Quanzhou Children Shoes Brand Aims At Outdoor Sports Products Market For Young People

By the end of last month,

Coincidentally, the camel, Golden Eagle and other Quanzhou children's shoes ordering conference held recently, these brands have no exception to take the development direction to the outdoor area.

With the opening of the outdoor journey by card road and gold seal, more and more children's shoes in Quanzhou aim at the outdoor market of young people, and take the outdoor equipment of young people as the differentiated brand positioning.

Although subdivision is the inevitable trend of any market after maturity, but the brand of children's shoes has always been the main competitive advantage of the whole category, and although it can seize the opportunity in the hearts of consumers, will it weaken the competitiveness of the brand?

In the process of subdivision, how should children's shoes brand do?

These problems remain to be solved.

In the spring new product conference of CAMTOO children's shoes, which has just come to an end, CAMTOO focuses on children's concept of "urban outdoor life". With the theme of "journey" as the theme product style, it has launched "handmade shoes", "cool shoes", "star shoes", "casual shoes", "outdoor shoes", "board shoes" and "running shoes" and other kinds of children's outdoor shoes, up to seven series of CAMTOO.

The appearance of the whole product of Jin Rong Bao is very bright.

The trend of children's shoes differentiation is gradually heating up in the children's products market. Children's shoes brands are trying to break the outdoor cake.

The first Ming Wei small camel, the camping children's outdoor, and the newly established golden shoes and other children's shoes brand, take the concept of "children outdoor" as a selling point, and enter the youth outdoor industry through continuous product segmentation and marketing operation.

Ma Defeng, marketing director of Mingwei small camel believes that the brand of children's shoes will be broken through as a breakthrough point.

He made an image analogy: if the children's goods market is compared to the pond, the fish in the pond can be compared to the brand of children's shoes, and the fish food in the pond is the target consumer group of children's shoes.

"Most of the fish in the pond are eating water grass, and some of the fish are eating moss.

Once the fish are too much, most of the aquatic grass is eaten up. Most of the fish either die or eat moss.

Therefore, it is imperative to narrow the path of children's shoes.

Ma Defeng regrets that the fish that eats water grass is like the brand of children's shoes sold in all children's shoes products, and the brand of children's shoes that go outside the subdivision road are like mosses. Only products can be subdivided, so that they can not be eliminated in the increasingly competitive market for children's products.

But at the same time, Ma Defeng also said that now the brand of children's shoes, which is now open to children's outdoor road, is also increasing.

"Now the pond is too crowded to tolerate so many fish. It is certain that some fish will be eliminated.

Therefore, even if you eat "moss" fish, you can not relax the development of self brand.

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Children's outdoor operation is difficult.

Fine differentiation has gradually become the cutting edge of children's shoes brand.

But it is worth mentioning that there are also some operational difficulties in children's outdoor differentiated roads.

For this reason, Ma Defeng laughed a "squirrel theory".

If squirrels want to eat nuts, they need to know where the nuts are and when the nuts will mature.

The squirrel who wants to eat nuts also learns how to jump.

If one part fails, the squirrel will not eat nuts. "

Ma Defeng said that the outdoor subdivision of children's shoes brand is like a squirrel, the brand is not only to find the target consumer group, to understand the target consumer group psychology, but also clearly know how to promote the operation of the brand.

At the same time, children's shoes brand should also do research and development work well, and practice "jumping" skills. "The product style is only consistent with the brand concept, so that consumers can recognize this brand."

On the other hand, the differentiated roads should be determined according to the actual market conditions, not that a subdivision concept can be adopted to subdivide the roads.

"A few years ago, a children's shoe brand launched a" runaway "shoes (both sports and roller skating children's shoes), to go this narrow road.

But the consumption group of this shoe is too small, and in addition, the concept of product promotion is not good enough, and consumers are not impressed with the "runaway" shoes. Later, this subdivision road is gone.

Ma Defeng said.

In addition, the subdivision of children's products market is quite different from that of the adult market. "Therefore, we can not just see the dark horse coming out of the blue shoes in the adult shoe market. After all, there are many differences between children's shoes and the adult shoe industry in terms of product structure, marketing mode and so on. The dual consumer demand of parents and children is a special case."

Chen Shengbing, deputy general manager of Kasiron (China) Co., Ltd.

