How Do Shoe Enterprises Conduct Network Marketing Communication (Four)

The fourth section is seriously homogenized. Brand creation is different. Product homogenization is that products can be replaced by competitors in the process of consumer choice, because their functional interests are the same as competing products, and competing products become an alternative product.

Our products and competitors form product homogeneity.

Nowadays, the surplus of products is no longer the product marketing era before. The homogenization of products is inevitable. The functional satisfaction of homogeneous products to consumers is similar. Under such circumstances, consumers' consumption behavior is shifted from product consumption to brand consumption. The core of their consumption is shifted from the functional consumption of products to the personalized consumption of brands. The process of consumer brand consumption is the process of experiencing and recognizing the brand concept and brand connotation while consuming the physical functions of consumers.

For example, in Jinjiang, the shoe marketing manager generally recognizes sports shoes as 3 categories: professional sports series, leisure sports series and fashion sports series.

However, the position of these enterprises in these 3 categories of products in Jinjiang is still not very clear. They often copy each other and imitate other products that sell well.

So in many shoes, the shape and material are exactly the same, but only a different brand.

In the face of such highly homogeneous products, the hotkey that consumers choose is to focus on this brand.

If brand strategy can not create a significant division, then all advertising is a waste, brand building is also no tree.

Therefore, in the homogenization of the commodity market, brand building differences, brand building is to create brand personality, create differences between brands, advertising campaign is to enlarge the difference, inform consumers, realize their cognition and identity.

Differentiation strategy refers to the commercial decision-making of the enterprise on its own products in terms of special functions, cultural orientation and individual differences. It is the process and result of building a distinctive brand image.

In other words, it means identifying a selling point and market position that is different from the competitive brand for a specific brand, so that the commodity occupies a special position in the consumer's mind.

To implement differentiated strategy, of course, we must act according to our capability. There is a shoe enterprise in Jinjiang. Brand segmentation is a "board shoe expert". Shoes are indeed a hot selling product in the market, but even though the famous international brands do not regard themselves as "experts on board shoes", their market recognition and audience recognition have reached a very high level.

Originally, differentiation is to create competitive advantage for itself, and to achieve brand differentiation. This indiscreet differentiation leads to the brand entering another dead end.

The purpose of brand differentiation strategy is to pform the core strengths or individual differences into brand connotations to meet the individual needs of target consumers, to successfully achieve brand segmentation, and to consolidate and expand the competitive market space.

A successful brand has an image that is differentiated from its competitors and meets the needs of consumers, and then connects the brand differences with the psychological needs of consumers in a consistent way. Through this way, the brand positioning information can be accurately conveyed to consumers and occupy a favorable and unique position in the hearts of potential consumers.

In the market of product homogenization, the magic weapon to win is differentiation. In the current words, blue ocean strategy.

How to find a new blue ocean?

Brand is a strategy to create blue ocean.

The success of yako vitamin candy is a good example to avoid the red sea of candy market and create the blue sea of vitamin candy.

However, at present, many enterprises have entered a blind alley: in the homogenized product market, they adopt the homogenization of the market strategy, so as to fall into the mire of the internal friction of the industry.

In sports shoes market, category is basically fixed. It is quite difficult to build a new category. For many enterprises in Jinjiang, new product development is also somewhat difficult.

Therefore, strategies based on product class differentiation and technology differences are hardly available in Jinjiang market.

Jinjiang has appeared many famous brand of sports shoes in a short time, but there is no brand with distinct personality and can effectively separate from the brothers brand of the same city. Dozens of brands are in a melee, so that consumers can not find their differences, nor can they find a reason for buying.

Jinjiang Chen Dai Town, there are more than 3000 shoe factories.

Since the reform and opening up of manual workshop production, it has become the world's sports shoes production base.

The number of sports shoes produced here is more than 5 billion pairs per year, and the number of sports shoes sold abroad is 500 million pairs, which accounts for 75% of the domestic sports shoes.

Relying on primitive accumulation, some enterprises have made considerable progress and established their own brands.

And the road of this brand is in a hurry and the same way.

The CCTV sports channel has almost become the Jinjiang channel: Anta, XTEP, Buick, del Hui, Xi De long, mingle, Jordan and so on. Your voice has made me debut.

And its form is very similar, showing similar advertising screen and simple advertising language, all are Jay Chou, Aaron Kwok, Andy Lau, Cecilia Cheung, dawn, Nicholas Tse, Stefanie Sun, Willber Pan, Willber Pan and other heavenly stars.

