Quanzhou Pushing Children's "Healthy Shoes" Project

Recently, at the just concluded order meeting, Qi Kangfeng, general manager of happy Mitch announced in a high voice: Happy Mickey will apply foot health testing equipment to every one. Sale Dot, so that more children enjoy professional services.

Spring enterprises push the "healthy shoes" project

In the past two years, functional shoes have arisen in the local children's shoes industry. The shoes designed for children's foot characteristics and sports physiological characteristics, have high added value and broad market prospects, and let many children's shoes enterprises find new development space. According to incomplete statistics, at present, there are more than 10 children's shoes enterprises invested in R & D shoes in Quanzhou, and happy Mickey is one of them, and the market competition of functional shoes has begun to grow fiercely.

In order to do well in functional shoes, happy Mickey has cooperated with China leather shoes Research Institute, Taipei University of science and technology, Taiwan Medical College and so on, and the research project of "health shoes" has finally taken shape. According to Qi Kangfeng, next, happy Mitch will continue to cooperate with R & D institutions to expand the research on foot biomechanics, and introduce the "healthy shoes" project in all aspects. At the same time, through the professional instrument "foot inspection mattress", it will provide important reference basis for children's right shoes selection, ensure the healthy growth of children, and further enhance brand competitiveness. Qi Kangfeng believes that the deep development of children's foot health will become an important step in the future personalized development of children's shoes.

Coincidentally, the study of jogging shoes jointly launched by the new group of brands and the Institute of scientific research of the State General Administration of physical education has also begun in a school trial. Zheng Yongqi, director of marketing of new banners, told reporters that he had chosen a group of shoes to be sent to a designated training school designated by the General Administration of science and technology of the National Sports General Administration to study the body posture changes, heel stability, pressure and pressure distribution of different parts of the plantar on the professional treadmill while walking and running.

"This study lasted for six months, and the research contents were comprehensive and in-depth. It will provide a strong authoritative and forward-looking professional research report for the industry. It will provide strong support for the quality improvement, professional upgrading and innovation research and development of new products, and provide directional guidance and comprehensive scientific data basis for the research and development of Chinese jogging shoes in the future." Zheng Yongqi said.

Scientific data analysis supports product development

The reporter found that the functional shoes on the market are functional, mechanical, medical, massage, infrared and so on. "Differentiation is right, but sometimes I feel a little worried." Functional shoes Are these differentiated concepts, whether there is scientific research certification, and whether there are enough scientific theories to support them? Otherwise, these functions can not only promote health, but may also damage the human body. This is what businesses and consumers should realize. " Taiwan foot type database expert Xu Ximing said.

This is generally recognized by children's shoes brand owners. "After all, there are great differences in the requirements of shoes for different posture and foot shape. It is difficult to realize the concept of functional shoes only by the mass production of the current assembly line. Therefore, we get the omnidirectional foot data of the customers through the optical dynamic plantar pressure detector, the static sole scanner, the 3D foot surface scanner and so on. According to these data, in design, corresponding compensation will be made to meet the needs of customers. In the future, the pipeline will be subdivided into more niche production lines. " Double child shoe business person in charge says.

Happy Mickey's products are also made up of different shoes according to children's feet. "For example, some children are thin skins. We make thin shoes. We have different shapes according to the size of children's shoes. In addition, there is a distinction between flat feet and high arch feet, but all of this requires scientific data analysis to support it. In addition to working with professional research institutions, the necessary R & D equipment is equally indispensable. " Qi Kangfeng said.

According to Dai Jia Po, general manager of Fuxing children's products Co., Ltd., nowadays, there are few specialized input equipment in the market. The foot research institute only does the foot type test to get the data, but there is no way to transform the foot data into products. After converting the foot data into the mass production, the enterprise will eventually need to land on more consumers. Therefore, how to rely on scientific equipment to enable more children to truly enjoy personalized health customization is a topic of future development.

"Healthy" interactive marketing is essential.

Reporters learned that, on the one hand, children's shoes enterprises pay more attention to the "health" Indicators on the product function level, and on the other hand, they should let consumers experience the "healthy" attributes of products. After all, health is the latest research achievements in foot medicine, leading design concepts and innovation. retail Service system, perfect integration to achieve.

Therefore, the establishment of foot measurement instruments by the children's brand enterprises such as happy Mickey and Fuxing is an affirmative attempt. The foot doctors' foot health testing instruments, foot measuring instruments and three measuring feet devices are applied to every sales outlets, so that more children can feel professional services.

"At present, there are one thousand stores in the country, and the professional foot measurement equipment will start from the image shop. We plan to go through the physical store experience, because parents and children must be brought to the store, and then the instrument will be used to determine which type of shoe belongs to, so that we can choose the shoes suitable for his feet. Finally, based on this, we can truly promote the healthy customization of children's shoes," he said. "This is the best way to popularize the children's children's shoes." he said, "we need to make sure that the children's children's shoes are healthy and customized." Qi Kangfeng told reporters.

Chen Zhongyi, chief expert of Zang cool planning, believes that through interactive participation, we can let the target group experience the healthy concept of brand value, and actively and effectively combine the fashion elements and values recognized by children, and carry out corresponding marketing activities, so that enterprises, industries and consumers can achieve long-term "win-win" pattern. Brand of children's shoes The health experience marketing will also be continuously enriched and perfected in this process.