Interpretation Of Shoe Clothing Brand Competition Confusion

　　 Shoes and clothing brand There is a confusion in the promotion: the market is like the sea, when there are strong winds and torrential rain, and there are thunder and lightning. Before the competitor's pursuit and interception, after the pursuit of the soldiers, the shoe and clothing brand can stand out and rapidly improve the brand's popularity and reputation. Recently, the author got some inspiration from The Classic of the Great Wilderness's "Jingwei fill the sea" story.

Yan Di has a beloved daughter called the girl. The girl swam in the East China Sea, playing with fairies, but unexpectedly drowned in the deep sea. After the death of the girl, she became a bird of color, white beak and barefoot. She hunted with her father and flew around in the forest. Wei... " After being named Jingwei, Jingwei heard her father's words of "how unfair the sea", and then determined to fill the sea. So she took the wooden stone of Xishan in the East China Sea every day, and the wood stone was washed away by the waves without being discouraged.

Later, the story of "Jingwei filling the sea" evolved into an idiom.

In fact, every one of us. Shoes and clothing brand They all have their own set goals, why some brands can shine in the market, and some brands are overshadowed. The author Tan Ru combed the tracks of famous brands, and found that the rise of top brands has a very important reason, that is, the spirit of "Jingwei reclamation", that is, the spirit of perseverance, perseverance, perseverance and perseverance.

In 1972, the blue ribbon company founded the Nike brand, and also identified its trademark trademark (the design cost was 35 US dollars) at that time, which was full of leap ideals. In 70s, Nike's sales increased by 2 times to 3 times. Nike creates a brand different from Adidas, and chooses a strong personality and offensive brand spokesperson, Steve Puri Fontaine. However, in 1975, Steve was killed in a car accident, which frustrated Nike's brand promotion. Nike is firmly committed to its strategic goal. In 1978, it signed with tennis player John Mcenro, who is known for his hot temper.

Almost all brand Leaps can not be linear, there will be twists and turns, and Nike is no exception. In 1983, Nike ventured into the fashion industry. The brand began to blur, and there was an unwise extension. Nike was plunged into a crisis, a large backlog of inventory, sales and profits declined.

To recirt the pain, Nike people did not lose heart and did not give up. Nike changed the brand marketing strategy, began to increase advertising input, and used Michael Jordan endorsement to push the brand to the public. After 3 years of hard times, Nike's sales began to grow, and then became the biggest selling brand in the world.

The Adidas brand, which was born in the 50s of last century, was attacked by Nike in 80s. Its development began to be tortuous and rough. But Adidas did not stop moving forward, and was determined to fight hard and forge ahead. After 90s, Adidas rose again with revolutionary breakthrough.

From the above two cases, we can see that shoes and clothing enterprises should develop from the fierce market competition, and there is no way to perfect the spirit of Jingwei. Shoes and clothing enterprises must persist and firm belief in order to carry out brand building in the end.

As we all know, the Chinese shoe and clothing enterprises are mainly manufacturing. Independent brand promotion is an arduous and outstanding business for shoes and clothing enterprises. Just like the East China Sea that Jingwei wants to fill up, if we want to complete this magnificent project, we must have the spirit of filling the sea with great care, persevering, persevering, and continuing to carry out brand building as always and in many directions.

The promotion of independent brands is a great ambition. Shoes and clothing enterprises should be determined to accumulate enough strength like the Jingwei filling sea, do not stop until they reach their goals, never engage in "half pulling project", and can not shake the turnaround in a short time without seeing the brand effect. Because forging a radiant brand is a long-term goal, and we must not rush to instant success. If we give up halfway, all the brand investment will stop in the "half pull" project stage. It will not be able to go up and down, and it will be difficult to revitalize the capital accumulation. Therefore, the independent brand of shoes and clothing enterprises want to dominate the market. We must fight hard with the heroic fighting spirit that the Jingwei dares to fight against the sea. We will never cease fighting. Only by persevering, bravely and persistently, can we build a strong brand competitiveness.