Shoe Brand Strategy At A Glance: Backdoor Can Become Predators
During this time, Houjie town mayor Chan Chung-ball has been busy the first foreign-invested enterprises in Guangdong domestic product preparations for the Expo. As the first “outside the Fair,” Deputy Secretary-General Secretariat of the Organizing Committee, Chan Chung-ball deep this “outside Fair” significant?? It to some extent, promote the export enterprises in Guangdong Province exhibitors domestic process, the Dongguan domestic export companies to switch is a rare opportunity.
Why the government and enterprises are on the show to be very important? Chan Chung-ball says, for those who have neither the brand nor channels to enterprises, show that they were docking and buyers the best platform, as opposed to Advertisement Advocacy and other forms of domestic policy, the costs show only the former is 1 / 8 or so, in other words, the efficiency of domestic sales through the exhibition for the way the other 8 times, the exhibition is the first choice for many domestic enterprises.
By Chan Chung-ball, then, now corporate desire for domestic sales channels can be seen, this one Financial Crisis in the export business for more “domestic” the word high hopes. But for the vast majority of companies intended to expand domestic sales, the domestic how? How to achieve and terminal Sell The butt? I am afraid most of these companies are looking for immediate answers to questions.
Show, after all, but can not solve all problems, for those committed to long-established business, brand building and channel development will be that they have to bypass the last two Dao Kaner.
One: Brand Raiders Have long road shortcut Belle train the way Ye Hao, Pak Shing short cut way or not, the goal is through the brand influence to promote sales. But having spent 5 years or 10 years to develop the brand of courage, very few companies, after all, in China, private enterprises and only then the life span of 5-10 years Bale. So around brand building, brand directly to domestic enterprises do processing there is not actually a good way to open the domestic market. The volatiles “backdoor” approach, the same is a fast and effective way.
Hua Jian: Brand crucial Hua Jian veterans, ” Export Women Godfather “Zhang Huarong also very busy recently. Zhang is working on China will be its JackieChan (Jackie Chan) in this Men Brand full into the domestic market. On brand management, marketing and market development, and other critical areas, Zhang Huarong to commission a professional brand operating agencies do, so Zhang Huarong Zhang this time in Shenzhen and Hong Kong keep running.
For Zhang Huarong, this year is to seek a breakthrough year. Although Chinese firm exports this year, 12 month term, Order Has been restored to 8 percent over the same period, but the Chinese firm remains confident that the domestic market more attractive piece of cake.
Back from the Chinese firm’s domestic history, but also return to Kennedy a few years ago China’s “Carver child” in domestic sales. After several years of development, “Crawford children” in the country has more than 200 direct sales stores, but the share of domestic sales accounted for Chinese firm just 3% of total sales.
“Group hope to this year’s domestic market share increased to 10%, focused on the introduction JackieChan, but also for the domestic part of the company will also provide some incentives.” Hua Jian, deputy general manager, said Chen Dan. But he admitted that the brand’s influence is not a day Tempered. And Zhang Huarong’s attitude is clear, engaging in domestic sales at least 3-5 years time, will pick up.
For “Carver child”, the Zhang Huarong is with profound meaning of the words. “Carver child” has been in the market for years, but for various reasons, the brand’s influence has been more limited, we can see that a brand’s growth in the end how long.
Belle: Brand Cluster
Now brand is so difficult, then there is no path that can successfully follow it? For brand building, or Xu Baili more right to speak. Belle Dongguan Branch General Manager Liu Hsiao Italy mentioned, Belle began in 1993 to market, from small to large, from weak to strong. So far, consumers Belle brand loyalty is something they are most proud.
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