Children's Shoes And Clothing: Transformation Of The Road To Solve Many Problems

These days, Brand of children's shoes Lv Fuqiang, vice general manager of wing Gao's marketing, is preparing for the 2012 spring ordering meeting. At this order meeting, the children's wear will debut for the first wave band next year.

Coincidentally, Kasiron, leopard and other local children's shoe brands are strengthening the development of children's clothing, whether in style, or in the speed of development and logistics planning.

This exploration is actually not easy. In the process of integration of shoes and garments, there are also problems of lack of professional talents and unclear style positioning. At the same time, shoes and clothing integrated landing promotion is not very smooth. The industry believes that in this important Transformation In the process, enterprises need to integrate brands from top to bottom. Management Thought.

　 Win by "fast"

In the past two years, children's shoes brands, which are in the forefront of the domestic children's shoes market, have launched their children's clothing projects, and children's wear and children's shoes are jointly launched at the terminal. The brand of children's shoes began to integrate the development of children's shoes and children's clothing consciously. And this time, children's shoes brand children's clothing products. research and development Speed has greatly shortened the market cycle of new products, and accelerated the pace of integration of shoes and clothing.

"Now our children's clothing design speed and R & D speed have been comprehensively speeded up, which also boosted the integration process of shoes and garments." Lv Fuqiang said that the speed of children's clothing product research and development is also to meet the characteristics of faster replacement of children's clothing products. "Unlike children's shoes, children's clothing products should be promoted in 8 quarters a year, which means that the speed of research and development in disguised form must be promoted."

The speed of product research and development is accelerating, and the time for new products to be put into the market is shortened. This makes the whole children's shoes industry step into the fast lane, and the integration process of shoes and clothing has speeded up, and the "fast" strategy has also become the trend of the industry. According to the insiders, in the increasingly fierce competition environment for children's shoes, enterprises expect to seize the market resources to the maximum extent by speeding up the R & D and distribution of new shoes and clothing products. Such resources include both consumer resources and dealer resources, and children's shoes brand hopes to win the favor of consumers and dealers through excellent children's clothing, shoes and clothes and differentiated new products.

"Children's shoes brand continues to accelerate pace is the industry." Developing trend 。 I think three years will be able to decide which children's shoes are first-line brands and which are second-line brands. Lv Fuqiang believes that the differentiation of children's shoes brand has begun to show signs. Only by constantly accelerating the integration process of shoes and clothing, making it a high-end brand of children's products, can it not be eliminated by increasingly ruthless market, and the integration of footwear and clothing has become the most important means for enterprises to move from single product brand to integrated brand of children's products.

　　 Lack of professionals

It is worth mentioning that in order to pursue the sustainable development of children's shoes, clothing with higher profits has become the goal of children's shoes enterprises. At the same time, the rapid development of adult sports shoes has given some inspiration to children's shoe brands. Only by entering into the field of children's clothing and going through 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. But there are also hidden problems behind this process.

"A lot of children's shoes brand just put the children's clothes on sale to the terminal, and they didn't consider how to promote, how to marketing, the integration of shoes and clothing is not so simple!" Lv Fuqiang believes that the integration of children's shoes brand is not simply the sale of children's clothing products on the terminal, but rather requires professional talents to grasp the brand and integrate brand resources for marketing promotion. {page_break}

　 Rugged The promotion mode reveals the lack of professional talents, which in turn hinder the healthy growth of children's shoes and footwear integration. "The integration of children's shoes brand shoes and clothing has taken a lot of detours. In 2009, a lot of children's shoes were pushing their shoes and clothes together, but basically they were not very good. The most fundamental reason is that children who do not know children's clothing products do the children's wear industry.

For this reason, Lv Fuqiang gave an example to reporters. "For example, the issue of children's Clothing promotion is different from that of children's shoes. It is only promoted in 4 seasons a year, and children's clothing products are launched every year for 8 seasons. Children's clothing products are divided into many seasons, but many enterprises have pushed all the products in one season. The result is that the product's stamina is not enough, and there is no new product that can be pushed in the late season. This is the fault that people who originally made children's shoes but did not understand children's clothing industry. In the final analysis, they still lack professional talents.

