Brand Of Shoe Enterprises Should Be Personalized

In the past 2 years in China Shoes capital Jinjiang, shoe enterprises in the municipal Party committee and the municipal government "to build Jinjiang into a brand capital", continue to carry forward the spirit of love to win, and scramble to squeeze into the domestic market to create brand. According to statistics, up to now, there are more than 70 brands of shoes enterprises in Jinjiang. brand Such as Anta, 361, XTEP, bums, etc., to buy out China's regional management rights of the international brand industry, such as Pierre, Cardan sports shoes, Montagut, playboys, etc. the brand names of registered international sports stars, such as Jordan, Kobe and James, are returned to domestic use abroad, such as Italy kangaroo, French wolf shadow, Valentino and cypress.

As a result of industrial clustering, there is so much in Jinjiang's small county-level city. Shoe enterprises Brand, but in the same style, similar quality and marketing mode, how can the brand be different and how to make consumers choose brand? I believe: the era of brand personality introduced by Jinjiang shoe enterprises has arrived. Because when we regard the brand as a person, she has a unique spiritual temperament and cultural connotation. Her personality is an important distinction between brands and can not be imitated. Just like the famous actor Liuxiaolingtong playing Sun Wukong, Cao Rong, Dicky Cheung and Zhou Xingchi all played Sun Wukong, and tried to imitate in action, but when people mentioned Sun Wukong, they thought of playing the role of "play", that is, the individuality of the actor determines the uniqueness of the characters he represents.

In 04 years, a table of customer loyalty for famous domestic sports brands shows that in the domestic market, the Anta brand of the second group has a brand loyalty of only 12.4%. Why is Anta brand loyalty so low? So let's see Anta's slogan "I choose, I like it". It was spread by 99 years when Anta hired Kong Linghui as spokesperson. At that time, there were few domestic brands in sporting goods, and the psychology of consumers especially worshipped the world champion in sports. So Kong Linghui, the champion of table tennis world, caters to the psychology of consumption when he cries out "I choose, I like". Advertisement Brand, but when choosing a brand, it is actually a kind of individuality to choose a life proposition, a life attitude and a show. But the slogan "I choose, I like", which has been shouting for several years, is no longer so attractive. As the Olympic champion has endorsed the sports brand, the consumers' worship of the Olympic champion is no longer crazy. Therefore, the empty and weak Anta announcement makes it difficult to attract the individualized consumers. Similarly, Hongxing Erke, "Hongxing Erke", "ERI Hui"'s "my personality", and XTEP's "non ordinary feeling" do not reflect the brand personality, but the entertainment stars they employ have a group of worshipers, which also drives the sales of products. The strong advertising in the era of force helped Anta to open the domestic market, and Anta succeeded. But over the past few years, today, with emphasis on personalized life, consumers have shifted from the choice of products to the choice. Before the 04 Olympic Games in Athens, Anta invited the famous marketing planning agencies in China to turn the slogan to "win the strength". Unfortunately, the three world champion spokesmen only had the Chinese women's volleyball team to win the championship, but neither Kong Linghui nor Wang Hao had won the championship.

The entrepreneurs in Jinjiang mostly pursued the "bring up doctrine" written by Mr. Lu Xun, so when Anta asked Kong Linghui to endorse the success, the mode of "star + CCTV advertisement" became a general formula in Jinjiang enterprises, so CCTV five sets became a "Jinjiang channel". What's more, the brand of Jinjiang shoes enterprises also imitated in name and symbol, such as Anta, Kang Tai, An Chao, an quality, steady step, Yu Tai, Nike brand had a well-known "one inside", and the logo of Jinjiang shoe enterprise brand also had many "one tick" or "two hook". In this interview, a senior marketer who worked in shoe companies said in an interview with reporters: "in the eyes of laymen, the brand of Jinjiang shoe enterprises has no personality. Unfortunately, 99% of our customers are amateurs.

So, how should shoes enterprises brand choose to create a distinctive personality? From the perspective of marketing theory combined with the actual marketing practice of shoes enterprises, the author thinks that we can start from the following aspects:

The first step is to set your goals. Consumer Good position.

After the mass marketing has shifted to the mass market, it is very difficult for an enterprise to create a brand to suit consumers of all ages. Of course, if the company has strong strength, it can also play a game of multiple brands of enterprises, such as Procter & Gamble of daily chemical industry, has many brands of shampoo, such as rejoice, Head and Shoulders, PANTENE and so on, and is very successful. The target consumers of sports are generally divided into: the younger generation (15-24 years old) is mainly secondary school students and middle school students, and young people who have just stepped into the society are supplemented by the young people and other personnel. This age group enjoys sports, has the characteristics of fashionable fashion and popular trend, has its own ideas, has a positive and independent life attitude and attitude towards life, is energetic, positive, and desires for real self. It proves that the demand for individuality is unusual, and it can be recognized and encouraged to advocate life. In the sporting goods industry, the personality needs of different age groups are different, their personalities are different, and their participation level is different. Their personality is divided into: relaxation, entertainment, natural affection and being influenced by others; The young people (26-45 years old) are excited about the brand personality demand: the standard, the idea, and the old people (above 46 years old): they pursue health, safety and national honor.

Second steps, determine personality Carrier of expression

There are many carriers for a brand to display its brand personality, but as a newly established brand, we should find out the most easily accessible carrier and the most direct and simple carrier, such as the logo in the brand identification element (such as the classic Nike "one hook", which conveys the positive personality as long as it is done, and the advertising language (Lining's "everything is possible" to convey a confidence). The price of products (high price positioning is a high-grade, wealthy, identity symbol).

The third step is to determine the way to build brand personality.

Each brand is in Plastic When building brand personality, it is very difficult to use a fixed formula, and each brand is derived from different backgrounds and resources. But after marketing experts study, there are still some works in the process of building brand personality, which can play a guiding role in us.

1, starting from brand positioning and core values.

2, establish brand personality in an emotional way.

3, in building brand personality, we should pay attention to the future expectations of target consumers.

4, the brand personality should not be too complicated, otherwise consumers will not be able to adapt to it, and will not be recognized by consumers.

5, brand personality is a long-term process in the minds of consumers, and requires continuous investment.