Children's Shoes Industry Entered Golden Development Period &Nbsp; Shoe Enterprises Devoted Themselves To Cultural Innovation.

In December 15th, the competition of shoemaking industry became more and more intense, and the branches industry was becoming more and more mature. Children's shoes The rapid rise of industry has gradually attracted the attention of people from all walks of life. Recently, from China Leather Association The authoritative experts in the National Productivity Center for leather and footwear industry, as well as children's shoes in Zhejiang, Fujian and other places. enterprise Representatives and other people gathered together to explore the future direction of development. It is revealed that the children's shoes industry began to "borrow" and create cultural innovations.

　　 Entering the golden period of development

Annual increase of 27 million consumers

The children's shoes industry will be hosted by the China market steering committee, the national footwear design center, the Haixi shoe industry information center, the China market magazine and the China children's products research center. The world's outstanding Chinese Sports Industry Association, the shoes Association of Fujian footwear industry association and Liuhe Integrated Marketing Co., Ltd. jointly held the first Summit Forum on China's children's shoes industry.

According to statistics, at present, there are 380 million children under 16 years of age in China, accounting for 1/4 of the total population in China, and about 27 million of them are born every year. In response, experts from the conference analyzed that the domestic children's shoes industry has entered the golden period of development, and the market has a scale of about 30 billion. With the improvement of people's living standard, many families spend 40% of their spending on children, especially the only child families. This determines that this special consumer group has great potential.

Fu Weijin, chairman of Fujian shoes industry association chairman of children's shoes Association and chairman of Fujian Fick sports and sporting goods Co., Ltd., told reporters that after years of accumulation and many innovations, China's children's shoes industry has ushered in a new opportunity for the market to break out. The vast majority of children's shoes enterprises are stepping into the fast lane of brand development, and the Chinese children's shoes industry has put forward a new slogan of "health, comfort and safety". At present, Quanzhou is a production base for children's sporting goods in China. It collects most of the children's shoe brands currently sold in China, and provides more case and substantive communication for the forum in terms of brand, production, technology exchange, and the formulation of industry standards. He hoped that such a discussion could inspire Quanzhou's enterprises, especially children's shoes enterprises, guide and promote the scientific development of children's shoes enterprises in Quanzhou, and enhance their competitiveness and influence.

Chen Shuqing, director of the China children's products research center, said that with the attention of the society to the children and the brand recognition of "health and safety", the speed of children's shoes industry being stronger and bigger is speeding up, and the children's shoes industry in Quanzhou has gone up to a new level. With the continuous improvement of the quality of life, people's pursuit of shoes products has entered a higher level. It is not enough to be comfortable and beautiful. With the increasing number of single children, parents have more and more strict requirements for children's shoes. Therefore, at present, children's shoes enterprises in Quanzhou are facing new opportunities to create shoes suitable for Chinese children and will become the starting point for the new journey of children's shoes industry.

　　 New sources of creativity

Enterprises devote themselves to cultural innovation

In the forum, the director of China Leather Association Wei Yafei gave a speech on "China's shoe industry development and policy research". Referring to the development of children's shoes industry, she said that the first half of the thirty years of reform and opening up was focused on the pursuit of production and quantity, and the consciousness of brand management began in the second half. Now entering the new development period after the "thirty years", the transformation of children's shoes enterprises should turn to focus on creating cultural innovation. She believes that in fact, the success of many international brands is that it permeates the product culture of its own character in marketing and communication, and their culture is closely related to the cultural needs of the target consumer market. "The gap between domestic brands and international brands lies more in brand culture." She thought.

For children's shoes enterprises how to innovate in culture, Wei Ya Fei believes that many fables and stories in traditional culture can be well applied to the design and innovation of brands and products, and many fairy tales abroad can also be well placed in product creativity. {page_break}

In this regard, she gave an example. In this year's shoe design competition, one of the design ideas is to use the story of tortoise and rabbit to run on a pair of children's shoes. The design of the tortoise and the rabbit is reflected on the left and right feet of a pair of shoes. This is a good example of the ingenious use of traditional culture and fable creativity.

For the industry transformation and upgrading, Wei Ya Fei believes that transformation and upgrading is not a unilateral business, but a whole, netlike comprehensive affairs. At present, the traditional shoemaking industry is developing towards internationalization, low carbon, energy saving, scientific research innovation and cultural innovation. She mentioned in particular that before the forum, the expert group visited some children's shoes enterprises in Quanzhou. The expert group was pleasantly surprised to find that these enterprises already had their own technological innovations in energy conservation and emission reduction.

