Home >

Repositioning Children'S Shoes And Marching Into Brands

2011/2/16 9:58:00 87

In 2010, China's children's shoes industry surged and surged. Taking the Quanzhou children's shoes industry as an example, a vigorous "brand building" campaign was launched.

The children's shoes enterprises, which have accumulated a lot of family resources, have invited all kinds of stars to act as ambassadors, invested in R & D and independent innovation, made the product line a fullness system for shoes and clothing integration, supported a large sales terminal that can provide one-stop service, set up points in all parts of the country, and moved the order to the target market.

The role of multi pronged approach is very obvious. The children's shoes industry has achieved important pformation and new leap in this year.

Children's products life hall is popular.

2010 is the era of separation of children and industry.

Baby products

In the increasingly fierce competition in the market explosion, children's shoes enterprises have pushed forward the integration process of shoes and clothing. Children's one-stop service is becoming more and more popular: the first batch of shoes and clothing integrated stores have been appearing all over the country; kating has launched the 2010 autumn three major clothing series such as fashion cars; the ABC brand launched the spring and summer clothing series after the integration of children's shoes and children's clothing resources; the first brand of campus Chaozhou was launched in Cambridge; Tutu's children's shoes officially launched Tutu's children's clothing at the spring new product seminar.

Many children's shoes enterprises have launched their children's clothing projects.

along with

Children's shoes

The integration of children's clothing, many brands in the terminal also made a bold attempt.

Not only by hiring designer teams or directly grafting children's clothing brands, but also vigorously overcome the problems of talent development and innovation in children's clothing development, and create a variety of children's products life hall through the rich products brought by integration.

The leopard brand launched the national monopoly system, introduced the "healthy experience" marketing mode, so that more parents and children can understand and feel the humanized care brought by the leopard series health products. In the end, Katy introduced the monopoly system of the Kate teenager sportswear and leisure, and built the China youth living hall of Katy, which spread all over the land and air, and entered the domestic market in all directions. Quanzhou Yong Gao sporting goods Co., Ltd. also successfully launched the "Y-16 youth sports hall", developed an integrated product with shoes, clothing, sports equipment, stationery, toys and other integrated products, making it a "new generation living museum" after the 1990s.

Million dollars to hire stars

In 2010, children's shoes enterprises used star to help brand building become more and more intense.

Quanzhou Yong Gao sporting goods Co., Ltd., with the 7 digit heavy gold, invited Olympic boy star Lin Miaoke to help; Li Yuchun, Liu Xuan, Pan Yang, Ning Danlin and so on respectively.

POOVE

The ambassadors of brands such as gang Deng, Cambridge and Shu Deng have appeared in many brand promotion activities.

These ambassadors are not entirely children.

Chen Shuqing, Secretary General of the China children's products research center, said: the brand promotion method of children's shoes is mainly promoted by cartoon image a few years ago, and develops to various forms such as stardom and adult.

This is also a manifestation of meeting the diverse needs of the current market.

In the early years, the industry of children's shoes was thin, and it had no interest in the "sudden development" of high priced contract stars, so they had to continue to use the more cohesive way, that is, the "cartoon endorsement" mode.

With the help of the "cartoon endorsement" mode, the children's shoes industry has gradually passed the budding stage, and has begun to develop towards the high-end brand level.

In recent years, more and more children's shoes enterprises have embarked on the "child star + advertising" independent brand development avenue.

Driven by the star effect, the brand image of children's shoes has been gradually formed, and the brand influence has also been greatly improved.

With the active penetration of children's shoe brands into the youth market in recent years, the image ambassadors that influence the age market can not be completely confined to children's stars. Some of the stars of youth idol dramas naturally appear in children's clothing advertisements.

{page_break}

Order will move to the target market.

In 2010, the brand of children's shoes would move the order to the target market. The regional order would be used as a weapon for leveraging the domestic market and a springboard to enter the national market.

And the change of the order form is exactly the development strategy of these children's shoes brands that want to further expand the national market.

The form of regional ordering society, combined with local media reports, is of great help to the regional market through early promotion and later investment.

On the one hand, enterprises can join forces with agents to deepen the regional market, help old customers to rectify and upgrade, so that new customers will start to understand and even accept corporate brand, and expand the share of the brand in the local market and brand awareness.

