The core of the brand's unique shape

The core of the brand's unique shape

The core of the brand's unique shape

China's footwear industry structure is not perfect, the industrial level is not high, enterprises in the international market, the core competitiveness is not strong, especially in product design and commerce is still relatively weak. In response to this reality, especially in the face of financial crisis, the footwear industry from the following four aspects for industrial transformation and upgrading: skills, introduction of advanced production technology and management methods, develop high-end development and design talent, enhance corporate quality production; ensure product quality and safety, business from top to bottom all the staff should have a global sense of responsibility, sense of safety awareness and quality, comprehensively improving product quality and safety of the whole monitoring; expand the international market to address the advantages of footwear product and brand marketing; take the platform to create a platform for high-end product development and international trade platform for increased development of producer services for the development of strong Wholesale Air Max 90 brands and long-term basis; and promote restructuring, focusing on the footwear industry to build resources and create industrial development The new ecosystem.

Footwear is different from the high-tech products, high degree of homogeneity, the function of simply relying on the product itself can no longer move consumers, strengthening consumer experience of the brand experience, brand key to sustainable development. Should refine the brand's personality and spirit, attached and integrated into the brand to create a unique brand appeal, giving the product more emotional value in the product features to consumers while providing a deeper and more sentimental value orientation . Now the Chinese footwear brand building, too superficial, lacking content, competitive brand positioning between the fuzzy, hard to discriminate. Some brands of sports shoes fashion celebrity endorsements, these stars convey fashion, sports, personalized brand appeal, but this is common of similar products, brand image seriously homogeneous, differentiated brand idea has not been shaped and spread out, the brand core values and personal philosophy is not clear, the product market expansion sufficient support. Another example is branding a number of shoes, all are symbolic, external performance, the brand to consumers lack the emotional and spiritual values, can not attract the attention of many consumers. Do in the domestic market like this, let alone expand overseas markets. Like a number of international and domestic brands such as Nike Air Max 2010 Nike "JUST DO IT", Adidas "campaign indefinitely," Li Ning "Anything is possible", are very successful brands build core idea is to sell products important reason for high prices. Therefore, the core concept of branding is a unique brand to the international market is an important magic weapon.

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