The Present Situation And Strategic Thinking Of Brand Building In China'S Footwear Industry

October 25th global survey

Although the industry generally agreed that "only brand is a powerful weapon to support price, sales sense of superiority and resistance to risks."

But how to build a brand is more than asking for it.

Therefore, Chinese shoe enterprises urgently need a big brand that can afford to make a scene to inspire the morale of shoe enterprises, and lead domestic shoe enterprises to make a difference in the international market.

The road is long, and the Chinese shoe enterprises will encounter difficulties and obstacles in the process of building brands. Even if we try to avoid confrontation with our rivals, we should strive to find a place suitable for ourselves to take root. We should build high walls, accumulate grain and build our own kingdom.

It can be said that for many enterprises, especially for the later enterprises, such a train of thought is a good medicine for eliminating war disasters and developing themselves.

But can this ensure safety? How much space can your subdivision market have? Can any niche market be a niche group? If your brand can't give consumers a reason to convince them, will your market still exist? After all, the new consumer groups need not a concept of innovation, but a reason to accept their products.

But what we have to admit is that many companies are complacent with the concept of market segmentation, bombing in propaganda, and stumbling in the construction of brand core.

China's shoe industry is at the turning point of change. We are all exploring and advancing. Success or failure is inevitable, but we cannot forget that brand takes a long time to build and accumulate.

Maybe we will get a lot of money from a successful idea, but this is not based on the success of brand building.

Brand is a systematic project, which requires us to innovate, and we need to stick to it.

The author believes that China's shoe industry has a little bit of impetuous pursuit of short-term benefits, and lacks a solid foundation to slow down.

When it comes to brand management, marketers often seek advice from books, but the theory of management and marketing is varied and innovative. Yesterday, as a "Bible" doctrine, today's words can be declared inconsistent.

All kinds of theories have their own foundation, which may not be suitable for us.

What is even more regrettable is that we tend to be confused.

If I say, "brand is based on products and services, please don't ignore them and pursue brand".

A lot of people may disagree, "this is not to say to you."

However, ask ourselves, is our product design and technology level, our service level really according to the requirements of "brand"?

So far, our design level is not able to give our products unique brand characteristics, and can not be recognized by a consistent style.

Some of our shoe manufacturers who are very focused on product development are still learning from and introducing the design shoes of foreign designers, let alone the backwardness of the SMEs' design and development level, exposing the lack of collective discourse power of Chinese footwear designers, and reflecting the lack of soil for producing excellent designers in China.

The local shoe industry wants to enter the brand hall and get rid of the design research and development dilemma.

All this requires the Chinese shoe industry's determination and a series of initiatives to train first-class designers, such as the establishment of footwear design major in universities, or the design of potential designers to go abroad for further studies.

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On the road of brand building, Chinese shoe enterprises may have a look at the development of the Spanish footwear industry.

Like China, Spain is also one of the world's shoemaking bases, with shoes exported all over the world.

But unlike China, the Spanish footwear industry has been greatly influenced by the shoe industry in Asia, Eastern Europe and Latin America, and enterprises have adjusted their market strategy in a timely manner, which has successfully solved the problems caused by the competition among shoemaking countries.

They pform from the dominant shoes in the past to the middle and high grade shoes, reflecting the quality and the ingenuity of the design.

So that the Spanish shoe companies pay more attention to product image and brand building.

The Spanish Federation of footwear manufacturers (FICE) put forward: changing resources to dominate the market; attaching value to products as a key point, not just a part of the design; making products more internationalized; strengthening brand image, marketing, speeding up the delivery speed, and constantly adopting new technologies.

With the development of Spanish brand footwear industry, talent training has also become an important link.

Not only are some two level educational institutions providing official education services, but the Spanish shoe Technology Association also has the function of training.

The core course in Spain is the professional diploma education in management, shoe leather technology and design.

This has trained a large number of professional and technical personnel for Spain, which is of great importance to the reserve of Spanish footwear industry talents, and has ensured the successful pformation of the Spanish footwear industry to the highest level.

From the pformation and upgrading of the Spanish footwear industry, China's footwear industry must strengthen product research and development, strengthen market positioning, brand image building and talent team reserves.

An enterprise can only build a brand building based on its hard conditions such as design, material and technology, and the soft nature of brand image, culture, service and so on.