Huian Shoe Companies Are Changing From Foundry To High-End Brands.

　　从主要依赖出口代工到试水运营高端品牌，借助“外脑”提供品牌化管理运营诊断与辅导服务，惠安一家鞋业龙头企业正在尝试华丽转身，翻开“二次创业”新篇章。

First locate the station.

Export foundry has been doing for nearly 20 years. Fuji has accumulated rich experience in shoe industry and has become a leading enterprise in the industry.

However, in recent years, the pressure of shoe making industry is increasing day by day. This has also prompted Fuji to "change" and launch a brand new "Arno" brand, which is intended to enter the domestic high-end market.

"There is no demand for essential resources, there is no clear positioning of the brand vision, brand operation system is not combed out."

Wang Chengye, chairman of Quanzhou financial intelligence and business planning Co., Ltd., has been invited to identify three "short boards".

As a director of local management consulting agency, Wang Cheng Ye has always called on SMEs in Quanzhou to attach importance to systematic management of brand marketing.

He believes that the brand culture concept is the "heart" of the brand. It is the guidance of all brand identification system construction activities, including brand strategy positioning, brand core value, brand personality, brand story and other elements.

It is based on the research and analysis of consumer demand and market competition environment, combined with the advantages of enterprises, the management consulting intermediary project team has established a new brand strategy positioning for Arup, refining the scarce concept of sales power, and finding the soul for the enterprise management structure.

    　　“落地才开花”

After the creation of brand culture, the project team began to make a unique image planning for the brand.

The logo design, product and packaging development and design should be creatively and standardized, so as to develop a complete set of brand recognition and application system with highly distinguishing characteristics.

"Selling point mining and planning and shaping, to increase the persuasiveness of brand appeal."

Jarno brand leader said.

"Sort out the selling points of products, find out where the sales outlets are, how the lines should be pulled, and how they should be spread."

Wang Chengye introduced that, like "running a restaurant, we must pay attention to the turnover rate of the box."

The effective layout of resource elements, production factors and market elements should be emphasized.

Tailor-made terminal strategy for enterprises, enabling enterprise resources to connect with consumers faster and achieve effective output.

"We have formulated the brand 3 to 5 years development plan, the annual brand marketing plan, assists the planning market area, formulating the preferential investment policy, carries on the terminal opening profit analysis, and assists the company to perfect the marketing team management pattern."

The brand of Jarno brand is responsible for the establishment of a complete brand operation and systematic management mechanism, so that brand marketing can take a "leisurely road".