There Are Great Problems In Implementing Brand Strategy In Domestic Shoe Enterprises.

August 2nd hearing of China

Independent development and autonomy of brands

Problems existing in domestic shoe enterprises implementing brand strategy

In modern times, the increasingly fierce market competition is, in a sense, the brand competition, and the brand has become the soul of the market.

An enterprise, even a country, needs to enter the market through brand innovation so as to occupy the market, and ultimately establish its leading position in the market competition and the world economy.

In this regard, although domestic shoe enterprises have done a lot of work and achieved some results, there are still many problems.

First of all, compared with international brands, the brand of domestic shoe enterprises has a clear gap.

Domestic brands need to redouble their efforts in creating brand value and moving towards the world's well-known brand goals.

Secondly, the brand competitiveness of domestic shoe enterprises is weak, and brand competitiveness is mainly reflected in: first, market share, sales volume and assets, and two is brand quality.

Only with the share of the market, can the scale of production be possible, and the expansion of sales and assets can be realized. Finally, domestic shoe enterprises can embark on a road of growth and development.

As for brand quality, the gap between domestic shoe enterprises and international brands is even greater.

International brands are based on the market with high quality and high prestige, but the impression that domestic brands leave in the international and domestic markets is not deep.

Secondly, the lack of brand resources.

Among the existing brands of domestic shoe enterprises, there are few brands with high technology, high quality and high cultural content.

Trademark is the best brand.

According to statistics, in the products exported by domestic shoe companies every year, the shoes that are labeled by the domestic shoe companies own only about 1/3, 1/3 shoes have no brands, and 1/3 shoes are "foreign brands", and a lot of profits flow into the pockets of foreign distributors and agents.

Third, the sense of self protection is weak.

For many years, the planned economy has made the brand awareness of domestic shoe enterprises weak, and lack of brand self protection. Some domestic shoe companies even give up their brands for the immediate interests, giving up valuable intangible resources to the other side and losing the foundation for long-term development.

Brand means the market, losing its brand and losing its market.

Besides, brand strategy is not strong and marketing means is single.

Because most domestic shoe enterprises have not really gone abroad, they will not skillfully promote their brand marketing through domestic and foreign media to launch their brand marketing, nor have they integrated advertising, public relations, business promotion and personnel promotion to carry out brand strategy. Many domestic shoe enterprises still stay in the simple promotion stage of selling their products through a small number of low quality employees.

There are still many domestic shoe enterprises pursuing short-term behavior, creating a sensation on the establishment of brand, and blindly creating a brand by means of mass advertising bombing.

In order to pursue short-term benefits, blindly carry out brand extension, laying hidden dangers for the establishment of brand long-term value.