What Makes ABC KIDS Children's Shoes Market Share The First?

For domestic

Children's shoes industry seems to be challenging every year.

On the one hand, the market of Chinese children's shoes and clothing is fast and mature, and the international brands are constantly making efforts to compete fiercely with the national brands. On the other hand, the upgrading of consumption makes Chinese consumers demand more and more children's shoes and clothing brands.

It is against this background that a brand ABC KIDS has emerged in the children's footwear market.

ABC KIDS is the brand of the initial shares of domestic A share listed companies (Stock Code: 603557).

As the "performance engine" of the initial shares, ABC KIDS takes the brand positioning of "light fashion children's professional brand" and the brand gene of "professional love kids", forming a unique brand mark in the minds of consumers.

ABC KIDS has won the "China's 500 most valuable brand" for 8 consecutive years, and has more than 2000 national entities terminals. Meanwhile, it has entered Tmall and other well-known e-commerce channels, forming the online and offline integration marketing matrix.

With the rapid development, ABC KIDS has achieved the feat of "China's children's shoes more than 200 million, our breakthrough 100 million pairs".

According to statistics of Euromonitor Passport database, the top 10 brand market share of Chinese children's shoes market was 15.20% in 2018, while the market share of ABC KIDS reached 3.6%, ranking the first in children's shoes market.

As a representative of the brand of local children's shoes and clothing, what's so great about ABC KIDS? Behind China's children more than 200 million, we break through 100 million pairs, what kind of moat do ABC KIDS have?

Stick to your profession and focus.

Looking at the whole Chinese children's shoes and clothing industry, it is more and more difficult to keep the mind of consumers firmly and firmly.

In the face of fierce market competition, fashion, sports, IP, design, environmental protection and safety have become the story of each brand in turn.

In such a wave of impact, ABCKIDS seems to have its own brand wisdom.

"The reason why the sales of ABC KIDS children's shoes can break through one hundred million pairs is because we always put the product first," Qi Xiaoqiu, President of ABC KIDS, told us. "More importantly, we always believe that only professionals can stick to their majors and do everything they can do, including products."

ABC KIDS knows that the confidence and the bottom of the brand can only be found from products. The premise of making the products well is to require ABC KIDS to be the forefront of the industry in the field of children's shoes.

Innovation is the source of product development.

In order to enhance the professional strength of its products, ABC KIDS has set up product design centers and design studios in the forefront cities of Hangzhou, Shenzhen, the United States, Japan and South Korea from the beginning of brand building, emphasizing the innovation and development of product design, new technologies and new materials.

A series of beautiful lines with famous American designers has become a beautiful scenic spot in the field of children's shoes in China.

In April 2018, ABCKIDS and famous children's shoes designers in the United States took five years to build ABC KIDS first children's 3D print children's shoes, which represents a new height of the ABC KIDS brand.

This is a "show muscle" product, so that ABC KIDS plays the role of promoter and practitioner of China's children's shoes industry. It shows the research strength, manufacturing strength and advanced product thinking of ABC KIDS leading industry, which is of great significance to the whole industry.

Not only in design and technology, but in the development of children's shoes, ABCKIDS has repeatedly researched and experimentation through collecting the big data of children's feet of different age groups, striving to create a shoe type that accords with the different growth stages of children, giving children more scientific and technological attributes, human attributes and comfort attributes, and become the object of the industry's competitive learning.

Qi Xiaoqiu, President of ABC KIDS, said: "professional does not refer to a person or a technology, it represents a professional value idea, penetrates in all aspects of the enterprise, determines the future direction of development of the enterprise and brand, and the profession is the great creed that ABC KIDS has always insisted on.

The most professional brand in the field.

ABC KIDS, for ten years, sticks to professional values and produces professional shoes and clothing products for hundreds of millions of children. It has become the pronoun of ABC KIDS.

Huan Xin brand changes because of love.

The first thing to change is the overall image of the brand.

In recent years, the wave of brand IP is a wave.

On the basis of the continuation of the brand gene of "professional love for children", ABC KIDS brand new logo "Ai Bao" has given the brand distinctive symbol memory. At the same time, ABC KIDS has officially entered the era of brand IP.

Around the theme of "IP", ABC KIDS successively achieved strategic cooperation with Transformers and lion awakening, and the brand's popularity and popularity continued to rise.

In the increasingly competitive market of children's shoes and clothing, who can have super single products, who can have the future, ABC KIDS knows this truth well.

"Birthday red shoes" is

The latest practice of "super single product" strategy.

Thanks to the professional marketing perspective of ABC KIDS and brand planners, the keen insight, the control over brand and product super standard, and the profound insight into children's shoes and clothing market and target consumers, "birthday red shoes" not only occupy the concept of "birthday shoes" in subdivision category, but also have strong emotional appeal.

What is the phrase "ABC KIDS birthday red shoes" is a strong slogan for consumers.

A professional product and a strong concept need to be spread in a powerful way.

Officially launched the star spokesman program.

In September 2018, Huang Shengyi became a brand spokesperson and injected more fashionable genes into the brand.

At the same time, the advertising communication based on brand has been fully increased. The mainstream media such as ABC KIDS and CCTV, Yongda high-speed rail and other media have signed one after another, and the brand voice has increased dramatically.

"Regardless of the" professional "strategy, or the brand's all-round development, for me, it is my duty to do a good job of ABC KIDS, which is responsible for the children of the world.

Qi Xiaoqiu, President of ABC KIDS, who is a motherhood, looks like "love" is the biggest moat of ABC KIDS brand.

"She is like my child, only with the support of love, can products be filled with love; only love enterprises are temperature enterprises, which can unite people's hearts and create miracles."

Because love, so professional, but also because of professional, ABC KIDS can love children better.

As a rapidly emerging brand of "light fashion children's professional brand", ABC KIDS's brand new road is a microcosm of Chinese national brand's continuous upgrading. A brand of children's shoes, which is full of goodwill, love and professionality, will also usher in a broader development space.