subject: Wenzhou Shoe Enterprises Committed To Vigorously Tap The Potential Of The Brand New Innovative [print this page] Red Dragonfly Footwear invest 20 million yuan, only for the development of sports shoes; Joe Cotton suits for the re-Direct channel, spent thousands of yuan of funds; Teng Xu costumes are using 300 million salary, and invited a designer ... ...
In the business bigger and stronger in the process of the three traditional shoes Wenzhou enterprises in different emphases on both put a lot of manpower and material resources.
At the press with three veterans of the dialogue, they occur most frequently a word is "brand innovation." Whether business focus is on product development, channel opening or the design front, the three CEOs are achieving the same direction, all point to the "brand innovation."
"If the brand innovation as a whole, then the product innovation, channel innovation, design innovation and ... ... is composed of the life on the DNA (genetic material that organisms). Each DNA molecule of the organic movement, can drive the overall brand flash, so to achieve higher value-added traditional industries. "Red Dragonfly Group Chairman Qian Jinbo explained.
High added value, is the field of traditional industries the ultimate goal of brand innovation. Red dragonfly in the store, the 20 models of men and women "campaign shoes" prominently displayed on the shelf, its price higher than the 40% ordinary shoes.
For the development of sports shoes, red dragonfly together the world's top sports shoe design company Aisi Kang, the company has done for Nike and Adidas sneakers development. Both by the depth of technical innovation and R & D cooperation, the first of the international forefront of science and technology into traditional Chinese shoes footwear industry.
Exercise shoes, in addition is a response to the 2008 Olympic economy, the money Jinbo also has a deeper consideration. "The domestic leading level of high-tech products, once accepted by the market, it will establish in the minds of consumers a resounding brand image."
Traditional shoes industry in innovative brands, not only from new products, but also innovative attempts on the channel.
"We do not have the limited resources Naqu to advertise, but spent more money, do the terminal image of the channel." Joe Cotton clothing should be Qin Shen, chairman of the view that to do direct sales stores have their irreplaceable advantages, that is, brand can be achieved with the straight line distance from the terminal, bypassing the intermediate layers of distribution links, so that the brand management ideas, marketing concepts directly to the terminal, also will increase profit margins.
Last year, Joe Patton Dynasty Hotel in the urban area of 500 square meters out of the Direct flagship store window display on only to update every two weeks for a change of pace, a new casual brand image stand out. Now, Joe Burton has been in the country with nearly 400 brand stores, these stores also are gradually reorganized into direct sales stores.
Teng Xu clothing, put the design innovation as a specific DNA. "I'm from South Korea to introduce groups of 35 outstanding designers, Armani and even invited us to do the design for the main designer for the fashion brand is to increase gold content." Tang Xu, chairman of Xuyun Xu said clothing.
From the simple to introduce designers to cooperate with the international fashion brand, Teng Xu, clothing, design innovation with the idea of broadening the field of international branding.
Last year in November, Teng Xu, clothing and Italy TRACEA group together, to bring high-end Italian clothing brand Trace China International Fashion Week debut, Greater China, all brand design, management, operation, promotion of corporate responsibility rests Teng Xu, intellectual property rights are owned by Teng Xu, all of the Group. "This cooperation, in essence, lengthen the brand extension line, so that traditional industries can also be made more generous than the return on high-tech industry." Xuyun Xu described the results of brand innovation.
At a seminar, Xu Yunxu raised the question: "traditional shoes and apparel industries, can survive only by small profits?"
If you only do "factory of the world" can only stay here forever.
But to escape from the "world factory", high-profit come from?
Innovation can only come from the brand.
Since the 90's, Wenzhou shoes companies realized that to get out of the shackles of low added value, take the value of high ground, on the need to do their own brands.
So, is not just posted a brand identity in the product enough?
Absolutely not. Kind of brand is dead, because it does not create value.
From the simple understanding of the past out of the brand, now shoes enterprises have satisfied Yu Jinjinyikao advertising, Ren pulse, joined, the output value of traditional Fang Shi Deng, simply do Pinpai on Ru Shen Ying Qin 's "We do not Youxian Resources Naqu to advertise, but spent more money to build brand foundation. "brand foundation and core competitiveness, on the" Brand Innovation "on.
Product innovation, channel innovation, design innovation, the innovative action aimed against the brand strategy, brand inject endless energy. Thus, the brand is a living, to expand its innovative connotation and extension, as if one fertile soil, to fully tap the value of its own brand of high-end.
Sports shoes, the price of 40% higher than ordinary shoes; cutting edge design the brand out of the country door, open up wider world; Direct channel will continue to root out the existing market potential ... ... the most direct high profits, large market, through brand innovation and traditional shoes in the show industry.
This is also just the engineering part of brand innovation, the innovation can do much. For those who trek each case, means a completely new trial, but as long as the walk, there will be a breakthrough of traditional industries.
Wenzhou Shoe Enterprises Committed To Vigorously Tap The Potential Of The Brand New Innovative
