Local Shoe Companies Want To Take "Functional Shoes" To Open Up The Market For Children.

Recently, function shoes It is popular in the local children's shoes industry. Due to the design of children's foot characteristics and sports physiological characteristics, it has higher added value and broader market prospects. This also attracts local children's shoes, including the cute dog, COOSKIN, little rabbit, etc.

In the view of the industry, apart from higher value-added products and broader market prospects, it is the deeper meaning of the local industry to use functional shoes to cut into the market for children.

Functional footwear has become a new trend.

The concept of functional shoes originates from medical functional shoes. It is born in medical research, designed according to the principle of human body mechanics, designed for infants and young children's "foot shape" and "walking mode". It is fully developed in accordance with the walking condition of infants and young children.

Recently held the first phase of the national shoe industry training children's shoes. Designer Functional footwear has become one of the hot topics in the personnel training class. The national authoritative footwear experts and business executives have analyzed this pair of children's shoes. Many local enterprises have already invested in research funds to engage in related production and development. In order to gain advantages in the production of functional footwear, the enterprise set up a specialized laboratory for functional footwear, engaged in relevant production research, and strive to get ahead and break through in technology.

The concept of functional shoes is imported from Japan, and the slogan is "children's health shoes". China's earliest children's shoes enterprises in Guangdong are doing related production. Now, our local children's shoes enterprises have also seen the prospect of this market, and many will launch related products in the autumn, such as products such as "Yong Gao" and "foot friends" have even been on the market, and the market reaction is not wrong. Quanzhou Liuhe children creative industry Co., Ltd., general manager Chen Shuqing told reporters.

According to the insiders, in recent years, with the increasing consumption of the market, parents are paying more and more attention to children's health, which has pushed up the demand for healthy functional shoes. For many children's shoes enterprises, health function shoes are brand new blue ocean and brand new market growth point. In recent years, the market of children's shoes is weak. We hope to stimulate the market with functional products and increase the added value of products.

The feedback from the outside world corroborated this view. In April this year, the twenty-second China International clothing Clothes & Accessories At the fair, the famous children's shoes, keno Pu, and Lok Kok friends were presented with their high-quality functional footwear products respectively. Up to 1000 kinds of products brought a foot health storm to the children's shoes industry, which attracted the attention of the industry.

In Chen Shuqing's view, the popularity of functional shoes is the only way for enterprises to achieve transformation through technology in the development process. After many shuffling, Quanzhou children's shoes enterprises have a clear grasp of the market.

This view has been recognized by many local children's shoe enterprises. In recent years, Jinjiang Mingwei shoes and Garments Co., Ltd., which has been developing and developing, has launched antiskid shoes with antiskid buttons, shoes that can be heated and kept warm, and seven hole lighting shoes.

According to Hong Qinming, deputy general manager of the company, Mingwei company also used foundry as the main product, but with the increase of foundry enterprises and the compression of profits, ordinary children's shoes are going downhill in the market competition. "A pair of ordinary shoes sells at a low price, and their materials and labor can not be reduced. The price of shoes with special functions is 10 times higher than that of shoes. To calculate economic accounts, even if it is necessary to invest in a research and development fund to develop functional shoes, its subsequent economic returns are still heartbeat, so they will not let go of their functional footwear market.

"Functional footwear is a technological innovation or a gust of wind is still difficult to decide at the moment, but the concept of functional footwear formed by the innovation of its concept is not negligible in the market of children's shoes in China. It is expected that in the second half of this year, functional footwear will be more popular, and consumers who are unable to solve the problem will start to have a relevant consumption awareness." Start (China) Co., Ltd. brand center responsible person said.

　 Using functional shoes to cut into children's market

On the one hand, with the introduction of functional shoes as a new category of children's shoes in the field of consumer vision, it aims at the young children whose foot bones are not completely shaped, and innovating the concept of foot health in children, especially in accordance with the future development trend of children's shoes market. On the other hand, the product line of its own age has always been a weak part of the local children's shoes enterprises. This has made the functional shoes become a springboard for many local children's shoes enterprises to pry the market of young children in a certain extent. So, at least 20 Quanzhou children's shoes enterprises, including Yong Gao people and good dogs, have joined in the functional footwear boom, engaging in the design and production of functional footwear, and expect a small upsurge in the second half of the year.

Luo Zhengming, deputy general manager of the operation center of dog dog products Co., Ltd., said that functional footwear may be a hot trend in the next few years, because in addition to ordinary functions, it also has its own added value. Therefore, dogs are really optimistic about the development of functional shoes in the market of children's shoes. In the first half of this year, this part of the investment has been increased, hoping to speed up its own breakthrough in children's products online.

Some enterprises go faster. A number of "functional shoes" were favored by ordering merchants at the end of the order meeting in May. These functional shoes are more exquisite from the sole, the shoe upper to the shoe structure, through all kinds of scientific design, as far as possible to play the role of protecting the health of children's plantar.

