Products and brands are very different, and operating products are different from managing brands and have their own special laws that need to be explored.

China's social development has ushered in a new era, and the PPE industry has also encountered opportunities for development. Wenzhou Xumei Technology Co., Ltd. embodies the characteristics of solving social contradictions in a new era on a pair of safety shoes. The concept of serving the safety and health of workers is permeated in the corporate culture, corporate values, and corporate goals, and safety shoes are promoted in a new era. The added value.

At the beginning of the new year of 2018, the general manager of Zhejiang Wenzhou Xumei Technology Co., Ltd., a member of the Zhejiang Safety and Health Protection Products Industry Association, general manager Xiang Youchun told our colleagues in the industry about the Party's spirit of the 19th Congress, exploring products from the The road to branding.

1 Research trends

The product must move towards the brand, must conform to the trend of consumer demand. The practicality of labor protection products is the emphasis of the product. Therefore, in the safety footwear category, there are sales models that have the same style, the same function, the same material, and the maintenance of the inherent market share.

However, as more and more post-90s workers enter the market, the psychological needs of consumers have changed, and rational consumption factors such as appearance and protective performance are increasingly prominent. Only by grasping the needs of the market and satisfying the needs of the market, will the product be able to move toward the brand.

In the field of safety shoes, Wenzhou Xumei Technology Co., Ltd.'s efforts to meet market demand trends can be summarized as the following two points:

Overturns the traditional look of safety shoes. The appearance of traditional safety shoes is always black and heavy. Today, safety shoes can be like sports shoes, attracting young market consumers. At the same time, Wenzhou Xumei Technology Co., Ltd. is also researching and developing new shoemaking technology. While ensuring the protective function of safety shoes, it also makes safety shoes light and casual.

Refine multiple protection features. Through continuous exploration of material selection for soles and uppers, anti-static, anti-piercing, oil-resistant, anti-slip, and other protection functions are combined into one. At the same time, enterprises have formulated more detailed and specific levels than those of national standards in anti-static and other functions. These divisions can play a role in satisfying market protection requirements in the actual production of customized, multi-variety, and small-batch production. .

2 hard gas quality

Quality is the life foundation of the brand, and the protective function is the most important quality of labor protection products. In the PPE industry, there is also a tendency to cater to market trends. However, as the products are formed, they cannot wait to be introduced to the market. Ignoring product quality research has not yet risen to the brand stage and it has died.

The quality of the protective function of the safety shoes determines the degree of consumer satisfaction, and it is also one of the determinants of the safety shoe products to maintain the existence of a longer market. Today's laborers affirmed the protective function of safety shoes, and safety shoe manufacturers formed a brand equity virtually.

What is even more commendable is that Wenzhou Xumei Technology Co., Ltd. can maintain its stability in safety footwear products, which is a quality commitment to laborers. It is an important foundation for brand building.

Zheli PPE|A company that has been developing for 10 years. What do they have?

3 promotional ideas

Wenzhou Xumei Technology Co., Ltd. counts from the timetable for the traditional development of PPE companies and can be said to be a rising star. Looking back ten years ago, the company's position is not only the production of safety shoes so thin. Since the establishment of the company on the first day, this safety shoe manufacturer has had a modern enterprise development concept.

With the production of safety shoes products to promote the concept of the company, while merging the social development of cultural trends, the formation of today's "artisan spirit of innovation and wisdom."

The development concept of the enterprise, like the "PDCA" management method, the "7S" management method, and so on, will eventually become the added value of the product. The simple and pragmatic concept is an easy-to-remember thing, and it is easy to leave a good impression on people. . Wenzhou Xumei Technology Co., Ltd. has spread the corporate culture of “pragmatic, innovative, prestige, and quality”. When it comes to companies, the recognition of safety shoes produced by them naturally increases. In the future, the face of the brand has also been created intangibly. Become a safety footwear brand for lifelong advertising.

4 Industry Communication

The platform was set up by the association, and member companies quickly gained development opportunities and resources on the platform. Wenzhou Xumei Technology Co., Ltd. not only participates in the trade fairs in the industry, but also pays attention to the upstream and downstream exchanges with the industry. Discover market opportunities in the exchange and upgrade the production process in the exchange.

In product research and development, through the exchange conference, trade fairs quickly understand the needs of the market, real-time adjustment of the production line to meet the customized, multi-variety, small-batch, fast delivery market dynamics;

In brand marketing, it absorbs various successful marketing models and forms its own marketing style.

In product inspection, learn advanced management concepts and formulate actual management inspection procedures;

In the process, the introduction of a full set of shoe-making automation processes, and in some processes to improve, more in line with the needs of the company's production;

The production of a pair of safety shoes includes Wenzhou Xumei Technology Co., Ltd. to promote the spirit of artisans, concentrate on safety shoes, strengthen product development, brand marketing, strict product inspection, process standards, quality of each process, and improve the level of manufacturing Various efforts and pursuits.

The prospects of China's economic development in the new era are broad, and the leading role of "Made in Zhejiang" and "Standardization +" in the new era is at the forefront. Under the great development environment, the Zhejiang Safety and Health Protection Products Industry Association proposed to its member companies: to take quality as the core, lead the labor protection product industry to the mid-to-high end, and adapt to the needs of laborers for high-end and high-end protective products. Safe, comfortable, stylish and environmentally friendly experience.

At present, labor insurance products industry has the dual opportunities for product upgrading and popularization. PPE companies should, like Wenzhou Xumei Technology Co., Ltd., combine industry characteristics and actual conditions, reject low-end backward products, actively participate in various activities of the industry, and develop with industry associations. To jointly promote high-quality, healthy development of the industry, while improving the level of smart manufacturing and enhance the value of the company.