With the lack of talent related issues, many children's shoes brand positioning for the integration of shoes and clothing is not clear, but the children's clothing as an additional product of children's shoes bundled sales. According to the insiders, the essence of the integration of shoes and garments is that shoes and clothing are all for brand service. If tying is only sold, it will only reduce the value of tying products. On the other hand, children's shoe brands only realize the integration of shoes and clothing, but there is no clear concept of how to carry out this process. "A lot of enterprises have gone into a kind of misunderstanding. They think that doing sports children's wear is selling sportswear, making casual children's clothing is selling jeans. Without their own business philosophy and product style, they just watch the market wind to produce children's clothing. Lv Fuqiang said.

　　 Unity of thought

After visiting the brand of children's shoes, many children's shoes enterprises are complaining about the integration of shoes and clothing, children's clothing is not good enough to sell, children's clothing is not strong at the end, they simply don't make children's clothing, and they still sell children's shoes.

"The integration process of shoes and clothing will inevitably suffer pains. Many distributors and terminals have sold many years of children's shoes. Suddenly selling children's shoes to sell children's shoes will inevitably lead to a conflict." Mingwei small camel official said, "the integration of children's shoes is equivalent to pushing the children's shoes brand chess board down again. The cost is too high. The middle and lower reaches will consider their own risks. This is the biggest problem in the industry at present. Children's clothing is not difficult to do, depends on whether you want to do it, do you want to spell it? "

It is worth mentioning that a lot of children's shoes have appeared the disunity of the management concept of the head office, distributors and terminal brands. The integration policy of shoes and clothing can not be landed, but can't be uploaded. According to the analysis of the personages in the industry, the brand of children's shoes is confronted with the contradiction in the management system: the head office wants to manage the brand and make money in the long run; the distributor wants to make quick money; the terminal only wants to sell more, no matter what kind of goods it sells.

Faced with this problem, Mingwei small camel leader believes that the integration of children's shoes brand shoes and clothing should be transformed from product management to "people's heart". "The integration of children's shoes requires great unity in mind and consistency in ideas. Shoes and clothing integration promoters should know how to satisfy the upstream company, make your partners satisfied, and let the retailers be satisfied with you. We need to unify our minds and upload them. Only in this way can we integrate shoes and garments. If there is a promotion plan of the head office, the distributor will receive half the effort and the downstream terminal simply does not promote the phenomenon. Then it will never be able to complete the integration of shoes and clothing.

"Wholesalers are mainly engaged in products, making brands to make everyone feel the same." Ming Wei small camel official said.

　　 It's important to change the concept of children's shoes and clothing integration.

As an immature market, children's products market has gradually become a cake that many brands want to split up. Not only has the original brand of children's shoes coveted the market for a long time, but also a famous brand of adult sports goods has launched the children's shoes project, hoping to get a share in the children's products market. At present, many manufacturers of children's shoes are trying to extend their products, that is, the integration of shoes and clothing, from children's shoes to children's clothing, to accessories products, and finally to toys, stationery and so on.

Looking at the current situation, children's shoes industry is still at the initial stage of category extension, holding the test attitude, and enterprises are also faced with problems such as lack of professional talents and unequal management thoughts. All these problems remain to be solved.

In the process of integration of shoes and garments, the most urgent thing for children's shoes enterprises, especially business owners, is to change their concepts. It is a question for every operator to choose whether to be a manufacturer or a brand dealer, a single product manufacturer or a children's product brand. At the same time, it should be pointed out that there are not enough brands and good products to be brand names. The integration of shoes and clothing is not simply simple but just to promote clothing products. Consumers tend to pay more attention to everything else, such as terminal image, brand culture, service experience and so on. All these require the children shoes brand that is implementing the integration of shoes and clothing to seriously consider and solve the problem of real landing instead of just talking about it.