The Present Situation And Future Development Of Two Or Three Line Brand Shoes Enterprises

China has vast territory and uneven economic development. Therefore, China's market is a diversified market, and it is this diversified structure that makes all kinds of brands survive. In recent years, with the successful hosting of the Beijing Olympic Games, China has also become a must for many international brands. The continuous influx of international brands has brought about a great shock to the pattern of China's shoe market. In addition to Lining, Anta and other first-line sports brands, the local brands are more of the two or three line brands. What are they going to do in the war?

At present, for the whole Quanzhou Jinjiang area, the vast majority of sports brands are in the two or three line. Under the influence of the financial crisis, many enterprises turn from foreign trade to domestic sales. Although the domestic market is very large, there are many people competing for it. Because of the differences between the two or three line brand in new product and technology research and development, capital, management, manufacturing, cost control, supply chain management and human resources, the competitiveness of enterprises is weak.

Homogeneity of two or three line brands

Product is the core content of the overall value chain. It is the central content to satisfy customer needs. It is the most direct basic language to communicate with consumers, and is the foundation of marketing. For the entire two or three line brand shoe enterprises, the market supply exceeds demand, the product homogenization is serious, the competition between the brands of the same ladder is fierce, resulting in smaller profits, deep price competition and heavy investment overload operation. If two or three line brand shoes enterprises want to open up a new market in the market, we must first realize the difference from product quality, style and so on, and seek the distinctive characteristics of the product. For the competitors of the same industry, the core value of the product is basically the same, but the difference is in the performance and quality. Under the premise of meeting the basic needs of customers, shoemaking enterprises should take the lead in introducing products with higher value and innovative characteristics, and strive for advantageous competitive advantages with unique characteristics, so as to satisfy customers with different characteristics, enhance brand competitiveness and differentiate from competitors. {page_break}

Two or three lines of brand lack of strategic objectives

The strategic goal is the foundation of all activities and organizational structure of an enterprise. Judging from the history of the development of the two or three line brand industry, it is simply a blind history of burning money. For example, the strategic confrontation of the star advertisement at the beginning of 2003 is not much. The lack of strategic objectives has led to the imitation and plagiarism of the whole industry, emphasizing speculation, ignoring the needs of consumers and the management of enterprises. Therefore, the two or three line sports brand should formulate strategies according to the law. Nowadays, the core of business should be based on the origin of customer management. Because the market exceeds demand, consumers begin to dominate the market and the era of customer economy is coming. The characteristics of customer demand are constantly changing. They identify their brands or buy products with economic, emotional or experience. The rapid development of technology has changed the situation of customers' non communication. The network has created the mouthpiece of customers, and customers have supervised footwear enterprises in their own way. Only by taking customer value as the core can we really break through from the confusion of brand strategy. The two or three line sports brand must set up foresight so as to plan an adaptive strategy, get rid of the predicament of enterprise development, and cultivate competitive advantages.

Two or three line brand flat sales channel

Sales channel is one of the most important assets of an enterprise, and it is also the most variable asset. It is the path through which enterprises transfer products to consumers. At present, apart from the domestic brand line, through the perfect product line and brand appeal to establish direct stores and stores, so as to achieve effective control of the terminal, the two or three line brand is still in the wholesale stage, most dealers exist at the same time and run several brands. At present, chain stores are rising, and some prefecture level distributors have strong distribution capabilities in the locality, and long-term business accumulation has made them have considerable economic strength. They are most familiar with the business habits of the region, require distributors to enter the most influential shopping malls in the locality and set up self operated outlets in the urban areas, and expand the market share of their brands in the city through them, and will soon form radiation to the counties and towns in the region, which will greatly help the overall sales promotion of the brand. And shoe companies should take full control of terminals. The logistics system will be upgraded to meet the new logistics demand.

In fact, whether it is a few lines of brand, the most important thing is to identify the market positioning, do a good job in market research, combined with local advantages, adjust measures to local conditions is the key to development. In order to avoid homogenization competition and establish a good brand image, strive to win the recognition of local consumers with excellent quality and service, and then occupy a place in the locals.