How Are The Children'S Shoes Organized By Competition Near The Point Of Competition?

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Development Association, China

The third annual "2016 China footwear industry ten brand selection" and 2016 China, sponsored by the center for quality technology research

The ten major brand selection activities are in the hot stage. How can children's shoes brand take advantage of the "two child business opportunities" to create strong brands, and once again arouse the attention of the industry.

Children's shoes industry started late, the phenomenon of brand loss is more serious, plus the full implementation of the "two child policy" has brought huge business opportunities to children's shoes enterprises. Near the tipping point of the industry competition, POOVE, Cambridge children's shoes, ABC and other brands use the media to expand the brand awareness. The sports shoes brands headed by Lining and XTEP are the main brands of intelligent shoes. Morning morning, four seasons bear, greedy cat, dream of the cat and other industries are attracting new favor from the market.

Distribution of all media

The power of brand originates from communication, and marketing promotion helps to enhance brand awareness.

In recent years, ABCKIDS has been attracting extensive attention from parents and children through in-depth strategic cooperation with Tencent children, Sina parenting, Sohu mother and infant portal websites.

In the aspect of variety marketing, the exclusive title is the first national interactive music growth reality show, "new voice has fan" and the Golden Eagle cartoon "children's adventure" to create brand implants.

Happy Mitch launched an advertising marketing strategy to lock in the golden age of the CCTV children's channel, "the big show of animation", and put the advertisement in the high ratings period to focus on the brand image.

A few days ago, Taiwan Red Dragonfly children's shoes were specially invited to Li Jinger, a popular popular child star "Xiao Yue moon", as a brand ambassador in the 2016 winter new product order meeting.

These cases are numerous, and the popularity of the media through the media has become the trend.

However, the media strategy investment is relatively large, and the popularity and update speed are fast, with the risk of "big exchange of blood".

To the development of functionalization

With the improvement of people's awareness of product quality and safety, there is a further demand for product subdivision function. This also forces children's shoes brand pformation and upgrading, and develops and marketing in the direction of functionality.

In 2014, in the morning, the company established a strategic cooperation with the Xinhua Institute of Humanities and Health Sciences, Zhongshan University, under the support of 3D printing foot insole technology, Guangzhou Institute of electronics technology, Chinese Academy of Sciences.

This year, Cambridge shoes and clothing plans to launch 4D intelligent foot protective insoles in autumn and winter. It mainly promotes multi-point comfort support, memory comfort angle, circulating shoes' air and painless comfortable walking function, and is sold exclusively by itself. Whether we can detonate the market of children's shoes, we can only wait and see.

Statistics show that China has an average of 200 thousand children being abducted and sold each year, and the chance of recovery is only 0.1%. The problem of missing children and abduction and selling has caused a strong social reaction, so as to prevent children from losing the positioning shoes.

Last year, XTEP signed an agreement with the Qihoo 360 to design a children's shoes that parents can track the location of their children in real time through mobile terminal App.

Earlier this year, QQ and Lining, Daphne and ABC Kids jointly released a number of children's smart positioning shoes.

Seamless online and offline connection

In the era of Internet, only offline sales can not widen the development space. It is difficult to form a true brand awareness only by online supply. Online and offline seamless docking not only provides customers with complete product information, but also establishes channels for interaction and communication with consumers, increasing consumer loyalty to brands or enterprises.

Recently, the "A" dream children's shoes plan has launched the affiliate marketing method for each store, and through the VIP management method, it helps retailers to build a shop and community from pure selling to selling feelings, and deeply tap the fans economy.

Brand experience is not a golden rule, market commentator Macoo said, enterprises should start from their own strength in formulating development strategy and promotion plan, and do not rush for quick success and instant benefit.

Basically, we need to improve the quality of children's shoes. After all, products are the key to market.