Footwear Products Homogenization Brand Creation Distinctive

Product homogenization is that products can be replaced by competitors in the process of consumer choice, because their functional interests are the same as competing products, and competing products become an alternative product.

Our products and competitors form product homogeneity.

Nowadays, the overproduction of brand is no longer the product marketing era before. The homogenization of products is inevitable. The functional satisfaction of homogeneous products to consumers is similar. Under such circumstances, consumers' consumption behavior is shifted from product consumption to brand consumption. The core of their consumption is shifted from the functional consumption of products to the personalized consumption of brands. The process of consumer brand consumption is the process of experiencing and recognizing the brand concept and brand connotation while consuming the physical functions of consumers.

Differentiation strategy refers to the commercial decision-making of an enterprise in its special functions, cultural orientation and individual differences. It is the process and result of building a distinctive brand image.

In other words, it means identifying a selling point and market position that is different from the competitive brand for a specific brand, so that the commodity occupies a special position in the consumer's mind.

The purpose of brand differentiation strategy is to pform the core or individual differences into brand names to meet the individual needs of target consumers.

Successful brands have a differentiated feature, which is different from competitors' image that meets the needs of consumers, and then connect the brand differences with consumers' psychological needs in a consistent way. Through this way, the brand positioning information can be accurately conveyed to consumers and occupy a favorable position in the hearts of potential consumers.

It can be seen that in the market of product homogenization, the magic weapon to win is differentiation. In the current words, the strategy is blue ocean.

How to find a new blue ocean?

Brand is a strategy to create blue ocean.

The successful shaping of Jacques's vitamin candy is a good example to avoid the red sea of the candy market and create the blue sea of vitamin candy.

But at present, many enterprises are in a blind alley: in the homogenized product market, we adopt the homogenized market strategy to enter the mire of the industry's internal friction. Let's take Jinjiang enterprises as an example: Jinjiang has appeared many famous brands of sports shoes in a short time, but it has no distinct personality, and can effectively separate brands from the brothers brand of the city. Dozens of brands are in a melee, so that consumers can not find their differences.

There are more than 3000 shoe factories in Chen Dai Town, Jinjiang.

Since the reform and opening up of manual workshop production, it has become the world's sports shoes production base.

The number of sports shoes produced here is more than 5 billion pairs per year, and the number of sports shoes sold abroad is 500 million pairs, which account for 75% of the domestic sports shoes.

Relying on primitive accumulation, some enterprises have made considerable progress and established their own brands.

And the road of this brand is very fast and identical.

CCTV sports channel has almost become the Jinjiang channel: Anta, XTEP, Buick, del Hui, Xi De long, mingle, Jordan and so on. Your voice has made me debut.

And its form is very similar. Similar advertisements and simple slogans are all Jay Chou, Aaron Kwok, Andy Lau, Cecilia Cheung, dawn, Nicholas Tse, Stefanie Sun, Willber Pan, Willber Pan and so on.

Jinjiang footwear enterprises imitate the trend, regardless of the product style or marketing mode, the overall competitiveness of the industry has not improved, and still remain in the price competition and imitation. Serious internal friction makes the whole industry become empty, causing a serious market competition.

The purpose of brand building is to create differentiated market segments. Its ultimate goal is to avoid competition instead of intensifying competition. However, in many Jinjiang enterprises, brand movement has become a movement that aggravated competition among peers and made the manufacturing industry chaotic.

Product homogeneity, brand strategy homogenization, brand performance homogenization.

What is the future of Jinjiang's enterprises in the face of such a competition?