China's shoe enterprise marketing usher in the peak of development

With the vigorous development of the market economy, corporate marketing has ushered in a new peak of development. After several baptisms of the market, some forward-thinking companies have emerged in the marketing battlefield of various industries. It is true that these companies have a certain degree of reference in marketing and brand power. Even some companies are far ahead of foreign companies in marketing operations. The root of its success, there is a key factor behind that is positioning. A brand development position that is advancing with the times. They are rooted in the accumulation of the most terminal information in the market, and have built a so-called market positioning model that leads the market at the forefront of the market. This has also won the consensus of people from all walks of life on the market. Pursuit and emulation. From the perspective of the overall marketing pattern, this kind of marketing orientation is mainly reflected in both its product positioning and market positioning.

However, for the deep exploration of the two aspects of positioning, the current domestic market can still be skilled in the use of enterprises are still very few. Of course, the lack of branding and marketing strategy positioning, often leads to the entire company's market operations. Therefore, (China Shoe Net) companies can only fully achieve accurate market orientation through product positioning and positioning before they can stand out in the fiercely competitive market game, thus promoting a new round of upgrading their own corporate brand assets. Especially under the increasingly fierce convergence of the Chinese market with the international market, the challenges faced by companies have inevitably entered the white-hot culmination. Especially for the Chinese footwear industry, which is at the bottom of the industry chain, many provinces and cities in China are still facing a severe test of transformation and upgrading. At this time, the positioning of shoe companies is even more important. So how should the shoe company carry out the corresponding positioning operation, this is undoubtedly a problem that has become a pressing problem that many shoe companies urgently need to solve.

Product Positioning From the perspective of product positioning, due to the continuous innovation of the cultural background of the times and even the brand economy, consumer demand for product individuation and fashion also presents a diversified trend. After all, nowadays footwear products are not only limited to the needs of the function, but are often a concentrated expression of personal taste. In this context of consumerism, the previous positioning strategies that rely solely on the benefits of the product will inevitably face radically different subversion. However, one thing that is worthy of recognition is that targeting the target consumer group is still the truth of market product marketing. Of course, on this basis, enterprises must also provide the most value-added products to the general consumers in a marketable manner according to their actual research and development capabilities for enterprise development. For example, China Mobile has bought out Kappa’s brand ownership and permanent management rights in Mainland China and Macau since 2006, and is fully committed to repositioning Kappa’s development to extract a new image of “appearance, sports, and taste” Kappa products. And in order to be listed in Hong Kong, which also created a history of domestic sports shoes on Kappa brand positioning legend.

Market Positioning From the market positioning point of view, the current footwear market has generally entered the era of consumer segmentation, which is undoubtedly a great opportunity for many shoe companies to reposition. Just as current Anta, Xtep, Li Ning and other large sports shoe companies have all carried out a new round of refined positioning marketing for their own business development market channels, especially for those stores where the concentration of consumer groups is more comprehensive In the reform, some enterprises even regard townships, communities, etc. as the first choice for the development of their own corporate market channels, and focus on the positioning and construction of community stores and discount stores. At the same time, some small and medium-sized shoe enterprises in China (Shoes Network) are fully digging through precise market acumen and effectively identifying different market gaps with competitors according to the actual situation of their own enterprise development. Lock in the main consumer customer base and achieve high brand sales. In addition, companies must also have a more specific positioning and implementation plan for the market's advertising and terminal optimization experience. Especially in advertising, the "Celebrity Endorsement + Advertising" model has always been regarded as a standard. In view of this, it also requires companies to focus on selecting TV stations, newspapers, magazines, websites and other media for effective promotion.

Indeed, looking at the entire footwear market, the homogenization of brand marketing is increasingly serious. Enterprises must have a full range of brand marketing positioning in order to obtain a share of the competition in the market of many brands. It is necessary to ensure that corporate products meet the needs of consumers, but also fully implement marketing strategies for their own business development, so as to promote the company to achieve new upgrades, and to the higher end of the development.