Shoe Enterprise Brand Operation Encountered Difficulties "Three Discipline" To Solve Its Disturbance

Overcapacity, homogenization, weak market, increased manpower and rental costs... A series of unfavorable factors, like bacteria, have eaten up the profits of shoe companies. Shoe enterprises The pain, many shoe enterprises in order to get out of the shadow of the crisis, painfully determined to find the way to break through the brand. So, what is the thoroughfare for the brand operation of shoe enterprises? Tan Ru, the brand observer of China footwear industry, believes that the brand operation of shoe enterprises can observe the "three disciplines".

　　 First, do not parrot, cutting marketing can win.

There are many successful cases of shoe brand operation, but they are all products of a specific period and particular environment. Following the successful experience of others' brand operation, it is often difficult to surmount the "winners". Huang Gaowu, general manager of Zhejiang Yin Xin bird shoe industry Co., Ltd., believes that the shoe brand competition must avoid homogenization, cut off your brand from the masses and achieve cutting marketing. The brand of seal bird has entered the market for less than five years, and it can create a world in the women's shoes market. The key lies in the use of cutting marketing. First of all, the Indian bird concentrates on the research, production and sales of the PU shoes brand, and does not easily extend to the production and sale of other kinds of shoes. Secondly, the fashion style of the Indian bird product is always different from the other, and is rich in its own brand characteristics. "Ingenuity" is the market label of the India bird's shoes. Third, the market of Indo bird brand is located in the gap between the two or three line market, and the price is in the neutral position of the second line brand and the first-line brand.

　　 Second do not make mercenary, make people happy and be happy.

Now there is a popular saying in the market: "making money is the absolute principle". There is nothing wrong with this statement. It is instinct for businessmen to pursue profit maximization. However, we have entered the information age. Modern consumers are becoming more and more intelligent, and there are more and more sources of information. They will understand the price and value of the brand through the developed information network. Once a brand is found to be too "black hearted", it will inevitably be disgusted from the bottom of its heart. Therefore, shoe companies should not be mercenary and take the consumer as a fool. Brand pricing should be value for money, so that consumers can get happiness from it.

　　 Seal bird brand To become a dark horse in the shoe industry is much more related to happiness as a "business card" and a cultural symbol of its own brand. The Indo bird has played the slogan of "India's heart bird - happy choice", maintaining the reputation of the brand, and thus getting the love of consumers. We all know that the reputation of a brand is competitiveness. The brand has credit and consumers.

　　 Third don't be ungrateful. Service is the right thing.

At present, shoes and clothing brand products have always been a hot topic of market complaints. We often see news about the brand of a certain shoe in the media. These negative reports will undoubtedly cast some shadow on the whole shoe brand. When hearing negative reports, the first reaction of some shoe brands is to think that consumers are picky and settle things in a careless way. These shoes usually call consumers "God", mostly for "God" to buy their own shoes. If shoes sell, "God" becomes strangers. China shoe brand Tan Ru, an observer, believes that the development of a shoe brand should not be ungrateful.

Buying shoes is different from buying other products. It is a kind of experiential consumption. Because of the different foot types, the shoes bought by consumers may go a long way to find out that they do not fit the feet and wear their feet. Therefore, it is especially important for the shoe companies to solve the after-sale service. So, how can shoe enterprises serve the place? Besides building a strong service system, free replacement, and setting up a "never offline" processing center, the shoe brand must also give consumers a service that enjoys higher quality and exceeds the desire of consumers, and takes consumers as a real God.