Depth Analysis Of Domestic Children'S Shoes Market

In the 2009~2012 year prospect report of China children's wear market, China will enter the fourth peak of fertility. By the year 2010, the number of new born babies will enter the peak period. The increase in the number of single children makes the proportion of children's consumption in household consumption bigger and bigger. Nowadays, children's consumer goods market, which has about 400 million consumers, is showing attractive business opportunities. It has been reported that the market potential of children's shoes in China is about 30 billion yuan a year, so it can be said that children's growing feet are the source of money coming from businesses.

The present situation of domestic children's shoes Market

From the reality of the domestic children's shoes market, the development of children's shoes has begun to take shape, the industrial level is more obvious, and it has its own leading enterprises in the fields of infants, young children and children, with a relatively large number of brands.

In recent years, the consumption of children's shoes has gradually increased by more than two figures, which has become a new growth point for the development of shoe market.

Obviously, these are all based on the improvement of people's living standard. With the further improvement of family income and the gradual realization of a well-off standard of living for urban residents, the consumption demand of children's shoes market has shifted from the practicality of basic life in the past to the pursuit of beautiful fashion. In some economically developed cities, consumers' demand for children's shoes is becoming more and more fashionable and brand oriented.

At present, the market of children's shoes is roughly the same as that of domestic and foreign brands, which account for half of the domestic market. Most of the shoe companies with brand image are gathered in the one or two kinds of urban markets, while those without brands are distributed in the vast rural market.

And foreign brands occupy 50% of the market share, almost concentrated in the front-line central city market.

From this data, it is clear that we can meet the situation that the child shoes market is now divided, and the child's shoe market is still only blanks compared to the mature women's shoes market.

Therefore, many giant enterprises value this tempting cake and jump to the bottom of their heads to eliminate food. For them, the children's shoes industry is a industry full of opportunities and challenges. The consumption potential of this group is huge. Ignoring the market is like closing a profit door.

Then, how can children's shoes enterprises excavate wealth business opportunities in this huge potential market?

First of all, when shoe companies are concerned about this big cake of children's shoes, they should always pay attention to international trends.

With the continuous improvement of the quality of life, people began to pursue higher levels of shoes.

Just comfortable and beautiful is not enough. It must be green and healthy.

However, the qualification rate of footwear in some parts of China is relatively low.

News came out that children's shoes were unqualified.

In terms of exports, the EU has repeatedly set up technical barriers to footwear products, so that many of China's export footwear enterprises that fail to meet environmental standards have fallen under the "green barrier".

The United States also introduced the consumer product safety improvement act for children's shoes.

According to the bill, the limit change of lead in children's paints will be reduced by nearly ten times, from the current 0.

06% reduced to 0.

009%; permanent prohibition of children's products contains more than 0.

1% of two DEHP, two dibutyl phthalate (DBP) and three benzoic acid two butylbenzyl ester (BBP).

As well as manufacturers of children's products, permanent and clear markings should be affixed to the products and their packaging, including the date of production, batch number and other identification features of the products, so as to facilitate better recovery of sources when recycling or reporting.

Second, shoes enterprises should design children's shoes according to the characteristics of children's growth. Children's shoes design should pay special attention to the development of feet.

For example, MoonStar, the first Japanese children's shoes, has 4 special functions: first, considering the immature foot shape of the child, the spacious and comfortable asymmetrical shoe last is developed to prevent hallux valgus; two, the correct bending of the sole design enables the soles to bend along the line from the big toe to the toe joint, which is consistent with the natural bending position of the sole, thereby preventing flat feet. Three, the reinforcing plate box type structure promotes the normal development of the child's foot skeleton and prevents excessive internal rotation; four, the cupping insole designed according to the normal shape of the arch to the heel promotes the healthy development of the arch.

In addition, children's shoes design should pay special attention to the design of two aspects of safety and comfort. Choosing non-toxic and harmless materials and pollution-free technology is the premise to ensure the safety and comfort of children's shoes.

{page_break}

For example, the use of sound design can increase interest, the use of Velcro is easier to wear off, the use of anti slip soles and shockproof insoles are more secure and protective functions.

Nike's children's shoes can be used as an example of safety design. It combines leather and synthetic leather upper with WATERSHILD waterproof interior, and then designs small protuberances on the outsole to increase the area of the ground. The soles of the soles are used in the PHYLON middle of the shock absorbing light, combined with the drawing design and reflector, suitable for children to wear on rainy days, giving children more security and comfort.

Finally, as a designer of children's shoes, more attention should be paid to childlike innocence and childishness.

Nowadays, children are widely influenced by the mass media such as television, film and television, Internet and video games, animation and so on.

Therefore, designers of children's shoes should understand and familiarize themselves with their preferences for clothing and footwear styles, and understand that they are particularly important for objective understanding of colors, lines and other design elements.

For example, Mitch, SNOOPY and other well-known foreign children's shoes brand material, exquisite workmanship, fully consider the physiological development characteristics of children and naive nature, or lively and dynamic, or generous and lovely; appearance is rich in variety, personality is outstanding, every little detail makes people feel the originality of the design.

In general, many shoe enterprises should develop smoothly in the market of children's shoes. Whether from style design or dress feeling, shoes enterprises should develop and satisfy the needs of consumers according to the market research situation. In addition to children oriented quality products, correct market positioning, and complete sales channels and marketing strategies that attract children and parents, this is the direction of children's shoes brand operation, so as to excavate wealth opportunities in this huge potential market.