"Cartoon Rule" Is Challenged By &Nbsp; Children's Shoes Industry Wants New Pattern.

According to the data, the sales volume of children's consumer goods has increased year by year, and has maintained an annual rate of 8% per year in the past 2 years. The increase of consumer demand for children's products has also made children's shoes industry develop rapidly in recent years. It is predicted that in the coming years, with the increase of the number of births per year and the quickening pace of social and economic development in China, the market of children's shoes will further enter a new round of development.

Cartoon Brand order meeting The first time there was a miscarriage.

Recently, the ordering of children's shoes has been in full swing. However, the cartoon brand has encountered "Waterloo" in this wave of ordering, but some cartoon brands that have been popular in the children's shoes market are gradually fading out of the historical stage due to market pressure. Among them, a well-known cartoon brand agent refused to take part in the order meeting because of the extremely depressed market sales. The order of cartoon brand will eventually die. The cartoon brand agent said that in recent years, especially in the past two years, cartoon wind is going downhill. This trend is particularly evident this year.

The huge posters of cartoon characters like Altman, flying girl, hooligan rabbit and so on, did not know when they had been removed from Wan Tai Sheng mansion. The only remaining "Babu dog" was particularly cold compared with the prosperity before. The cartoon image used to be a sharp weapon for Jinjiang children's shoes and clothing enterprises to open up the market. However, after a spectacular cartoon feast, it has disappeared.

Lu you reenter Children's shoes Market

There are two new production lines in the factory of Lu Yu sports (China) Co., Ltd. to produce children's shoes. This will be the second time when Lu you quit the children's shoes market for two years. Wang Siqi, marketing director of Lu You sports (China) Co., Ltd., said: "the production of children's shoes by Lu You is not the first time. Before that, children's shoes have always been produced. Only in the first two years, it was the time for the sale of the children's shoes in the market, and most of the dealers left the sales of children's shoes cold, so they stalled for a while."

Since last year, the market of children's shoes has attracted the attention of all kinds of people. The major sporting goods companies in Quanzhou are also competing for deer. With the rising trend of children's shoes, the whole market has the trend of separatism. 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.

In recent years, with the further improvement of family income and people's living standards, 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, and tends to be trend oriented and branding. Especially now, the post-80s generation has gradually become parents, and children's shoes and children's clothing market is the main consumer after 80. For the 80's who always publicize their personality and do not follow suit, with their unique perspective and fashion sense, how to make their children dress their personalities more appropriately has become the focus of their attention. Faced with these mainstream consumers who have been influenced by diversified ideas, the promotion of the brand of children's shoes is the right time. In this regard, the market segmentation of children's shoes will follow the steps of adult shoes.

Preparation of children's shoes Association

Fujian shoe industry association children's shoes Specialized Committee (chips) will be held this week. The agency, which is known as the "children's shoes Association" by the industry, is a voluntary organization composed of enterprises and institutions, groups and other legal entities, which are engaged in children's shoes production industry and related industries in Fujian province.

Xie Jiasheng, the responsible person of children's shoes Association, told reporters that the field of children's shoes is located. Shoe industry The edge is insufficient for the core resources of the industry.

However, the children's shoes industry has gone through the difficult budding period with a strong vitality, and has developed into a mature independent industry. But in the process of development, its inherent drawbacks have begun to appear: lack of government guidance and support, market competition is not standardized, and corporate legal awareness is weak, which seriously restricts the development of the whole field. Therefore, it is necessary for children's shoes industry to set up a professional and authoritative industry leading organization -- the age of integration has arrived.

Adou Ki, Altman, Mickey Mouse and other cartoon characters have been accompanied by the growth of Chinese children and adolescents, and the corresponding brand of children's shoes has also created a glorious era of cartoon. However, with the development of children's products market, many enterprises have begun to find that "cartoon image can not beat the world".

The traditional low-end brand relying on cartoon image has gradually moved to the marginalization of the market, and the social demand is more and more inclined to the contracted type similar to the adult shoe brand. Nowadays, children are the "palm treasure" in the family. They enjoy the two generations' care for their whole body. Our brands appeal to care, enjoyment and aristocracy, which will meet the high-end needs of the society. The mother of modern taste not only has high requirements for the quality of children's shoes, but also has higher requirements for the connotation of children's shoes.

The days of making a brand and taking shortcuts with the help of cartoon characters are over. However, this only means the end of the card era. After that, children's shoes in Quanzhou will usher in a brand new era.