Economic Warming Children'S Shoes To Children'S Shoes Children'S Clothing Integration

　　在經(jīng)濟(jì)寒流逐步散去的背景下，一場(chǎng)從童鞋走向童鞋童裝一體化的好戲正在火熱上演：大黃蜂首批鞋服一體化專賣店陸續(xù)在全國(guó)各地亮相、卡丁推出時(shí)尚賽車等2010秋季三大服裝系列、ABC品牌對(duì)童鞋童裝進(jìn)行資源整合后推出的春夏服飾系列在全國(guó)各地陸續(xù)面市……兒童鞋服領(lǐng)域的品牌大多只擅長(zhǎng)做童鞋或童裝，且大多具有較大的局限性，尚未做到產(chǎn)業(yè)一體化。在晉江這個(gè)以運(yùn)動(dòng)鞋見(jiàn)長(zhǎng)的區(qū)域，兒童品牌大多是以經(jīng)營(yíng)兒童運(yùn)動(dòng)鞋為主。 

In the past two years, Jinjiang children's shoes brand, which is in the forefront of the domestic children's shoes market, has been developing rapidly and has launched the children's clothing project at the same time. Last autumn and winter, after many children's shoes were fully prepared, they launched their children's clothing series for the first time in the spring and summer order meeting in 2010, and went to the integration of children's shoes and children's clothing.

 　　   百麗脫穎而出 

The vertical integration mode is an important development mode for BELLE to stand out in China's shoe enterprises. All aspects of the industrial chain from product design to development, production, marketing, promotion, distribution, retail and so on are all undertaken by BELLE itself. Today, advocating industrial chain division and cooperation, this mode seems a bit different. In fact, it is a guarantee for BELLE to get high profits, and also a deep accumulation of BELLE's vigorous development over the past decade. Under this mode, BELLE has made enough profit in every key link of the industrial chain, and the gross profit margin of the enterprise is much higher than the average level of the industry, which is 10 percentage points higher than that of other excellent enterprises in the domestic shoe industry. More importantly, in the rapidly changing market environment, the direct control of the retail network enables BELLE to set up an efficient platform of operation everywhere between enterprises and consumers, and it can acquire and control market information at any time.

  　　  “劍橋”潮看未來(lái) 

From the launching ceremony of Fujian Nanan Cambridge shoes and Garment Co., Ltd. (hereinafter referred to as "Cambridge"), China's campus sports product research and development base was informed that Cambridge launched the slogan of "looking at the future in the future" and launched a charge to create the "campus Chaozhou first sports brand" target. "The integration of shoes and garments has become an inevitable trend for children's shoes enterprises to seek development." Chen Shaopeng, chairman of the Cambridge board, revealed that because Cambridge has always been producing children's shoes, it has faced problems such as wrong style and so on. To this end, Cambridge actively launched retailers engaged in clothing sales for many years to participate in material selection interaction. In the second half of this year, Cambridge will link up with children's clothing brand enterprises such as Beijing and Shanghai to promote the integration process of shoes and clothing in Cambridge.

Coincidentally, Kate will introduce children's clothing through widening the product line. Recently, "health leader" Katin 2010 autumn and winter new products conference, Katin launched a fashion car racing, dynamic leisure, vitality campus 2010 Fall three major clothing series.

    　　利潤(rùn)驅(qū)使與行業(yè)發(fā)展的必然 

According to relevant data, by 2010, the birth rate of Chinese newborns 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 enterprises must take first. On the other hand, just like the process of the former Jinjiang sports shoes industry developing into a powerful sports goods industry today, Jinjiang children's shoes enterprises have long been deeply aware that only by stepping into the field of children's clothing and going through the historical process of integration of shoes and clothing can we finally complete the transition from a single child shoe industry to a comprehensive children's products industry, and can really transform the brand from children's shoes to children's products.

"It can be said that the integrated development of children's shoes and children's clothing conforms to the development trend of children's footwear industry and meets the basic laws of survival under the new economic situation." Therefore, we are pleased to see that in the original situation of children's shoes, shoes enterprises are no longer sloppy in clothing projects, but after a series of surveys, dig out the brand's own characteristics, and systematically launch their own differentiated children's clothing, making the integration process of children's shoes and children's clothes full of vigor and vitality from the beginning.

Of course, a good start is only half the battle. The children's products industry needs some leading enterprises like Anta and XTEP to lead the development of the whole industry. We expect that in the near future, the children's products industry will be able to achieve a smooth and effective transformation.