Shoe Industry Is Becoming Mature And Striving To Create World Famous Brand.

The shoe Fair has become a brand exhibition of China's footwear industry, attracting more and more attention from domestic and international well-known shoe enterprises. The ten Shoe Fair is a testimony of Jinjiang's footwear industry from grassroots to elite. It is also a fighting course for Jinjiang footwear industry from OEM processing to brand maturity. Brand marketing tends to be rational. Over 20 years ago, the footwear industry in Jinjiang seized the opportunity of international industrial transfer and created a legend of rapid industrial development. Nowadays, the shoe industry has become a "trump card" of Jinjiang series industry card, and has achieved the reputation of "Jinjiang shoes capital" in China. Jinjiang has 105 national brand names, of which 361 are Anta, XTEP, 361 degree, Ali, del Hui, gold lake, Jordan, Meck, Lu You and other state-level brands. A group of products with strong competitiveness and large market share have become the leading brands in the footwear industry. All along, brand is the supporting point for Jinjiang footwear industry to take off and is the sharp weapon for Jinjiang shoe enterprises to win the market. However, the homogenization marketing method of "star + advertising" can no longer meet the development needs of shoe brands. It is in such a market environment that the brand marketing of Jinjiang footwear industry tends to be more rational and diversified. Careful readers can easily find that with the approaching of the Olympic Games, the advertising strategies of many brands of shoes in Jinjiang have changed, from Anta's "I choose, I like" to "never stop", from XTEP's "non ordinary feeling!" Let's make sport different. Though simple changes in advertising words, it expresses the company's more rational understanding of the essence of brand marketing. Turning to the mystery, Ding Zhizhong, chairman of Anta sports board, explained that "I choose, I like" gave a reputation for Anta, but its connotation is rather empty, and there is no thing that resonates with consumers. Around 2005, Anta invited international consultants to identify strategic plans for the next 5 years, including market positioning, core values and development goals. Subsequently, Anta redefined the brand positioning and put forward the slogan "never stop". Its core value is that ordinary people achieve breakthroughs through their efforts, and the two is from success to failure and then to success. So last year, all of Anta's advertisements revolved around the core value of "never stop". In the strategy of brand upgrading, XTEP not only continues the original differentiated brand concept, but also finds a sports brand's sense of movement. "Let sports be different" emphasizes the brand building and understanding in the field of sports, and clearly indicates the brand's market positioning, which directly expresses the brand's appeal and attitude towards sports, "said XTEP manager. Brand innovation is endless. In marketing innovation, the footwear industry in Jinjiang has experienced the evolution from quality brand to network enterprise culture (lifestyle) and from local to international. Nowadays, many leading enterprises sell hundreds of thousands of outlets at home and abroad, and the product franchised stores do not stop at selling goods simply, but are advocating a quality life and spreading a spiritual culture. In December 18th last year, the Jinjiang national sports industry base awarding ceremony was held. The city positioning of China's sports city has created a new carrier for brand upgrading of Jinjiang footwear industry (sports goods), and sports marketing has become popular in Jinjiang footwear industry for a while. Sports, especially high level sports events, are platforms for brand communication. By participating in sports events, corporate brands can get a certain degree of concern and enhance their popularity. Some experts believe that now more and more footwear industry (sporting goods) brand in Jinjiang has begun to try sports marketing, with the help of sports events to better link the spirit of sports with its brand spirit, greatly enriching the connotation of the brand. The ultimate goal of the brand is to create a century old shop. For this reason, Jinjiang is strives to build a hundred years brand and sustainable business cluster of Jinjiang footwear enterprises. Accordingly, enterprises adopt the strategic choice of "bigger, better, stronger, stronger and longer". It is understood that this year, the Jinjiang municipal Party committee and the municipal government will further strengthen the guidance and support efforts, and urge Jinjiang brand to continuously enhance its popularity, reputation and gold content, add value, cultivate domestic industry leader brand and world famous brand, and Jinjiang shoe industry is striding forward toward this brand strategic goal.