Jinjiang Shoe Manufacturers To Design Products To "Smart" Brand Pformation

< p > China's most important footwear production base, < a href= "http://www.91se91.com/news/index_c.asp" > Fujian Jinjiang < /a >, is occupied by such a market.

In recent years, under the influence of the market environment, many local shoe factories have backlog of stocks. The situation of supply exceeding demand is very serious.

The market segmentation and the extension to the upstream of profits become the two entrepreneurial opportunities of these enterprises.

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< p > creative design, as the soul of the manufacturing industry, can also enhance the core competitiveness of the industry to enhance the added value of traditional children's shoes.

In order to solve the homogenization dilemma of manufacturing industry, enhance the degree of product differentiation, seize the high-end value chain of industry, and push private enterprises to "start their two businesses", Jinjiang hopes to build itself into a "a href=" http://www.91se91.com/news/ index_c.asp "fashion creative city" /a by vigorously developing industrial creative design.

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< p > the local children's shoes design company may be on the right side of the class.

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< p > < strong > the power of creativity < /strong > /p >

< p > "when we were young, the children in the class wore a pair of new shoes. We would like to have exactly the same. But now the children's psychology is different. They don't want others to wear something different from others."

Zhang Shichao, general manager of the Asia shoe industry research and development center, is keen to capture this subtle change. This has also become his motivation to design the new style of children's shoes, and the reaction of the market has verified his observation.

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< p > Yue Ke Lian Lian LuckyUnion is a Shanghai children's shoes brand founded in 2006. Its early brand is mainly based on simple children's shoes. "Their shoes are mainly made of simple shoes and their enterprises are mainly logo, and their colors are relatively single."

Zhang Shichao and his team designed six series of children's shoes, including classic red, white and blue, warm heart Angela, game guard, thief street, sign block, little jazz, little Q forest, etc. these designs have brought great benefits to Lok Union, "they are busy with one agent after another."

The order will start in March next year, and Zhang Shichao is optimistic that his order will rise by 60%-80%.

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< p > > a href= "http://www.91se91.com/pioneer/" > Zhang Shichao < /a > with his iPad, he told reporters that Deng Lingyun had designed a series of sports shoes on the theme of the Athens Olympic Games. Many heroic ancient Greek soldiers, blue love sea, ancient old barnon temple and many other elements have become the source of his creativity.

Zhang Shichao likes this group of works very much. He says that the design of children's shoes is not as simple as we imagine. Compared with ordinary clothes, it has more design links, creativity and more design elements.

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< p > in Zhang Shichao's eyes, the real good design must be grounded and meet the needs of the market.

"Enforceability" has always been a very important point for Zhang Shichao and his team. Many animated scenes and characters that children love to see become the elements used in the design process.

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< p > < strong > for design, < /strong > /p >

In the spring of 2011, two youthful young people met by chance. P

Zhang Shichao, 28, and Deng Lingyun, 25, were not impressed with the design of children's shoes at that time. In Zhang Shichao's words, "no feeling", they wanted to help children's shoes manufacturers design shoes that fit the taste of their parents. Two people decided to start their own businesses.

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< p > Zhang Shichao and Deng Lingyun each produced their own savings, together with the money borrowed from their families, and patchwork together about 200000 yuan of start-up funds.

Later, the product and footwear research and development center was established in Jinjiang, Fujian province in March 15, 2011. Zhang Shichao told reporters "< a href=" http://www.91se91.com/news/index_cj.asp > "new business week < /a >". They only chose fifteen days to finish the work and finally finished the decoration. Until the day of opening, they did not have a customer resource.

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< p > reporter saw Zhang Shi overtime. He was discussing with his assistant the design plan for children's shoes in the new quarter.

Zhang Shichao, who was born in 1983, likes to make digital products like most post-80s. He also praises the design of good electronic products.

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< p > Zhang Shichao's father is the first designer in Jinjiang to engage in footwear design.

20 years ago, the local shoe factories in Jinjiang had not yet formed the concept of design. After the shoes came out, there was no sense of beauty or even logo.

At that time, a local brand named "mountain and river" printed on the logo of every pair of shoes produced by the company, and the brand value of the product increased rapidly.

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< p > from then on, Jinjiang enterprises began to realize the power of brand and design, and Zhang Shichao's father began to design some trademark of shoes.

"As the first designer of children's shoes in Jinjiang, I fell in love with this work under his influence."

Zhang Shichao said.

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After P retired in 2001, Zhang Shichao came to his uncle's children's shoe factory to help. This accidental opportunity made him first contact with the market of children's shoes.

