Eurasian Sports &Nbsp; Cool Children'S Shoes Repositioning High-End

2010/9/1 15:54:00 76

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Bi cool

In the children's shoes industry, it is considered a young brand, but Su Jinbing, the general manager of Jinjiang Mei Qi Shoes Co., Ltd., is the boss behind the brand, but is the owner of 10 years' experience in running children's shoes.

Prior to Su Jinbing, he also ran the "happy mouse" and "vigorous Dance Troupe" two.

Brand of children's shoes

"These two brands are all on the low side, and the price has never been raised. Moreover, for some time, the dance troupe is still easy to let people have some negative associations."

Su Jinbing said frankly that it is on this basis that he resolutely decided to abandon these two brands, and then chose the brand of "high-end shoes", which is a high-end positioning brand to operate.

It is understood that the newly identified Bi cool brand.

Consumer group

Mainly located in 8~14 years old Chinese children, the brand connotation is identified as "Eurasian movement", which means "leading the European style of elegant life in Asian children".

Reporters can see their differences from the recent cool shoes, not too much red and green color, more simple and stable black and white.

The reason for such a big change is that Su Jinbing believes that the consumption mode of children has gradually moved closer to adults.

He gave an example: a friend often wore NIKE shoes. One day, his 10 year old son wanted to buy some sports shoes. Suddenly, he jumped out and said, "my sneakers must be the same as my father."

"10 year old child, he knew he wanted to be the same as his father. It can be seen that parents' consumption style and brand consciousness are affecting children.

Su Jinbing said, therefore, more than cool in the design more simple and stable style is also considered in this consideration, which also opened another product differentiation for the cool route.