Innovative Marketing Means & Nbsp; Expand The Market Share Of Children'S Shoes Industry

China children's shoes Brand not only in the international, even in the domestic influence is relatively weak. In this regard, we need a good marketing means to pull the whole children's shoes brand Even the sales situation of the industry. At present, how to increase the sales of children's shoes has become a major Shoe enterprises Problems that need to be solved urgently.

　 1、 Focus on health

Product is the most direct carrier of customer experience. Generally, due to the limitation of professional knowledge and cognitive ability, ordinary consumers often think that footwear products are only one of the tools to provide adequate protection and aesthetic appearance for walking, so they are still lack of understanding of the functions of shoe products. But as daily FMCG products, footwear products also have their "health" standard.

Children's bones are in the growth and development period, and the requirements of foot space are completely different from those of adult shoes. Compared with adult footwear products, children's shoes have more stringent health requirements. Therefore, children's shoes enterprises need to pay more attention to the "health" index in the product function level, such as fabric selection should highlight the characteristics of moisture absorption, air permeability, expansion and non-toxic and pollution-free, the process flow should pay attention to energy-saving, consumption reduction and environmental protection, as well as achieve balance in safety and comfort Sales promotion methods such as store commentary and printed materials let consumers experience the "health" attribute of products.

　 2、 Subdivision market

Children's shoes have become a separate category in the market. On the one hand, the intensified competition in the domestic footwear market has prompted enterprises to further subdivide the market. On the other hand, domestic children's consumption has gradually developed towards the direction of personalization and branding. The linkage effect of these two factors makes children's shoes become an effective segment of the whole shoe market. The survey shows that the market scale of children's shoes aged 0-14 in China is about 30 billion yuan.

It is in this context that Haier brothers, Li Ning, Anta, babutou, Boshi frog and other well-known domestic brand enterprises which focus on children's shoes operation gradually appear in the domestic market. Especially in the past year or two, they have set up children's shoes and clothing testing shops centered on big cities, hoping to attract middle and high-end purchasing layers in cities. Famous foreign brands Nike and Adidas also subdivide children's shoes into exclusive stores in some parts of the mainland.

Children's shoes are usually sold to people under 14 years old. In the past, domestic children's shoes sales were mainly operated in wholesale and retail mode without brand. With the improvement of consumption ability and health awareness of Chinese people, the current children's consumer groups have undergone qualitative changes. In the decision-making process of children's shoes purchase, modern consumer groups are the combination of "rationality and sensibility" -- they not only pay attention to the cost performance of products, but also consider the fashion and interest of brand, which is a challenge to all children's shoe enterprises.

The popular experience marketing mode in many industries has naturally become an effective tool for children's shoes brands to carry out marketing activities. Therefore, how to let the target consumer groups "experience" the relevant product and brand information is the focus of children's shoe enterprise marketing.

　 3、 Construction of children's shoes brand

At present, the channel composition of children's shoes enterprises is gradually moving towards specialization, fashion and branding, and has formed a comprehensive operation mode integrating clothing wholesale and retail terminal, department store in store mode, exclusive store and children's life hall. On the one hand, this is the inevitable result of market fragmentation, on the other hand, it also shows that children's shoe enterprises pay attention to customer experience.

With the rise of children's clothing market and the strengthening of China's children's clothing brand awareness, facing such a market, children's shoes business is the same as many other businesses, and the emphasis is on methods. If you want to say how to make your children's shoes business different from other brands, then the method must be done in place. In order to build the experiential marketing model of children's shoes brand, we also need our children's shoes enterprises to start from the product health function, actively and effectively combine the fashion elements and values recognized by children to carry out corresponding marketing promotion activities, and finally enable enterprises, industries and consumers to achieve a long-term "win-win" pattern. The experience marketing of children's shoes brand will be enriched and improved in this process.