Shoe Companies Are Facing The Brand Crisis Under The Environment Of Network Media Communication.

In August 24th, the Chinese market in recent years is a troubled time for many famous brands.

Since 2000, a round of "brand building movement" of Fujian shoe enterprises has allowed enterprises to walk smoothly in the market.

Because the brand's charisma makes enterprises more and more popular in the market, and brand value is also pushing the enterprise forward.

However, in recent years, frequent domestic brand crisis has caused a number of leading enterprises in the industry to suffer a heavy blow.

In 2008, the financial crisis swept the world. China's economy, which has been maintaining rapid growth, has come to a crossroads. China has created the situation of OEM (OEM) and its own brand.

When some shoemaking enterprises, which were mainly extroverted, were in a predicament when they broke the grain market due to the financial crisis, the order information provided by Lining, Anta and XTEP showed that orders in 09 years will increase by 30% and the price will increase by 10%.

Because of their own brands, these brands were not affected by the financial tsunami. Instead, they received more orders in the 09 quarter, with orders increasing by more than 30% and prices being raised by about 10%.

I recall that Premier Wen summed up his feelings in the Pearl River Delta survey. This time, the most influential ones are small and medium enterprises, especially those that rely solely on export trade and OEM.

Enterprises with famous brands and independent brands are much more immune.

Take Dongguan as an example, there are thousands of shoemaking factories that are closed to production because of the failure of foreign orders, capital chain and cash flow, and the common characteristics of these shoe factories are the "three to one complement" processing trade.

The strength of the brand can make the development of enterprises expand rapidly. In the future economic structure, only the enterprises with independent brands can gain the leading edge in the market competition.

Just like the day when Wong Kwong Yu, President of Gome, took part in the 2nd anniversary celebration of Gome store in Fuzhou, it was also the day when Fuzhou's last local electrical appliance company announced that it was closed.

Maintain brand "marathon insistence"

In 2008, the fortune bird group invested more than 4.5 billion new two factory buildings.

According to Lin Heping, chairman of the board, in 2006, he began planning and preparing for the construction of the new plant.

After more than a year's time, two new modern factories were built, and the world's advanced footwear production line in Italy was introduced.

Such investment is undoubtedly "upstream against the tide" at this time of economic depression.

But Lin peace is proud of that.

He said the financial turmoil did not affect his existing plans.

Strategy is the basic condition of brand development. According to his plan for the next two or three years, it is necessary to continue to invest in new factories. He must strengthen marketing, stimulate domestic demand and make long-term plans for the future.

"The expansion of factory buildings is the expansion of productive forces. In fact, it can become a fulcrum of strength to pry up the brand strategy after the financial crisis.

The shoe industry has always been a big market. After the crisis era, after the market has been shuffled, after the reorganization of the industry, how should we grasp the layout of this big market, we must rely on the expanded productivity to achieve the overall strength upgrading and long-term layout of the enterprise.

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Facts have also proved that private brand has become a magic weapon for enterprises to save themselves.

Because in the current situation, good companies and good products can be more prominent, and independent brand manufacturers can connect with the world in a shorter time.

For the shoe manufacturers who sell and sell finished shoes, they still need to make great efforts.

To create an excellent brand, we need a set of effective brand growth strategy plan as a guide. First of all, shoe companies should work hard on the quality of products. Whether they are style design or material application, they should strive for excellence and give full play to their own superior resources to continuously enhance the value of products, including advanced equipment and technology, innovative science and technology, and so on, with the goal of consumer demand in the target market, and develop marketable quality products to obtain the greatest satisfaction of the market.

Secondly, through the correct market positioning and geographical analysis, lay the brand terminal and establish a complete sales network system, so that products can be displayed in front of consumers with these channels, and successfully achieve sales work.

Since 2000, after the launching of a "brand building movement" by Quanzhou shoe enterprises across the country, a large number of well-known enterprises have sprung up. Once the "Jinjiang mode" has been widely concerned by the media, the importance of Quanzhou's brand names can also be seen from the three characters of Jinjiang people being registered as trademarks.

But once upon a time, from the overwhelming advertising campaign, from the frequent brand crisis, it is foreshadowed: as long as we stick to the quality, we can maintain the era of an enterprise is over.

For the media, brand scandal seems to be more "pleasant to see" today. Especially in the Internet communication, many brand crises will be integrated into a bigger crisis, such as convex lenses under the sun, many brands will be focused and burned.

When the brand crisis happens, the media will pay close attention to the crisis and carry out extensive and continuous reports.

The interaction between the media, the diversity of information sources and the mixing of different elements make the information produce nuclear fission effect.

When the brand crisis is exposed by the media, it will inevitably lose the brand image of the enterprise, forming brand crisis and trust crisis.

Under the influence of media coverage, corporate brand crisis is bound to cause further panic among brand audiences.

Their feelings and Thoughts on brands may shift to the same direction because of external stimulation, and their individuality will disappear and become a group of organized groups.

In addition, the enhancement of consumers' awareness and the strengthening of consumers' right to speak in the network society have made consumers' long suppressed psychology burst out of group irrational irrational emotions and behaviors in a more relaxed environment, which aggravated the brand crisis of enterprises.