subject: Brand strategy to expand the international market [print this page] Brand strategy to expand the international market
EU anti-dumping Nike Air Max 2009 shoes in China, amid an outcry in the country, the lack of self-examination of the views. Interests will always be two-way, and only win-win situation, in order to maintain normal trade balance. Chinese footwear enterprises to actively fight for their interests, should go beyond the level of product competition, from the perspective of multi-brand strategy development, some enterprises in China.
Frankly, the wave of EU anti-dumping occurred and Spain and China Shoes City burned the incident with the Chinese footwear enterprises lack the brand strategy, and the export price is too low a great relationship. From the perspective of the EU, China to compete for small business market at bargain with each other, the weight of the low price, this is not the best and long-term development of the move. Chinese footwear enterprises to do now is simply product marketing, unlike the Chinese home appliance, IT companies, through the brand building, a brand overseas influence to promote the sustainable development of enterprises, is typically driven by the market to buy low-priced products, while not guide the market demand for product distribution. Homogenization of the Chinese Nike Air Max 90 footwear export enterprises serious convergence of industrial structure, a single product line, the lack of product innovation, we all compete in a single-plank bridge. Only companies with the market the concept of law, full implementation of brand strategy from top to bottom, take the road to winning brand in order to get rid of "fear of anti-dumping syndrome", and strengthen the viability of the brand, and truly grasp the hand of the market.
