Quanzhou Children's Shoes Enterprises Are Cautious Of "Upstream" And "Downhill" Encounter

from Children's shoes Expand children's clothing, from children to children. In April and May this year, the two obvious trends in the peak period of children's shoes enterprises' meeting will reflect the new trend of Quanzhou children's shoes enterprises to create brands.

Children's shoes and children's clothing to "integration"

From children's life hall to Children's living museum Move forward and upgrade the overall image of the terminal. The trend of children's shoes enterprises' integration from children's shoes to children's shoes and children's clothing is becoming more and more obvious. This is a new sign that the children's shoes enterprises will be showing up in April and May this year. Reporters learned that several children's shoes enterprises in our city focus on 7 to 14 years old youth as the main consumer group.

Behind the new signs is the background of a gradual economic downturn. A good play has been staged from children's shoes to children's shoes and children's wear. The first batch of shoes and clothing integrated stores has been unveiled throughout the country. ABC brand launched a series of spring and summer costumes for children's shoes and children's clothing. Over the years, most of the children's shoes and clothing brands are only good at making children's shoes or children's clothing, and most of them have large limitations and have not yet achieved industrial integration. Fujian Footwear Industry Association Children's shoes Association pointed out that the integration process of shoes and clothing of children's shoes enterprises in Quanzhou is not only driven by the high profit of children's clothing, but also needs the transition from children's shoes industry to children's products industry.

In the past two years, Quanzhou children's shoes in the forefront of domestic children's shoes market. brand With the rapid development, children's clothing projects have been launched. Last autumn and winter, after many children's shoes were fully prepared, they launched their children's clothing series for the first time in the spring and summer order meeting in 2010, and went to the integration of children's shoes and children's clothing. The industry believes that children's shoes enterprises are trying to expand new profit margins. At present, the shortage of resources makes the whole children's industry generally lack of innovation, and the level of industrial competition is low, and the profit is thin. From the management of cartoon children's shoes to the new line of children's wear this year, Huang Bingnan, chairman of kating, thinks that in order to get rid of the small profits of the industry and pursue the brand's sustainable development needs, enterprises have begun to expand their journey, and clothing with higher profits has become the goal that enterprises must first take. On the other hand, the rapid development of adult sports shoes has also given some enlightenment. Only when we enter the field of children's clothing and experience the historical process of integration of shoes and clothing can we finally complete the transition from a single children's shoe industry to a comprehensive children's products industry.

As a result, many strength children's shoes enterprises have made a bold attempt. Not only by hiring designer teams or directly grafting children's wear brands, we vigorously overcome the problems of talent and innovation in the development of children's clothing, but also create various kinds of children's products living rooms through the rich products brought by integration.

Beware of the "upstream" and "downlink" encounters.

The youth market has gradually become a cake for children's shoes and adult sports shoes. Reporters from a number of orders recently learned that many children's shoes enterprises in Quanzhou to consolidate the market for young children, began to "uplink", to the commonly known as "campus market" youth market extension. On the basis of original cartoon brands such as "blue cat" and "Astro Boy", Fick took the "campus sports equipment" as the main force and marched toward the campus youth market. In addition, as the market structure of brand sports shoes has gradually taken shape, many adult brand shoe enterprises have begun to "downlink" and will aim at this market.

At present, some well-known brands both at home and abroad have taken subdivision strategies in order to occupy a larger market space. Nike, Adidas, etc. have broken down children's shoes and set up exclusive stores in some areas. Anta and XTEP have also set foot in children's shoes and children's clothing, bringing capital to the market of children's daily necessities. During the visit, many children's shoes enterprises were determined to go up. Information from recent orders shows that the consumption characteristics of children in the middle and small age market are not conducive to building a stable brand. Fierce competition makes it difficult for children's shoes to play a leading role. The profit space of children's shoes has been continuously compressed, regardless of whether enterprises or distributors have "upward" requirements.

Fujian footwear industry association children shoes Association people believe that Quanzhou children's shoes enterprises have developed rapidly, production and management are increasingly mature, capacity expansion. From the perspective of market development, family conditions are getting better and better. Youth groups should have more choices for consumption. Children's shoes enterprises "go up" is bound to have an "encounter" with the "downhill" of adult brand shoes enterprises. With the increasing competition, children's shoes enterprises need to do their best. For this reason, Ding Canyang, chairman of the company, had a deep understanding. The signboard of the China Youth growth equipment research base hanged at the gate of the factory is enough to tell outsiders that this children's shoe enterprise has also been eyeing the youth market. "Big brand chain monopoly system has been very complete, occupying the most favorable resources of various cities. What is more destructive is that these enterprises are well capitalized, and we have to avoid their edge." Ding Canyang bluntly said, now only have to adjust strategy in time, product market positioning is more rational.