Brand Promotion And Development Of Children'S Shoes

In order to create and upgrade the brand of children's shoes quickly, improving the category structure and optimizing the structure of the channel are two "stumbling blocks" that must be overcome.

Every obstacle is enough to pose a fatal threat to the promotion and development of children's shoes.

The following are distinctive consumption characteristics: 1, wearing short life cycle and reducing brand sensitivity; 2, decision makers, purchasers and users are separated; family one-stop shopping features are obvious; 3, strong trust in terminal shopping guides, leading to more recognition of retail brands in shopping malls; 4, because children are mainly wearing school uniforms, they have low requirements for other categories of clothing, so the urgency of children's shoes is more urgent than that of shoes and clothing; 5, the joint sale between children's shoes subdivision categories is obvious, resulting in high demand for shoes subdivision category combination and low demand for shoes and clothing collocation; 6, consumers' dress evaluation directly affects their subsequent purchase decisions for other categories. Compared with adult shoes, children's shoes have

In view of the above reasons, children's shoes enterprises may go astray if they adopt the marketing mode of adult shoes.

It is the consumption characteristics of children's shoes that directly affect the improvement process of each category of children's shoes brand, and the development pace and upgrading direction of their channel formats.

Speaking of monopoly mode, it does not simply refer to franchised stores.

Franchised stores are only one manifestation of retail mode of monopoly mode.

As long as we focus on brand image and concentrate on displaying brand products, we should regard it as the beginning of monopoly pformation.

Judging from this point of view, the sale of specialized frames has in fact sounded the horn of monopoly pformation.

From the sale of special shelves to the sale and sale of special counters in special areas, and then to the sales and sales of exclusive stores, it has just experienced the process of "sowing, rooting, sprouting, flowering and results" in the monopoly mode.

As the latecomer of the monopoly mode of footwear industry in China, children's shoes enterprises should start with the monopoly mode in the initial stage. They should emphasize that the flexibility of the monopoly is greater than the norm, and the area is better than the single store intensive cultivation, that is, the formal monopoly: the unity of the brand image and the promotion and popularization of the brand.

After all, children's shoes enterprises are lagging behind in the construction of terminal outlets. The bulk outlets under the original wholesale mode sell a large number of children's shoes and brands.

In the initial stage of its pition to monopoly, more manifestations are hanging on the door image and shelf image of a children's shoe brand, and the dominant category of the children's shoes brand is the main sales category, and other children's shoes brand's other categories are supplemented.

This is the reality of children's shoes market, but also the helpless brand of children's shoes.

At this stage, insisting on the exclusive sales of its own superior category in the monopoly terminal will become the bottom line for every child shoe brand to insist on developing the exclusive store.

Because if we insist on the real sense of the whole category brand monopoly, the terminal pformation and channel upgrading of children's shoes enterprises will be difficult and remote.

If children's shoes brand can not expand the number of outlets quickly, they will lose the necessary bargaining chip to participate in the footwear market competition.

When the children's shoes enterprises have a firm foothold in the terminal, they naturally step into the promotion stage of monopoly: they emphasize that the monopoly norm is greater than flexibility, single store intensive farming is better than horse racing enclosure, and emphasize the monopoly of content: the structure of goods is unified and the operation and management are unified. In the choice of customers, we should attract new customers to join in and guide old customers to develop more stores.

At this time, the brand of children's shoes, by insisting on the exclusive sale of their own superior categories, promotes the recognition and acceptance of the terminal consumers to their products and spleen, and gradually expands the category structure and gradually changes the category of other brands. This is the strategy of "flower and wood catching" for the development channel of children's shoes brand development.