Children'S Shoes Become A New Force In China'S Shoes Industry.

Over the past two years, more and more children's products brands have grown up, and gradually get rid of the status of the affiliated sports shoes, and become a new force in China's shoes industry.

With the maturity and subdivision of children's shoes market, POOVE's professional sports, ABC's love road, and leopard's health concept...

These new concepts have gradually become popular among the people. The brand personality of children's shoes in the Jinjiang River Valley is becoming more and more vivid. This is the signal lamp to be formed in Jinjiang children's products industry.

At the same time, children's shoes enterprises in Jinjiang valley have taken advantage of this opportunity to integrate channel resources, from hot business circle to department store counters, and the monopoly system of children's shoes industry in Jinjiang basin has taken a solid step.

However, the trend has made children's shoes rush to occupy the commanding heights of the industry.

In today's China's children's products industry, the pattern of children's competition is not yet stable. The actions of children's shoes enterprises in Jinjiang tell us that the children's products industry in Jinjiang is on the way.

   　　 信號一：童鞋品牌細(xì)分時代到來？

With the gradual formation and improvement of the industrial chain of child shoes in the Jinjiang basin, the competition of children's shoes market is increasingly fierce. After trying new materials and new styles of differentiation competition, the market segmentation is deepening in Jinjiang valley.

Under the pressure of competition, some enterprises with relatively limited brand strength and relatively weak funds are seeking greater development in order to survive. By opening up market segments and occupying market segments, they break the oligopoly of strong brands on children's shoes market and divide the market share of children's shoes market.

As a result, "American teenage cross-country equipment", "baby shoes", "children's fashionable cloth shoes" and "youth sports equipment" should be pregnant.

Without exception, they try to take the brand connotation as the main axis, extend the most popular products in the professional field, and build a high-speed express train for the brand development. These children shoes enterprises begin to explore their own clear positioning: sports professional, fashion, love heart, health technology, green health...

"It may be said that the emergence of these phenomena is a precursor to the advent of children's shoes brand segmentation era."

Chen Shuqing, Secretary General of the China children's products research center, said this can be corroborated from the increasingly distinctive brand personality of children's shoes in the Jinjiang River Valley.

To a certain extent, children's shoes are really becoming an industry. Children's shoes brands are making use of the market segments to achieve differentiated brand building.

Chen Shuqing thinks, "now the child shoe brand corresponding product category subdivision pattern has not yet formed, but just like that year child shoes industry from the adult shoe industry separation, the product specialization is the market development inevitable trend.

As for the extent to which children's shoes industry can be divided, it has an inherent connection with the degree of development and the degree of competition in the industry.

Chen Shuqing said that there has never been such a clear pattern of brand positioning in the industry. The owners of children's shoes have begun to make brand development plans purposefully and in a planned way. This is a significant sign of the mature market of children's shoes.

Signal two: the integration trend of children's shoes and children's clothing is obvious.

With the need of brand upgrading, it is urgent to upgrade the channel of Jinjiang children's shoes enterprises.

Then, how to expand and improve the category structure of shoes and garments?

This is the choice that every child shoe brand must face. It is also the direct power to support all levels of partners to constantly upgrade channels and expand terminal positions.

At present, the vast majority of Jinjiang children's shoes enterprises have basically completed the horizontal stage to enrich the shoe industry category, forming a sports shoes as the dominant products, combined with brand positioning, leather shoes, cloth shoes, sandals and so on. Some high value-added boots and pulley shoes are also included in the product line.

Therefore, the longitudinal expansion to achieve the combination of shoes and clothing at that time, behind the integration process of shoes and clothing enterprises in Jinjiang children's shoes, not only the children's shoes are driven by high profits, but also the need for children's shoes industry to pition to children's products industry.

At present, most of the children's shoes and clothing brands in China are only good at making children's shoes or children's clothing, and most of them have large limitations and have not yet achieved industrial integration.

