New Trend Of China'S Footwear Industry'S Opinion Leaders In The Context Of The Two Sessions

Fujian's two sessions will be officially opened in 2012.

The six session of the eleven Provincial People's Congress is now scheduled to open in Fuzhou tomorrow, and the five session of the Ten Session of the provincial CPPCC has been officially opened in Fuzhou today.

It is reported that the annual two sessions of the province is a great event for the people of the whole province. The conference will systematically summarize the achievements of our province in 2011 and make a scientific plan for the development of 2012.

For example, at today's CPPCC session, all the representatives of the conference can closely focus on Fujian's economy and enterprise development plan.

As we all know, Fujian, as China's top coastal industry development province, has provided a specimen for the development of many enterprises in many provinces and cities in the construction of manufacturing enterprises and other private enterprises.

In particular, Jinjiang, always known as the "shoe capital of China", is leading the way in the forefront of the development of China's footwear industry.

Speaking of the "shoemaking industry", some people in the market call it "the leader of the pition period" and "the sunrise industry".

Based on this industry, from the window of Jinjiang, we can see the whole market structure of footwear industry, product development, equipment renewal, channel replacement and so on.

However, there are still some blank areas in terms of the sales volume of the whole domestic shoe products.

Under the premise of high quality shoes, channel layout, especially terminal channel operation, is especially important.

In the terminal market sales, advertising, sales skills, shop layout and so on are indispensable.

Here, we need to focus on the analysis of the terminal dissemination skills of shoes products and the introduction of new concepts.

In today's urban life, advertising campaigns for all kinds of shoes can be overwhelming, and are increasingly moving into every corner of consumer life at a speed that the market can not stop.

Faced with these same advertising campaigns, consumers often easily breed "aesthetic fatigue" for them, and even doubt a lot of practical information in these advertisements, resulting in their advertising effect usually discounted.

So, for shoemaking enterprises, although terminal businesses can catch the eye of consumers, it is hard to catch the hearts of consumers.

From this point of view, it also gives enterprises a warning that product advertising should achieve actual results, and the way of communication is very important to a large extent.

For example, a certain consumer told her friend that a new product of women's shoes has been launched recently, and the price and style are quite expensive.

Well, her friends will probably notice this woman's shoes when they go shopping or store.

Although she may not want to buy it right away, she will always pay attention to it, and when she needs it, she will very likely buy it.

There is no suspense. This kind of word-of-mouth introduction is much more popular and trusted than consumers' advertising.

After all, consumers generally prefer to believe in the recommendation of friends or colleagues.

This is the "opinion leader" above the word of mouth.

Such opinion leaders follow certain levels.

In the footwear market, opinion leaders refer to the activists who provide information for others they know, while others have a positive impact on others. They usually play an important role in filtering or mediating the formation of product market communication effect, and they spread product information to the consumer groups, thus forming the two level dissemination of product information pmission.

For example, in today's sports shoes market, Adidas, Nike, Lining, Anta, del Hui and other brands, many young consumers in the face of a wide variety of brand selection, sometimes tend to be a little hesitant, when the opinion leaders usually play a certain guiding role, they can often give some constructive advice when consumers buy shoes brand.

Of course, in addition to the consumer purchase and consumption link, it also plays an important role in brand promotion.

What is the gap between products and brands? One thing that can not be overlooked is that the market exposure rate of brands is usually greater than that of ordinary products. Especially those first-rate brands, though they are already familiar with brands in the market, they have never lagged behind the continuous publicity of brands, and have maintained the advertising coverage of brands in a strong effort or in the television media, or in print newspapers or online media.

It can be imagined that these measures have become more common in the market.

So should those three or four line market footwear enterprises spend huge sums of money to advertise? Can enterprises afford such a high advertising cost? The answer is obviously negative.

So here we have to deal with another key question: how can these shoe companies improve the exposure rate of their products? A new and interesting video may have some effect, or it can also use the so-called "opinion leaders".

Generally speaking, the opinion leaders are more credible and reliable than the advertisers.

It can be said that in the process of facilitating consumers to purchase decisions, the role of opinion leaders is more practical than advertising.

In addition, it is worth mentioning that in today's information age, the speed and speed of information dissemination have been objectively increased by geometric level.

In this regard, the types of opinion leaders in the market are also brilliant, but they are mainly classified into four categories.

According to official accounts, these four categories are most likely to become "opinion leaders" that affect consumers' purchasing decisions. They are experienced mass consumer groups, celebrities and celebrities, authorities, educators and journalists.

For these four groups of people, we must attach great importance to them, and focus on advertising and public relations, so that they can become the most feasible collective spokesperson of China's shoe making enterprises, so as to maximize the supervision influence of opinion leaders, and then bring the sales volume of the entire shoe industry blowout.

Three, market specific case analysis

According to the latest survey by experts, we will give a typical case of life in the above analysis.

Take Daphne brand as an example, usually a opinion leader's interest in Daphne can drive at least ten consumers to buy this brand. If they do not feel good about Daphne or its advertisements, they will also affect the purchasing intention of dozens of consumers or even more people.

The friend of mine once said such a thing: she returned to her hometown in the Spring Festival to visit her relatives this year. She was surprised to find that the shoes of the whole district were almost Daphne brand.

The teacher is an excellent local human engineer who has authority and reputation. He plays the role of opinion leader in the surrounding villagers. His evaluation of products is always accurate. This undoubtedly enhances the trust of most villagers and the purchase attitude of the selected brands.

I remember the American TV talk show queen Oprah also said this: "consumers have their own personal circles, they basically do not listen to advertising vendors, but often willing to listen to the introduction of friends."

Although this sentence is very vulgar, it also objectively illustrates a phenomenon.

For example, let's take the brand name of BELLE, when consumers encounter the decision to buy a brand of BELLE group's shoes, while wandering in the thinking of Cato and Teenmix, they are more willing to go to the opinion leaders or telephone to seek their purchase guidance, rather than follow the recommendation of the shopping guide.

However, many of the opinion leaders' acceptance was carried out without realizing the above conditions.

This requires shoemaking enterprises to give full consideration to the opinion leaders when they sell and plan at the terminal.

For example, in the terminal sale of shoe enterprises, the attention should be paid to the friends who are shopping with shoppers to strengthen their recognition of the purchase of shoes. This recognition can not only promote sales, but also bring joint sales. Through the word of mouth effect, it can promote the recognition of this person and the consumer groups behind him, thus promoting another round of sales of shoes.