Analysis Of The Current Situation And Problems Of China'S Children'S Shoes Market

On January 5th, China's baby industry increased by 30%, and China now has 380 million children under 16 years old, accounting for 1/4 of China's total population, and about 27 million newborn babies are born every year. China's children's shoes market has a market scale of at least 38 billion yuan a year. "In Women's Shoes Children's shoes are becoming more and more competitive under the market competition of men's shoes. market It will become a battleground for the next military strategist. The rapid development of children's shoes industry is a cause for concern. However, the quality, safety and investment of children's shoes are not enough, the emphasis on standards is not enough, and the ability to innovate is poor. Children's shoes Enterprises should pay attention to the problems existing in enterprises. Children's shoes enterprises should do the following to deal with the increasingly fierce market of children's shoes:

I. quality -- the foundation of body building

The consumption characteristics of children's shoes are different from those of adult shoes. The users of children's shoes are children in the developmental stage. Their skin and resistance are very weak, and their requirements for products are much higher than those of adults. Therefore, only excellent products can remain invincible. Good products will directly determine parents' purchase and trust in children's shoes. And the "recall" incident also reminds us of all shoe enterprises that want to enter the market of children's shoes. No matter how powerful the publicity and marketing are, they will eventually return to the quality of products. Only the best quality is the foundation of the brand of China's children's footwear industry.

　 Two, brand operation - the cornerstone of development

At present, the children's shoes around Nanan are greatly influenced by the capital operation and brand operation of the footwear industry in Jinjiang and other places, and some enterprises begin to operate capital. Most of the clothing companies join in the operation of the brand and invest more in their brands. They have hired popular stars, bought cartoon characters, etc., "stars + advertisements + draft shows", and some leading brands have entered the shopping mall, and the operation consciousness of the entrepreneurs is relatively strong. In contrast, Wenling children's shoes follow the wind Fujian children's shoes, some enterprise R & D centers are located in Fujian, the basic two products are kept in sync, but the stars endorse, buy or hire cartoon images to operate less, and are generally in the production stage.

　　 Three, marketing: the way to break through.

Besides making enough efforts in product quality, the marketing of brand children's shoes should not be neglected.

1. network marketing: Nowadays, it has been widely applied in various industries, and network marketing has swept all shoemaking enterprises. Clever use of this virtual market to expand the size of the enterprise, many children's shoes enterprises have transferred the traditional marketing mode to the network marketing mode; sports marketing: Children's shoes enterprises incorporate the sports culture embodied in sports activities into the sports marketing of enterprises, including sponsoring the names of all juvenile sports events, and so on, realizing the perfect fusion of sports culture and brand culture.

2. animation, cartoon marketing: animation has a good market audience foundation, cartoon cartoon image also has its unique character and good market awareness, animation more directly through various cartoon image publicity, brand is also more easily known; child star endorsement: Entertainment child star endorsement or directly naming cartoon animation TV programs in the children's products market, so that the entertainment resources and services to join the brand image and value of the joint promotion.

3. differentiated marketing: at present, the children's shoes industry is seriously homogenized. If we want to get a share of the children's shoes market, we can't concentrate solely on the product itself. To take into account the needs of consumers are diversified, children's shoes enterprises will have to bring out the killer, so that more parents and children can understand and feel the humanized care of their products.

The market of children's shoes has always been one of the most potential markets in the shoemaking industry, and it is also a relatively special industry in shoemaking industry. Whether the shoe is comfortable or not depends on the design and production process, and whether the shoes are healthy or not depends on whether the brand idea and the materials used are environmentally friendly. Some excellent children's shoes enterprises have realized and are making positive efforts to this end.