For example, when targeting children's shoes in a subdivision area, enterprises need to give parents first, that is, guardian's perception of brand ideas and products, and then extend their feelings to the real consumer users - children.

These need to be weighed in the subdivision of children's shoes to be weighed. After all, children's products industry chain has its special marketing mode, and there are many kinds of products, and the seasonal fluctuations of products are strong. All enterprises need to consider them one by one.

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Children's shoes should be dropped as early as possible.

Compared with the comprehensive sports, the outdoor market itself is a small consumer group.

Does the children's brand of children's outdoor subdivision limit the overall product style?

Is the brand of children's shoes limited to the brand positioning of "children outdoor"?

In response, Ma Defeng responded that the brand of children's shoes should be determined from the beginning and the brand positioning and product style should be determined.

"We should not use the word" restriction "to describe children's outdoor subdivision roads, and the word" falling position "is more appropriate.

Ma Defeng explained the word "falling position". "Falling position" is to locate the target market and determine the brand and product style.

The brand of children's shoes should be "dropped" early.

People in the industry say that children's shoes enterprises should understand their brand's target market and consumer groups.

Facing the target consumer group, children's shoes brand should establish product style as early as possible.

The brand of children's shoes can only take a step forward in the changeable children's products market only if they are "down" and "fall" clearly.

This can be found in Ming Wei small camel and Diem these children pioneers on the body to find a few distinctive marks.

In 2009, Mingwei made a clear positioning for its small camels - the American Juvenile cross country equipment, and extended the operation of the small camels around the outdoor shoes, clothing and accessories of young people. Its focus was on products. After that, camel American junior cross country equipment actively promoted events and set up the equipment research and development center of the "China Youth outdoor sports reserve base", deepening the brand positioning through a series of marketing strategies.

In fact, for children's outdoor brands, starting from this subdivision means that they follow the natural law of the survival and development of the children, and first determine the brand tonality through product support and market segmentation.

"I don't know if you remember the colorful T-shirt that we first raised with the wolves. It's precisely because of this product selling point that we have found a selling point with the wolves."

Chen Binggao, vice president of Wan Tai Sheng (China) Co., Ltd.

Perhaps breaking through breakthroughs is not a shortcut, but "if consumers mention the concept of children's outdoors, they will have an impression of a children's shoe brand.

Then I believe that compared with the children's shoes that are popular groups, this brand of children's shoes will not be less.

Ma Defeng told reporters.

Expert eye

Yu Fei: Children's shoes need to guide the potential market for segmentation.

In the view of Fei, the brand differentiation of children's shoes is actually caused by the different demands of consumers on products and marketing mix.

To meet individual needs, many consumers have potential demand for differentiated children's shoes.

The key to children's brand differentiation is whether we can turn the potential market into a real market.

Yu Fei told reporters that "the brand of children's shoes that go along the path of children's outdoor differentiation" is meaningless if they are interested in the potential market of children's outdoors. The key is to cash in.

To make children's outdoor children's shoes brand should really stimulate the effective demand, otherwise, children's shoes that are going to split the road will be difficult to survive.

How to guide the potential market to the real market has become the key to the brand differentiation of children's shoes.

Yu Fei believes that the success of children's shoes brands needs to be answered well by three questions.

"Have we found out the exact consumption demand of the small consumer groups after subdivision?

Are product functions integrated with user effective requirements?

Have we prepared funds, manpower and management for promoting the concept of differentiation?

He pointed out that in view of the target consumer groups, the children's shoes brand can only turn the potential market into a real market which is really conducive to brand growth only by adopting a unique product or marketing mix strategy and making full preparations for "hard battle".

On the other hand, some children's shoes brands are still in the initial stage of development. They will go too far to pursue brand differentiation without considering the actual market situation.

"If the newly created children's shoes are low in popularity, the product and the development of the enterprise will not have a certain scale, and consumers will not recognize the concept brought by the brand.

In addition, the market segmentation is excessive, the number of target customers will be very limited, and sales volume will not go directly, resulting in the lack of competitiveness of the brand.

Yu Fei told reporters.

(expert card: Yu Fei, a famous brand marketing expert, CEO, China's ten leading marketing people, and 100 of China's most influential marketing planner)