Informal Discussion On The Successful Experience Of Minnan Shoe And Garment Enterprises From The Quagmire Of Patchwork Brands

In the south of Fujian Province

When communicating with customers, enterprises often feel the dependence of enterprises on experience.

For example, the imitation of the marketing behavior of large companies, the emphasis on the cooperation of large companies, the desire for talents of large companies, and the plagiarism of large companies' advertising forms.

We know that the reason why big brands can maintain their leading position in the market for a long time is that the big brands have special competitive advantages and the systematic business models constructed therefrom.

The competitive advantage here refers to the characteristics and expertise of enterprises that have been accumulated over a long period of time and are not easily replicated by other enterprises in a short period of time.

Competitive advantages can be in terms of management, technology, marketing and human resources.

In short, competitive advantage depends on the capabilities of an enterprise, and the ability of an enterprise depends on its resources, including tangible and intangible resources.

The resources that an enterprise occupies is not a rapid expansion in a short time, but a snowball accumulation.

For example, in recent years, the ZARA mode that shoes and apparel industry takes delight in, its competitive advantage lies in its ability to achieve "speed". Specifically, ZARA has at least the following abilities: fast imitation ability and powerful imitation team, fast production mode and efficient logistics distribution system, high frequency and humanized information system and communication mechanism, huge marketing network and fast sales ability, strong financial strength and so on.

In a system similar to ZARA's whole high-speed operation, any part of the system is lagging behind enough to cause overall loss.

It can be seen that the success of ZARA mode is based on system strength rather than single capability.

The footwear industry in Southern Fujian often draws on fragmented or phased experiences in successful cases.

Only then did they fight for the spokesperson or invest in CCTV or Hunan satellite TV propaganda, or sponsor various events, or constantly update the shop decoration, etc. it seems to do the same thing, knowing it but not knowing it, so the result is not obvious, but it makes the enterprise quite hurt.

Three changes can not be ignored

In fact, in recent years, footwear industry in China

Notable changes have taken place.

First, product category dilution, different types of product segmentation is not clear, the brand continues to expand product lines, and different categories of goods are competitors.

In the past, the industry's cognition of competitors is relatively narrow, and most of them think that the brand of manufacturing similar products or even the same kind of business mode or the same price is the opponent. However, at present, it is necessary to focus on the choice of the brand or category among the target customers in order to redefine the competition relationship from the perspective of purchase demand.

For example, Anta, whose sports shoes are the main business, poses a competitive threat to casual wear when it increases clothing products.

The two is the full entry of international brands.

Because many years ago, the shoe and clothing industry in China was still in the stage of disorder and excessive competition, and the market pparency was low, and the purchasing power of customers was insufficient. Many international brands ignored or postponed the entry into China.

In the long term development of international brands, most of them have extended behavior, product category involves wide range, price covers low, medium and high grades, so the domestic brands constitute a whole rather than partial pressure.

Three is the sharp increase in the cost of shoes and clothing industry sales.

South Fujian shoes and clothing enterprises are accumulated in the long term low cost operation. After the pformation from wholesale to licensed distribution, the cost, human resource cost, advertising cost, terminal construction cost and logistics cost of the channel support enterprises are overburdened by enterprises. On the other hand, a large number of competitors are crowded in the marketing homogeneity of the scrimmage, and the price war with price reduction and gift giving means one after another, and the profits of enterprises are thin.

Shake off the constraints of experience and reshape the market brand

There has never been such a complicated market situation before the shoe and garment industry. Many large enterprises have completed capital accumulation in the micro competition environment in the first ten years. Therefore, many seemingly old experience is no longer effective, and marketing is essential for the brand to break through in the melee.

In the past few years, the mobile phone industry, for example, has occupied a large part of the market share of the top three foreign brands. The domestic mobile phones such as Ke Jian, panda and Konka have entered the market in a high-profile way, and have done a lot of efforts in the conventional means such as star advertising, terminal contention, price promotion and so on.

The larger brands of Minnan shoe and clothing industry are currently in the market.

Ideas and behavior are similar to the common mode of the previous domestic mobile phones. They are all hit by the traditional marketing experience, and the sharp innovators are rarely seen.

In the face of increasingly complex situation, in recent years, such as Adidas and other mature brands are gradually out of date due to their own experience, and have to rebuild their brand image through bold and innovative behavior.

For the majority of shoe and garment industry brands in Southern Fujian, we should fully understand the essence of marketing competition, find market opportunities through market segmentation, establish their own competitive advantages through strategic and tactical planning, and step out from the quagmire of experience together as soon as possible.