Low Price Marketing Strategy Leads Shoe Enterprises To Lose Brand Growth Opportunities

March 7th, Fujian, Zhejiang, Guangdong, Sichuan and other provinces and cities have many low price phenomena, all kinds of products are available. In this way, we are grabbing the market of others in terms of export. For example, our travel shoes, leather shoes, clothing prices are very low, some leather shoes are only a dozen yuan, a total of two U. S. exports, the quality is not worse than foreign production, and the brand is still well-known brands abroad. Such a low price. Marketing Strategy has made us a permanent processing factory in the international market, and no chance to grow into a brand.

Others have brands, they earn the biggest profits, and we can only earn some processing fees. How do we make brands?

Recently, some enterprises have come to realize that they should turn the market from abroad to China and start their own brand. The price of a pair of shoes can also be awarded to tens of dollars.

Although some marketing behaviors are relatively primitive, they have finally stepped out of the first step of brand building.

In Fujian, there are some shoe making enterprises that make products brand. Advertisement It is mainly based on brand recognition or concept. It can be said that the first enterprise to do this type of advertising can still occupy a certain share, because consumers at that time mainly accepted foreign brands. Because those brands are foreign concepts, which bring high desire interest to consumers, and the interests of concept are mainly caused by product interests. Many companies follow suit. Consumers will not choose to have more concepts. In this way, a simple brand cognition will not work.

In fact, the market is dynamic. Until today, if you want to make a brand, you need to choose your brand identity group according to the market situation. The interests and desires of the group can not be achieved in the same way. [an error occurred while processing this directive]

Many of the phenomena we are seeing now are Follow the fashion It's very blind.

I have seen many similar enterprises, where the workers are generally not very old, and they are 20 years old. Some enterprises pay wages on an annual basis, that is, they manage to eat and control, live a month off, and even work for 16 hours a day, thus forming a low price processing market.

The existence of this market is because we have cheap labor force, which has many hidden dangers in itself. Before and after the Spring Festival every year, the price of train tickets increased. A large group of railway transport targeted at low-income workers. They also had one thousand or two thousand yuan of extra money a year. Such a rise in price, some home far away a train ticket is five hundred or six hundred yuan, hundreds of dollars back to the home, earned a lot of money spent. So these people simply don't go home in the new year, but only a few years before they return. Though controlling the flow of people in railway transportation, it has also caused many people's grievances. Of course, these enterprises are happy, and the workers will not be able to go back to work during the Spring Festival, so they can work overtime and produce more products.

What is the final result of the business?

It can only be a low price strategy.

The result of reducing product cost is to attack brand price by product price.

The low price strategy hit some domestic enterprises, and also dealt with brands abroad. Domestic brands are being killed, foreign brands can't get in, or they can run into other countries' markets and run their own export markets.

The whole phenomenon is very confusing. This is a question worth pondering deeply.

In addition, a new product brand must enter the market and invest heavily in the promotion. It is difficult to endure the low price. Therefore, some enterprises feel that it is easier to directly copy foreign brands, which can not only achieve sales volume, but also gain a certain profit because of the savings in the promotion cost. {page_break}

Regional policy imbalance is also a problem. Regional influence is particularly big. We have made the brand in this area. When we think of another area to do it, the intensive consumption there has been rushing to the market in other ways, and the market space has been filled up. It is impossible for our brand to go past.

So if we want to make a brand, these things must be taken into account.