Quanzhou Children'S Shoes Compete For "Healthy" Brand &Nbsp; Brand Difference Is Difficult To Reflect.

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Coincidentally, Altman, who dominated the traditional cartoon image, has changed the past. With the support of the brand of "health technology", the Altman (China) children's health technology laboratory was born in Jinjiang.

This year, Quanzhou children's shoes have been competing for "healthy" brand, "build the industry's first healthy children's shoes brand", "do children's health care experts", create "healthy, sports, fashion" children's shoes, "do children's health experts in China"......

At present, whether it is the theme of the 2011 order of children's shoes enterprises, or the core positioning of the enterprise's brand, we can see the slogan of "health" everywhere.

However, journalists have learned that behind the slogan of "health", there are only a few enterprises that actually fall on the ground, but only on the stunt.

At the same time, in the operation of enterprise brand marketing, we can see everywhere.

"Healthy" weapons unveiled

Careful people are not hard to find that the 2011 spring and summer children's shoes in Quanzhou will be closely related to the word "health", and even in the brand positioning of the enterprise, the slogan of "health" can be seen everywhere.

Leopard store is a children's health experience Museum.

In the store, the enterprise specially introduces an instrument for children foot foot type measurement. Each child can measure his foot type before choosing shoes, and choose shoes that are really suitable for his feet according to his feet.

Along with the landing of the leopard's first children's health experience Museum, the "healthy" label of leopard children's shoes will also become popular among the people.

At the Hangzhou ordering meeting, Zhang Fengyuan, chairman of the leopard sporting goods Co., Ltd., said that apart from setting up hardware facilities for foot measuring instruments and setting up the experience area of healthy contents, there will be health bars in the terminal stores, some books on children's health, and the children's book "China children's health guide".

On the other hand, according to Li Xiyuan, general manager of Altman (China) Limited, Altman (China) children's health technology laboratory has gathered numerous authoritative scientific research institutions and well-known experts, and has conducted independent scientific research on several key projects such as shoe last, midsole, insole, fabric, foot shape, acupoint and so on, and has launched the two major products of Altman correction series and Altman health care series.

Relying on the laboratory and supported by the two major development centers in Jinjiang and Guangdong, Altman believes that "health technology" will go further and further.

Li Xiyuan said.

In fact, leopard sporting goods Co., Ltd. put forward the slogan of "the first healthy brand of China's children's shoes industry" as early as the 2010 summer new product conference.

Fujian province foot friend sporting goods Co., Ltd. put forward the brand slogan of "child care and health care experts" last year. While helping to build a "juvenile sports arm", the Gang also put forward the mission of "creating a healthy future for Chinese children", and POOVE positioned it as "professional youth sports equipment".

They have chosen no exception to cooperate with scientific research institutions and "play tricks" on the theme of health.

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General trend

"In the industry, more and more children's shoes enterprises have put forward the slogan of" health ". At least, it is a trend for children's shoes industry to build healthy children's shoes.

Hong Shanshan, a researcher at the China children's products research center, said that, on the one hand, this shows that enterprises are paying more and more attention to the research and development of products, putting the production of healthy products in the first place. On the other hand, this shows that health has become the most important element for consumers to choose children's shoes.

For enterprises, the reason why they are developing health products in succession, and starting to fight healthy brands, are mainly from the "added value of products".

As Yang Jingping, general manager of Fujian province foot Sports Products Co. Ltd., said, the added value of children's products brand is different from that of adult brands. The former mainly embodies their value appeal through functional demands, so they focus on the concept of health and highlight the function of protecting feet in the research and development of children's shoes.

Under this functional appeal, the product price can be raised.

Yao Yong, marketing director of Altman (China) children's products Co., Ltd., for example, has a famous brand of children's shoes called DorDorHorse, which can sell hundreds of dollars to a pair of children's shoes, that is, it has joined the healthy development elements of science and technology.

According to his introduction, the brand was created by Dr.Hayes, a famous British foot doctor, who has been a foot doctor for many years. He discovered an amazing fact that 98% of the newborn babies have a pair of healthy feet, but 60% of adults have problems with their feet.

So he decided to design himself, so that all his children could walk happily throughout life.

By contrast, 70% of children's shoes in China are not brand names and low technology content, and if the whole industry introduces health technology, it will help upgrade the whole industry.

Industry standard and brand differentiation need to be followed up.

At present, the "healthy children's shoes brand" put forward by many enterprises has not only stayed on slogans, but has become an actual action of enterprises.

For example, at present, some children's shoes enterprises in Quanzhou are working with research institutes to improve the health and technology content of products, or to create a sample of children's shoes health experience zone in the terminal market.

For example, wing Gao recently set up a scientific research project of "children's sports shoes structural health system" with the national leather and footwear industry productivity promotion center, while helping Deng joined the China leather and footwear industry research institute and set up the "Gang Deng (China) student sports shoes research center".

"This is a good start. They have made a good start for the children's shoes enterprises to take the road of healthy technology, but this is a long-term systematic project, which requires continuous investment and persistence, so that we can finally achieve results."

Chen Shuqing, Secretary General of the China children's products research center, said.

, technical director of the China health shoes Research Center, visited the Quanzhou not long ago, but also said that the health condition of children's shoes is not optimistic. The main problem is: Children's shoes with different styles, due to lack of mandatory standards, cause the production of children's shoes to be rigid, and the shock absorption and comfort of shoes will be affected. Many parents who buy shoes for their children have expressed concern.

According to a number of children's shoe dealers, because of the lack of uniform standards, many children's shoes enterprises do not care about the texture and style of shoes. This will not help children's shoes to absorb moisture, breathe, expand, and protect the environment.

"When testing children's shoes, some indicators are based on the standard of adult travel shoes, and can not be satisfied with children's shoes that protect children's foot health and improve their comfort.

In view of the current development of children's shoes national and industry standards, it is necessary for children's shoes enterprises to take part in the formulation of standards for the differentiation of children's shoes in the country and industry.

Qiu Li said.

In addition, Chen Shuqing also believes that putting forward the slogan of health brand is everywhere in many children's shoes enterprises in Quanzhou.

Although this is a good thing, too many "health" slogans will confuse consumers, but lose the brand personality of enterprises.

"First, we should identify the brand positioning of our own development. Brand marketing should be consistent with the brand's long-term development and product positioning.

Just like domestic sports brands, if they all play the leading global professional sports brand, they will be hidden in the jungle of brands such as NIKE, ADIDAS, PUMA, Lining, Anta and so on. If we look for a right direction to go on, if XTEP chooses the first brand of "China fashion movement", PEAK chooses "the first brand of Chinese basketball equipment", Hongxing Erke chooses the "China Tennis first brand", after forming its own unique brand positioning, their road will get wider and wider.