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China Shoe Enterprises Positioning Marketing Upgrade Again Bright New Recruit

2011/11/25 15:28:00 13

With the vigorous development of the market economy, enterprise marketing has also ushered in a new development peak.

After several baptism in the market, a number of forward-looking enterprises have emerged in the marketing battlefield of various industries.

It is true that these enterprises have certain reference value in marketing and brand strength, and even some enterprises are marketing.

Management

It is also far ahead of foreign enterprises.

Behind its success, there is a key factor behind it, that is positioning.

A brand development orientation that keeps pace with the times is rooted in the accumulation of information at the end of the market, and by this way, we have created the so-called marketing positioning model leading the market forward, and thus have won the same support and imitation from all walks of life in the market.

From the perspective of the overall marketing pattern, this marketing positioning is mainly reflected in two aspects: product positioning and market positioning.

However, the deep excavation of these two aspects is currently in China.

market

There are still few enterprises that can skillfully use it.

Of course, the loss of brand positioning and marketing strategy tends to lead to the whole operation of the market.

Therefore, only through accurate product positioning and market positioning can enterprises be able to stand out in the fierce competition of the market, thus promoting a new round of upgrading of their brand equity.

Especially in the current situation that China's market is becoming more and more intense with the international market, the challenges faced by enterprises are also unavoidably entering the white hot climax.

Especially for the Chinese footwear industry, which is at the lowest end of the industrial chain, many provinces and cities in China are currently facing severe tests of pformation and upgrading. At this time, the positioning development of shoes enterprises is particularly important.

So how should shoes enterprises carry out the corresponding positioning management? This is understandable and has become an urgent problem for many shoe companies.

product positioning

From the perspective of product positioning, due to the continuous cultural and cultural background and the continuous innovation of brand economy, consumers' personalized and stylish demand for products is also showing a trend of diversification.

After all, footwear products are not only limited to functional requirements, but also a concentrated expression of personal taste.

Under such a consumption background, in the past, positioning strategies that only rely on product benefits to win are bound to face completely different subversion.

But there is one thing to be sure is that the target consumer oriented demand is still the eternal truth of market product marketing.

Of course, on this basis, enterprises must, according to the actual R & D capability of their own enterprises, provide the consumers with high value-added products that are marketable to the greatest extent possible.

For example, China's trend has bought out brand ownership and permanent management rights of Kappa in mainland China and Macao since 2006, and is committed to repositioning the development of Kappa, refining the brand new image of "fashion, sport and taste" and listing it in Hongkong, thus creating a brand positioning legend about Kappa in the history of domestic sports shoes.

market positioning

From the market positioning, the footwear market has generally entered the era of differentiated consumption, which is undoubtedly a great opportunity for many domestic shoe companies to reposition.

Such as Anta, XTEP, Lining and other large sports shoes enterprises have already made a new round of meticulous positioning marketing for their own business development channels, especially for those shops that are concentrated by consumer groups, and even a comprehensive reform has been made. Even some enterprises regard Township and community as the first choice for their own enterprises to expand their market channels, and focus on the location and construction of community stores and discount stores.

At the same time, some small and medium-sized shoe enterprises, based on the actual situation of their own business development, accurately excavate the market blank points with different competitors and accurately identify the major consumer groups and achieve high brand sales.

In addition, enterprises must have a more specific positioning and implementation plan for advertising and terminal optimization.

Especially in advertising, the mode of "celebrity endorsement + advertising" has always been regarded as a standard. In view of this, it is required that enterprises should focus on selecting effective media such as TV stations, newspapers, magazines, websites and so on.

It is true that throughout the footwear market, the homogenization of brand marketing is becoming more and more serious. If enterprises want to get a share in the market competition of many brands, the brand marketing positioning must be carried out in an all-round way.

It is necessary to ensure that the products meet the needs of consumers, and fully implement the marketing strategy of their own business development, so as to promote enterprises to achieve new upgrades and develop towards higher end.