Children'S Shoes And Adult Shoes Compete For "Campus Market".

The consumption of the market over 10 billion yuan has been described as "the middle part of sugarcane".

Recently, reporters interviewed learned that the youth market has gradually become a fresh cake for children's shoes and adult sports shoes.

In the case of consolidating the market for young and middle-aged children, a large number of children's sports shoes enterprises in Quanzhou began to extend their group to the market of young people commonly known as the "campus market". With the formation of the brand market structure, a number of adult brand shoes enterprises began to look at this market.

In the new industrial zone of Meishan, Nanan, the new workshop of Fick sporting goods Co., Ltd., which has been completed in Quanzhou, is about to start. In the near future, Fick will try to pform the production of children's big shoes from the original production of children's shoes. On the basis of the original "blue cat" and "A Tongmu" and other card brands, the company will take the "campus sports equipment" as the main target and enter the campus youth market, and its new extended youth products will start production from autumn.

In April of this year, the Jinjiang Wan Tai Sheng group launched the "land youth movement" brand operation plan, targeting the youth market with the positioning of "young technology life experts".

Earlier, Kate sporting goods limited also took the slogan of "China Youth Sports leadership brand" as the slogan to compete for the youth market.

Analysis of the industry, these are Quanzhou after POOVE and gang Deng and other brands, once again follow up to extend to the youth market brand of children's shoes, a new market competition in Quanzhou children's shoes enterprises.

This person said that China's children's sports shoes market is almost the world of cartoon brands, and because of the immature and changing characteristics of children's consumer groups in intelligence and psychological development, it is very difficult for children's brands to establish a loyalty base similar to that of adult brands. So many children's shoes enterprises have two or three or more cartoon brands while they own their own brands, forming a market melee of cartoon brands, and all enterprises are in urgent need of finding new markets.

In the adult sports brand, XTEP, Ali, del Hui, Jordan and other brands are stepping up their efforts to infiltrate the campus after consolidating their original market.

Under the attack of both children's shoes and adult brands, the market for teenage sports shoes is temporarily smoky.

In this regard, Ms., general manager assistant manager of Fick company, analyzes the increasing number of cartoon brands nowadays. The consumption characteristics of small and medium age children are not conducive to building a stable brand. Competition makes children's shoes brand difficult to dominate each other, and the profit margins of children's shoes are continuously compressed. From the enterprises to distributors, there are new demands for extension to the new market. Secondly, from the perspective of production capacity, Quanzhou children's shoes enterprises have been growing rapidly since seven or eight years of development, and have the conditions of expanding production lines. From the perspective of market development, the family condition is getting better and better, and the children grow up fast.

Chen Jinbo, general manager of POOVE, uses the "sugarcane theory" to describe the vast space of the Youth Market: "adult sports shoes market is like sugarcane head. Although it is sweet and profitable, it is too hard. Now it is hard to eat when it wants to enter. The market for children's shoes is like sugarcane tail. At present, because of the lack of strong brands, the soft is soft, but the profit space is small and not sweet.

As a result, the youth market has become the middle part of sugarcane. When many sports shoes brands in Quanzhou are fighting for the adult sports shoes market, we see the huge space and rare opportunity for the youth sports market. "

According to the survey, the scale of China's youth sports shoes market is developing steadily. Over the past few years, the size of the sports shoes market has basically maintained 10 billion to 14 billion yuan per year. Among them, urban teenagers are the main force in the sports shoes market.

Chen Shuqing, a researcher at the China children's products research center, who has been engaged in brand research for young children for a long time, believes that a wide range of teenagers should refer to teens to twenties, between children and adults. At present, Quanzhou shoes and clothing brands enter the market of teenage segments, generally ranging from 8 to 17 years old.

This range is mostly students, entering a pformation period of human mind and body. It is an important group in society.

"The youth market is a new segmentation market cut out from the large section of the original children's shoes and the middle and lower section of the shoes, which has great potential for consumption in the future."

He said that the current youth group belongs to the "post-90s" and has its own characteristics of the times. Enterprises entering this field should make targeted promotion plans on their life, consumption habits, brand awareness and the source of brand information acceptance.