The Brand Market Will Become A Market Trend And Will Force "Cottage Products".

Many domestic Footwear enterprises For short-term profit Mountain brand, all kinds of cottage brands are popular, and sometimes it is difficult to distinguish between true and false. These enterprises have also gained a lot of profits in the short term. However, this is not a long survival way for footwear enterprises.

We know that "cottage products" produced by "Shanzhai enterprises" tend to stabilize the market better than brand enterprises because of low prices. But Shanzhai road will not take a long road. If we want to remain invincible in the fierce market competition, we must take the road of brand.

　　 Cottage brand Not a permanent solution

Referring to domestic brand shoe enterprises, I am afraid the first thing you will think of is Jinjiang. In the gathering place of shoes and clothing enterprises, Jinjiang has the largest and the strongest brands at home and abroad. They have stepped out of their own brand and become the famous brand city of the whole country by virtue of their competitive character and industrious and pragmatic style.

We can not deny that every private shoe enterprise will go through the pioneering stage without brand name and imitation. From the impulse of the early stage of business to imitation, to the hard work of processing, the OEM and the awakening of brand will be created. Some small and medium-sized shoe enterprises are also bravely swinging the "three axes": the first axe is the naming of the imitation mark, the "ADI king" similar to the "Adidas" name, and later even the advertisement to do the US NBA arena, but the name is considered to have the celebrity's suspicion, besides "Jordan", also has "Kobe", "Iverson", "Yao Ming", "Yi Jianlian" and so on; the second axe is asks the star to endorse, the Olympic champion, the gold medal instructor, even Hongkong "Four Heavenly Kings" has also been taken off; the third hatchet is to spend money at the expense of money to smash the advertisement, especially the heavy gold surround CCTV five sets.

After all, "Shanzhai" is a product of history, not a permanent solution. After a short cheer, people found that the "Shanzhai" industry with the surface scenery did not have the potential for sustainable development after successfully grabbing some of the brand's territory. At the same time, "Shanzhai" is essentially a thorny lake. Even the more powerful "big brother" may one day fall into the hands of a gang of "little brothers", which eventually leads to the tragedy of "revolutionaries being revolutionarily". In addition, the "Shanzhai" manufacturing has hurt the interests of the originators to a certain extent. The proliferation of Shanzhai culture is also a violation and satire of intellectual property rights.

　　 Brand road Be imperative

Zhang Jian, a brand management expert, said that the "cottage products" of Shanzhai enterprises were popular in China for many reasons. "In essence, it is due to economic reasons. Some small enterprises and processing factories in China are limited by the lack of funds for development and the conditions of scientific research. They can only follow the path of imitation and improvement. In view of this, as the forefront of China's reform and opening up, the southeast coastal area has many advantageous manufacturing advantages. Some "Shanzhai Wang" has a smart mind and management mind, and also knows the huge profits and broad market behind the cottage products. In view of the psychological characteristics of big brands with high prices and ordinary consumers, especially young people, who have difficulty in buying, they have the love of famous brands. Some imitate the banner of famous brand enterprises, "build another mountain", imitate and improve their low price products on the market. Zhang Jian said.

If a start-up enterprise has no brand, no core technology and no influence, emulating big brands is excusable, but after accumulating experience, it is imperative to take the road of brand.

Only in the global competition rules of integrity, quality, management and technology can we obtain more competitive advantages and ensure the harmonious development of enterprises. In this era of independent brands need to work hard, young entrepreneurs must break the old model of "dare to imitate" and seek breakthroughs in innovation.

Of course, there are also enterprises that are worth our gratifying. They do not live in the "Shanzhai" world, but read the two seemingly ordinary words of "brand", and understand that market competition must be good at creating brand competition.

To sum up, if Shanzhai enterprise wants to develop in the long run, we must emphasize the tight encirclement, dare to transform, take the road of brand, realize the magnificent turn, and provide a sunny avenue for the future development of enterprises.