The Influence of Concept Change on the Brand of Labor Insurance Industry

Huali is China's earliest brand of fashionable rubber-soled shoes. In the 1970s, back-force shoes were almost the only symbol of sports and casual footwear. By the 1980s, having a pair of pull-back shoes was a sign of the influx of young people. After the reform and opening up, a large number of sneaker brands entered the Chinese market. Although the back force is still well-known, it is no longer the first domestic brand. Now people's impression of the backshoe is associated with the peasant worker class because it is cheap and durable, and it is no longer a high-end brand.

In the early 1950s, with the start of the Chinese rubber industry, the Chinese People's Liberation Army changed from wearing cloth shoes to wearing liberation shoes. The history of brand preference changes is the most vivid life history. What ultimately competes between brands is the understanding of a generation’s values ​​of life. Whoever understands it is more likely to win.

The replacement of China's labor market protagonists may breed a group of high-quality local brands and even great brands. But most people may not have thought that this story will develop so fast. A survey shows that from protective masks to safety shoes, the market occupied by big international brands is slowly being taken back by local brands. As the popularity of the company expands and the branding efforts increase, the protective mask brand in the impression of the Chinese people is becoming increasingly dazzling: Zhejiang Chaomei, Shanghai Kaikai, Jingzhou Chuangchong..., and the domestically-made premium brands in protective shoes also appear in people’s sights. :Jiangsu Shield King, Wenzhou Xumei, Zhejiang Heiner......

The market competition of labor insurance products industry not only needs excellent product quality, but also tests the brand's market fit and market leading ability. For China's industrial upgrading, this is an indispensable piece of the puzzle. Chinese brands are catching up in this area, and high-speed rail and other high-end manufacturing industries are just as worthy of praise.

Some people have analyzed that the biggest advantage of Chinese companies in a new round of market competition is to “observe words and comments”: timely capture the needs of individualized consumer ages, and accurately grasp the reverse design of Chinese elements after an international epidemic, and face changes in preferences. Turn around faster. At the same time, the development of the mobile Internet has weakened the advantages of international big-name channels in large department stores, supermarkets, and duty-free shops, and provided another fulcrum for the rise of domestic brands. More understanding of consumer product design, more light marketing model, so that domestic brands in the process of market upgrading has been the opportunity to turn overtaking.

In fact, with the Chinese market gradually entering the era of quality, creating a number of excellent and even world-famous Chinese brands is not a distant matter. On June 12, 2017, the "Safety Shoes and Industrial Shoes Industry Industry Special Exchange Conference" jointly organized by China Textile Commerce Association and Hong Kong Shoes Trade Association was held in Hong Kong. The exchange meeting deepened the impression and understanding of the shoe companies on both sides of the Taiwan Strait. It also strengthens the cooperation intentions of the shoe makers in the future, and will further explore the excellent enterprises of safety shoes on a larger stage. Each activity of the association's member units is a microcosm of the continuous development of Chinese local brands and the search for breakthroughs. At present, more and more national brands in the labor protection industry have broken through this window paper. Product operations “go on the go” and product quality “goes up”, and “going out” in the development landscape. The future is promising.

The final competition between brands is not only the level of prices, the beauty of packaging, and the narrowness of channels, but also the understanding of a generation's life values. The growth of Chinese brands is by no means a continuously localized script, but a story that always opens the door and embraces the world.

This all-round competition has given Chinese brands a chance to catch up with the beach and must follow the trend so that the list of great brands born in China can be written longer. We also wish the national brand of the labor insurance industry to step out of a broader world. (China Labor Safety Net Editor Yi Bing)

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