In Jinjiang, which is famous for sports shoes, most of the children's brands are mainly children's sports shoes.

According to the relevant information of the pregnancy baby business network, by 2010, the birth rate of Chinese newborn will enter the peak period. The baby boom will follow the overall outbreak of children's economy.

China's children's industry has become the largest consumer industry in the United States next to the United States. By 2010, it will be expected to enter the trillions club.

However, the vast market is the lowest in all industries.

Whether it is the manufacturer, supplier or channel operator of the children's industry, it can be said that most of them belong to the "disadvantaged group".

The scarcity of resources makes the whole children's industry generally lack of innovation, and the level of industrial competition is low.

It is under the oppression of such a market environment that in order to get rid of the essential characteristics of low profit and low quality of children's shoes industry and to pursue the brand's sustainable development needs, Jinjiang children's shoes enterprises have begun an ice breaking trip, and clothing with higher profits than shoes has naturally become the goal that children's enterprises should take first.

Therefore, the pivotal children's clothing industry will be regarded as a new lifeline by the children's shoes enterprises in Jinjiang. Who can take advantage of the outbreak of children's clothing and form the advantage of late development? Maybe it will squeeze the brand of the domestic children's products industry as early as possible.

On the other hand, just like the process of developing the sports shoes industry in Jinjiang into a strong sporting goods industry, the children's shoes enterprises in Jinjiang have long realized that only by entering the field of children's clothing and going through the historical process of integration of shoes and clothing can we finally complete the pition from a single children's shoe industry to a comprehensive children's products industry, and we can really accomplish the pformation from the brand of children's shoes to the brand of children's products.

    　　信號三：渠道升級

Focus on building children's products life hall

As the latecomer of the domestic shoe and clothing industry monopoly mode, Jinjiang children's shoes enterprises are still in the initial stage of monopoly mode, almost all have the same headache: the terminal network construction is seriously lagging behind, the bulk outlets under the original wholesale mode, the sales of children's shoes category and brand number are numerous.

   　　 這是童鞋市場的現(xiàn)實狀況，更是童鞋品牌的無奈。

At present, the agents of children's shoes have less liquidity, lack of talents and business practices, and the terminal stores are characterized by miscellaneous brands, poor profits and poor coordination.

It is gratifying to note that many Jinjiang children's shoes brands have made bold attempts to create various kinds of children's products living rooms through the rich products brought by integration, and the prototype of a large comprehensive children's products living museum with brand personality has been displayed in front of us.

Such a living hall is not only a window for the display of brand products, but also a platform for displaying the brand personality. The experiential terminal mode may be a shortcut.

This season, the first leopard children's health experience museum will meet with consumers. In the national monopoly system that will be rolled out by the leopard brand, it will introduce the "healthy experience" marketing mode, so that more parents and children can understand and feel the humane care brought by the leopard products.

Katin will also introduce the monopoly system of Katy teenager sportswear and leisure in the terminal, and create a Katy China Youth life hall, which will spread all over the land and air and enter the domestic market across the board.

Quanzhou Yong Gao Ren sporting goods Co., Ltd. also successfully launched the "Y-16 youth sports hall", developed shoes, clothing, sports equipment, cultural products, toys and other integrated products, making it a "90 after" new generation living museum......

Although the building of children's products life hall is never completed overnight, "but at the beginning of the upgrading of the monopoly system, Jinjiang children's shoes may try to create a platform for displaying the brand personality through the scene and atmosphere of the experience, and maybe get more consumers' eye balls and pass the brand idea."

Many bosses of children's shoes in Jinjiang share similar ideas.

"All along, leopard has positioned its brand as a healthy brand in the children's footwear industry.

I think, at the same time of brand promotion, the use of monopoly platform, so that "health" imprint in the hearts of consumers more profound.

Zhang Fengyuan, vice chairman of leopard sporting goods Co., Ltd., is very much aware of the role of experiential marketing.