Shoe Clothing Brand New Engine Innovation Occupy Strategic New Height

From the perspective of the development track of the world economic power, innovation has become a new engine of economic development, and the innovation of brand marketing mode will show the trend of cross trend of integration, cross-border, art and taste.

Recently, a number of industry experts have been invited to discuss how to do well in brand marketing and innovation.

Discover brand potential

Chen Youjian, a famous designer in Hongkong, believes that the process of building a brand is the process of finding the internal strength of the brand.

"Each product is the same, each has its own potential. Different positioning has different angles. It must have its own selling point."

He said that if we can find out and find out its own DNA, refining it will become a powerful function. This is a way to express brand behavior.

He said, a product is also like a person, though it can not speak, but through packaging and propaganda, it becomes a "human" appearance.

With the development of this product, it needs to become more stereoscopic, so it wants to study its DNA deeply.

"Of course, we should not use excessive packaging to deceive customers. Sometimes products are packaged too much, and the products are not packaged. This is wrong."

He thought

Nowadays, when fashion industry begins to realize the value of design innovation, it often faces difficulties in practice.

Design, culture, art, function, responsibility, culture, style, technology, materials...

Chinese

Personality is competitiveness

Dagono, a famous marketing personage, thinks that when the product tends to be homogeneous, the personality is

He believes that the establishment of brand personality needs to create a distinctive brand image.

The shaping of personality can start with product, service characteristics, packaging, visual style, price, advertising style, brand spokesperson, brand history, brand native place and so on.

If a bank is set up by a friendly smile, quick and orderly service, as well as a chair for customers to rest, and a cartoon product, it will also give customers a personal impression while helping customers.

"Brand personality is from inside to outside, just like a person's personality is a kind of unusual information conveyed by this person, and the brand image is from outside and inside, and is a consumer's evaluation of a brand, such as good brand service."

For example, Rolex has created an innovative personality through the continuous innovation characteristics of products and services. In shoes and clothing industry, LEVI 'S and CK have two distinct personalities, the former's personality is strong, durable and strong, and the latter is sexy.

Dagono said that at present, enterprises in Southern Fujian are showing more homogenization of products and homogenization of marketing modes.

"Brand is not a trademark of enterprise registration, or the enterprise can do some promotion, but it exists in the minds of consumers."

He said, "the biggest difference between products and brands is that products can only be included in tangible assets of enterprises, while brands are intangible assets of enterprises."

Seize regional strategic highs

Chinese footwear marketing experts believe that when a brand enters a province, there must be a strategic high point and a high profit point. The strategic high point is not necessarily a flagship store, it is not necessarily a provincial capital, nor is it a professional market location.

Because the clothing industry belongs to the fashion industry, the strategic height should be selected in the most economically developed areas, and the layout should extend from the economically developed areas to the economically underdeveloped areas, extending from the coast to the mainland.

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If we want to develop the Hunan market, we must first seize the strategic height of Hunan, Changsha. However, some enterprises may habitually choose Zhuzhou, which brings convenience to logistics because of the convenience of pportation, so that Zhuzhou has a professional market.

"Nowadays, many brand strategy points are in the urban commercial streets in the economically developed areas, resulting in the annual rent increase. Franchisees, general agents and manufacturers can not make money."

Experts say, "however, the strategic high point can no longer calculate the rent according to the formula of retail sales, but it should be calculated from a strategic height.

Even if we do not make money, the strategic height is also inevitable.

It can be profitable or even run at a loss, but its strategic importance is very important.

Brand positioning is different. The corresponding strategic highs of operators will also change. The choice of strategic highs should start from the present situation of the shoes and clothing enterprises and the current situation of their competitors.