How Can Children'S Shoes Enterprises Win In The Fierce Market?

It is understood that China's

According to business experts, in recent years, many shoe companies have been involved in the field of children's shoes. Taking BELLE as everyone knows, when the children's shoes are about to germinate, they begin to march into the field of children's shoes. This makes many sports brands "greedy". Therefore, XTEP, the main fashion sport, also reveals information in the later stage of its planning. Before that, Anta and 361 degrees in the same city did a good job in the layout of children's products.

In addition, in recent years, Quanzhou brands such as Anta and seven wolves have extended their tentacles to children's shoes, children's clothing and accessories, and participated in the competition of children's products market. The children's market has become a new profit growth point for these adult brands.

Some experts believe that with the intervention of the new forces, the reshuffle of the children's shoes and clothing market will start soon, and the situation that the brand of children's shoes and clothing in China will be "without a head" will soon be broken.

The new round of children's shoes "

Clear positioning of consumers

It is beyond doubt that any enterprise should correctly locate consumers.

The consumers of children's shoes market are generally made up of two kinds of people, one is the users of children's shoes, that is, the children themselves, and the other is the decision makers who buy shoes, that is, the parents of children.

Therefore, the particularity of children's shoes is a problem for brand promotion. Is it the parents who lock the users or the children? After all, the judgment and decision making ability of the two are.

It is reported that the younger the children, the weaker their self-consciousness. The older the children, the stronger their self-consciousness.

From this point of view, the direction of consumers in infancy and early childhood should be parents, not children.

In the scope of children, children's consciousness is stronger and stronger, and their sense of self selection is stronger. This leads to the larger the age of children, the more the market consumers are pointing to the children themselves.

The trend and change of the brand of children's shoes will determine the tone of the product.

Clear brand positioning

The most important thing to do well in children's shoes is to define their brand line. The product is in accordance with the growth of age and the psychological consciousness of users is stronger and stronger. The stronger the will to choose products, the more the parents of decision makers are being pformed from policy makers and executors to advisers.

Therefore, the brand positioning of children's shoes is quite different, for infants and young children products should be positioned in the parents, and for children above products should return to the positioning of children themselves.

There are two kinds of products in the market of children's shoes. One is the rampant cottage products. These products are not brand conscious and flooding the market. The other is high-end goods, and take the brand line, such as Anta, Lining and other international brands. However, in real life, because children in their own growth process, their psychology and physiology are in a period of rapid change, which results in the product cycle shorter than that of the adult market. Even when parents make decisions, the children's body will change every year for a temporary change.

They often choose those products with high cost performance as the first choice. This time, the brand plays a role. Therefore, a clear brand positioning is very important.

Subdivide children's shoes group market

To do a good job in market segmentation of children's shoes is also an important task for enterprises to win.

The market of children's shoes is still the same, but the consumption concept and level of consumers. So the difference is that the market needs targeted subdivision. Only when the group is clearly defined can enterprises benefit.

The main purpose of subdividing children's shoes group market is to aim at children's psychological characteristics, physiological characteristics and growth characteristics at different stages of their development at the age of 0-16.

The effective grasp of this process will determine the difference between styles and materials of children's shoes and children's clothing at different stages.

Therefore, children's shoe brands must be clearly classified.

Finally, the author recommends that if children's shoes enterprises want to truly base themselves on the market and get the growth of brand value, it is inevitable to have characteristic products, clear brand positioning and consumer positioning. Otherwise, in the homogenization of the current market, the implementation of such integrated production of children's shoes brand is bound to be stressful.