The Phenomenon Of Homogenization Of Domestic Shoe Enterprises Is Becoming More And More Serious; &Nbsp; &Nbsp; And How Should Enterprises Cope With Them?

October 8th hearing domestic

Homogenization of enterprise marketing

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It's good to be able to play hard ball games, but not every enterprise or any time can play hard ball, but in my opinion, whether you play hard ball or not, in the final analysis, the core of a company's competition will return to the enterprise's innovation, because if you can't make substantial innovations in products, modes, channels, and promotion, even a historic brand will have a dead end.

When it comes to the marketing innovation of enterprises, we must mention the worrying fact that local marketing is a serious tendency of homogenization.

For example, the shoemaking industry, the homogenization of enterprise products, the homogenization of channels, and the homogenization of marketing. Why can this phenomenon be caused? Because their products have no difference selling points, no guiding customers to buy thinking, no differentiation of enterprise strategic information, no unique brand appeal points, no explicit investment requirements, no attractive market prospect analysis, and even no relevant policy information. Even if it is not regarded as advertising for investment, but brand image ads, there should be communication language and core copyrights between brands and target groups.

The marketing of local enterprises has been in the course of over thirty years. If we still imitate each other and do not seek innovation, extensive marketing will undoubtedly waste a lot of money and time, and it will also affect the healthy development of enterprises.

Because of the characteristics of China's market, almost every industry in our industry has crowded dozens of hundreds or even thousands of enterprises that run the same products and the same mode of marketing. If we all fail to make progress, the successors will learn from the successors and follow their own successful experience. When will the really strong brands come into being?

The phenomenon of homogenization of business marketing is ubiquitous in other industries in our country. Marketing homogenization and innovation poverty are everywhere. To solve this problem, we must realize that the core factor that affects our marketing innovation is our thinking limitation.

Poverty and lack of adventure

The innovation of marketing will bring endless benefits to enterprises. From the innovation of marketing strategy to the innovation of product strategy, the innovation of marketing promotion and the innovation of channel mode, I believe that as long as there is a game rule that can change the marketing rules of enterprises through innovation, the above aspects will have a huge response in the market. In order to find a replicable shortcut for the marketing innovation of enterprises, I start from our human thinking, and through the study of lateral thinking, we find that the homogenization of local marketing is due to the lack of risk spirit in our thinking and marketing.

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The so-called poverty of thinking means that most people's thinking is logical mode. Logical thinking is the only mode of thinking in our society. Our learning, work and life almost follow the pattern of logical thinking, because things and behaviors that are not logical will not fit in with the society, but it is difficult to survive. However, logical thinking is not a creative thinking. It belongs to demonstrative thinking. Logical thinking is far less than lateral thinking in solving problems, because lateral thinking belongs to creative thinking, the same problem. Lateral thinking can provide countless creative solutions to ideas and methods, while logical thinking can only be deduced according to the development logic of things.

For example, if a family burglary occurs, the police will look for clues from the relationship between the owner and the surrounding residents, because there must be some reasons for the theft, and the burglar will also leave behind clues in the process of committing a crime, so the police and detectives will carry out logical reasoning, and then find the basis for conforming to this reasoning, and finally achieve the result of solving the case.

But in fact, many cases can not find traces on the scene, or even find out the cause of any case. There is no causal relationship in logic, so this case is basically going to be stranded.

While lateral thinking will put forward a number of solutions according to the scene of the crime, although some directions are not logical and may even be funny, then why not? When you can not find solutions to problems with logical thinking, this kind of nonsensical way of solving the problem may be able to make our eyes bright.

The poverty of thinking is related to the development and education system of our society. In some respects, it belongs to the limitation of innate thinking mode. The lack of spirit of adventure in marketing is the true embodiment of the lack of blood in our enterprises. The so-called risk spirit refers to the stability of the design of marketing strategy, the lack of hard ball playing, and the lack of direct battle with the opponent, so that our enterprise marketing does not focus on competitors, designs targeted strategies, but spends several times to compete to win customers, and the market results are naturally difficult to achieve.

In fact, even consumers will not like products and business marketing methods that lack innovative elements, and merely meeting the basic needs of consumers is not the ultimate goal of enterprise innovation, because consumers prefer products that can give people a brighter eye and exceed customers' expectations.

Enterprise marketing innovation usually starts with product innovation, mode innovation, channel innovation and dissemination, innovation and so on. If the enterprise has the ability, all these aspects can be innovated. If the temporary capability of the enterprise is limited, one can focus on one of them. In short, choosing the strategy that matches its resources to carry out the marketing innovation of the enterprise is of the most practical significance, otherwise it may lead to the loss of gain and loss.