Children'S Shoes Ring The Electricity Supplier'S Door To Write A New Chapter Of Shoes And Clothing.

In 2012, the shoe industry was particularly special, with internal and external troubles, pformation breaking through, challenges and hopes coexist.

When

And casual shoes have encountered bottlenecks in development, children's shoes have a large enough market development space to usher in their own spring, and quickly occupy an important position in the footwear industry. However, as the famous sports brands compete for the test of water children's brand, the development of children's shoes has been greatly challenged, and the sales scale and the cost of channel construction do not match, which has become a topic of deep concern in the field of children's shoes.

At the same time, with the rapid development of e-commerce in recent years, the brand of adult shoes is also in the field of electricity suppliers due to high inventories. Many shoe and clothing enterprises have integrated e-commerce into the strategic planning of enterprises, and this will also have great room for children's shoes. Unlike many adult shoe traders, the brand of children's shoes has yet to emerge as a leader in e-commerce. Therefore, there is bright future for children's shoes e-commerce.

When children's shoes meet with the two hotspots of e-business, the energy burst out of the market will trigger a new round of shuffling of the footwear industry.

Market determines value.

First of all, at present, China, as the parent of children's shoes, has grown up from the Internet age. Their consumption habits and brand and product cognition are significantly different from those born in the last generation. They are keen on fast and convenient online shopping, and are willing to record and share children's growth process online.

In view of the trend of public opinion, the sales channels and marketing methods of children's shoes enterprises should make necessary changes in combination with the characteristics of e-commerce and the audiences. On the other hand, the market of Chinese children's shoes and clothing has been in the stage of multi brand competition, regional competition, lack of high quality products and national well-known brands. Children's shoes are the last market space for deep digging and digging in the competitive clothing market.

Under the circumstances of low market coverage and high human cost, e-commerce has become an important channel for new brands to rise and small and medium-sized brands to become bigger and stronger.

Considering the two dimensions of the development of domestic e-commerce and the core users of the Internet, it is an ideal choice to achieve the brand building and sales of children's shoes by means of e-commerce.

The channel cost is relatively low and the risk is relatively controllable.

By building a flagship store for children's shoes on the mainstream e-commerce platform, its cost is lower and controllable than that of offline stores, and the users of Internet users and children's shoes groups are high enough to carry out product sales more effectively.

Consumers with wide coverage and effective fragmentation.

Because the radiation radius of traditional physical stores is limited, it is difficult to form a scale market in a certain area.

But the network channel has broken through the space restriction, a network shop can effectively cover the national market, the aggregate fragmented market constitutes the scale market.

In addition, the development rhythm of goods can be controlled to reduce inventory risk.

If we build traditional sales channels, it is unavoidable to store goods and stock.

By means of e-commerce, on the one hand, we can reduce the actual product distribution, reduce unnecessary inventory, and adjust product development and market corresponding products according to the actual sales situation of the products. We should try our best to minimize inventory, minimize risks, develop controllable, and effectively integrate product sales with brand building.

On the one hand, the products are sold by the means of electronic commerce, on the other hand, the brand is set up. Even according to the sales situation of the product, it can adjust the investment and planning of brand marketing in time.

In order to avoid the cost and risk caused by the low sales conversion rate of high brand marketing communication and the lag of the lag of advertising effect under the traditional channel mode.

The brand of children's shoes rings the electricity supplier's door.

Because children's shoes are not highly profitable in the shoe and clothing industry, even in the 2010 when e-commerce is in full swing, children's shoes e-commerce is still developing in a "non mainstream" posture.

But not all brands are comfortable with each other. In the traditional children's clothing brand, Taiwan ABC -- a consumer familiar brand, has more than 1000 entity shops. Because of the relatively low children's shoes in the clothing profit rate, children's shoes haven't become the main business before 2010. But with the increasing demand of electronic commerce enterprises for many kinds of products, ABC children's shoes will put the development of Electronic Commerce on the agenda, and the bold test of water e-commerce will also usher in a leap development. It also marks a breakthrough in children's shoes in this brand new channel.

At present, ABC children's shoes e-commerce is mainly dumping inventory, sales line brand, further consolidate and stabilize the share of sales.

