中国鞋企，跨越在于“专注”

• 作 者: 谭儒
• 机 构: 经理日报社,中国品牌经理人协会,
• 出 处: 中国皮革
• 发表日期: 2012年02期
• 关键词: 鞋业 中国 促销活动 中秋节 销售情况 品牌 营销

许多商品在中秋、春节等大型节日期间都推出的一系列促销活动,力度空前,优惠空前,但是,回想今年的中秋促销与以往中秋节不同,在商场上很难见到鞋企品牌促销的身影,为什么呢?一位从事鞋业多年的营销老总告诉笔者,今年鞋业的销售情况还算理想,但是,很多鞋企已经把产业重心转移到别的行业中了,对鞋品营销采取的是听之任之的态度。本品牌观察员断言:缺少“专注”精神,移情别恋,鞋企的这种现象必然会使中国鞋业雪上加霜。

Many products in the Mid-Autumn Festival, Spring Festival and other large festivals have launched a series of promotional activities, unprecedented strength, unprecedented preferential, however, recalling the Mid-Autumn Festival this year, unlike the previous Mid-Autumn Festival promotions in the mall is difficult to see the shoe brand promotion figure , Why? A marketing manager for many years in the footwear industry told the author that this year’s footwear sales are still ideal, however, many shoe companies have shifted the focus of the industry to other industries, and footwear marketing is taken His attitude. The brand observers assert that: the lack of “focus ” spirit, empathy, shoe phenomenon is bound to make the Chinese shoe worse.