Analysis Of The Market Situation Of Children'S Shoes: The New Warring States Era Has Arrived

Hot topics:

According to the survey, every "six one" and other statutory holidays and changing seasons are the peak sales period for children's brands.

In the recent international children's day, children from major shopping malls in China

The sales area, which is represented by children's shoes, is more popular than before.

After 80 parents become the main consumer. With the continuous increase of this group, the Chinese children's market will also move towards trillions of "rich ore belt".

Main contents: the "new Warring States" era of children's shoes industry

Q1, how do you view the current development of China's children's shoes market?

China's baby industry has an increase rate of 30%, and the domestic children's shoes market has at least 38 billion yuan market scale each year.

Under the fierce competition of women's shoes and men's shoes market, the children's shoes market has become a battleground for the military.

China's children's shoes, whether in consumption or production, are currently in the golden stage of development.

With the "brand building movement" becoming more and more intense and the market competition intensifying, the children's shoes industry is facing the "new Warring States" era, and gradually formed the three major development sections, which are mainly Fujian, Jinjiang, Zhejiang and Guangdong.

The rapid development of children's shoes industry has aroused widespread concern.

Q2, in recent years, many adult sports brands have taken an active part in the market of children's shoes. What do you think is the shortage of children's shoes?

At present, China has tens of thousands of shoe making enterprises, and the number of children's shoes made by adult brand is relatively small, and the investment in research and development is relatively insufficient. Most enterprises design and produce children's shoes with the idea of adult shoes. Many children's shoes are made from adult shoes, from the style to the material. Quite a number of children's shoes are too big before, the soles are thick and the heels are too high.

In contrast, the enterprises focusing on children's shoes are more meticulous and comprehensive in the study of children's growth, and have also formed a larger scale in production and marketing.

In addition, the majority of professional children's shoes brands have established a long-term good image in the minds of consumers. These are unmatched by adult brands that have just entered the market for children's shoes.

Q3, at present, there is no leading brand in the domestic children's shoes market. What do you think is the reason for this?

The brand of children's shoes in China is rarely known. Although many shoe companies have invested heavily in various publicity and promotion, their effects are negligible. The dominant brand has never grown up.

The lack of famous brand of children's shoes in China is due to the late development of children's shoes industry. On the other hand, the lack of core competitiveness of children's shoe brands in China has not carried out targeted strategic planning according to their own circumstances, and the spread of brand homogenization has hindered the development of children's shoes enterprises and the improvement of market share.

Q4, then, how should children's shoes enterprises carry out targeted strategic planning according to their own conditions so as to increase market share?

In today's increasingly fierce market competition, if children want to improve their market share, they must formulate targeted strategic plans according to their own circumstances.

Strategic planning is a development plan for a specific period of an enterprise.

As children's shoes enterprises, first of all, we must have clear objectives of enterprise development, and then formulate a series of measures to achieve the goal according to this goal, and take the promotion strategies and marketing strategies that conform to their own development.

At present, there are quite a number of Fujian's own brand of children's shoes, which has pioneered the animation marketing mode, combined with the animation industry, combined with animation to promote integration, so as to form differentiated competitive advantages and counterbalance brand homogenization.

Q5, many children's shoes try to expand their stores and store counters, but the effect is negligible.

In the process of market expansion, children's shoes enterprises have to face the problem of construction and management of channels.

In the past, many children's shoes tried to develop in the form of specialty stores and shopping malls, but the results were not satisfactory.

The biggest reason is the weakness of enterprise terminal management and control.

If a child enterprise wants to achieve sustained and rapid development, it must have a complete terminal management and control system. By increasing support for the terminals and strengthening training, it will fundamentally improve the terminal management level.

Q6, under the background of the market, many brand businesses are lamenting the bad business, but the market demand is increasing.

First of all, I do not think this is a contradiction, because it is based on the fact that it reflects the reality of the children's shoes industry: domestic shoe manufacturers mainly operate in the form of foundry and wholesale trade, lack of understanding of consumers' needs, do not pay attention to the research and development of products, and do not continue to establish and maintain brand assets, so it is difficult to gain a firm foothold in the market.

On the one hand, consumers sigh that they can not buy the right children's shoes. On the other hand, the increasing inventory of children's shoes manufacturers reflects the seemingly contradictory market phenomenon.

Q7, with the continuous fierce competition in the industry, how can children's shoes enterprises enhance their core competitiveness?

After years of development, the scale and technology of children's shoes industry in China are relatively mature, but they are still lagging behind in terms of enterprise management, product development and brand building.

In the serious market of homogenization, children's shoes enterprises must have core competitiveness if they want to occupy a place for development. Ensuring the orderly management of enterprises, innovating the technology of product development, and forming differentiated brand competitive advantages are important parts of realizing the core competitiveness of enterprises.

Q8, many children's shoes enterprises favor "color marketing". What do you think their advantages are?

With the popularity of fashion, the use of color has also received the attention of the majority of children. Many child enterprises have integrated the color marketing strategy in product development, production, appearance design, brand packaging and other links, and achieved good results.

The advantages of color marketing are as follows: first, the color of children's shoes is changed from single color system to multiple combinations of colors to attract consumers' eye and promote their desire to buy.

Two, children's shoes store environment is reasonable and full use of color. By emphasizing some key details, we can convey the information of goods more clearly and effectively.

Three, tailor children's shoes store image for children, use color to make products emotional, communicate with consumers, and enhance consumers' brand perception.

Q9, recently, some famous children's shoes products in the market have been exposed to quality problems, so standardizing the quality of children's shoes has become the core of the market again.

As a shoe making enterprise concerned with the growth of children, we must attach great importance to the selection, materials and design of children's shoes.

Because the children's body is in the peak period of development, the quality of children's shoes is particularly important for the healthy development of children.

In view of the frequent quality problems recently produced by the children's footwear industry, the relevant departments have also formulated a series of standardized footwear standards, aiming at enabling children to enjoy children's shoes with higher quality and safety.

Under the premise of quality assurance, children's shoes with fashionable designs and brightly colored children also show the lively and lovely character of children.

It can be said that paying close attention to children's growth and creating healthy and comfortable children's shoes for children are important prerequisites for the rapid development of enterprises.

Q10, the existence of any brand must have its own unique value, and this value system should be passed to consumers.

Because of the particularity of consumers' brand goals, brands should be more targeted when communicating their core values.

How to effectively communicate with consumers through brand core values can be achieved through the following aspects: first, in-depth communication with products and services, so that children and consumers can feel the brand's unique value at close range; secondly, carry out a series of public relations activities that involve children and parents actively and highly interact, so that they can have a real experience of brand value; they can also promote some promotional activities around the brand theme, penetrate the brand value and deepen the impression of consumers; in addition, provide consumers with appropriate value-added services, so that consumers can feel unexpected gains and surprises, so that they have deeper identification and higher loyalty to the brand.

Q11, can you share with us your unique insights and experience in business management?

With the expansion of production scale and marketing channels, management level has become the key to long-term development of enterprises.

Only by keeping the orderly operation of management can we achieve the pace of enterprise development.

In terms of strategy, enterprises should formulate targeted development plans according to their own actual conditions to ensure that enterprises operate well; in marketing, we should further strengthen diversified development and comprehensive control of channels; in personnel and information construction, we should cultivate a team with fighting spirit and innovative spirit; in terms of financial management, enterprises should establish a scientific mechanism to form a scientific recycling system to accelerate the withdrawal of funds and promote the sustained and rapid development of enterprises.