Shoe Enterprise Competition "Four Senses" Decide Success Or Failure

　　国内鞋市正呈一片群雄逐鹿之势，鞋企为了更大份额占得市场，想方设法应用符合公司运营的策略争夺市场糕点。

With the gradual improvement of people's living standard, in the environment of faster and faster pace of life, people have not spent too much time on spending hesitation, making a purchase decision smoothly, and products usually accompanied by brand support are usually favored. It seems that the brand has become one of the signs of this fast paced era.

The brand has not only changed our life, but also created its own new value.

Nowadays, many shoe enterprises from upstream brand building to downstream brand operation, have developed 4 senses to help.

    　　触觉——产品优质取胜 

Brand is the vitality of the enterprise, good brand is the pass of the best seller in the market, but the product is the root of the brand. When the market competition gradually develops from the local price competition to the brand competition, quality assurance becomes a vital magic weapon.

When people choose to buy a brand product, they tend to pay attention to the quality of the product. If the shoe company only stays at the table level when it runs the brand, it is difficult to make the brand stronger and bigger.

Therefore, shoe enterprises should understand the competition of the market and maintain the differences between the products themselves.

We need to have a broader understanding of the competitive advantages and disadvantages of the brand products, optimize production equipment and improve the technological level, just focus on the needs of consumers.

In addition, it is important to maintain the difference between the brand itself and the brand according to the advantages of the brand. This is a critical cycle from quality to the inevitability of brand formation.

    　　视觉——产品个性制胜 

With the increasing demand for the quality and appearance of shoes, shoes are not only a simple daily necessities, but also more and more popular products.

Nowadays, the market has seen such a situation: the domestic shoes are mostly designed in the same way, lacking originality, and most of them are imitated by homogenization.

In the face of fierce competition, the domestic market will continue to carry out price war. Foreign market relies on low cost comparative advantage. It is difficult to make a breakthrough. The breakthrough point of shoe industry is in design. A large number of high quality shoe design talents stationed in shoemaking enterprises are the key to the sustained and rapid development of the footwear industry.

Obviously, the value of a product is higher than that of other brands in the eyes of consumers, so its value in the minds of consumers is immeasurable. With such consumption psychology, personalized premium becomes a very natural thing. It speeds up market development with personalized products and continuously improves the competitiveness of terminals.

  　　  嗅觉——原料环保制胜 

It is understood that the majority of the domestic production of shoes, the use of traditional oil-based adhesive, and the adhesive used is basically solvent type, which contains more than 80% of the solvent, so our shoe industry every year a large number of organic solvents are discharged into the atmosphere.

These organic solvents enter the atmosphere and then are photooxidized to form a large amount of photochemical smog and acid rain, which seriously pollute our environment.

Therefore, for shoemaking enterprises, the use of environment-friendly water-borne glue instead of traditional oil-based adhesive is often more acceptable to people. After all, the earth is now facing the limit of the 9 major resources. We should firmly grasp this fatal position and be a corporate social responsibility company, so as to curb pollution sources as much as possible and promote greater development in shoemaking.

    　　听觉——口碑效应制胜 

For footwear products, good quality can be publicized in the mouth of consumers, and good brand image can be established through oral communication.

Word of mouth can often push corporate sentiment to the cusp.

Therefore, enterprises are required not only to provide good products and services to customers, but also to learn how to establish and maintain long-term and close cooperative relationship with customers. This requires enterprises to invest in certain feelings and win customers' trust and preference through their psychological communication and emotional exchanges, cultivate customer loyalty and attract more new customers, so as to expand market share and strive for greater competitive advantage.

This is the so-called emotional marketing, taking the customer's personal emotional differences and needs as the core of the brand marketing strategy of the enterprise, by adding emotion to the core of the brand, increasing the core culture of the brand, and releasing the core emotional energy of the brand in the process of product marketing, supplementing the function of the product, catering to the needs of the customers, and stimulating the customers' purchase desire with the effectiveness of word of mouth, so as to achieve the business objectives of the enterprise.

In 2010, in the face of the new economic situation and market development opportunities, shoe enterprises are bound to have confidence in making brands bigger and stronger, and formulate systematic strategic guidelines, such as the four senses mentioned above, so as to increase market share.