The Development Of Children'S Shoes Meets &Nbsp Again; Children'S Shoes Industry Needs Urgent Upgrading.

January 27th hearing

The following are distinctive consumption characteristics: 1, wearing short life cycle and reducing brand sensitivity; 2, decision makers, purchasers and users are separated; family one-stop shopping features are obvious; 3, strong trust in terminal shopping guides, leading to more recognition of retail brands in shopping malls; 4, because children are mainly wearing school uniforms, they have low requirements for other categories of clothing, so the urgency of children's shoes is more urgent than that of shoes and clothing; 5, the joint sale between children's shoes subdivision categories is obvious, resulting in high demand for shoes subdivision category combination and low demand for shoes and clothing collocation; 6, consumers' dress evaluation directly affects their subsequent purchase decisions for other categories. Compared with adult shoes, children's shoes have

In view of the above reasons, children's shoes enterprises may go astray if they adopt the marketing mode of adult shoes.

It is the consumption characteristics of children's shoes that directly affect the improvement process of each category of children's shoes brand, and the development pace and upgrading direction of their channel formats.

Children's shoes channel upgrade unstoppable

Speaking of monopoly mode, it does not simply refer to franchised stores.

Franchised stores are only one manifestation of retail mode of monopoly mode.

As long as we focus on brand image and concentrate on displaying brand products, we should regard it as the beginning of monopoly pformation.

Judging from this point of view, the sale of specialized frames has in fact sounded the horn of monopoly pformation.

From the sale of special shelves to the sale and sale of special counters in special areas, and then to the sales and sales of exclusive stores, it has just experienced the process of "sowing, rooting, sprouting, flowering and results" in the monopoly mode.

As the latecomer of the monopoly mode of footwear industry in China, children's shoes enterprises should start with the monopoly mode in the initial stage. They should emphasize that the flexibility of the monopoly is greater than the norm, and the area is better than the single store intensive cultivation, that is, the formal monopoly: the unity of the brand image and the promotion and popularization of the brand.

After all, children's shoes enterprises are lagging behind in the construction of terminal outlets. The bulk outlets under the original wholesale mode sell a large number of children's shoes and brands.

In the initial stage of its pition to monopoly, more manifestations are hanging on the door image and shelf image of a children's shoe brand, and the dominant category of the children's shoes brand is the main sales category, and other children's shoes brand's other categories are supplemented.

This is the reality of children's shoes market, but also the helpless brand of children's shoes.

At this stage, insisting on the exclusive sales of its own superior category in the monopoly terminal will become the bottom line for every child shoe brand to insist on developing the exclusive store.

Because if we insist on the real sense of the whole category brand monopoly, the terminal pformation and channel upgrading of children's shoes enterprises will be difficult and remote.

If children's shoes brand can not expand the number of outlets quickly, they will lose the necessary bargaining chip to participate in the footwear market competition.

When the children's shoes enterprises have a firm foothold in the terminal, they naturally step into the promotion stage of monopoly: they emphasize that the monopoly norm is greater than flexibility, single store intensive farming is better than horse racing enclosure, and emphasize the monopoly of content: the structure of goods is unified and the operation and management are unified. In the choice of customers, we should attract new customers to join in and guide old customers to develop more stores.

At this time, the brand of children's shoes, by insisting on the exclusive sale of their own superior categories, promotes the recognition and acceptance of the terminal consumers to their products and spleen, and gradually expands the category structure and gradually changes the category of other brands. This is the strategy of "flower and wood catching" for the development channel of children's shoes brand development.

From the special district and special rack of shoe city, to the special counters and special offices of shoes city or shopping malls, to store stores and boutiques on the street, the upgrading of children's shoe brands has gone through these three stages.

These three different stages of development actually represent changes in the terminal retail formats that support the sale of children's shoes. Tracing back, we can also find that the management mode of partners supporting child shoes brand distribution is also changing from wholesale to wholesale, and then to franchising.

The flood of these two changes has brought together the unstoppable trend of upgrading the brand channel of children's shoes.

What each child shoe brand can do is comply with the general trend of this channel upgrading, plan and provide the shoe and clothing category structure that can maximize the advantage of channel sales, and achieve targeted policy support and control according to the operation characteristics of different retail formats.

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Children's shoes are improving.

With the upgrading of retail formats of children's shoe terminal stores, how to expand and improve the category structure of shoes and clothing? This is the choice that every child shoe brand must face. It is also the direct power to support all levels of partners to constantly upgrade channels and expand terminal positions.

Then, whether the horizontal development will enrich the shoe industry category, or the longitudinal expansion to achieve the combination of shoes and clothing? This requires children's shoes enterprises to think twice.

On the one hand, horizontal development involves specific directions.

Generally speaking, children's shoes can be classified into three categories: leather shoes, casual shoes and cloth shoes. It also represents three consumption levels of high, medium and low.

Each child's shoe brand combines its existing class of children's shoes, and needs to establish specific and perfect category structure and time rhythm.

Take Fujian Quanzhou children shoes brand as an example, its dominant category is casual shoes. In actual operation, enterprises are faced with the difficult choice of putting on shoes first or increasing the proportion of cloth shoes first.

