The past two years, more and more children grow up brand products, and gradually get rid of previous years, the status of subsidiary sports shoes, China shoes are an new forces.

With the breakdown of children’s shoes market matures and the emergence of seven wave-hui’s professional sports, ABC’s love of the road, road leopard’s health concepts … … these new concepts has been widely accepted, Jinjiang River increasingly distinctive brand personality of all children’s shoes together This is the Jinjiang children’s products industry is shaping up lights.

At the same time, children’s shoes enterprises in Jinjiang River Basin have used the opportunity to integrate channel resources from the popular shopping district to the department store counters, Jinjiang River shoes industry monopoly system had taken a firm step.

However, the trend for children’s shoes at full speed to seize the commanding heights in the industry. In the present situation of China’s crowded children’s products industry, Georgia has not yet set a time when all the operations of enterprises in Jinjiang shoes tell us, Jinjiang children’s products industry is on the way, just around the corner!

Signal 1:

Children’s shoes Brand Segmentation come?

With the Jinjiang River chain of children’s shoes and perfect gradually, increasingly competitive market, children’s shoes, children’s shoes enterprises in Jinjiang River in trying the new materials, new models of competitive differentiation, the market segment is constantly to deepen .

Driven by competitive pressures, some brand power is relatively limited, relatively weak corporate capital to survive, to seek greater development, through the opening segment, accounting for market segments, strong brand children’s shoes to break the oligopoly market, to divide children’s shoes market share.

Then, the “off-road equipment of American youth”, “baby shoes”, “Children’s fashion shoes,” “youth sports equipment” and should be born pregnant.

They are all exceptionally trying to brand content as the main axis, extending out of the most popular fields of product development for the brand build a high-speed train, the children’s shoes company, began working out their distinctive clear orientation: physical education, fashion, love, health, technology, green and healthy … …

“Today might be said that these phenomena occur, is sub-brand children’s shoes before the arrival of a precursor of the times!” Research Center of Chinese children’s products on the Secretary-General Chen Shuqing Road, Jinjiang River from this increasingly distinctive brand shoes brand personality to get corroboration. From a certain extent indicates, children’s shoes really started to become an industry, with various children’s shoes brands are market segments, with the difference between the completion of the initial shape of the brand.

Chen Shuqing that, “Now children’s shoes brand product category segments corresponding to the pattern has not yet formed, but as far as children’s shoes industry from year to separate the adult industry, like shoes, product specialization is an inevitable trend of market development. As for the shoes industry within the subdivision can be developed to the extent that this level of development and industry, is intrinsically associated with the level of competition. ”

Chen Shuqing, said the industry has never been so clear as today’s brand positioning pattern of children’s shoes business owners began to end, there are plans to create brand development plan, which is children’s shoes market to mature a significant mark.

Signal 2:

Kids children’s shoes integration trend is clearly

With brand upgrade needs urgent upgrading Jinjiang shoes enterprise channels.

So, how to expand and perfect shoes category structure? This is a children’s shoes for every brand to be faced with the choice, it is supporting the escalating levels of channel partners, expanding the terminal positions of direct power.

Currently, the vast majority of Jinjiang shoes enterprises have basically completed the expansion to enrich the horizontal phase of footwear category, has formed a sports and leisure shoes for the superior products, combined with brand positioning with shoes, shoes, sandals, high value-added boots, roller shoes, etc. were included in the product line.

Thus, longitudinal expansion to achieve the shoes mix and match is the time, enterprises shoes Jinjiang shoes behind the integration process, not only driven by high profits Kids, more children’s shoes industry transition to the needs of children’s products industry.

Currently, children shoes in the field of domestic brands are merely good at children’s shoes or children’s clothing, and most of them have large limits, industry integration have not yet done. The order in Jinjiang area known for sports shoes, children’s brands are mostly operating mainly children sports shoes.

Baby Business Network, according to pregnancy-related information, to the birth rate from 2010 to the peak of the “baby boom” followed by a full-blown economic children. Industry has become second only to Chinese children’s children, the U.S. industrial consumption of power by the year 2010 is expected to enter the “trillion club.”

However, the huge market, accumulation of social resources to the children’s industry is one of the least of all industries. Both children industry manufacturers, suppliers or channel partners, compared with other industries can be said that most are “vulnerable.” Lack of resources makes the entire children’s creative industries lack of common phenomena, the low level of industrial competition and slim profits.

It is in this market environment of oppression, in order to thin out of children’s shoes sector nature and characteristics of low profits and the pursuit of sustainable development needs of the brand, Jinjiang shoes business started ice-breaking trip, have a higher profit than the shoes, clothing, naturally became the first child to capture the target enterprises.

Therefore, it is important children’s clothing industry enterprises in Jinjiang shoes as a new lifeline, who through the Kids on the outbreak of the formation of the advantage, perhaps as early step in children’s products industry crowd in a strong domestic brand in China.

On the other hand, like old shoes industry and developed into a powerful process of sporting goods industry, as enterprises in Jinjiang been profoundly aware of children’s shoes, only to enter the field of children’s clothing, shoes through the historical process of integration in order to finalize children’s shoes from a single comprehensive children’s products industry to industry, the transition itself can be truly complete children’s products from children’s shoes brand to brand changes.

Signal 3: Channel upgrade

Focus on children’s products to build the museum of life

As the monopoly model shoes industry newcomers, Jinjiang shoes monopoly business model is still in early stages, almost all have the same headache: a serious lag in building the terminal network, under the existing mode of bulk wholesale outlets, sales the large number of children’s shoes category and brand.

This is the reality of children’s shoes market, it is the helplessness of children’s shoes brand.

Children’s shoes agents currently ranks low liquidity, lack of qualified personnel, the primary business practices, coupled with the terminal store brand mixed, Lee thin, with the difference, to guide them to channel transformation requires more time.

Fortunately, many brands are made Jinjiang shoes bold attempt to try to bring through the integration of rich products, to create a variety of children’s products living museum, a house brand personality of a very large multi-Fu Baby Living Museum of the prototype is unfolding before us. This living museum is not only a demonstration of the window brand, brand personality is to build a display platform, Experience terminal model is perhaps a shortcut.

Season, the first road Leopard Child Health Gallery will meet with consumers in the way Leopard will soon roll out a national brand monopoly system, will introduce “healthy experiential” marketing model, so that more parents, children and personal understanding feel the way Leopard series of health products brought about by human care.

Cardin will also be in the end lead Ruka Ding Junior’s monopoly system in sportswear, build go-karts in China Juvenile Hall life, from land, air, full swing, across the board to enter the domestic market.

The skilled Sporting Goods Co., Ltd. Quanzhou John also successfully launched the “Y-16 Youth Sports Pavilion”, developed to shoes, clothing, sports equipment, stationery, toys and other integrated product, making it the exclusive “90 ?” Museum of the new generation of life … …

Although children’s products to build your life, not something that can be completed, “but the beginning of the monopoly system upgrade, Jinjiang shoes may wish to try to experience the scene and atmosphere to create a brand personality display platform may be able to get more consumer eyeballs, communicating the brand philosophy. “Jinjiang shoes of many business owners who have had similar thoughts.

“All along the road to their brand positioning Leopard is the health of children’s footwear brand in the industry. I think, in branding the same time, use store platform for ‘health’ this mark in the minds of consumers even more profound.” Road Panther Sports Ltd Vice Chairman Zhang Feng Yuan is recognized the role of experiential marketing.