How Can Wenzhou Shoe Enterprises Achieve "Ship To Sea" Marketing?

Wenzhou enterprise Is there a lack of brand names, especially the lack of international brands? Footwear industry in Wenzhou It is worth exploring and asking. But brand management has always been the soft spot of Wenzhou shoe enterprises. On this cusp, Wenzhou shoe enterprises are in urgent need of forerunners and illustrations.

Some say optimism. A local official's speech is very representative. "We can quickly internationalize the market after merger, acquisition or reorganization, if some enterprises go on their own." Internationalization In 100 years, it can't reach the brand awareness of others. " Some governments have even claimed that if they buy overseas brands, the government will reward 150 thousand yuan! This agitation is really exciting. If a company can afford to pay a fee, it can rapidly improve the market awareness of the enterprises, especially the reputation of overseas markets. In the view of many enterprises, this business is worth taking risks.

But as a Wenzhou businessman said, "it's not as simple as buying a house." It is very likely that if the brand name panic buying is handled carelessly, it will become the "poison" of the enterprise collapse as well as the "diversification" of the year. What can China's private enterprises understand that the foreign enterprises are not well managed and the enterprises themselves are not well understood? What can they do to improve their operation? The person in charge told a lot of Wen's words. Wen enterprises are gradually growing up in small family shops, but lack of experience in brand maintenance, and lack of brand experience in overseas markets. If purchasing overseas brands, it means that Wen enterprises should rapidly improve their overall quality in a very short time, and consider the organic unity of brands and overseas markets. This puts forward very high requirements for the management capability of Wen enterprises, and is almost impossible to accomplish. Therefore, hesitation and pessimism are not surprising.

But is this road really impossible? Unless the world no longer needs to walk. As Wen said, whether to buy overseas brands or choose what kind of overseas brands depends on their own business and business philosophy. Only when we have a correct assessment of our corporate culture, product positioning, management capabilities, and business strategies, we can keep a clear mind in the rush to buy brands in a turbulent situation.