Small and medium sized shoes brand differentiation strategy

    Personality and style in this era of advocates, business side of the banner of "personality, fashion" on the cover to cater to consumers, while becoming increasingly shift production operation homogenization. Consumers in the market looking at two pairs of "same" shoes shook his head, many of the shoe are not aware of the problem may not be. However, to the beaten track, to find a breakthrough How can it be easy.
Survival of many small and medium state enterprises shoe worrying. No strength to fight with the first-line brand, they can not throw off a considerable strength of the other third tier brands. In such cracks, establish their own brand image and expand awareness seems to shoe their goals. Many enterprises through various channels in the ads, inviting famous singers movie stars speak, organize events, etc. to achieve their branding objectives. Anta record since "Star + endorsement" after Jinjiang model 'star advertising "has become competitive in the shoe are a theme. Shoes sizes start competing a lot of effort on advertising.
Brand awareness up, and shoes along with the cost up, originally in technological innovation, product development efforts on the lack of small and medium sized shoe, in this respect is even more useless. The result is compared with similar products could not find advantages, production and sales of increasingly homogeneous. Lack of brand personality, it means a lack of initiative in the competition, and ultimately escape out of the market. The collapse of many small and medium shoe is the vivid example.
Shoe investment in brand awareness on an issue, which was originally beyond reproach. However, let's frustrating is the case of homogeneous products, not simply from overall branding, or what long-term change. Consumers are found in different brands of shoes to wear on their feet, regardless of the shape and inner shoes are not much different from other shoes, the brand has become a true sense of the code, a name only.
Some shoe grasp the meaning of the brand has gone wrong, simply that the brand is just a conceptual thing. Advertising up, and allow consumers to remember and do not favor their own products, the brand's value will not be enhanced. In fact, the brand is a broad concept, which in addition contains the well-known, popular, reputation and the value of extrinsic factors, including the brand's features, quality and other internal elements. Only brand features, quality and other elements of the development based on internal, external visibility and reputation to get a better upgrade. In today's crowded market environment, many small and medium sized shoe to develop and enhance brand value, we must look for the brand's own differences with others, take the path of brand differentiation.
Converse vulcanized shoes have been renowned in the international arena, but the domestic market, vulcanized shoes, the brand is still in the low-end get together blind, high-end market is cold vulcanized shoes, add cold side door. Treasure of footwear brands get together in the Jinjiang play sports, "Sports do not take the route of the flag", the sword easy road, to build "China's Converse", the production of sulfide shoes. "Treasure up and bolt in the race, I was the only one back, even behind a lot, I will be the world's second and this is our differentiated strategy."
Alternative, the personality of the brand positioning to find the treasure of the meeting point with a young family. Was selected as "Top Ten Most growth Jinjiang sports and leisure brands," Top Ten "Top Ten Chinese brands are cutting-edge shops," China's Most college students loved brand, "treasure of the line between brand and achieved initial results. In addition to the brand positioning for differentiation in the product manufacturing process, functions intrinsic quality but also for differentiation in the case of homogeneous competition intensified, the treasure of successful experience is worth testing the water for small and medium enterprises in their shoes and learn to think.
Everyone knows the importance of the brand, "No I have, I have excellent" brand characteristics to get consumers. Whether small and medium sized shoe is already facing problems of homogenization, should in future seek brand differentiation, so that a greater initiative in the competition. If you just get together and blind business, then the business would sink into the quagmire unable to extricate themselves homogeneous.

Synthetic Leather 2011 China International Exhibition: first-line exchange to enhance the market power of pre-sentence

