Small And Medium Sized Shoe Enterprises Take Brand Differentiation And Get Out Of The Dilemma Of Homogenization.

In this age of individuality and style,

Many small and medium sized shoe enterprises are in a state of anxiety.

There is no strength to fight against the first line brand, but also can not shake off the other two or three line brands.

In such a crack, setting up a brand image and expanding popularity is the goal of shoe companies.

Many enterprises, through advertising on various channels, invite famous singers and movie stars to endorse, organize various competitions and other ways to achieve their brand promotion purposes.

Since Anta set up the "star + endorsement" Jinjiang mode, "star + advertising" has become a theme of competition among shoe companies.

Big and small shoe companies are scrambling to spend time in advertising.

The popularity of the brand has gone up, and the cost of shoes has gone up. The small and medium-sized shoe enterprises, which lack strength in technological innovation and product development, seem to be more powerless in this respect.

As a result, compared with similar products, it has no advantage, and production and sales are increasingly homogenized.

Lack of brand personality means lack of initiative in competition, and ultimately the elimination of the market.

The collapse of many small and medium-sized shoe enterprises is a living example.

It is beyond reproach that shoe companies invest in brand publicity.

However, what makes people feel helpless is that under the condition of product homogenization, simple brand publicity can not change everything in general or in the long run.

When consumers purchase, they find that different brands of shoes are worn on the feet, no matter how different the shape and interior of shoes are compared with other shoes, the brand has become the real meaning code, a name.

Some shoe companies have deviations from the grasp of brand connotation. They simply believe that brand is only a conceptual thing.

Advertising has gone up, but it can not make consumers remember and favor their products. The value of the brand can not be improved.

As a matter of fact, brand is a broad concept. It includes not only the external elements of popularity, popularity and reputation, but also the internal elements of brand's function and quality.

Only by developing the internal factors such as brand function and quality can the external reputation and reputation be better promoted.

In today's competitive market environment, many small and medium-sized shoe enterprises want to develop. To enhance brand value, we must find the difference between the brand itself and others, and take the way of brand differentiation.

CONVERSE vulcanized shoes have been well known internationally, but the brand of vulcanized shoes in the domestic market is still in the blind area of the low end, and the high-end vulcanized shoes market is a cold plus cold door.

Po Da shoe industry has been playing the banner of "not taking the sports route" in Jinjiang, where sports brands are gathered together. The sword is taking the lead and is committed to building "China's CONVERSE" and producing vulcanized shoes.

"Bao Da is in the race with Boulter. I am the only person behind me. Even if I lag behind, I will be the second in the world.

This is our differentiated development strategy.

Alternative and personalized brand positioning makes Bao Da seek the conjunction point with the younger generation.

It was selected as "the ten most growing sports and leisure brands in Jinjiang", the ten "ten brand new stores in the Chinese brand city" and the favorite brand in China.

In addition to seeking differentiation in brand positioning, it also seeks to differentiate products in terms of their manufacturing processes, functions and other intrinsic qualities.

With the increasingly fierce homogenization competition, the successful experience of Bao Da is worth considering and learning from the small and medium shoe enterprises.

Everyone knows the importance of brand, and the brand characteristics of "people without me, people have my own" can get consumers' love.

Small and medium sized shoe enterprises, whether or not they are faced with the problem of homogenization, should seek brand differentiation in the future development, so that they will have more initiative in competition.

If we just get together to operate blindly, then enterprises will sink into the quagmire of homogenization and can not extricate themselves.