Analysis Of The Current Situation And Problems Of China's Children's Shoes Market

China's infant industry has increased its production rate to 30%. China now has 380 million children under 16 years old, accounting for 1/4 of China's total population, and about 27 million newborn babies are born every year. China's children's shoes market has a market scale of at least 38 billion yuan a year. "In the market competition of women's shoes and men's shoes, the children's shoes market will become the next battleground. The rapid development of children's shoes industry is a cause for concern. However, enterprises, children's shoes product quality inspection, safety issues, research and development input is not enough, the importance of standards is not enough, poor innovation ability, these are the existing problems of children's shoes enterprises, enterprises should pay attention to, children's shoes enterprises should do the following several points to deal with increasingly fierce competition. Children's shoes Market:

　　 I. quality -- the foundation of body building

The consumption characteristics of children's shoes are different from those of adult shoes. The users of children's shoes are children in the developmental stage. Their skin and resistance are very weak, and their requirements for products are much higher than those of adults. Therefore, only excellent products can remain invincible. Good products will directly determine parents' purchase and trust in children's shoes. And the "recall" incident also reminds us of all shoe enterprises that want to enter the market of children's shoes. No matter how powerful the publicity and marketing are, they will eventually return to the quality of products. Only the best quality is the foundation of the brand of China's children's footwear industry.

　　 Two, brand operation - the cornerstone of development

At present, children's shoes around Nanan are operated by Jinjiang's footwear industry. brand The operation has a great influence on the operation of individual enterprises. Most of the apparel companies have invested a lot in their brand operation. They have hired popular stars, bought cartoon characters, etc., "stars + advertisements + draft shows", and some leading brands have entered the market, and entrepreneurs have a relatively strong sense of brand operation. In contrast, Wenling children's shoes follow Fujian's children's shoes, and some enterprise R & D centers are located in Fujian. The basic products are kept in sync, but star endorsements, buying or hiring cartoon images operate less, and are generally in production stage.

　　 Three. Marketing Way to break through

Besides making enough efforts in product quality, the marketing of brand children's shoes should not be neglected.

1. network marketing: Nowadays, it has been widely applied in various industries, and network marketing has swept all shoemaking enterprises. Clever use of this virtual market to expand the size of the enterprise, many children's shoes enterprises have transferred the traditional marketing mode to the network marketing mode; sports marketing: Children's shoes enterprises incorporate the sports culture embodied in sports activities into the sports marketing of enterprises, including sponsoring the names of all juvenile sports events, and so on, realizing the perfect fusion of sports culture and brand culture.

2. animation, cartoon marketing: animation has a good market audience foundation, cartoon cartoon image also has its unique character and good market awareness, animation more directly through various cartoon image publicity, the brand is also more easily known; child star endorsement: Entertainment child star endorsement or direct Title cartoon animation TV program still in the children's products market wave, will entertainment resources and services. Join in Joint promotion of brand image and value.

3. differentiated marketing: at present, the children's shoes industry is seriously homogenized. If we want to get a share of the children's shoes market, we can't concentrate solely on the product itself. To take into account the needs of consumers are diversified, children's shoes enterprises will have to bring out the killer, so that more parents and children can understand and feel the humanized care of their products.

The market of children's shoes has always been one of the most potential markets in the shoemaking industry, and it is also a relatively special industry in shoemaking industry. Whether the shoe is comfortable or not depends on the design and production process, and whether the shoes are healthy or not depends on whether the brand idea and the materials used are environmentally friendly. Some excellent children's shoes enterprises have realized and are making positive efforts to this end.