Small And Medium Sized Shoe Enterprises Take The Personalized Route &Nbsp, Implement The Curve Breakthrough.

At the moment of January 28th, the consumer psychology of seeking new products is constantly increasing, and from the past selection standard "good quality and low price" to the present "quality + personality supremacy", the shoe products are moving from the function of the necessities of life to the "necessity".

Nowadays, the trend of the footwear industry is becoming more and more obvious. The major brands abroad are entrenched in the first-line market, and the domestic heavyweight brands are hovering on the two or three line. More and more small and medium-sized shoe companies are struggling in the three or four line market and struggling for the right to subsistence.

Small and medium-sized shoe enterprises start late and have little funds. It is not desirable to go out of the normal line in order to break the tight encirclement in the situation of Wan Jun's melee.

Just as people's personality manifests itself in many directions, from small to outer dress, to the ideological edge and the unconventional way in practice, shoe companies also need to enhance their competitiveness and personalize themselves.

Personalized products

Relying on abundant strength, large enterprises can move forward more frequently, do sports shoes, do casual shoes, and make shoes for men and women again.

Small and medium shoe enterprises can not be mixed and not refined for the industry.

First of all, shoes enterprises should choose their own industry direction, do adult shoes, do their best to do adult shoes well, and do children's shoes to dig out the bright spots of children's shoes.

In the context of the refinement of the shoe industry, we can also choose a corner to highlight the corner and raise the strength and popularity of the enterprise.

For example, in Jinjiang, when everyone is playing sports shoes, the Starling shoe industry has launched its own flagship product, beach shoes and board shoes, and won the reputation of "beach shoes first" and "Board Shoes family".

No matter what they do, shoes enterprises should make their products personalities bright, so that consumers can quickly combine certain characteristics of certain products when referring to their brands, not just a vague shoe factory concept.

Today, we will make steady and heavy leather shoes, and make beautiful sandals tomorrow. There will be no way out for the lovely children's shoes the day after tomorrow. We will create a symbolic product that will make it easier for us to understand our products and remember it.

Personalized brand

Brand building is a symbol of the independence of shoe enterprises. However, many small and medium shoe enterprises have been relying on making OEM for others. They are in a very passive situation. Once the industry turns around, they lose their orders and can only sit on their own.

At present, most shoe companies are aware of the importance of creating independent brands. However, how do we fight brand wars? There are one or two classic strategies.

For example, in 1998, when Anta signed Kong Linghui as the spokesman of the image, it was a great success. A lot of shoe companies in Jinjiang began to take the road of "advertising endorsement + sports marketing".

However, large enterprises have strong capital to make the back cushion, can join hands with the first stars, and can invest in sports events in a big way. If small and medium-sized enterprises spend large sums of money to engage in such tactics, they will not be able to do enough, and they will have a tendency to follow suit in the later stage, and they will not get the desired results.

Small and medium-sized shoe companies should bring out their own personality when they engage in brand tactics, so as to achieve the best publicity results at a lower cost.

It's more like sports shoes enterprises when they are advocating sports spirit. Small and medium shoe enterprises may wish to play the cards of love and technology.

Show a different side and try not to let consumers get caught up in the weird circles of homogenization.

Personalized marketing

With the arrival of the era of terminal era, the overall coverage strategy of large enterprises is in full swing.

The strength of small and medium-sized shoe enterprises is relatively weak. If we want to win the scale, it is obvious that the eggs will hit the stone. At this time, we must consider breaking through the local market.

If the prosperity of big cities can't get in, then find a little more quiet and do a little bit.

It is also a good policy to bring local consumers to their stores.

A small and medium-sized shoe manufacturer in Wenzhou has conducted a thorough market review and concentrated funds to launch a comprehensive attack on a certain market in the north.

We must strengthen training in talent strategy and have individuality in marketing thinking.

Service to the terminal network, to provide humane, family friendly services.

Through the rapid introduction and assimilation of information in different places, the competitiveness of products in the products is provided. The terminal strategy provides a form that can not be imitated by the industry on display, concentrating funds for regional brand building and achieving great success.

To a certain extent, the market refinement has provided a favorable opportunity for all small and medium shoe enterprises. As long as they are good at observing and digging, small and medium-sized shoe enterprises can also play an advantage in the region.

Generally speaking, large enterprises have a wide range of marketing and the regional personality of products is not strong. Small and medium-sized shoe enterprises can concentrate their efforts on tailored products that are in line with the characteristics of regional consumer consumption.

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Personalized technology

Footwear industry is a labor-intensive industry, but it is absolutely impossible to produce a good pair of shoes without technical participation.

Technology, as the core of individuality, can not be ignored.

The development and utilization of technology is the best embodiment of the warm and loving care for consumers on the one hand. On the other hand, it can turn it into a personality spot in the development of shoes enterprises.

On the one hand, it is the science and technology brand. On the one hand, it is to recruit talented talents, expand research teams and improve their own R & D capabilities. On the other hand, they join hands with the Sports Science Research Institute of the State Sports General Administration to invest heavily in the establishment of sports equipment product R & D center, and integrate the research and development mode of international top brands.

The strategy of "two hands" has greatly improved the quality of the product, which has also enhanced the reputation of the enterprise.

To build a first-class team like big enterprises and establish their own R & D system may be more difficult for small and medium-sized shoe enterprises, but small and medium shoe enterprises can at least introduce and assimilate others' technology and pform into their own competitiveness.

Large enterprises have strong capital and technical strength, and have market advantages, but small and medium-sized enterprises also have the characteristics of mobility and flexibility.

If a large or small enterprise is to fight a boxing or a wrestling, the greater the advantage, of course, the greater the advantage is.

In the process of growth, small and medium-sized enterprises must shape their personality in many ways, tap the bright spot of enterprise development, and break through the market in order to stabilize the market.