Children'S Shoes Enterprises Strengthen Brand Building And Achieve Industrial Breakout

November 24th hearing in the whole footwear industry In the market, products at all levels have their own unique marketing methods, and children's shoes are no exception. In children's shoes industry, the most popular way of marketing is wholesale business. However, in recent years, many Children's shoes Wholesalers unanimously agree that business is becoming more and more difficult. In order to make profits, wholesalers can only operate on producers, and try hard to lower the purchase price. Raw material Price and control the cost of production, resulting in instability of product quality and not timely delivery.

Faced with customers' accusations of quality instability, many A shoe factory The boss can not help complaining, "this is also no way to do it, now the profit is too thin."

One is a vast market, the other is the complaints of manufacturers. Why is there such a big contradiction? Is it an illusion of market judgement? Obviously, there is a lot of drawbacks in the way of wholesale business, which is no longer suitable for current consumers' needs for personality display. First, wholesale operation results in serious homogenization of products. Now, there are many kinds of shoes on the market, and the fish and dragons are mixed. Wholesale operation makes people feel low. Therefore, the evaluation criteria for consumers to buy more shoes are on the price. Consumers think that the quality of your side is similar to that of other places. If you can't offer me a more favorable price than other shoe stores, why do I have to buy it here? Second, the wholesale operation means that the brand positioning is not clear. Wholesale operation makes manufacturers lack the channels to communicate with consumers positively, do not understand the real needs of consumers, provide identical products for all consumption, do not reflect the individual consumption personality of the East and West, and can not attract consumers' eyeballs. Therefore, it is often only a one-time business to lose money. that

Set up a new marketing way

In view of the many defects of wholesale business, changing the marketing channel of the industry has become the trend of the times. Some powerful shoe enterprises are beginning to learn from other industries and take appropriate marketing strategies to drive the brand development of enterprises. There are several ways in which direct marketing is established by direct investment in enterprises, which links market to production and determines production according to market demand. In this way, the capital investment in the early stage is relatively large, and the effect of the whole industry is still relatively small. The effect is relatively slow. However, with the stratification of consumption structure and the new consumption habits, the advantages of the direct operation will be more prominent, and it is also the operation of agents' locking. Enterprises can control the entry threshold of the agents and make corresponding norms to guide sales and establish new consumption points. With the development of enterprises, agents will inevitably establish more chain organizations in order to maintain and expand their interests, so that not only can expand the profits of enterprises, but also help expand the brand's influence. {page_break}

Take the road of brand building

How can we make consumers feel value for money and willing to pay high prices? The success of brand management of foreign children's shoes has given the boss of children's shoes a deep inspiration, and has fought a beautiful brand war to fight the reputation of their own enterprises. Starting from children's preferences, many famous brands in China choose to buy famous brands of foreign cartoons, such as Mitch, SNOOPY, Bobbi and so on. The lively and lovely cartoon image really attracts the eyes of a large group of children. These brands also enter the gaze line of people with these familiar cartoons. But there is a flaw in this strategy, that is, a large sum of money paid to authorized users abroad every year, to a certain extent, also restricts the future development of enterprises.

Due to the crazy expansion of foreign brands to local market, how to break out of the local market with low share of the brand share is also put on the agenda, and a full range battle with foreign enterprises is obviously an egg collision stone, and it can only use roundabout tactics. Just like the two armies, the less food and the weaker side often choose to find a breakthrough from the periphery. The local shoe companies are also looking for a breakthrough, that is, specialization, putting all their strength into a small position, guarding their positions and then attacking the enemy. Behind the strategy is followed by specific tactics, and many enterprises are gradually focusing on the shaping of their brand characteristics. Looking at the brand market now, we can clearly and quickly distinguish the difference between different enterprises. It can be said that children's shoes enterprises have a unique business card. More and more children's shoes brands begin to explore their own clear positioning: sports professional, fashion, love, health technology, green health. For example, when many sports shoe brands in Quanzhou are still fighting for the adult sports shoes market, POOVE has become the first enterprise in the industry to play the banner of "youth sports equipment". To create the first brand of Chinese youth sports equipment is the brand positioning of POOVE shoe industry. ABC advocates the use of love to shape the soul of an enterprise. A series of publicity activities are centered around the care for children of the next generation. There are also some enterprises that devote more energy to the research and development of technology, and really use technology to care for children to defend their brands.

Taking a look at the whole market, we can find that the whole industry is in a period of rapid spanformation. First of all, professionalism and quality concept have been attached importance to in the enterprises. Enterprises breaking through from the confusion have begun to realize that quality is the evergreen tree of the development of enterprises. The investment in science and technology research and development is increasing gradually, the products are more close to the market, more in line with the consumers' most real pursuit of products, and they care about the interests and health of consumers from the quality. On the other hand, the division of labor in the industry will be clearer and clearer, so that it can not only highlight the personality of the enterprise, but also promote the overall upgrading of the whole industry.

Children's shoes, which are divorced from their mothers and gradually become independent, are still tottering, but with the huge market prospect and the awakening of enterprises' independent consciousness, the children's shoes industry in China will go further and further away.