How To Win Children's Needs In Brand Children's Clothing Stores

The market of Chinese children's shoes is very large, but at present, the brand influence is weak. So how to increase the sales of children's shoes has become the selling skills and urgent problems to be solved for all children's clothing enterprises.

　　 First, Market segmentation

Children's shoes become a separate category in the market. First, the intensified competition in the domestic footwear market has prompted enterprises to further segment the market. The two is the gradual development of children's consumption towards individuation and branding in China. The linkage effect produced by these two factors makes children's shoes become an effective subdivision of the whole footwear market. The survey shows that the market size of children's shoes aged between 0 and 14 is around 30 billion yuan.

Against this background, the Haier brothers gradually emerged in the domestic market. Lining Anta, Babu, Dr. frog and other domestic well-known brand enterprises focusing on the operation of children's shoes, especially in the past one or two years, have set up a children's shoes and clothing experience shop in the center of big cities, hoping to attract the high-end purchasing layer in the city. Foreign famous brands Nike and Adidas also subdivide children's shoes and set up exclusive stores in some parts of the mainland.

Children's shoes are usually sold by people under the age of 14. Before the domestic children's shoes sales market is mainly wholesale and retail, no brand operation, with the increase of Chinese consumption ability and health awareness, children's consumer groups have undergone qualitative changes. In the decision-making process of buying children's shoes, the modern consumer group is a combination of "rational and sensibility". It pays attention to the price performance of products, and also considers the factors of brand fashion and interest. This is a challenge for all children's shoes enterprises.

The experience marketing mode prevalent in many industries has become an effective tool for children's shoe brands to carry out marketing activities. Therefore, how to make target consumers truly "experience" to the relevant products and brand information is the focus of marketing for children's shoes enterprises.

　　 Two, build Children's shoes brand

At present, the channel structure of children's shoes enterprises is gradually moving towards specialization, fashion and branding. A comprehensive operation mode has been formed, which integrates various forms of clothing wholesale and retail terminals, department store shops, shop models, stores and children's living rooms. This is the inevitable result of fragmentation of the market. On the other hand, it shows the attention of children's shoes enterprises to customer experience.

　　 Three, pay attention to health

The skeleton of children is in the period of growth and development. The requirement of foot space is quite different from that of adult shoes. Compared with the adult footwear products, the health requirements of children's shoes are more stringent. Therefore, children's shoes enterprises need to pay more attention to the "health" indicators at the functional level of the products, such as fabric selection to highlight the characteristics of moisture absorption, breathability, expansion and non-toxic and pollution-free. The process should pay attention to energy saving, consumption reduction and environmental protection, and also achieve balance in terms of safety and comfort. Then, through advertising, sales commentary and print promotion, consumer groups can experience the "healthy" attributes of products.