It depends on regional consumption habits, as well as factors for production control and deep consideration of brand positioning.

Due to the different climate and consumption habits in different regions, the consumption ability of leather shoes and cloth shoes varies greatly in the national market.

For example, the consumption demand of children's shoes and leather shoes is relatively large in the northern market, while South market is different from it, instead, they prefer cloth shoes.

Similarly, children's shoes are rich in brand structure and more processed by outsourcing. Therefore, children's shoes enterprises need to consider what kind of production technology standards they have to speak, and what kind of outsourcing factories have more control over them, thus directly deciding the difficulty of their own production control.

Finally, from the point of view of the structural distribution of Pyramid products, leather shoes are usually located at the tip of the Pyramid tower, while casual shoes are located in the middle of the tower, while cloth shoes are located in the tower base.

Children's shoes enterprises need to combine their brand positioning with their existing superior categories, and then decide on the category improvement, extension, market positioning and price positioning.

On the other hand, the expansion of clothing and accessories is imperative for children's shoes brand development chain monopoly mode and the need to support the terminal's long-term profitability.

It is also difficult to choose whether to expand to clothing or extend to accessories.

Relatively speaking, the reality and possibility of developing accessories are larger than that of clothing categories.

This first depends on the restriction of the terminal location of the footwear industry, which is more reflected by the asymmetry of the children's group's matching of shoes and clothing categories.

Because of the high conformance between wearing function and using occasions, the adult sports category is successfully matched with shoes and clothing, while children's group does not have strong requirements for shoes and clothing collocation. It also makes children's shoes brand more difficult to grasp the styles, styles, materials, crafts and prices of children's clothing.

Another reality that can not be ignored is that the existing distributors of children's shoes and products usually have shoes sales experience, and children's clothing is not professional.

How to choose children's clothing styles and achieve a reasonable match between children's shoes and children's clothing is a new topic for children's shoe manufacturers.

At the same time, children's game nature makes children's shoes brand attach importance to accessories matching.

As for the specific types of accessories, they are stylistic products, bags or even toys, depending on the brand positioning and core demands of the children's shoes brand.

In the above two aspects, when deciding the rich direction of each category, each child shoe brand first needs to analyze the sales performance of its various regional markets, the market positioning and sales opportunities of each subdivision, so as to provide sufficient and effective ammunition for the members of the channel to expand the territory and rush to the battle, and lay the foundation for commodity and channel for the subsequent development of the dual retail stores and even larger area of children's living quarters.

Children's shoes channel upgrade and category improvement linkage response

In order to achieve the linkage response between goods category and channel format, it is particularly important and crucial to grasp the rhythm of category improvement and channel upgrading.

Monopoly the first step: special counters - retail formats are mainly based on counters, exclusive offices, and stores are imported.

By insisting on the principle of exclusive sale of sports shoes, the other children's shoes that sell other brands can be accelerated to attract wholesale customers to pform rapidly.

The second step of monopoly: special hall - retail counters upgraded to specialized halls and exclusive stores. The number of monopoly terminals has increased rapidly, and wholesale and retail terminals have been reduced sharply.

Striving to import leather shoes and cloth shoes, appropriately increase accessories, increase the richness of goods in the exclusive stores, enhance the display effect and profitability level, and consolidate the shelves of the special hall, leather shoes and cloth shoes.

The third step of monopoly is to set up 30 square meters or even double door stores in the retail stores. The image of the store is upgraded, the layout is re planned, and the display space for children's clothing is added.

Try to increase children's clothing category, enrich accessories category, and strive to promote shoes and clothing matching and accessories with consumption habits, strengthen brand appeal - accessories;

The fourth step of the monopoly: the concept of life - the opening of children's living rooms in some areas of retail formats, the renewal of the terminal image, the re layout of the layout, and the addition of thematic displays and amusement areas.

Children's shoes, children's wear and accessories should be equally important. They should pay attention to the mix of shoes and clothing, emphasize the richness of accessories, enhance shopping convenience, brand loyalty and cultural connotation -- children's wear.

Note: the brand of children's shoes mainly produced in Quanzhou, Fujian is taken as an example.

The relationship between category and channel belongs to a highly complex relationship. It is neither one-to-one correspondence nor completely irregular. This is determined by two aspects: category attributes and channel characteristics.

When children's shoes enterprises are carrying out the operation of brand monopolization, which kind of channel structure do they need to carry out the product structure? In the end is the optimization of the channel structure promoted by the optimization of the category structure, or the upgrading of the channel structure to promote the perfection of the category structure? This requires every child shoe enterprise to plan ahead in advance, so as to control the rhythm of the shoe clothing category and the optimization of the channel structure, and realize the proper combination and synchronous development of the product and the channel.

The upgrading of the channel can not be separated from the support of the category. In turn, the richness of the category is inseparable from the display of the channels. That is to say, the category and the channel belong to a conjoined and complementary consortium. Only by matching and coordinating phases can they achieve the brand of children's shoes.

On the other hand, any pointless rash or casual disconnection will have a direct impact on the market base and development prospects of children's shoes brands.