Small And Medium Shoe Enterprises In Wenzhou: How Far Can Branding Go?

< p > as we all know, Wenzhou is known as the "a href=" //www.sjfzxm.com/news/index_x.asp "shoe industry < /a" production base in China. The famous shoes capital has many famous brands, such as AOKANG, red dragonfly, Kangnai, and so on. These brands have been firmly in the two or three tier market in recent years, and some have achieved good results in the primary market. In Wenzhou, where shoe factories are so numerous, creating brand names and building strong brands are the topics and urgent needs of these shoemaking enterprises. < /p >
< p > since 2000, the shoe market of almost all counties, towns and even prefecture level cities in China has been occupied by Wenzhou brand. Famous trademarks, genuine leather signs, famous brands in China, well-known trademarks in China, national inspection free products, Chinese genuine leather shoes and so on, all the honors are basically collected by Wenzhou shoe enterprises. This is separate from the management and operation of professional managers introduced by Wenzhou shoe companies in recent years. Various media have also publicized the achievements of the brand building of Wenzhou enterprises. From the government to the enterprises to the local people, there is a strong desire to create brand names. There is a market for brands and sales. Enterprises have already felt the strength of the brand. In this place where everything will follow suit, the establishment of brand is no exception. Some small and medium-sized shoe companies rush to take the road of brand. In a short while, Wenzhou has become a brand name shoe capital. < /p >
< p > however, enterprises ignore their various imperfect factors. Such as production capacity, < a href= "//www.sjfzxm.com/news/index_x.asp" > development < /a >, market access, terminal image, team management concept, quality, service, talent allocation, shortage of funds and so on. One after another began to parrot and imitate the business models of international brands such as Nike and Adidas. Women's shoes are processed in Guangzhou, Chengdu and other places. Casual shoes are processed in Shishi, Guangzhou and other places. Gentlemen's shoes are produced and processed from other local shoe factories in Wenzhou. Thus, a hollow brand is put into the market to sell, and even to open a store. Because Wenzhou two or three line brand enterprise basically adopts this kind of management pattern, causes the wholesale market the different brand the same product to be everywhere. < /p >
"P" product homogenization is extremely serious, the price war is triggered. Because the image of terminal < a href= "//www.sjfzxm.com/news/index_x.asp" > retailer < /a > is not in place, product homogenization is serious, business ideas are relatively backward, business mode is relatively simple, and marketing execution is not in place, resulting in two or three line brand terminal sales fatigue. < /p >
< p > some brands are short of market sales. They begin to do short term advertisements in CCTV, provincial satellite TV and other TV media. This kind of delivery is like Dragonfly water. Advertising cost and output are out of proportion. Other brands began to create retail stores and standardized stores. Manufacturers and agents are desperately trying to make a counter image, door image and outdoor advertisement. However, the lack of overall strength opened up a store not long before it became a miscellaneous shop. Due to the weakness of terminal sales, inventory backlog is serious and capital pressure is heavy. In the end, retailers are short of agents, manufacturers, bad debts and bad debts. The profitability of these two or three line brands is generally low, or even some losses. Brand survival is at stake. < /p >
< p > especially worth mentioning is: Nike, Adidas, their "a href=" //www.sjfzxm.com/news/index_x.asp "R & D" /a "is in their own hands, professional large manufacturers for their brand processing, quality checks are very strict, if detected in the detection of defective products will not enter the market, but with a knife to cut off a few shoes, and few domestic shoe enterprises can do this. < /p >