Look At The Development Trend Of Children'S Shoes From The Order Of Brands
< p > < < a href= > http://www.91se91.com/pioneer/ > children's shoes and clothing industry < /a > new competitive environment, brand standardization and product innovation enterprises will undoubtedly make greater room for development.
The diversified layout of the channel, the refinement and data management of terminal management are particularly important in the new era.
What will be the development trend of children's footwear industry in 2014? How should the brand grasp the pulse of development and plan ahead steadily? < /p >
< p > [about order meeting] < /p >
< p > < strong > 1. the order of children's enterprises will be opened ahead of time, and the brand layout will be "fast era" < /strong > < /p >.
< p > Yao Yong: order growth should allow more production time, advance procurement, reduce cost < /p >
< p > over the past two years, the holding time of children's shoes and clothing brand orders has generally been ahead of schedule, and most of the autumn orders will be completed before the end of the year.
This year, for the first time, the brand will be opened in autumn.
Yao Yong, general manager of Guangdong green frog sales company, believes that this is mainly related to the pace of the company's development strategy.
In 2013, sales of green frog products increased significantly, bringing pressure to production.
The reform of production system is in progress, but deep reform will take a long time. In order to allow more room for production to make adjustments, the company will advance the order time.
< /p >
Besides P, Yao Yong believes that purchasing raw materials in advance can reduce overall procurement cost.
For example, feather and down materials avoid the peak sales period, and the price concessions are obvious.
< /p >
< p > Luo Zhengming: to deal with difficulties in recruiting workers after next year, ensure that production does not break down < /p >.
Luo Zhengming, deputy general manager of the P operation center, told the China sporting goods daily that the autumn order would be due to: first, three or four years ago, the dog had ordered the autumn order to be held a few years ago.
With the maturity of the brand operation, the more and more planned, the standardization of management and the fixed order time. Secondly, as a production enterprise, we must rely on orders to maintain production.
If there is no order before the year, the production will be broken. Workers can only stop work in advance. Once again, the completion of production work before the year can better cope with the difficulty of recruiting workers after the year, and the problem of the link up of order production.
Because one or two months later, the whole industry is unstable.
The operation team was the most stable year ago, which made the production more secure before the year.
< /p >
< p > Wu Zili: reserve enough time to prepare raw materials and make a good production plan < /p >
< p > Wu Zili, planning manager of clumsy bear (Fujian) children's products Co., Ltd., introduces that clumsy bear's order will be held two times in a row, one year ago and another as a supplement to second years in April.
In this way, the continuous stability of production can be ensured, and the order structure can be adjusted to make it more reasonable.
< /p >
< p > "advance orders will have more advantages than disadvantages.
Most of the children's enterprises adopt futures system, and the production cycle is long.
Enterprises all hope to make an early order, so that they can have enough time to purchase raw materials, make production plans ahead of time, and arrange production more reasonably.
Wu Zili said.
< /p >
< p > Zhang Rui: faster than competitors, take early action to gain a favorable position. < /p >
< p > on the phenomenon of placing orders in advance, Zhang Rui, an expert in children's shoes and clothing industry, thinks that this phenomenon is more common in the south, and that the brand of children's shoes in the north is still relatively slow.
Zhang Rui analysis, excluding accidental factors, the main reason for the early opening of orders is: < /p >
< p > 1, the brand will open the order first, it is hoped that it can give the goods information to the terminal channel providers and consumer groups ahead of time, walk faster than others, walk ahead of the competitors, so as to seize the market opportunities; < /p >
< p > two, brand suppliers should purchase raw materials in advance, and the bargaining will be more initiative, so as to effectively control the cost of raw materials; < /p >
< p > three, dealing with crises ahead of schedule.
The early ordering of brands will enable agents to order and order more, and enterprises can also have more capital for the end of the year.
In 2013, the overall development of children's enterprises was not very prosperous, and no matter what competitive environment the brand would face in 2014, early action would always take a favorable position.
