Children'S Shoes Market Is Vast. Who Can Seize The Opportunity? [

With the continuous improvement of people's living standards, parents spend more and more money on children's food and clothing.

According to statistics, the number of children aged 3-12 years in China is about 230 million, with more than 100 million children in this age group.

Investment experts say that the monopoly market of children's shoes has great potential and is a rare blue ocean in the fierce market competition. There is unlimited room for development.

However, the proportion of children's footwear industry in the footwear industry in China is relatively small, and the phenomenon of brand loss is also serious.

According to the authoritative department's survey data, at present, about 70% of the domestic children's shoes market is low-end products, the 20% is imported brand children's shoes, and domestic brands are only 10%.

Therefore, building a strong brand has become a top priority for China's children's shoes industry.

How to build a strong brand of children's shoes?

There are people in the industry who believe that because children are always novel, interest is easily pferred, and as children become precocious, they have their own requirements in the choice of products.

Therefore, the brand development of children's shoes with personalized and differentiated brands has good prospects for development.

Jinjiang Nan Qi shoe industry's own children's shoes brand "good dog", chose a quality based, personalized fashion art characteristics of children's shoes development path.

The "good dog" regards the brand as a brand of children's products with personality, fashion and artistic atmosphere, and regards the object of the demand as a child of knowledge, taste and artistic family growth.

In view of the fashionable needs of these cultural and upstart families, we use romantic artistic forms to perform exquisite performances.

At the same time, according to the psychological needs of children, a cute and humorous cartoon character is created by the form of a story dog in the form of "the embodiment of art".

In order to achieve brand differentiation and personality, the "cute dog" not only integrated elements of art, culture and fashion into product design, but also integrated fairy tales, dreams and emotion elements into shop space, and built the terminal into a "children's Art Museum".

However, for children's shoes, a good positioning is far from enough, because children's shoes are relatively special consumption groups, mainly children aged 2-14 years old, during which children are in the developmental stage, the quality of shoes directly affects the growth and development of children, so the "health" of shoes is particularly important.

Nan Qi's shoes industry has always been based on quality, and designed "healthy shoes" according to the changes of joints and ligaments during the development of children.

In view of the disadvantages of the general children's shoes, some improvements were made, including qualitative midsole, foot arch support, different girth, hard rear root cups, etc.

At the same time, it also adopts independent technology of shock absorption and "360 degree air encircling" according to ergonomics.

In addition, because children's skin is relatively young, so on the choice of shoe materials, the company chooses the antibacterial and soft bamboo charcoal fiber material.

At the same time, in order to standardize the market of children's shoes and raise the threshold of the industry, the South Qi footwear industry has jointly formulated the "children's sports shoes standards" with the Chinese leather and footwear industry research institute.

Mr. Wu Ming, general manager of Fujian branch of "dog dog", said that the formulation of standards is of far-reaching significance. It not only sets an industry standard for children's footwear industry, standardizes the market of children's shoes, but also greatly improves the brand influence of Nan Qi shoes industry, and enhances the confidence of customers and dealers in the development of "good dog" brand.

At present, the competition for children's shoes industry is just beginning. No matter the market management, marketing methods, brand promotion and so on, the battle has just begun.

Anta and other well-known sporting goods brands enter the market for children's shoes will make this war more and more intense.

But Wu said, "although the introduction of these famous sports brands will have some impact on us, there are not many worries.

Their pace is just beginning, and we will accelerate our pace. "

In order to speed up the pace of development, "good dog" has also established a brand children's clothing production base.

It is understood that in June this year, the company set up a dog brand clothing business unit in Foshan, Guangdong.

At the same time, the company will also set up a leather shoes production base in Shanghai.

In the future, the war for children's products industry will be very fierce.

"The company has been looking for a suitable marketing communication mode to enhance brand awareness and influence," Wu said.

It is expected that TV advertisements will be launched in 15 provinces in 3 and April next year.