Local Children'S Shoes Are Surging And Surging.

Less than p days ago, the "foresight bright children's promotion conference", which was sponsored exclusively by a target= "_blank" href= "http://www.91se91.com/" and shoes less than /a, came to a close.

On the stage, the little children stars wear different kinds of Starling children's shoes and interpret different styles.

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Ding Junxian, P, said that starlings began trying to extend their product lines to children's shoes a few years ago, and this sponsorship will be a new starting point. In the future, children's shoes will be one of the main shoe products of the starlings, facing all children's consumers.

In addition, the official flagship store of Starling children's shoes has also been settled in Tmall mall. There are indications that the road of children's shoes has gradually spread, especially with the growing market prospect of Chinese children's shoes.

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< p > before the starlings, several major listed companies have put more attention on children's shoes "a href=" http://www.91se91.com/news/index_s.asp "> market < /a >, which can be seen from the annual reports of Anta and 361 degree enterprises.

Under the condition that other businesses are generally down, children's shoes have become one of the few bright spots of these a href= "http://www.91se91.com/pioneer/" > Enterprise < /a >.

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< p > for adult shoes and clothing brands, in the traditional terminal expansion mode encounter "ceiling", they will pay more attention to children's shoes children's clothing market.

For the new brand, the prospect of children's shoes and clothing market is the main reason to induce them to enter this field.

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He Jun, general manager of Quanzhou Duomi children's Articles Co., Ltd., which is responsible for running the brand, has told the reporter the reason behind this wave of brand building in the autumn and winter new product conference, which has just ended in P DLEMMY2014.

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< p > according to the "2012-2015 children's wear industry report" released by the National Bureau of statistics, between 2013 and 2015, China will be at the beginning of population rebound. The coming of baby boom in the next 5 years will strengthen the demand for children's products market and make the market capacity bursting.

With the release of the "two child alone" policy, the children's industry has brought considerable hidden benefits.

He Jun quoted this influential report in the industry to answer.

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< p > another important reason is that although the market for children's shoes is fiercely competitive, so far, there has not been a national brand or leader brand for children's shoes and clothing market, such as men's wear and casual wear.

The brand concentration of children's shoes is still not high, which provides an opportunity to shuffle the brand of children's children's shoes in the domestic market. At the same time, it also means that the birth of the "leader brand" of children's shoes industry will become possible.

Even if the best local brands such as POOVE, ABC and other children's shoe brands are sold for only a few billion a year, this is much more than the hundreds of billions of children's products market carriers, and the lower the market share of the brand, the more chance the market will have.

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< p > "although 2014 is a year of increasingly fierce competition for children's products market.

Similarly, it starts tens of millions of other brand names, but the threshold for launching a brand of children's shoes is still relatively low. As long as the product is right, brand investment is easier to succeed.

AI Shang Fashion Co., Ltd. General Manager Zhao Tao told reporters that last year, the company launched GLU children's tide shoes, is to seize a relatively blank market children tide products, investment reflects well.

Nowadays, after 80 and 90 are the main force in the consumption market of children's articles in China. Their pursuit of fashion and quality is not only manifested in their own dressing, but also pferred to their next generation.

Therefore, after 00, Chinese children are more sensitive to the trend.

It has become a common portrayal of children in China today, and this is also the trend and direction of market development.

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P > < strong > the arrival of the new wave of brand tide < /strong > /p >

< p > < strong > avoid traditional sports wind < /strong > < /p >.

< p > in fact, with the escalating competition of children's shoes, especially when adult shoes brand and sports brand are involved in the field of children's shoes with strong financial strength, the competition of children's shoes industry in China has become more and more intense. The new generation of children's shoes enterprises have not had the vigorous development of the year, and there has been no advertising everywhere. The most important thing for them to stand out is their products and create their own brands and characteristics on the basis of quality.

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< p > is also the new brand of children's shoes KLAOSD launched by this wave. So we set our sights on the market of high-end children's shoes.

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< p > "the market is full of many high-end children's wear brands, but the high-end children's shoes Market matched with high-end children's wear is a blank.

