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Wenzhou'S Leading Shoe Companies Are Breaking The Economic Plight Through Brand Sword.

2012/3/15 14:19:00 39

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In recent years, some leading minds have advanced.

Shoe enterprises

They have made use of the sharp weapon of brand strategy, gained competitive advantages and gradually developed and expanded.

So as to ensure the long-term development of enterprises.

In today's highly developed technology and fast dissemination of information, products, technology and management know-how are easy to be imitated by their competitors and hard to become core expertise. Once brand is established, it is valuable and impractical. Brand is strategy and is the breaking point of enterprises from other competitors.

Because brand is a kind of consumer cognition, is a psychological feeling, this kind of cognition and feeling can not be easily imitated.

First of all, brand positioning determines the market positioning of enterprises.

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.

Secondly,

Brand value

The core competitiveness of enterprises is determined.

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 the sports shoes, Nike and other unknown brands, perhaps the quality, technology, comfort of shoes are the same, but Nike brand and "Justdoit" slogan through many years of effort to bring people's sports spirit, but other brands can not be replaced, which also determines the Nike brand in many similar brands stand out and get consumers favor.

Finally, brand determines all marketing activities of an enterprise.

The author has always stressed that all marketing activities of enterprises should be related to brand positioning and brand value.

To do this, it is to focus on resources, create brand value, and meet the emotional needs of consumers in one aspect.

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.

At present, many shoe enterprises in Wenzhou suffer from the impact of last year's economic downturn, and many shoe companies have made some impact.

New road

。

To do well, to become bigger and stronger, we must start the way of brand.

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.