Analysis Of Chinese Children'S Shoes Market Management Mode

According to statistics, at present, children under 16 years old account for 380 million, accounting for 1/4 of China's total population, and about 27 million of the newborn babies are born every year.

By 2010, the number of new children reached four hundred million.

With the improvement of people's living standard, 40% of family expenses are children's consumption.

In particular, China's unique one-child policy determines that consumers of this special age group are the most potential consumer groups in today's society.

If the development of children's business, nearly four hundred million of consumption, 1 billion 600 million of the industry will mean what kind of market?

Children's growth and movement are inseparable, and sports wear the most are shoes.

The individualized consumption era has taught children the love of sports and leisure fashions. They call for a wide free space for children's shoes, refuse mediocrity and refuse monotonous.

Children's consumption is still at the stage of enlightenment, and the market entry point is still in the initial stage. Grocery store is still the mainstream form in most areas, and there is no brand in the same industry.

Children's consumer market is growing rapidly, and the products that the market can provide can not meet the demand. The Sunshine Youth is definitely the sunshine industry.

Traditionally, children are defined as under 16 years of age.

With the continuous refinement of the market and the development of children and adolescents are very different from before. Therefore, the general sale of children's shoes is dominated by people under the age of 14.

The industry believes that children under the age of 14 can be divided into 3 parts according to their different developmental stages, 0 to 3 years of age, 3 to 6 years old, and 6 to 14 years of age.

At present, according to the statistics, children's shoes have nearly 30 billion yuan of market capacity each year.

With the increasing living standards of modern people, parents invest more and more in their children's lives. Children's consumption presents a trend of obvious individuation and initiative in purchase.

Therefore, the market space of children's shoes will increase year by year.

How to seize the huge market of children's shoes, how to make use of market opportunities to perfect the outmoded agency marketing mechanism, and quickly become the brand and commercial agency leading the market is a difficult problem for all children's shoes agents.

First, children's shoes are several types of marketing mode. Children's clothing shoes and hats follow the operation rules of adult clothing and footwear market, and there are many ways to enter the market.

1. wholesale marketing generally acts as the agent distributor of the brand. After obtaining the exclusive agency management right in a certain area, a sales point is set up in the centralized wholesale market in the region so as to develop distributors and sell products through the naturally formed product digestion channel. This way has the advantages of low cost and the advantage of using the market to form the advantage of selling products.

However, the distributor's brand loyalty is low, the distribution operation is not specific, and the brand promotion can not be completed.

The average discount of the general agents to the brand manufacturers is around 60 percent off. The wholesale distributors of general agents generally maintain about 40 percent off, and then deduct all kinds of operating costs, such as store rents and personnel costs, so that the gross profit margin of the total agents is about 10%.

2. the establishment of special counters in stores is a shortcut to quickly establish brand status and form brand image.

Generally speaking, the operation of larger regional agents is of great importance to establish a higher brand value and establish confidence in distributors and consumers.

There are also some strength distributors who set up counters in supermarkets and supermarkets according to their social resources to sell products.

This way has the advantages of fast brand image and high profit per unit product, and helps to strengthen the role of distributors and consumer confidence. However, the increasing operating costs, especially the lengthening of accounts and possible closure of stores, greatly restrict the development of sales counters by general agents and distributors.

The average discount to the general agents is about 60 percent off, and the discount points are generally around 20%-30%.

At the time of sale, stores or stores will require operators to take part in various promotional activities, and at least 4 large activities, that is, May 1, eleven, Spring Festival and national day.

Generally speaking, all operators will take part in the contract, not to mention second years of renewal. That is, during the activity period, they are only selling well, and they are busy.

As a result, the actual cost of children's shoes per quarter is about 80% of the retail price, and the gross profit margin of the total agents is around 20%.

3., opening a category store, category store is one of the trends in the future development of children's shoes marketing channels.

As in the footwear industry developed areas such as the United States and Italy, footwear products are sold in category stores, providing products and services to consumers through chain convenience stores, which account for the major proportion of sales of brand shoes.

Category stores are still relatively low in the whole country, mainly in the sale of some low-priced products, the corresponding main areas are some less developed small towns or the surrounding areas of the city, which are more unfavorable for shaping the brand image.

To provide consumers with all kinds of brands, styles, crafts, and shoes of various materials, the variety is rich, and the choice of space is the advantage of this form.

Let's take a look at the situation of independent brand children's shoes store. To open a brand children's shoe shop, we need to pay attention to location, store area and shop image decoration. These are related to the flow and image.

Many people in the industry have already figured out that the 20-30 square meter shop in general area needs about 20 thousand -3 yuan investment. After the start of business, the actual cost price of the children's shoes is about 70% of the brand retail price, and the actual retail gross profit margin of the agent or franchisee is 30%.

Due to the restriction of sales volume, the cost of franchised stores is too high to be profitable.

Two. Publicity and sales promotion. When shopping malls launch overall promotions during holidays or changing seasons, shopping malls come out in some stores and sell promotional advertisements (children's shoes) and shop posters in shopping malls.

Some stores sell outdoor banners, leaflets and newspaper sheets.

As for the promotion methods, the main points are: discount, special offer, how much to buy, how much to sell, and so on.

This is in sharp contrast to the fierce competition of other industries. The deeper propaganda and promotion means are not widely used in the children's shoes industry.

Three. The trend of children's shoe marketing mode in the future 1. direct camp is to set up marketing organization by enterprise investment to take charge of product sales and service within a certain range.

At present, due to the meager profits of children's shoes sales, the direct operation has basically caused the short-term rise of the cost of enterprises, and thus can not be realized.

But in the future, with the stratification of consumption (namely brand consumption and no brand consumption stratification) and the formation of new consumption habits, the brand unit profit will be improved. At the same time, enterprises can provide customers with various styles, crafts and shoes by various product lines to meet all kinds of needs of customers. The direct operation will increase the new business sales profits for enterprises, and enable enterprises to realize the backward integration strategy and march towards the commercial sales area.

2. chain marketing of agent chain marketing agents will also become a trend in the future.

With the consumption stratification of the market and the formation of new consumption habits, some agents who have the leading consciousness, strong financial strength, market development and experienced management will, in order to maintain their agency business and business profits, and at the same time increase their agency profits, will surely develop chain businesses and use their scale advantages to establish their own regional brand.

At the same time, the use of chain stores can not only increase unit profits, but also increase the bargaining chip of enterprises by using the scale advantage, and can also be used to dump products that are out of season or unsalable, so as to eliminate operational risks.

3. large supermarket chains, supermarkets, large chain stores, supermarkets will become a mainstream mode in large and medium-sized cities.

Using the centralization of consumer shopping to provide one-stop shopping service will greatly facilitate the consumption of consumers.

With the further promotion of supermarket chains such as WAL-MART, mart, Parkson and other large chain supermarkets in developed cities, this trend will be strengthened.