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.
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.
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