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How To Enhance The Brand Value Of Shoe Industry In The Electronic Age?

2013/5/22 15:10:00 65

nearly two years less than a href= "//www.sjfzxm.com/news/index_x.asp" > shoes and clothing < /a > the development bottleneck of the industry, so that more and more local shoe and clothing enterprises have to take the brand building in the most important position at the moment. If they want to really develop for a long time, how to improve brand value from brand planning to marketing has become the key point of competition.

the effect of traditional marketing methods is decreasing day by day

from the competition of initial products to the appearance of advertisements, the shoes and garment enterprises mainly made up of domestic sports brands such as Anta, XTEP and so on are developed by traditional marketing methods.

In particular, the initial footwear and clothing agency mechanism.

Unlike the new shoe brands that are beloved by successful entrepreneurs and political leaders, brand values are not comparable to other businesses.

in the initial process of enterprise expansion, shoes and clothing enterprises will shift from profit to market through the communication of target customers and agents, and put the promotion of products in an important position.

From this point of view, the traditional enterprises based on Sun Da mainly adopt the traditional department store channel and chain operation mode in the initial brand promotion.

but with the rise of the Internet, the role of traditional brand promotion methods is becoming more and more obvious.

Especially the rapid development of B2C and B2B, people buy running shoes, leather shoes and so on will buy through the network channel, save time and save trouble.

Faced with such a situation, the traditional offline channels need strong self advantages, and we must emphasize creativity in the way of sales promotion, so as to meet the changing demand of modern consumers.

According to the relevant data, the sales volume of the official website of the expensive bird has occupied a large share of the sales volume of the company, and the data has been continuously improving.

The chain operation under P is the most commonly adopted business strategy, but there is a lot of money in manpower and material resources.

Haoutai, a well known outdoor brand in foreign countries, has a large market in foreign countries. But if we want to open the Chinese market, it will take a long time to pave the way for business.

explore new way of marketing /p >

in the face of the sinking of the offline channels, shoes and clothing enterprises will not sit idly by.

In order to enhance brand value and market profits, many shoe and clothing enterprises began to explore new marketing methods.

1, e-commerce mode

the rise of e-commerce has a great impact on the sales channels of traditional shoes and clothing.

The sales of Staccato brand that seize the opportunity to develop e-commerce will increase greatly in the promotion of major festivals.

As a consumer oriented group, once the discount promotion, brand promotion can often get a very clear effect.

In last year's double eleven promotion, interest as Tmall's main venue of the important "a href=" http://pop.sjfzxm.com/popimg/xm/index.aspx "women shoes brand" /a ", in the sales of that day achieved very large sales.

but insiders pointed out that if online sales are not mature enough, the blind joining of the electricity supplier may have a serious impact on offline sales.

For the Red Dragonfly brand, which occupies the first tier in the leather industry, the consumer group of the brand in the high-end consumer group, if the price of the online product is too much difference from the line, it will lead to the sinking of the offline channel and affect the popularity of the whole brand.

In the competition with front-line brands, the electricity supplier can not be used as a "sewer" to digest inventory.

We must recognize the target population that we are targeting.

Take Daphne as an example, targeting young women in the age group from 20 to 30 years old, targeted at brand promotion, and improving brand image in this age group.

2, through exhibition form

the definition of the exhibition is to make the biggest business with the least cost in the shortest time and in the shortest space.

Therefore, many shoe exhibitions have become one of the key measures to enhance brand awareness and order quantity.

Voight got acquainted with more buyers from all over the world by attending the shoe fair in Jinjiang.

Many exhibitions will also invite as many international brands such as Alex to participate in the exhibition so as to enhance the height of the exhibition.

two or three line brands should pay special attention to price gradient when competing with first-line brands.

China's two or three line canvas shoes business is many, and its popularity is far less than CONVERSE's international brand, so in strategy, these brands are mainly through the rich product line.

create core competitiveness /p >

many brands launched the new product line in 2013 as a "strategic defensive line" product just to meet the diversified needs of the market.

For example, XTEP, Anta, Lining and other sports brand enterprises incorporate football shoes, which are highly professional and targeted products of consumer groups, into the development system and improve the competitiveness of products in science and technology.

The BGG brand, which is dominated by women's boots for a long time, began to adjust the distribution structure of enterprise resources in the value chain, abandon the links with little potential for value-added, and concentrate resources to build up its core competitiveness.

While improving production capacity and scale operation, more a href= "http://xm.sjfzxm.com/" > shoes and clothing enterprises < /a > focus on the building of strong brands and constantly upgrade brands.