In 2010, a press conference on the statistical results of China's commodity sales was held in Beijing, and the statistics and monitoring information on brand sales of various commodities were disclosed.

Among them, the ABC children's shoes occupy the first place in the market share of the domestic children's shoes in the market share of 9.36%. The comprehensive occupancy rate of the ABC children's clothing market occupies the top ten position of the children's wear market in China, which has laid a solid step for its subsequent development.

With the brand value of 1 billion 238 million, ABC children's shoes set up an e-commerce operation center in Xiamen. The team size is within 100 people, so that the e-commerce market can be developed. Without advertising, Taobao's sales exceeded 50 thousand on Taobao.

Based on good results and at the same time, in order to facilitate the promotion of the resources of the network platform, and further develop cooperation with brand e-commerce, ABC has begun to diversify its e-commerce channels.

According to the market research department, domestic children's shoes have 60 billion market potential.

This is very tempting for many shoe and clothing enterprises, but for children's shoes e-commerce, this new channel will become a competitive channel with the change of shopping habits of the 80's parents.

According to the survey, the average surfing time of the Internet surpasses 5 hours per day, and the number of women is higher than that of men. This figure also shows that 80 generations already have a very mature network living habit. With 80's becoming parents of new generation, they gradually become the main selling body of children's shoes, and the development of children's shoes e-commerce has entered a fast rising stage.

Focus on market segmentation

Focus on children's shoes, local brands - small blue sheep Tmall flagship store sales for the first time to break through million, become the official certification five-star service shop.

According to the demographic data, the number of babies aged 0-6 years will reach 90 million in China in the past 2011-2015 years, and the total market of children's shoes in China is about 30 billion, and the potential market in the next 5 years will be at least 100 billion yuan.

As a brand of baby shoes sold in 17 countries and regions in the world, Xiaolan is the most important brand in the world. The small blue sheep is mainly based on Tmall mall in the e-commerce channel, and radiated the three party platform such as Jingdong and eBay. While concentrating on product design, with the help of third party outsourcing service providers to solve the problems of talent, technology and operation experience, Xiaolan quickly grabbed the market with strategic cooperation.

But what distinguishes little blue sheep is that it only focuses on children's market from 6 months to 6 years old. The products include BB series toddler shoes, SQ series fun toddlers and UI series sneakers.

At present, little blue sheep Tmall flagship store is provided by XinDa, which has many years of experience. It has a set of process standards from channel planning, platform building, online store operation, integrated marketing to warehousing and logistics.

For small blue sheep, speed, quality and service are the main reasons for outsourcing. With the continuous improvement of online sales, we can also effectively disseminate the culture of children's shoes which are praised by little blue sheep with the help of new media marketing channels.

At present, the small blue sheep Tmall flagship store has been online for several months. The total paction volume has already broken through tens of millions, and has developed rapidly at the speed of 30%, and has 100 thousand young mother members. It has also been certified by Tmall official as five-star shop because of its professional service.

According to e-commerce data expert Li Longfei: China

The industry is facing the accumulation of children's shoes enterprises with solid foundation, putting R & D and independent innovation, making the product line become a plump system for the integration of shoes and clothing, supporting a large sales terminal that can provide one-stop service, and laying the layout throughout the country, moving the order to the target market. The laying of online sales channels has become an indispensable part of traditional enterprises. However, due to the difference between the carrier and the audience, the entity sale and the online operation have been different.

Traditional enterprises may encounter embarrassment in operation, and professional e-business outsourcing services can provide a complete set of online sales solutions, which is undoubtedly the best choice for the development of e-commerce for children's shoes.

{page_break}

Singing the theme of service

According to the latest statistics from AI consulting, the 2011Q3 e-commerce market in China has reached a scale of 1 trillion and 800 billion, an increase of 47.6% over the same period, an increase of 9.1% over the same period, and a steady growth in the e-commerce market.

Faced with this development trend, more and more traditional enterprises are trying to enter the field of e-commerce, with a view to expanding their sales channels to cater to the public consumption habits.

Anne children's shoes have been upgraded to the Taobao flagship store while the development of the electricity supplier market is booming. With the help of Tmall mall, the company has stepped into the rapid development of e-commerce.