< /p >
< p > > strong > 2., the regional ordering will depend on the situation. The innovation form is the key. < /strong > < /p >
< p > Luo Zhengming: regional open order will cost more, longer time and less innovation. < /p >
In the early years, children's enterprises ordered the headquarters to move to the regional market. In 2013, however, there was a trend of returning to headquarters. Luo Zhengming thought that the cost of ordering orders at headquarters would be more economical. "P"
Plus, in the first two years, there will be more brands in the regional open orders, which will lead to homogenization.
< /p >
< p > "early enterprises will open the national order to the region, and the support and promotion role for the region is obvious.
And most brands lose their freshness when they open their orders in the region.
Terminal operators are also familiar with this phenomenon.
Luo Zhengming said.
< /p >
< p > Yao Yong: insist that the order will be put in the area and enhance the popularity of brand area < /p >
"P >" now the national orders of several times a year will be put in different regional markets.
In addition, the regional market will be held separately in key regional markets each year.
Yao Yong introduced that, one is to maximize the brand's influence in the locality; the two is to help regional agents export standardized marketing modes, so as to better unite and unify the marketing ideas and operation modes of brands, agents and retailers, and promote the development with higher level of resource integration. Three, it is now advocating scientific single store orders, through scientific data analysis, through professional buyers and single store salesmen to participate in on-site sample viewing, sampling and ordering, so that the regional market order is more scientific.
< /p >
< p > "of course, in the regional open orders, the requirements of the head office is very high, and a lot of preparatory work needs to be done.
Many brands in the region will not be able to open orders, and therefore can not adhere to.
Yao Yong said.
< /p >
< p > < /p >.
< p > < strong > 3. < a href= "http://www.91se91.com/business/ > > order > /a > heavy momentum, encourage terminal business to boost confidence" /strong > /p ".
< p > Luo Zhengming: reward excellent agents and set a good example. < /p >
< < p > in order to recognize the advanced technology, children's enterprises usually hold the award ceremony at the order meeting. This year, some brands also show great importance. BMW and Audi are rewarded by excellent agents and retailers.
The good dog and the green frog are the representative brands.
< /p >
< p > Luo Zhengming said that the reason why the darling dog brand held such a grand ceremony is because it is also a reward for agents to consider privately. It is better to hold a ceremony to let the agents receive the award and share the joy of the prize. Moreover, this year, the "local tyrant" is popular, and the dog is also following this trend, so that the agent can also be a "local tyrant".
< /p >
< p > Wu Zili: let the advanced drive the backward and enlarge the market < /p >.
< p > "Fujian enterprises like to talk about ostentation and extravagance, which can be seen from the publicity campaign in the early stage of the ordering meeting to the layout of the meeting.
Of course, some inputs are essential, for example, ordering clothing will be arranged because the clothing needs to show the effect of matching, which directly affects the order.
Wu Zili said to China sporting goods Daily reporter.
< /p >
< p > > as for ordering a grand prize giving ceremony, Wu Zili believes that the more difficult the environment is, the more enterprises need to make public recognition of outstanding agents, encourage them to advance by rewarding advanced technology, and encourage them to make vigorous progress in the new year's performance goals and strengthen the market.
< /p >
< p > Yao Yong: to award the reward to the end customers and push the development of the retail market < /p >
< p > at the 2014 autumn order meeting, the company held a grand sales award presentation ceremony, which awarded BMW 3 series and Audi A6 for outstanding dealers in the regional market.
Yao Yong said that these awards are directly distributed to excellent retailers.
< /p >
"P >" at present, most of the Fujian region is carrying out business with agents, while Guangdong enterprises have directly sinked down, including training in background service system, commodity management, retail operation and so on.
Enterprises and agents are unified teams, and promote the development of terminal retail market under the common plan. "
Yao Yong said.
< /p >
< p > Zhang Rui: Southern children's enterprises are concentrated in competition, and orders are taking the lead to occupy the terminal < /p >.
< p > "in fact, the overall development of children's footwear industry this year is not as optimistic as it may be. Some brands have such problems as inventory crisis and capital chain tension. In such an environment, companies are willing to support agents and praise advanced technology in a big way. This is also an initiative to seize the endgame market resources. The more difficult the situation is, the more we need to retain customer resources through some incentives."