In the factory, from the purchase of materials to the development of the market, from administrative work to business negotiations, Zhang Shichao started from the grassroots, and even many times rotation.

Zhang Shichao felt that this experience in children's shoes factory had a great influence on the design work of children's shoes that he later engaged in. "What I have advantage over other designers is that I can think about the design of children's shoes on the front line of workers and the market, rather than just doing things behind closed doors by subjective imagination."

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< p > < strong > see regret later < /strong > < /p >

After P, 2005, Zhang Shichao really started the work of designing children's shoes in the shoe factory. This work lasted three years. By 2008, Zhang Shichao quit his job. He felt that his job was only on the modification of the children's shoes that were good for other families, and that was not what he wanted. He hoped to design a style of children's shoes with his own style.

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< p > 2006, < a href= "http://www.91se91.com/news/index_x.asp" > Anta < /a > 361 degrees and XTEP and other large garment production enterprises began to establish their own professional design team. Zhang Shichao saw that these designer's adult shoes on the drawings were very beautiful, but in the field of children's shoes design did not give him a bright design. He hoped to help children's shoes manufacturers to design shoes that meet the tastes of their parents after 80's.

So, the dream of starting a business slowly began to germinate in his mind until he met Deng Ling Yun, who later became his partner.

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< p > < three years younger than Zhang Shichao. < a href= "http://www.91se91.com/pioneer/ > > Deng Lingyun < /a > originally worked in Xiamen, was the first designer of a small 361 degree (361 degree children's shoes brand).

"Sometimes some of their ideas will be bound up, but there is no place where skills can be applied."

Deng Lingyun felt that his idea of designing children's shoes was not the same as that of his boss.

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< p > common dream together with a young people's unique momentum makes the two people hit the nail on the head. They set up the current Asia Pacific footwear research and Development Center at the fastest speed to engage in the design of children's shoes.

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< p > there are no customers at the beginning. The two people can only run around the business, hoping to meet the needs of children's shoes.

By chance, two people met a young man in a shoe factory. They chatted up with the post-80s generation. The young man's father was the owner of a shoe factory. He went back to tell his father about the entrepreneurial experience of Zhang Shichao and Deng Lingyun. Perhaps he was moved by the impulse of the two young people. The company handed over a batch of goods to the product store for its design and production.

This shoe factory has become the first customer of Zhang Shichao. So far, it is still very grateful to them for giving them the opportunity. "From the shoes' a href=" http://www.91se91.com/news/index_x.asp "design review drawings < /a > confirm the drawings, to the first edition, to soles to the final production, they trust these tasks to us."

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< p > there are many famous footwear brands in Jinjiang, but most of them are adult shoes. This market has gradually become saturated under the cultivation and development of many years.

The purchase of children's shoes is more diverse than adult shoes, plus children are in the stage of long body, their shoes replacement frequency is faster, and the price will be cheaper. Influenced by these factors, the demand for children's shoes is increasing year by year.

The traditional adult shoes brands represented by Anta, 361 degree and XTEP have launched their own "small" series, opening up market segments and managing children's shoes business.

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< p > < strong > provide the overall solution < /strong > < /p >

< p > children shoes design institute has been providing product design for brand enterprises, developing products according to the requirements of the other party, and then selling them to enterprises.

This method has lasted for many years, but Zhang Shichao and his team are using their own efforts to change this practice.

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< p > the "IBM" mode from simple product design to providing the overall service solution is the general trend of the development of children's shoes design institutions in the future. This is the first place in Jinjiang's more than 40 children's shoes design companies.

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The office area of < p > product design is roughly divided into design area, proofing area, strategic planning area and so on. Zhang Shichao said that they are currently targeting children with the overall plan of children's shoes design.

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< p > in addition to some large enterprises will have their own creative design team, for small and medium-sized children's shoes manufacturers, such as the design of products is exactly what they need.

Enterprises may only know their own brand marketing channels, relatively narrow contact.

And the design institutes such as this company often study the same type of enterprises across the country, get closer to the frontier to understand the market, and then connect the positioning of enterprises with the needs of the market through design, so as to enhance the role of < a href= "http://www.91se91.com/news/index_x.asp" > children's shoes > /a > added value.

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< p > with the success of Jinjiang's local Mingming shoe industry, the "a href=" http://www.91se91.com/news/index_x.asp "American Camel" /a "children's products series has been successfully taken over. In 2009, Mingwei made a clear positioning for its small camels. The American youth off-road outfit, focusing on the outdoor shoes, clothing and accessories of young people, carried out an extended operation on the small camels. Its focus was on the products. After that, camel American junior cross country equipment actively promoted the event and established the equipment research and development center of the" China Youth outdoor sports reserve base ", deepening the brand positioning through a series of marketing strategies, and this combination filled the gaps in the field of children's outdoor products in China.

