Children's Shoes Enterprises Develop Sharp Weapons: Quality, Brand And Marketing

According to relevant data, the birth rate of Chinese newborns reached its peak in 2010. After 2000, China's baby industry increased by 30%, and China now has 380 million children under 16, accounting for 1/4 of China's total population, and about 27 million newborn babies are born every year. China's children's shoes market has at least 38 billion yuan a year. market Scale. "In women's shoes and Men's Shoes The market of children's shoes will become the next battleground. Wei Yafei, director of shoe making office of China Leather Association, said.

Since the beginning of this year, the China Leather Association has launched research in Wenling and other children's shoes production areas. Children's shoes The rapid development of industry attracts people's attention. However, the relevant leaders of the association also reminded enterprises that the quality, safety problems and R & D investment of children's shoes are not enough, the importance of standards is not enough, and the ability of innovation is poor. These are the problems existing in children's shoes enterprises, and enterprises should pay attention to them.

　　 quality The foundation of being upright

The consumption characteristics of children's shoes are different from those of adult shoes. The users of children's shoes are children in the developmental stage. Their skin and resistance are very weak, and their requirements for products are much higher than those of adults. Therefore, only excellent products can remain invincible. Good products will directly determine parents' purchase and trust in children's shoes. And the "recall" incident also reminds us of all shoe enterprises that want to enter the market of children's shoes. No matter how powerful the publicity and marketing are, they will eventually return to the quality of products. Only the best quality is the foundation of the brand of China's children's footwear industry.

According to the reporter's visit, the shoe factories in Chengbei street of Wenling attach great importance to quality control. The government also takes various measures to supervise and boost enterprises in this respect. It organizes monthly footwear industry exchanges, and about 15 enterprises participate in each theme. The government also plans to make use of the original high school site, inviting foreign universities and training institutions to train the footwear industry and set up R & D centers.

　　 Brand operation the cornerstone of development

At present, the children's shoes around Nanan are greatly influenced by the capital operation and brand operation of the footwear industry in Jinjiang and other places. Individual enterprises have started capital operation, and most of them have invested a lot in brand operation. They have recruited popular stars, bought cartoon characters and so on, and "stars + advertisements + draft shows". Some leading brands have entered the shopping mall, and the operation consciousness of entrepreneurs is relatively strong. In contrast, Wenling children's shoes follow the trend of Fujian children's shoes, some enterprise R & D centers are located in Fujian, basically the two products are kept in sync, but star endorsements, buying or hiring cartoon images operate less, and are generally in production stage.

　　 Marketing -- the way to break through

Besides making enough efforts in product quality, the marketing methods of brand children's shoes and shoes enterprises are also dazzling.

Internet marketing: Nowadays, it has been widely applied in various industries, and network marketing has swept all shoemaking enterprises. Clever use of this virtual market to expand the size of the enterprise, many children's shoes enterprises have transferred the traditional marketing mode to the network marketing mode; sports marketing: Children's shoes enterprises incorporate the sports culture embodied in sports activities into the sports marketing of enterprises, including sponsoring the names of all juvenile sports events, and so on, realizing the perfect fusion of sports culture and brand culture.

Animation and cartoon marketing: animation has a good market audience foundation, cartoon cartoon image also has its unique character and good market awareness, animation more directly through a variety of cartoon image publicity, brand is also easier to get cognition; child star endorsement: Entertainment child star endorsement or direct Title cartoon animation TV program still in the children's products market in the billows, the entertainment resources and brand image, the value of the joint promotion;

Differentiated marketing: at present, the children's shoes industry is seriously homogenized. If we want to get a share of the children's shoes market, we can't concentrate solely on the product itself. To take into account the needs of consumers are diversified, children's shoes enterprises will have to bring out the killer, so that more parents and children can understand and feel the humanized care of their products.