The Marketing Path Of China'S Children'S Shoes Industry In The Next Several Key Stages

A survey report on the spanformation and innovation of SMEs in the post crisis era shows that the average life expectancy of SMEs in China is only 3.7 years, of which more than 80% are family businesses. According to the survey, the excessive growth and high speed of small and medium-sized enterprises have brought problems such as tight capital chain and insufficient management resources to enterprises, which has led enterprises to ignore potential threats and finally be brought into dangerous business.

Conjecture 1: the power of capital will change the pattern of competition?

The next ten years depend on a single one. Marketing The myth of opportunity to re create the rapid rise of brand still exists? From the perspective of the development rule of industries with increasingly concentrated industries such as household appliances and daily chemicals, entrepreneurs who have completed primitive accumulation will increasingly brandish their capital levers to undertake mergers and acquisitions from the group. In the next ten years, the entry threshold of industries is getting higher and higher. It is an indisputable fact that capital is becoming stronger and stronger. The operation of capital will become the fact that marketers of children's shoes industry have to face. Then, to what extent will the growth and development of enterprises be influenced by capital power? Will capital substantially change the pattern of competition in the industry? I believe the experience of people in the Bureau will be more profound.

Big guess two: leading enterprises, big brand vision to win the world?

　　 Children's shoes The leading children's shoes enterprises that will complete the domestic market in the next ten years are bound to go further into the international market. The globalization of the brand building is the trend of the times. From the first-line brand, such as POOVE, to start the strategy of "globalization development", we can feel the brand determination to build up the influence of globalization trend. In the next ten years, in the process of internationalization of our children's shoes industry, we will get rid of the current low value-added situation of "product export", and successfully create a large number of "world-class brands" of Chinese children's shoes.

Big guess three: product standardization will spawn new business opportunities?

With the attention of the society to the children and the brand recognition of "health and safety", Children's shoes The speed of the industry being stronger and bigger is accelerating. With the continuous improvement of the quality of life, people's pursuit of shoes products has entered a higher level. It is not enough to be comfortable and beautiful, but it must also be environmentally healthy. With the increasing number of single children, parents have more and more strict requirements for children's shoes. In July 1st this year, the first mandatory national standard "children's rubber shoes" of children's shoes industry came into effect. The introduction of this standard will have a significant impact on children's footwear industry in China. While pushing up the safety of children's shoes, it will also push forward the technological innovation and spanformation of children's shoes industry in products. Will children's shoes "product standardization" become the breakthrough direction of product technology innovation, and to what extent will it give birth to new business opportunities? Let's wait and see.

Big guess four: terminal construction will really create new value?

Current children's footwear industry terminal Marketing The reason why chaos is born is because of the low value-added in terminal construction and service, or that many products simply can not talk about what services. After studying the service demands of most brands, we find that although the children's shoes industry has developed through brand development in recent years, the terminal construction and service concepts are basically modeled on cross industry modes, sometimes even in the original "wholesale mode". Let the brand provide personalized service to consumers at the terminal, and let the service become the product of the enterprise! I believe that in the next ten years, if we can attach importance to the construction of terminal culture and strong service ability, we will not be able to achieve great success in the fierce competition.

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Big guess five: marketing innovation to speed up the spanformation of enterprises?

For marketing people, "innovation is the eternal theme, homogenization is always a nightmare". The slogan "breaking the homogenization competition" has been calling for many years in China's shoe making industry. We have also seen the innovation and courage of many new enterprises in recent years: the high-density television advertising bombing + the terminal linkage mode. Sports marketing + love marketing + star marketing + entertainment marketing + network marketing. With these innovations in marketing and promotion, these enterprises seem to have completed the spanformation from the ugly duckling to the Little Swan overnight. I believe that the innovation power of this marketing promotion in the next ten years will become one of the most important chips for brand spancendence. And the emergence of the future innovative marketing mode will change the current chain of channels to varying degrees: headquarter + regional manager + agent + terminal VS headquarters + marketing center + terminal. How many people are aware that they can prepare for the spanformation now?

Big guess six: learning enterprise culture becomes the core competitiveness?

Many enterprises feel the future strategy is important, but the execution is even more urgent, and the planning is better, so that no one can use it. The future innovation situation will require higher and higher quality of marketing people, and the whole competitive environment will also encourage enterprises to learn. In the next ten years, marketers who have continuous learning ability will be more likely to succeed. Enterprises with talent replication ability are more likely to succeed. I believe that in the next ten years, children's shoes industry's demand for learning and training will also continue to rise, giving birth to a big market of Vocational Education and training. To form this kind of learning ability and establish a learning oriented enterprise culture is very important. Who will start to establish this institutionalized learning system and win the future?

Big guess seven: terminal ERP management system will be initially formed?

With more and more terminals and more terminals, the complexity of channel management will be more and more complicated. The speed of processing of dealers' feedback companies will be slower and slower. The management of the company will find that the data collected from terminals are more and more deviated from the actual ones. Many other industries in China have promoted the use of information management system in distributors for many years, significantly reducing the inventory and capital turnover rate of the channel, and improving the reaction speed to the market. With the intensification of competition, in order to reduce the risk of enterprises as much as possible and enhance the rapid response ability of enterprises, it is necessary to raise the turnover rate of capital and reduce inventory substantially. Maybe there will be zero inventory in the next ten years?

Big guess eight: cross category development to make big market cake?

In the market of children's shoes, more and more mature brands have adopted extended development, a brand of various products, and have carried out various linkage between shoes, clothing, caps, ornaments, stationery, toys, baby products and so on. In some brand stores, we can see that children's products can be purchased in a store. In the next ten years, the market competition for children's shoes is booming. Every child's shoe brand is no longer satisfied with making a single product, making its own brand into an integrated brand with rich product categories, and expanding its market share in the sales of various categories.

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Big guess nine: single category scale to become world champion?

In the future, children's shoes enterprises may be very strong and rich, do they have the money to expand other new projects? Do the owners who have completed the original accumulation think about the diversification of Haier's development or the specialization direction of GREE? Past experience tells us that there are many successful people in diversification, even Haier brands. How many of its diversified industries are very successful? From the theoretical trend of global brand building, the brand extension strategy should be circumvent in the future. Will the children's shoes industry have such a concentrated Wang Zheguan army in the next ten years?

Big guess ten: the formation of the professional manager class in the shareholding system reform?

"At present, the listed companies that operate well have some professional traders who have outstanding sales ability. Our enterprises lack such people" - the minds of entrepreneurs change and reflect the serious shortage of outstanding professional managers in the children's shoes industry at present.

The professionalism and professionalism of the executive layer is one of the key factors for the success of the brand industry in the future. I believe that the survival state of the professional managers in the children's shoes industry will definitely improve in the next ten years.