Shoe Companies Still Have A Long Way To Go For "World Brand".

On September 29th, Quanzhou sneakers frequently appeared in international competitions such as NBA, and made use of various overseas resources to expand internationally. Some people said that it was "wine is not meant for wine".

Y. Shuang, the general manager of Disney marketing center, XTEP (China) Co., Ltd., on the internationalization of all sports brands in Quanzhou.

"It is not a strategy to drive the brand in the international market with product sales as a leader.

Sports shoes produced in Quanzhou have already flooded the corners of the world, and the quality and price have been recognized by consumers all over the world.

However, our brand has not yet been recognized by the consumers in the international market. In order to achieve brand recognition, enterprises still have a long way to go.

For now, I think most of Quanzhou's sports brands need a very clear international brand operation route, including what channels to choose and how to carry out brand operation in other countries.

Ye Shuangquan said.

According to the analysis, the unclear operation route of international brand is mainly reflected in two aspects.

First of all, the product is not differentiated, the consumer demand of each country is very different, but at present, enterprises can not do what they like, and design products that meet all kinds of needs.

Secondly, there is no clear channel strategy and brand promotion strategy. Enterprises in the international market really do brand work is relatively few, or even not.

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It is undeniable that domestic shoe manufacturers are actively building and developing their own international influence.

But to become an international brand, we must focus on analyzing and creating production and operating conditions for export enterprises.

First, the production of high quality and low price products.

Entering the market at a low price and basing on the market with high quality, it forms the two competitive advantages of shoe enterprises: product differentiation and low cost, laying the foundation for fame and higher market share.

At present, although the products of domestic shoe enterprises have the advantage of low price, the quality is generally low, and it is difficult to meet the needs of the target market, so it is difficult to form a big climate.

Two, product sales and market share.

These two factors determine whether the product can take a firm step in the market, and constantly improve the quality and service of the product, get customer satisfaction, and cultivate customer loyalty is the key.

Domestic shoe enterprises must ensure a good sales, but also have a clear and professional distribution channel, so that products can smoothly lead to the market.

Three, product publicity.

A good product should be well known, accepted and recognized by the market. Besides having excellent quality guarantee, it needs more publicity input.

The famous brand shoe companies in China are always happy to invite celebrities to speak for themselves. They put a lot of advertisements on TV, Internet, magazines and other media in order to start the brand name and set up the corporate image, so that consumers can be influenced by the brand gradually.

Four, the brand's history and cultural connotations.

The prosperity of a brand will get more recognition and praise from consumers.

Although history can not be created at once, it enriches the cultural connotation of enterprises and forms a culture with their own characteristics in the accumulation, so that more consumers can understand enterprises. This is also a factor that can not be ignored in forming international brand names.

Five, the country's strong economic strength, scientific and technological level and industrial foundation.

When the product is sold across the border in the international market, the influence of the country's international image may far exceed the international influence of the commodity itself.

Shoe enterprises should actively utilize the policies and resources provided by the state to face international development and take account of both inside and outside so as to make the brand bigger and stronger.