How To Establish The Brand Position Of Products In The Eyes Of Consumers In Private Enterprises

The financial crisis in 2008 brought private shoe enterprises to the end of 2009, and 2010 will be an extraordinary year for private shoe companies.

Up to now, many private shoe enterprises have been beating drums and drums in order to achieve the blueprint of enterprises. In the past, traditional marketing methods have gradually declined, and the pformation and upgrading of shoes enterprises are becoming clearer.

At the same time, a series of preferential policies issued by the government have increased the support for private shoe enterprises, and private shoe enterprises are ready to go.

However, some of the quick success and instant fame, the reputation of the peer tired, private shoe enterprises have become the target of public criticism.

Many brands of Quanzhou's third line sports have started with Anta at the same time, but nowadays they can not be mentioned in the same breath, but most of the bosses behind them are "grudges".

As a result, these brands are struggling to squeeze in the terminal market, either for survival or for dignity.

But the business world is very cruel. The limited investment and strategy are in the fierce and crowded terminal sports goods market. The result of their efforts is that the brand power is not going to go up, the market is not recognized, and the dealers are not buying it.

Obviously, the development of an enterprise depends on its unceasing and enterprising attitude. Eventually, it will become a history or become a driving force for development.

In the critical period of market pformation, the shoes enterprises with distinctive characteristics are going to have a steady pace and develop rapidly. We must return to the essence of the shoe making industry, set up the brand position of the products in the minds of consumers, and seek long-term development.

The success of the case depends on differentiation. It is rooted in the fact that differentiation can help enterprises memorize a brand in the minds of consumers. The core lies in the distinctive brand positioning and image that are different from others.

Following the rise of Anta, XTEP and del Hui of the same city relied on the fashion and entertainment route different from professional sports orientation, and quickly stood in the Chinese market, especially XTEP. From 2005 to 2007, KAPPA brand also made great progress by making use of the fashionable line to distinguish the world's leading Nike and ADI's professional sports positioning.

For private shoe enterprises, we can learn from successful shoe companies' strategic decisions.

The author thinks that through the following means to vigorously build or rewrite the situation.

First, we must actively create our own brand, increase the added value of products, meet the needs of different markets, set up the image and brand credibility with excellent quality, lead the progress of enterprises with technological innovation, and get rid of the means of taking advantage of price advantage as the main means to occupy the market, so as to enhance the competitive ability and market position.

Second, increase the intensity of terminal store construction.

Facade is the best window for enterprises to publicize products and display brand image, and private shoe enterprises should put forward requirements for terminal construction from aspects of brand style, display area and image standardization.

Thirdly, the meticulous service concept and reasonable price have become a benchmark for consumers to affirm footwear enterprises. The introduction of advanced shoemaking equipment and the continuous introduction of highly skilled talents are also gradually expanding their own strength, narrowing the gap between supply and demand in the market, so as to ensure adequate supply of goods to meet the needs of final suppliers.

In addition to constantly strengthening their own strength, the private shoe enterprises should also enhance their ability to resist external risks. The shoe enterprises should fully understand and grasp the market rules, and believe that under the guidance of a professional, sophisticated and comprehensive strategic plan, shoe enterprises will make unremitting efforts to enhance their internal capabilities and resist external risks and occupy a strong competitive position in the market.