The Brand Development Of Children'S Shoes Enterprises Must Pay Attention To Cultural Inheritance.

< p > a few days ago, the second China (Wenling) < a href= "http://xm.sjfzxm.com/" > children shoes < /a > Industry Summit Forum ended in Wenling, Zhejiang.

In the interactive interview session of this forum, enterprises from the main production areas of children's shoes in Zhejiang, Fujian and Guangdong carry out dialogues and exchanges on the development of children's shoes industry chain, brand operation and market channels.

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< p > in the industry view, the market is gathering to the brand enterprise, the resources gather to the big enterprise, the trend that the enterprise gather to the industrial cluster is more and more obvious.

If we want to get a good development in this environment, enterprises must rely on the advantages of industrial clusters to enhance their brand influence, and at the same time pay attention to the inheritance of brand culture.

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< p > < strong > guests: < /strong > < /p >

< p > < strong > the director of shoe making office of China Leather Association, Wei Yafei < /strong > < /p >

< p > < strong > General Manager of Jinjiang Wan Tai Sheng shoes and Garments Co., Ltd. Lin Weisheng < /strong > /p >

< p > < strong > strong, chairman of the sports Co., Ltd., < /strong > < /p >

< p > < strong > pay attention to brand culture inheritance < /strong > < /p >

< p > reporter: what is the most important thing for children's shoes enterprises to pay attention to in the process of pformation from manufacturing to brand? < /p >

< p > Wei Yafei: from manufacturing itself, we are very strong. Many a href= "http://www.91se91.com/news/index_x.asp" > international brand < /a > cooperate with Chinese enterprises.

It's all in China, but why can't we enter the high-end market? I think it's a question of cultural pmission. What is the example of BELLE's breakup with GEOX? What is the example of Taiwan's Pineapple crisp? What we are talking about is the culture of our pineapple crisp. We are now entertaining ourselves in the business door, and our products are consumer markets. There is no perception of emotion without cultural pmission. Only products and ideal services are met with consumers, so that consumers do not feel the favor of the corporate culture. They do not know that you are good to him. You want him to enjoy your products, but you can not show how you can ask consumers to be loyal to your brand. The future competition will be: physical products + cultural heritage + service quality. International brands also recognize their best cooperative enterprises.

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< p > I believe that we can advance the culture well. Our innovation can not be vigorous and attract the attention of the world, and the enterprise can make big progress every year by innovating a small step.

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< p > Lin Weisheng: Wenling children's shoes have made rapid progress in the past two years. The running volume of Wenling children's shoes has envied many children's shoes in Jinjiang, but the quantity has gone up. The overall product and brand culture is not enough, which is not conducive to the extension of the brand monopoly mode, nor is it conducive to the subsequent development of the brand. Every brand should have its own culture DNA.

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< p > this point, Jinjiang children's shoes are doing well. They are located in the brand city. The birth and development of a number of famous sports brands and men's wear brands provide more examples for children's shoes enterprises to learn from. At the same time, relying on the maturity of industrial clusters, Jinjiang children's shoes are playing more and more obvious roles in brand building and channel marketing. More and more children's shoes brands have explored their own distinctive positioning: < a href= "http://www.91se91.com/news/index_c.asp" > POOVE < /a > sports specialty, the fashion of little rabbit, the love of ABC, and the outdoor technology of Mingwei.

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< p > < strong > towards the high-end, < /strong > /p >

< p > reporter: in your opinion, what kind of changes will the children's shoes industry take in the next 3 to 5 years? < /p >

< p > Wei Yafei: the next 5 to 10 years will be a critical stage for the growth and maturity of China's high-end footwear products, especially in the subdivision of children's shoes. The shoe enterprises should innovate the development mode and not be able to use the low-end brand mode to do the high-end market, so as to inject cultural vitality and promote market prosperity.

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< p > we should see the "three agglomerations" of the current market development, that is, the market is gathering to the brand enterprise, the resource is gathering to the big enterprise, and the enterprise is gathering to the industrial cluster.

We should fully recognize that product differentiation, technology exclusivity and brand reputation will become the new core competitiveness of enterprises.

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< p > Yuan Wenxin: now, "Bi Ke" is renamed "Zhejiang Bi Ke sporting goods Co., Ltd.". After renaming, we have begun to explore the diversification of shoes and clothing and prepare trial production garments.

As a matter of fact, the shoe enterprises in Chengbei are deeply influenced by Jinjiang. They are trying to learn Jinjiang to diversify their operations so as to disperse the risks that may be caused by the sole operation of children's shoes.

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< p > subdivision of the market is the inevitable trend of the development of the footwear industry. The north of the city should take advantage of the existing brand advantages, focus on children's shoes, avoid homogenization competition, and perhaps have greater potential for development.

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