Behind the Development of Dialysis Shoe Enterprises' "Renamed Heat"

It is reported that the current rebranding of shoe companies is becoming increasingly popular. Some shoe companies believe that changing the name of the company to a newer or better-suited name for its brand strategy operation will, to a certain extent, help to more fully enhance the diversification of corporate brand operations. According to the most recent data, the Quanzhou Industrial and Commercial Bureau changed its name in the first half of the year to 64. Can be the root cause, in the end is what causes some of the shoe companies are happy to change the name?

"Shoe companies changed their names because of the expansion of brand development business." If the shoe industry experts commented that, as originally only the production of shoes, the company is likely to do business with the development of clothing. At this point, the original company name can no longer cover its scope of business, and the company’s name can be renewed without delay. A few years ago, Ms. Huang, the head of a shoe company in the Chenye Industrial Zone where the company’s name and font number had been replaced, stated that the name of the factory that appeared on the packaging of the garment was actually a shoe company, which would make people feel uncomfortable from any angle of view. . It is true that in South Anhui, the number of shoe companies that have adapted to the development of the brand strategy through “changing the name and surname” is also increasing.

Since last year, the Quanzhou Industry and Commerce Bureau has accepted nearly 200 changes in company registrations, many of which are in the shoe industry. Most shoe companies change their names because of diversion, change of shareholding system, or because of the establishment of a group and the parent company's name as a group name. After all, the original shoe company's name directly reflects its initial industry and business, so if the business field has a major change in direction, shoe companies are best to change the name, otherwise it will give people the feeling of "hanging sheep to sell dog meat." For example, Mulinsen Outdoor Products Co., Ltd. is a good example. Last year, Fuzhou Footwear, which is known for its production of “Mulinsen” high-end leisure shoes, began to transform into an outdoor product market and established an independent “Mulinsen Outdoor Products Co., Ltd.” that specializes in outdoor outdoor products.

However, when shoe names change their names, they also face the risk of “starting their own way”. In this regard, the footwear industry said that in the decision to change the name, the footwear company legal person should take into account in the next 10 years -20 years, whether the shoe business field is still possible to expand, in which direction to go and other issues. In addition, in changing the font size and design logo, shoe companies should also grasp the essence of their own brand development, characteristics and creativity, define the psychological motivation of consumers to buy the brand, so that the image of the shoe company 'resident' in the customer's memory.

It is true that behind the change in behavior is the adjustment taken by the shoe company based on its philosophy and strategic direction, which inevitably brings certain risks. The shoe company must be fully prepared so that the new name can inherit the foundation of the original name, which is beneficial to the next step. development of. At the same time, it should be noted that once the shoe company replaced the name of the name, the previous publicity investment may be lost. Therefore, unless it is a last resort, invested a lot of money to advertise the brand shoe, it is best not to easily change the font size.