Every holiday season, online shopping will enter a new round of holiday promotion season. The heat wave of the whole store and people's crazy rush will stir the online shopping market.

Ann's children's shoes also launched promotional activities at Taobao's Juhuasuan. On the same day, tens of thousands of pactions were made. This is also the first large-scale promotional activity after the upgrade of the official flagship store, which is a comprehensive assessment of the electric services of the company after upgrading.

In order to provide consumers with detailed product details, the Taobao flagship store displays and explains the details of each shoe in the early stage of the activity. In view of the family custom-made parent-child suit, the baby description shows the characteristics of the design, including the high quality cotton fabric, the inner surface of the fleece, the thick rib fabric of the cuff and the hem, so that the consumers can feel the comfortable touch of the clothes without personal experience.

During the event, the electronic business team of the company took 24 hours to receive orders, and provided self-help services and other channels to provide consumers with timely and thoughtful pre-sale consultation and after-sales service.

As a result of this activity, Taobao's flagship store not only gained 4.9 points of customer satisfaction, but also scored more than 26% of the score points, especially the seller's service, which has been well received and paved the way for its e-commerce.

At present, children's shoes have a certain number of fixed purchase population.

It is possible to get such a high level of consumer recognition in just a few months after the upgrade, thanks to the whole service mechanism and good team execution.

According to the staff, the company has set up an electricity supplier center last year, and set up a professional e-commerce team to subdivide pre sales, order audits, after-sale customer complaints and replacement professionals, and introduce related customer service performance management software to ensure the comprehensive service quality of customer service staff.

"The service is in place and the product is comfortable" is the soul of Ann's development.

Not long ago, Ann customer service staff received the order message from Ms. Zhang in Beijing. She said she wanted to buy a suit for her next birthday niece, hoping to enclose a birthday card.

After receiving the message, our customer service staff specifically invited the company's colleagues to design a birthday card, attached to the parcel, and also presented the limited edition DIY calendar and the "Li" is an annual product.

The customer was very moved after receiving it, and there are a lot of incidents like this.

Ms. Huang, who is responsible for market research, said.

Although more and more customers are shopping at Taobao store, she still believes that there are many urgent needs for Taobao's flagship store, such as enhancing store optimization, customer service integration and warehousing independence.

Vertical field "fast" headed by

Insisting on the core concept of "better performance" is the goal that the red kid has never changed. As an early brand involving children's clothing, the children's shoes brand of Shanghai children specially organized an elite team for e-commerce, and established an independent e-commerce company in Shanghai, and has an independent e-commerce platform.

After several years of development, the red boy e-commerce website has a good brand foundation and a large storage center.

Red child focuses on providing children with fashionable shoes to create a more happy and colorful childhood free life for the vast number of Chinese children.

"In 2011, the red boy brand and the Chinese fashion and fashion authority, the China Fashion Color Association, formed a strategic partnership to launch the new fashion launches for children's wear in China."

The director told reporters that "red boy's product development center is located in Paris, France. The designer has developed a series of products suitable for Chinese children based on the latest international trend and pulse, combined with Chinese fashion and color."

The product hall of the red boy brand is colorful, and designers seem to be trying to break the "gray" economic scene with colorful and bright colors, conveying the spirit and hope of childhood. Each color collocation is the core concept of the red child brand "better color".

"Fast fashion" includes several core elements: fashion, fast update, and high price, so fast fashion is also known as "popular fashion" by the public. It is a tidal current experience that everyone can afford.

The "fast" of the red boy's children's shoes, which is the main fashion for fast fashion, lies here.

Red child has been committed to providing children with a healthy, healthy and healthy childhood through the provision of affordable and high-quality fashion costumes.

The main audience group is mainly children aged 3-16 years old. Because these groups are in the period of rapid development, they grow fast, have a large amount of exercise and have a high frequency of replacement. The idea of "fast fashion" can closely link the brand of red children with the audiences. It not only embodies the brand connotation of red children, but also resonates with the emotional demands of the audience.

In the past two years, all the Lords have stepped into the market of children's shoes and clothing. Children's shoes E-business has unlimited market potential. Who will become the leading brand in the future?