　　 Design of children's articles

Tend to protect healthy growth

Speaking of the healthy development of China's children's industry, Professor Gong Tai Sheng, director of the school of resources and environment of Shaanxi University of Science and Technology, said that domestic children's shoes enterprises should pay more attention to technological innovation in production and marketing. The consumption characteristics of children's shoes are quite different from those of adult shoes. Adults are more concerned with styles and brand personalities, while children's products pay more attention to healthy growth. At present, domestic children's shoes are not enough in the innovative technology of shoe shape, function, material and so on.

He said that enterprises should be aware that children's decision to buy shoes is in the hands of their parents. Whether these shoes can prevent unhealthy growth, avoid injuries and correct deformities are the concerns of every parent. They are the starting point for the production and marketing of enterprise products, and what the parents are most concerned about should be paid attention to in the design of children's shoes.

Therefore, he believes that children's shoes enterprises should strengthen their research on shoe last. In the past, most of the shoe last and shoe models of children's shoes were reduced versions of adult shoes. This situation is no longer in line with the current market demand. He said that at present, the National Productivity Center for leather and footwear industry and the China children's products research center and several enterprises in Quanzhou are working together to build a database of Chinese children's foot data, which will provide more data for children's footwear enterprises in China.

　　 New industry standards

Pay more attention to the safety of children's shoes

The forum also discussed the discussion on the "national standards for cloth children's rubber shoes" to be implemented next year. Shen Danli, Secretary General of the rubber shoes sub committee of the Chinese Chemical Industry Association, took part in the drafting and formulation of the standard. He told the Morning Post reporter that the proposal and implementation of the national standard for children's rubber shoes will provide a mandatory basis for the safety and health requirements of children's shoes.

Shen Danli introduced that before the formulation of the national standard, the classification of domestic shoes was basically classified according to rubber shoes, cloth shoes, leather shoes and pure plastic shoes. From the 80s of last century, there was a way to divide them according to their usage, namely, according to the categories of sports shoes, labor shoes and sandals, and there were no uniform standards for children's rubber shoes, which did not meet the needs of industry development and market.

He said that the basic requirement of the new standard is to protect children's healthy growth. Especially infants and young children under 36 months old. Because this group does not know whether the shoes they wear are suitable, it is necessary for enterprises to give more consideration to protection and healthy growth in product design and production. Such considerations also include older children. Many teenage foot deformities are related to shoes. Safety includes two aspects: hygiene and physical safety. Physical safety requirements include strict restrictions on sharp fittings, strict security of metal fittings and so on. Attention to health and safety is a comprehensive consideration of the new standard. The new standard will put forward higher requirements for children's shoes enterprises, including raising the threshold for raw material purchase.

　　 People from all walks of life make initiatives

Create "love feet day"

On the forum, the organizers also co sponsored with the experts, entrepreneurs and industry participants to create the national "love day" initiative. {page_break}

For the purpose of launching the creation of "love feet day", Chen Shuqing, director of the China children's products research center, explained to reporters that according to their research data on the foot type of Chinese children, the foot disease of children in China has increased year by year and has become a high incidence country of foot disease, and tends to be younger. At present, there is an urgent need to raise public awareness and concern about foot health, accept the publicity and popularization of love and foot knowledge, and guide the whole people to scientifically wear shoes and feet, and slow down the harm of feet. Therefore, the industry urgently needs such a publicity day to arouse the attention of the whole society to the health problems of feet, and at the same time, promote the standardized development of footwear industry.

Chen Shuqing believes that the proposal of "loving feet day" is of great significance for promoting the upgrading and development of the footwear industry. He expressed the hope that through the joint participation of relevant departments, industry organizations, enterprises and the society, we should appeal to the public to pay attention to foot health and establish the correct concept of foot protection so as to improve the physical quality of the whole people. According to their proposal, "love feet day" can be scheduled for May 29th every year, and can be gradually promoted to the world as a "global love day".

Chen Yining, Professor of Intelligent Machine Research Institute of the Chinese Academy of Sciences, explained the significance of "love feet day" from the perspective of professional research data. He said that every foot in normal walking, running and jumping has to bear hundreds of tons of pressure per foot. The research results of children's foot data authority show that our children's health foot type reaches only about 20%. He said that at this stage, most families lack the right foot care consciousness, rarely pay attention to the healthy growth of children's feet, have no sense of the foot problems, and do not know how to solve the foot problem.

"Popularizing and guiding people to wear shoes properly and remove the harm of feet is the glorious mission of our generation." Chen Yining said.