Trend Of Children'S Footwear Industry In 2016

2016 is the first year of the implementation of the comprehensive two child policy for children.

It is still full of opportunities and challenges.

How much economic benefits can policy guidance bring? How will the traditional entity channel, production and marketing mode of "Internet +" change? What is the adjustment of brand development strategy in the new year?

The 1. "two - child" policy stimulates consumption, but the sales increase will take a long time.

"Under the dividend policy, there will be another new baby boom in 2016. The market demand is increasing, which is a great opportunity for the development of infant industry."

Wu Xuwen, manager of Limited by Share Ltd brand center, "golden hair Rabbi".

"There are few brands in children's footwear industry to cover all ages. Especially in Fujian, many children's brand positioning is mainly over 3 years old, and the potential consumer group is still pregnant."

Huang Weicheng, brand manager of POOVE (China) Co., Ltd. believes that the real economic explosion of children's shoes and clothing should wait at least 2-3 years.

Li Guangdou, the first person in China's brand and the famous brand strategy expert, analyzed that with the advent of the birth boom of the 1980s and the implementation of the "two child policy", the children's footwear industry has become the most breakable manufacturing industry.

These factors will certainly play a stimulating role in the children's clothing market, but the sales increase will not appear immediately.

On the one hand, children's clothing products are in serious stock. On the other hand, some market surveys show that the proportion of young couples who want to have two children clearly is less than fifty percent.

Under the pressure of birth and the new concept of family for young people, it will take some time for a large-scale birth boom to happen.

2. the policy touches the capital market, and the brand with innovative vigor will stand out.

Huang Weicheng believes that the "two child comprehensive" policy has immediate impact on the capital market, and if there are children's concept enterprises listed, they will certainly be touted by the capital market.

At the beginning, "red boy"'s parent company MIG international listing is a case. With the "two child alone" policy, the oversubscription of new stock is over 500 times.

As children's concept stocks are bullish, some children's shoes and children's shoes are ready to go.

Zhou Jianyong, general manager of Limited by Share Ltd, believes that the capital market does have a strong vitality. This year's capital market may have more children's shoes and clothing brands stand out, but in fact, it is still a product. "The capital market provides a more diversified development mode and a more open platform. In my view, the core should be mental level, that is, innovation and change. Only with the spirit of" innovation "can enterprises have vitality and get the favor of the capital market and usher in new changes.

1. integrating with international fashion, merchants can get fashion information faster.

"Along with

Development, as well as the international first-line brand sinking to the prefecture level city, people can quickly feel the trend.

In the past, we thought that fashionable style could be renovated in second years, but now it will not work. "

Huang Weicheng analysis shows that the trend in the past was from Japan and Europe to Asia, Japan, Korea, Hongkong, China, and then to mainland China, and then from north to Guangdong.

The Internet era has promoted the integration of urban and rural fashion. Wherever consumers are, consumers can almost buy the latest styles of their brands at the same time, and the speed of fashion communication is quicker.

And more and more fashion week, bringing the international trend to the domestic market quickly, and let the mainland have the opportunity to integrate with European and American fashion. This will promote the design of children's shoes and clothing products in China.

2. product upgrading, safety, health and environmental protection elements of concern.

"With the improvement of people's living standards, people's pursuit of consumption is becoming more rational, and the pursuit of quality is getting higher and higher. The elements that will be considered in infant products will be quality, safety, design and price."

Wu Xuwen said to China sporting goods Daily reporter.

"This year we have

The products will be further improved and innovating in functional technology, adding functional elements such as air cushion bottom and blade bottom.

In addition, we will use 4D children's shoes materials, shoe upper seamless fit, so that shoes are more flexible, and more conducive to the healthy development of children.

Chen Shaojian said.

Li Guangdou believes that the upgrading of children's shoes and clothing will pay more attention to the safety, health and environmental protection of the products themselves, and gradually integrate into the technology elements.

Starting in June 1, 2016, the new "national standard" for children's wear will begin to be implemented and the implementation standards will be stricter.

This requirement is a good thing for parents, but it will be a great change for some Chinese children's clothing enterprises that have been brutally growing up.

Children's clothing manufacturing is from the emphasis on appearance to material safety and comfort is an inevitable trend.

3. smart wear is more widely used in children's footwear.

"Nowadays, the market must be" Internet + ". The traditional industries such as shoes and clothing should be" + Internet ", that is, products are the foundation and important foundation for development.

In combination with the Internet, in addition to the machine replacement project, that is, smart wearable devices, is still in the stage of exploration and development.

But public demand for smart wearable products is also obvious.

Zhou Jianyong told China sporting goods Daily reporter, this year ABC KIDS cooperation with Tencent's QQ IOT jointly launched the "QQ children's smart positioning shoes."

With smart wearable devices, target group positioning will be more precise, and communication will be more timely and convenient.

With the help of smart shoe system, businesses can manage data and capture consumer demand in real time.

Zheng Youmin, marketing director of Quanzhou Li Xun children's products Co., Ltd., introduces the company's brand Dr.House (doth house), which specializes in the brand of intelligent shoes. Its independent intelligence system APP software functions include: first, children's anti lose, safety fence function; two, precise step counting, health prompts, supervise and urge exercise; three, body sense game, let the children enjoy sports; four, no feeling wear, built-in intelligent Bluetooth chip 100% seal waterproof, no radiation effect.

What needs to be pointed out is that in the future, as long as Dr.House smart shoes are purchased, the chips can be reused and the cost of consumption can be saved.

Wu Xuwen believes that smart products will be promoted and applied in the baby industry. The combination of high-tech technology or materials and traditional infant products is an important trend of development. This is also one of the modes of cross-border cooperation.

Smart wear has been applied to various fields in the past two years.

Data from a market research firm in the us predict that the output value of the global wearable technology industry will increase two times in the next five years.

We can see that the prospect of smart wearable devices is worth looking forward to, and smart wear is more widely applied in children's shoes products, so the market will continue to heat up in 2016.

But at present, the product maturity is not enough, and equipment development needs to be improved. "

Li Guangdou said.