The first step is sales.

I firmly believe that only sales can have a brand.

In 2007, it was shyly announced that it had entered the third development stage, which was a stage from brand competition to brand management and brand extension. In the first step, Deng also put forward the strategic goal of building "the first brand of China cloth shoes" and defined the brand character of the product as "freedom, individuality and youth". However, there has been no significant "business card printing movement" for a long time.

Some insiders began to question the "inaction" of the first step brand. Such a pair of cloth shoes with the highest ex-factory price in Jinjiang, cloth shoes with excellent sales in many large wholesale markets across the country, and even cloth shoes that can blossom everywhere in the nail market like Guangzhou, why are brand promotion always slow or even completely out of step?

As early as three or four years ago, Jinjiang set off a large-scale brand-building campaign. In the Jinjiang model of "brand first, product later", it has indeed witnessed the bombing of sporting goods brands by stars and advertisements, including many big names in the industry such as Anta and Xtep. Why didn't you achieve the "first step" of product strength?

So far, the first product album still has no celebrity endorsements, only shows models, mainly products. "The star effect will never last more than three years. Occupy the market with products and quality is the foundation of the brand. " Li Huawei explained the reason slowly. He was not afraid of having no endurance. Through word-of-mouth communication in the market, he re-planned channels according to market maturity, and then built a brand. Look at those enterprises with stars and advertising signs. After all, there are only a few successful enterprises. Most of them are aggressive in the brand and pay a lot of money for the products that are very popular. The capital overdraft is serious, the terminal products are scarce, and the product stamina is insufficient, which makes them like eggplant beaten by frost. Now they are struggling in the downturn.

Therefore, do not follow the trend, do not grandstanding, and insist on opening the brand with sales. This is the first step of "reverse thinking". Now in those large wholesale markets, they are all called "cloth shoes Anta". Not only depends on the market feedback, but also depends on how many shoe factories around Chen Dai started the cloth shoes business driven by the first step. Some of its emerging production technologies are often imitated by surrounding industries, which makes Li Huawei laugh and cry.

However, the brand impression of first step with good quality is becoming more and more obvious in the market. In order to avoid out of stock in the market, now, "we have stopped all foreign trade orders and OEM orders required by brands such as Guibird and Qibohui, and went all out to produce our own brands." Li Huawei said with a smile, in the past two days, we have added two disc players to cooperate with production.

Firmly lock in the aesthetic needs of young people

Since the first step of the brand was officially launched in 2004, although there was no celebrity endorsement and no advertising bombing, it became famous by word of mouth. The market operation of the "First Step" brand is becoming more and more mature, and the maturity and good quality of the market make the first step even more powerful at this time. The overall monopoly system in the brand plan has also entered the countdown to the start of planning.

Brand building, never forget to ensure the quality and style of products. "Today's young people pay more attention to comfortable and relaxed life enjoyment while pursuing fashion and personality. Leisure canvas shoes are favored by more and more young consumers because of their personalized design and comfortable wearing characteristics, and the market demand is growing day by day. If the brand of cloth shoes wants to be recognized by consumers, it must have its own distinctive personality. " Li Huawei told reporters.

Therefore, in terms of shoe styles, Deng brand will not only focus on the development and design of cloth shoes, but also keep up with fashion trends and tap potential fashion trends. "Nowadays, retro style and the trend of shoes are popular. First step Deng also appropriately added shoes and vulcanized shoes to his cloth shoes system. Vulcanized shoes series will also be promoted and operated as a high-end brand like' Day and Night'. " At the same time, the bottom die will be constantly replaced every year to cater to this leisure trend.

"In order to catch young consumers, in terms of design, we use young teams to develop new styles from a young perspective. In terms of fashion design, we also find out the feelings that young people pay attention to according to their aesthetic concepts." Li Huawei has his own agenda.

In Guangzhou and Zhejiang, Zuxiadeng has begun to test the small monopoly mode, and even opened eight direct stores in Guangxi, and authorized OEM tying clothing and accessories, and began to combine regional sales or counter mode. This is the gradual upgrading of Zuxiadeng's brand upgrading project and brand culture construction, and it is also a perfect turn of brand interpretation. In 20 10, it is planned to open 8 direct stores to continuously enrich and improve product categories. I believe that "building the first brand of China cloth shoes" step by step is just around the corner.