Shoe Enterprises "Break The Cocoon" &Nbsp; Pform Marketing Thinking

Shoes, from ancient times, have been interpreted as endless shoes and shoes.

　　不管是营销人、鞋企老板还是一线鞋商，在你跑进各类书城买了很多的营销书藉，或者在各种场合听了各种各样的演讲与培训，听了游走企业间的职业经理人的所谓“营销经”，当时你看了听了很有共鸣，有相听相见恨晚的感觉，不是说那些“培训”和“营销经”没有专业功力，但冰冻三尺，非一日之寒，植入模式和成功理论需要一个较长时间，引进大量的人才来执行，并通过持续的管理实践来培植，才能在企业的运作中见效，你是需要一年就要有利润可见，而那些所谓的老师们的良言却是让你三年五年以后做大做强的，因此到头来，书籍、讲师和职业经理人所论述的许多方法也许还是离你很远，所以你仍然找不到鞋业营销最好、最简单、最易操作的方法，仍然在同质化的竞争中一头雾水，甚至最终的市场利润还是被残酷的竞争盘夺得体无完肤。

Ours

Lining's "embarrassment" thought

The "embarrassing" word on the Internet appears on Lining's shoes, which makes the shoes out of stock frequently and is warmly sought by netizens.

Compared with Adidas and Nike, Lining's recognition in the two or three tier cities is obviously higher than that in the first tier cities. However, these 300 yuan up and down shoes are abnormal, and the sales volume in the first tier cities is obviously higher than that in the second tier cities.

Most buyers are so-called

This should be regarded as a subversion of Lining's public impression.

Young people who are accustomed to sports brands abroad think that Lining is an "old" brand.

Now, Lining is proving to the public with a series of products that it is trying to move closer to the fashion brand that young people like.

From a general point of view, what is popular is what has universal needs, that is, what has market.

Enterprises that take the lead in grasping this trend often seize business opportunities.

As a matter of fact, the reaction speed of Li Ningjiong's shoes is comparable to that of ZARA.

Advertising marketing of "common people"

When sports star + CCTV advertising's Chinese sports brand standard action encountered aesthetic fatigue, a series of people's humorous advertisements quietly ignited the curiosity of consumers - retired old men beat table tennis players, and pure and beautiful girls beat tennis divas.

When these seemingly impossible things happen, the brand manifesto of the "bird of happiness" and "who is afraid of it?"

Let the ordinary people replace the sports stars to become the advertising protagonists. This bold mode is rarely seen in the competitive sports brand.

However, when the "bird of happiness" banner is honored, many people in the industry applauded it.

"In sports star resources, brand awareness, professional R & D team, high-tech innovation and other major indicators, Nike, Adidas, Lining and other giants have obvious advantages.

Facing competition is hard to win, and changing direction is the first, "Li Jubin, a senior sports communication expert, said." KAPPA has made sport fashionable and has become a classic work of repositioning differentiated brands.

But the pleasure sports that the birds emphasize, it is very clever to grasp the essence of the movement - whether it can experience happiness and relaxation in sports, is more resonable than whether the action is standard or whether the technology is outstanding.

Editor's note: there is no international shoe brand in the world that monopolizes the industry. Whether it is Wenzhou shoes (Fujian shoes, Guangdong shoes, Chengyu shoes, etc.), or Chinese shoes or world shoes, the ultimate shoe enterprises should compete with the domestic brands with the strength of the brand and compete with the international brands, and gradually enhance the management level to form a first-class brand culture. BELLE's listing has broken the marketing dream of some Wenzhou footwear enterprises to homogenize the competition. Some of the Wenzhou shoe companies with relatively advanced thinking and foresight have been waiting to go on the market, with a view to enhancing the short board of brand promotion by capital operation.