The Development Of Children's Shoes Market And Brand In Shanghai

at the mention of Shanghai People always associate themselves with "high-end", "prosperous" and "high consumption". Indeed, as China's largest industrial and commercial city and famous international metropolis, Shanghai's economic development has always been in the forefront of major cities in the country.

Shanghai is the largest city in China and the largest comprehensive industrial city in the country. The total number of GDP is the highest in China. In this prosperous modern metropolis, how can children's shoes brand grasp business opportunities and strategise and make rapid progress?

The distinguished guests in this period (ranking is not divided into two categories):

Zhang Rong machine cat shoes brand Shanghai general agent

Yuen total Shanghai international shoe city responsible person

Lu Yao, chairman of Shanghai Xin win marketing brand planning Co., Ltd.

Development of Shanghai business circle and children's shoes channel

First, prosperous Shanghai business circle.

Shanghai's major business circles are in forest. Apart from the traditional business circles such as Huaihailu Road, Nanjing Road, Xujiahui, which are constantly upgrading, a number of new business circles, such as Wujiaochang and Dahua, are also gradually emerging.

Lu Yao, chairman of Shanghai Xin win marketing brand planning company, introduces several business circles close to the downtown area of Shanghai. People have more traffic and strong business atmosphere, and the consumer market is hot. Such as Nanjing Road, Pudong business district, Zhongshan Street Park, Huaihailu Road, Xuhui District and so on, are very important business circles. Exclusive stores and large department stores are also concentrated here. In large department stores, most of them are international brands.

Two, Shanghai has a large population and diversified consumer market.

Shanghai, as a bustling modern metropolis, in many people's view, the consumer market should be very high-end. Zhang Rong, who is a brand agent for robot cat shoes in Shanghai, does not think so. He said there are many middle and low end consumer groups in Shanghai.

Yuan Zong, the responsible person of Shanghai international footwear City, said that there are many local citizens in Shanghai, but there are many migrant workers. They have lower requirements for product grades and are seeking cheap and fine products. Therefore, on the whole, Shanghai's regional consumer market is diversified. For the general income, those who like to buy goods are good choices.

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Lu Yao said that Shanghai residents had higher requirements for quality of life and product quality. However, Shanghai has a large population and a low proportion of middle and low end consumer groups. Whether migrant workers or Shanghai people, the consumption level varies according to their income level. The consumption level of some districts, counties and suburbs in Shanghai is slightly lower.

Three, the wholesale market of shoes wholesale, retail in one.

Shanghai's regional shoe wholesale market is mainly concentrated in Xizu Road, Tibet South Road, Cheap Road, Cao Anlu and so on. These shoes city are all shopping paradise of Le Tao family.

The Xizu road shoe city is located in the East Road of Huangpu District, which is composed of a large number of residential despot. The merchants are from all over the country and are engaged in the wholesale and retail of all kinds of domestic shoes. A large number of styles, economic benefits is the biggest feature of the market, retail prices and wholesale prices close, so many people are willing to buy shoes here.

The underground shoe city of Cheap Road is located in Hongkou District. There are many small shops in the shoe city. The biggest attraction of this wholesale market lies in the low price of the products.

There are two wholesale markets in Cao An Road, Putuo District, namely Shanghai international shoe city and Shanghai light textile market. Shanghai international shoe city covers an area of 50 thousand square meters. In October 2005, it launched investment promotion. It has set up 520 sets of sales on the first day of opening. However, restricted by the traditional management mode of shoe city, with the change of the consumer market, the shoe city has become increasingly deserted.

Yuan Zong told reporters that although the international shoe city has been operating for many years, the business situation is not as good as a year. At present, shoe city is in a semi closed state, and the original more than 2000 stalls of shoe city are now only 40. Here the consumer market is relatively high-end, and the international shoe city positioning is too low, many consumers will not enter the purchase of goods, shoe city business model is no longer suitable for the development of the footwear industry in Shanghai area, easy to fall into the development dilemma.

Four, shoes and clothing department store is an important channel.

Zhang Rong told reporters that he acted as a cat brand in Shanghai for more than a year, mainly in the shoe and clothing department store, with the help of shoes and clothing store market channels to open up the market. Robot cat brand shoes and clothing stores in Shanghai are mostly located in the surrounding areas of the city, including Fengxian District, Pudong New Area, Baoshan District and so on, each district has one or two outlets. These stores were originally sold at the lowest price, with a banner of "small profits but quick turnover". Therefore, these stores will no longer promote products by doing activities on weekdays.

"There are many brands of children's shoes stationed in shoes and clothing stores, and the competition among brands is more intense. In this channel, brands are sold at low prices. Therefore, at the same price level, the competition between brands will focus on style innovation. Zhang Rong said frankly that the style of the machine cat brand is relatively new, but the time for entering Shanghai is not long, and the market has not yet been fully opened.

Lu Yao introduced that there are many shoe and clothing department stores in Shanghai. Each supermarket has about 700-800 square meters, which sells children's articles, women's articles and so on. The Mei Yi multi shoes clothing supermarket is a retail outlet for leather shoes and clothing. There are outlets in Shanghai and some other cities in the country. Compared to large shopping malls, shoes and clothing department stores have a lower threshold. For most children's shoe brands, stationing in shoes and clothing department stores is a good choice.

Five, the development of electricity providers has a greater impact on traditional channels.

Recently, the development of the electricity supplier has become a major trend of the future retail footwear industry. However, because of the electricity supplier, the volume of traditional channels such as physical shops, shopping malls and department stores is becoming less and less.

