Children's Shoes Also Need To Be Divided Into Markets.

A few days ago, another season ordering of the brand "baby Beibei" of Beibei Tong children's products Co., Ltd. is now in full swing.

According to introduction, since last year "little Beibei" Children's shoes After announcing the march into the baby shoe market, the market has responded well. Its cash operation mode has made some local children's shoes brand salivate to the "cake" of baby shoes, and have introduced children's product lines.

Children's shoes enter the market of "baby shoes".

However, it is puzzling that many brands such as Hongfa and many other children's shoe brands have put the children's product lines outside other businesses. They only charge part of the brand's royalties. For whatever reason, in the face of the baby shoe market, Jinjiang's local children's shoes brand has a very different queue phenomenon.

According to the insiders, making baby shoes brand must be considered from a long-term strategic objective, which involves the preparation of funds (adequacy), brand, product style, sales price positioning, the establishment of R & D strength, and finally to the production cost control, channel positioning, investment target selection, brand promotion and a series of links.

Another market segment?

So-called Treasure shoes It is defined at age 0-3, with no more than 20 yards, and is designed for children who are crawling or learning to walk. In Jinjiang, most of the children's shoes brands locate their brands in Zhongda children's range. The number of shoes involved in baby shoe product lines is few, while professional positioning baby shoes are few. Babe Tong launched the "little Beibei", which can be pioneered in Jinjiang baby shoes market.

Bei Bei, general manager of Tong Tong children's products Co., Ltd., Ke Heng Jin, said in an interview with reporters that the current era of brand segmentation is that enterprises can only be strong professionals. This year, Bei Bei Tong will take the "differentiated" brand mode. "Little Bei Bei" will position professional, healthy and comfortable baby shoes. Differentiated positioning will surely separate the other homogenized brands on the market, and the baby shoe market will be another sub market of Jinjiang children's shoes.

Dai Xinmin, northeast agent of Yong Gao sporting goods Co., Ltd. said that at the age of 0-3, the feet of children are the most young and vulnerable, which means that we need to take full consideration of fabric selection, breathability design and softness and comfort of soles. It is also because of strict requirements for products, so few enterprises in the industry are willing to calm down to study this aspect, let alone build corresponding brands, and have not formed a complete brand operation system.

"Positioning yourself as a professional manufacturer of a clear baby shoe, and carefully designing and creating shoes that are favored by parents and children may be a good way to break through the market, such as Zhejiang's alfbbe, which is a successful brand in the market." Dai Xinmin said that relying on the brand atmosphere of Jinjiang's brand capital, drawing on the brand operation cases from the industry, integrating all kinds of high-quality resources, or will be able to hatch more professional shoes brand.

This view has been recognized by Fan Qihui, a marketing assistant of Quanzhou maimen Shoes Co., Ltd., adding that the differences in the channel patterns between the shoes and the shoes of the small and medium-sized Maria Tung shoes make the operation of the shoes more adequate cash flow, which plays a vital role in the operation of the brand.

　　 Lack of supporting industry chain

Although baby shoes market space is good, but let Jinjiang local Brand of children's shoes The reason why we are reluctant to move late is that the cost of baby shoes in Jinjiang is generally high, but the price is not sold.

In fact, not only is the requirement of softness, baby shoes have requirements for the last shape and material, the overall quality requirements are high, and all production processes are the same, so the profits of shoes are lower than those of other categories. Fan Qihui told reporters that after repeated consideration, they finally decided to license their own brand baby shoes to an enterprise in Zhejiang, and only charge a certain royalty.

At present, the production of baby shoes is mostly in Guangzhou and Jiangsu and Zhejiang provinces, where there are quite a number of baby shoe professional brand manufacturers, forming a small scale industrial cluster, and basically Jinjiang children's shoes enterprises start with children, basically 20 yards or even 22 yards, and the existing production chain can not meet the requirements of baby shoes production industry chain.

Huang Weicheng, planning manager of ABC children's products Co., Ltd. told reporters that in addition to considering the production cost of baby shoes, the channel of baby shoes is also quite different from the brand of Zhongda children's shoes. Basically, there are no exclusive stores, mainly scattered bulk, shopping malls, maternal and infant products supermarkets.

"The final manifestation of the brand needs to be manifested through the monopoly system, and the brand value added through the monopoly system. But often relying on a single category of baby shoes is not enough to support the operation of the whole brand system. Does this mean that baby shoes can only linger at the low profit threshold?" Huang Weicheng expressed concern about this.

Dai Xinmin suggested that we must have the conditions of making baby shoes brand with funds, R & D, production, cost control, brand planning and execution. Because the brand of baby shoes should be considered from a long-term strategic objective, we need to consider and ponder deeply from the preparation of funds, the positioning of brands, the positioning of product styles, the positioning of sales, the establishment of R & D strength, the final production cost control, the positioning of channels, the selection of investment targets, and the promotion of brands.