Zhang Rui said.
< /p >
< p > Zhang Rui believes that southern children's shoes and clothing brands are more concentrated, and competition is bound to be more intense.
To seize resources among customers is dependent on service and policy.
The characteristics of each regional industrial cluster are different. For example, in order to encourage the agents to show the strength of the company and enhance the confidence of the market operation, the South children's shoes and clothing brands will invest a lot of money when ordering.
However, the brand of children's shoes and clothing in the north is rarely built up, but it is also developing slowly.
< /p >
< p > < strong > 4. < a href= "http://www.91se91.com/pioneer/" > brand < /a > force and planning are the guarantee to avoid ordering risks.
< p > Luo Zhengming: do a good job in brand planning and do not blindly follow suit. < /p >
Less than second years ago, the goods sold in the autumn and winter of P have certain risks to agents in enterprises.
"If the enterprise is not strong enough to plan or judge the future, the risk will be great.
Placing an order in advance will be a test for an enterprise.
Of course, if the business is operated by brand, the risk is relatively small. "
Luo Zhengming said.
< /p >
< p > it is not important to see when the order will be held. The key is to decide what kind of thinking the enterprise is based on. It is blindly following the trend, or clearly ordering the ordering time of the whole year, or even the brand planning in the coming years.
Luo Zhengming believes that many enterprises are just following passively, in order to be faster than others, let products advance to the market ahead of time.
For this purpose, ignoring the market demand of products is lacking in planning and planning.
So, placing an order in advance will damage the interests of the brand.
< /p >
< p > Zhang Rui: improving the scientific nature of orders and effectively controlling risks < /p >
< p > Zhang Rui holds the same view. He believes that everything is a double-edged sword.
Brand manufacturers produce products ahead of time, and unpredictable weather does not give them enough strength.
For example, this year is a warm winter. If the branding business had been ordered early, and some thick clothing and shoes were produced, then the risk of inventory would inevitably follow.
Therefore, how to improve the scientificity of orders, plan well, deal with all kinds of unfavorable factors that may arise, and control risks more effectively, are very important for brand dealers.
< /p >
< p > < strong > [industry competition > /strong > /p >
< p > < strong > 1. the brand shifted from the importance of scale expansion to the improvement of core competitiveness < /strong > < /p >
< p > "the era of mass expansion has passed. At the moment, children's shoes and clothing brands should pay more attention to enhance the survival rate of terminal channels and enhance their comprehensive competitiveness."
Luo Zhengming said.
< /p >
< p > Luo Zhengming introduces that the dog is one of the brands that run for a long time in the brand of children's shoes and clothing in China, and its performance keeps 20%-30%'s growth rate every year.
Now the dog is in the stage of pformation and upgrading, and the new mode is gradually taking shape.
It is no longer just pursuing the expansion of scale, but will pay more attention to the improvement of product quality and brand competitiveness.
< /p >
< p > < strong > 2. brand standardization and product innovation enterprises have more living space < /strong > < /p >
< p > "children's shoes and clothing market will be polarized in 2014.
Brand regulated enterprises and product innovation enterprises will gain more room for survival and development.
If these two aspects involve only a little bit, or the development of enterprises that are not involved, it will become more and more difficult.
Luo Zhengming said that the future dog will go to the road of brand standardization.
< /p >
< p > Luo Zhengming believes that there will be more and more brand names in the future children's shoes and clothing industry. "Not all small and medium enterprises can take the road of brand operation. For some small and medium enterprises, the promotion of unique concept through product differentiation competitive advantage is not a way to break through."
< /p >
< p > strong > 3. the stronger the stronger, the more obvious the trend of Baotuan development is < /strong > < /p >.
< p > Yao Yong believes that in 2014, the brand development of children's shoes and clothing will be more in line with the market rules.
The stronger the stronger, the brand that will not conform to the law of market development will be eliminated.
Deep shuffling will end in the next one or two years.
