When Will The Marketing Of Shoes And Clothing Industry In Minnan Leave The Experience Era?

When communicating with customers in Minnan shoe and garment industry, they often feel the dependence of enterprises on their experience.

For example, the imitation of the marketing behavior of large companies, the emphasis on the cooperation of large companies, the desire for talents of large companies, and the plagiarism of large companies' advertising forms.

Similar to the consequences of respect for experience above, enterprises tend to produce light knowledge, that is, experience is real, and knowledge is virtual, mature experience is a doer, while those who flaunt knowledge are those who are full of theories or are imaginary men who are talking on paper, or are swindlers.

Real experience can be applied to practice, such as general management process, shop display skills, etc., for immature enterprises, it is natural to achieve immediate results.

So the enterprise will further enlarge the value of experience and hunt for a new round of experience.

So small companies copy big local companies, while big companies copy international brand names.

We know that the reason why big brands can maintain their leading position in the market for a long time is that the big brands have special competitive advantages and the systematic business models constructed therefrom.

The competitive advantage here refers to the characteristics and expertise of enterprises that have been accumulated over a long period of time and are not easily replicated by other enterprises in a short period of time.

Competitive advantages can be in terms of management, technology, marketing and human resources.

In short, competitive advantage depends on the capabilities of an enterprise, and the ability of an enterprise depends on its resources, including tangible and intangible resources.

The resources that an enterprise occupies is not a rapid expansion in a short time, but a snowball accumulation.

For example, in recent years, the ZARA mode that shoes and apparel industry takes delight in, its competitive advantage lies in its ability to achieve "speed". Specifically, ZARA has at least the following abilities: fast imitation ability and powerful imitation team, fast production mode and efficient logistics distribution system, high frequency and humanized information system and communication mechanism, huge marketing network and fast sales ability, strong financial strength and so on.

In a system similar to ZARA's whole high-speed operation, any part of the system is lagging behind enough to cause overall loss.

It can be seen that the success of ZARA mode is based on system strength rather than single capability.

The footwear industry in Southern Fujian often draws on fragmented or phased experiences in successful cases.

Only then did they fight for the spokesperson or invest in CCTV or Hunan satellite TV propaganda, or sponsor various events, or constantly update the shop decoration, etc., seemingly doing the same thing, knowing that they didn't know it, so the result was not obvious, but it made the enterprise hurt.

In fact, in recent years, there have been obvious changes in the domestic footwear industry market. The following points are worth noting: first, the dilution of product categories, the indistinct segmentation of different types of products, the continuous expansion of product lines by different brands, and the competition between different categories of products.

In the past, the industry's cognition of competitors is relatively narrow, and most of them think that the brand of manufacturing similar products or even the same kind of business mode or the same price is the opponent. However, at present, it is necessary to focus on the choice of the brand or category among the target customers in order to redefine the competition relationship from the perspective of purchase demand.

For example, Anta, whose sports shoes are the main business, poses a competitive threat to casual wear when it increases clothing products.

The two is the full entry of international brands.

Because many years ago, the shoe and clothing industry in China was still in the stage of disorder and excessive competition, and the market pparency was low, and the purchasing power of customers was insufficient. Many international brands ignored or postponed the entry into China.

In the long term development of international brands, most of them have extended behavior, product category involves wide range, price covers low, medium and high grades, so the domestic brands constitute a whole rather than partial pressure.

Three is the sharp increase in the cost of shoes and clothing industry sales.

South Fujian shoes and clothing enterprises are accumulated in the long term low cost operation. After the pformation from wholesale to licensed distribution, the cost, human resource cost, advertising cost, terminal construction cost and logistics cost of the channel support enterprises are overburdened by enterprises. On the other hand, a large number of competitors are crowded in the marketing homogeneity of the scrimmage, and the price war with price reduction and gift giving means one after another, and the profits of enterprises are thin.

What is particularly noteworthy is that many shoe and clothing brands, especially sporting goods industry, eagerly look forward to the 2008 Olympic year. It is generally believed that the Olympic Games are market opportunities and will bring people's attention to sports, which will lead to the selling of related products.

This is the consequence of product oriented backward ideas.

From the previous VCD wars and mobile phone wars, we can see that the exuberant demand for buying may not make many manufacturers average profit, but the shoe and clothing industry's low entry threshold, low level operation and huge number of manufacturers determine that 2008 will lead to a small number of winners, and a considerable number of brands will have nowhere to go.

There has never been such a complicated market situation before the shoe and garment industry. Many large enterprises have completed capital accumulation in the micro competition environment in the first ten years. Therefore, many seemingly old experience is no longer effective, and marketing is essential for the brand to break through in the melee.

After the top three foreign brands occupy most of the market share, the domestic mobile phones such as Kejian, panda, Konka and other domestic mobile phones have entered the market in a high way. They have done a lot of efforts in the conventional means such as star advertising, terminal competition, price promotion and so on. After the exhaustion of their physical strength, the domestic brands, such as commercial mobile phones, have launched the information security cell phones through the product innovation. They will mainstream the market in the name of "nude mobile phones", so that they can distinguish the distance between business and traditional mobile phones, avoid direct competition, and create a typical customer image of "successful people" through the media innovation, such as the VIP experience center and TV direct sales channel, and finally win a place in the environment where foreign brands are similar to monopolization. For example, the mobile phone industry in the past few years.

The current marketing concepts and behaviors of the larger brands in Southern Fujian's footwear industry are similar to those of the previous domestic mobile phones. They are based on traditional marketing experience and are rarely seen as innovative innovators in business.

In the face of increasingly complex situation, in recent years, such as Adidas, McDonald's and other mature brands are gradually out of date due to their own experience, and have to rebuild their brand image through bold and innovative behavior.

For the majority of shoe and garment industry brands in Southern Fujian, we should fully understand the essence of marketing competition, find market opportunities through market segmentation, establish their own competitive advantages through strategic and tactical planning, and step out from the quagmire of experience together as soon as possible.