Abstract: Starting from the concept and connotation of ingredient brands, this paper analyzed the push strategies and pull strategies of ingredient brands, and believed that push strategies and pull strategies were effective ways for ingredient suppliers to explore downstream market channels. Based on the perspective of leather suppliers, it was proposed that a good brand image was the key to the successful implementation of ingredient brand marketing strategies. Five ways for leather suppliers to shape their brand image were explored, including brand positioning, brand logo, employee brand awareness, product quality and service level, and brand promotion methods. Finally, based on the existing research, an ingredient brand marketing path for leather suppliers was proposed, providing reference and ideas for enterprises in the same industry and industrial intermediate product suppliers to implement ingredient brand strategies.

Key words: leather supplier, ingredient brand, brand image, marketing strategy