On the other hand, enterprises can speed up the channel layout of terminal image stores and terminal team construction, and further promote terminal sales results through field visits.

With this kind of effective ordering method, ABC, Yong Gao Ren, Xiao Ding Ding, Lu Bao, Yu speed and other children's shoes brand, with the regional order meeting held, its regional market team management, terminal construction, brand publicity and operation capabilities have been improved, and provided a sample for the operation of its domestic market.

Work together with intelligence agencies

Last year, some children's shoes enterprises and some universities and research institutions jointly promoted their own foot research projects, and developed their own independent intellectual property rights.

Among them, the key research project of Quanzhou Province, which is based on the research projects of the enterprises in Fujian and the China leather and footwear industry research institute, is based on the research and operation stage of the development and industrialization of the structural health system for children's sports shoes.

The enterprise research center, which has gathered a number of well known industry experts, will jointly study the three parts of the shoe and shoe industry research institute, including the matching system module of shoe and shoe last, the structural design module of shoe parts, and the optimization system module of shoe material.

Through the independent research and development of the national patent and Mingwei shoes and Garments Co., Ltd.

The company has successfully developed the first pair of Chinese children's growth correction shoes, which are children's growth corrective shoes with healthy foot protection function.

In addition, the first phase of the plantar pressure analysis and foot type parameter measurement of children walking at 4~12 years old in China jointly conducted by Tutu shoes of Beijing Sport University and the European and American dragons group was basically completed in 2010.

The aim of this project is to reveal the plantar pressure distribution and the mechanism and law of maturity in children at the age of 4~12.

Developing standard of subdivision products

In December 2010, the Fujian local standard approval for children's leisure sports shoes was held in Quanzhou.

According to the briefing, the standard was put forward by the relevant departments in January 2010, and it was reported and drafted by layers.

After four consultation seminars, the standard draft was finally formed and submitted to the expert group for examination and approval.

It is understood that the domestic footwear industry in terms of industry standards, children's shoes can be roughly divided into three categories: leather shoes, sandals and sports shoes.

As the scale of children's shoes industry expands year by year, and enterprises are branding, there is an urgent need for a large platform to strengthen information exchange and standardize the development of the industry in the field of children's shoes in order to promote the healthy and rapid development of children's leisure sports shoes manufacturing industry in our Province. Therefore, the local standard of children's shoes industry in Fujian arises at the historic moment.

Taking the lead in formulating industry standards is conducive to the orderly, healthy and rapid development of children's shoes in Fujian Province, and is conducive to further strengthening the self-discipline enterprises in the industry, which is conducive to the sustainable development of children's shoes enterprises in the domestic and foreign markets.

Children's shoes industry is based on reality, so that children's shoes can be produced scientifically and scientifically.

It has undeniable practical significance to improve the overall quality of children's leisure sports shoes in Fujian, the market competitiveness of products and the safety of children's use.

Ten brands of children's shoes

The first China children's shoes industry summit held in Quanzhou has named the top ten domestic children's shoes brands in 2010, and the outstanding contribution of the industry to enterprises and individuals.

Yung Gao sporting goods Co., Ltd. from Quanzhou, Fujian, "Yong Gao Ren", Jinjiang Mingwei shoes and Clothing Co., Ltd. "Camel", Fujian Nan Qi shoe industry Co., Ltd.'s "good dog", Fujian province Nanan Gang Deng Shoes Co., Ltd. "Gang Deng", Altman (China) children's Products Co., Ltd. "Altman", Jinjiang Jinwei sporting goods Co., Ltd. "Cary", A Tongmu (Fujian) Sporting Goods Co., Ltd. "A Tongmu" and other brands won the "2010 Chinese children's shoes ten brands" awards.

Hou Binghui, chairman of Fujian Nanan Gang Deng shoes industry Co., Ltd. and Yang Yifen, chairman of Fujian provincial foot sports products company, respectively won the honorary title of "outstanding contribution award for children's shoes industry".

In addition, Zhang Congming, chairman of Jinjiang Mingwei shoes and Garments Co., Ltd., the general manager of the front group, was awarded the honorary title of "2010 children's shoes industry annual personage Award" to the remote tiger, the chairman of Dong Zheng shoes and clothing, Lin Zhendong and so on.