What Is The Core Content Of Lok Ka Lian Children'S Shoes Marketing In The Era Of "Internet +"?

" Internet plus "Is one of the most popular hot topics in recent two years, and has become a national phenomenon in China today. The Internet and the inseparable part of the Internet is why traditional enterprises are connected to the Internet. Why do traditional enterprises need to expand the online market? From the late 80s, the Internet began to spread to China. By the end of 90s, the Internet has been gradually popularized in China. Now our lives are closely related to it. People are increasingly relying on the Internet. Buying and selling goods at home has become commonplace.

Traditional enterprises + Internet, live broadcast drainage play

Yue Ke Lian is a children's shoes enterprise integrating research and development, production and sales, and has strictly implemented the new standards for children's shoes. In 2013, Lok Ka Union launched a healthy children's shoe exchange project, providing a shoe area and shoe store solution service to every partner through the Internet and traditional footwear industry.

To date, Lok Ka union children's shoes have more than 200 self operated stores and more than 3000 sales outlets in China, including health function shoes, fashion cartoon shoes and healthy leather shoes.

As a product for post-90s parents, the product features of Lok Union Marketing method Keep up with the trend of society. Before the double eleven in 2016, Lok Yu Union first tried the double 11 live broadcast program on Tmall flagship store, and achieved good results. Yu Fei, general manager of Yue guest Union, introduced that in the short time of more than one hour of live broadcast of parenting knowledge, Yue Ke Lian has won about 300000 points. Through the two "red enveloped rain", a lot of consumers' attention has been accumulated, and it has been directly converted into on-site orders.

On the basis of this successful experience, Lok Ka Union has summed up the Internet marketing strategy adapted to its own development according to its own product characteristics. "Live marketing must have good IP, such as stars and experts; two, there must be good program content, for consumers to care about or interested in the main points of departure; three is a good time node, through large-scale traffic introduction, can bring great attention and order spanformation." Yu Fei said.

Facing the pain point of consumers, product strength will win the market.

Children's skeletal development and foot structure are different from adults, and more should be done in scientific research and development. Yue Ke Lian has always practiced the unique "five key protection" and formulated its own design and production standards: first, the toes of children aged 0-6 should be made into round toes, so that children's toes can be effectively protected; secondly, the 1/3 of the soles of the feet should be well bent; third, the selection of materials for healthy and environmental protection should take into consideration the characteristics of children's sweating easily; fourth, the children's exercise volume is large, so the shoe's heel's cladding should be very good; fifth, the soles should have good functions in anti-seismic decompression. At present, Lok Union has established a R & D plant in Shanghai, strengthening its own product technology research and development, and has a number of patents.

In addition, as a brand operator in the field of health functional footwear, Yu Fei believes that healthy children's functional shoes must conform to five characteristics: the shoe last fits the foot type, the bending position is reasonable, the foot arch protects the ankle, the front palm feels the gripping ground, the innocuity is harmless, moisture absorption and breathability.

In order to meet the needs of more consumers, from the 1-4 year old product to the 4-12 year old product line, adopt the brand strategy of "1 brands and multiple series", that is, "1 brands" and Lok LuckyUnion. Since the end of 2015, around the health functional footwear, a market-oriented professional footwear brand operation has been formed, and the matching center of footwear and accessories has been constructed.

In today's increasingly fierce market competition, consumer attitudes have also undergone tremendous changes. The Internet has opened up channels for consumers to get access to more products, and the era of personalized products has arrived. "Innovation leads and technology drives are the key." Yu Fei introduced. The choice of Lok union is still focused on product R & D and quality, focusing on innovation and winning the future.

In December 27, 2016, sponsored by the China Leather Association and the Jinjiang Municipal People's government. China footwear industry The supply side innovation and Development Summit Forum was held in Quanzhou, Fujian. "Anticipating the future" brings more exploration and thinking to China's footwear industry. After winning the title of "Chinese children's shoes brand" last year, Lok Yue Lian children's shoes won the honor of "the top ten children's shoes brands of China" in 2016. No doubt it is once again affirming the results of its brand operation.