It is not easy to predict whether the leading brand of the children's clothing e-commerce is born in the Internet or rooted in tradition. However, it can be determined that the successful children's shoes brand must be good at combining their advantages with the network technology characteristics, and at the same time can utilize and promote the excellent partnership partners to build and maintain the brand value brand.

Professional reading market

The ups and downs of the development of an industry are normal. The most important thing is whether the industry is complied with the development of the social living environment. The electricity supplier is not in a downturn but in the adjustment period.

After the first two years of the crazy money competition, the advertising competition volume is low, and now slowly return to a more rational state.

It is a manifestation of the electricity supplier's search for a truly sustainable, suitable development track for China's market and China's national conditions.

Li Bo, the founder and industry observer of a well-known e-commerce shoe and clothing brand: I am optimistic about the development trend of children's clothing e-commerce, but I also like the prospect of the development of the whole children's clothing. Otherwise, the green box will not start to shop again under the water line.

I think there is no difference between a real brand name or a "traditional brand" or an "e-commerce brand". What really attracts consumers is products and services, rather than online or offline.

The brand that truly allows consumers to recognize should be both offline and online. Parents who are accustomed to online shopping or physical purchase can be recognized as the real leader in children's wear.

Dong Congfei, e-commerce Investor: after the electricity supplier earned money in the money making and discount sales promotion, this shortsighted approach has increasingly exposed the damage to the market and brand.

Therefore, we need to think about how to return to the basic values and laws of Commerce, establish our own brand, maintain brand value, and make profits by brand added value instead of simple sales.

This concept is deeply rooted in brand concept for brand dealers.

Kong Hang, the director of brand promotion of Parker lane, in order to grasp the opportunity for the rise of e-commerce in the past two years, we have conducted detailed research and planning in many aspects.

The change of shopping groups makes children online buying children's clothing no longer the lowest demand.

The long term reputation of the entity stores has dispelled the concerns of customers, and the online stores have added the geographical limitations of the physical stores.

With the popularity of network construction, the emergence of 4+2+1 family mode and the reduction of urban differentiation, the brand children's clothing, especially the development of network operation, is relatively large, which can serve as the main attack market for the development of children's clothing brand terminal network.

Cao Shengkui, chairman of water boy: the future development trend of children's shoes industry

The growth of children's shoes industry is very fast. In 2011, the output value of the whole industry has reached more than 1.4 billion, of which the children's shoes industry is around 38 billion.

Children's footwear industry has formed a pattern of four parts of the world: 1, international brands such as attachment and bear Vigny; 2, the domestic traditional footwear industry extends the brand name of the children's shoes and clothing industry, such as Anta, 31st degree, XTEP and seven wolf extensions; 3, other brands other than shoes and clothing industry are involved in the field of children's shoes and clothing, such as Wahaha children's clothing; 4, the original brand of children's shoes, such as Cambridge, ticktat, Yong Gao, Kate, ABC brand and so on.

The formation of these four camps has intensified the competition of the whole children's shoes industry and accelerated the industry shuffling process.

Shop must have shoes, clothing and related accessories, only shoes products can hardly build a store channel.

In addition, based on the different consumption needs, products will also diversify.

Cambridge General Chen introduces that Cambridge is basically based on casual sports shoes and clothing, plus a small amount of badminton, basketball and other accessories closely related to students.

At present,

Sandals and other main products are independent research and development, while clothing and accessories are processed in external form.

The children's shoes brands begin to introduce children's clothing items to brand pformation and chain operation pformation under the environment that all the major brands in the country compete for children's shoes and clothing market.

In the post Olympic era, consumers' self-awareness is awakening, personalized demand is increasing, the market of sports shoes and clothing is shrinking, and the market space of casual fashion shoes and clothing is bigger and bigger. Therefore, many children's shoes extend to the trend of fashion and personalized children's shoes.

In 2012, more adult shoe and clothing dealers will be pferred to the children's shoes and clothing industry. Some adult shoe and garment industry elite will enter the children's shoes and clothing industry, and will also inject fresh management concepts into the industry, thus promoting the development of children's footwear industry.