Quanzhou Children'S Shoes "Borrow Chicken And Eggs" Open A High-End Tour

A few days ago, China Australia (Fujian) Sporting Goods Co., Ltd. announced that the company had been married to Australian CE Global Co., Ltd., and jointly invested in the brand of children's shoes, which was designed to provide children with "noble blood" breath. It will enter the domestic high-end children's shoes Market. It is expected that in mid March this year, Australian CE children's shoes will start full investment.

China and Australia take the news of the high-end line, and once again attract the attention of the industry to the development of children's shoes industry.

Looking at the children's shoes industry in Quanzhou, it is easy to find that the high-end line not only includes Mingwei children's shoes to join the American small camel, but also wants to leverage the fame and influence to pry the high-end outdoor children's products market; and the "double brand" strategy of the best friend's children's shoes is pushed to the middle end and high-end children's shoes market by "foot friend JOYOYE" and "Rio Dick LeoDica".

Since the end of last year, these children's shoes companies have been making frequent moves to boost the high-end children's products market, or to publicize new brands, or to adjust their product structure, or to launch new series, or to increase their share of high-end products.

The high-end trip of Quanzhou children's shoes industry has quietly started.

It is understood that China Australia (Fujian) Sporting Goods Co., Ltd. bought the right to operate the CE children's shoes in Australia. Combined with the development of China's children's shoes market, it will take the middle and high-end market as the biggest breakthrough in brand development, and cooperate with a small proportion of the top market as the first step to the Chinese market.

"We first stressed the importance of for love and health in the brand culture, because children need love and children need health."

Wang Xiaojun, marketing manager of China Australia (Fujian) Sporting Goods Co., Ltd., told reporters that "CE brand of children's shoes will infiltrate mother's general thoughtfulness and concern into products, aiming at protecting the healthy growth of children's feet, making them feel strong love, and concurrently giving shoes connotation to increase children's self-confidence."

"Nowadays, most of the children's shoes on the market are named by cartoon characters, and the alphabet is used as a brand name to match children's memory characteristics, and it is also easy to distinguish other children's shoes brands."

Wang Xiaojun said, "I hope that CE's children's shoes will be integrated with Australian elements for exploring, loving life and free flowing, and will convey noble and elegant aristocrats to Chinese children."

The traditional low-end brand relying on cartoon image has gradually moved to the marginalization of the market, and the social demand is more and more inclined to the contracted type similar to the adult shoe brand.

"Nowadays, children are family's" palm treasure ", enjoying the two generations' care for their whole body. Our brands appeal for care, enjoyment and aristocracy, which will meet the high-end needs of the society.

Modern mothers not only have high requirements for the quality of children's shoes, but also have higher requirements for the connotation of children's shoes.

Wang Xiaojun said.

During the golden week of the Spring Festival, Lijiang, one of China's four large and small distributing centers, which collects outdoor enthusiasts, has quietly discovered that the flagship store of camel American off-road equipment has already taken root here. Its double door style, gold pagoda, desert framed outdoor air and high-end brand image are attracting countless outdoor tourists to stop.

Since last September, Mingwei officially joined hands with the US camel to enter the domestic children's outdoor products market. With the star effect of the adult camel brand, it quickly gained a firm foothold in the major domestic markets. Even in the small town of outdoor players gathered in the southwest border of China, the flagship store of camel American style off-road equipment was also brilliant.

The camel American youth cross country equipment consumption group is 5-16 years old, and has a strong curiosity. It likes to stimulate adventure sports and dare to try and pursue sports fun.

It is a professional outdoor sports brand which is positioned in the middle and high grade, with high quality product performance and professional sports technology manufacturing.

Today, Mingwei has launched small camel counters into large shopping malls in Beijing, Nanjing, Luoyang, Hangzhou, Shenyang and other places. The ambition of market expansion is still overwhelming.

As Zhang Congming, the chairman of the children's shoes of Ming Wei, said, "the present camel American Juvenile off-road equipment is the top brand in the brand based on child shoes, and we will continue to persist in the future."

Zhang Congming disclosed that Ming Wei will open 600 camel American youth cross country equipment counters throughout the country before 2010, and further improve the sales channels, and build a high-end terminal image.

Ming Wei's first successful case of testing the high-end market of children's products brings inspiration to more children's shoes enterprises in Quanzhou.

At the end of 2009, Rio Dick's product order will be bloomed, which marks Odik's official entry into the Chinese market.

"Leo Dick not only brings world class children's products to Chinese children, but also striving to convey the concept of international parent-child and create a childhood worth remembering for children."

Leo Dick brand operator Fujian general friend sporting goods company general manager Yang Jingping said.

It is understood that Leo Dick is positioned in the high-end children's market and is fashionable in the world with fashionable and casual design style.

In the current domestic market, international brands targeting high-end and high-end children are still in a blank.

This time, together with our friends to enter the mainland market, Leo Dick will have an impact on China's children's products industry with strong brand background. While filling the gap in the market, it will bring a new cyclone of children's shoes.

"In order to better cultivate the Chinese mainland market, Leo Dick located in the middle and high-end consumption crowd, according to the regional, customers and other comprehensive situation to carry out the provincial market agent, regional agent, single store franchise, enter the store market and other ways of cooperation."

Yang Jingping, general manager of Leo Dick brand operator, is introduced.

Adou Ki, Altman, Mickey Mouse and other cartoon characters have been accompanied by the growth of Chinese children and adolescents, and the corresponding brand of children's shoes has also created a glorious era of cartoon.

However, with the development of children's products market, many enterprises have begun to find that "cartoon image can not beat the world".

In the past 2009, it has been defined as the successful separation of children's shoes from adult sports shoes and upgrading from category to a key year for an industry.

In Quanzhou, children's shoes, which were originally marginalized, have gradually become a climate and have attracted much attention.

And all of these changes are largely due to the further development of the era of individual cartoons.

According to the latest market survey data of children's products, by 2010, the overall scale of the domestic children's products market will exceed 100 billion yuan, and the domestic children's goods market is in the fast lane with an annual growth rate of about 16.7%. However, the current situation in this field is that Hou Hunzhan and the high-end market are in a neutral period.

In order to cope with the new situation in the domestic market, some enterprises began to abandon the old concept of "cartoon can sell" and instead concentrate on brand management.

And "not only need to make brand, but also make high-end brand", the "high-end trip" of children's shoes in Quanzhou arises under this background.

"With the increase of the annual licensing fee and the reality of children becoming more adult, it will be very dangerous to rely solely on the cartoon brand if the development of the enterprise is relied on.

Once the authorization is cancelled, or the cartoon image is out of date, the enterprise will be very passive.

Yang Jingping said.

Like Yang Jingping's idea, Wang Xiaojun, the Australian CE brand marketing manager, "the traditional low-end brand relying on the cartoon image has gradually moved to the marginalization of the market, and the social demand has been more and more biased towards the simplicity of the adult shoe brand."

When the "cartoon rule" is challenged, the children's shoes industry will enter a new era.