Fujian Children'S Shoes Industry Is Playing The Slogan Of "Brand Alliance".

In the three major sections of China's children's shoes, how to win the future of children's shoes in Fujian in the face of fierce competition in children's shoes market?

The event is sponsored by Strait Metropolis Daily and China children's shoes net. It is from Fujian province.

Brand development is in its infancy.

Q: what kind of brand development is the present situation of Fujian children's shoes enterprises?

Yang Shuqing: at present, the development of children's shoes in Fujian is still at an early stage.

I feel that Fujian children's shoes are brand names for four or five years.

What is the development path of the brand of children's shoes?

One is cartoon authorization, the other is celebrity endorsement, but this is not really a brand line.

Only by crossing this stage is the real brand stage.

This can be seen from the process of adult brand development.

Luo Zhengming: in fact, the market volume and scale of children's shoes industry have been growing rapidly in recent years.

Xie Jiasheng: the children's shoes industry is at the initial stage of brand establishment and the groping stage of the operation mode.

There are more than 300 children's shoes enterprises in Fujian and twenty or thirty influential ones in the market. It should be said that China has the most complete industrial chain of children's shoes.

Challenges from three aspects

Q: what are the challenges and difficulties faced by the brand development of Fujian children's shoes?

Fu Weijin: my children's shoes business has been running for more than 20 years. I feel that the industry is in an unprecedented competition.

The brand of foreign children's shoes is coming, and the major international movement has come. Anta, 361 degrees, these domestic front-line sporting goods brands have also joined.

For the funds needed for large-scale brand marketing, which are almost as high as the adult shoe and clothing industry, the strength of children's footwear enterprises is obviously insufficient, and the brand can hardly be highlighted by marketing.

These factors result in homogenization of products, homogenization of brands and homogenization of strength.

Luo Zhengming: the challenge of Fujian children's shoes industry also comes from other domestic children's shoes.

Now, the National Children's shoes industry can be roughly divided into 3 big plates: the Guangdong plate, the Fujian plate and the Zhejiang plate.

In my opinion, the Guangdong plate is done in the form of authorized brands and trading companies abroad, which occupy the middle and high-end market of the first and second tier cities in China.

However, it is difficult for them to enlarge their volume and scale.

The children's shoes of the Zhejiang board are dominated by products. The products need to be beautifully made to cater to the needs of consumers.

Its pressure is that it is difficult to enhance the added value of the brand.

Compared with them, the brand awareness of Fujian children's shoes is not as good as that of the Guangdong plate.

However, the marketing operation practices of Fujian plate, the advantages of production and marketing integration, and the support advantages of the supply chain are relatively strong, which can be fully utilized.

Yang Shuqing: we can see that foreign trade has begun to recover vigorously. A figure from the textile industry association says that there will be one hundred billion children's market in the future.

So who can divide the cake?

I think this opportunity is reserved for industries and enterprises that can innovate and standardize.

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Brand alliance first dislocation and reunion

Q: why should children's shoes enterprises build brand alliances in Fujian?

Zhang Liangfei: in the current market situation, whether it is children's shoes industry or other industries, the era of single combat has passed. Facing the pressure of cluster competition, we need to rely on the strength of the group, need an integration, need to form a resultant force, make efforts to become a cluster advantage, realize the full sharing of resources, the core competitiveness of the comprehensive competitive body will be formed.

Luo Zhengming: I have a small feeling about the brand alliance. I will compare Guangdong with Fujian, and do the same for children's shoes and sporting goods. The help of industrial clusters is very great.

Fujian's former industrial cluster should be well established in the regional alliance, and its popularity is relatively wide.

When it comes to sporting goods, go to Fujian to find children's shoes and go to Fujian.

Moreover, this has already formed an impression on the retailers agents in the whole country, that is, Fujian is the most famous brand, and cooperation with Fujian enterprises can make great things.

Q: how should Fujian child shoes enterprises build a brand alliance?

Xie Jiasheng: first, to break the pattern of business owners, many children's shoes enterprises are still lagging behind in terms of management concepts, talent introduction and enterprise culture construction. These are the bases for doing well the brand alliance. Second, at present, many of our children's shoes enterprises are in the initial stage of brand development. In brand promotion and channel mode, we need to find out the development models that meet their own strength and achieve brand upgrading. Third, brand alliances should make full use of the strength of industry associations, government organizations and famous enterprises, such as collective purchase, establishment of children's shoes bases, holding influential Forums, joint exhibitions, etc. These are good ways.

Fu Weijin: I think building brand alliances should take two steps.

The first step is to promote enterprise dislocation strategy.

Through the active organization of the local government or industry association, we invite industry experts and brand marketing consulting organizations to update their business philosophy through training, seminars, diagnostics, demonstration and guidance, and joint meetings, so as to promote enterprises to complete market segmentation and product segmentation, and guide enterprises to sit in the wrong position and find the most suitable competitive power for them.

The second step: the strategy of collective sea going by the brand fleet.

This is the key to the development of the brand alliance.

The main methods are: joint promotion of brands, joint investment of channels and joint construction of terminals.

In the operation of brand alliance, the positioning of terminal brand and the combination of brand and product are the key to success or failure. It is necessary to form the best combination and create differentiated positioning and characteristics of terminal brand.