How To Realize Brand Marketing And The Marketing Way Of Leather Shoes In China

Leather shoes, a shoe with Chinese traditional culture.

China's leather shoes market is developing at an unprecedented speed.

Wenzhou, as the domestic shoe production base, brings together many leather shoes enterprises.

AOKANG, red dragonfly, and Er Kang are most famous.

For the rapidly changing market, leather shoes are still in the stage of rapid development, which has potential for many domestic leather shoes enterprises.

Of course, the domestic leather shoes enterprises are numerous, the operation way is various, for Chinese type enterprise coming and coming, is also a very risky challenge domain, a little carelessness may disappear.

The traditional way of business promotion is not necessarily suitable for all leather shoes enterprises. Therefore, how to spread international marketing for domestic leather shoes enterprises is the most troublesome problem for all shoe enterprises.

The author suggests that leather shoes enterprises can achieve brand marketing through three aspects:

Determining brand positioning

If an enterprise wants to walk steadily, it must have a clear product positioning. If the shoe industry in Wenzhou continues to walk the way of chicken eggs, it will never be able to walk out of its own brand.

Leather shoes as a product, there are tens of thousands of brands, why is it only a few people are familiar with it? This is the need for enterprises to determine a market position for the product, that is, give the product certain characteristics, establish a certain image, to meet consumers' needs and preferences.

For example, it is just like the teacher's Ipad. If the brand is not Ipad, then it becomes Ipc. Then people generally think that Ipc must be a copycat product. This is the market image of the product, because the products, such as the price, quality, characteristics, use, appearance and structure of the tablet produced by Apple Corp, are all created by the Apple Corp themselves. No matter how the other companies are copying, they will never let people remember the brand of Ipc, but only remember the brand of Ipad.

Therefore, the market image of the product is the most important.

Then how does the brand image be reflected? Then we need to do a good job in product market positioning. There are many ways to locate the international product market, such as location, location, location and use. For example, my location is AOKANG leather shoes in Wenzhou, so my international product image is Wenzhou AOKANG.

Therefore, if an enterprise wants to walk steadily, it must clarify the product positioning.

Formulating strategies for international market competition

This is the urgent requirement of the new situation for the enterprise's competitive strategy, because the trend of the international market is always changing, and we should always master the changes in the international market.

Since China joined the WTO, every enterprise has entered the international market from a domestic market, and the market has expanded. So the competition has become intense. If the capital of the enterprise is relatively stable, then it can create the international market alone, but it will not last long. This requires a good helper. Then, we should join forces with other enterprises in the world, which will help the long-term development of enterprises and learn more advanced management methods.

On the afternoon of December 15th this year, the third China footwear chain summit held in Wenzhou, the organization formally joined hands with AOKANG shoe industry to form the first China footwear cooperation alliance.

This means that the Kanglong and red bird brands of AOKANG shoes are expected to add nearly 1000 terminal sales networks in the coming year.

This shows that the establishment of domestic cooperation mechanism not only meets the needs of domestic sales, but also can cope with risks arising from external exports.

The fourth step is brand promotion.

If an enterprise does not have its own brand, the product of this enterprise and enterprise will not be recognized by consumers, nor will it survive for a long time.

In the first two years, some shoe companies have chosen to advertise on TV media, which is not suitable for all enterprises, and investment is directly proportional to production.

In addition, in the construction of terminal image, many enterprises have launched a series of new images, such as exhibits and shop signs in the flagship store and strategic store, improving the brand grades of leather shoes on hardware and software, in order to win consumers' respect and recognition of their brands.

In addition, regional operators, such as offices, direct branches or agents, must rely on the brand resources of the company, standardize the terminal image, cultivate the market, make top-notch services, and win the brand image on the new starting line.

Leather shoes, as traditional shoes in China, hide huge business opportunities and make many businesses drooling.

But at this stage, the competition in the shoe market is far more intense than people think. Enterprises should choose the right way of operation, strengthen personnel management, do a good job in sales promotion, and make the shoe industry with low threshold to make extraordinary details management, which is also a skill.