It’s because of the support of brand power!

Therefore, the reason why other people's companies can become bigger and stronger is that they continue to invest in research and development in technology.

When you see it, you will feel that your company has a future.

Although they will spend a lot of money on marketing, they have never been ruthless in research and development.

What about us?

How many of our companies are engaged in research and development?

Especially these garment and shoemaking companies?

Just talking about making shoes, our domestic companies even really collect some Chinese foot shapes.

Then we rely on the foot shape of our Chinese people to make shoe lasts!

Therefore, the sneakers and leather shoes we buy in China often have problems of pinching or grinding the feet.

The reason for this is that those shoes makers are not serious.

These companies used to be OEMs in European and American brands, so the shoe lasts they used were designed according to the foot shapes of European and American people.

They are all European and American companies, and they have collected the foot shape characteristics of European and American people.

Then, based on the shape of European and American feet, the designed shoe lasts are developed, and then the shoes are designed based on these shoe lasts.

And these shoe styles are naturally more suitable for European and American people.

For us Chinese, our feet of the same length are completely different from those of European and Americans.

For example, European and American people have longer feet, while our feet, especially the soles of our feet, are wider.

This is what our genes determine.

So for the same shoe size, if you want to make shoes that are more suitable for Chinese people, your feet should be made wider.

Then there is the part of the tongue, and you have to do it higher because our arch is taller.

But those domestic shoe manufacturers, haha, are really hard to describe.

So, the shoes we buy will find that the comfortable wearing will be larger than your normal shoe size by one or half.

If you buy shoes according to the standard shoe size, the shoes you buy are either squeezed or stuck.

Many people who don’t understand think that the manufacturer’s shoe size is not standard, but in fact, it is because the manufacturer is reluctant to invest, and they are all the reasons why they use European standard shoe lasts to make shoes.

From this point of view, we can see why our brand has no product strength even after being built for decades.

To put it bluntly, there are no loyal fans.

When your shoes are cheap, there are some consumers.

But once your shoes rise a little, no one will buy them immediately.

Then the domestic sports brand manufacturers can only be sour, saying that you think Chinese people like to call IQ tax.

For those foreign brands, we use the same materials, and they are so expensive, why are you willing to sell their products?

But you don’t ask yourself, do you really have your own things?

For example, two domestic sports products that are very popular in China are now, one is one is one and the other is one is Ning.

You can go and see Adidas and Nike’s R&D investment last year.

In their financial reports, they can account for 7% or about 8%.

And to look at it, our two major domestic brands have less than 3% of their R&D investment.

Just like some mobile phone companies, assembly companies rely entirely on marketing!

Moreover, their shoes and clothes are definitely not cheap.

I always have seven or eight hundred pairs of shoes, and I always have hundreds of pieces of clothes.

The taller and more fancy co-branded design is quite good.

But he just doesn't have any real skills in using materials.

The sole is indeed softer than before, and what is available is BASF's patented boost particles.

Then change the name and it becomes their new invented product.

But the original version of the product will only decay if it is worn for more than a year.

But their materials can be worn for half a year...

Such a brand really can't last long.

The domestic garment and shoemaking companies that came to Ithaca to invest this time before leaving China.

They all participated in the entrepreneurship training of the Quanye Fund.

Here, professional lecturers explained to them how to create a brand.

For industries like garment making and shoemaking, which have a low entry threshold, advertising and marketing are naturally indispensable.

But the key is that you must form your own product strength, and then you can brand strength, so that a product can last for a long time.

Then the key is, how do you form your own product strength?

After all, with high-tech investment, these garment and shoemaking companies have low profits, so they cannot afford to invest.

At this time, these corporate alliances behind Quanye Fund are the support of these companies.

They will provide technical support to these clothing, shoes and hat companies.

Such as sole materials and clothing fabrics.

Then the most important point is that everyone must find their position.

That is to say, if everyone wants to form differentiated competition and build their own brands, they must highlight the characteristics of their own brand.

For example, if you make shoes, he makes hiking shoes, then he makes work shoes, and the other one makes sports shoes.

Everyone has their own characteristics.

Even if you make the same type of shoes, such as sports shoes.

His characteristic is that his soles are soft and elastic, which can provide good soles feedback to sports enthusiasts who like medium and long-distance running.

It is not easy to sprain your ankle, and it can also make people run faster and faster.

The other one does cushioning, which is suitable for people's exercise periods, reduces the impact on the soles of their feet and reduces damage to their knees and ankles.

Anyway, every company must have its own outstanding characteristics when making any product.

Then it is available for customers on the market to choose.

And everyone is secretly organizing a price alliance and cannot fight price wars at will.

It was under the guidance of Quanye Fund, which was quickly built their own factories in Ithaca area.

Then all kinds of overwhelming advertisements began to spread through the Internet.

Nowadays, advertising on the Internet is much more cost-effective than advertising on TV.

Moreover, finding internet celebrities to help endorse and promote is much cheaper than finding movies and TV stars to endorse.

The most important thing is that many manufacturers find that finding Internet celebrities to endorse, they can often have a more accurate position in their consumer group.

For example, when you advertise on TV, you may have to do it due to time periods or channel issues.

You can't cover many consumers.

But if you find an internet celebrity with a high degree of correlation with your brand, most of his fans also have the same hobbies as him.

In this way, with this internet celebrity as the endorsement, you can push advertisements to your potential consumers more accurately.

This way, the advertising will be more effective.

So with this idea, in just over a year, several "local characteristics" brands have emerged in the Copper Kingdom.

And these brands, without exception, are all invested by us Chinese here.

These companies are now operating very well, and there are even several of them, which have become the national brands of Tongguo...
Chapter completed!