Foot Friend Sports, Brand Channel Planning Set Sail

In the past 08 years, the appreciation of RMB, the increase of raw materials and the increase of labor cost have become the insurmountable threshold for labour intensive enterprises.

In the process, a lot of shoe companies without their own brands will fail or pform in the industry shuffle, and only those enterprises with well-known brands will be able to do well in the incandescent market competition and flexibly resist all kinds of risks.

Therefore, how to build an independent brand and enhance the premium space of products has become a difficult problem for most enterprises to overcome.

The author has visited the senior industry of children's shoes industry, Fujian province Xiaoyou sporting goods Co., Ltd., in the past more than 20 years, the cartoon characters such as Altman, superstar, flying girl, changeable cherry and so on have been well recognized by the market, and are popular with children.

In addition, the company's top management has long adhered to the high requirements for quality, so that the company has become an industry leader in the children's shoes industry.

"However, in the face of the market crisis, only continuous innovation can achieve continuous leading advantage," said Yang Jingping, the general manager of the foot friend company. "The unstandardized use of cartoon image leads to the narrower road of cartoon brand. We must establish independent brands, let independent brands and consumers resonate and provide brand added value for consumers."

From the cartoon licensing brand to the foot friend's own brand pformation, let us see a children's shoe carrier is sailing.

The application of cartoon image will not decline, it will continue to grow in the new generation of cartoon image, and will always be a hot spot in the children's products industry. Yang pointed out that the 08 year has completed the brand foundation construction of its own brand "foot friend" and "Rio Dick". The brand recognition system of the brand VI and SI has been initially implemented.

At the same time, in the field of brand promotion, the launching of the image store construction project and the air media delivery plan has been launched in all directions.

In terms of product positioning, faced with a number of children's shoes enterprises starting to enter the "campus market", the products are pformed to young people's product positioning, while their friends are more focused on their children's market. When it comes to the development of their friends, Yang always confidently says, "concentration is the only way to be professional.

If we get involved in other fields because we are afraid of competition, we will lose the core competitiveness of our enterprises. Our friends will be experts in the field of children. We will strive to meet the needs of consumers. We will stick to our choice.

At the level of social responsibility, enough friends have always been interested in public welfare undertakings, and are concerned about and donating children who are out of school. LEODICA brand advocates "support is the best love" and extends the support view to the brand positioning field. They hope that every child's face is full of smiles, hoping to feel the atmosphere of love everywhere.

In terms of R & D technology, our friends not only use advanced technology such as waterproofing, antibacterial, far-infrared resonance, but also cooperate with famous universities and colleges in China to develop technology and make friends as "health care experts", so that each pair of shoes can become a guardian for children's healthy growth.

Enterprise link Fujian foot friends sporting goods Co., Ltd. is a comprehensive development, production and sales of large-scale children's sporting goods production enterprises.

The company is located in "China's children's shoes city" - honglai Town, Nanan, Fujian, which began in 1987.

It has an area of over 87 thousand square meters and employs more than 3000 employees, of whom more than 200 management personnel, including R & D centers, marketing centers and production centers, has established a series of perfect professional management systems.

The company has three production bases, with an annual output of about 10000000 pairs of children's shoes, 5000 square meters of modern intelligent office buildings and elegant and warm industrial parks, modern assembly line workshop, spacious and bright staff canteen, standard badminton, basketball court, and comfortable and unique villa staff suite.

In the past twenty-two years, our friends and friends have been united and upward. With the firm and persistent belief, rigorous and pragmatic style, and closely following the marketing strategy of the market, through the adjustment of the market strategy, we have been running the brand "foot friend" and "Leodica".

The "friend" brand endorsement is cartoon authorization "Dijia Altman" and "hundred changes", positioning in sports leisure, facing the general consumer group; "Leodica" brand image endorsement for cartoon authorized "superstar God" and "flying small female policewoman", positioning in fashion and leisure, for high-end consumers.

In the course of the development of the company, the "foot friend" brand has won the "Fujian famous trademark" and "Fujian famous brand product" successively, and has obtained the ISO9001 international quality system authentication.

The products have been sold to more than ten countries and regions such as 31 provinces, cities, Hong Kong, Macao and Southeast Asia, and won the trust of customers and consumers.

To this end, Xi Jinping, governor of Fujian Province, visited our company for guidance and inspection.

In the face of the future, our friends confidently continue to uphold the aim of "creating first-class enterprises, building first-class products", "sincere, pragmatic, pioneering and innovative".

Solid progress towards the modernization of enterprises!

Because our friends know that innovation is the only way to develop. Only by constantly surpassing the enterprise will we remain invincible.