Integration Of Children'S Shoes And Clothing Enterprises Needs Rationality

"In the increasingly brutal market, only by constantly accelerating the integration process of shoes and clothing will not be eliminated by the increasingly brutal market.

The integration of footwear and clothing is the most important way for an enterprise to move from a single product brand to a comprehensive brand of children's products.

Under such a trend, three years will be able to decide what.

It's a first-line brand, which is a second line brand.

In 2009, Mr Lv Fuqiang said that he was a senior vice premier of marketing.

Over the past few years, especially this year.

The pattern of the service market has been quite obvious. The second tier brands are already being differentiated.

The integration process of Yong Gao is relatively benign. Now the sales volume of the whole clothing can reach 35% of the total. According to such a growth rate, it is expected to reach 60% in the next few years. The rising proportion of clothing sales will be a development direction in the future.

"Asked about the integration of shoes and clothing," replied Zhang Han, the brand manager of evergreen.

Since 2009, the footwear industry has been developing the integration of shoes and garments. The evergreen people have been committed to the research and development of products and market research, so that products can better adapt to the development needs of the market.

At the same time, the training of dealers was intensified. At the end of August this year, the new sales conference of "wing Gao 2013 spring and summer shoes and clothing" was invited by the relevant experts to strengthen the theoretical training of distributors, strengthen the combination of practice and theory, and enhance the comprehensive strength of dealers.

After several years of running in, the dealer has been from the initial conflict to slowly acceptance, and now it has been able to timely send goods to the company, feedback on sales and consumers and other related information.

"In view of the current market situation, Fick is not planning to invest in clothing production for the time being.

Especially in the whole brand positioning is not mature enough, lack of relevant talents, the market is not very prosperous.

Fick sporting goods Co., Ltd. Chen Huaiyu said, "Fick will continue to play a leading role in footwear production in the future."

Since 80s of last century, Fick has been engaged in footwear production for more than 20 years. In the face of this year's severe market environment, Fick adopted a more cautious market attitude and was not eager to set foot in the field of children's clothing. Instead, he started to optimize the category structure and strengthen the combination of categories from his own advantages.

Contrary to Fick, the black cat captain of Nanhua group has shown a completely different attitude.

Black cat Sheriff formally announced the integration of footwear and clothing in the launching ceremony of the black cat sheriff's children's clothing and the 2013Q1 new product ordering meeting in September 14th.

Chen Zhongqing, general manager of the black cat sheriff, said: "everything is double faced. In all enterprises, the pace of development is slowing down. When adjusting the pace, it is a strong opportunity for us to go against the trend. What we need to do is win in danger."

In this regard, the black cat sergeant has changed the cartoon character of the black cat sergeant from his brand characteristics to the design of the product, so that he can catch up with the trend of the fashion, making it more rich and changeable, and more in line with the needs of consumers.

In early 2012, the black cat sergeant systematically combed and adjusted the sales channels, expanded the interests of the channel traders, and formulated a series of follow-up development strategies, laying a solid foundation for the sustainable development of the brand and promoting the steady development of the integration of shoes and clothing.

As an early shoe shoe integrated enterprise, Cambridge shoes and Clothing Co., Ltd. has been walking for three years. It has been adopting a stable and steady market strategy, promoting production with word of mouth, strengthening the confidence of franchisees and opening up the sales of products. Therefore, this year's market environment has not had a great impact on Cambridge.

Referring to the development trend of the integration of children's shoes and clothing and other related issues, Chen Shaojian, general manager of Cambridge, replied: "in fact, there is no such thing as" integration is a big trend of development ". This is mainly based on the strength of the enterprises themselves.

The situation of each enterprise is different, and the most important thing is to start from the reality of the enterprise.

In the future, Cambridge will focus on the design, research and development of its own products, and step by step, and strive to develop its own brand.

The integration of children's shoes and clothing is a trend of growing maturity of children's footwear industry, but integration is just one of many development trends, and does not represent all trends.

Whether or not to integrate and how to integrate should be linked to the positioning and future development of children's shoes brands and enterprises.

Especially in this year's uncertain market environment, we should rationally plan and rationally invest. We should take advantage of the situation according to the actual situation of enterprises, and integrate various resources of enterprises to give full play to their brand advantages.

In fact, as early as the development of the integration of children's shoes and clothes, insiders and experts were reminded that the integration of shoes and clothing is not simply binding sales of clothes and shoes.

However, as many enterprises and brands are still in the rugged marketing mode, the integration of shoes and clothing is the trend of development. They neglect the analysis of the market and the positioning development of their own enterprises and brands. Seeing the two words of "trend", they feel profitable.

The integrated promotion of children's shoes will also talk about "integrated" color change after hitting the wall.

Therefore, from the perspective of brand sustainable development, enterprises should clarify their brand positioning, plan their long-term development strategy scientifically and rationally, carefully study the development trend and demand of the market, adopt a diversified business mode, and not blindly follow suit, ignore the market development rules, and push themselves to the endless abyss.