Huaxi Village Replicating The Imperial Palace Controversial Shoe Enterprises Cottage Marketing Caution

In November 28th, Jiangsu The Huaxi Village Huaxi Village museum was opened and the first Huaxi Cultural Festival opened. The Huaxi Village museum is composed of 1 to 1 copies of the Taihe hall, the Imperial Palace, Ken Kiyomiya, Donghua gate, turret and red walls, with a total construction area of 10 thousand square meters. In this regard, public opinion is generally critical. Huaxi Village's attempts to open up its own cultural construction are understandable. Then, whether the Shanzhai can really bring about an essential improvement is still to be discussed. Similarly, the brand of Chinese shoe making industry, which is popular in Shanzhai style, is also struggling in the mire of Shanzhai.

China Shoemaking enterprises After extensive development in the developed era of manufacturing industry, it has also fallen into a vicious circle of homogenization competition. In the developed footwear industry base in Jinjiang, Quanzhou, such as ADI, Iverson, Jordan and other brands, the wind of Shanzhai has been swept to the whole country. In the early days, cottage marketing can enable enterprises to quickly open up the visibility of enterprises and products, and can quickly develop certain market share. However, in the large-scale adjustment period of footwear and clothing industry, the creation and construction of differentiated brands and brand image have become the key to breaking the tight encirclement of a shoe-making enterprise with certain rules.

Copying the name of the building wind, the common operation is microfilm replication, Huaxi Village is very rich, before the village also copied the Tiananmen, also copied The United States Capitol, also copied the Great Wall...... However, Huaxi Village itself does not need to further enhance its popularity through Shanzhai. The name of the first village in China has long been known throughout the country and even the world. Therefore, the move of Huaxi Village has caused serious doubts about its real effect, which has damaged the image of Huaxi Village. This should be a warning for China's shoemaking industry.

For some shoe companies, we must understand that no matter how noble the origin of foreign brands is, no matter how long the history of foreign brands can be traced, and the bright undergarment is still "madeinchina" after all. Therefore, the road of enterprise's own brand needs to be expanded. How should China's shoe industry go out? Cottage marketing How can we improve our brand?

If we want to succeed in transformation, we must have a strong spirit to overcome internal pressure and create brand. Brand is the survival of enterprises, brand creation and cottage manufacturing is completely different. If the manufacturer does not find the right outlet at the beginning, it will fail, and eventually it will not be able to catch up with the formal manufacturing.

The two is the support of the government. Some enterprises, even with their own brands, lack the market orientation and lack the "bottom line" of going out. In order to help enterprises out of the "predicament", the government issued special policies, and the highest subsidy for textile and garment enterprises developing the market was 1 million yuan, which set off a climax for enterprises to create their own brands and expand the market. The support and guidance of the government will be the key to success or failure.

The three is to maintain the advantage. We can not throw away the magic weapon of victory on the way forward. At the beginning, the low price of raw materials and processing fees can make the product enter the market with the advantage of low price, and then make continuous improvement on the basis of gradually increasing sales volume. China is not lack of creativity. The original advantage plus a little innovation will be the key to how far it can go.

For the "cottage" products, the brand issue is still an enduring topic in the final analysis. How far is the Chinese brand of "cottage" brand? Let's wait and see.