Children Shoe Industry Trial Water Reform Terminal Marketing Mode

Personalized demand has spawned the multi brand terminal mode of "National American style", and this channel has changed.

Another way to explore brand channel upgrading.

Children's products test water change terminal marketing mode

Recently, Dong Zheng (Fujian) children's Articles Co., Ltd. is preparing Fourth "multi brand" Nai foot products world stores in Xiamen, integrating five children's shoes brands into a terminal store. This "National American" multi brand terminal mode has opened another way to explore the upgrading of children's shoes brand channels.

But insiders say that the emergence of any model comes from the first reaction to the market situation.

From wholesale bulk goods to shoe city area, to special counters, exclusive stores, experiential children's living hall, to today's multi brand terminals, are a microcosm of channel pformation.

Moreover, the emergence of the "multi brand" terminal mode has its special reasons to solve the problem of multi brand operation at the same time. It is too early to evaluate the quality of this model.

Multi brand terminal mode

According to the authoritative department's survey data last year, about 70% of the domestic children's shoes market is non branded products, 20% is imported brands, and domestic brands are only 10%.

Domestic children's shoes are seriously lacking in competitiveness.

Yuan Shunhua, brand director of LAN Dao brand communication agency, said that parents buy shoes for their children, pay attention to the price and quality of shoes, and children are more attracted by the gorgeous patterns of the products. The final decision is that the children are often the children of the trading behavior. The brand of domestic children's shoes can not match the foreign brands. But in the face of such a huge market of children's shoes in China, domestic enterprises can't sit still and let the Jiangshan be handed over to foreign brands.

Therefore, instead of waiting to create an acceptable cartoon image, it is better to get the trademark authorization of famous anime at home and abroad directly, and to introduce a series of different styles of shoes with powerful shoemaking technology and production capacity.

Dong Zheng (Fujian) children's Articles Co., Ltd.

The director of the Department said that the brand of Dong Zheng's children's shoes is an international first-line brand with high popularity, especially the "SpongeBob SquarePants" and "Dora".

There are a lot of enterprises that introduce famous cartoons and authorized brands like Dong Zheng. Insiders say, "animation marketing is sweeping through the children's clothing enterprises in Quanzhou, many enterprises create or introduce more cartoons to expand the brand camp, but there are no successful examples at present. The reason is that mobile investment is a long-term process."

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After the introduction of multi brands, the multi brand terminal mode came into being in this situation.

"According to the single brand store mode, each brand must be equipped with relevant departments and set up a special store. The cost of investment will be quite large. Multi brand terminals will collect multiple brands at a terminal, to a certain extent, reduce the input of resources.

"Yuan Shunhua said.

Personalized demand spawn

According to statistics, nearly four hundred million of children in China, children's shoes products have annual market capacity of about 30000000000 yuan, 40% of household spending is children's consumption.

The number of Chinese enterprises in the production and consumption of children's shoes is far less than the quantity and consumption of adult shoes. It is reported that the proportion of Chinese enterprises in the manufacture of adult shoes occupies 13.6% of the whole international shoe manufacturing, and the children's shoes are far from this example.

Moreover, children's consumption presents obvious individualization.

In recent years, a large number of brand enterprises have sprung up in Quanzhou's children's shoes industry, so Quanzhou has become Guangzhou.

One of the three major domestic children's shoes manufacturing bases.

But with the rapid development of the industry, the children's shoes industry is also facing the same problem of Quanzhou sporting goods industry. The brand is seriously homogenized, and the products lack obvious style distinction.

Yuan Shunhua analysis, with the improvement of people's living standard, the group of 80's become the main consumer, and more pursuit of the individuality of consumer goods, which is also reflected in the dress for the next generation.

Under such development opportunities, more and more enterprises begin to change their original single brand management mode and turn to multi brand development.

Take the frog brand as an example, the store integrates all its own brand, authorized brand and its agent or distribution products.

A Quanzhou shoe brand official said that the multi brand terminal mode can not only reduce the operation cost, but also, as an innovative marketing mode, if we can make the multi brand differentiation orientation and distinguish the product style clearly, the enterprise will be unique, break the shackles of the serious homogenization of the market, enhance the brand power, and make the multi brand mode truly become the wind vane.

The industry believes that multi brand terminal mode is just an attempt to upgrade channels, which is a microcosm of this change.

It is too early to assess the success of this model.

Xie Jiasheng, Secretary General of the shoes Association of Fujian footwear industry association, said that the establishment of multi brand terminal stores costs a lot of resources to a single enterprise.

He suggested that children's footwear enterprises can establish alliances and learn from foreign experience, integrate resources, integrate multiple brands and multiple experiences under the same big terminal, and jointly form similar large children's experience city. This can not only avoid the source of internal consumption caused by vicious competition among brands, but also make strong efforts to join hands, and quickly become famous in the whole country.