Children's shoes and clothes: The road to transformation needs to solve many problems

These days, Lv Fuqiang, deputy general manager of marketing for children's shoes brand Yonggao, is intensely preparing for the 2012 spring-time ordering. At this ordering event, Yonggao Children's Wear will debut and will be available on the first band next year.

Coincidentally, local children's shoe brands such as Kassiron and Lubao are all strengthening the development of children's clothing, both in style and in terms of development speed and logistics planning.

This exploration is actually not easy. In the process of integration of shoes and clothing, there is also a shortage of professionals and the problem of unclear positioning of style. At the same time, the integration promotion of shoes and clothing is not very smooth. People in the industry believe that in this important transformation process, companies need to unify brand management thinking from top to bottom.

In the past two years, the brand of children's shoes that has taken the lead in the domestic children's footwear market has been launched. The children's wear and children's shoes are jointly launched at the terminal. The brand of children's shoes began to consciously develop the integration of children's shoes and children's wear. During this time, the speed of development of various children's shoes brand children's wear products has been accelerated, which has greatly shortened the cycle of new products being put on the market and accelerated the integration of shoes and clothing.

“Now our children's wear product design speed and R&D speed have all been speeded up, which has also boosted the integration process of shoes and clothing.” Lu Fuqiang said that the speed of development of children's wear products is also in line with the characteristics of faster replacement of children's clothing products. "Unlike children's shoes, children's wear products are promoted in eight quarters a year, which in turn requires that research and development speed must be upgraded."

Product development speeds up and new products are put into the market. The entire children's footwear industry has gradually entered the fast lane, and the integration process of shoes and clothing has suddenly accelerated. The “fast” strategy has also become an industry development trend. The industry believes that in the increasingly fierce competitive environment of children's shoes brands, companies expect to accelerate the development and release of new shoes and apparel products, so as to maximize the “preemption” of market resources. This resource includes both consumer resources and dealer resources. The children's shoes brand expects to pass the hardwearing children's wear shoes and differentiated new products, and win the favor of consumers and distributors.

“The continuous acceleration of the rhythm of children's shoes brands is an industry development trend. I think three years will be able to determine which children's shoes are first-line and second-tier brands.” Lv Fuqiang believes that the differentiation of children's shoes brands began to show signs of signs, and that only the integration of shoes and clothing can be accelerated. , To make it a high-end brand of children's products, can not be eliminated by the increasingly brutal market, and the integration of shoes and clothing has become the most important means for enterprises from a single product brand to integrated children's products brand.

The lack of professionals is worth mentioning is that, in order to pursue the sustainable development of children's shoes brand needs, has a higher profit of the clothing, naturally become the first goal of children's shoes companies to capture. At the same time, the rapid development of adult sports shoes has given children's shoes brands a certain inspiration. Only by entering the field of children's wear and experiencing the historical process of the integration of shoes and clothing can we finally complete the transition from a single children's footwear industry to a comprehensive children's products industry. In order to truly complete the transition from children's shoes brands to children's products brands. However, various problems are hidden behind this process.

"A lot of children's shoes brands just put children's clothes to be sold on the terminal. They didn't consider how to promote, how to market, integration of shoes and clothes is not so simple!" Lv Fuqiang believes that the integration of children's shoes is not simply In the terminal sales of children's clothing products this rough promotion model, but to ask professional talent to grasp the brand, integrate brand resources for marketing promotion.