Shoes And Clothing Enterprises Get Together To Spanform The Market For Children'S Products

With the rapid growth of gold in the past ten years, the brand of local sporting goods has expanded rapidly. The increase of stores has brought capital accumulation, and there has also been a large backlog of inventory. Lining, Mei bang, fan Ke, Hai Lan's home, etc. shoes After the brand has been exposed to high inventory, people regard it as a signal of the slowdown in the industry. In 2011, the annual growth rate of domestic sporting goods industry decreased from 20% in the past to 13%, and the growth rate is expected to further slow down to 5%~8% this year. Accordingly, it has been said that the industry has entered a period of adjustment, spanformation is imperative.

Adult shoes and clothing inventory backlog, growth slowed down, and children's products market is thrived. Compared with highly competitive adult shoes, children's money is indeed better. Many parents spend more money on buying shoes for their children. With more profits and broader market space, many sports brands have focused their attention on the children's products market and scrambled for the cake. In 2012, it may become the year of major sports brands to develop children's business.

Optimistic about children's products market

Anta, the first sports brand to enter the children's market in China, has quietly accelerated the pace of children's wear. In 2011, Anta's children's clothing store jumped from 383 to 632, far exceeding the number of 500 stores planned at the beginning of this year. The pace of expansion this year may continue to accelerate. In April this year, XTEP said it would launch a series of casual shoes represented by X-TOP brand and a series of XTEP 1+1 children. Clothes & Accessories We plan to open 100 children's clothing stores during the year. At the end of April, the 361 degree children's clothing with more than 1400 stores in China signed a strategic cooperation agreement with CCTV children's channel, and the strategy of expanding the children's market was unwavering. In the early May, Lining distributed the children's clothing market in a high-profile fashion. He released the development plan of Lining's children's clothing in the next 5~10 years, and launched a new management team and brand new logo.

"Speeding up the development of children's wear field is on the one hand optimistic about the future development potential of this field, coupled with the fact that there is no strong brand in the domestic children's clothing industry at present, which is also an opportunity for the growth of the new brand. On the other hand, 361 degrees also hopes to pull the group's performance and form a new profit growth point through multi brand strategy." 361 degree capital operation vice president Chen Yongling said.

Scramble for talent

The development of the first generation of children's shoes enterprises that first entered the market for children's shoes was uneven. The children's shoes enterprises in the rising stage frequently threw olive branches to professional managers of adult shoe enterprises. According to the introduction, some of the brands that are developing faster in Quanzhou's children's shoes industry, such as ABC, Kate, gang Deng, small camel, Bumblebee, Bumblebee, Wan Tai Sheng, are all from the adult brand, many of which are from Anta, XTEP and 361 degrees.

"More intensive" job hopping "took place in 2011, and 70%~80%'s 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. In 2007, Luo Zhengming switched to ABC. "At that time, many of the 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. After entering ABC, Luo Zhengming first copied the monopoly system of adult sports to the children's brand, and achieved success. In 2007, the monopoly outlets of ABC expanded rapidly, and sales doubled over 2006.

The rising space is narrowing and the occupation is hitting the ceiling. At the present stage, the platform that children's shoes enterprises can offer to professional managers will be wider and wider. This is the common reason for the spanformation of most professional managers. Chen Shuqing, Deputy Secretary General of the Fujian children's shoes Association, said: "although there are some differences between big shoes, big clothes and children's shoes and children's clothing, it is possible to set up the talents and control the market. The elite of adult shoes and clothing will bring fresh management concepts to the children's footwear industry." At present, some important things that children's shoes industry is doing, including meticulous management, team building, regional market, model market and single store profit promotion, are all things that adult brands have done. With the overcapacity of adult sports brands, the industry will enter the "bottleneck" period. In 2012, more adult shoe and clothing marketing talents will be spanferred to the children's footwear industry.

This top-down talent flow has indeed made some successful marketing talents from "big shoes" come true, helping 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. The problem is that some professional managers do not take into account the financial strength of children's shoes enterprises, and directly apply the adult brand's channel expansion mode and brand promotion mode, and finally bring the response of the enterprises to climate change. {page_break}

Channel winning

In terms of channel strategy, can the adult sports brand's successful monopoly system really take root in the children's market? Is the strategy adapted to the development stage of children's shoes, or is the performance of enterprises eager for quick success and instant benefit? Can the children's shoes be overcome by the rapid change of channels? After nearly two years of advertising, star, terminal, promotion and other marketing wars, the brand operation cost of children's shoes has been greatly improved, the profits of products have been gradually diluted, and the brand homogenization is serious. The channel planning of children's shoes has increasingly been valued by businesses.

Looking at this year's Quanzhou children's shoes brand order meeting, "winning the terminal" breath has never been so strong. Channel winning is our common theme. ABC, Yong Gao, Kate, CE, Tutu, Spiderman and so on have released channel planning. With the brand positioning becoming clearer, the positioning of children's shoes is becoming clearer.

"The channel of children's shoes is relatively rich. Street stores, store shops, shopping malls, large business super counters, no matter which channel is the main channel, as long as they are ready, their sales and scale benefits are considerable. In the process of promoting the upgrading of the monopoly system, we must plan their terminal mode according to the brand positioning and development stage, set the main channel, and gradually compile the extra pipeline, so we can't just look at the immediate interests, but not to reform." ABC Brand Manager Huang Weicheng suggested.

The channel of children's shoes industry is diversified and complex. The channel format can not replace the channel. Experts suggest that we can seize the sales position first, and then plan the channel design. In the game of "sales volume and upgrading", we should go deep into the regional market and do well in the deep level. market Development and brand building, assisting agents in channel standardization and upgrading, and facing the channel expansion and competition pressure with agents.