Integration Of Shoes And Clothing Helps Brand Shoes Enterprises Develop Children's Market

Children's articles market Great potential for development in Quanzhou Children's shoes Enterprises invest more in technological innovation and product development with greater confidence. In the past few years, on the basis of brand management, the strength of children's shoes enterprises have launched in recent years. Children's wear Project to create a specialized shop system for shoes and clothing products. At the same time, these enterprises also pay great attention to all kinds of stars to be ambassadors.

　　 The skateboard is placed on the counter.

With more than 20 years of experience in manufacture and operation of children's products, Wan Tai Sheng group has been operating many cartoon brands since its involvement in the children's shoes market. At the beginning of this year, Wan Tai Sheng adjusted its company strategy, reintegrated the market resources of its children's shoes brands, and concentrated on launching the "WTSkids" brand, pushing them into the field of children's sports culture brand, and building up an integrated monopoly system for children's shoes, children's wear and accessories.

Chen Binggao, director of marketing at Wan Tai Sheng, told the Morning Post reporter that consumers are raising the demand for sports children's clothing every year, as well as the requirements for environmental protection, safety and comfort, and rapidly upgrading the brand consumption consciousness. For this reason, they have adopted new product strategies this year, attacking the whole line in basketball series, outdoor series, running series and skateboard series. He believes that children's shoes and children's clothing market is China's most potential growth market. Affected by the arrival of the peak of pregnancy and the upsurge of nationwide fitness, children's sports goods are the biggest growth point of children's products market in the future.

With the successful integration of leather shoes and cloth shoes production lines, kart children's shoes have become one of the enterprises with all kinds of R & D capability in the industry. Since last year, Kate has started the project of shoes and clothing integrated stores, promoting the original "life shoe hall" to the "China Youth life hall" to upgrade comprehensively. Huang Chengcai, general manager of Kate (Fujian) children's products Co., Ltd., said that the new concept promotion action of "China Youth life hall" will be rolled out from land and air, and the whole line will enter the domestic market.

　 Korea Research and Development Centre

Yong Gao directly directed the target group to the "post-90s" children, and launched the "Y-16 youth sports hall". Fang Zongyang, chairman of the wing Gao sporting goods Co., Ltd., introduced the "Y-16 youth sports hall" as a sports hall dedicated to "post-90s" children. It is a store that combines shoes, clothing and sports accessories. That is to say, next, the Yung Kong brand will actively enter the field of clothing, sports accessories R & D and production on the basis of children's shoes. The development style of its clothing products will be dominated by "fashionable sportswear" which is more suitable for the modern youth consumption trend. On product development, Yong Gao will combine the first-class R & D teams at home and abroad, set up R & D centers in three places in Guangzhou, Quanzhou and Hangzhou, and set up product sourcing R & D centers in two places in China, Hongkong and South Korea, and further study the fashion trend of Asian Youth sportswear.

As an export oriented children's shoe enterprise, Jinjiang's Mingwei shoes and Garment Co., Ltd. has also joined the competition of the domestic children's products market in recent years with the identity of the exclusive agent of the "American Camel" off-road equipment in the Chinese mainland market. However, its goal is different from other children's shoes brands, and it is a strategy to provide professional outdoor off-road equipment for Chinese teenagers. According to Zhang Congming, chairman of Mingwei company, there are few brands of shoes devoted to teenagers in the market of children's shoes and clothing, and the brand of outdoor outdoor equipment for teenagers is only "Camel". At present, Mingwei company has set up more than 600 "camel American" juvenile cross country equipment counters nationwide.

A comprehensive introduction of footwear and clothing monopoly system also includes: the leopard brand introduced the "healthy experience" marketing mode, through the national monopoly system, let more parents and children understand and feel the humanized care brought by the leopard series health products; the first batch of shoes and clothing integrated stores have been appearing in the country; ABC brand launched the spring and summer clothing series after the integration of children's shoes and children's clothing.

　 "7 figures" heavy gold star

Building a monopoly system for shoes and clothing integration is inseparable from the foundation of brand management. Therefore, in the past two or three years, Quanzhou children's shoes enterprises are using star to help brand building become more and more intense. Quanzhou Yong Gao sporting goods Co., Ltd., with the "7 digit" heavy gold, invited the little boy star Lin Miaoke to help out. Li Yuchun, Liu Xuan, Pan Yang, Ning Danlin and so on were the ambassadors of brands such as POOVE, gang Deng, Cambridge and Shu Deng, and appeared in many brand promotion activities.

Chen Shuqing, Secretary General of the China children's products research center, said that the brand promotion methods of Quanzhou children's shoes were mainly promoted by cartoon images a few years ago, and developed into diversified forms such as stardom and adult. This is also a manifestation of meeting the diverse needs of the current market. In the early years, the industry of children's shoes was thin, and it had no interest in the "sudden development" of high priced contract stars, so they had to continue to adopt a more cohesive way, that is, "cartoon endorsement". With the help of the "cartoon endorsement" mode, the children's shoes industry has gradually passed the budding stage, and has begun to develop at the middle and top grade brands. In recent years, more and more children's shoes enterprises have embarked on the "child star + advertising" independent brand development avenue. Driven by the star effect, the brand image of children's shoes has been gradually formed, and the brand influence has also been greatly improved.

Chen Shuqing believes that in recent years, China's children's shoes market has gradually increased, and the children's shoes industry has stepped into the "fast lane" of brand development. First of all, domestic and foreign enterprises launched their own brands to fight in the domestic market. Secondly, some enterprises took the brand name of international well-known brands and quickly seized the market share. Moreover, the domestic adult shoe brands, such as Anta and 361, were also expanding the market. All these conditions show the good momentum of the positive development of children's shoes industry, and demonstrate the increasingly fierce market competition pattern.

　 Towards shoes and clothing integration

For the current phenomenon that children's shoes enterprises extend their children's clothing to build integrated stores, Chen Shuqing believes that the unity of the traditional products of the children's shoes industry determines the trend of the future industry going to the integration of shoes and clothing. "Only when we enter the field of children's clothing and experience the historical process of integration of shoes and clothing can we finally complete the transition from a single children's shoe industry to a comprehensive children's products industry, and enterprises themselves can really accomplish the transformation from children's shoes to children's products brands." "But in the process of integration, enterprises will face new problems," he said. For example, the professional development of children's wear, the lack of terminal talents, the transformation of original channel mode, and the lack of knowledge of children's clothing management. Fortunately, many children's brands have made bold attempts, not only by hiring designer teams or directly grafting children's wear brands, but also by bringing together a wealth of products through integrated operation, creating a variety of children's products living hall.