Accelerated Development Of Outdoor Brand Children'S Shoes Enterprises

< p > > strong > outdoor a href= "http://sx.sjfzxm.com" > children's shoes < /a > new round of market expansion < /strong > /p >

< p > according to relevant statistics, nearly four hundred million of children in China are increasing by about 16 million a year, and children's shoes have about 30000000000 yuan per year.

There is tremendous commercial potential in this huge market.

Outdoor children's shoes market has become a battleground for more and more brands.

In recent years, international adult sports brands such as Nike and Adidas have joined the youth outdoor market. Children's outdoor brands such as CAMKIDS and card road are constantly rising, which makes a new round of development upsurge in children's outdoor.

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< p > "relative to the whole children's shoes market, the outdoor industry's market capacity needs to be further expanded, but enterprises need to prepare well for competition."

Chen Shuqing, general manager of Quanzhou Liuhe children creative industry Co., Ltd., told China sports daily newspaper that the growth rate of the outdoor industry is slowing down, and is entering the era of outdoor brand. The forerunner has the advantage and the right to speak, and will occupy a larger market share.

Many brands are coming in, and the profit space is continuously compressed.

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< p > when the enterprise develops to a certain stage, it will find new market opportunities to open up a wider space for existence.

Fujian card road sporting goods Co., Ltd. speeds up the multi brand strategy, launches the Di brand, expands the channel to enhance the enterprise profit.

Hong Qinming, general manager of Mingwei shoes and Garments Co., Ltd., said that CAMKIDS has planned to launch family outdoor wear series in 2015 to extend the product line and dig out the value of single channel.

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< p > strong > multi category vs > a href= "http://zs.sjfzxm.com/" > brand > /a > /strong > /p >

< p > in terms of the development trend of the market, brand diversification is an important measure for development.

With the rapid development of the consumer market, single products and services have been unable to meet the increasing needs of consumers. This will inevitably lead enterprises to diversify their strategies to fill the gaps in the market segments, find new fields, constantly develop new products and develop new growth points, so as to tap potential huge benefits.

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< p > "under the influence of the market environment, the products of single category can no longer meet the needs of the market, and it is difficult to survive in the market."

Hong Qinming told the China sporting goods Daily reporter that CAMKIDS started with all kinds of products, including clothing, shoes, accessories and so on.

At present, CAMKIDS has about 1000 stores nationwide, and is stationed in the first tier and second tier shopping malls in the country.

The product line has also been extended from the earliest Zhongtong children to the middle children. In 2015, family outdoor wear series will be launched to satisfy consumers with diversified products.

He said that CAMKIDS can extend the product line in fact is very much, in addition to the introduction of family outdoor outfit, outbound food, travel guide, outdoor base and so on are a good growth point.

Enterprises should not only be confined to the field of shoes and clothing, but can be extended horizontally.

For example, CAMKIDS has already cooperated with Xiamen airlines.

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< p > Fujian card road sporting goods Co., Ltd. based on the market demand, the brand of Di Di brand, taking the brand differentiation route, adapting to the trend of children in an international view, and designing and developing the products based on the fashion of Europe and America, the trend of Japan and Korea, and creating a distinctive brand style of fashion without losing its simplicity and fashion.

Sun Xiaolong, marketing director of Fujian card road sporting goods Co., Ltd., said that through the development of these two years, the brand awareness has been opened in the market, the channel has been gradually improved, and sales are improving year by year. Now, the introduction of the "Di" brand has just opened the market with the help of the original brand influence.

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< p > < strong > opportunities and risks coexist. Enterprises should be cautious in choosing the way, < /strong > /p >

< p > in fact, many Quanzhou children's products enterprises have already embarked on the road of many brands.

Many enterprises have brought more market profits to themselves through the independent operation of multiple brands.

"There is a certain risk in multi brand operation. If the operation is not proper, it is easy to appear" rush to eat "phenomenon.

Chen Shuqing said, "especially in the initial stage of the new brand, there will be huge investment. For the lack of strength, there may be consequences for both hands."

At this time, business owners need to have clear development plans.

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< p > Hong Qinming also said that an immature brand is faced with many challenges. If it does not keep the original brand and the original cake, it will not be necessary to disperse the energy, team and capital to take charge of another brand.

Only after consolidating the main field of the main brand and shaping the brand value will the next brand be launched.

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< p > industry insiders say, < a href= "http://sjfzxm.com/DESIGN/designer/index.asp" > multi brand < /a > is conducive to improving market share. By accurately positioning each brand, it can effectively occupy all segments of the market and expand the strength of the enterprise to make it more competitive.

But with the implementation of multi brand strategy, enterprises must do well in positioning and planning new and old brands.

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< p > according to Sun Xiaolong, the two brands of Fujian card road sporting goods Co., Ltd. are stuck in the same way, but different location is complementary to resources.

Kat road is mainly outdoor leisure in the city. As a new brand, it takes the European and Korean fashion style and takes the mass consumers as the main market. The two brands are different.

At the same time, the product development, the agent team and the operation team are also distinguished from the card road.

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< p > diversification strategy is also a double-edged sword.

Diversification strategy has created many unexpected market opportunities for shoe enterprises. Successful shoe companies have been able to enumerate through diversified strategies, but there is no denying that there are also hidden dangers.

Because of the lengthening of the business front, shoe companies have to invest a lot of resources, such as manpower, material resources and financial resources, which will inevitably lead to difficulties in capital turnover. At the same time, the operation span is large, and the power becomes more dispersed.

When many products use the same brand, its brand relevance is large. Once a product is in crisis, it will produce a "implicated" effect, jeopardize other products or fields, and may lose core competitive advantage, damage the high quality image of the original brand, and affect the reputation of the whole brand.

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< p > strategy is right and wrong.

Some enterprises see the trend, and they ignore the analysis of the market and the positioning and development of their own enterprises and brands.

Therefore, whether it is a grass root brand or a star brand, choose what way to operate the brand, we must decide according to the situation of the enterprise, do not blindly follow suit.

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