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Ma Defeng, marketing director of Ming Wei small camel, believes that the brand of children's shoes will be a breakthrough point with P.

He made an image analogy: if the children's goods market is compared to the pond, the fish in the pond can be compared to the brand of children's shoes, and the fish food in the pond is the target consumer group of children's shoes.

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< p > "most of the fish in the pond are eating water grass, and some of the fish are eating moss.

Once the fish are too much, most of the aquatic grass is eaten up. Most of the fish either die or eat moss.

Therefore, it is imperative to narrow the path of children's shoes.

A href= "http://www.91se91.com/pioneer/" > Ma De Feng < /a > regrets that the fish eating water grass is like the brand of children's shoes sold by children's shoes products, and the brand of children's shoes that go outside the subdivision road are like mosses. Only products can be broken down in order to compete in the increasingly competitive market for children's products.

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"P >" camel brand positioning is very clear, adult shoes do outdoor series, their children's shoes are also walking this style.

I believe they will not deviate from the direction as long as they go down this road. "

Zhang Shichao feels that accurate market positioning should be the basis of design.

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The design of "P" has been recognized by many brand enterprises.

< a href= "http://sjfzxm.com/news/index_p.asp > > Jinjiang < /a > a well-known children's shoes brand leader said that nowadays the market competition for children's shoes is becoming more and more intense, and a reasonable division of labor is necessary. A powerful" outsourcing "can enable enterprises to get twice the result with half the effort and achieve a win-win result.

At the same time, the person in charge also suggested that since it is "outsourcing", we should pay attention to the scientific cooperation with the brand enterprises and integrate them into the development and operation of the brand enterprises so that the effect will be better.

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P and last year, Zhang Shichao and his team have been providing a comprehensive service for a famous casual shoe manufacturer in Shishi, Fujian.

According to the long-term impression of consumers and the current trend of children's shoes and market characteristics, it proposes positioning between outdoor and leisure, with the green elements of its parent brand. They develop a series of children's shoes, such as "jungle adventure" and other themes, and the design of the terminal store of the children's shoes is also from the hands of products.

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< p > creative design will bring great value to enterprises and design companies.

The seven children's shoes products designed by a Zhejiang children's Articles Co., Ltd. were awarded the provincial patent. Zhang Shichao took the computer design plan to the new business weekly reporter. "PPT alone brings us hundreds of thousands of profits."

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< p > from the first business, the service companies of PBO gradually expanded. Nowadays, most of them are well-known enterprises, such as Yue Ke Lian, Kasiron, foot friend, card Dudu, Royal treasure, "a href=" http://www.91se91.com/news/index_x.asp "Disney" /a "," Snoopy "," Mi Fei "," Jazz rabbit "," e Wei Wang "," Fick "and so on. Of course, they also include children's shoes manufacturers that are familiar with the adult shoes brand, a href=" http://www.91se91.com/news/index_x.asp "," seven wolves "," /a "and" Camel ".

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< p > < strong > Dream Road < /strong > /p >

< p > Zhang Shichao is very optimistic about the development of Jinjiang in the development of children's shoes, because this is the forefront of the design of children's shoes.

"We will design and release children's shoes in autumn and winter in the autumn and winter of this year, and children's shoes enterprises, including Wenzhou and Guangzhou, will not start designing and releasing autumn and winter holidays until next spring and summer. They have been in Jinjiang for a quarter," Zhang Shichao said.

The speed of Jinjiang means that the gold content of the brand is improved.

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< p > by building the opportunity of "industrial design capital" in Jinjiang, Zhang Shichao has a bigger idea in mind, that is to create his own designer brand.

Zhang Shichao, for example, has a world-class brand designer, such as a href= "http://www.91se91.com/pioneer/" and "Wen Bo Po" /a, which guarantees the high-end and leading trend of the product, and the designer can also add points to the brand.

But he also said that compared to the clothing brand, the complex labor division of children's shoes makes the designer's personal value need to be realized through the team, and their designer's brand has a long way to go.

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Less than P, Jinjiang and even Fujian's local market can no longer meet the needs of expanding business scope. They need to go out and contact more manufacturers of children's shoes.

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< p > several young designers are sitting in front of the computer screen of the design area. Sometimes they exchange their voices in a low voice. Zhang Shichao also sits back in his position and continues to work. A group of young people who dream of their dreams are working quietly in order to design shoes that really meet the taste of their parents.

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