Kangnai: Improving The Competitiveness Of Footwear Industry With Brand Culture

The footwear industry, as a sunrise industry in China, has made rapid progress in the past twenty years, and successfully carried out the great shift of the world footwear industry. After Europe, Japan and Japan, it has become the world's largest footwear manufacturing center and export base. There are more than 20 thousand shoe manufacturers in the country, of whom more than 10 thousand are leather shoes enterprises, accounting for more than half of the total, mainly in Guangdong, Fujian, Zhejiang, Shanghai, Jiangsu, Shandong, Chongqing and Sichuan.

In 2004, the output of shoes in China reached 7 billion pairs. In recent years, 2 billion pairs of shoes were consumed each year, with the development rate of over 20% per year, and production and sales ranked first in the world.

International brands occupy the high-end market, and a small number of domestic famous brands occupy the middle end market, and some small and medium-sized shoe companies compete for the low-end market.

The middle and low end products are the mainstream market, and the high-end market has been increasing and expanding in recent years.

But China is a big shoe industry rather than a powerful shoe industry. Many shoe companies pay close attention to immediate interests and neglect the cultivation of brands and cultural construction, resulting in very low value-added brand value, and at the very least, earn low processing fees.

Although it has been sold abroad and won short-term interests at low cost and low price in recent years, the European Union has recently believed that the Chinese footwear industry has constituted dumping. Recently, nearly 20% anti-dumping duties have been launched, and China's footwear industry is facing more severe challenges.

The symbol of a powerful shoe industry lies in having a number of world-renowned footwear brands.

Behind the brand is a strong and rich culture.

This article is about how to improve the competitiveness of Chinese shoes from the perspective of brand culture, and talk about personal views.

With the scarcity of traditional production resources such as land, energy and raw materials, and the increasing cost of running enterprises, and the shortage of labor force in leather shoes manufacturing industry, China's leather shoes manufacturing industry is facing new challenges and challenges.

The homogenization of raw materials, product development, sales channels and management level, as well as the lack of institutional innovation and professional managers have led to a low degree of competition in China's footwear industry.

Brand culture affects the product characteristics of customers choosing leather shoes roughly the same. The traditional elements of leather shoes sales are style, material, workmanship and price.

But shoes with the same physical properties are marked with different brands at the same market, but there is a big price difference.

Only by adding the cultural characteristics attached to the products can we distinguish their respective positioning levels.

In addition to the recognition of product quality and style, there is a force that is affecting the choice of consumers, which is the role of brand value generated by brand culture.

So how do consumers make their choices?

Once the brand culture and the culture and values of consumers' inner identity are resonated, this power is very powerful.

It is this invisible added value that affects consumers' choice of homogeneous products.

Internationally renowned leather shoes brands are no longer satisfied with simply introducing their products with those special functions, fashionable and beautiful, and are not satisfied with the theme or buying points that are pleasing to the ear every quarter. They are paying attention to the shaping of brand culture so as to enhance the brand value.

We carefully review the path of international leather shoes such as Nike and Adidas.

It is not difficult to find that they have cultivated their own cultural characteristics in a long time, and have gone through the process from selling products to selling brands.

It is precisely because they all have their own cultural characteristics, and cause the target consumers to love their houses, and even let them be infected or even touched by that deep culture, which imperceptibly affects their consumption choices, and gradually produces brand loyalty, and the brand value is molded.

The present situation of the brand culture of the domestic footwear industry is dominated by the manufacturing industry, and the pattern of leather shoes industry is a low value-added labor processing economy. Although some enterprises also say that they are "making brand", they merely mark the side of the brand logo from Hongkong or a European country or a European country, or invite several models to take several picture albums. There is no systematic brand culture system and value system, nor a systematic brand visual communication plan.

In recent years, new brands of Chinese footwear have sprung up like mushrooms, and famous brands such as Kangnai, San Da, golden monkey and BELLE have emerged.

However, some small and medium-sized shoe enterprises' operation experience is still at a low level of simple copying and duplication.

From their publicity materials, there is widespread self indulge in small family style, overlooking the vanity of appearance and ignoring the shaping of brand connotation.

As we all know, we have to compete with more and more brands in China. If we want to eat a bigger cake, it will not work without a certain brand culture.

But most shoe industry brand image is generally aging, lack of ideas, some enterprises' brand image or even imitate famous brands and so on, so that enterprises can lose the brand assets that they could have.

The brand culture is an analysis of brand name. It is a conscious fabrication without real meaning. It uses trademark logo as the carrier to make visual distinction, but it is a complex system in human ideology, including status, culture, taste and so on.

In the lower stage, there is no sense of brand in commodity exchange. Brand is the development of human civilization in commodity exchange, and culture is the phenomenon. Brand belongs to the humanities that studies the human spiritual world.

The composition of the product and the art form design are tangible material existence, and the brand is an invisible psychological cognition and invisible spiritual existence.

In order to distinguish from other operators, the operators who own products enter into their own business philosophy and cultural conservation in the product, and define this concept in the form of brand.

The operator sells not only a product, but a culture, a brand culture that is deeply infected or even touched.

On the basis of corporate culture, the shaping of brand culture is a systematic project and a long process. It has a rich depth and breadth. It is an inevitable outcome of the development of commodity economy to a certain height; it is a market behavior under a specific historical condition; it is the aggregate of enterprise ideology, marketing strategy, market positioning and advertising communication; it promotes the progress of social civilization for the purpose of promoting sales; it is difficult to elusive but everywhere, and has no rules to follow; it can not measure the value with the ratio of traditional input and output, but it can bring difficult benefits to enterprises; it is a sophisticated weapon for enterprises to compete with competitors for market share. Brand culture establishment

To expand market share with brand culture, brand culture is based on effective marketing purposes. First, it can attract potential high-quality agent resources that focus on brand culture. Two, expand market share and attract customers who focus on brand value. Three, it is conducive to the rise of brand value and enhance the intangible assets of brand.

The shaping and perfecting of brand culture is an interactive and complementary relationship between the operation system of enterprises, which is the dialectical existence of lips and teeth.

If we neglect to shape brand culture or earn money to do it again, we may lose a large portion of the market share. But the lag of market share will become the biggest reason for not doing brand culture, and create a cycle of contradictions.

The backwardness of brand culture is not the bottleneck of technology and capital, but the bottleneck of ideas. Many shoe companies employ large numbers of spokesmen to advertise a lot, but there is not a systematic brand culture system on all kinds of carriers, but there is no cultivation of the unique brand vision and visual image, resulting in the waste of resources.

The shaping of brand culture is the accumulation of frozen feet. The shaping of brand culture is an integrated communication system built on the basis of brand characteristics. It accumulates gradually in every communication behavior, including the communication plan of concept, vision, terminal, service, advertising and public relations, and runs through every document, every visual carrier and every activity.

We all know what to learn from international brands.

The old saying goes: "giving to fish is better than giving it to fish". Learning others is not a parrot but learning a method. Although we are different from international brands, we can learn from them.

In the future of China's footwear industry, we have to think about the times and environment of China's economy. Our low value added light manufacturing industry leads to several times the profits of Western powers.

Western brands create profits with brand value, while we use labor to create profits.

In the highly homogenization of products, the acceleration of economic globalization, the wave of knowledge economy and the impact of trade barriers, do we need to weigh our interests in the longer term to enhance the brand value to gain greater market, attract high-quality talents and better financing, so as to create the Centennial foundation of Chinese shoes?