All along, China International Institute of Synthetic Leather Fair (CSLF) regard the show and lead the industry and market changes, new trends and demand as one of the important content. 26-28 August 2011, China International Institute of Synthetic Leather Fair 2011 (CSLF2011) in Wenzhou International Convention and Exhibition Center was held. Then, from domestic synthetic leather production base and distribution center of nearly 200 industrial enterprises and synthetic leather upper chain as such will bring together chemical enterprises in Wenzhou, a common display of innovative products and environmentally friendly products.
Line exchange platform for market cutting-edge information
In 2011, China synthetic leather, great changes occurred in the market, buyers of synthetic leather products, price, color, fabric materials have different needs, which requires synthetic leather manufacturers to communicate with customers to increase the frequency. "In this case, to participate in CSLF2011, between exhibitors and buyers face to face communication is extremely important, exhibitors can better understand and meet our customers' ideas and needs, and show buyers you can reach more New products, new materials, to collect more market and product information. "CSLF2011 project manager Mr. Lin said that with the market prices of raw materials, synthetic leather industry, the state policy requirements, the Chinese enterprises to make good use of synthetic leather exhibition, By participating in the exhibition to demonstrate the strength of business and product innovation, and the depth of communication with customers, expand market access opportunities. CSLF2011 for exhibitors and visitors to build a platform for the exchange of market experience, allowing customers to Watch groups in the region, face exchanges, enhance the market power of pre-judgment.
Concurrent events, expansion of the industry perspective
It is reported that, CSLF2011 during the exhibition will be held "China Synthetic Leather Summit 2011", the summit by the China Plastics Processing Industry Association, will bring together business leaders, Chinese synthetic leather, synthetic leather well-known Chinese enterprises and the well-known economists, local synthetic leather business (Association) on behalf of the other as well as upstream and downstream industries such as synthetic leather luggage industry, the automotive industry celebrities, the synthetic leather industry hot issues at this stage and focus, synthetic leather industry, capital investment, financing, and synthetic leather with upstream and downstream industry cooperation and development issues in depth, and interaction. At the same time, by the National Plastics Standardization Technical Committee organized by China Association leather synthetic leather, plastic special committee to undertake "anti-bacterial polyurethane synthetic leather and polyurethane resin sole national industry standard of review" will be August 25 was held in Wenzhou. In addition, the exhibition will be held during the interaction of other exciting activities are rich and the majority of supporting exhibitors and visitors of the Wenzhou trip, such as: 2011 business-friendly synthetic leather industry chain (the Association) will be seminars, Wenzhou Synthetic Leather Association, "reform" tone quality synthetic leather shopping guide zone, overseas buyers, "China Synthetic Leather Capital" line and other activities.
2011 China International Exhibition by the synthetic leather industry authority - China Plastics Processing Industry Association, China Plastic Association Professional Committee of synthetic leather, artificial leather, synthetic leather Wenzhou Chamber of Commerce, co-host Dana Exhibition Group, to build China's best synthetic leather industry of business and communication platform to serve the whole industry chain and related synthetic leather enterprise applications.

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Shoes 90 years as the Chinese Double Star glory glory

September 9, 2011, Qingdao Double Star Group in the "Double Star and cultural city" ribbon-cutting ceremony held in the city binary culture, and foreign correspondent Double Star Group, a press conference, "the 90th anniversary of binary stars brilliant," Celebration and other activities.
    Ninth, Tenth NPC Standing Committee Vice Chairman Xu attended the celebration and addressed the General Assembly, Tenth National People's Congress Gu, vice chairman of the Standing Committee of Shandong Provincial Party Committee, Party Secretary of Qingdao Double Star Cultural City Lie to cut the ribbon.
    Xu Jialu celebrate the 90th anniversary of the binary address the Assembly, said that after 90 years of wind and rain binary rough, always winning glory for the Chinese people, for the nation live up to expectations! In my opinion 'binary' meaning of these two stars: one star is the binary miraculously brilliant 90-year history, is a microcosm of the history of Chinese national industry; the other stars is a binary culture, that China's outstanding traditional culture Socialist culture of innovation combined with the modern culture of the star.
    Double Star Group Wang Hai, president of the General Assembly in a speech celebrating the reform and opening up, binary always adhere to the "feeling the stones", and constantly exploring the way forward, a state-owned enterprise reform, "the market pioneer." In the new historical period, the Double Star will continue to seize opportunities, be creative and forge ahead to achieve the "tree hundred brand, built a hundred years old," the goal, another binary brand new glory.
    90 years, the complex social system in China changes, the difficulties in the development of China's national economy, the binary semi-feudal society has experienced the vicissitudes of years, has experienced 30 years of planned economy and the Cultural Revolution of the ups and downs, through the reform and opening up The twists and turns and great change.
    Binary inherited the traditional Chinese Confucianism, Taoism and Buddhism culture, "good deeds" of the essence, and adhere to Marxism-Leninism, Mao Zedong Thought, Deng Xiaoping Theory "realistic" core, the first great Buddhist culture and traditional for modern business management which caused the academic world and the Buddha's attention and sympathy; the first to suggest personality, humanity, spirit of the "nature" philosophy; the first one to raise the conflict theory of market economy, market economy and specifically the red, the market economy, filial piety, loyalty, meaning, a new era of market economy, the "Three People's Principles"; the first out of the "shoe Road, driveway, Enterprise Road, humanity" that China's market economy binaries of people success. Binary to create a new philosophy of management known as the great business of guiding significance to China's "philosophy of business development with Chinese characteristics" is "People's Daily" evaluation "China's market economy Bolshevik thinkers."
    30 years, the binary were found the best combination of political and economic point - a brand name, proposed a "national spirit, to create a national brand, revitalize national industry," determined to create China's own brands in the world, hit the market economy "binary culture," "Double Star new spirit."