Confronting Brand Aging Shoe Companies To Solve Problems Everywhere

With the development of shoemaking industry, the problem of brand aging has become the lingering pain of enterprises.

Nowadays, domestic consumers' cognition of shoes has been divorced from the concept of "a pair of shoes that can be worn for several years as good shoes". Beauty and individuality have become the main criteria for contemporary young people to choose shoes.

Therefore, the most difficult problem facing enterprises is becoming "fashion" and "fashion".

However, the problem of brand aging is not simply understood as the "product" aging. The so-called brand aging refers to the brand name depreciation of the brand created by shoe companies in the market competition, the decline in reputation, and the decrease in sales and market share.

On the one hand, on the other hand, because of a certain brand foundation and visibility may be higher, but with the increasing number of competitive brands, brand awareness gradually decreases.

Take Nike's Jordan series as an example.

This series used to be the leading brand in sports brand. Many NBA fans regard this series of basketball shoes as collectors, and limited shoes and second-hand shoes have become the most sought after treasure.

However, with the retirement of Jordan, the Jordan fans grew from the impulsive consumption students to the rational consumption office workers.

Jordan's brand appeal has been estranged from the target consumer group, young fans.

Then Nike launched Kobe and Lebron series sneakers to cope with market changes.

With the worsening phenomenon of homogenization in shoemaking industry, the brand management concept of "many and scattered" has been eliminated by society.

Therefore, if we want to prevent brand aging under the premise of making a specific brand, we must refine the scarcity value of a brand, the scarcity value that a new breed can not replicate, which is the key to brand activation.

As we all know, it is hard for a new product to gain a firm foothold if there is no such personality to compete in the competitive market.

When enterprises actively promote differentiation and promote industrial competition, "scarcity" can attract more consumers' attention and be more in line with consumers' appetite.

From another point of view, when a brand occupies the dominant share of the big market, the best strategy for the enterprise is to actively introduce its personality and create new opportunities.

With unique product selling points, shoe companies can grow and expand in the market.

Of course, the novelty of communication mode is also a manifestation of brand image advancing with the times.

With the rise of e-commerce in recent years, more and more shoe companies are joining hands with e-commerce to expand the market and develop personalized marketing solutions for shoe companies. At the same time, it is also necessary to synchronize brand promotion and product promotion through online sales, from brand promotion to product promotion.

So we should use e-commerce channels to carry out the propaganda mode that matches the current economic environment, use the Internet to spread brands, and promote enterprises with e-commerce. This cost-effective way and the strategy easy to change are suitable for the development mode of shoe enterprises at present.

Thus, the most difficult "fashion" and "fashion" of enterprises are not simply to pform products, but also to pform values and pform ideas.

In the past, Lining said, "I want to be China's Nike", but unfortunately, this argument is not valid now, because Nike itself is in China, you can't do Nike in China.

For all brands, then the main "do China x x" is not established, so you can only do yourself.