< /p >
"P > in addition, Yao Yong also pointed out that in 2014, the trend of the development of children's footwear industry clusters will be more obvious.
The government will provide more support and guidance for the brand, and the brand business will also actively cooperate with the brand management innovation to better play the advantages of the regional cluster.
< /p >
< p > < /p >.
< p > < strong > Product Trend {page_break} < /strong > /p >
< p > < strong > 1. the product tends to be fashionable and leisure oriented < /strong > < /p >.
< p > Luo Zhengming believes that in 2014, the category of children's shoes and clothing will be more "sports oriented" to develop in fashion and leisure, because the consumption groups of sportswear are less and less.
< /p >
< p > of course, sports will not disappear, because children's shoes and clothing consumers in addition to pay attention to the appearance of fashion, also need to consider the comfort of wearing.
"Sportswear nowadays has been generalized, not purely sports equipment, but more sportswear that embodies fashion trends."
Luo Zhengming said.
< /p >
< p > Yao Yong said that the individuation and fashion of children's clothing will be further strengthened in the future, which is also the result of meeting the needs of mainstream consumer market.
"Green frog emperor is popular fashion.
The design of children's clothing in the future will give full consideration to the aesthetic needs of adult purchasers and children.
Yao Yongru said.
< /p >
< p > strong > 2., the brand of the main health technology concept will be more and more /strong /strong < < >
< p > at the 2014 autumn order meeting, Kate launched a new functional autumn shoe, the kart functional shoe.
In December 23, 2013, Mickey bear brand held its first autumn order meeting, the first concept of health function shoes.
Zhang Rui said, there is no doubt that the brand of children's shoes and clothing is paying more and more attention to the pmission of the concept of health technology and the selling point of new technology as the product, thus arousing more attention of the consumer market.
< /p >
< p > < strong > 3. category diversification, emphasis on improving terminal experience < /strong > /p >
< p > from the 2014 order meeting, many brands will focus on improving the terminal experience.
In this regard, Wu Zili said that now the brand is mainly monopolized by the channel, will certainly more work will be implemented to the terminal, enhance terminal services, do a good job of terminal experience, in order to win more consumer markets.
< /p >
< p > "in order to meet the different needs of consumer groups to buy shoes and enhance their consumption experience, at present, the stupid bear brand has made a lot of improvements to cloth shoes, leather shoes, sports shoes and roller skates, and the stupid bear will create a full category shoe store."
Wu Zi Li said that in 2014, the awkward bear brand will further develop monopoly channels and fully open the era of monopoly.
< /p >
< p > < strong > < Management > /strong > < /p >
< p > < strong > retail terminal management will be fine and data less than /strong > /p >
< p > "if there is no high quality quantitative management of the retail terminal, there will be no future for the enterprise."
According to Luo Zhengming, the scale accumulated by "ants moving" must not survive for long.
At present, the whole industry is in a period of pformation and upgrading. Enterprises must have some "Big Mac" of retail terminals to lead the whole sales mode, and high quality single stores will have strong ability to resist risks.
To build a high quality single store requires that the enterprise must have meticulous and data oriented management thinking. After all, subjective judgement can not compare with the precise operation of machine and computer.
< /p >
< p > Luo Zhengming told China sporting goods Daily reporter that at present, there are few children's shoes and clothing enterprises that can really perform meticulous operation, most of them are paper armchair, and have no actual action.
How to judge whether the brand is really putting into action for this mode or shouting slogans? Luo deputy chief thinks, first of all, depends on how many people in the enterprise operation center are doing this thing, that is, how big the Department team is.
< /p >
< p > Yao Yong believes that the regional enterprises in Guangdong have been able to more effectively manage terminal management and interact with retail customers more and more frequently.
More mature Guangdong children's clothing enterprises, terminal management are more pragmatic, meticulous and scientific.
In contrast, most of the Fujian children's enterprises have talked about improving the profitability of single stores, but the degree of real landing is not high enough, and there is a certain gap between Guangdong's mature brands.
In the future, the whole children's shoes and clothing industry will move towards the refinement and data management direction of the retail terminal.
