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OEM Shoe Companies Are Turning To High-End Brands.

2010/4/14 14:13:00 26

From the main dependence

Exit

The foundry works to run the high-end brand by testing the water, and provides the brand management, operation diagnosis and counselling service with the help of the "external brain", Hui Anyi's home.

footwear industry

Leading enterprises are trying to turn around and turn the new chapter of "the two venture".

First locate the station.

Export foundry has been doing for nearly 20 years. Fuji has accumulated rich experience in shoe industry and has become a leading enterprise in the industry.

However, in recent years, the pressure of shoe making industry is increasing day by day. This has also prompted Fuji to "change" and launch a brand new "Arno" brand, which is intended to enter the domestic high-end market.

"There is no demand for essential resources, there is no clear positioning of the brand vision, brand operation system is not combed out."

Wang Chengye, chairman of Quanzhou financial intelligence and business planning Co., Ltd., has been invited to identify three "short boards".

As a director of local management consulting agency, Wang Cheng Ye has always called on SMEs in Quanzhou to attach importance to brand names.

Marketing

Systematic management.

He believes that the brand culture concept is the "heart" of the brand. It is the guidance of all brand identification system construction activities, including brand strategy positioning, brand core value, brand personality, brand story and other elements.

It is based on the research and analysis of consumer demand and market competition environment, combined with the advantages of enterprises, the management consulting intermediary project team has established a new brand strategy positioning for the company and refined it.

Sale

The scarcity concept of force can find "soul" for the management structure of enterprises.

"Landing only blossoms"

After the creation of brand culture, the project team began to make a unique image planning for the brand.

The logo design, product and packaging development and design should be creatively and standardized, so as to develop a complete set of brand recognition and application system with highly distinguishing characteristics.

"Selling point mining and planning and shaping, to increase the persuasiveness of brand appeal."

Jarno brand leader said.

"Sort out the selling points of products, find out where the sales outlets are, how the lines should be pulled, and how they should be spread."

Wang Chengye introduced that, like "running a restaurant, we must pay attention to the turnover rate of the box."

The effective layout of resource elements, production factors and market elements should be emphasized.

Tailor-made terminal strategy for enterprises, enabling enterprise resources to connect with consumers faster and achieve effective output.

"We have formulated the brand 3 to 5 years development plan, the annual brand marketing plan, assists the planning market area, formulating the preferential investment policy, carries on the terminal opening profit analysis, and assists the company to perfect the marketing team management pattern."

The brand of Jarno brand is responsible for the establishment of a complete brand operation and systematic management mechanism, so that brand marketing can take a "leisurely road".

Source: Quanzhou Evening News