Jinjiang footwear enterprises imitate the trend, regardless of the product style or marketing mode, the overall competitiveness of the industry has not improved. It still stays in the price competition and imitation. The serious internal friction makes the whole industry become empty, leading to a serious market melee.

The purpose of brand building is to create a differentiated market segment. Its ultimate goal is to avoid competition instead of intensifying competition. However, in many Jinjiang enterprises, brand movement has become a movement that aggravated competition between competitors and manufacturing industry.

Since 2004, the negative effect of the image endorsement of Jinjiang shoe making enterprises has begun to emerge.

In the 5 sets of CCTV, known as the Jinjiang channel, the advertisements of Jinjiang shoe making enterprises are considered by the media to be even slogans, so that the audience can not tell who exactly is.

Anta: Keep Moving...

永不止步 匹克：I can play 鴻星爾克：TO BE NO.1 沃登卡：捍衛個性 康踏：非常運動 奈步：走自己的路 特步：非一般的感覺 名足：陽光運動 名樂：一切只為這一刻 阿迪王：一切皆可改變 361度：勇敢做自己 CBA雷速：Hold the ball,Hold the world 貴人鳥：飛躍改變一切 富貴鳥：自由如風 金蘋果：我的色彩 德爾惠：on my way 金萊克：信自己 露友：我想 我能 飛克：京(精)彩無處不在 喜得龍：尊重每個人 美克：運動每時美克 喬特：跨出你精彩人生 助樂：運動由心 我們認真分析比較晉江的很多品牌發現，晉江品牌的品牌命名具有很大的相似性，比如運動品牌中“匹克”、“美克”“飛克”“溫克”等等，相似的品牌名稱，增加了打造品牌區隔的難度，就像我們經常把兩個名字相似的人混淆一樣。

At the same time, the brand slogans of Jinjiang enterprises are very similar. "Go their own way", "believe in yourself", "I can play", "on my way", "I think I can" and so on. Brand slogans have similar connotations, making it difficult to create obvious brand segmentation. Similar brand concepts are faced with the same type of consumers, exacerbating the brand competition.

In addition, brand performance is also very similar. Professional sports shoes are a professional athlete's personal show. Casual shoes and fashion shoes are a personal show of popular stars. Many times, the audience is baffled and confused.

A figurative metaphor is that when a pond is quiet, when a frog jumps out and starts to croak, people's attention is easy to attract and find the frog. But when there are a group of frogs in the pond playing the ensemble, we will feel very noisy. We can not notice which frog is making more effort, or which frog is more artistic.

This is like the brand market in Jinjiang now.

Homogeneous enterprises are just like a group of people who are similar in appearance, similar in name and similar in clothing. Let's not let consumers distinguish who is who they are.

This reminds me of Ye Maozhong once proud of the sentence "someone asked the manager of the 31st degree, why the advertisement used a leopard, the boss's answer is: Ye Maozhong said it should be done."

In the face of the highly homogenized brand in Jinjiang, is the superstition of the advertising company increasing the homogenization of the brand, or the result of the company's imitation of the trend of imitation, or the collusion between the enterprise and the advertising agency?

Product homogenization, brand strategy homogenization, brand performance homogenization.

What is the future of Jinjiang's enterprises in the face of such a competition?

Product homogenization is the basic fact of the current market, because China has some labor force, and what is not lacking is imitation ability. But the question is how to distinguish the products that are produced by a large number of labor force in China?

Pepsi Cola and Coca-Cola are a good example. Coke has been homogenized to the point where it can no longer be homogenized. The only thing that can be separated is brand name, brand performance and brand concept.

Coca-Cola emphasizes American culture, and Pepsi strengthens the "new generation of choice".

With the support of different brand concepts, Pepsi and delicious have been widely recognized by their core markets and have achieved a good brand segmentation.

But when Coca-Cola began to import elements such as "entertainment, youth and vitality", the boundaries between the two could start to be confused.

From the Pepsi and tasty example, we can conclude that the homogenization of products is not terrible. The ghosts are homogenization of strategy, homogenization of brand performance, homogenization of brand concept and homogenization of brand connotation.

Homogenized products are like every yellow skin and dark haired Chinese, even with height and weight.

But it is our name, our character, our values, and our clothing style that separate us from each other.

The world of brands must be replaced by new ones. There is absolutely no room for survival. Any brand that wants to be strong and big is absolutely impossible to imitate.

Consumers are seriously thinning and the market demand is diversified. It is a wise choice to take a different brand approach instead of one way of thinking.