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Shoe brand should be how to create a distinctive personality?

 

Nearly 2 years in China Shoes (stores) in Jinjiang, the shoe in municipal government, "the construction of a brand Jinjiang have" the call, continue to carry forward the spirit of No victories, scrambling to squeeze in the domestic market to create brand. According to statistics, the current footwear enterprises in Jinjiang has reached more than 70 brands, these companies create a brand mode: corporate brand building, such as Anta (stores), 361, special steps, step Mae and the like; buyout international brand industry China region franchise, such as Pierre "Cardin sneakers, Montagut, Playboy, etc; registered international brand name sports stars such as Michael Jordan, Kobe Bryant, James; to back the domestic use of foreign registered trademarks, such as kangaroos, Italy, France, shadow wolf, Valentino "Cooper and the like; international brands registered trademark rights China region, such as Iverson.

 

Industrial clustering results, a small county in Jinjiang city, gave birth of so many shoe brands, but similar in style, similar quality, marketing mode under the same situation, how the brand different? How to get consumers ? Select brand I believe that: Jinjiang shoe brand into personal time has come. Because when we brand as a person, she has a unique ethos and cultural connotations, her personality is the important difference between brands is not imitation. Like the famous actor Liu Xiao Ling Tong played the Monkey King, Rong Cao, Dicky Cheung, Zhou Xingchi have been played the Monkey King, and tried to imitate the action aspect, but when people mention of the Monkey King, you think of Liu Xiao Ling Tong played the Monkey King, which is the actor's personality decided he represents the unique nature character.

 

A well-known sports brand loyalty of the transfer table is displayed in 2004 in the domestic market sports brand, the second group of Anta, brand loyalty of only 12.4%, why such a high visibility brand loyalty will Anta so Low? We look at Anta's advertising slogan "I choose, I like", it is spread out during 99 years as spokesman Kong Linghui Anta hired, when in sports goods, domestic brands are a handful of consumers psychology also special worship sports world champion. So when table tennis world champion Kong Linghui in the CCTV shouted, "I choose, I like" when you meet the consumer psychology, advertising force strength of advertising era to help Anta blew open the domestic market, Anta successful, but a few years later, in emphasizing personalized life today, by the selection of products is transferred to the consumer to choose the brand, but the choice of brand is in fact choose a life advocates, attitude to life, the show is a personality, and for several years have been shouting Anta advertising phrase "I choose, I like" is no longer so attractive, with Olympic champion has endorsement of the sports brand, consumers are no longer mad worship Olympic champion, so anemic Anta empty slogan, it is difficult attracted Personalized consumers, the same Erke "Come together, Erke," Del benefit of "my personality" special step "general feeling" do not reflect the brand personality, but they hired a group of admirers of entertainment stars , which also led to the sales of the product. Before the 2004 Athens Olympics, Anta invite well-known marketing planning agency will slogan into a "win power", unfortunately, only three Chinese women's volleyball world champion spokesperson to get the title, and Kong Linghui, Wang Hao did not win the championship. " win power "a bit weak.

 

Jinjiang entrepreneurs is the most pursued pen of Mr. Lu Xun "used", so that when Anta please endorsement Kong Linghui After the success of "Star + CCTV advertising" model enterprises in Jinjiang become a common formula, Ever five sets of CCTV will become "Jinjiang channel" or, worse, Jinjiang shoe brand name, logo, also strongly imitation, such as Anta, Hong Tap, On super, security quality, stable ride, Yu-riding, Nike There are well-known brands, "an inner" Jinjiang shoe brand identity also has a lot of "a hook" or "two hook." Senior marketing person this had worked in the shoe in an interview with reporters, said: In layman view, footwear enterprises in Jinjiang brand is no personality. Unfortunately, we can be 99% of consumers are laymen.

 

So how shoe brand should choose to shape a distinctive personality does, the author from the marketing product marketing theory with practical shoe that can start from the following aspects:

 

The first step will be their target consumer location is good.

 

After the mass marketing steering massed, companies want to create a brand to fit consumers of all ages is very difficult, of course, if the company has a strong strength is more than a business brand can play games, such as daily chemical industry Procter & Gamble, it has Rejoice, Head & Shoulders, Pantene shampoo and other brands, and are very successful. In the sporting goods industry, every age needs of the brand's personality is not the same, not the same character, the degree of participation is not the same, his character is divided into: relaxation and entertainment, natural love, being influenced; participation is: a child ( passive) "grow some of the (active participation)" after work (fitness to pursue), "married with children (with children exercise)," the middle-aged (fitness required); sports target consumers generally divided into: the younger generation (15 -24 years old) to college students and high school students mainly just entered the community of youth and others, giving people this age love sports, having respect for trendy fashion and trends of the characteristics, have their own thinking, active independent life advocates and attitude to life, vibrant, positive, eager to true self, to prove himself, the demand for individuality is unusual, to get recognition, incentive ideas and attitude towards life. Middle-aged (26-45 years old) on brand personality needs:, the concept of identity-based, encouraging; the elderly (over 46 years): the pursuit of health, safety and national pride.

 

The second step, to determine the presence of personality carrier

 

A brand to show the brand personality of the carrier there are many, but as a newly created brand, consumers should seek out the most vulnerable and the most direct contact with the carrier, the easiest carrier, such as the identity of brand identity elements (such as Nike Classic "One hook", it conveys just do, there may be positive for the personality), slogans (Li Ning's "Anything is possible" pass a kind of confidence), Price (high price positioning is upscale , rich, status symbol).

 

The third step is to determine a method to build brand personality

 

In shaping the brand personality of each brand, when in order to use a fixed formula is very difficult, and each brand has are derived from different backgrounds and resources, but marketing experts are considered, the process of establishing the brand personality in, or have some work with a common role, it can play a role in our guide.

 

1, from brand positioning and core values ​​of departure;

 

2, emotional approach to building brand personality;

 

3, in the establishment of the brand personality, attention to consider the future desired target consumers;

 

4, brand personality should not be too complicated, otherwise the consumer no fit in, but not recognized by consumers;

 

5, brand personality in the minds of consumers establish a long-term process that requires constant investment. (Chinese shoes Network - the most authoritative and most professional shoe Information Center)