subject: Shoes Brand Building Into The Chain Terminal Standard King Distanced Times - Compressor Housing [print this page] In recent years, with many brand shoes and apparel enterprises in the development of advertising as the main mode of marketing to promote a brand quickly enter the consumer market, the direct means of raising brand awareness. Anta brands such as the rapid rise of the brand shoes and apparel companies to see the "voice + CCTV," the magic. For a time, high-altitude bombing seems to be advertising companies rapidly increase brand awareness, product marketing channels to establish a "snake oil." However, as China's consumers become increasingly mature, more rational consumer market, a single advertising model has been gradually losing consumer appeal, and more and more business questions.
1, "Standard King era," the wave of
High-altitude bombing in advertising to build brand shoes and apparel has played an important role early. Advertising in mass media, the extensive use of media and permeability, through competitive bidding or continuous delivery of the brand in the form of information to educate consumers. Most shoes are franchising enterprises to adopt the marketing chain model, after some bombing, the original unknown private factories, and immediately became a household name "brand name companies," the rapid pace of the terminal joining soared, demand instant high, companies became the industry leader. More enterprises to seize CCTV standard king overnight, the murder of numerous film and layout of the media, the advertising success advertising. The most typical is from since the nineties, Wenzhou, Jinjiang areas such as card-making business off fashion, shoes and apparel industry alone have shaped the good news on birds, Anta, Zhuang Ji, spiders Wang, Metersbonwe , Epsom Downs, Tiger all, seven wolves and a series of brand-name, its brand quick results angered many fellow eager to emulate. Even one time the central five dubbed the "Jinjiang channel."
Must be recognized for improving brand awareness advertising is very effective. But popularity does not mean that reputation and brand loyalty, does not mean profit. To take advantage of name is "Standard King era" of marketing logic, as the buyer's market intensified, product competition has evolved to brand competition, "Standard King era," has become the past tense. For the construction of a brand and create awareness just completed the first phase of branding, there is no Terminal Services system support, the so-called brand-name only a castle in the air.
Second, shoes brands to enter the terminal time
Milton Kotler Marketing Masters World had pointed out that shoe brand in the shoe market of today and the future market, winning, they must meet the internal needs of the consumer: improving the brand's high-value, convenience of purchase, to maintain product freshness and product and price equivalence and so on. How to improve the brand value, stimulating and management of sales terminals, is the shoes and apparel enterprises should focus on the issue.
Point one: the normative
For example McDonald's have a thick 385 of the "McDonald's Handbook" to ensure the chain of effective management and service standards. However, there are a lot of shoes and apparel chain enterprises in China are just the original production, processing enterprises, and some even bigger slowly from small family workshops, and for the brands chain, brand management, data management, cash flow operations, store management and Terminal Services is the lack of a clear concept, resulting in unsatisfactory sales performance of the terminal. In particular brand chain terminal is directly to consumers, show brand platform shoes unique product timeliness, seasonal, style and sense of touch with the customer to zero distance. If the lack of standardized business operation, even if you can be in the form of a simple copy, it is hard to avoid the management and service confusion.
Point 2: Innovative
As Philip Kotler, said: "Why do we suddenly will brand you interested in? That is because we lose innovation. If you have an endless stream of new products, you do not play brand, because the new product itself can create excitement points, build brand. but in the material economy, the competitors are very similar, we went looking for another appeal, as is actually the same thing to create a different spiritual world, creating an illusion, for example, Coca-Cola to you feel energetic, Pepsi makes you feel young, Mercedes-Benz car you think a woman will flock to many of the brand are selling an illusion. people do not have enough creative time, it just interested in the brand. " In other words, enterprises are required to build the brand, because the pattern with the gradual formation of buyer's market, more and more homogeneous product case, innovation of existing products can no longer produce enough differences to stimulate consumer The purchase of desire, only with the uniqueness of the brand will be condensation products refined, strengthened by creating this unique brand, called high-value brand that is here. Chain on the shoes brand, the store image, product display, customer service, and even some minutiae, each creating a new element, may improve store sales. The uniqueness of this brand, the main features from the staff, physical environment, to be reflected in service mode.
Three main points: integration of brand culture
Rapid expansion in the early stages of chain-scale enterprises engaged in encroaching, building brand culture is often overlooked, even if only some vague concept and content, not to mention the terminal's construction and service chain to be reflected, or even terminal sales staff may be less than a clear understanding of the meaning. With the arrival terminal of the times, chain enterprises should focus on nurturing the brand culture, will reflect the cultural expansion of chain expansion. Contrast "ad + endorsement" of the propaganda model, customers experience the brand in stores information How rich and the maturity of corporate brand culture, will be the most effective sales terminals withstand the test.
Points 4: Marketing Staff
Efficient internal personnel management services can overcome the variability. Still to McDonald's, for example, for ordinary employees, McDonald's annual training costs in China, up more than 10 million yuan, including job training and full-time training; of the department heads, 360 degree assessment; on the selection of management succession, a dedicated The "investigation team" monthly assessment. Therefore, there is fighting to establish a marketing team, not only to use enterprise system and the values of nurturing and training of the staff, but also the development of the staff responsible. In this regard, the present, the shoes-house marketing team building and training there is still a long way to go, As through the integrated chain of franchise system sales team training and building, was the more distant.
