The Correct Positioning Can Make The Shoe Brand Sword Go Sideways.

Recently, the "positioning China 10 years" Summit Forum was held in Beijing. Jack Traut, the marketing gurus from the United States, "the father of positioning", made a keynote speech at the Forum on "the way to survive in the era of great competition". Many industry experts and scholars also expressed their opinions and shared the experience of positioning, and once again launched a "marketing storm".

The forum was held to promote the understanding of Chinese enterprises' positioning concept, further apply and confirm the positioning strategy, so as to realize the spanformation from "made in China" to "created in China", and enhance the core competitiveness of enterprises by differential positioning, and take the strong brand as the sole responsibility in the market.

In the era of economic globalization, competition in all walks of life is increasing. Chinese enterprises are facing more than just the coming market opportunities. They are more severe tests and challenges. China has always been at the lowest end of the industrial chain. manufacturing industry With the appreciation of the renminbi and the rise in total cost, it has lost the advantage of keeping ahead. The dream of relying solely on cheap products to occupy the market has long ceased to exist. The unpredictable changes in the international environment and the endless trade barriers have also forced China's manufacturing industry to go to the abyss of abyss. To reverse the current unfavorable situation, we must change its own development mode. Only by saying goodbye to the old practice of "product management" and setting up the brand management concept, can we speed up the development of enterprises with the help of brand power. However, the key for enterprises to create a weighty brand is to establish the "positioning" of enterprises, so as to distinguish their competitors from the industry and open up their own unique and broad growth space.

Jack Trafford believes that "positioning" is to create a unique image of the brand and products of the company in the minds of the customers. This is not only the core of the enterprise's formulation of the global competition strategy, but also the precondition for its own planning and operation. Admittedly, the enterprise is like a big ship that is about to sail. Only by making clear the direction of positioning can we strategise and control the wind and waves to the other side of success. In China Footwear market Among them, all kinds of brands are dazzling, but few are able to stand out. The most fundamental reason is that homogenization is serious. Many brands have traces of imitation and follow suit. It is difficult for the consumer market to remember the uniqueness of the brand. In terms of product quality, footwear companies have invested in resources such as equipment, technology and human resources. Some brands can even compete with foreign brands. Therefore, what shoe companies must pay attention to is not quality but how to find a precise positioning to promote the marketing of products.

From brand positioning to market positioning Shoe enterprises It should be confirmed according to the needs of the target market, and make strategic positioning through systematic investigation and study of customer's mental cognition, consumption ability and habit of habit. Brand name, LOGO design, advertising slogan... These contents need unique memory points. This is the first step in positioning and lays a solid foundation for developing brand offensive in the future. Secondly, shoe companies can choose to enter different market segments with competitors, seek blank points for comprehensive excavation, and lock in key consumer groups according to the strength of enterprises and competition environment, aiming at the demand for R & D marketable products, and promoting the competitiveness of brand competitiveness with accurate market positioning. In addition, shoe companies also need to use some advertising creativity, product packaging, terminal services, publicity strategies to spread all aspects of the enterprise's positioning, and at the same time, inject brand appeal and cultural spirit to make the brand and customers resonate and feel, firmly link together and build differentiation in the customer's mind. Of course, positioning is not achieved overnight. Footwear enterprises should change with the market changes and requirements, and promote the development of brands with the most appropriate positioning to meet the needs of customers.

Nowadays, the commodity economy is highly developed and the brand competition continues to intensify. Consumers need to choose from countless kinds of products and brands. Only by choosing the right position, the enterprise can make the brand sword go to the edge and realize the breakthrough in the industry. The importance of positioning is beyond doubt. In the process of spanformation and upgrading, China's manufacturing industry, as the "world factory", also needs to unswervingly regard positioning as the direction of the front line, so as to open up a brand new development path.