Analysis: China's children's shoes market analysis and marketing model
Relevant data show that in 2010 China's newborn birth rate peaked. After 2000, the baby-raising industry in China has seen a yield increase of 30%. China now has 380 million children under the age of 16, accounting for about a quarter of China's total population, and about 27 million newborns are born each year. China's children's shoes market each year at least 38 billion yuan market size. Huge potential for so many domestic and foreign brands shoe coveted this piece of cake, second-tier front-line brand shoe also competing to join this piece of shoes for the cake. Product upgrades, make the market The shoes market is a relatively special industry, but also a great potential for the industry. Children's shoes relative to Other children's products, the small cost, large profits, and children's growing feet is a rolling source of business money. According to the statistics, there are nearly 38 billion market capacity of children's shoes each year. Nowadays, people's living standards are getting higher and higher. Parents are also investing more and more in their children's lives. Children's consumption shows a clear tendency of individualization and purchase initiative. Therefore, the market potential of children's shoes will increase year by year. However, the consumption characteristics of children's shoes are different from those of adult shoes, and the requirements on product quality are also higher than those of adult shoes. Children's shoes users are in the developmental stages of children's groups, their skin and resistance are very weak, the requirements of all aspects of the product is much higher than adult products. Therefore, only excellent products can be invincible. Good products will directly determine the parents of children's shoes brand purchase and trust. The "recall door" event also reminds all the shoes enterprises want to enter the children's shoes market, no matter how powerful publicity and marketing, and ultimately to return to the quality of the product, only the excellent quality is the Chinese children's shoes brand identity this. Marketing upgrades, each significant addition to the quality of products in the effort, brand shoes, shoes, marketing tools also have more dazzling Internet Marketing: Now widely used by various industries, Internet marketing swept the various shoe-making enterprises. Clever use of this virtual market network to expand the scale of the enterprise, many children's shoes enterprises have the traditional marketing model to network marketing model up; Sports Marketing: Children's shoes sports activities in sports activities will be reflected in the enterprise into the sports marketing, including The title of sponsorship for various youth sports events and so on, to achieve a perfect fusion of sports culture and brand culture; animation, cartoon marketing: animation has a good market audience base, cartoon image also has its unique personality and good market awareness Degree, animation more directly through a variety of cartoon image promotion, the brand is also easier to obtain recognition; child star endorsement: entertainment star endorsement or direct title cartoon animation television program is still in the children's products market waves, the entertainment resources and brand image , The value of joint promotion; Differentiated marketing: the current serious homogenization of the children's shoes industry, in order to share a large share of the children's shoes market share, you can not be solely committed to the product itself. To take into account the needs of consumers is a wide range of children's shoes enterprises must come up with killer, so that more parents, children and understand the personal care brought about by their products; public service marketing: public welfare marketing is to care about people Of survival and development, social progress as the starting point, with the public welfare activities and consumer communication, in the production of public welfare benefits, while making consumers prefer the products or services of the enterprise, in the purchase of the products of the first choice of a marketing behavior . Enterprises in the market competition consciously assume the corresponding social responsibility, it is easy to get a higher level of trust in the public, which will form an objective intangible assets, making their products and services more attractive to consumers. Visible Chinese children's shoes for marketing means in this regard no less than the extent of the product design and quality. Channel upgrade, there are some bright spots Although the sales channels for Chinese children's shoes are still in its infancy, the level is relatively low, but the Chinese children's footwear industry has begun to enter the field of brand competition, fierce competition can be imagined. At present, although the channels of China's children's shoes industry are still in a natural stage of relying on the radiation of the provincial wholesale market, most of the children's shoes outlets still stay in husband and wife shoes, shoe supermarkets, second and third tier shopping malls and various types of shoes and apparel Market, etc., the existing level of the channel can not meet the requirements of the development of children's shoes brand. However, there are some bright spots in the sales channel mode. Some provincial-level agency self-operated stores and multi-brand multi-category composite businesses all have new sales strategies. Some brands have gradually grown from the initial stage of monopoly mode. Uniform brand image, promotion and promotion of unity, to constantly attract new customers to join, and quickly establish a brand image. To be a firm in the terminal after the firm into the monopoly to enhance the mode of unity of the goods structure, operation and management of a unified, in addition to customer choice to attract new customers to join but also lead the development of multi-store customers equally. Through this series of favorable factors in the children's shoes brand competition in the market place. Although the development of China's children's shoes industry is still in the initial stage of brand competition, although the children's shoes market is not yet mature, but these are difficult to shake the Chinese shoe industry's determination to hold bright prospects for the children's shoes market.
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