Domestic Shoe Enterprises Need To Practice "&Nbsp" And Improve Brand Competitiveness.

November 30th, what is brand competitiveness?

As the leader of the footwear industry in Quanzhou, Zhou Shaoxiong, general manager of Fujian seven wolf company, thinks that the footwear industry in Jinjiang is developed from the manufacturing industry, but now it is not only a concept of manufacturing industry, but also a cultural industry.

The brand shaping of clothing shoes is a cultural war.

Brand competition to a large extent reflects the attraction of culture to consumers.

Brand loyalty depends on the cultural connotation of the brand.

Brand enterprises must have deep cultural deposits and cultural gold content.

Today, with the smaller diversity of products, only brands can provide strong support for competition.

Slow progress of brand internationalization

Although China has accounted for 65% of the world's total sporting goods output, it has become a truly sporting goods "big country of output" and "world factory".

But we should also see that although the products made in China are all over the world, the famous brands are almost blank.

The first sports brand "Lining" in 2005 showed that its annual sales volume was 2 billion 451 million, domestic sales accounted for 97.6%, and foreign sales accounted for only 2.4%.

The total market share of sports shoes is five consecutive years, the first "Anta", sales in 2005 reached 2 billion, but the brand represented by Quanzhou is also mainly domestic sales.

In the total sales of sporting goods in the world, the US and European brands account for nearly 1/3, Japan and Southeast Asia account for 22%, and the rest of the world account for 15%. China's sporting goods still account for only a few of the total sales of sporting goods in the world, and the bulk of its exports depend on processing or OEM production.

China's sporting goods brand can be said to be developing rapidly, but its brand internationalization is slow and its international competitiveness is still weak. There has never been a truly recognized world famous brand, whether it is brand influence, business income, globalization degree and so on.

The degree of internationalization of brand is also an important factor to measure brand competitiveness. Throughout the world, its influence is spread all over the world, and its business income mainly comes from overseas, and it is organized and produced globally.

China's sporting goods brand influence and business income are limited to the domestic market. At present, it can not talk about the global business, most of which can only be said to be products export, and the export scale is small.

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Focus on environmental protection to convey brand connotation

In recent years, foreign shoe brands have been coming in to speed up the competition for local shoe products.

On the other hand, the lack of brand operation capacity, low level of design and development, lack of brand concept as guides and other factors restrict the development of enterprises in the domestic shoe market.

In the face of heavy extrusion, how to get out of the predicament and build its own brand competitive advantage is no doubt a breach of the domestic shoe enterprises, but also a bold attempt of domestic shoe enterprises.

For domestic shoe enterprises, it is another way to enhance the image of the consumers in the society.

There is no doubt that the environmental protection actions of shoe enterprises must come down, including effective strategic planning, pollution control and so on, to implement more attention and input to quality and safety, so as to ensure their healthy and long-term development in the market.

Nowadays, many shoe enterprises have realized that the importance of environmental protection for the establishment of corporate image and other production and business activities is gradually increasing the implementation of environmental protection production. This behavior has created more customers, and has created a wider market, making enterprises competitive in an invincible position.

Deep tillage service system to consolidate brand image

Every customer has an invisible scale in mind. Customers will evaluate their brand from product quality or after sale service.

And require shoe companies to enter the hearts of consumers and occupy a favorable position.

All information dissemination and product sales of shoe companies are designed to meet and exceed the changing needs of consumers.

Therefore, we must increase the communication with consumers to produce high-quality products that meet the needs of consumers, so as to enhance consumers' brand memory and place their survival goals on consumers' value.

Only through active brand strategy can shoe enterprises continually gain the continuous attention of consumers, so as to ensure the loyalty of consumers.

At present, the export of footwear products in China is facing the situation of restricting trade and technical barriers in the European Union and other developed countries. How to guide enterprises to adjust product structure, improve product quality and technology content, increase variety styles and enhance added value of products become the key to the competitiveness of shoemaking industry.

Brand strategy is a social undertaking, which requires the government, all sectors of society and enterprises to create a favorable environment.

Brand operation is a kind of enterprise behavior. It should rely on the market mechanism to play its role. However, in order to let our brand go to the world, we need clear guidance from the government and macro strategy.

The government should tilt its brand towards economic policy, guide and support the growth of the brand, and create a favorable policy environment and market environment for the formation and development of the brand.

Enterprises should cater to the state's industrial policies, strengthen their strengths and circumvent weaknesses according to market demand and their own actual conditions, so that they can choose to advance.

For example, the Quanzhou municipal government and county governments strongly encourage technological innovation and implementation of brand strategy, introduce policies to encourage enterprises' technological innovation and participate in famous brand names and well-known trademarks at all levels, guide and help enterprises complete shareholding system pformation, actively strive for listing, support and protect brand growth, and create a good external environment for brand development.