BOSCH Bird Shoe Industry Is Improving Steadily

Today, the homogenization of products and marketing methods is becoming more and more serious. The development of differentiated brands is the direction that many Jinjiang shoe companies are looking for.

And how to find "differentiation", this is an important issue related to the development of shoe enterprises, but also a difficult problem.

For this problem, Ding Shaoqing, general manager of Jinjiang BOSCH bird shoe industry Co., Ltd. has his own opinion. He thinks: "the product itself is not very different, mainly depends on how our enterprises give the product vitality.

Brand differentiation is reflected in the brand culture and connotation.

As a new head of BOSCH bird shoe industry, Ding Zong's unique understanding and long-term strategic vision of the brand make BOSCH bird win a place in the shoe market with brand names.

The unique "Korean style" positioning makes BOSCH bird stand out and become the focus of public attention.

Since its debut in China in the past 06 years, the brand of BOSCH bird has gained popularity among fashion fans in its fashionable design, new style and bold colors.

But Ding Zong, who has a long-term development vision, has a broader development strategy. He said: "for the time being, Korean style is just a slogan of the company. In the future, BOSCH bird will take the fashion of Chinese culture and create a fashion sense with Chinese flavor."

With the globalization of economy, the brand of the future will move towards the international development direction.

Of course, Ding also realized this, and the way of fashion movement with Chinese culture should also face internationalization.

But he said that the company must first do well in the domestic market to bring the products with Chinese culture into the international market, and BOSCH bird has made efforts to make preparations in this regard.

The company successfully launched the brand clothing series this year, which greatly increased the confidence of the company and agents.

At the same time, the English name "BOSNO" with a sense of fashion can also promote the overall upgrading of brand, product and image. It has become a good start for BOSCH bird to enter the ranks of international brands.

It is far from enough for enterprises to have good products, so how to smoothly enter the market through promotion is the key.

For brand building and promotion, Ding Zong thinks, "brand is not in the product itself, but in the connotation we give it".

And a brand can not be done in two or three years, it is to accumulate through years, is rich culture.

Therefore, the promotion of brand building should be carried out step by step.

For the brand communication, Ding always used a very vivid explanation. He said: "one person says that it is a" mouth ". Two people say it is two" mouths ", and three people say that they are" products ". Therefore, brand communication does not stay on the surface of a single vision, but relies on good product quality and popular design to get consumers' favor, so that the brand can form a good reputation in the consumer groups, thereby enhancing brand awareness.

How can we expand the brand communication?

Ding Zong said that in the second half of this year, the company will increase the intensity of brand communication and promotion through the Internet, outdoor advertising, television and other media.

How can we make the brand promotion get twice the result with half the effort while increasing the promotion efforts?

One of the important magic weapons is to make good use of it, that is, brand spokesperson.

In the 07 year, in order to promote its brand, BOSCH bird began to look for ambassador to match product positioning.

At this time, Ding Zong's keen eye was on the Korean pop star Ahn Chil Hyun.

Facts have proved that Ding's choice is correct.

Ahn Chil Hyun's image of fashion and personality and the influence of super popularity have played a positive role in promoting BOSCH's brand, market development and sales.

"Ahn Chil Hyun can play such a good brand communication effect, in addition to the strength of external forces, but also with the company's late investment in the spokesperson has a very direct relationship."

Ding Zong said: "a lot of enterprises in Jinjiang are asking for spokesmen, but they are not good at asking for spokesmen."

And BOSCH birds are different. The company not only actively promotes the promotion of spokesmen, but also increases investment in the terminal image. At the same time, it also makes promotional products to promote spokesmen vigorously, so that the brand image and spokesperson can be perfectly integrated and mutually beneficial.

In the short span of two and a half years, from the single shoe production to having its own brand clothing, and the rapid opening of the market and the popularity of consumers, BOSCH bird is inseparable from the company's decision making.

At the beginning of the brand establishment, the company decided to make painstaking efforts in product development and terminal market network construction.

In product research and development, the company is deeply aware that as a fashion brand, product design is very important.

In order to make the design more fashionable and more popular, the company has not only set up a high quality and professional design team, but also organized a design team to go to Korea to learn from each other every year, sharing color matching with local designers, designing the edition style, and grasping the trend of fashion fabrics.

In the aspect of network construction, the company has also accelerated the pace of network construction in the first tier cities nationwide.

"So far, the company has established more than 150 stores in the country. It is estimated that the number of stores will reach 300-500 this year, and may even exceed."

Ding Zong said.

In addition, the company also strongly supports the terminal network construction of agents. In addition to subsidized payment, the company also provides auxiliary stores such as shelves and accessories.

Dante also said: "these support efforts must not be too hasty. If we do not consider the actual situation and blindly support, we may drag the head of the company."

Therefore, for an enterprise, the pace of brand building and promotion should not only be faster but also more stable.

As Ding Zong said, step by step and step by step.

Only by making good use of their own resources and laying a good foundation can enterprises take advantage of wind and waves in the shoe market.