China's Footwear Industry Is "Alienated" To Achieve Brand Success.

Some experts have described the status quo of China's footwear industry. "China's products are updated too fast, and this abnormal phenomenon is reflected in pure appearance imitation."

At present, there is such a phenomenon in the domestic design and development. The leading city enterprises imitate the foreign brands, the mainland enterprises imitate the frontier cities, the domestic small shoe factories imitate large enterprises, and the styles follow up quickly, but the prices are falling constantly, so that the shoe enterprises can only keep up with the bad luck brought by the price decline only by constantly updating them.

Therefore, accelerating the pformation of market differentiation and refined production will become the main means to enhance the competitiveness of enterprises.

"Enterprises should choose a brand positioning that is consistent with the actual needs of consumers in the root of differentiation."

A marketing expert, Wen Fang, said that if a brand wants consumers to recognize you, you must create a memory point. This memory point must be differentiated from the mainstream brand in the industry. The brand memory point of this brand is a blue ocean market.

Analysis of the development of foreign footwear industry, its style changes slowly, especially about comfort, environmental protection and other functions. New technology and new materials support the development of the industry.

"With the improvement of the living standards of Chinese people, consumer demand has also been pformed into comfort. In recent years, the rise of leisure brands is a sign.

The market pformation of sports shoes will be the first to have the comfort brand effect among many brands.

Qian Jinbo, chairman of Zhejiang Red Dragonfly Group, said: "red dragonflies always pursue the combination of fashion and comfort. Nowadays, China's biggest fashion is sports.

The emergence of sports shoes is just in line with the demands of consumers and the current development of sports in China.

Recently, China's first sports leather shoes launched by the Red Dragonfly Group are known as the "revolution that triggers a new round of shoe industry innovation". Its innovation has not only led to changes in products and industrial chains, but also shows that Chinese enterprises are building up brands through alienation.

Zhou Xuewei, a marketing expert, thinks that the so-called good brand is equipped with the ability of tailor-made. The brand can not only satisfy the needs of individuals, but also meet the needs of the masses.

In the future, only enterprises with tailored capabilities will have greater opportunities for development and space.

"At present, the order of the world footwear industry is shifting to India, Pakistan and other countries because of the need of European and American countries to circumvent their operational risks and the gradual loss of labor costs worldwide, and the competitive pressure of China's footwear industry in the international market is gradually increasing."

Good luck, President of Hengda Footwear Group, said.

Therefore, the simple cost advantage will not decide the right and left hand in the future competition. The key to winning the battle is to build up its brand advantage and technical barriers.

Al Reisz, a famous international marketing master, once evaluated Blue Ocean Strategy: "if you want your company to live long and happily, it is not enough to" evolve "your brand to win the competition.

You must look for opportunities to launch new products to take advantage of the "alienation" category.