Lack Of Competition, Domestic Children's Shoes Need To Be Filled With Design Work

The domestic children's shoes market is polarized, and foreign brands occupy the high-end. Most of the domestic enterprises belong to medium and low grade. The upcoming international children's clothing and supplies fair, which is to be held in Shanghai, will have more than 40 international children's shoe brands on the market. Next year, foreign brands will take China as an important sales base, and the upcoming international children's clothing and Supplies Fair will be held in Shanghai. A number of outstanding foreign children's clothing brands from the United States, France, Italy, Britain, Japan and Korea will focus on more than 40 brands. Among them, Italy's top international children's shoes brand BBG is of great concern, because their agent, Beijing Liye Yongsheng, said it would bring out several new children's shoes on the 2007 autumn and winter ordering conference, and next year it will also regard China as an important sales strategy base. Authoritative survey data show that at present, the domestic children's shoes market about 70%% is no brand products, 20%% is imported brand children's shoes, domestic brands are only 10%%. Due to the lack of quality and style, the share of domestic children's shoe brands in the market has been relatively low, especially for children's shoes in big and medium cities, all of which are foreign brands. Mr. Wu, who specializes in the import of children's shoes, told reporters that the main reason for the lack of competitiveness of domestic brand children's shoes is that the design of domestic children's shoes lacks research on the physiological characteristics of children, and the design is out of touch with the market and the market information is not smooth. At present, many domestic children's shoes, whether from style to material, are made according to adult shoes. The whole style is entirely the reduction of adult shoes or the reproduction of adult shoes. To design a good pair of children's shoes, we should not only protect children's feet from external damage, but also have the functions that conform to the growth and development of children's feet and physiological functions. Therefore, for children's shoes design and research personnel, we should at least grasp the rule of children's foot growth and development and their psychological needs characteristics, and at the same time, we should have a considerable understanding of material technology. The design of children's shoes enterprises abroad pays special attention to the development of feet. This year's first Japanese children's shoes MoonStar, which is located in China, has several special functions. The children's immature foot shape is taken into consideration to develop a spacious and comfortable asymmetrical shoe last to prevent hallux valgus. The correct bending outsole design enables the soles to bend along the line from the big toe to the toe joint, which is consistent with the natural bending position of the feet, thus preventing flat feet. In 2004, the American clothing company launched the children's shoes called "big bug", which is a kind of retractable children's shoes. It has a silver button on the heel, which can be stretched according to the sole so as to suit the feet of a child. According to insiders, polarization of children's shoes market is becoming more and more serious. Children's shoes are almost monopolized by foreign brands, and the vast majority of domestic children's clothing products are in the middle and low market. The potential market of children's shoes in China is huge. There are 300 million children in China and 10 million new babies each year. Some media have reported the sales situation of children's shoes in Jiangsu province. For the main shopping malls of children's shoes, there are more than 40 stores in the whole province, with an average of 10 children's shoes 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 children's brand children's stores all over the province. The average annual retail sales amount is 50 thousand yuan, and the total retail sales amount is more than 22 million yuan. Experts believe that in the face of such a huge market, domestic enterprises can not sit still and wait for the disadvantages to be handed over to foreign brands. Although the design problem of children's shoes has made many enterprises retreat, the advantages of this industry can not be ignored. Analysis of footwear experts, compared with other children's products, children's shoes cost little and profits are large, and children's growing feet are the source of money coming from merchants. The trend of children's costume becoming adults has reduced the design cost of children's shoes to the lowest level, and the high-end brands in the market are so few, so that the probability of success of entrepreneurs has been enlarged. It's not hard to understand why foreign brands are flocking into the market.