Shoe Industry Car Models Show Up To Beijing Motor Show

At this year's auto show, a lot of Chinese car companies have made great efforts to do their own brand. In the auto show, they have introduced some medium and high class cars. The major auto brands also invite beautiful models to compete with each other and earn enough popularity.

It is understood that the car show "model" has become a hot topic on the Internet. During the auto show, the headlines of major mainstream media occupy 80% of the car models, and Li Yingzhi and Gan Lulu...

And many other pictures have caused a great stir on the Internet. It can be seen that at present, automobile enterprises have promoted the brand by means of famous car models.

It is not only in the automobile industry, but also in shoemaking industry.

As a brand production base of shoes, Jinjiang has been known as the "Jinjiang channel" for many years. Engaging star endorsements, sponsoring major sporting events and throwing heavy gold into advertising channels such as CCTV sports channel has become a signboard promotion method for Jinjiang.

According to the latest data provided by the Jinjiang municipal government, there are more than 70 movie and sports stars hired by the shoe business in the city, and the annual advertising cost is nearly 1 billion yuan.

Among them, the cost of brand marketing of Anta alone increased from 10 million yuan in 2000 to 1 billion in 2010.

The cost of marketing has been greatly increased by a substantial increase in turnover. Anta's turnover from 200 million yuan in 2001 to nearly 9 billion yuan in 2011.

Nowadays, it is a common phenomenon to adhere to the personality of the star to interpret the brand connotation. Choosing a spokesperson who has a good public image in the society to publicize is often more effective than direct publicity. Therefore, businessmen today pay great attention to the star effect in their brand image.

Celebrities are public figures. Though celebrity endorsement brands are effective ways of promotion, they need to be cautious.

Brand building is based on the situation of the company itself.

For an enterprise, brand is the soul of an enterprise, and it is an intangible value beyond products and other entities.

Consumers' brand image is closely related to brand awareness, identity, reputation and loyalty. It is an internal force that can bring benefits to enterprises and consumers.

Domestic professional sports brand PEAK CEO Xu Zhihua said, "in the face of rising prices of raw materials, enterprises can not simply shift the cost pressure to consumers, but also start with brand building and value-added products, so as to enhance the bargaining space and enhance the risk control ability."

And industry experts say that "in the context of rising costs and increasing competition, brand value competition has become the ultimate competition among enterprises. Enhancing brand value has become the way of survival for today's enterprises."

In China, many small and medium-sized shoe enterprises have launched their own brands to realize their self-worth. They have asked the image spokesperson to publicize and promote the brand, so that they can not only build the brand, but also better establish affinity with consumers.

But from the perspective of long-term development, there are many unfavorable factors for celebrity endorsement, such as the high cost of endorsement, the instability of stars, the visual fatigue caused by the overflow of endorsements.

With the help of celebrities to enhance their brand awareness, many enterprises need to complete the internal grafting process from the dazzling appearance to the professional, so that the brand can make a new leap.

Like this year's Beijing auto show, car companies hire many models to attract people's attention, but if you really want to place an order, you need to see the endoplasmic reticulum.

The author suggests that domestic shoe enterprises must first establish the concept of brand systematic marketing, and only through systematic marketing can we fundamentally solve the essence of marketing. Only by pushing the system forward, we should pay more attention to the cooperation of all sides, pay more attention to the efforts of brand details, innovate the marketing mode, and break through ourselves, in order to push the brand to achieve a new leap.