Small Shoe Companies Can Also Make Big Brands.

1, when we talk about the licensing market, we need to tamp the foundation of the product before tree licensing.

When the brand has no foundation, we must not burn the money for the brand. If the so-called "boiling water does not ring, Xiangshui will not open", we must consolidate the quality and foundation of the product. Without brand small shoe enterprises, the best quality and selling point of the products are the only key marketing resources to retain the customers.

How to find the selling point of the product? I think the process is as follows: Market Research, product creation, feasibility analysis, feasibility analysis, trial design, proofing, marketing mix initiation, commodity listing integration warfare, market intelligence tracking, and feedback to some shoe companies in the development of new products, desperately imitating, though this can reduce the development cost and skip the product trial marketing stage, but without brand strength, large quantities of products are put into the market, eventually resulting in the homogenization of "Wenzhou shoes" in all parts of the country.

At this time, we should develop symbolic products according to the actual situation of enterprises as a new way to break through the brand.

2, the accelerator of brand low cost rapid growth: news marketing for small shoe enterprises to build brand, because the resources available are limited, can not compete with big brands, can be based on the principle of eight to two, if the product accounted for 80% of brand creation, then the remaining 20% is brand broadcast.

It can be said that communication is the way to brand growth. Enterprises must be disseminate if they want to become famous, but how to make communication become an accelerator for brand low cost growth?

How do we sell products differently?

Borrowing from Mao Mao Zhong's most widely used phrase, "flowers are always stuck on cow dung". If small shoe companies are cow dung, flowers are brand names. How do brands love small shoe companies?

The author believes that news marketing is one of the best ways in many innovative marketing.

News marketing means ingeniously using all the news events that can be helped to make use of the channel of Chinese media to carry out the media communication activities. For example, the speculation of the above image of the owner of the card industry is the typical example of the skillful use of news and marketing.

3, seize the opportunity, the grass boat to borrow arrow, the shell is bright, the powder bright debut, this kind of marketing is vulgar, is a kind of "marketing", but often can play 42 pull a thousand jin effect.

In August 5, 2006, Zhejiang people's Shoes Co., Ltd., through the design of life, made the traditional culture into the pulse of the times, and sought innovative inspiration from the cultural precipitation of history and folklore. The product as a carrier to spread the concept of Humanistic Olympics and win the gold medal product of the "China humanities Olympic tourism souvenir design competition", which tightly grasped the Olympic business opportunities, and this Olympic theme will become an innovative marketing of the shoe industry's bright spot. A new round of brand publicity will form a strong brand offensive and drive the development of enterprises.

4, brand positioning, selling products personality, selling different.

Brand needs positioning, positioning, personality, starting point is right, to find a good starting point, so that the brand will start, and then take off, how to make products sell different, and avoid the cost, price, this difference is where to find it?

Successful marketing cases in other industries will give us some inspiration: sincere service has made Haier sell differently, and space milk has made Mengniu. There are also some successful enterprises in the industry that have made a difference in marketing.

Here, the whole quality service has achieved the success of the holy place. The individuality has become the pronoun of the saint's Luo shoes, and has forgotten that the St. Valentine's shoes are the Wenzhou shoes, which separates the obvious areas of the market.

5, let the brand take off at the terminal: in the footwear industry, regardless of the size of the enterprise, there is one thing in common, that is, the terminal is so important that owning the market is more important than having a factory, and controlling the retail terminal is the real sense of possession of the market.

Small shoe companies should also choose good formats.

The new brand or the small shoe industry brand that participates in the vacancy competition, the choice of enterprises in the path should be better than the self built terminal, because the resources of these brands are not very strong, and the brand strength is not very strong. With the help of franchisee, the advantages of the day, the place, the people and the advantages and the resources on hand, the market risk can be shared in the aspects of investment, terminal image building, advertising and promotion, such as 55, free, 33 system and other forms of market commitment.

But when we make a big regional brand, we remember that the market is always changing from blue ocean to red sea. At this point, we need to know how to use variable marketing to pform our survival situation, to avoid disadvantages, increase profits and reduce losses, and achieve sustainable development.

6, small shoe enterprises must choose people to make good use of them, set up a view of employing talents with strong talents, import advanced management concepts, and achieve rapid development of enterprises.

Small shoe enterprises must break the "three barriers" of talent: (1) the way of family management is to shut out talents, and small shoe enterprises must have families and enterprises to modernize. (2) if an enterprise merely acknowledges the past, emphasizes past experience and does not look forward to future development, experience will become rotten and worthless, and the market will change rapidly. We must learn and innovate enterprises. (3) the most troublesome thing for enterprises to engage in top management is that enterprises are only responsible but not authorized.

As a result, the turnover of senior managers is far greater than the turnover of employees. The mobile talents not only take away the experience of the enterprises, but also take away the related customer resources, resulting in a vicious circle.

In addition, small shoe enterprises should also understand the trend of marketing, changing marketing is also an important part of breaking the wall marketing actual combat, breaking the wall marketing is to break the binding summary, to profit and avoid disadvantages, and then to strengthen themselves, more than competitors, to break the pattern of homogenization, for enterprises to find a way to survive.

The art of war of the Sun Tzu says, "we do not know nine changes in the operation of troops, although we know five benefits, we can not get people to use them."