Children's Shoes Enterprises Need To Pay Attention To Marketing Skills

Chinese children shoes No branding or brand The influence is too weak, which is universally acknowledged. In this regard, insiders analysis said that for the current children's shoes industry, products, cycles, prices and so occupy a large share, but it is because we are fighting products to fight prices, resulting in the market mostly stay at the low level of competition, the profit margin is not large, the pressure on the development of enterprises has increased dramatically.

How to increase the sale of children's shoes has become the selling skills and urgent problems to be solved for all children's clothing enterprises.

First, market segmentation.

Children's shoes become a separate category in the market. First, the intensified competition in the domestic footwear market has prompted enterprises to further segment the market. The two is the gradual development of children's consumption towards individuation and branding in China. The linkage effect produced by these two factors makes children's shoes become an effective subdivision of the whole footwear market. The survey shows that the market size of children's shoes aged between 0 and 14 is around 30 billion yuan.

It is against this background that domestic brands have gradually emerged in the domestic market, including Haier brothers, Lining, Anta, Babu beans and Dr. frog, which focus on the operation of children's shoes. In recent one or two years, they have set up shop for children's shoes and clothing in the center of big cities, hoping to attract middle and high-end buyers in the city. Foreign famous brands Nike and Adidas also subdivide children's shoes and set up exclusive stores in some parts of the mainland.

　　 Children's shoes Sales usually take people under 14 years old as consumers. Before the domestic children's shoes sales market is mainly wholesale and retail, no brand operation, with the increase of Chinese consumption ability and health awareness, children's consumer groups have undergone qualitative changes. In the decision-making process of buying children's shoes, the modern consumer group is a combination of "rational and sensibility". It pays attention to the price performance of products, and also considers the factors of brand fashion and interest. This is a challenge for all children's shoes enterprises.

The experience marketing mode prevalent in many industries has become an effective tool for children's shoe brands to carry out marketing activities. Therefore, how to make target consumers truly "experience" to the relevant products and brand information is the focus of marketing for children's shoes enterprises.

Two, build children's shoes brand

At present, the path composition of child shoes enterprises is gradually approaching to specialization, fashion and brand, which has formed a collection of children's shoes. clothing The integrated operation mode of wholesale and retail terminals, department stores, stores, shops, children's living rooms, etc. This is the inevitable result of fragmentation of the market. On the other hand, it shows the attention of children's shoes enterprises to customer experience.

Three, pay attention to health

The skeleton of children is in the period of growth and development. The requirement of foot space is quite different from that of adult shoes. Compared with the adult footwear products, the health requirements of children's shoes are more stringent. Therefore, children's shoes enterprises need to pay more attention to the "health" indicators at the functional level of the products, such as fabric selection to highlight the characteristics of moisture absorption, breathability, expansion and non-toxic and pollution-free. The process should pay attention to energy saving, consumption reduction and environmental protection, and also achieve balance in terms of safety and comfort. Then, through advertising, sales commentary and print promotion, consumer groups can experience the "healthy" attributes of products.

The business of doing children's shoes is the same as many other businesses. The method is exquisite, and how to make the business of children's shoes different from other brands, then the method must be done in place. To build the experience marketing mode of children's shoes brand, we also need our children's shoes enterprises to start with the healthy functions of products, actively and effectively combine the fashion elements and values that children recognize and carry out corresponding marketing activities, so as to finally enable enterprises, industry To achieve long-term win-win situation with consumers. The experience marketing of children's shoes will also be continuously enriched and perfected in this process.