Three Leaps Of Domestic Casual Footwear Industry From Product To Brand

January 27th news made in China

The practice of highlighting the characteristics of the product itself is understandable. This is also a necessary course for all brands to start. Many international first-line brands have been through the long stage of upgrading from product to brand, and have been able to base themselves on the market for a long time. Moreover, over the past hundred years, they have continued to strive for improvement in product characteristics and have never dared to slack off.

For the domestic casual footwear enterprises, how to raise the basic characteristics of the product to a certain extent is directly related to the pace of its brand building.

So how far is it from product to branding? This is a big issue before enterprises.

Switzerland's largest watch group is also the second largest luxury group in the world, Francis Gu Teng, President of the Asia Pacific Group, and the introduction of luxury goods into a country or region has to go through three stages.

The first step is to explore the way, explore small-scale sales and open up awareness. The second stage is the reeducation stage for consumers after having a certain reputation. The last stage is that consumers have a deep understanding of brands and clearly know what products they need.

This may give some reference to domestic enterprises, though we still have quite a distance from luxuries.

The first is the process of pathfinding.

This process is the process of product positioning, market positioning, brand positioning and so on. It is also an extremely complicated and difficult process.

In this process, there are many product elements that need to be pushed to consumers, but one thing to note is that we must give full play to the advantages of enterprises.

The first thing to bear in mind is the development of styles. The best way to impress consumers with completely unfamiliar products is to form the first visual impact, so that consumers can feel their eyes brightened.

Next is the comfort of shoes.

This process requires a lot of preparatory work, but most shoe companies in China ignore this point, and think too much about the basic exploration process. They only imitate mechanically, plagiarize their shoes, play the slogan of brand promotion, and wait for the slow increase of sales volume.

Without a solid foundation to pave the way, the first result of the brand entering the market is often bogged down in the mire and trudged hard.

The second is the process of reeducation.

The premise of the marketing work of luxury brand is "having a certain brand awareness", and for the developing brand, the premise is the relative perfection of the layout of the channel.

To enable consumers to truly experience the uniqueness of products, they need to be built on the basis of wide channels.

The main characteristics of leisure shoes, comfort, should also be let consumers really experience at this stage.

Such a case fully illustrates the importance of product experience: once someone loved ECCO's fame and entered the shop, but because of the high price, it was too comfortable to wear shoes. It was so comfortable that they could not bear to take off. Finally, the enemy was not comfortable with the temptation.

It can be imagined that this customer naturally becomes a loyal customer of ECCO.

This is the power of experience! International brands can get consumers' first experience with a strong reputation, and rely on super value product experience to win consumers' long-term patronage.

And the "brand" brand can only win the customers' eyeballs through the physical shops, and win the popularity of the brand through sales volume.

The third stage is the process of interacting with consumers and subdividing the market.

The high-end products can be surpassed. The only thing that cannot be surpassed is brand connotation and historical accumulation.

The brand that enters this stage, its product line has been very rich, the channel network is very stable, at the same time, the competition of the peer is also increasing.

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The brand needs to earn higher added value. In the market environment where the product follows the trend, the core culture of the brand is the work of the enterprise, which is accompanied by the subdivision of the market.

It is impossible for a brand to face all kinds of consumers, nor can it win the preference of all kinds of consumers.

What enterprises need to do is to seize a group as much as possible and gradually expand this group.

In short, style, character and culture are three labels of brands at different stages of development.

Only after these three stages can the product really become a brand.

Each enterprise's brand building path is basically the same, but the timing is different, and the consolidation of the previous stage is probably to save more time for the next stage.