Multi Brand Development Strategy Of Chinese Shoe Enterprises

During the 2008 financial turmoil, many domestic

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The multi brand strategy of shoe industry is an effective way to improve the market share of products.

Many consumers belong to brand changers, seeking novelty and novelty, like trying new products. We must seize this kind of consumers, and the implementation of multi brand strategy meets the needs of consumers.

From women's shoes, when women buy shoes, they value fashion and fashion, and avoid hitting shoes with people, so they often try to buy different brands of shoes.

At the same time, multi brand strategy can make shoes enterprises occupy the market to the maximum extent, cross covering the consumers, and reduce the risk of enterprise operation. Even if a brand fails, it will not have much impact on other brands, providing a more flexible and stable operation space for the future development of shoe enterprises.

Different brands of shoes are located in different market segments, and their advertising appeals and interests are different, which enables enterprises to go deep into different market segments and occupy larger markets.

Take BELLE as an example, BELLE made the first segmentation of the market in women's shoes enterprises, and adopted a multi brand business mode, with distinctive styles and clear positioning among the brands.

For example, Teenmix and TATA are all located in young women around 20 years old. Teenmix's style is casual and comfortable, TATA is more fashionable and formal, while the main brand BELLE locates in 25~35 year old young women with a more mature style. Staccato is the representative of high-end shoes, emphasizing the sense of design and excellent manufacturing processes and materials.

The implementation of multi brand strategy has added new vitality to the development of enterprises, but there are still many problems in its implementation.

Many brands exist at the same time, so shoe companies must have more input.

If brand differentiation is not obvious, some brand products will be left out of the market, which will increase the risk of their own competition.

At the same time, some shoe companies blindly expand the market, extend many brands, and lose sight of one another. They not only damage the image of the main product, but also lead to psychological conflicts among consumers.

With the intensification of market competition, more and more brands are rushing to appear one after another.

Shoe enterprises should expand the advantages of many brands and stand out in many brands. We must make full efforts to do market research work, listen to the real needs of consumers, formulate a complete multi brand strategy plan, grasp every link in the implementation process, step by step, and seriously deal with various market unexpected problems, so as to make the multi brand strategy achieve the desired effect and let the development of shoe enterprises shine brightly.