ABC Establishes China'S Dominant Position In Children'S Shoes Industry

Stepping into the post brand era, as Li Guangdou, a famous brand marketing expert, said, China's national brand needs not only "positioning", but also "plug in".

Only when the brand continues to rise, will it be possible to see the top of the list. Only when the brand continues to rise, can it lead the trend to set up benchmarks; only when the brand continues to rise, can it turn to overtake and never fall behind.

In the field of Chinese children's shoes, this area, once considered a blue ocean but now has a very competitive field, is a promising field with sunrise industry reputation. ABC is directing a good show of brand promotion.

A few days ago, the press conference on the statistical results of China's commodity sales in 2009 was held in Beijing. At the meeting, the statistics and monitoring information on the brand sales of all kinds of commodities in the national market were released in 2009. The ABC children's shoes occupy the first place in the domestic children's shoes market with the comprehensive occupancy rate of 9.36%, and the ABC children's wear market occupies the top ten of the domestic children's wear market.

Experts say that by comparing the market share of market share and market coverage, it objectively reflects the current situation of brand consumption in the industry.

ABC children's shoes won the first good results in the market share of the same products in 2009, which further confirmed the full recognition and high evaluation of the ABC brand from all walks of life, further confirmed that ABC has been "promoted" as the leading brand of China's children's shoes market.

Turning the development history of ABC brand, we will find that this is also a "rising history".

ABC, founded in 1983 in Taiwan, entered the mainland market in early 90s of last century.

When the adult footwear industry in Jinjiang is booming, the movement of brand building has gone through waves, leaving behind a huge gap in the market of children's shoes and clothing.

Holding the brand marketing concept of "love brand, education is king", ABC brand, which helps Chinese children grow up healthily, has been invincible in the Chinese mainland market by virtue of its excellent brand reputation and good corporate reputation.

It has won the ten largest brand of children's shoes in China, ranking the top three in the national market, especially in six provinces and one city in East China. It is also the champion with absolute superiority in gaining market share.

ABC brand achieved the first rise of market share, and it was this time that it gained power and laid a solid foundation for its ever rising position.

Entering the new century, with the rise of many domestic children's shoe brands, children's shoes market has been more and more carved up by brands.

ABC realizes that brand management has only one way in Huashan since ancient times.

In 2008, Zhejiang started children's products Co., Ltd., in reverse takeover of Taiwan ABC clothing business, and set up a classic case of reverse acquisition in the field of children under the banner of Taiwan's ABC brand 100%, which enjoys a reputation in the domestic children's field.

Subsequently, the ABC brand integrated the internal and external resources, integrated the brand chain, product chain, channel chain and talent chain systematically, creatively put forward the marketing mode of "chain promotion", and realized the vertical integration of products in the product chain, bringing together the multi regional advantage products of Wenzhou leather shoes, Jinjiang sports shoes and Guangdong children's clothing, which enriched the ABC brand product system. In the channel chain, through the children's shoes single store, children's clothing shop, shoes and clothing integrated store mode, the terminal format was enriched, and the profit level of the channel was enhanced.

This time, the exploration and innovation of children's industry growth mode has made ABC brand ushered in the era of rapid development, and achieved double rise in brand building and market share.

Through these two lifting positions, ABC brand has established a dominant position in China's children's shoes field. However, ABC brand feels the cold chill of Damour's sword at the top of the head.

Market share is not a problem. Leading the market does not mean that you are the leading brand. Just like the leading brand in the automobile field, it is impossible that the market share is very high.

A leading brand must have the core value that other brands can not have. Consumers in the new era not only buy products, but also buy an emotion, a sense of identity.

Pepsi Cola is "a new generation of choice". Apple is an innovative art and anti tradition. McDonald's is a "warm family".

The ABC brand is "hard to manage love".

Over the years, ABC has been running this brand in the spirit of "managing love with heart" to promote the healthy growth of children in China. It has integrated public interest activities into brand promotion, and launched a series of public welfare actions to care for children.

Through charity, hope project, China children's foundation and other charitable organizations, donations to the poor children, left behind children, scalded children and AIDS orphans in Xinjiang amounted to several million yuan.

Not only material but also great help to Chinese children and adolescents, ABC brand believes that spiritual help and spiritual guidance are more important.

For this reason, ABC has moved China's mother Wu Zhanghong, her intimate sister Lu Qin, and moved the ten leading figures in China, such as modern Zhang Haidi and MS. Li Li, to hold many public lectures on psychological counseling and inspiring growth. The Hubei youth satellite TV will hold a report on mental health recovery for young people after the disaster.

This series of promotion has made the rise of ABC brand value.

After completing the three levels of market, brand and value, ABC has established the position of the leading brand of Chinese children's shoes in real sense and established the role of Chinese children's shoe market leader.

But as president Zhou Jianyong of ABC said, "standing at the height of the world to see the development of China's children's products industry, we clearly see that ABC still has a certain distance from the leading international brands.

The mission of ABC in the future is to promote the healthy and rapid development of China's children's products industry, and let the world's children's products industry match up to China and keep up with ABC.

From China's children's shoes to the world's children's shoes soldiers, the ABC brand's road to ascension has just taken place.