< /p >
< p > < strong > < marketing strategy > /strong > < /p >
< p > < strong > 1., between the old and new media, it is the key to find a suitable communication mode < /strong > < /p >
< p > for children's shoes and clothing enterprises, brand communication strategy is in the exploratory stage of new and old mode, and the new mode has not yet been formed.
How to effectively integrate the offline and offline communication is not particularly clear for most enterprises.
< /p >
< p > "in the past only traditional media, the direction of each brand's dissemination and promotion was generally clear.
With the rise of new media, the brand will make more thinking and choice.
In the future, the dog brand will not reject new things, but will make reasonable distribution in the dissemination of new and old media to find a balance.
Luo Zhengming said.
< /p >
< p > < strong > 2., since media communication will be more concerned, < /strong > /p >
< p > Luo Zhengming introduced that the brand communication of children's shoes and clothing has gone through three stages, one is the traditional media which is represented by traditional newspapers and television media, the other is the online media dissemination such as online portals, video websites, forum websites, and so on. Three, it is from the media age. Three.
Tong enterprises did not explore too much experience about network marketing, but jumped from the first stage to the third stage directly.
< /p >
< p > in the media dissemination, WeChat marketing will be more valued by enterprises.
At present, many retailers have been able to skillfully use WeChat to pmit information.
But for the beginning of the micro mall project, Luo deputy general believes that children's shoes and clothing brand is still in the "talk about the concept" stage.
"WeChat marketing helps to enhance brand awareness and reputation, but it does not boost the actual sales performance."
Luo Zhengming said.
< /p >
< p > < strong > 3. the rise of soft language marketing, integrated communication to enhance brand influence < /strong > < /p >
< p > many children's shoes and clothing brands have begun to pay attention to integrated communication, and carry out extensive soft language propaganda around brand activities.
Usually we call it the "atomic bomb" mode of pmission, that is, the promotion of the general trend of active soft text, so that consumers can feel the shock of the brand, and the effect of communication is self-evident.
< /p >
Less than P, the lack of communication is that the brand can not receive sustained attention. When the activity is over, the heat starts to drop.
Therefore, Zhang Rui said that he advocated the "integration of stars and fire" with the help of the current hot events and the combination of the brand and the spread of soft language.
For example, in 2013, where the "daddy went to" program is very popular, then the brand can do some articles on parent child dress, parent child activities, and so on.
< /p >
< p > > "soft communication" will become one of the most important marketing methods of brand dealers in 2014.
Mr. Zhang pointed out that the dissemination of soft language must grasp the key points and spread around the expected targets at the right time.
It should be clear that the target of communication is consumers or franchisees.
He said brands could make reasonable planning for the next year's marketing session by the end of next year.
< /p >
< p > < strong > 4., marketing activities are more entertaining than < /strong > /p >
< p > on brand marketing promotion strategy, Yao Yong said that the brand will keep pace with the times, cater to consumers' habit of acquiring information and find channels of communication.
< /p >
< p > "in the future, child enterprise marketing will be more diversified. According to the development of new technology, we will make good use of new micro marketing methods such as micro activity and micro mall.
Brand marketing activities will be more embody entertainment, more emphasis on interactive experience, closer to the psychology of consumers.
Yao Yong said.
< /p >
< p > < /p >.
< p > < strong > [channel layout < /strong > < /p >
< p > < strong > 1. "channel is king" turn to "retail is king" < /strong > /p >
< p > "in 2014, the development of the dog brand channel will move towards a combination of various modes such as self employment, agency and so on. Various sales modes will become more and more balanced and coexist with other channels."
Luo Zhengming said that in the past, the proportion of brand self employment in children's footwear industry was relatively small, and the proportion of self employment will increase in the future.
The mode is flexible and the brand should choose the most suitable mode according to its own situation.
< /p >
< p > Luo Zhengming said that the emphasis on the competitiveness of the retail terminal will be the focus of the brand's future work.
"In the past, children's enterprises all advocated" channel is king ", large-scale enclosure, expansion channels.
But now it is gradually turning to "retail is king".
