Slogan And Practice Of Small And Medium Shoe Enterprises, Innovation Or Innovation

Turning over history, dumping abroad, and engaging in domestic infringement, the "brand war" of small and medium-sized shoe enterprises is always filled with smoke.

brand Shoe enterprises The representatives can be universal, but not special.

A few years ago, there was such a saying, "Nike is a famous lady, but Lining is a mountain village girl." From "Everything is possible" to "Making the change", the new logo has become ADI's mentor. The reconstituted Lining only won the reputation of "vulgar" and "second rate". Why did the celebrity effect ever become a talk after dinner?

We know that Nike is inclined to spread a spirit of persistence and courage, which can arouse people's desire for sports. But Lining is between sports and leisure. It seems that she can only walk and play golf. She thinks that such elegant positioning will win some trust. A survey conducted by Gallup company shows that Lining is just like a friend around her, very familiar, very cordial but lacking in sex.

It is not just Lining who has been thrown into prison in the establishment of shoe brands. Most of China's small and medium-sized shoe companies are also suffering from the same illness.

Finding the root of the problem is the root of the problem.

It is not difficult to see that the micro shoe enterprises are similar to celebrities, such a superior marketing strategy, there are such a broad marketing channel such as Wenzhou, such a huge network of service management, and can not compete with the development of high-quality, personalized products. Especially if today's small and medium-sized shoe enterprises do not have the "bar" products, all the services and strategies are all looking for fish. Consumers' trust in the brand is proof.

Nowadays, China's small and medium-sized shoe enterprises face a common bottleneck. Last year, China's report hall released the interpretation of the development bottleneck of small and medium shoe enterprises: "some domestic shoe companies are encountering business difficulties when they are in trouble. They are not thinking about how to find a more suitable business model. Instead, they choose to go sideways and choose horizontal development. This has become a criticism of small and medium shoe enterprises for a long time, and this is undoubtedly self exile. When we want to put eggs in multiple baskets, we should first examine whether our current industry is reliable enough. For small and medium-sized shoe enterprises, what is needed is not "what to do with fire," speculative diversification, and focusing on the industry needs a stronger industry's ability to resist pressure.

In my opinion, this kind of strong compression capability is the innovative potential of a shoe enterprise. Innovation is the soul of a nation's progress. It is also the basis for the small and medium-sized shoe enterprises to become bigger and stronger. They can be invincible on the basis of reliable products, so that they can have confidence in investing in business management.

From the standpoint of small and medium-sized shoe enterprises, the real dilemma is that research and development design is like freezing and freezing. Without strong technology and capital support, it is difficult for common sense, so the implanting and imitation of brands can be regarded as a transition, but the premise is that this can only serve as a golden rule for the transition, rather than the long-term development of small and medium-sized shoe enterprises. There is a saying in the West that you do not need to worry about the invention of a wheel that is not round. Imitating and embedding brand is to enlighten us to follow the rule of the deep processing of products, instead of using this brand to earn temporary profits for ourselves. But if we want to get a great development, we should learn from Anta -- linking sports and fashion. Keepmoving! Because you stand on the shoulders of giant, you will see farther. Do not be afraid of imitation today. Sociology says that all human activities are started from imitation, but the law of enterprise survival is to understand how to walk, and to move forward and touch stones across the river.

Innovation is the ultimate victory.

It is a commonplace talk about the pain of national brands. Lining's situation is so great that I can't help thinking of how hard it was and how many people worked hard to build Lining's brand in the last century.

Today, although the brand is still there, Lining has gone downhill due to unclear positioning, unoriginal design, imitation, inventory and other issues. But at the same time, they are worried about the survival of China's small and medium shoe enterprises.

As the saying goes, "wine is not afraid of deep alley", it seems to me that electronic communications and e-commerce are so prosperous today, the development of small and medium-sized shoe enterprises, product development is the top priority. Product design and research and development, product quality, marketing channels, market development, this series of concepts and hardware will be attached to this "village". The brand of shoes is like a person. The poor will always look at the rich but not the rich. If he is narrow-minded, evil and ferocious, he will be dressed up like food and clothing, and will soon be eliminated by the society. Just like "made in China", he finally lost the world-renowned crown after the first ten years in twenty-first Century. The trust of customers is the trust of products. How to win the trust of "God" depends on the charm and boundless charm of the product.

Just like today, we are familiar with the "Colgate" brand, but do not know William Colgate. Why? If the miniature shoe companies can develop a reliable and personalized product on the basis of imitation of the brand, then we can find the right marketing team, and the small and medium-sized shoe enterprises can really throw away the crutches and push forward the chest. Just like a vision: I hope one day - people can forget Lining, but they all care about Lining's shoes. This is the biggest success.

The reasons for success do not distinguish between you and me, but the success of the flash is similar to people's endless aftertaste. Let's take a look back. Let's see that every exciting moment of the London Olympics is accompanied by the triumph of the brand shoe business. Who can deny that these bright stars didn't come and go in the dark yesterday? Who can deny that the starry and loud voice is not an achievement that is always innovating after being knocked down, imitated, and educated?