How Can Shoe Enterprises Break Through The Vicious Circle Of Homogenization Of Marketing?

    　什么是差异化营销

The so-called differentiated marketing, also called differential marketing, means that when facing the already segmented market, enterprises choose two or more than two sub markets as the market target, and provide targeted products and services and corresponding sales measures for each sub market respectively.

According to the characteristics of the sub market, enterprises formulate product strategy, price strategy, channel strategy and promotion strategy respectively, and implement them.

Differentiated marketing is a multi-directional, systematic marketing innovation based on product, concept, value, image, promotion method, promotion method and so on. On the basis of innovation, it realizes the goal of brand segmentation in the market and achieves strategic leading edge.

Because China's footwear brand is too superficial and lacks connotations, it is difficult to distinguish between competing brands, so it can not attract consumers' attention.

When more and more products are homogenized, seeking differentiated marketing has become an essential weapon for the survival and development of enterprises.

The so-called differentiated marketing strategy can be embodied in many aspects.

    　一、产品的差异化营销

Product differentiation refers to the differences in product characteristics, performance, consistency, durability, reliability, ease of repair, style and design.

That is to say, the product produced by an enterprise is obviously superior to the manufacturer of similar products in quality and performance, thus forming a sole market.

For competitors in the same industry, the core value of the product is basically the same. The difference is in the performance and quality, and to meet the basic needs of customers, to provide customers with unique products is the goal of differentiated strategy.

For example, AOKANG group proposed to become a "China expert in technology and functional footwear", and enhance the core competitiveness of enterprises with R & D capability.

Specially set up the footwear technology research institute, which is the first comprehensive research institute of footwear enterprises in China. So far, it has applied for 8 patents, 31 new patents, and 24 designs, and has developed 6 functional shoes.

It is reported that AOKANG Group invested $34 million in research funding every year to study the relationship between shoes and human health, and strive to inject health, safety and comfort into modern shoe making technology and take the road of differentiated marketing.

    　二、形象的差异化营销

Image differentiation refers to gaining competitive advantage by modeling different products, enterprises and brand images from competitors.

Image is the public's opinions and feelings about products and enterprises.

The tools to shape an image include: name, color, logo, slogan, environment, activity, etc.

For example, Hongxing Erke favored "tennis", and many domestic brands focus on basketball, badminton and other sports strategies.

Hongxing Erke, who is committed to building the first brand of Chinese tennis equipment, has always sought breakthroughs in tennis projects and made its own characteristics. At the very beginning, they embarked on the road of brand differentiation, and constantly used tennis to shape their own international brand positioning.

Tennis is growing vigorously in China.

Hongxing Erke has enhanced the popularity of Hongxing Erke brand and the specialization degree of its products through the marketing and brand promotion strategy of tennis, which has played a certain role in the healthy and healthy development of Hongxing Erke brand.

　　三、渠道的差异化营销

Channel differentiation can be differentiated from channel strategy, channel design, channel establishment, channel management, channel maintenance, channel innovation and so on.

For example, Biao wolves put forward the "mini store brand marketing strategy", which is not only another effective way of brand promotion, but also an effective means to seize the blank market.

Small shops have the advantages that other stores do not have.

First of all, the low investment threshold of mini shops is conducive to business investment; secondly, low operating risk, quick return on investment, easy to seize the blank position of the market; thirdly, the mini shop has fine performance and rich products.

Differentiated brand marketing strategy, coupled with unique "Kung Fu" brand culture and precise market positioning, will surely lead to better development.