In the children's wear market, more and more mature brands have taken extended development. A brand has a variety of products, and many kinds of products such as clothing, shoes, caps, accessories, and toys are linked together. In certain brands of children's clothing stores we can already see that all the children's products we want can be bought in one shop.
Today, the children's wear market is highly competitive and each children's wear or children's shoe brand is no longer satisfied with being a single product. It wants to make its own brand a comprehensive brand with a variety of product categories, and to expand its market share in various categories of sales.
Developing children's wear products to promote the integration of shoes and clothing
Most of the children's shoes and apparel brands are only good at making children's shoes or children's clothes. Most of them have large limitations and have not yet achieved industrial integration. In Jinjiang, a region known for sports shoes, children's brands mostly run children's sports shoes.
In the past two years, the Jinjiang children's shoes brand, which has been at the forefront of the domestic children's footwear market, has achieved rapid development and launched the children's wear project. Last autumn and winter, after many children's shoes brands were fully prepared, they successively launched the children's wear series at the spring-summer 2010 shopping fair.
From the end of last year to the spring of this year, Bumblebee's first batch of shoe and clothes integration stores have been unveiled throughout the country. After the Hornet officially launched its children's wear collection, it clearly put forward the idea of ​​creating China's first entertaining, educational and fun brand of children's shoes and clothes, and the confidence of the integration of shoes and clothing.
Some enterprises with children's wear and children's wear that operate earlier are already fully prepared. In September last year, Zhejiang Tianhao Children's Products Co., Ltd. established the ABC Brand Business Operations Management Center, which is responsible for the overall operation of ABC children's clothing and children's shoes, and achieved an important transformation of the integration of shoes and clothing.
In November of last year, ABC held the first large-scale ordering meeting after the integration of shoes and clothing. ABC children's shoes and children's wear began to be integrated and promoted. This spring and summer clothing line was introduced to the market this spring.
The Foot Friend, a professional manufacturing company that has been focusing on children's shoes for 24 years, is a strong sportswear and fashion style children's wear series. More products are added in 2010, making it possible for the Friends of the Children's Life Museum to be 0 to 16 years old. Provide one-stop shopping services, including children's shoes and apparel.
Get rid of low-price competition and increase product value
The annual consumption demand of children's wear in China is about 2.3 billion, and it also has a growing trend. China's child industry has become the second largest consumer of children in the industry after the United States.
However, in a large market, the social resources that have been grouped into the children's industry are the least among all industries. No matter if it is a manufacturer, supplier or channel supplier of children's industry, it can be said that most of them are in the initial stage of development compared with other industries. There are still many children's wear brands that compete at low prices and have little profit.
It is precisely under the oppression of such a market environment that in order to get rid of the low profits of the children's footwear industry and the pursuit of the brand's need for lasting development, Jinjiang's children's footwear enterprises have begun an ice-breaking journey. With clothing that is more profitable than shoes, it naturally becomes a child. The goals that companies must first capture.
On the other hand, just as the old Jinjiang sports shoe industry has developed into the backbone of today's powerful sportswear industry, Jinjiang's children's shoes enterprises have long realized that only when they enter the children's wear field and experience the integration of shoe and clothing can they be completed. From the single children's shoes industry to the transition of the integrated children's products industry, it will be able to truly complete the transition from children's shoes brands to children's products brands.
The children's footwear enterprises are no longer the hastily launched garment projects. After a series of investigations, they dig into the brand's own characteristics and systematically introduce their own differentiated children's clothing, which makes the integration process of children's shoes and children's clothing from the beginning full of vitality and vitality.
Winning the market needs brand building
Experts said: "China has reached the stage of brand consumption at this stage. We cannot only look at the development of children's wear and children's shoes, but look at the overall economic development level of the entire Chinese market. From quantitative consumption to brand consumption, after all, It is a process that requires time, energy, and capital investment.However, in the transition from survival type to comfort type in consumption status and consumption level, the era of brand consumption has come.In the consumer's brand requirements for children's wear, children's shoes Under the premise of continuous improvement, they are willing to bear more than 80% of the price for children's wear and children's shoes than non-brand children's wear and children's shoes. This has led to the establishment of a brand only in order to capture a favorable market in the fierce competition.
In the process of integration of shoes and clothing, it is necessary not only to properly coordinate products but also to carry out multi-category linkages and also to improve brand building. Create brand value, achieve consumer recognition of the brand, and thus produce a loyalty of consumption, such brand companies will continue to grow and develop.
Author: Asi ( "26472,26388") Yang Shuo
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