National Mandatory Standards Boosted Children'S Shoes Industry

By country Quality testing The "cloth cover" jointly issued by the General Administration of inspection and quarantine and the State Administration of standardization Children's shoes " standard It came into effect in July 1st, which is China. Children's shoes The first mandatory national standard. Its promulgation and implementation will undoubtedly be a great test for the whole Chinese children's shoes industry. Many children's shoes enterprise In the new Industry standard Next, we will have to discuss our new development and way out.

"Dare to ask where the road is?" I believe that many domestic children's shoes enterprises have to send out such a feeling in the face of the newly issued "children's rubber shoes" standard. In the field of domestic shoe industry, children's shoes are originally a hot potato. Children's shoes are of many colors and bright colors, and there are quite a few handmade parts, which are time-consuming and laborious. Manufacturers generally believe that the production cost of children's shoes is high and the risk is high, so few shoe companies dare to go all the way into the market of children's shoes. Most of the domestic children's shoes are middle and low end brands. Raw materials are cheap, product design is backward, lack of capital and talent strength, no vision plan, no concept of brand marketing, service marketing, mostly in the survival stage. The implementation of the new industry standard will undoubtedly bring huge torture to such domestic shoe enterprises.

In view of this, is it premature for the state to issue the standard? It is not even necessary to formulate such regulations to limit the development of the entire children's shoes industry. On the face of it, the retail market of Chinese children's shoes is still in its infancy, and it highlights the characteristics of scattered, chaotic, miscellaneous, and poor. It lacks the ability of independent innovation, lacks the concept of brand marketing and service marketing, and has no foresight strategic vision. China's children's shoes industry still needs a good policy environment to give support and support to promote its development.

This is not the case. In fact, the production equipment, production technology and manufacturing level of children's shoes in China are at the same level as the international level, but there is still a certain gap in the details of the processing and function setting of children's shoes. Domestic children's shoes enterprises are fully capable of producing children's shoes, whether they are quality or technological content, which are no less than international brands.

At the same time, with the improvement of living standards and the increasing proportion of single child families, more and more parents are more concerned about their children's healthy growth and more willing to invest in their children. Many families spend 40% of their money on children. They will become more "picky" about their children's dress and wear. They hope their children are not only comfortable but also healthy and environmental friendly. At present, the old and stereotyped children's shoes products and retail system make these parents very unhappy, especially the young parents of the new generation. They aspire to the consumption of specialized and large-scale children's shoe stores. For the growing demand of consumers, the domestic children's shoes industry must innovate products in a timely manner, improve their capability of independent innovation, strengthen the concept of brand marketing and marketing, and improve the service mechanism of product guidance and after-sale service. Otherwise, the domestic child shoes will face a huge disaster! Therefore, it is not mandatory for the state to introduce the mandatory standards for children's shoes industry at this time.

In addition, in recent years, famous brands of children's shoes, such as NATURINO, have entered the country in succession. According to the authoritative department's investigation, at present, the import brand children's shoes in domestic children's shoes market are 20%, domestic brands are 10%, and the remaining 70% are non brand products. And in the domestic children's shoes market, foreign brands occupy the high-end, most of the domestic enterprises belong to the middle and low end. The share of domestic children's shoes in the market is very low. According to media reports, the sales of children's shoes in Jiangsu Province, as far as the main shopping malls of children's shoes are concerned, there are more than 40 stores in the whole province. On average, there are 10 children's shoes brands in each shopping mall. The average retail sales of children's clothing in these stores are between 1 million and 3 million yuan, plus 400 brands of children's clothing stores across the province, with an average annual retail sales of 50 thousand yuan, with a total retail sales of over 22 million yuan. Faced with such a huge market, domestic children's shoes enterprises can't wait to die, and let the domestic children's shoes market with huge potential to be handed over to the import brands. If you want to compete with the international brands, according to the current situation of children's shoes industry in China, it is undoubtedly an egg strike. Therefore, the only way out for domestic shoe enterprises is to make bold efforts to carry out technological innovation and system reform, and put forward higher requirements and standards for their own development, so as to stabilize their own vast market in the huge domestic market. And the standardization of children's shoes industry is at the same time adding fuel to the flames, and provides clear direction and guidance for the reform of domestic shoe enterprises.

"When the tide hits the sand, it begins to see gold." After the standardization of children's shoes industry, there may be many backward enterprises falling down in the middle of strict and cruel quality, but we should see that this is the inevitable trend and result of the development of the industry. In order to face more fierce competition in the future, children's shoes industry in China must first throw off their burden and move forward lightly. They must melt themselves into the smelting furnace, leave the residue and extract the essence. Only in this way can China's children's shoes stand firmly in the domestic arena and move towards the world.