Shoes Enterprises Homogenization Serious Brand Breakthrough Needs Individuation

Recently, the adjustment of export tax rebate policy has brought a storm to the whole industry. With the gradual increase of international competition pressure, domestic industry enterprises have realized the importance of implementing brand strategy and improving the added value of products.

But how to build your own brand?

Combined with the development of brand strategy of Hengda Group in recent years, I feel deeply that brand breakout needs individuation.

In the past 20 years, China has developed into "the center of the world manufacturing industry" and achieved some results.

In the years to come, the Chinese nation will truly realize the great rejuvenation and become an economic "powerful nation" that controls its own destiny and affects the world pattern. We must implement the brand strategy and raise the "brand strategy" to the height of "science and technology is the first productive force".

In the era of brand competition, I think the strength of brand lies in its individualization.

Of course, the brand that personalities highlight is to serve the particular consumer who is loyal to it.

Only the brand with distinctive personality has core competitiveness in the market.

At present, the homogenization of products in the footwear industry is becoming more and more serious. From the perspective of the world footwear market, the personalization of China's shoe brands is not very obvious, not only in appearance design, but also in the functional R & D and product technology.

China's footwear industry faces a series of crises in the international market, which can not be separated from the influence of economic policies and economic environment. But in some ways, it can be said that the brand crisis of China's footwear industry is "personalized."

The market has enlightened the brand awareness of enterprises, but the unique selling point needed for brand building is another bottleneck for enterprises.

From the perspective of market competition at home and abroad, product appearance design, product functionality, structural research and development, enterprise service system, product consumption structure segmentation and corporate culture may become the "personalized" label of enterprise brand.

However, the establishment of these labels undoubtedly requires enterprises to work hard in R & D, market analysis and enterprise operation. This is the upgrading of the overall operational capability of enterprises. It is not achieved by simple planning and propaganda alone.

Now, Hengda is also changing from manufacturing enterprises to brand operated enterprises.

The basic connotation of our enterprise mission, "creating and meeting the needs of consumers", is to lead the consumer market with the innovation power of the enterprise and expand the market potential on the basis of meeting the needs of consumers.

As explained by the "barrel theory", the overall operation capability of an enterprise depends on the shortest wooden plank, and if the enterprise wants to get rid of it in the market, it depends on the longest wooden plank.

After 24 years of development, Hengda is striving to cultivate the "long board" of enterprise development.

Cooperation with international first-class brands in R & D and production, R & D investment, service brand building and product structure segmentation are all attempts made by Hengda on the road of differentiation. This is another way for domestic shoemaking enterprises to change their thinking and move towards the international market.

As China's "ten great leather shoes king", we have the obligation to hold high the banner of the national brand and unswervingly march towards the international brand, and push China to grow from the current world shoe making power country to the world shoe brand power.

This is the bounden national mission of our generation of shoemaking entrepreneurs in China.