successful shoe makers, such as Lining, AOKANG, PEAK, and 360 degrees.

Take the example of 360 degrees, the national brand has just emerged from the Jinjiang sports brand city in China for more than six years, and has become the top three sporting goods brand in China.

In the past six years, 360 degree has been continuously exploring in the process of brand building, and has gone out of the atypical route combining the "high-altitude bombing" strategy of "competitive resources + strong media" with the network interactive marketing "ground interception".

In 2004, the 31st named Tencent network sports channel related sub column, Tencent network as the platform to build its first communication channel with consumers.

Because in China, 70% of the sporting goods market is concentrated on the young consumer groups, which is the core group to grasp at 361 degrees, and 70% of the products are concentrated on this group.

The combination of target groups and product styles with Tencent net made 2004's online marketing "trial water" become a "long engagement" and began a 5 year network marketing trump card tour. With the deepening of bilateral cooperation, many new cooperation models have been developed.

In 2006, the whole channel of the Tencent sports channel was named after the 31st level. It was widely concerned by hundreds of millions of netizens, and the popularity of the brand increased significantly.

This year, the 31st degree was recognized by the State Administration for Industry and commerce as "China's well-known trademark", marking the 31st degree became the leading enterprise in the industry with the two national honor of "China famous trademark" and "China famous brand".

In 2007, Lin Dan and Zhang Ning, the world's top ranked badminton player, joined in the TOP partnership with China's national badminton team.

This year, 361 degrees at the same time become a strategic partner of Tencent network, and continuous innovation and cooperation mode. The two sides put forward the idea of "joint competition and sharing members" once again in the forefront of China's online sports marketing.

Although the brand marketing of shoe companies has gone through the course from tradition to Internet, it is not a substitute relationship, but a coexistence.

Brand marketing can not be singled out, it needs the combination of two ways of tradition and network, so that we can foster strengths and circumvent weaknesses, do better service for brand marketing of enterprises, and enhance brand awareness and reputation.

The brand marketing of shoe enterprises still needs to take advantage of quality first and service first. When shoe companies enhance brand awareness, they can not relax checks on quality and service, which is the foundation of their life.