Footwear Brand Marketing Develops From Tradition To Internet.

In recent years, CCTV advertising tender meeting, Quanzhou Shoe enterprises The heroic spirit of throwing away millions of dollars has made many people laugh at it and become a force that is hard to ignore. For example, in 08 years, XTEP's performance was "eye-catching", and won the "CCTV 2009-2010 sports match live partner" by 156 million yuan, nearly 50 million yuan more than 1.1 billion in 07 years; 361 degrees beat Lining and Anta by 158 million yuan, and won the "CCTV 2009 sports frequency road designated supplier". And in this year's World Cup battle, the shoe company, del Hui, spent about 20000000 of its money on CCTV gold resources.

There is no doubt that traditional brand marketing It has brought the first barrel of gold for shoe enterprises, and established the primary relationship between the brand and consumers. However, traditional brand marketing also has many disadvantages, such as the high price of advertising and advertising, the gradual maturity of consumers and the suspicion of mass marketing. All these are the difficult problems for shoe companies to solve.

In today's rapidly developing modern society, enterprises can not rely solely on marketing to build and promote brand. Diversification Only in this way can we constantly gain and maintain competitive advantage.

I remember that more than ten years ago, some people mentioned the prediction that "Internet marketing will sweep everything". Now, with the continuous popularization and development of computer Internet in China, the number of Chinese netizens has reached 390 million so far, ranking first in the world. More and more shoe enterprises are paying more attention to network marketing and website construction. More and more industry brands and electronic commerce platforms carry out deep strategic cooperation to speed up the development of the network market. There are many successful shoe makers, such as Lining, AOKANG, PEAK, and 360 degrees.

Take the example of 360 degrees, the national brand has just emerged from the Jinjiang sports brand city in China for more than six years, and has become the top three sporting goods brand in China. In the past six years, 360 degree has been continuously exploring in the process of brand building, and has gone out of the atypical route combining the "high-altitude bombing" strategy of "competitive resources + strong media" with the network interactive marketing "ground interception".

In 2004, the 31st named Tencent network sports channel related sub column, Tencent network as the platform to build its first communication channel with consumers. Because in China, 70% of the sporting goods market is concentrated on the young consumer groups, which is the core group to grasp at 361 degrees, and 70% of the products are concentrated on this group.

The combination of target groups and product styles with Tencent network has made Internet marketing "trial water" become a "long engagement" and started a 5 year network marketing trump card tour. With the deepening of bilateral cooperation, many new cooperation models have been developed.

Immediately after that, the whole channel of Tencent sports channel was named after 31st degree, which has attracted widespread attention from millions of netizens, and its brand awareness has been greatly improved. This year, the 31st degree was recognized by the State Administration for Industry and commerce as "China's well-known trademark", marking the 31st degree became the leading enterprise in the industry with the two national honor of "China famous trademark" and "China famous brand".

To sum up, the brand marketing of shoe companies has gone through the course from tradition to Internet, but it is not a substitute relationship, but a coexistence, so as to ensure the steady growth of brand sales. Therefore, the brand marketing of shoe enterprises still needs to take advantage of quality first and service first, while shoe enterprises can not relax their checks on quality and service while enhancing brand awareness. This is the foundation of the enterprise's life.