Direct Selling Shoe Company &Nbsp; Brand Name Brand

As China's four largest

09 years in October, the Chinese women's shoes city, which was built by the government of Wuhou District, gave more citizens a taste of the charm of Chengdu women's shoes.

It is reported that the shoe industry enterprises that are located in Wuhou direct shoe city are the strength shoes enterprises in the forefront of Chengdu. The export price of the products exported by OEM is nearly US $100, while the homogenous products in the direct selling shoe city will be returned to the public below the market price of 60%.

The chief executive of Wuhou direct shoe city said that the most prominent feature of "Wuhou direct selling shoe city" is "parity, quality and fashion".

The way to build brand in Chengdu is worth learning. But as an individual, it is necessary to work hard to build a good brand influence. Otherwise, even a better platform will not have much room for development.

Chengdu has a good brand foundation and is closely related to international famous brands. It has advantages in many aspects. However, the lack of independent brands makes it even more difficult for domestic consumers to call names.

Zhang Hongrui, a special correspondent for public relations world, believes that a company does not have a trademark.

Direct selling shoes city also needs brand

There are a lot of speculators in the real market. Most of them are small and medium-sized enterprises. OEM OEM produces some products. With the advantaged platform of direct selling shoe city, it can still make a big profit, so "do not need to be a brand".

No matter how to define direct selling at home and abroad, consumers are paying more and more attention to brand names and tend to choose products or services according to brand preference.

Direct selling enterprises should pay special attention to brand operation, because salesmen first promote the brand of enterprises and products. If consumers are unable to accept the brand of direct selling enterprises, the products or services will be difficult to reach. Therefore, direct selling enterprises must first win the recognition of consumers by promoting products and services.

Brand is the life of an enterprise, the crystallization of the economic and social benefits of an enterprise, and the everlasting "rocking Qian Shu" of an enterprise. The survival and development of the world famous enterprises depend on the excellent brand image of success, and the market competition is the competition of the brand.

In recent years, some direct selling giants abroad have paid great attention to building and building brands.

Amway was engaged in large-scale public relations activities "Amway Nutrilite Health running" a few years ago. In 2008, it signed again the Chinese world champion Liu Xiang and the world 100 meter champion Powell and other sports stars as brand image spokesmen. The brand was fully integrated and promoted, and appeared in CCTV, large websites and station Pavilion advertisements in all major cities of the country, which rapidly upgraded the Amway brand image and the brand image of Nutrilite.

Perfect, Herbalife and other foreign medicine and health care products direct selling enterprises in some cities also have outdoor brand advertising and so on. Direct selling has entered the era of brand competition, breaking the original "no shop, no advertising, no brand promotion" direct selling situation.

Don't take trademarks as brands.

In order to save the cost of building brand and publicity, some enterprises only know the registered trademarks, produce products, and then organize direct sellers to sell. As a result, direct selling is frustrated, and the direct selling that is envisaged in "gold rush" is "gold everywhere". The reason for its failure is that the trademark is mistaken for brand and has no brand climate and influence.

Brand is the result of market accumulation and continuous publicity. Trademarks are not equal to brands. Trademarks refer to characters, graphics, letters, numbers, three dimensional signs and combinations of colors, and producers and managers of the above mentioned factors distinguish their goods or services from other commodities or services.

Brand is a symbol, is a culture, is a comprehensive crystallization, is an important carrier, is the corporate brand image, is a sales symbol, is a kind of value, is the life body, is the logo, is the image, is the relationship, is derived from the difference reflected by consumers, and so on.

Trademark and brand are very confusing concepts. Some enterprises mistakenly believe that products become trademarks after trademark registration.

In fact, there are connections and differences between them.

Sometimes the two concepts can be used as a substitute, but sometimes it can not be confused with the two concepts: trademark can be made into a brand, brand needs to be registered as a trademark to be protected by law; trademark is usually an intangible asset formed by marketing communication and accumulation, such as brand culture, brand connotation and brand image, that is, brand value, when "trademark" is made into "brand".

Otherwise, the trademark is only a registered trademark or symbol. It is worthless.

What to make a brand

Half of the brand is culture, and the brand is supported by excellent culture.

Without excellent and unique culture, the achievement of brand is sheer nonsense.

In the era of homogenization, only culture is eternal, and the core competitiveness of brand marketing is culture.

No culture is difficult to become a brand. There are three cultures and two brands in general enterprises: three cultures are corporate culture, product culture and brand culture; the two brands are corporate brand and product brand.

The brand manuals, direct selling manuals and public relations activities of direct selling enterprises are a way of cultural pmission. Three cultures and two brands of globrand.com need to be highlighted.

Corporate culture is the sum total of the values, beliefs and behaviors that a company has formed. The emphasis is on the shaping of enterprise values, business philosophy and behavior patterns. It is the guiding ideology for the production and development of enterprises. Brand culture takes the brand personality and spirit shaping and promotion as the core, so that the brand has cultural characteristics and humanistic connotations. The key point is to make consumers agree with the spirit of brand embodiment through various strategies and activities, and form a loyal brand consumer group. Product culture is related to knowledge, characteristics, functions, functions and effects of products, and so on, which is an indispensable part of corporate culture and brand culture.

Generally speaking, corporate culture constitutes corporate brand, product culture and brand culture constitute product brand.

Such as Amway, its brand is Amway, and its health products brand is "Nutrilite", both of which can be called "the main brand" and "sub brand".

"Nutrilite" is the sub brand under the main brand "Amway". The main brand of Amway is mainly made up of daily chemicals. The subsidiary brand "Nutrilite" is mainly health care products, so that it can effectively distinguish categories, and it is not easy to create the impression of confusion of brands and brands.

Amway's original "unconditional return" service culture in the world has finally changed to China, gradually becoming localized, forming a Sino US corporate culture of Amway America + Amway China.

"Health is the future" is the core concept of Amway Nutrilite's brand culture. It tells consumers that Nutrilite is for health.

Because Amway Nutrilite products are endowed with product health culture and brand culture, the same protein powder, Amway Nutrilite brand value is much higher than other similar brands, and is very popular. The Amway China's annual sales of 10 billion ~200 billion in the circle are mainly finished by Amway Nutrilite series health care products.

The footwear industry in Chengdu is constantly upgrading in the development strategy of "bringing in and going out". Chengdu shoe enterprises will constantly enhance their learning, change their ideas and enhance themselves in the process of upgrading the industry. This is a great blessing for Chengdu footwear industry, and another gorgeous turn of Chengdu footwear industry. It will usher in another spring of global financial crisis and the future of Chengdu footwear industry will be more brilliant.

Editor's comment: culture depends on mining, brand relies on accumulation! But the key is to grasp the best brand public relations opportunity of "cultural achievement brand"! In fact, the Wenchuan earthquake is a public relations opportunity for enterprises to give love and publicize corporate image and brand image. Someone said, "advertising is to let people buy you, and public relations is to let people love you! Public relations is to keep a name for good deeds!" in this era of brand, brand public relations need to remain anonymous and do good deeds.