And KLAOSD is going to fill this gap. "

KLAOSD relevant responsible person said.

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"P" is unique. GLU and DLEMMY, who have just entered the field of children's shoes, have done their homework for their products. They have all played the slogan of the trend children's shoes, and the children's shoes of the starlings are carved with deep brand shoes.

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< p > this practice is traceable. The success of CAMKIDS is in this way.

As early as 2008, CAMKIDS was the first domestic leader to build a leading brand of outdoor equipment for young people. After years of persistence and precipitation, it has grown into a banner of market segmentation.

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< p > however, the industry believes that many children's shoes enterprises, whether brand or product positioning, if they only stay on the slogan, their overall style will still be relatively vague. After entering the market, many new children's shoes brand is the most important thing to consider is survival.

These children's shoes enterprises should first grasp the general orientation, and then try different styles of children's shoes through the amount of money. After market groping and data collection and analysis, they will finally conclude their own style roads, which will not only solve the problems of survival, but also gain clear ideas for future development.

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< p > in the face of the strong "attack" of the adult brand and the predecessors of the local children's brands in Quanzhou, what the new generation should do is to avoid the "edge" as far as possible, and try to achieve dislocation and differentiation in the market positioning and product design.

For example, at present, most of the international children's brands go to the first and second tier cities. The children's series of domestic sports brands mostly go to two or three line cities. Then, the brand of the new generation of children's shoes can be chosen on the basis of three or four line cities. On the product design, the children's series of adult brands will inevitably extend the original sports and leisure style of the adult brands, while the local children's brands in Quanzhou are breaking through in cartoon, fashion and other elements.

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Kasiron, chairman of the P limited company Ding Canyang, even frankly stated that the market of children's shoes is still in the era of "cake cutting" instead of "cake grabbing". There is still enough room for children's shoes market to accommodate the entry of new brands. In addition, more and more people are looking for new market gaps and creating new brands, which has not directly affected the original brand of children's wear.

In addition, the entry of new brands can, to a certain extent, play an incentive role to the original brand, and help to enlarge the market of children's shoes together.

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< p > < strong > more "close to the people" price system < /strong > /p >

< p > from the product point of view, the brand of newly launched children's shoes, without exception, has avoided the traditional sports style, and has chosen the fashion leisure style.

But this is not the most important thing.

In the industry's view, the biggest feature of the new army of children's shoes is the establishment of a highly competitive price system.

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In the new product conference, He Jun stressed repeatedly that on the product price, the company will take the cultivation of the brand and the occupation of the market as the main purpose this year. P

"Children's shoes are still different from adult shoes and clothing, the price sensitivity is relatively high, the winter products more than 200 yuan is not good to sell, the price of summer products is best maintained at about 120 yuan."

He Jun said.

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< p > this price is undoubtedly very attractive.

He Jun disclosed that this is the price advantage, so that DLEMMY's first investment has been successful. It is expected that orders will exceed 350 thousand pairs of children's shoes. One Sichuan guest will make 130 thousand orders on the day of investment promotion, and this month, Hunan, Chongqing and other markets will also start one after another.

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< p > GLU adopts the same pattern.

"From the price point of view, GLU children's shoes have the advantages of their own factories, the cost is greatly reduced, and they have the price advantage. The price of the counters is generally in the tens of hundreds, and there are both high and low grades, which are quite economical and completely within the scope of the ordinary people's consumption capacity.

Products can only be opened to the road, sales can be regarded as brand names. Many famous children's shoes brands in Jinjiang have gone through the process of quantitative change to qualitative change, and finally realized the shift of quantity consumption to brand consumption. Therefore, it is the last word for the GLU brand that has just started half a year ago to live.

The marketing director of AI Shang Fashion Co., Ltd., Cao Qian, believes that putting down the "price" does not mean that the brand will be rotten. "The development of the brand is the first principle of brand building in this era. Enterprises can fully promote the market through the diversification of wholesale channels, as well as brand premium and cost performance, which will help to expand the vitality of the brand.

Although GLU has just started more than half a year, it is impossible to estimate the total sales volume of the brand as a whole, and from the market layout, the GLU brand has been half successful.

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