China'S Footwear Enterprises In The Era Of "Micro Innovation"

April 14th, is gradually getting rid of the impact of the financial crisis, and

Under the constant escalation of the competition among the major shoe companies, various kinds of brands on the market are emerging one after another. While bringing diversified choices to consumers, the market operation mode of the enterprises tends to be homogenized, so that they have to carry out a brutal price war, which makes the development of enterprises fall into a strange circle.

It also widened the distance of the domestic brands which originally had a certain gap with foreign brands. But the brand products that were originally strong competitive brands also failed because of the adverse effects of imitation, and lost the brand's connotation and characteristics.

How can we attract the attention of consumers without unique outstanding brand personalities? How can we have the opportunity to occupy a favorable position in the market? Looking for the distinctive brand is becoming the most important part of the development of enterprises. Apart from finding breakthroughs in traditional technology and R & D, continuous innovation has become the trump card of winning the market.

However, in this era of "consumer is king", more and more individualized demands are constantly emerging. Enterprises should enhance their core competitiveness and open up larger market development space. They should not only operate with innovative ideas, but also strive to meet the needs of every target consumer with the attitude of "micro innovation", and strive to win the details in detail, so that all the details that the insignificant and competitors do not pay attention to can best impress the consumers, so that enterprises can remain invincible.

Innovation is the source of power to maintain the sustainable development of enterprises, and is also the inevitable trend of the development of the times. It is necessary for enterprises to create new products, new technologies, new markets and overwhelming competitors on the basis of measuring their own strength and situation.

Micro innovation pays more attention to the consumer's perspective, aiming at factors such as customs and habits, personality preferences, actual situations and feedback of different target consumer groups, focusing on the needs of consumers from a small point of view, so that they can truly feel the all-round service of brand enterprises.

For consumers, they do not care about any technological innovation of enterprises. What they value is how these technologies can bring about an updated experience for themselves. Therefore, the strategy and innovation of enterprises should be oriented by consumers, from bottom to top, from outside to outside, which is the so-called user experience centered micro innovation.

Through the consumer centered innovation experience marketing, with affinity gesture close to consumers, and innovative marketing effect firmly grasp the consumption resources.

In the dazzling shoe brands, to make themselves stand out, we must rely on differentiating products, services and images to create a distinctive brand of shoe companies, which requires micro innovation as a breakthrough.

"The customer is the chief Innovation Officer of the enterprise."

The "company centered" innovation mode has disappeared.

On the contrary, consumers are playing a more and more important role in creating value through their unique personal experience.

Brand shoe enterprises should collect consumers' feedback from offline sales channels or interact with consumers through the Internet and other media to understand their latest ideas. After a series of market research, they can be used as the basis for strategic formulation, technological improvement and other decision-making, and develop products that are welcomed by the target market. They should boldly adopt innovative thinking in designing concepts or in the use of science and technology, and try their best to meet the individual needs of consumers.

Terminal construction in marketing channels is more important for brand shoe enterprises to exert their courage and creativity. This is the ultimate port for providing products and services directly to consumers and completing market pactions.

To create excellent brand, output brand value and expand brand awareness, we must also use the effective form of terminal to complete.

According to their own ability, market environment and situation, shoe enterprises should choose suitable areas for product sales to carry out channel extravagance, through the terminal improvement measures such as shop decoration, product display or service guidance, so as to create the best shopping environment for consumers, and timely launch marketing propaganda and promotional activities, attract and satisfy consumers' desire to buy, and create more interactive experience consumption mode, so that consumers can truly enjoy the whole shopping process and cultivate loyalty to the brand.

Of course, whether big innovation or micro innovation, it is important to maintain continuity. In such an era of user experience, it is very difficult for enterprises to grasp the consumer's idea at all times. Only through constant failure and attempt, can we grasp the pulse of the market by pressing small and fast wins.

Consumers are the key to deciding the survival and survival of enterprises. Only when brand shoe companies really value the micro innovation based on user experience can they make progress and take the strong competitive advantage in the forefront of the industry.