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    Fujian Children'S Shoes Plastic Card Action Double Sided Attack

    2010/7/15 10:15:00 42

    Children'S Shoes And Shoes Industry

    July 15th hearing China children The goods industry is ushering in the best and worst times.


    It's best because of children's products in China. market It's a huge cake. According to the CCTV survey, at present, there are about 380 million children in China, accounting for 28% of the total population, while the proportion of Chinese urban children spending in the total household expenditure has exceeded 33%. According to statistics, the value of children's market in China will reach 200 billion yuan.


    The worst part is children's products. compete Unprecedented intense. The Haixi children's shoes enterprises are not only confronted with the encirclement and suppression of foreign children's shoes brands from Mitch, Babu bean, but also the international sports predators such as Nike and Adidas. At the same time, they are also faced with the brand of sports goods brands such as Lining, Anta and 31st degree. Local brand new brands are constantly emerging, foreign brands are attacking strongly, adult brands are scrambling for money, and the princes are fighting against each other.


    Although it is in a state of attack on both sides, the overall strength of Haixi children's shoes enterprises must be a powerful impetus. After the brand war started, most of the Haixi children's shoes enterprises have sounded the clarion call for upgrading terminal channels this year.


    Opportunities under both sides


    A recent survey shows that China is now in a position. Children's shoes About 70% of the market is non brand competition, the 20% is imported brand children's shoes, and domestic brands are only 10%. It can be said that the brand of children's shoes abroad has almost monopolized the market of children's shoes in China, occupying half of the country.


    In the face of big domestic and foreign eyeing, Haixi children's shoes enterprises are in a state of attack on both sides. It is in such an urgent period that many enterprises are determined to give up other businesses and concentrate solely on their own brands. As Zhang Zhiming, general manager of Baba tease shoe shoes, said, Baba has made many detours in the development of brand. Before making foreign trade, making wholesale and making money, the company did not pay special attention to fight its own brand. Nowadays, the foreign trade situation has changed, and children's shoes are the only way out of their own brands. No longer sprint, it will be eliminated by the market.


    The movement of large brands to enter the children's products industry is just in favor of the Haixi children's shoes enterprise to open up another differentiation route, because whether it is Nike or Anta, their children's products are moving in the field. The Haixi children's shoes enterprises can find their own way in many other styles, such as campus, outdoor, leisure, fashion, European style and so on.


    130 million the gospel of loans


    Children's shoes industry jokes, do brand It is seeking death, not waiting for death. In order to wait for death, everyone had to "seek death". Reporters found that this year, more and more children's shoes enterprises are committed to playing their own brands, and the resources of internal and external hardware and software that enterprises need to invest are also growing. As Zhang Congming, chairman of Jinjiang Mingwei shoes industry Co., Ltd. said, brand is the embodiment of an enterprise's comprehensive strength. The core competitiveness of a brand derives from its internal causes and external causes. The internal factors include product quality, R & D technology, operation management and enterprise culture; external factors are the core value of a brand, the brand market power, the brand culture power and the radiation force. Therefore, we need to do well in brand development and terminal development without strong backing of funds and talents.


    Fujian children's shoes industry has recently come to a good news: Minsheng Bank will make an exception to loan 130 million yuan for the children's shoes industry in Fujian. This undoubtedly provides rich food and grass for the competition of the brand of Haixi children's shoes. The amount and form of loans can be customized according to the actual situation of brand development. The loan time and conditions are more flexible, which is equivalent to a green channel for children's shoes enterprises. Xie Jiasheng, Secretary General of the shoes Association of Fujian footwear industry association, said that loans were welcomed by a group of children's shoe enterprises, but some enterprises expressed concern about whether the brand should be invested and how big the investment was.

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