Seize Market Opportunities And Develop Independent Children'S Shoes Brands

We all know that there are many children in China. Every child buys a pair of children's shoes every year, which is an astronomical figure. It is understood that whether the global financial turmoil or domestic consumption is weak, the consumption volume of children's shoes market is increasing.

But can you take the chance?

For a long time, the children's shoes industry in China has been making hard money, mainly by producing OEM and wholesale trade.

Despite the rapid development and brand baptism of the market over the past decade, the brand camps headed by POOVE, gang Deng and Taiwan ABC have been formed, but they are fragmented from the perspective of overall competition in the industry.

The market of children's shoes is basically made up of Taiwan funded enterprises and private enterprises, and the scale of enterprises is not large. The business mode is mainly based on the purchase of authorized brand wholesale, with many brands, but no leading brands and diversified consumption levels, and the homogenization of products is serious.

Now, the most common phenomenon in children's shoes industry is that the children's shoes manufacturers which are exported to OEM and export mostly use cartoon images as the brand carriers, and enter the brand competition stage without the process of brand cultivation.

It can be said that this initiative breaks the general rule of brand development, breaks the order of the development of children's shoes brand, and turns branding into quick and profitable speculation.

Under such a market situation, only a few of its own brand enterprises, in order to win the right to subsistence, can only lower sales prices in order to seek development.

One of the ways to lower the selling price is to continuously squeeze the raw material prices of manufacturers.

Under such vicious vicious circle, the instability of product quality directly results in the hardship of children's shoes.

To create different children's shoes, affected by the international financial crisis, the domestic economy has entered a cold winter, and the market for children's shoes has gone against the market.

First, because of the entry of famous brand children's shoes abroad, the market of children's shoes is broken down.

It has brought great inspiration to the development of children's shoes enterprises.

The two is the improvement of children's consumption ability, which provides an opportunity for the growth of children's shoes.

Nowadays, more and more children have their own consumption proposition, forming a large consumer group in China.

Generally speaking, children aged 7-12 now not only hold cash in hand, but also pursue brand consumption. They insist on their opinions and expand the consumption ability of children's shoes market.

In the face of the larger market potential, children's shoes enterprises need to solve the problem of how to embody the unique value of products.

How to attract consumers to buy?

How to make consumers willing to pay more money?

Publicity strategy: it is separated from the existing selling point of children's shoes brand. It takes "content", "fun", "function", "dream" and so on as brand unique selling points.

Full use of advertising language to instil brand personality to consumers; with the maturity of all aspects, timely with more impact, more able to reflect their own brand characteristics of the advertising language, as the detonation of the brand strong force.

Through continuous brand operation, the social impact of brand building can be pformed into brand added value.

Product strategy: after analyzing the consumers, such as product users, core purchasers, extended purchasers, and decision makers, we need to improve and enrich the external form of the products to make them more brand personality and more in line with the deep psychological needs of consumers.

This can also effectively strengthen the confidence of dealers.

Price strategy: lock the children's shoes market that belongs to their own products, and carry out active attack.

In pricing, we should tighten up with brand positioning, strictly control and function departments to gain profits at low prices, and avoid increasingly fierce product price wars.

Channel strategy: to adjust the provincial agent system of the business at present, which is still the main force in the market, take part and municipal agents as the basic units of product investment, improve the construction of terminal image, set up a regional sample market, optimize the previous channel operation strategies, and grasp the channel control power as far as possible.

Postscript: the market for children's shoes is one of the most potential markets in the footwear industry, and a relatively special industry in the shoemaking industry.

With regard to the existing market structure of children's shoes, any appearance of a good brand predator is bound to shake the whole market, and the road of brand is still very long. But the brand that aims to change the market structure of children's shoes needs to undergo a slow process of inoculation. Those who will grasp the opportunities of market change will be those brands that are pregnant in the October and once childbirth.

Wang Xiaonan: editor in charge