There is no coincidence. Just now, Dai Jia Po, deputy general manager of children's shoes, who has just participated in the first child shoe designer's talent training class, is now learning to sell now. According to the design elements of functional shoes learned from research and research, the "super light machine energy shoes" has been developed by the rapid reaction, and is intended to be launched in the market this autumn. He told reporters that taking into account the health function shoes conducive to children's foot health and growth, there must be good market prospects in the future, their "ultra light machine shoes" mainly targeted at 2~5 years old baby.

Besides satisfying consumers' demands, functional shoes may be a new blue ocean for children's shoes enterprises. Nowadays, more and more adult sports brands have entered the market of children's shoes, making the market competition for children's shoes increasingly fierce. For some children's shoes enterprises with weak foundation and unconvincing products, their market survival space is getting more and more squeezed. Therefore, many children's shoes enterprises try to stagger the direct competition through the extension of the product line, and begin to exert themselves on the children's products. But the functional shoes are mainly aimed at the small and medium-sized children's market. If they can be used, they will become a new growth point for enterprises.

Chen Shuqing said that apart from the characteristics of functional shoes, there is also a great attraction, that is, channels. Functional shoes can also be classified as baby products, which means that it can enter the market through mother and child product channels, while mother and infant channels are relatively developed in cities, and mother and infant stores and counters are their stagnation points. Many maternal and child products have thousands or even tens of thousands of outlets. If the functional footwear can enter, it will open a completely different channel mode, and its development will be unthinkable. Not only that, functional footwear is a relatively diversified product, but the parent child series and the expectant mother series are potential markets.

"At present, in the baby industry, the most potential enterprises show two kinds of development patterns, one is the high-end high-end baby brand more concentrated commercial complex, such as shopping mall and so on; the first is the community mother and child chain store, mainly with children's products, clothing and other categories of one-stop shopping themed shopping. This is what local children's shoe companies have been exploring. It can be said that the intervention of functional footwear is an attempt to develop the whole industry chain of children's products industry, starting from products, then intervening in channels, and finally building a one-stop shopping platform. GLU Marketing Director Cao Qianjin said.

　 Industry standard to be improved

The prospect of functional footwear seems bright, but it is still in the early stage of development, and the normative problem of the market is hard to ignore. The most direct manifestation is that there is no clear definition, there is not a set of strict market inspection standards, no unified organization to manage. There are many interpretations of functional shoes, but there is no academic recognition. Many companies have flaunted their shoes as functional shoes, but for consumers, it is difficult to judge.

"Functional shoes are not more than ordinary children's shoes, but belong to strong functional products, which requires producers to have certain research and development capabilities and higher production standards, in order to ensure that the production of functional shoes can play its value role, which is a big test for many children's shoes manufacturers. Therefore, in order to catch up with this trend and seize the opportunity, some manufacturers have taken the opportunity to put the names of the less mature products into functional shoes and put them into production. The functional footwear is still a new product in the domestic market. Many consumers do not know much about it, so it is easy to be misled and cheated. In this way, it not only disrupts the original functional footwear market which is not perfect enough, but also brings pressure to the enterprises that are interested in research and development, and it will make consumers doubt about the effectiveness of functional shoes. Insiders who declined to be named expressed their concerns.

"At present, there are no strict standards for the production and development of machine shoes on the market. Many so-called" functional shoes "are just playing the edge ball, making certain visual effects, and the real functions may not be that big. Although many enterprises have the intention to carry out related production, functional shoes are functional. With the development of the market, there may be several leading brands or several series of occupying the market. Other products may be a gust of wind, and can not be sustained in the market for a long time. COOSKIN children shoes marketing director Wang Xiaojun said.

Because of this, some enterprises are not optimistic about the production of functional shoes. They believe that the market life of functional shoes is not long, and that they can bring limited help to children.

In addition, at present, the state has not yet issued the evaluation standard of functional footwear. In China Leatherwear The director of the association, Wei Ya Fei, believes that the production of functional footwear should have its own standard. The standard of "roller skates" and "travel shoes" is not applicable. Two years ago, the popular shoes for sneakers were also due to the difficulty of supervision in the industry because no relevant national quality standards could be followed. If the quality of an industry is not up, it will create a "chaos" phenomenon and a price war. Good products will have a backlog of the market, which will inevitably lead to the slump of the whole industry.

Chen Shuqing said that in addition to technology research and development to input, the standard definition and inspection of functional shoes must be done. Since we must emphasize the concept of health, the brand must make its products meet the needs of health. We should form a consensus on functional footwear in the industry and improve the standard of the functional footwear market. And enterprises should really put the function of the functional shoes in place, and distinguish the general children's shoes from the functions, so that the channels and products should keep up with each other. We should be able to provide different functional shoes for the needs of different children, so as to ensure the maximum value.