The Footwear Industry Is Comparable To The Entertainment Industry. Brand Marketing Is Very Similar To The Cannes Festival.

If asked recently Entertainment circle What is the main topic of discussion? The netizen who pays attention to it will always say "Cannes Film Festival". Yes, today's Film Festival is more promising than last year. Fan Bingbing The "porcelain doll" dress, Yang Mi's yellow dress, Li Bingbing's deep V perspective skirt... The actress can be seen in the red carpet of the film festival. Of course, this is also the best time to show itself on the international stage. Who will give up?

The Cannes International Film Festival is one of the largest and most important film festivals in the world. During the annual event, there are many beauties on the famous seaside Avenue and nearby beaches. It is expected that the film stars and the stars will be excavated, and their star dreams will be fulfilled. This extends to the traditional shoe making industry in China. In recent years, the war between China's shoemaking industry can be said to be "continuous fighting" and "gossip". Especially in recent years, the world economy has seen a big decline. The new brands of China's footwear industry are constantly emerging. The brands of small and medium-sized shoe and clothing enterprises can not enter the market, and brand competition is becoming increasingly indifferent with the industry. Most shoe enterprises realize the importance of brand marketing.

Mention to brand marketing And start with the brand. Brand restricting the development of enterprises is a kind of intangible assets that enterprises gain and generate value. It is the biggest criterion for consumers to measure enterprises. Some people say: making brand depends not on scale economy, but on deep economy. Even small businesses, if they sell well, can still manage their brands well. Then, how does a small and medium-sized shoe and clothing enterprise carry out brand marketing?

The marketing world often says, "sell in the busy season and do the market in the off-season." In the current economic downturn, is it possible to be market oriented? Yes. In the off-season, it is a good opportunity to make a brand, strengthen brand publicity, market research, product positioning design and other links. But what is the brand to do? Apart from all kinds of channel power, I am afraid publicity is the most important.

For the footwear industry, entertainment and sports have always been the two most popular ways to promote brand marketing. In the past few years, Jinjiang was the "champion" of celebrity endorsements as a brand of domestic shoes and clothing brands. Ye Maozhong, the famous mastermind, believes that "star advertising is the cheapest." Chinese consumers are generally unconfident and need guidance from opinion leaders, and stars play the role of opinion leaders and roles to this extent. Advertising with celebrities reflects the brand strength to some extent. Therefore, many companies are willing to hire large stars to be the spokesmen of the image. But this kind of marketing is not feasible for small and medium-sized enterprises with weak funds.

Secondly, promoting the brand through sports events is also the most popular marketing mode in recent years. In recent years, XTEP, Anta, Hongxing Erke, PEAK and other brands have participated in sponsoring many famous sports events. It is like a tsunami, which has a strong impact on Chinese traditional brand marketing mode with the surging surge. Many sports brand enterprises have tasted the sweetness. Therefore, this year's London Olympic Games is a good opportunity for sports brands to display their skills.

Of course, shoe companies can not only limit sports marketing to short-term sponsorship activities, but also sell sports events themselves to achieve the best social and economic benefits. In order to promote the healthy and rapid development of sports marketing in China, shoe enterprises should play a positive role in promoting the healthy and rapid development of sports marketing in China, and have good benefits for the long-term development of shoe enterprises.

In short, brand marketing is a profound knowledge, not a star, sponsorship activities can play a role, and more importantly, rely on the company's excellent products and corporate brand, 2012 is another year of economic recession. Shoe companies need to adopt the most appropriate brand operation mode, quickly find the gorgeous stage that can fully display themselves, and seize the market share.