Children'S Shoes Enterprises Need To Build Their Own Brand If They Want To Stand Out In The Competition.

along with Children's shoes industry With the constant escalation of competition, especially when adult shoes brand and sports brand are involved in the field of children's shoes with strong financial strength, the competition of Chinese children's shoes industry has become more and more intense. If children's shoes enterprises want to stand out in the competition, they must build their own brands and characteristics on the basis of good quality. So, how do children's shoes enterprises create brand style? What are the trends of children's shoes in the future?

Guests of this session:

Marketing Director, Xie Leizhong Australia (Fujian) Sporting Goods Co., Ltd.

Yue Zhong learns marketing director of Jinjiang cool shoe industry Co., Ltd.

Children shoes brand style positioning case

Australia CE: British leisure (main) + fashion outdoor (auxiliary)

　　 Australia Mr. Xie Lei, director of marketing at CE, introduced that through the early efforts and precipitation, Australian CE has gradually stepped out of its own style and characteristics, and has continuously expanded its market share in the market of children's shoes.

"At the early stage of operation, brand positioning is relatively vague. After continuous exploration, Australia's CE brand and product style are increasingly clear. Now, the brand is mainly in the British fashion and leisure style. "Director Xie said.

In addition, the Australian CE has also opened up a series of outdoor children's shoes, accounting for 5%-10%. "Although outdoor is a small product, it has a specific consumer group," Xie said. In addition, outdoor goods have high added value and considerable prospects for development. Therefore, children's shoes and clothing enterprises are scrambling to enter the outdoor products market. "

Chief executive Xie said: "as a professional English route. Brand of children's shoes Our products are more fashionable. Our children's shoes are developed from Guangzhou, which are different from those of Jinjiang colored shoes with too complicated colors. The color shoes of Guangzhou are more pure. Each child's shoes are mostly made of one main color, two complementary colors, simple and generous, and the style is casual, which looks more upscale. "

Cool music: leisure (main) + fashion sports (auxiliary)

At present, the location of cool music is mainly leisure and sports as a supplement. With the change of market demand, cool brand products will be integrated into more fashion elements, so that brands can keep up with fashion trends. "In order to highlight the characteristics of cool children's shoes, we have done a lot of work in color matching and floor cutting," Yue director said. We choose bright colors as matching colors. This looks more lively and accords with children's nature. At the same time, we will use line design to show the fashion sense of the product. "

How do children's shoes enterprises position their brand style?

Xie Lei: Taking the difference style and channel route

When it comes to choosing the British leisure and outdoor style line, Xie director said, first of all, at first, the brand wanted to follow the fashion Korean style line, but there were too many products in the market, and the market price position was vague. Wholesale products could achieve 10-400 yuan, serious homogenization and no competitive advantage. Secondly, the consumption of sports products decreased sharply, and leisure products became more and more mainstream. Again, in the middle and low end market, there was hardly any British style product, and our products and market positioning would be more differentiated. In addition, the British style children's shoes color is very particular, with dark red, black and other classic collocation. Moreover, Australia is a Commonwealth, which can make the brand culture coincide with the product style.

"In the exclusive store, our price is controlled at around 200 yuan, which is almost the same as that of the Korean version. Maybe our sales volume is not as large as that of the Korean version, but the income is relatively high. Many consumers like colorful products, resulting in many brands of children's shoes in the South Korean style, consumers can choose a wide range of market competition will be relatively fierce. Our products are dark in color, unique in style, more fashionable and of higher grade. "Xie director told reporters.

Yue middle school: subdividing categories based on the positioning of leisure style.

"At present, the target audience of leisure products is wide, and it is a product of life and popularity. In Jinjiang, product R & D is strong, and enterprises often learn from R & D experience of Korea and Japan. Therefore, we have an advantage in both product quality and style design. "Yue director said.

Yue director said that the brand positioning of cool music based on leisure is very clear, and this position will not change in the next 3-5 years. According to market changes, cool music will subdivide product categories under the premise of constant leisure style.

Speaking of the current outdoor products market, Yue director believes that outdoor shoes are only a kind of equipment, mainly in the adult consumer market, and outdoor shoes on the market are mostly outdoor equipment. There is still a big gap between the outdoor shoes and the real climbing shoes. The function is far from the standard. In addition, outdoor shoes are relatively popular in the Northeast market, and consume less in the southern region. Therefore, cool music is not involved in children's outdoor market.

Changing the style of children's shoes should not blindly follow suit.

Several children's shoes enterprises leaders said when they finally decided their brand style, they could try different styles of children's shoes first, and then summed up their own style roads through market groping and data collection and analysis.

Xie Lei: always adhere to the brand's main style positioning

Director Xie told reporters when he talked about the brand style positioning: "capital is the primary consideration. In terms of how much financial strength is done, any enterprise should consider the R & D issue when making product style positioning, while R & D needs a large amount of capital investment to ensure it; secondly, the price positioning of products should be clear, that is, which level is high, medium and low; thirdly, the location of the canal must be clear, the target consumer market should be chosen, and the choice of product styles of different consumer groups is different. "

Chief executive Xie emphasized that enterprises should always grasp the general direction when positioning the product style. "For example, our product positioning is British style, so we will always focus on this style, and can be divided into British fashion, British leisure, and British urban products.

Yue middle school: market demand is the basis of style spanformation.

The director of Yueh has his own opinion on why the brand of children's shoes and clothing is constantly changing. He believes that some brands are forced to change their original style, such as the original brand style is too homogeneous, and the market share is low. In order to survive and develop, enterprises have to change their original positioning. For example, the capital input of enterprises is not enough to support the operation of the original style products. In order to reduce the cost pressure, we choose other style series products to operate. Moreover, some enterprises are easy to be tempted by the market and blindly follow the trend of spanformation.

Yuejun analysis, the correct spanformation of the brand should take into account many factors. First of all, we should consider the market demand, that is, the consumer market, whether there is a certain market share, if the style is too defensive, it will take several years to train the consumer market, and the investment of the enterprise will be very big. Therefore, in the process of brand spanformation, we must do a good job of market research, position the price of products, and constantly tap the potential consumer market. Of course, enterprises in the main product style positioning unchanged, add a small part of other styles of products is feasible.