The Pformation Of Local Shoe Industry From Brand Management To Capital Operation

Economists point out that twenty-first Century is the era of brand management.

At any time, capital is an indispensable resource for the development of an enterprise. It is impossible for an enterprise to form a scale without its own funds, and the main source of capital is not only its own accumulation but also its social financing, which requires capital management.

With the improvement of branding, in recent two or three years, the voice of Chinese shoe companies seeking capital management is a wave.

Following the tide of listing of a number of shoe companies such as Fujian, Wenzhou's leading shoe makers are also eager to make a move. At one time, the topic of capital is hot.

However, before we drive to the capital highway, we must first understand the relationship between brand operation and capital operation.

First, brand operation and capital operation are the two ways to develop footwear enterprises.

Strong brand influence is a hidden guarantee for an enterprise to absorb social capital, and it is a comprehensive embodiment of enterprise competitiveness.

Conversely, is capital operation more conducive to the success of brand operation? Theoretically, there is no problem.

However, the success of a company's capital operation depends on whether or not it possesses superior business models.

Two, the object of operation is different.

Brand management focuses on brand image building, brand awareness, recognition, reputation and loyalty. Capital operation focuses on the value aspect of the business process and the pursuit of capital appreciation.

Three, business areas are different.

Brand management is mainly reflected in the commodity market, and capital operation is mainly in the capital market.

Four, the mode of operation is different.

Brand management requires market positioning of the brand, the need to make brand development planning, the introduction of brand image recognition system, the need for a systematic brand communication plan, capital operation, the use of direct investment, issuing stocks, issuing bonds, bank loans and renting, and other ways to raise capital rationally, we should make effective use of capital through direct investment, indirect investment and property rights investment, rationally allocate capital, revitalize stock capital, speed up capital turnover and improve capital efficiency.

In fact, no matter brand management or capital operation, the ultimate goal is to maximize profits.

In the competition of brand influence, a number of famous enterprises such as BELLE and Anta have been born. They take advantage of the profitability brought by brand awareness and rely on the strong capital raised by the listed companies to push the enterprises to a new height, thus further strengthening the brand power.

However, some enterprises, after having certain economic strength, rashly expand the scale of enterprises through various means, in order to enhance their ability to resist risks, but eventually they are squeezed out of the market because of the lack of reliable brands.

This shows that as an intangible asset, the brand can be used as a capital stock in capital operation, thereby reducing the outflow of tangible capital such as cash, and supporting an enterprise through the naming right.

Whether it is capital operation or brand operation, the key is to see whether the enterprise itself has the corresponding operational ability and determination.

If there is no superior business mode, even if there is capital support, there will be no channel for capital appreciation.

China's pition from a big manufacturing country to a big brand country is a rule, but at the same time, the long and painful process can not be avoided.

For the current Chinese footwear industry, it is necessary to break through the bottleneck of development and move forward from the end of the industrial chain to the upper end.

We should also take a correct view of the power of capital and do not think that with the power of capital, we can solve all problems.

Capital can only be icing on the cake, let enterprises maximize their allocation and maximize profits and capital appreciation.

If the enterprise itself has no clear strategic planning and profit growth channels for its future, even if there is capital support, it will only lead to a bigger development crisis.

Capital management is not isolated. It must be integrated with brand and industry integration.

In general, competition for capital will be an irresistible trend.

The successful operation of capital operation will further enlarge the advantage of brand management, and at the same time, capital management will make the whole shoe market more clear.

The advantage of brand lies not in how high your profits are, nor in how big your sales volume is, but the sum of the two.

So finding your own market is the most fundamental thing for your product to win the hearts of the people.