An In-Depth Analysis Of Marketing Techniques For Children'S Shoes In China

For China's children's shoes market, insiders analysis that for the current children's shoes industry, products, cycles, prices and so occupy a large share, but it is precisely because we are fighting products to fight the price, resulting in the market mostly stay at the low level of competition, winning space is not big, the pressure of business development surge.

First, market segmentation.

Children's shoes become a separate category in the market. First, the intensified competition in the domestic footwear market has prompted enterprises to further segment the market. The two is the gradual development of children's consumption towards individuation and branding in China.

The linkage effect produced by these two factors makes children's shoes become an effective subdivision of the whole footwear market.

The survey shows that the market size of children's shoes aged between 0 and 14 is around 30 billion yuan.

Against this background, the Haier brothers gradually emerged in the domestic market.

Anta, Babu, Dr. frog and other domestic well-known brand enterprises focusing on the operation of children's shoes, especially in the past one or two years, have set up a children's shoes and clothing experience shop in the center of big cities, hoping to attract the high-end purchasing layer in the city.

Foreign famous brands Nike and Adidas also subdivide children's shoes and set up exclusive stores in some parts of the mainland.

Children's shoes are usually sold by people under the age of 14.

Before the domestic children's shoes sales market is mainly wholesale and retail, no brand operation, with the increase of Chinese consumption ability and health awareness, children's consumer groups have undergone qualitative changes.

In the decision-making process of buying children's shoes, the modern consumer group is a combination of "rational and sensibility". It pays attention to the price performance of products, and also considers the factors of brand fashion and interest. This is a challenge for all children's shoes enterprises.

The experience marketing mode prevalent in many industries has become an effective tool for children's shoe brands to carry out marketing activities.

Therefore, how to make target consumers truly "experience" to the relevant products and brand information is the focus of marketing for children's shoes enterprises.

Two, build children's shoes brand

At present, the channel structure of children's shoes enterprises is becoming more specialized.

Close to brand and brand, a comprehensive operation mode has been formed, which integrates various forms of clothing wholesale and retail terminal, department store shop, store mode, store and children's life hall.

This is the inevitable result of fragmentation of the market. On the other hand, it shows the attention of children's shoes enterprises to customer experience.

Three, pay attention to health

The skeleton of children is in the period of growth and development. The requirement of foot space is quite different from that of adult shoes. Compared with the adult footwear products, the health requirements of children's shoes are more stringent.

Therefore,

Enterprises need to pay more attention to the "health" indicators at the functional level of the product, such as fabric selection should highlight the characteristics of moisture absorption, breathability, expansion and non-toxic and pollution-free. The process should pay attention to energy saving, consumption reduction and environmental protection, and also achieve balance in terms of safety and comfort. Then, through advertising promotion, sales commentary and print promotion, consumer groups can experience the "healthy" attributes of products.

The business of doing children's shoes is the same as many other businesses. The method is exquisite, and how to make the business of children's shoes different from other brands, then the method must be done in place.

To build the experience marketing mode of children's shoes brand, we also need our children's shoes enterprises to start with the healthy functions of products, actively and effectively combine the fashion elements and values that children recognize and carry out corresponding marketing activities, so as to enable enterprises, industries and consumers to achieve long-term "win-win" pattern.

The experience marketing of children's shoes will also be continuously enriched and perfected in this process.