Brand Assets Become Small And Medium Shoe Enterprises To Solve "Shortage Of Labor" Weapon

In recent years, many places appear " Labor shortage "Recruitment difficulties" caused many concerns. "Labor shortage" has spread from skilled workers to general practitioners and spread from the southeast coast to the whole country. For some small and medium enterprises, especially labor-intensive enterprises, with the increase of raw materials and labor costs, the profit margins are getting smaller and smaller, the income of employees is unstable, the environmental conditions of work and accommodation are not as good as those of powerful enterprises, which makes the situation facing enterprises more serious.

In order to solve the problem of "labor shortage and recruitment difficulties", many enterprises are just suffering from headache and pain. Only by raising wages and treating their employees well, they can solve problems. Although it is an immediate solution, it can alleviate the grim situation, but it is not a long-term solution. Moreover, recruitment difficulties will not disappear as time goes by, but on the contrary, they will become more and more serious.

In the report on the status quo and trend of SMEs recruitment, there is a lack of visibility and employers. brand It is the most severe challenge for enterprises to attract talented people. The high brand assets of enterprises imply that the enterprise has strong funds, strong strength and perfect system of all aspects of the enterprise, and social talents also think of the welfare and security provided by the enterprise for their employees. In this way, enterprises should enhance brand equity and attract more social talents.

The development of some small and medium-sized shoe enterprises is better, and there is no problem of "recruitment difficulty". This is inseparable from the fact that enterprises have been paying close attention to enhancing their competitiveness in the past long time. In the homogenization of products today, market competition is brand competition. Only by raising brand equity can we have a foothold in the market. For small and medium-sized shoe enterprises, it is possible to enhance brand equity through three strategies. First, brand positioning, clear target groups. According to the needs of the target group, we can identify the differentiation characteristics of the product, so as to establish a distinctive brand image and form a distinct brand positioning. (China shoes net) XTEP is a typical example. Its target group is targeted at young people, and according to the characteristics of young people, it has created a unique culture suitable for its own brand: fashion, avant-garde, freedom and treason. Without brand positioning, products are very similar, and there is no difference. Second, brand image must have a distinct personality. Brand image refers to the overall perception of the brand by consumers. The shaping of brand personality should leave a deep impression on people. They can find and select symbols that can represent brand personality, and use various forms to express the special personality of a brand. Just like you can see the m of the two arches, you will think of McDonald's. Only by shaping the positive brand image of consumers can we enhance brand competitiveness and achieve enterprise marketing objectives. Third, brand equity must have an obvious premium capability. For example Gym shoes A trademark printed with Nike, and the other without any trademark. Consumers who focus on brand are willing to pay higher prices and choose Nike sports shoes. This is the difference between brands, brand means credibility, is a commitment and protection.

With the improvement of brand equity, the popularity of enterprises will also increase in the market, which means attracting more talents. In turn, excellent talents create more value for enterprises, thus forming a virtuous cycle, leading enterprises and employees to develop healthier and more stable.