Two Or Three Line Shoe Companies Are Fighting For Children'S Shoes Market.

October 13th, just around the corner.

"Paternity shoes" catch up

In October 9th, Nanan Shu Deng Shoes Co., Ltd. formally signed the "home children" Xia Xue's role as Miss Ning Danlin, and announced in a high-profile way to enter the market for children's shoes.

According to Su Jianwei, general manager of Nanan Shu Deng Shoes Co., Ltd., last year to this year, many adult shoes have experienced a decline in the market.

How to open up a new field in the new pattern and achieve a new increase, after the company's high-level discussion and market research, finally decided to cut into the children's shoes market, and keep the product from 25 yards to 44 yards.

At the same time, in order to avoid the sports route of sporting goods such as Anta and 31st grade, they choose "parent child cloth shoes" as the market segments and brand new positioning.

From the performance of the 2011 spring and summer sulton order, "the effect of the order was more than we thought, twice as good as the previous adult shoes."

Su Jianwei said.

At the same time, Lu Yu, Mei Mei Si and other two or three line shoes brand has also started the production line layout of children's shoes. We all hope to be able to open up the blue ocean of children's shoes Market in the "adult shoes market that has approached saturation".

It is reported that Lu Yu sports (China) Co., Ltd. this year added two new lines for the production of Lu You children's shoes. This is the second time when Lu you retired from the children's shoes market and entered the market again.

"Our children's shoes production line is extended on the basis of the original, which is equivalent to increasing the length and breadth of the product line."

Wang Siqi, marketing director of Lu Yu sports (China) Co., Ltd., said that at present, the brand of children's shoes and adult shoes is only one of "Lu You". The channel is still unified, and agents and distributors are not separated separately.

They hope that on the basis of the original faithful agents, in the era of the original 80's loyal consumers are parents, depending on the original foundation of the adult shoes brand, we will open up a new field of children's shoes. "I hope everyone can buy the right shoes in our shop."

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Size shoes can't be equated.

It is understood that unlike Anta, 31st grade and other front-line brands operating alone in the market of children's shoes, more two or three line brands have chosen to operate synchronously.

The industry pointed out that this is mainly because the existing resources and brand development level, the majority of the two or three line brands can not quickly support the development of a children's shoes brand, their new children's shoes brand must also rely on the original big shoe brand, and complement each other.

"Independent operation is bound to be an inevitable trend, but we must not be too hasty, otherwise we may lose sight of it."

Wang Siqi said.

Brand marketing people Su Jing also said that at present, although the market opportunities for children's shoes are more, this does not mean that all enterprises in pition can get a share, which requires deep integration of internal resources and differentiated brand positioning, otherwise it may be a mixed battle.

It is learnt that the industry has learned lessons from failure.

There is a three line adult sporting goods enterprise in Jinjiang. In the case of investment difficulties, resolutely abandon the big shoe market and attack the market of children's shoes. As a result, with the same positioning and product style, it was mediocre in the spring and summer ordering meeting in 2011, which led to the dilemma of "dilemma" in this enterprise.

"If the first-line brand is" covetous "to enter, then the two or three line brand is more" forced "instead.

How to achieve breakthroughs in the "forced" pattern, it is very important to segment the market.

He Jun, chief executive officer of Kuang Bu sporting goods Co., Ltd. said, for example, as a breakthrough point, he made fashion shoes for young people to take the shoes as the starting point.