Brand Winning Strategy For Vulnerable Shoe Companies: Brand Differentiation Strategy

As we all know, " brand "This word can be regarded as second to none in shoe media subtitles. Brand shows footwear industry The new value of development is the vane to lead the footwear industry to the development of new fields. At present, the shoe brands compete with each other and compete fiercely. The prominence of strong brands has to some extent mean that the Chinese shoe market is developing towards internationalization. However, for those vulnerable brands, this leaves a big torment. Little wonder whether the disadvantaged brands will retreat to other fields or do not rely on the environmental impact to break through the new development in the current brand competition. After all, the overall rise and development of the whole shoe industry is the Chinese shoe industry. market The most important consideration for the development of disadvantaged brands.

The difference between the strong brand and the weak brand is different from the consumer group values. The market scope of the strong brand is particularly large, and it is more advanced to enter the international high-end market with a higher level of development. In contrast, most vulnerable brands can only surround the development of the two or three line market. The fundamental reason lies in the recognition of brand by consumers and the support for brand target market. It can be seen from this point that strong brands focus on communication in the consumer market, especially on the development of terminal links in shoe enterprises. A common argument from the market is that although the price of a strong brand is high, it is still possible to get a better return on profits if the sales are slightly lower. The weak brand is due to the weak brand influence. In this regard, it is to strengthen investment and development. It is urgent to dig out the consumption concept that is compatible with the weak brands and strive to find the best location of the market to touch the favor of the consumer groups, and it can also achieve a better sales effect. Therefore, whether it is a strong brand or a weak brand, the key to brand positioning lies in whether the brand can continue to impress the inner needs of consumer groups. After all, the cognition level of consumer groups to brands is always at a superficial level. Under such circumstances, the brand base of "weak and strong, winning by surprise" also appears to be quite impressive.

In the field of shoe brand market, brand strength comes from the comprehensive competitiveness of shoe enterprises. In the target consumer market space, the strength of strategy and operation is consistent with the brand. Especially in the background of the challenging market resources, the bottleneck of the brand operation of the disadvantaged shoe enterprises is a very practical problem. On the basis of the increasingly fragmented footwear market, it is also important to choose the target market for vulnerable brands. It is true that, in the market of shoes brand diversification, we should compare the strong brand to the Anta sports brand. If the consumer group is only interested in sports brand, other sports brands are obviously less than the market value of Anta sports brand in the consumer group. Based on this situation, the footwear industry must introduce another category brand such as canvas shoes. In this way, even if the sports brand market is entrenched, the brand of canvas shoes is still the main force in the field of canvas shoes. The canvas shoes brand can win more development space in the canvas shoes market, at the same time, it also avoids the competition of sports brand.

This brand differentiation strategy has also become a winning magic weapon for vulnerable shoe companies to break through. However, for a shoe enterprise with a strong desire to operate brand, whether it is strong or weak, the quality and service of the brand is very critical, because only on this basis can we create the best brand image and brand value. In terms of production, vulnerable brands can rely on strong brands to do foundry or borrow strong brands to produce technology. In terms of channel construction, vulnerable brands can also work together with their strong brands to develop new channels. In terms of management, vulnerable brands can also absorb advanced management skills in real time and realize the optimization and upgrading of management mode.

Admittedly, a strong brand is neither an iron nor a weakness, nor a weak brand. As long as the weak brand is based on its own actual market situation and focuses on strengthening brand quality and technological innovation, it can make consumers feel the potential market potential of vulnerable brands, which is the way of growth of vulnerable brands. At the same time, we believe that vulnerable brands are bound to usher in a new spring in the era of booming footwear economy.