Adult Shoes And Clothing To Join The Children'S Shoes Industry Brings Fresh Management Concepts.

The introduction of adult shoes and clothing elite brings fresh management concepts to children's footwear industry.

With a keen eye and a spirit of struggle, the first generation of children's shoe owners took a piece of iron with their shoulders. However, with the emergence of uneven brands and pressure, the family management of "big brother tube production, second brother financial management and three brothers brand" has been unable to cope with the changing market.

Looking for professional professional managers and creating professional marketing teams, children's shoes enterprises are in the ascend stage, frequently throwing out "olive branches" to attract talents, while career managers who are looking for career promotion have quickly accepted the "olive branch".

70% marketing talents come from "big shoes".

In 2007, Luo Zhengming, who was also a marketing director of Worden card, was the first to jump into the children's shoes industry from the vigorous development stage of the adult sports brand, and was responsible for the marketing of the brand ABC of children's shoes.

Luo Zhengming, who has just entered the field of children's shoes, is a little out of tune. "At that time, many children's shoes enterprises were still in an extensive mode of operation, no marketing team, no monopoly channels, and wholesale products." However, it is such a less regulated industry that gives Luo Zhengming room to play. Get into
After ABC, Luo Zhengming first copied the monopoly system of adult sports to the brand of children, and achieved success. In 2007, the monopoly outlets of ABC expanded rapidly, and sales doubled over 2006.

In 2008, after Luo Zhengming, Chen Binggao, who is now vice president of Wan Tai Sheng marketing, turned from an adult brand to a children's shoe industry, becoming an earlier group of marketing talents from "big shoes" to "small shoes".

"More intensive" job hopping "took place in 2011, and 70% to 80% of children's shoe brands began to introduce professional managers from adult brands. Luo Zheng Ming, vice president of operations at the current pet dog, said. It is reported that at present, some brands such as ABC, karding and gang Deng are developing rapidly in Quanzhou's children's shoes industry. Small camel The marketing leaders of bumblebees, bumblebees, Wan Tai Sheng and so on are all from adult brands, many of them from Anta, XTEP,
361 degrees and other front-line sports brands.

Looking for a broader career platform

"The space for ascension is narrowed and the occupation touches the ceiling." This is why Luo Zhengming and Chen Binggao chose to leave the adult brand. Obviously, this is also the common reason for the vast majority of professional managers to transform their industries.

"Adult Sports brand The development is relatively mature. The first and second tier brands are more willing to introduce world-class professional managers from some multinational companies, and local marketing personnel have no room for improvement in the talent environment like strong hands. Wan Tai Sheng, chief executive officer, said.

Compared with the abundant talent reserve in the adult sports market, the talent in children's footwear industry is relatively scarce, especially in marketing and design talents. Chen Shuqing, Deputy Secretary General of Fujian children's shoes Association, believes that the marketing talents are from "big shoes" to "big shoes".
The flow of "small shoes" is also a kind of talent's "south to North Water Diversion" project. "Although there are some differences between big shoes, big clothes and children's shoes and children's clothing, they are connected in terms of talent formation and market control. The elite of adult shoes and clothing will bring fresh management ideas to children's shoes and clothing industry."

"At present, some important things that children's shoes industry is doing, including meticulous management, team building, regional market, model market and upgrading of single store profits, are all things that adult brands have done, and this is also inseparable from the experience and ideas accumulated by adult managers in adult brands." Luo Zhengming said.

Avoid copying the model "acclimatized"

"Chen Shuqing said that with the overcapacity of adult sports brands and the industry entering the" bottleneck period ", more adult shoe and clothing marketing talents will be transferred to children in 2012. Children's shoes Clothing industry.

However, Chen Binggao also saw some worries about such a wide range of talent flow. "Risk comes from two aspects, on the one hand is the superstition of entrepreneurs, hoping to realize the rapid development of enterprises with one or two professional managers. On the other hand, it comes from professional managers themselves, and some are too eager for quick success and instant benefits. Before fully understanding the characteristics of children's industries, they begin copying the operation mode of adult brands."

"In recent years, there are indeed some successful marketing talents coming from" big shoes "to help children's shoes achieve rapid development, but there are also some losers. For example, in 2011, many of the professional managers who jumped into the children's shoes industry left the children's shoes industry after a year's work. Luo Zhengming said, the problem is that some professional managers do not take into account the financial strength of children's shoes enterprises, and directly apply adult brand's channel expansion mode and brand promotion mode, and ultimately bring some bad chain reactions to enterprises.