The Shoe Industry Is Broken: The Brand Is The Strategy.

At present, many small and medium-sized enterprises in China are right.

You choose to be a high-end brand or a middle and low grade brand. What kind of consumer you choose is your target consumer group. This is the positioning factor of the brand, but at the same time, it determines the market of the enterprise.

Nowadays, under the intense competition pressure, market segmentation has become more and more intensive.

In order to break through quickly, enterprises can only find opportunities in the market segments.

The brand is aimed at the market segmentation, brand planning and a series of promotion is a precise strike and effective attraction for the market segments, and it can maximize the use of resources and achieve twice the result with half the effort.

What an enterprise can bring to consumers is the value of an enterprise and the core competitiveness of its sustainable development.

Brand value is exactly what consumers need most besides product functions.

The same is for sports shoes, Nike and other unknown brands, maybe the quality, technology and comfort of shoes are the same, but

At present, for most products, product innovation is becoming more and more difficult, and the technological capability of each manufacturer may be almost the same.

In this case, consumers choose a brand product, more because the emotional value of this brand brings emotional satisfaction to him.

Therefore, compared with product innovation, brand value innovation is becoming more and more important.

It can satisfy the needs of consumers and provide consumers with satisfactory value, which is naturally the core competitiveness of enterprises.

Finally, the brand determines all the marketing activities of the enterprise. The author has always emphasized that all marketing activities of the enterprise should be related to the brand positioning and the value of the brand.

This is done in order to focus on resources, create brand value, and satisfy the emotional needs of consumers.

In deciding what brand to make and what kind of consumer to choose, the enterprise must match with media selection, brand promotion and channel selection.

Take Moutai as an example, it aims at the high-end business and business people as the target consumers. It must choose the brand communication methods that these people like, and will surely choose the channels that these people often haunt, and its advertising will definitely need to make the target consumers feel the sense of dignity.

Material has been enriched, the times have changed, and enterprises have come to the stage of brand deciding their development.

Nowadays, mass consumer goods, product innovation has been very difficult, most of the products are being improved, without any breakthrough function.

At this point, the brand shows its extraordinary ability.

Taking apple as an example, apple is not technically the top in terms of technology, but they can seize the needs of consumers and create value to lead the trend.

For apple, its value lies more in its brand, because it can bring extraordinary experience and value to consumers.

Therefore, the future development of enterprises should be guided by brand value innovation, focusing on how the brand meets the needs of consumers.

And this is the strategy of an enterprise, which determines whether an enterprise can survive or die. It determines whether an enterprise can break through in a red sea competition.