In such a stage of pformation and upgrading, excellent customers will become more and more outstanding, while those with poor performance will be eliminated directly.
Luo Zhengming said.
< /p >
< p > < strong > 2. the current stage of the operation of the electricity supplier is to establish "image" and "digest inventory" < /strong > /p >
"P > this year's order meeting, brands have proposed to focus on the layout of e-commerce projects.
Luo Zhengming believes that for children's shoes and clothing brand, the electricity supplier is still in the exploratory stage, the team has not been established, lack of direction.
At this stage, brand new products on line will definitely affect the offline sales, because the brand side can not effectively divide the products under the line.
< /p >
"P >", therefore, the current electricity supplier is mainly engaged in image.
Our official flagship store only sells more than ten percent off new products with the aim of maintaining brand image. "
Luo Zhengming said that many retailers are also doing business, and the headquarters set up an image through the electricity supplier, so that retailers can have a balance to better maintain the brand image.
< /p >
< p > "at present, children's shoes and clothing brands have not yet found a better way to develop online channels on a large scale, either to digest inventory or to maintain their image."
Luo Zhengming believes that the advantages of electricity providers are not limited by time and space and convenience.
But the electricity supplier is only one of the sales channels. It can sell well if it is well controlled, and it will sell less if it is not well controlled.
In the future, a good dog will use it as a marketing channel for its brand, and before it finds a way of development, it will take steps to stabilize it.
< /p >
< p > < strong > 3. children's enterprises have to make breakthroughs in the new era. We must regard net sales as the key point < /strong > < /p >.
< p > "sales of luxury children's clothing will receive a certain impact as the network sales channel is becoming more and more branding."
Zhang Rui believes that the brand has entered the whole network marketing stage. For small and medium-sized enterprises, on the one hand, they should carry out soft Wen marketing on the Internet, and on the other hand, they must continue to shop online.
Any brand that will emerge in 2014 or emerge in a competitive environment must focus on Internet marketing.
< /p >
< p > electric business is already the trend of the times. Now, more and more children's shoes and clothing brands begin to pay attention to the operation of the electricity supplier project.
Zhang Ruiqiang said that in 2014, if the children's shoes and clothing brands wanted to make a big breakthrough, they must shift the emphasis of marketing to the network, while those who were originally engaged in online marketing should further intensify their efforts in this respect.
< /p >
< p > now, the electronic business of children's shoes and clothing enterprises are just beginning. Some traditional enterprises have re established the brand of electric business in order to open up the online sales market.
Zhang Rui believes that traditional enterprises may not need to start new brands online, because as a new brand, we must start from zero and promote high input costs.
Online sales can directly enable the original cable down brand, online and offline to distinguish the time, style, price, discount and so on.
This is also a major trend in the future development of e-commerce.
< /p >
< p > < strong > 4., the layout of the channel will be more standardized, and the test water O2O mode < /strong > /p >
< p > 2014, children's shoes and clothing channel layout will be more standardized.
Yao Yong introduced that in 2013, the brand of the Green Frog Prince strengthened the integration of online and offline businesses, and entered the subdivision business circle under the line, focusing on community stores, department stores and supermarkets.
< /p >
< p > "the choice of channels should be based on the situation of each regional market, and fully investigate the local realities, including the mainstream channels for consumers to buy children's clothing, and expand them in a targeted way. The construction of various channels in the regional market should be focused."
Yao Yong said.
< /p >
< p > Yao Yong introduced that in the second half of 2012, the green frog emperor began to prepare the electricity supplier project, launched in 2013, and invited the professional team to operate independently.
Now the enterprise is testing the O2O mode, and the related schemes are already being discussed. It is mainly to solve the technical problems of the Internet in the background, and open up the major links of the O2O, such as the entity store, the third party business platform and APP, so as to realize the effective integration of passenger flow, information flow, logistics and capital flow.
< /p >
< p > "it is not yet possible to find a suitable technology provider. The landing time is not well established."
Yao Yong said that O2O will be the trend.
But this is a system engineering, I believe that Guangdong children's wear brand will move faster.
< /p >
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