The Award-Winning Footwear Industry, Metonymy Marketing, New World

On the twenty-sixth China TV Golden Eagle Award and the Ninth China Golden Eagle TV Festival Awards show, the article won the "most popular actor award". On the stage of the speech, he said: "the Diaoyu Islands are China's", praised by many viewers and netizens. A simple speech has won the highest attention of the day. In a sense, this sentence has made a beautiful advertisement for the weight of the Diaoyu Islands Dispute in the hearts of the Chinese people, the promotion of the personal value of the article, and the further popularity of the China Golden Eagle Award.

Advertising, as a marketing way to enhance brand awareness and competitiveness of enterprises, is probably the same as the selection of China's footwear industry.

It is the development of the nation and the prosperity of the country. In September 10th, the 2011-2012 most influential people and enterprises in China's footwear industry, the theme of "brand building the world, creating China with intelligence", was the second one. Top ten selection The voting phase of the 30 strong event has ended. Next, we will enter the "expert and buyer evaluation stage". The organizers will invite experts from Chinese footwear industry and outstanding business representatives to hold an expert review meeting at the headquarters of Beijing Huicong network, and conduct expert reviews on the top 30 figures and enterprises. It can be said that this is a great event in the industry, and it is the most effective way of publicity for a good model in the industry. It not only allows consumers to participate in it, but also enables enterprises to interact with consumers, so that enterprises can be recognized by experts and industry, as well as consumers, which will help enterprises further develop their marketing methods. Marketing is an essential means for an enterprise to become bigger and stronger. Naturally, it is the lowest cost to do the most effective advertising for oneself.

Frontline dealers often say that those successful brands have made advertisements in the past few years, and the advertisements have been made early. Our advertisements are powerless, and many consumers do not know our brands. In fact, the market advantage we feel today is the accumulated results of the previous stages of the former brands, not just their beginning now. Many small and medium-sized shoe companies are still imitating the former stage of the pre brand, so the whole industry is very homogeneous in some competitive factors which are not easy to break through.

The market is always changing, and things that are not homogeneous can not withstand the long-term test of the market. The shuffling process of the market is "taking the jade inside the stone, digging for gold in the sand", leaving the small and medium sized shoe enterprises to realize "terminal is king", but the terminal advantage is concentrated on a few brands.

From the front-line market, we can see that there are not many brands that can truly sell domestic products. Some of them sell more than 100 million yuan annually. They are brands that are strong in the chain of monopoly shoes and business circles in counties and cities. These brand terminal stores are densely distributed throughout the country, with good performance and high survival rate. Because they have been continuously accumulated marketing skills and service market level, from the combination of logo products, refining to marketing communication level, the advantages shown in every aspect are "not a day's cold", so in the current and future competition stage, the black horse enterprises that rushed into the top five are no longer as easy to emerge as they were years ago. {page_break}

At the same time, it is not difficult to find in the front-line Market: the process of dominant brands forming a city and many stores in the whole country is also the process of the withdrawal of the weak small and medium-sized brands, and the market share is more and more concentrated on the brand with market position.

It is reported that enterprises that operate street stores by chain monopolization can stand in the same way as cities, shops or stores or flagship stores. There are only a few brands (not including their brands), and Chinese cities are generally prosperous. footwear industry Business circle is also a few streets, which are surrounded by many brands, with high brand value and high survival rate. Many brands are not able to compete with monopoly under the high cost of rent and other costs. They can only retreat to the shoe market or shoe industry supermarket with a low cost to survive.

Few follow up brands can only temporarily compete for the annual sales position of 2000-6000 million yuan in a very small number of regions (because the company is biased towards positioning and support, plus the business ideas and strength of the agents).

Because the competitiveness of small and medium-sized brand regions is not replicable, many small and medium-sized leather shoes enterprises often have limited personality tension to break through the market predicament. Homogenization competition causes other regional sales performance to be mediocre, unable to compete with the dominant brands into a harmonious market. But from the point of view of industry complementarity, the author also needs to establish confidence in small and medium-sized enterprises, to find their own vitality, the development of an industry, the complementary factors in its industrial chain is indispensable, the survival of the fittest, and the opportunities for small and medium-sized shoe enterprises to make bigger and bigger opportunities in the links of the industrial chain are still many.

In recent years, consumer behavior tends to be rational, and conventional marketing methods have caused consumers' aesthetic fatigue. How can we display the characteristics of our products and brands to consumers? Just when some small and medium sized shoe enterprises end their own fate with the competition of homogenization and fierce competition, the dominant brand has begun a new round of marketing promotion. The cultural factor of this upgrading is: breaking through the same quality competition with fashion, improving the fashion of leather shoes from comfort and function to the sense of fashion, and adapting the new market changes with fashion elements, which has injected new vitality into the brand of Wenzhou leather shoes.

With the popularity of the Internet, people are entering the world fashion trend at an alarming rate. For example, most of the shoe industry people know that BELLE shoes, which are already the leading leather shoes of China, are fashionable magazines such as Ruili and Internet media as fashion beachhead, and the advantage of brands is driven by department stores. Although few national hard advertisements have been done before, they have continued to achieve good brand recognition and reputation in women consumers. Their consistent fashion selling points have led to a shoe king's leading glory. {page_break}

Then, as China's shoe capital, Wenzhou Leather shoes, in recent years, monopolized by the bottleneck of the turning point, and where to go?

Wenzhou leather shoes began to integrate the iconic products at the fashion level, communicate with the audience, and push shoe marketing to fashion marketing. We have seen a fashion breakthrough and homogenization competition. An expert once analyzed that chain monopolization has been popular for many years in the shoe industry, and it has been running for more than 10 years in the shoe chain Monopoly in Wenzhou. The competition level is led by the industry leader, and then the group enterprises follow suit and the marketing mode tends to homogenization. In order to get rid of the harmful brand image and adverse competition that affect the added value of products, some clothing enterprises begin to seek new ideas to break through the terminal competition, for example, from the simple display and display of the original shelf laminates to the current multi-function experience equipment of the store, from the promotion of shoes to the interpretation of the fashion quality, the chain monopoly has entered the experience era of the consumer culture from the monotonous development layer. From AOKANG, Kangnai, Chain monopolization, from homogeneous competition to multi-functional experiential services, shows that the marketing of stores is undergoing changes, and is gradually integrating with the international market. The penetration of experiential shops in the bustling business circle of cities will become another stand in the fashion display of high-end products, and the trend of fashion marketing will be strengthened in the process of Wenzhou leather shoes attacking department stores.

It is worth mentioning that fashion communication is a way for the brand to keep pace with the times and to communicate with the audience, especially with the combination of regulation, economy, culture and social life.