Shoe Enterprises Should Establish Differentiated Innovation Marketing To Enhance Brand Awareness And Influence.

< p > < strong > advertising marketing < /strong > < /p >

< p > advertising is the most common means of promotion in the traditional shoe enterprise's marketing strategy.

In many advertising bids, many shoe companies have invested heavily in advertising.

Newspapers, outdoor advertising, television advertising and other traditional media are always lack of footwear advertising.

For example, in 2008, XTEP beat Adidas and Anta won the "CCTV 2009-2010 sports match live partner" for 156 million yuan. After a year's advertising campaign, the annual sales volume of XTEP's official website was greatly improved.

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< p > but brand marketing can not simply use advertising in a single way. After all, consumers' awareness of brand is very limited.

With the rapid development of information technology, traditional shoe enterprises can not rely solely on advertising promotion, but rather need diversified marketing strategies.

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< p > < strong > star endorsement < /strong > /p >

< p > star has a large number of loyal fans. Many shoe companies seize the "star effect", locate and integrate the enterprises, and promote the brand with the influence of the spokesperson.

The emerging brand Iverson brand has used its famous star Allen Iverson's "star effect" to sign a brand with Iverson, so as to quickly enhance brand awareness, making Iverson basketball shoes a new favorite for basketball fans.

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< p > even if the international famous brand < a href= "//www.sjfzxm.com/news/index_x.asp" > Adidas < /a >, it also attaches great importance to the marketing strategy of celebrity endorsement.

The famous Adidas musician Eason Chan's endorsement of Adidas Trifolium shoes is very creative in advertising form, from TV advertising to Eason Chan personality image packaging and music promotion, the popularity and coverage of Adidas clover in China is expanded again.

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< p > < strong > sports marketing < /strong > < /p >

< p > and many a href= "//www.sjfzxm.com" > sports brand < /a > the rise is through sponsoring sports competitions, relying on sports marketing to enhance brand awareness.

Take Lining as an example, the popularity of the official website of Lining has been greatly enhanced, and the Olympic clothing sponsorship has played a great role in spreading. From 1992 to 2008, the Olympic Games, Lining was the award winning costume sponsor of the Chinese sports delegation.

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< p > < strong > cross-border marketing < /strong > < /p >

< p > when Adidas launched the new Qingfeng series Adidas running shoes, im2.0 interactive marketing was formally launched for Adidas's mobile game App "Bao Qi Qi Bing".

Adidas has built hundreds of pairs of ClimaCool cheap breeze running shoes with a price of nearly 1000 yuan in the game for players to snatch. All the promotion channels that they have mastered are launched around the App. In just two days, Apple's AppStore sports free games list has reached second, raising the brand awareness of Adidas's Qingfeng series.

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< p > 2010, Semir brand made a deep cooperation with the hero theme movie "Iron Man" of Hollywood, breaking through the traditional entertainment marketing, bringing 4 billion 680 million of its income, ranking second in the local casual wear market, and increasing the flow of Semir official website. Consumers' cognition of Semir's brand image is more profound.

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< p > < strong > network marketing < /strong > < /p >

< p > with the development of Internet and the increasing number of Internet users, more and more shoe companies regard network marketing as the most crucial marketing strategy.

Many sports brands rely on strong user coverage and capital to enhance brand awareness through self built websites.

The constant expansion of Anta's official store has led Anta brand to shift its focus to the Internet.

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< p > many shoe companies are actively innovating marketing methods. Many traditional shoe enterprises have embarked on the road of e-commerce. For example, the famous women's shoes brand Jing Rui has launched the official flagship store with the footwear e-business shoemaking network, and sales performance has increased significantly.

The famous brand of children's shoes, Disney's brand, and Taobao, racket net and other e-commerce sites have not only increased sales, but also been recognized by more and more consumers.

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< p > < a href= "//www.sjfzxm.com/news/index_cj.asp" > shoes and clothing e-commerce > /a > in marketing force, the influence on shoe enterprises can not be ignored.

In addition to the above channel cooperation, the e-commerce website is also deepening in the way of marketing cooperation.

The Jordan brand also improves the sales of Jordan series basketball shoes by enhancing the added value of products with e-commerce websites.

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< p > diversified marketing is the magic weapon for the traditional shoe enterprises to win. Footwear companies must maintain a high sense of marketing sense, and change the market situation and establish differentiated innovative marketing models, so as to enhance brand awareness and influence.

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