Brand Effect Has Strongly Promoted The Formation And Improvement Of Footwear Industry Clusters.

January 25th, January 25th, the first big rally of Anta in 1999. brand Banner, implementing brand strategy. Anta The "profit" of the whole year is a success. With Kong Linghui's confident and sincere "I choose, I like", Anta has also become the brand chosen by Shenzhou.

The example of success is enormous. Anta tasted the first oral taste of the soup, and the other brothers did not show their weakness. For a time, no matter what enterprise Size, regardless of whether it is necessary, regardless of whether the strategy does not conform to the strategic planning, Jinjiang shoe enterprises to attack, brand battle began. Celebrities and advertisements have become the new theme of the battle of Jinjiang shoe enterprises after the war of talent. Walking in the streets and alleys of Jinjiang, Hong Kong, Taiwan and Chinese and foreign celebrities, who have models and faces, are smiling with one smile, and spare no effort in recommending one after another sports brand.

According to statistics, Jinjiang shoe enterprises have 19 Chinese well-known trademarks, 8 famous brand products and 36 national inspection free products, and the "national brand" brand accounts for more than half of the national sports shoes industry. Anta, XTEP, Almost all brands of sneakers in China come from Jinjiang. These amazing figures show that after 30 years of development, the footwear industry cluster in Jinjiang has been formed, especially through the brand name craze, and the brand effect has effectively promoted the formation and improvement of the footwear industry cluster.

　　 Problems exposed in the "brand war"

However, under such a large regional environmental background, it is inevitable to expose and derive some problems. It is the inevitable stage of the development of the famous brand of enterprises, and is also the market trend faced by the brand when it develops to a certain stage. For example: hype marketing director, crazy CCTV advertising, blind and fashion. No matter how these practices look, they are successful after short term market tests.

The thinking and improvement after the exposure is related to the development of Jinjiang enterprises. It is hoped that the analysis of these problems will bring some enlightenment to the industry and promote the healthy development of the whole industry.

　　 Boat strategy triggering price war

At present, the most puzzling way for the bosses of Fujian sporting goods companies is the marketing method. Once the advertising function has been weakened, relying on a single market operation means, the possibility of completing the sales plan has been very little. As a result, since last year, some brands have begun to develop towards functional subdivision, and have achieved some success. Such as the development and production of canvas shoes. However, what they did not expect was that the latecomers rushed to the market, causing the market to be extremely saturated, and the wholesale and retail prices of the market were decreasing. Canvas shoes are like this. They are also difficult to escape. At the same time, new brands continue to compete in the market. Some brands that are labeled with international brand labels make the already chaotic sports shoes market more complicated.

With the increasingly full market competition, the price war will be inevitable. The average density of the competition is increasing and the average profit of the industry has been diluted. Therefore, manufacturers, especially regional dealers, hope that the good days of wholesale price difference will be gone without prior experience. The market has put forward higher requirements for manufacturers and distributors. Dealers must learn to "cut meat" voluntarily in order to adapt to the new market situation. On the other hand, those with strong strength will also use price leverage to "stir up trouble". They used the strategy of "sailing ship" to throw those small brands with no strength and scale effect into the bottom of the market. And those who want to try the brand of dark horse will often enter the market quickly with low price. If you come to me, the average price of China's sporting goods market will come down, and a price storm will soon blow up.

　　 Matthew effect decides market shuffle

Last year, the market of China's sports shoes and clothing market ushered in an era of great differentiation, great reorganization and great integration. With the intensification of market competition, the "28 law" in marketing has produced the Matthew effect, which is stronger and weaker in sports shoes and clothing market in China. According to incomplete statistics, there are more than 3000 sports shoes and clothing factories in Jinjiang, and there are more than 40 brands devoted to the development of mid-range sports shoes market. Marketing theory holds that if a market has gathered nearly 50 brands, the market will be extremely saturated to the stage of market shuffling. Therefore, according to this statement, China will enter the reshuffle year of the sports shoes Market in the next two years. Those brands that maintain a leading market and become bigger will consolidate their advantages and expand their territory by all means, and those smaller and less competitive brands will be increasingly sad. Only after the survival of the fittest will the market become mature. This is also the inevitable process for Jinjiang shoes and clothing manufacturers to go through. With the deepening of competition, the market structure will be decentralized and centralized. It will move from small country 800 and princes 3000 to seven heroes in the Warring States period and five in the spring and Autumn period. {page_break}

　 Winning the business brand

Nowadays, cheaply has become a double-edged sword for Jinjiang enterprises. While it is putting its lucrative profits in its pocket, it is also worried about the uncertainty of the market.

Ding Mingliang, President of del Hui, believes that the key to break through the "bottleneck" is to do what we can and continue to develop. It is the only way for every enterprise to achieve a healthy development by laying down their heads and resisting loneliness. Only by relying on products can the brand be truly invincible in the future competition.

Guan Jinjiang enterprises in CCTV bombarded advertising, spend big price hiring spokesmen and so on, also because of no alternative. However, what enterprises really need to do is to improve the quality of products. Without attractive products, others can only be minutiae. Mr. Ho, general manager of del Hui company, told reporters that Jinjiang sports shoes enterprises must raise their products to a certain standard. Only by vigorously strengthening the ability of design and development can we really gain the initiative in the market competition. Advertising, image spokesperson and other publicity and promotional activities can only be a supplementary means. If the enterprise ignores the "strong attack" on the product, then the brand will lose the possibility of being unbeaten for a long time.

　 Anta's success is no accident.

Anta's success. In 2005, when Anta launched a brand new slogan: Keep Moving, Anta began to turn its attention to international, "Adidas" and "Nike". After invites Nike China's advertising agency, JW, Anta has stepped up its efforts in advertising, and has launched a series of TV advertisements with international standards to improve its brand image. In 2006, the advertising and publicity expenses of Anta accounted for 8.3% of the turnover, while the proportion of advertising and publicity expenses in 2007 and 2008, which were wrapped up in the Beijing Olympic Games, rose to 12.4% and 13.8% respectively.

"The development process of many Chinese sports product enterprises includes several typical stages: foundry, pure product manufacturing, and then start a large number of products wholesale, rather than focusing on brand building, and then everyone began to realize the importance of brand and began to make brand." Zhang Tao, vice president of Anta, said, "but Anta is not. First of all, we realize the importance of brand operation to sporting goods enterprises. After realizing this importance, we took the lead in making bold attempts to implement the brand strategy in an all-round way and quickly enter the brand operation stage from the brand start-up stage. In recent years, Anta has always regarded science and technology strength as the core competitiveness of enterprises, and technological innovation has determined the sustainable development ability of enterprises. In 2005, Anta spent about 30000000 yuan to set up the first sports science laboratory in China, developing sports technology and functional design according to the athletes' body data. Anta's CBA league players, who have been sponsoring Anta, have not been satisfied with Anta products to 97%.

Anta's success is no accident, because the brand is not just advertising, whether imitation or innovation. Making brand is a systematic project. For sports apparel market, apart from brand positioning, there is the quality of products.