Shoes brand to expand in crisis
Recently, the “2010 will shoes fashion conference, held at the fashion capital of Shanghai, domestic brand of the flock, many brands shows its own unique features shoes, the main function of air Gilda push nanotechnology shoes jiang. Dr shoes claim is health experts, propaganda Paul getty “shoes and feet of harmony” thought… Function bright shoes, have to follow the trend, those who followed land will catch up, dr zhu Peking University industrial park warned: “hope dispossess brand shoe of his soul rather than with suit. In post-crisis era, shoes, brand development should not be used to follow suit.”
Follow-up is suicide
At present there are shoes to follow the trend of the market phenomenon, you copied me, my impression you, cause serious footwear glycosylated. Plagiarism becomes a habit, imitation become evil tricks to steal the “art”, put in a lot of money and energy research and innovation shoes are being seen as “sand; MAO” Finally, patent product development of abusing some shameless company, can do nothing caught, then they “grafting” in their own products profits, because a lot of money to study, diligently creating new technology products not because of lack of money market “, shine “, therefore, some shoes, too lazy to re – invested enterprises engaged in scientific research, but others, and follow the crowd, gradually lost their brand value.
Zhuhuai jiang said: “in the madness of numerous applications to catch, work while intoxicated, lack of independence thinking of Chinese shoe brand is the face of personal loss, when all the shoe brands share of the way of thinking, we only into a culture or crowded narrow shoes market, another bump, another crowded, then slowly drops crash.”
The late 20th century, Gilda sedulous shoes researchers, nanometer material shoe shoe, the installation of air-conditioning equipment, eventually developing a “foot air conditioning” and “nano air conditioning shoes.” In people walking shoes shoes can aggregate cavity air emissions, clean shoes, reducing sweat feet smell, the harvest more than 20 national patents. Didn’t think, leather shoes see “nano air shoes” hot market, will produce oxygen shoes, breathing shoes, air shoes, shoes, etc.
Have the same structure, leading consumer foggy overall quite a hodgepodge of function, cause the Chinese shoes doubt the ability of market, the princes of slow development function shoes brand shoe shoe lack. No results broaden width of the market, China shoe brands is not to “promote”, it touches Jisi trampled to death those who kill a large proof fashion.
Brand has a soul there is hope
Brand soul core value of brand, including brand value of the core material, core spirit of the brand value, brand value as the core of the personality.
According to statistics, by 2009 China footwear (shoes, sports shoes, shoes, shoe), so to yield more than 10 billion pairs, accounting for the world produces more than 50%, ranking first in the world champions. However, low level of industry competition, profits will be thin, as is known to all, shoe brands are very rare. Carry forward Chinese shoe brand, sustainable development, the impact of the international market, China has begun and refined by some shoes brand, brand personality and spirit, attached, blend in shoes brand to create a unique brand appeal, make the products more sentimental value.
Unique core concept of branding is brand of the international market, an important weapon. At present, Gilda “believe them each step,” beauty “species”, so beautiful, li ning “everything is possible” and other brands shoes in China is core concept also very classic shape, this shoe brand can be swept the market.
Brand shoe brand development must find a point of difference and it, molding brand shoe of soul. In Shanghai “name to famous pizza restaurant” docking exhibition, Chinese leather shoes office wei afro-asian association authors discuss shoes and brand feelings, she believes expansion of the core idea, a new pool, dispose their brand positioning, formed a rich technical products with fashionable times, can make the passionate element enrichment is the core value of brand shoe, brand shoes to the soul, is a necessary prerequisite to expand the shoes brand, brand shoe, is also a kind of hope for the future.