Small And Medium-Sized Shoe Enterprises Increase Brand Construction And Integrate Into Haixi Economic Circle

The economic zone on the west side of the Straits, referred to as "Haixi", refers to the surrounding areas of Jiangxi, Guangdong and other provinces with Fujian as the main body. At present, the entire economic zone area includes 23 cities in total, including Fuzhou, Xiamen, Meizhou, Shantou, Shangrao, Jiangxi and Ganzhou. In January 2004, Fujian formally put forward the strategic thinking of the economic zone on the west side of the Straits. In May 2009, the State Council issued Several Opinions on Supporting Fujian Province to Accelerate the Construction of the Economic Zone on the West Side of the Straits, making the economic circle on the west side of the Straits a national strategy.

As a key city within the radiation scope of the Haixi Economic Circle, Quanzhou has accelerated its integration in recent years, actively docked with other cities in the Haixi Economic Circle in terms of industrial undertaking and transportation development, and organized groups to exchange and learn in other cities in the Haixi Economic Circle, so as to jointly promote the development of the Haixi Economic Circle. As the pillar industry of Quanzhou, the shoemaking industry should also increase the brand construction as soon as possible and integrate into the Haixi economic circle, so as to contribute to the development of Haixi economy.

As we all know, Quanzhou is the "Capital of Shoes in China", surrounded by famous sports brands such as Anta, Tebu, 361 °, Jordan, Delhui, and Guirenniao. However, in addition to these first-line brands, there are a number of small and medium-sized shoe enterprises on the ground in Quanzhou. In terms of making profits, these small and medium-sized shoe enterprises can't even compare with the small shoe factories with brand names or without brand names. Therefore, increasing brand building is particularly important for small and medium-sized shoe enterprises.

An enterprise should have its own core competitiveness if it wants to survive the storm and survive for a long time. This core competitiveness is brand. For a long time, many shoe enterprises often neglect the training and improvement of teams due to their own factors, resulting in the lack of team business skills, uneven levels, and weak sense of service. Many policies and strategies that indirectly lead to brand building cannot be quickly and effectively reflected in the terminal implementation process, which has always been a major problem restricting brand development.

In addition, shoe enterprises should know that brand building is to exchange small ideas for big returns. At present, many enterprises immediately invite spokesmen when they mention "brand building", but this similar marketing strategy of many shoe enterprises has caused a proliferation of celebrity endorsements, which has no effect at all. Therefore, if shoe enterprises want to build brands, they must find another way to bring consumers a fresh look and make brands stand out.

When building brands, shoe enterprises should first find a good brand positioning. Fixed target consumers, fixed prices, and high-quality products are used to strengthen consumers' memory of the brand. Because price fluctuations, if too frequent, will reduce the position of the product in the minds of consumers, so it is better not to compete with competitors in price wars. Maintaining style can also increase the goodwill of consumers and brands.

Secondly, the brand should meet the needs of consumers. Brand building should be carried out around the vital interests of consumers, listen to the voice of consumers, and provide them with humanized products, which not only meets the psychological needs of consumers, but also meets the spiritual needs of consumers, so as to create a thoughtful product for consumers.

Thirdly, brand channels require new changes. In terms of brand communication, small and medium-sized shoe enterprises should not only increase efforts in channels, but also find another way to combine with the current popular network channels. In combination with online and offline slogan sales, the brand's reputation is established through a new service model.

Finally, we should use strong technology as the backing of the brand, rather than being willing to be a "pirate" to earn small profits at present. The development path of small and medium-sized shoe enterprises in the past will be blocked by ourselves for a long time. Shoe enterprises use original design integration technology to grasp consumer demand and market to launch their own styles, and improve the marketing force and competitiveness of shoe enterprises.

In the brand war, small and medium-sized shoe enterprises should measure their own strength and seek the wide spread of the brand with creativity. Because of the limitation of resources, they should maximize the use of resources, and increase the input of human and material resources in product design, so that they can go farther and farther on the road of brand building and contribute to "Haixi Construction".