How To Extract Brand Differences In Chinese Shoes And Clothing Enterprises

In recent years,

The brand marketing channel of shoes and clothing has been expanding continuously. With the popularization of major sports events, movie stars and other marketing techniques, the sales record has been constantly updated and the geometric growth has been realized.

Behind the expansion, the phenomenon of product homogenization is becoming more and more serious.

Now, Zheng Guozhang, general manager of the domestic business department of Baofeng Fashion International Holdings Limited, Eileen Chang, deputy director of the human resources center of Limited by Share Ltd, Fujian, and Yang Fei, director of marketing and management consulting group, are discussing together.

Viewpoint 1: establishing core brand culture

Zheng Guozhang pointed out that to avoid homogenization competition, first of all, we must work hard to establish the core value of the brand.

"Excellent brand culture can root the hearts of consumers, bring emotional value to brands, and promote healthy interaction between brands and consumers."

He said, "Baofeng in the past few years, through the NBA tournament, France fashion TV and other international famous brand cooperation, and constantly enhance and enhance their brand value."

"Different brands are fighting for the offensive and want to be branded on the minds of different categories of consumers."

Yang Fei believes that when facing the homogenization environment of shoes and clothing products, only concentrating resources in a certain category of consumers, matching their brands with their consumption needs, it is possible for their brands to occupy the consumers' mind resources in such a noisy market environment, so that they can really survive.

View two: occupy a niche market.

Eileen Chang believes that the market is expanding rapidly in this constant subdivision.

Aiming at the constantly differentiated consumer demand,

The implementation of multi brand management can achieve an effective "occupation" of consumer demand.

She said that the division of consumer demand is a manifestation of the maturity of consumers. At the same time, it is also a fierce competition in the footwear industry. In order to find more selling points and excavate a larger blue ocean, shoes and clothing enterprises have to abstract differences in many brands and concepts, and try to make this difference deeply imprinted in the minds of consumers.

Yang Fei said: "on the one hand, adult sports shoes and clothing will be more subdivided and more professional.

For example, sports shoes, used to be a pair of shoes all over the world, but with the improvement of the income level, sports shoes will become more and more professional. Running will wear running shoes, mountaineering on hiking shoes, tennis playing tennis shoes.

This is an opportunity for all sports brands.

The two or three line brand can be developed through such precise positioning, and a well-known brand can launch the derivative brand.

Point three: Innovation on the basis of imitation.

"Besides, the local sports brand should do more internal work at the moment.

First of all, we need to increase product design and research and development.

First of all, let consumers feel that products are good looking and distinguish from other brands, so that they can break through in many brands.

According to the data, customers' attention to consumer sports brand is not the price, but the function and design of the product.

"For sports brand, in the case of the overall competition difference between the industry and enterprise group is not very prominent, we need to fight not only the brand communication, but also the strength of the product, increase the R & D investment, especially the sports brand can try the functional serialization products, aim at the different sports, take the function as the core to carry out the corresponding series of product development, so that consumers can choose the corresponding sports products in different sports.

Yang Fei said.

He suggested that there should be a heart of change in the heart, a brave heart, to dare to do differently, to have innovation, imitation can be imitated, for example, in the supply chain management, cost control and product research and development can be imitated, but in the overall marketing and brand building, we should find our own way of innovation.