Quanzhou Children'S Shoes Create Their Own "Cartoon" Brand

The children's shoes produced by Kanding company are favored by parents and children. "The top ten children's sports shoes brands in China are sold in Quanzhou."

At the beginning of this month, Nanan's Hong Lai town was officially awarded the title of "China's children's shoes city" by the relevant departments of the state, so that many people would take a different look at Quanzhou's children's shoes industry.

In recent years, shoe and garment enterprises in Quanzhou have made remarkable achievements at home and abroad.

However, what is even more surprising is that a large number of brand enterprises have sprung up in the children's shoes industry in Quanzhou. As early as 2005, their output value exceeded 10 billion yuan.

Quanzhou has also become one of the top three manufacturing bases for children's shoes in the same place as Guangzhou and Wenzhou.

Exploration: opening up a new "blue ocean" zone. If the adult shoe and clothing industry is in today's fierce competition, its profit margin is getting lower and lower. Then, the shoe and clothing enterprises in Quanzhou have discovered a brand new "blue ocean" - children's shoes.

At present, the domestic children's shoes market is still in its infancy. The relevant data show that the total market of domestic children's shoes is about 30 billion yuan, and it is increasing at a very high speed in recent years. The industry has predicted that the potential market for domestic children's shoes is at least 100 billion yuan.

"There are about 380 million children in China now, and the market for children's shoes is only in the city now." Huang Bingnan, chairman of the Kate (Fujian) children's products limited company, said that in the current market, international brands account for only 2, and domestic brands have only 1 ingredients.

It is precisely this point that Kat is currently expanding its capacity to create the brand of children's shoes, and strive to expand the market share.

As early as 2001, Huang Bingnan began to enter the market of children's shoes.

At that time, Anta, XTEP and other adult shoes and clothing enterprises have already taken a firm foothold in the market. "Entering the market again, the cost of competition is very high."

The market for children's shoes is like a blue ocean without competition, attracting the interest of Huang Bingnan and others.

Grow: brand name leads to the formation of "Legion" in the domestic children's shoes market, not only the Kate family, but also from the late 90s of last century to the present, the children's shoes industry in Quanzhou has developed rapidly, and a large number of famous brands such as POOVE, Wan Tai Sheng, gang Deng, and foot friends have successively appeared.

These leading enterprises have promoted the development of thousands of children's shoes enterprises in Quanzhou's children's shoes industry.

According to incomplete statistics of China children's shoes net (cntxw), the output value of Quanzhou children's shoes industry in 2005 is over ten billion yuan, which accounts for half of the total sales of domestic children's shoes brand. It has become one of the three major production bases for children's shoes in China.

Take Nanan Hong Lai town of "China's children's shoes city" as an example. The town's footwear industry started in the 70s of last century. It is one of the birthplaces of Quanzhou's footwear industry, and also an important cluster and production base for Quanzhou's children's shoes brand.

According to the relevant person in charge of the town, the town now has more than 60 children's shoes enterprises, with an annual output of 12 million pairs, with an annual output value of over 600 million yuan.

The leading businesses of the children's footwear industry, gang Deng and friends of the city, now have annual output value of over 100 million yuan.

At present, including the whole town of Nanan, there are 14 well-known trademarks in China and 10 famous trademarks in Fujian.

It is understood that, with Nanan and Jinjiang as the center, Quanzhou's children's shoes production enterprises are now densely distributed, and now they have formed industrial clusters. There has been mutual promotion and cooperation in various aspects such as brand, capital, R & D and so on.

In the domestic market, children's shoes in Quanzhou are approaching the Pearl River Delta and other enterprises in the high-end market.

Upgrading: to create their own "cartoon" brand in children's shoes market, in order to attract children's attention, all children's shoes enterprises have come up with various methods.

At present, the popular way in Quanzhou children's shoes industry is to introduce Disney, Altman, rogue rabbit and other famous cartoon characters. After obtaining the brand authorization, they specialize in producing children's shoes affixed with these cartoon images.

"These cartoon images are easy to catch the children's mentality," Lin Weisheng, general manager of Jinjiang Wan Tai Sheng shoes and Garments Co., Ltd., said that the company's future is to assemble the cartoon characters of Altman, Meng Meng rabbit and Babu dog to form "Wan Tai Sheng Carnival", constantly updating according to the popular cartoon characters.

And Nanan's gang Deng, foot friend children's shoes also gradually introduced Altman, Spiderman, superstar God, variety of Sakura and other cartoon characters.

However, the introduction of cartoon brand has also brought a lot of side effects.

"After the introduction of these cartoon characters, there is usually only 3 years' deadline. The first year is the market, the second is the expansion of the market, and only third years have begun to make profits. But then the cartoon image has been taken back." Lin Weisheng, general manager of Wan Tai Sheng, said that Wan Tai Sheng is now creating a cartoon image of his own. If successful, the cartoon image is that they create their own brand.

Similarly, the company has completed its own brand "Rio Dick" brand building this year, and will also launch the image store construction project.