Yuan said, "Hai Xi" International shoe city In the past 2006-2007 years, business has also been booming. All kinds of shoe factories have been stationed in shoe city, including adult sports shoes, outdoor shoes, beach sandals, and all kinds of children's shoes. However, the shoe city's decline is not only the old business model, but also one of the main factors that affect its development. Many shoe wholesale markets, which are close to the international shoe city, have stopped operating.

　　 For Shanghai. Brand of children's shoes Several suggestions

1. clear the brand positioning of children's shoes before opening up the Shanghai market.

Yuan Zong believes that the annual domestic newborn nearly 20 million, infant and child products market prospects. In Shanghai, children's shoes brands have great room for development. The diversification of Shanghai's consumer market means that all shoes have a market in Shanghai. The key is how to locate and identify the target consumer market, and choose the sales channel according to their location.

"From wholesale markets to specialty stores, large department stores and supermarkets, all kinds of channels have children's shoe brands stationed. How to choose channels depends on the brand quality. The higher grade can enter the shopping mall, open the exclusive store, the general grade can walk the wholesale market, enters the department store supermarket. Yuan said.

2., target consumers should be targeted to improve resource matching.

Shanghai children's shoes are full of brands. Apart from international brands, there are many domestic children's shoes brands. These children's shoes have been doing well in the Shanghai region, but also failed. It's not that the market is hard to do. The brand that knows how to locate can develop rapidly in the Shanghai regional market.

"Brand positioning is crucial to the target consumer market. If your brand is suitable for middle and low end consumer groups, but if you have to sell it to the busy road in Nanjing, most consumers will not pay. Therefore, brand, channel, consumer group and price should match, and the four in one can achieve steady development. Lu Yao said.

3. the consumption level of each district is different. Location selection is very important.

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In Shanghai, the same pair of shoes can sell 1000 yuan in Huaihailu Road department stores, while only 200 yuan in the wholesale market of Cao An Road. Apart from the difference of channels, it is also related to the consumer market in different regions.

Yuan Zong said, in general, consumers will buy high-end products to Huaihailu Road. Different geographical location, even if the same channel, the price of products is also different. For example, not all shops have high thresholds and grades. Huaihailu Road mall has a high grade, followed by Nanjing Road, and Sichuan road is on the low side. Therefore, the choice of channels for businessmen should consider their location and layout carefully, so that they can get twice the result with half the effort.

4. store rental costs are high, channel selection should be cautious.

Because of its advantageous geographical location, the rental cost of the shops is high, and the land is gold. The brand business here is bound to spend a lot of money on Shanghai. Many shoe listed companies have lost millions of dollars in Shanghai, but because of the support of the capital market, making brand image at a loss will not have much impact on enterprises. However, if the new brand can not withstand such a toss.

Lu Yao introduction, some shopping malls have high threshold, some shopping malls only require international brands to enter, and a small number of domestic brands rely on the relationship to enter the shopping mall channels. If the products do not meet the needs of consumers in the shopping malls, then the sales volume of products can never be improved. After all, many dignitaries only buy expensive ones and do not buy the right ones.

"A lot of children's shoes are very ambitious. When they arrive in Shanghai, they will be stationed in shopping malls. Lu Yao believes that not every shoe brand is suitable for shopping malls. If brands blindly follow suit, they must squeeze into the high-end market, and will eventually be eliminated in the fierce market competition. Lu Yao said.

5., a well-known brand can go to the super channel development.

There is no doubt that high-end brands choose to enter shopping malls. The threshold of shopping malls is high. However, must the middle and low end positioning brand take the wholesale channel?

A Shanghai citizen said that the shoe city is a market of quantity. Many people go to shoe wholesale goods wholesale, and the profit margins are relatively large. Therefore, there are not many people who consume shoes city. Instead of going to the wholesale market, it's better to go online.

Yuan Zong believes that compared to shoe city, many middle and low end consumers are more willing to choose online shopping. Compared with the style, the online product storage space is large and the styles are various. Compared with the price, the net sale product itself has the price superiority, also can deliver goods to the door, the quality question has the possibility to exchange, is both relaxed and convenient. Therefore, if the well-known brand is trying to be super channel, the shopping environment is relatively superior and can enhance the customer experience.

6., the new brand should pay more attention to the investigation and study, develop the internal strength before seeking development.

"If I am a shoe brand, I will take the product album with me to find different dealers in different districts of Shanghai to understand the current market demand and the way of cooperation. After coming back, we will work out a complete set of Shanghai regional operation plan according to the product characteristics and market demand, and then enter the Shanghai market."

Lu Yao believes that the new brands, especially those with low brand positioning, are stationed in Shanghai. We may as well go first to the suburban market and to the middle and low end consumer groups. First, fix the internal strength, precipitate for a period of time, and then gradually adjust to the high-end channel to expand, so that we can continue to base ourselves on the market for a long time.

Zhang Rong, chief agent of robot cat, believes that in shoes and clothing stores, the price of products is not high, small profits but quick turnover. The machine cat brand will enter the Shanghai market with the help of the hypermarket channel. When the brand's popularity in the regional market is gradually opened, it will further plan the development of other channels.

7., products should follow the trend of the trend and satisfy consumers' "petty bourgeois psychology".

Shanghai is a city that has been in line with the international market earlier, and has always been at the forefront of the fashion trend. On the whole, Shanghai's economic development and consumer groups' tastes and cultural attainments are all high. Under such circumstances, the concept of consumption of migrant workers will also be affected, and the trend of fashion will be more sought after.

"All children's shoes style, including children's leather shoes, children's sports shoes and so on, can be found in Shanghai, and the European style, Japanese and Japanese wind and other exotic shoes may be more favored by the market. After all, Shanghai people have" petty bourgeois psychology ". Therefore, the brand of children's shoes should occupy the market in Shanghai, and more efforts must be made in research and development. " Lu Yao said.