Neiliansheng: a Chinese Time-Honored Brand's Fashion Orientation Transition Road

Neiliansheng Shoes Co., Ltd. (Neiliansheng) originated from a historically well-known brand founded in 1853.
The early development of the target market and product positioning was largely driven by the social changes and political environments in China.
At the beginning of the 21st century, like most time-honored brands in China, Neiliansheng was considered as a traditional brand with middle-aged and elderly male customers as its main consumers, and its market prospects were dim.

Xu CHENG, the vice manager with a modern business management education decided to implement the strategy of transforming the Neiliangsheng brand to reflect modern fashion.
The core issue of this strategy was how transform a time-honored brand so that it enters the vision of the younger generation of consumers.

Through this case, users will understand how a traditional brand should advance with the times and maintain youthful vitality.

- Apply the concepts of market segmentation, targeting and positioning in strategic marketing planning
- Perform environmental scan on factors including competition, regulation, economics, society and technology that would influence a product's market and expansion and a company's business growth
- Understand how a traditional company should advance with the times
- Become familiar with how to attract the attention of young consumers in the digital age

Neiliansheng, Chinese time-honored brand, Fashion orientation transition, Handmade cloth shoes, IP authorization

- Students in Master, Specialized Mastères
- MBA, Executive MS

For executives and managers in continuous training.

Shoe Industry

Debriefing PowerPoint : 10 slides

Année de la problématique : 2021

Livraison : Livraison par lien de téléchargement

Nombre de pages : 15

Temps d'utilisation : 1h30

Code du secteur d'activité : 19 - Industrie du cuir et de la chaussure