Foreign Trade Space Squeezed Children'S Shoes Cautious To Domestic Sales

What is the future of the brand of Jinjiang which is late in the world when the brand of children's shoes is still in a melee?

In the face of increasingly complex international environment, they turn their eyes to the domestic market.

Sleepy: turning to domestic sales is bound to be early in the last century. Hua Kun children's shoes once fought for more than 10 years in the domestic market, and thereafter they cast their sights on the more profitable foreign trade.

Today, as well as the increasingly large domestic market, Hua Kun has re entered the domestic market.

"Over the past two years, many small shoe factories in Jinjiang have collapsed.

When several of our colleagues were making tea together, they felt that turning to the domestic market has become a must.

Jianhua Zhu, chairman of Hua Kun's children's shoes, said with emotion.

Indeed, under the influence of the new export tax rebate policy, the export environment of children's shoes is deteriorating in Jinjiang. The foreign trade that enterprises have been relying on has been unable to continue to support the source of profits of enterprises. More and more enterprises are beginning to find new space for industrial development.

"We have been used to doing foreign trade. Now we are in a desperate situation. We must not sit still.

We must break through a new path of pformation or pformation. "

A child shoe leader in Jinjiang even predicted that 20% of foreign trade enterprises in Jinjiang will be in trouble this year.

In fact, the export of children's shoes in China is not only affected by the export tax rebate policy, but also by various trade disputes and RMB appreciation.

Similarly, children's shoes enterprises feel more and more international trade pressure.

Domestic sales: hundreds of millions of markets are not only tired of foreign trade, but also the change of the marketing environment of Chinese children's shoes and the maturity of the market. This is another main reason why Jinjiang children's shoes decide to enter the domestic market.

Although the domestic children's shoes industry started late, it can not compare with the adult shoe industry, the market is not perfect, has not yet formed several national brands, but this also shows that there is still much room for development of enterprises.

In addition, according to the latest research report on children's products market, the market for children's articles in China will increase at an annual rate of twelve point four percent. By 2010, the market will be over 100 billion yuan.

In order to seize this huge "cake", the number of children's footwear enterprises has increased dramatically in recent two years. In the short span of two years, Jinjiang and its surrounding areas have emerged more than 20 brands, and the market has shown fierce competition.

It is in view of the huge market of children's articles in China that some world-renowned children's products brands have begun to test the Chinese market in a high-profile manner.

"There are 380 million children in the country, compared to other kinds, the cost of children's products is small, and the market is big, for example, children's growing feet are the source of continuous financial resources for enterprises."

Liuhe Shenlong marketing planning agency planning director Chen Shuqing said.

Scuffle: on handwriting, Handan toddler is stimulated by the successful experience of Jinjiang's sports brand operation. Children's shoes enterprises also seek to change their minds, and begin to learn handwriting on the licensing board.

"From the current situation, the competition for children's shoes industry is becoming more and more fierce, but it also means an unprecedented change."

Chen Shuqing believes that this change is just like the situation of adult sports shoes in 2000. Whether we can successfully establish, consolidate and maintain a brand in this competitive era, and build a strong brand through the systematic brand management work, determines the fate of an enterprise in the industry shuffling.

"If an enterprise fails to erect its own brand within three years, it will lose the qualification of market competition and have no foothold."

Jianhua Zhu, chairman of Hua Kun, has formulated a prudent 3 year strategy for his domestic sales, which will test water next year and decide whether to invest heavily in 2010 or so.

"Taking into account the degree of market acceptance, our strategy is to gradually form a stable product line that meets market demand.

Then we will cultivate eight key markets in the whole country, and then copy them to other markets after forming the model.

Altman marketing director Yao Yong believes that compared with sports products, the market development ability and feedback channels of the entire Jinjiang children's industry have a great gap in understanding the brand and the quality of dealers. They are still in the early stage of the original adult brand, and need a touch process.

"With the continuous maturity of domestic brand consumption ideology and children's market, there are various signs that children's shoes enterprises have set off a new round of marketing era."

Chen Shuqing believes that the current mission of enterprises is to find all the best ways to brand growth, especially in the context of existing resource structure, how to integrate resources fully, and strive to break through the growth path of brands, and to mold their own brands into the mainstream brand of children's shoes industry in the shortest time.