Shoe Enterprises Urgently Get Rid Of Homogenization To Enhance Brand Value

He Qibo, a senior brand marketing expert, wrote in his blog, "the most important thing for SMEs is to be firm and confident. Often think that they can only be a follower. Only follow those strong advertising brands or strong brand products. From packaging to product concept, to the real function is also too much; dare not start from the beginning of differentiated design, differential positioning. When the sales of imitation products form a certain scale, the patchwork products can not leave a clear impression in the minds of consumers, that is, no brand memory, no brand image and status.

 　　   鞋企品牌有靈魂才能有希望

Nowadays, there is a serious homogenization phenomenon in the shoe product market. Many shoe makers plagiarize me, and I imitate you, causing the market environment to become worse and worse. Some shoe companies invest a lot of money and energy in R & D, strive to create unique products with new technology to win the favor of consumers, but are unscrupulously grabbed by some unearned shoe companies, and then use these technologies to make profiteering on their products, and those shoe manufacturers that have worked hard to create technological achievements fail to apply for intellectual property protection, so they can no longer lose their dominant resources.

In the industry competition, the shoe companies are beginning to realize the importance of technology patents. Only when they truly possess the strength of independent production R & D and many practical patents can they differentiate themselves from the homogenization competition of most enterprises. Chairman Mao said: the army without soul is a hopeless army. A brand has no core, no soul, and no hope at all. The soul is a spiritual ruler for human beings, a spiritual subject that distinguishes others from fresh life. For the brand, the soul is the core value, the unique cultural connotation and the perceptual image of the brand. Differentiation does not necessarily have soul and core.

In the search for product function, Sufu is regarded as a special person in the cosmetics industry. First of all, it is seaweed slimming soap, papaya whitening soap, and then it is a face lift facial cleanser. Then it is natural light rain, Hang Shun shampoo and anti shampoo. Each new product brings Soft considerable profits and market share. However, the opportunistic behavior of floating away does not give the brand a premium ability and a clear impression of consumers. On the contrary, "overlord" has been developing from the imitation of Oni, and has been using the products of Chinese medicine such as Radix Polygoni multiflori and Gleditsia sinensis.

After years of accumulation and development, it is located in the "family of traditional Chinese medicine" using Jackie Chan to carry out large-scale advertising. Sales reached nearly 3 billion of the scale, and in one fell swoop, the image of a specialist in traditional Chinese medicine has been established by Chongqing. "Long Liqi" has developed the status of snake products by developing snake oil and snake bile essence.

At the beginning of the spring of 2010, under the background of the gradual economic cold flow, a good play from children's shoes to children's shoes and children's clothing integration is being staged. According to relevant data, by 2010, the birth rate of Chinese newborns will enter the peak period. The baby boom will follow the overall outbreak of children's economy. China's children's industry has become the largest consumer industry in the United States next to the United States. By 2010, it will be expected to enter the trillions club. However, the vast market is the lowest in all industries. Whether it is the manufacturer, supplier or channel operator of the children's industry, it can be said that most of them belong to the "disadvantaged group". The scarcity of resources makes the whole children's industry generally lack of innovation, and the level of industrial competition is low.

It is under the oppression of such a market environment that in order to get rid of the essential characteristics of low profit and low quality of children's shoes industry and to pursue the brand's sustainable development needs, Jinjiang children's shoes enterprises have begun an ice breaking trip, and clothing with higher profits than shoes has naturally become the goal that children enterprises must take first. On the other hand, just like the process of the former Jinjiang sports shoes industry developing into a powerful sports goods industry today, Jinjiang children's shoes enterprises have long been deeply aware that only by stepping into the field of children's clothing and going through the historical process of integration of shoes and clothing can we finally complete the transition from a single child shoe industry to a comprehensive children's products industry, and can really transform the brand from children's shoes to children's products.

What is worrying is whether the children's shoes enterprises enter the field of children's clothing as well as the children's shoes in the past, blindly launch the project, pursue the profit maximization, lack of brands, and homogenization seriously. We are pleased to see that children's shoes enterprises have realized that the original mode can not promote the improvement of the profits of enterprises, and begin to attach importance to their own brands and create the core competitiveness of enterprises. Therefore, some enterprises begin a series of surveys, dig deep into the brand's own characteristics, and systematically launch their own differentiated children's clothing, so that the integration process of children's shoes and children's clothing is full of vitality and vitality from the beginning.

How to build the core competitiveness of products?

Looking for differences with its products, through core purification and aggregation, gradually forming a division for brands, this is the premise of brand positioning. This is the most difficult for small and medium-sized enterprises. This includes both higher cognitive vision and extraordinary confidence and executive power.

We need to find unique development differences. First of all, we must have a broad view of the world and the whole country, and find our unique points from the development trend of the industry to the differences among brands. Then take this as the center, expand activities. In the meantime, with ten years of perseverance and perseverance, it is possible to produce an excellent brand. For example, "osiman" cosmetics adhere to the Pearl as the core material from beginning to end, and carry out marketing promotion closely with the pearl culture of the East. After more than 10 years of hard work, the ultimate status of Pearl cosmetic chief brand is finally achieved.

Looking for product differences and core points is more difficult for small and medium-sized enterprises. In addition to the limitations of self-confidence, the vision and quality of decision-makers, more and more SMEs are limited in talent and technology resources, and comprehensive factors restrict core functions and R & D and production of core products. Because many small and medium-sized cosmetics enterprises do not have in-depth research ability, so the so-called new and new core concepts become more vague ideas of speculation, and have not really given the product more substantive significance, and how much real efficiency to give consumers.

In order to find the core function of the product and endow the brand with the soul, small and medium-sized enterprises, despite the limitations of talents and research ability, can learn from their traditional culture by looking for the unique ingredients of learning brands such as overlord, long Liqi, Osman and Liushen, and then set their own positioning. It can also be combined from regional brand image, ingredient brand, specific qualification authentication and joint brand.

For example, L'OREAL combined with Garnier research center to give small nurses product and brand technology content. Adidas cosmetics combined with the meaning of Adidas's passion for sports, inject sports and passion into cosmetics. For example, the real estate is originally a space for cement and reinforcement, and when the environmental culture is injected, the real estate becomes fresh. For example, Olympic Garden and China sports association formed an unique brand distinction based on the concept of sports culture at home.

Nothing is impossible to a man, if he has a heart. As long as we are attentive and dedicated, we will bring the core of the product to the product and give the core function to the product. Let the product bring unique core value to consumers, and it can bring endless impetus to the brand's sustainable development.