Chinese Shoes To The World

Since human beings have walked upright, their feet have become the most effective tools to carry people forward. Until today, the most convenient "11 way" bus is still those feet.

In order to protect the working tools, human beings began to explore and study shoes.

Chinese people have deep feelings about shoes. How many rice soup, cloth pieces and hemp lines do they need to consume?

Modern people have no intention to measure, from an artificial point of view, a needle and thread, through a thick centimeter of soles, enough to make people sob.

After the emergence of rubber, the manufacturing process of shoes was liberated, so there was a new face called "release shoes", which made Chinese people enter the modernization process with unparalleled bold and unconstrained influence.

The pace of modernization is irreversible. From clogs cloth shoes to rubber shoes, the old era is gone forever. The only remaining old Beijing cloth shoes and cloth tiger shoes become a sign of mental aging, and a tourist souvenir has been shelved.

The shoe's going abroad has lost its advantages. Under the background of "made in China", domestic shoes have been a cup of soup in the world market. We have unparalleled cheap labor. Our forefathers created extremely meticulous and super patience with the bottom of the thousand layers of shoes. All of these have won a lot of orders for our shoe factories, and domestic shoes have begun to go to the world.

Looking back on these, I hope you can understand that there are feet and shoes. China is good at shoemaking and has a historical tradition. In addition, it is clear about the fact that China's shoe factories are developed on the basis of orders from all over the world, and we are falling behind others in the modern shoe market.

Ignoring facts will lead to blindness in action.

Jinjiang shoes occupy 20% of the world's shoe market. Many people feel that how to make domestic shoes and how to look up to the world, etc., actually look at Jinjiang shoes one after another, playing the brand of "NIKE" and "ADIDAS", and we know that making shoes and making brands are two different things.

Shoes turn so, in recent years, many shoe companies have begun to brand strategy, but whether it is shoes, or brand, we are beginners, watching teachers in the market and surprise, many students can not sit.

Dozens of shoe brands turn stars, take turns on CCTV and take turns showing up. Honestly, how many shoes do we remember?

We like to say "China's national conditions". What kind of national conditions do we have in the consumption and use of shoes?

Just follow the international brand and see that there are still loopholes in the international brands, so they will be happy in their hearts.

It is necessary to calm down and rethink the brand operation of shoes.

From shoes to shoes observation, from products to promotion, there are at least two brands worth noting: 1. Daphne: the angel of premature delivery, Shanghai's products are fashion, mainly reflected in its novel design, from shoelaces.

The thin shoelaces are so unbearable that they have to be careful.

Making shoes into such a fashionable thing is Daphne's innovation and Daphne's fatal weakness.

Just as the old saying goes, "since ancient times, many beautiful faces are small," after a small survey, Daphne shoes are rarely worn out in 3 months.

Leading the fashion, leaving shoes apart from wearing.

Daphne is a premature angel. If you can make people feel tender, you may continue to be gentle in the market. If you provoke anger, you may die early.

2. Red Dragonfly: man is more than shoes red as a pair of shoes, red dragonfly has a good name, warm, elegant, free, full of color publicity and life movement.

But the emergence of women's twelve music shop seems to rewrite all of this.

First of all, the women's twelve music workshop is 12 people, and has no symbolic image, which has led to the weakening of the image of the celebrity endorsement. Secondly, the works of Lok Fang mainly rely on hearing, rather than vision, just like the shoes will not sound, the silent shoes and the noise of the play are so incongruous.

The observation of men's shoes also has some intriguing points: 1. Lining: follow Nike's Lining's ribbon sign, in addition to learning Nike, you can't see the special character of the logo.

The image can be used for reference, and the inheritance on the promotion will take its course.

In the category of sports shoes, the study style of domestic shoes is endless.

Lining, the leader of the whole learning group, followed Anta closely, followed by a group of Jinjiang's supporters.

It is not that innovation is difficult, but that innovation is risky.

All brands can take a certain advantage in footwear, packaging and promotion as long as they follow suit. No wonder these brands are enjoying themselves.

2., the form is bigger than the content. In terms of products, compared with the weakness of women's shoes, men's shoes are prone to more and more complicated problems.

In the survey, we found that men's sports shoes such as degumming, fracture, loose line and other issues in the domestic shoe repeatedly banned.

Often due to some fatal defects, a pair of shoes that look very new can't be worn out.

We notice that a lot of domestic shoes pay much attention to the external image, but not the internal quality and the shoes that are humiliation. At the moment, they are as gaudy as children's toys and can't stand beating.

Where are the domestic shoes going?

If you want to choose the most inexplicable advertisement in 2000, you may be able to climb the top card with an advertisement of 331 degrees: wake up the leopard in your heart.

In Africa, leopards are known for their speed. Unfortunately, most African people do not wear shoes.

Then it adjusted the direction of 31st degree: to be brave, but to emphasize self affirmation, it is still a kind of nothingness. It feels the same as Nike, Adidas and Lining.

Inexplicable advertising is rooted in advertisers' blind admiration and plagiarism of international brands.

The international brand emphasizes the spirit of sports, because such brands integrate the best sports and athletes in the world, where the domestic shoes are developed on the basis of clogs and thousand layers of floor. Until modern times, they understand shoes, and the difference between them is still far away.

Therefore, we need to start a new business in brand building.

The first is the promotion of products, more practical, less fancy, more quality, less chance.

Secondly, we should enhance the design, create more points, and imitate less.

The third is the promotion of advertising, more practical, less point of view, more small budget, less flicker.

Fourth is the promotion of promotion, more international sponsorship, less in the fight, spend more money, do less pure advertising.

A little extravagant hope for domestic shoes, everyone is a consumer, from the store to walk out, I believe everyone's feelings will be almost the same. From this point of view, we will make the following expectation for domestic shoes, and expect all brands to go all the way!

Look forward to 1: learn from BELLE to do LOGO, take into account both fashion and personality.

Look forward to 2: learn fine workmanship from Kangnai, and make domestic shoes directly comparable to international brands.

Look forward to 3: learn from Daphne style design, so that mainstream consumers automatically approach.

Look forward to 4: learn from Lining to make brand culture and create Chinese shoes culture from Chinese spirit.

Look forward to 5: learn from Anta to develop terminal, and turn its brand to the whole country.

Look forward to 6: learn from Hongxing Erke and tie up the brand and international events more closely.

Look forward to 7: learn from Japan and ask stars to tie consumers' expectations of stars and products.