Children's Shoes Market Is Fragmented, How To Divide Cake Into Focus

Differentiation becomes child gradually. shoes The brand is the cutting edge of the cake market. But it is worth mentioning that there are also some operational difficulties in children's outdoor differentiated roads. To this end, think of a squirrel theory.

When squirrels want to eat nuts, they need to know where the nuts are and when the nuts will mature. The squirrel who wants to eat nuts also learns how to jump. If one part fails, the squirrel will not eat nuts. Outdoor subdivision of children's shoes brand is like a squirrel, brand not only to find the target consumer groups, to understand the target consumer group psychology, but also clearly know how to promote the operation of the brand. At the same time, children's shoes brand should also do research and development work well, and practice "jumping" skills. "The product style is only consistent with the brand concept, so that consumers can recognize this brand."

On the other hand, Fine differentiation Roads should also be determined according to the actual market conditions, not that a subdivision concept can be adopted to subdivide the roads. A few years ago, a child's shoe brand launched a "runaway" shoes (both sports and roller skating children's shoes), to go this narrow road. But the consumer group of this shoe is too small, and the concept of product promotion is not good enough. Consumers are not impressed with the "runaway" shoes.

In addition, the subdivision of children's products market is different from that of the adult market. We can not see the dark horse separated from the blue ocean in the adult shoe market. After all, there are many differences between children's shoes and the adult shoe industry in many aspects, such as product structure, marketing mode, and so on. The dual consumer demand of parents and children is a special case.

For example, when targeting children's shoes in a subdivision area, enterprises need to give parents first, that is, guardian's perception of brand ideas and products, and then extend their feelings to the real consumer users - children. These need to be weighed in the subdivision of children's shoes to be weighed. After all, children's products industry chain has its special marketing mode, and there are many kinds of products, and the seasonal fluctuations of products are strong. All enterprises need to consider them one by one.

　　 Children's shoes should be dropped as early as possible.

Compared with the comprehensive sports, the outdoor market itself is a small consumer group. Does the children's brand of children's outdoor subdivision limit the overall product style? Is the brand of children's shoes limited to the brand positioning of "children's outdoor"?

From the very beginning, the brand of children's shoes should be determined by brand positioning and product style. "We should not use the word" restriction "to describe children's outdoor subdivision roads, and the word" drop position "is more appropriate. Positioning is to locate the target market and identify the brand and product style. The brand of children's shoes should be dropped early.

People in the industry say that children's shoes enterprises should understand their brand's target market and consumer groups. Facing the target consumer group, children's shoes brand should establish product style as early as possible. The brand of children's shoes can only take a step forward in the changeable children's products market only if they are "down" and "fall" clearly.

This can be found in Ming Wei small camel and Diem these children pioneers on the body to find a few distinctive marks. In 2009, Mingwei made a clear positioning for its small camels - the American Juvenile cross country equipment, and extended the operation of the small camels around the outdoor shoes, clothing and accessories of young people. Its focus was on products. After that, camel American junior cross-country equipment actively promoted events and established the "China Youth outdoor sports reserve talents base" equipment research and development center through a series of Marketing strategy Deepen brand positioning.

In fact, for children's outdoor brands, starting from this subdivision means that they follow the natural law of the survival and development of the children, and first determine the brand tonality through product support and market segmentation. "I don't know if you remember the colorful T-shirt that we first raised with the wolves. It's precisely because of this product selling point that we have found a selling point with the wolves." Chen Binggao, vice president of Wan Tai Sheng (China) Co., Ltd.

Perhaps breaking through breakthroughs is not a shortcut, but "if consumers mention the concept of children's outdoors, they will have an impression of a children's shoe brand. Then I believe that compared with the children's shoes that are popular groups, this brand of children's shoes will not be less. Ma Defeng told reporters.