Children's Shoes Market Polarization, Domestic Brands Seek Breakthroughs

Imported brands occupy the high end of the market, and most of the domestic brands are classified as middle and low grade. At present, the polarization phenomenon of domestic children's shoes industry is very serious.

On the one hand, the imported children's shoes with advanced management concepts and strong brand effects attract most parents and children's attention. On the other hand, due to the lack of quality and design, the market share of domestic children's shoes has never stopped.

According to the authoritative department's survey data, about 70% of China's children's shoes market is non branded products, 20% of which are imported brands, while domestic brands are only 10%.

The twelve baby company specializing in children's shoes says that the main reason for the lack of competitiveness of domestic brand children's shoes is the lack of research aimed at children's physiological characteristics. The design is out of touch with the market and the market is not well located.

At present, many domestic children's shoes, whether from style to material, are made according to adult shoes. The whole style is entirely the reduction of adult shoes or the reproduction of adult shoes.

To design a good pair of children's shoes, we should not only protect children's feet from external damage, but also have the functions that conform to the growth and development of children's feet and physiological functions.

Therefore, for children's shoes design and R & D personnel, we should at least master the growth and development of children's feet and their psychological needs, and also have considerable knowledge of material technology.

In contrast, the design of foreign children's shoes enterprises pays special attention to the development of feet.

For example, this year's first Japanese children's shoes Moon Star landed in China. Their children's shoes have several special functions, taking into account the immature foot shape of their children, developing a spacious and comfortable asymmetric shoe last to prevent hallux valgus. The correct bending outsole design enables the soles to bend along the line from the big toe joint to the toe joint, which is consistent with the natural bending position of the sole, thereby preventing flat feet.

In 2004, the American clothing company launched the children's shoes called "big bug", which is a kind of retractable children's shoes.

It has a silver button on the heel, which can be stretched according to the sole so as to suit the feet of a child.

According to the introduction of twelve children's shoes, the polarization of children's shoes market is becoming more and more serious. The brand of children's shoes is almost monopolized by foreign brands, and the vast majority of domestic children's clothing products are in the middle and low market.

The potential market of children's shoes in China is huge.

There are 300 million children in China and 10 million new babies each year.

As far as the main channel of children's shoes sales is, big shopping malls, many provinces have total retail sales of more than 20 million yuan per year.

In the face of such a huge market, Chinese shoe companies can not wait to die, leaving most of the market share to foreign brands.

Although the problem of children's shoes is a headache for many shoe companies, we should also see many advantages of this industry.

Compared with other children's products, children's shoes are small in cost and big in profits, and children's growing feet are the source of money coming from merchants.

The trend of children's becoming adult has made the design cost of children's shoes reduced to the lowest level, and the high-grade brands in the market are few, so that the operators in this field will have a higher probability of success.

This is also the main reason why foreign children's shoe brands are rushing to compete for the Chinese market.