Brand Marketing Of Shoe Enterprises Should Be Close To New Consumption Pattern.

With the increasingly fierce competition, how to guide customers to distinguish product and brand from competition and to compel enterprises to create a new marketing, financing or expansion mode in brand operation? Or, which company's marketing technology and brand operation are more reasonable, and who will be successful. As for brand operation, it also highlights several new models. With the coming of the "new monopoly era", the increase of consumers' access to information channels and the increase of market competitors make the market share more and more segmented, bringing the market crisis of the major brands. At the same time, the main brands of some industries are forced to adopt new means to protect the market by the two-way extrusion of leading brands and follow-up brands. And these two aspects of performance are more reflected in the way of brand merger and brand alliance. It also indicates the coming of "brand new monopoly era". Although the main developed countries in the world have anti-monopoly laws, the new monopoly era is still a trend. For example, the US Department stores were forced by the multi-directional market squeeze caused by WAL-MART's discount stores and brand stores, which eventually forced the two major department stores in the United States to come together with department stores in May. Brand alliance refers to the strategic cooperative relationship between the brand with the common development concept, such as the alliance between SONY and Ericsson. For local enterprises, the main characteristics of "brand new monopoly era" are embodied in three levels: "technological monopoly", "capital monopoly" and "trademark monopoly". The "technology monopoly", that is, the key technology, is completely in the hands of the foreign party. "Capital monopoly" is a new challenge faced by local brands in recent years, such as the general purchase of Shanghai automobile industry, and the acquisition of AB stake by Harbin. The "trademark monopoly" is manifested in the joint venture between the foreign and local enterprises, and the local well-known trademarks are hidden, such as the disappearance of Maxam in the merger with multinational companies. The evolution of "brand worship" is influenced by the comprehensive factors such as the range of customer brand choice and the price war. When the quality is similar, customers often abandon a brand and turn to another brand. Although for most brands, customer loyalty is decreasing, big brands still maintain strong customer retention ties. For example, the famous international brand Haagen Dazs ice cream, although the price is very high, but its original flavor and romantic sentiment and other characteristics still occupy a very high position in the hearts of consumers. Brand worship is based on the belief that consumers own certain privileges of the brand, such as the right to speak, the right to suggest, etc. Loyalty to a brand is like a religious believer, and it restricts a set of explicit and strict value systems for the consumers who want to distinguish other brands from their own brands. Brand worship is a specific form of thinking, consumption and outlook on life. Brand worship is an integrated psychological attack through product, image, personality and culture, rather than a single breakthrough. Halley Davidson, the 100 year old motorcycle brand value, now reaches $7 billion 100 million, and the 886 thousand member member of the Harley Owners Association is sponsored by its consumer organization. On the occasion of the Halle brand's centenary birthday, as many as 250 thousand members of the community gathered at the Harley base in Milwaukee. Half of the sales of Halley locomotives come from these old customers' new cars. I believe that in the Chinese market brand competition, consumer loyalty to the brand has not really formed. Therefore, any effort to promote the brand is likely to stand out from the competition and attract consumers from generation to generation. Event marketing has made the rise of brand with event marketing, making the brand rise rapidly. It was once the classic handwriting of some international brands. Phil Knight, founder of Nike, initially imported cheap sports shoes from Japan to the United States, which was no match for Adidas, a sporting goods manufacturer. In 1984, Nike and Adidas almost had a technology to reduce the weight of the air cushion into sports shoes, and the two sides almost put the air cushion shoes into the market at the same time. However, Nike closely linked this shoe to the greatest basketball star in the history of the world, Jordan, and asked Jordan to be the spokesman of the image. This Jordan incident made Nike's brand charm surge. Its sales volume surged from less than 1 million US dollars in 1984 to nearly 20 million US dollars in 1987, and later exceeded Adidas and Reebok to become the world's first sporting goods brand. In recent years, event marketing has attracted more and more attention from domestic and foreign brands. I believe that event marketing can be categorized into two categories: "borrowing" and "creating momentum". Mengniu and Fiyta are the two most famous cases in China promoting self brand through the Shenzhou incident. In the face of the competition of Yili, Guangming, three yuan and other brands and the challenge of second tier brands, Mengniu made its brand "soaring" with the Shenzhou 5 manned flight event. The theme of emotional appeal for "China's aerospace cheering" and "health can be strong" enriched the brand connotation of Mengniu. The Fiyta watch also made a remarkable achievement through Shenzhou 5. After that, Mengniu and Fiyta strengthened their brand influence by operating the news of the event. The strengthening of network terminals in twenty-first Century, the online sales mode provided by the information age will profoundly change the sales mode of many brands. Music, appliances, books, clothing, and even cars can all be done through the Internet. The biggest advantage of this network terminal is that it can be sold 24 hours a day, and it does not cost much labor and cost. In China, the network sales mode is no stranger form. Many portals have opened their own online stores. New network terminals such as Taobao network and Dangdang network have sprung up, not only through the form of online stores, but also in the market segments to establish their own brands. In addition, the prosperity of brand virtualization is changing the tradition of brand marketing. The operation of brand virtualization stems partly from the OEM OEM processing of foreign brands in China, and the international brand names, to China's order production, without the need for huge factory equipment. The brand virtualization management is in the ascendant, marking the end of brand management and sales, "the era of human sea tactics". The scale of a company is no longer based on the "staff number". There are many successful brands in China, such as "Jinliufu" and "Liuyang River" in liquor making industry. According to statistics, at present, there are more than 70 garment enterprises with virtual brand operation in Wenzhou. Relying on the processing capability of products such as "Pearl River Delta" and "Yangtze River Delta", a number of well-known brand apparel virtual enterprises have emerged, such as "Metersbonwe" and "Semir".