Lu You And Other Two Or Three Line Shoes Brand Began To Layout Children'S Shoes Market.

In the forefront of sports products such as Adidas, Nike, Anta, and 31st degree, the two or three line sporting goods brand in Quanzhou also moved downwards and moved to the market of children's shoes.

In October 9th, Shu Deng footwear industry released a high-profile announcement to "enter the market for children's shoes". Before that, the two or three line brands such as Lu You and Mei Mei began to layout the production line of children's shoes.

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In October 9th, Nanan Shu Deng Shoes Co., Ltd. formally signed the "home children" Xia Xue's role as Miss Ning Danlin, and announced in a high-profile way to enter the market for children's shoes.

According to Su Jianwei, general manager of Nanan Shu Deng Shoes Co., Ltd., last year to this year, many adult shoes have experienced a decline in the market.

How to open up a new field in the new pattern and achieve a new increase, after the company's high-level discussion and market research, finally decided to cut into the children's shoes market, and keep the product from 25 yards to 44 yards.

At the same time, in order to avoid the sports route of sporting goods such as Anta and 31st grade, they choose "parent child cloth shoes" as the market segments and brand new positioning.

From spring 2011 to summer

Meanwhile,

Size shoes can't be equated.

It is understood that unlike Anta, 31st grade and other front-line brands operating alone in the market of children's shoes, more two or three line brands have chosen to operate synchronously.

The industry pointed out that this is mainly because the existing resources and brand development level, the majority of the two or three line brands can not quickly support the development of a children's shoes brand, their new children's shoes brand must also rely on the original big shoe brand, and complement each other.

"Independent operation is bound to be an inevitable trend, but we must not be too hasty, otherwise we may lose sight of it."

Wang Siqi said.

Brand marketing people Su Jing also said that at present, although the market opportunities for children's shoes are more, this does not mean that all enterprises in pition can get a share, which requires deep integration of internal resources and differentiated brand positioning, otherwise it may be a mixed battle.

It is learnt that the industry has learned lessons from failure.

There is a three line adult sporting goods enterprise in Jinjiang. In the case of investment difficulties, resolutely abandon the big shoe market and attack the market of children's shoes. As a result, with the same positioning and product style, it was mediocre in the spring and summer ordering meeting in 2011, which led to the dilemma of "dilemma" in this enterprise.

"If the first-line brand is" covetous "to enter, then the two or three line brand is more" forced "instead.

How to achieve breakthroughs in the "forced" pattern, it is very important to segment the market.

He Jun, chief executive officer of Kuang Bu sporting goods Co., Ltd. said, for example, as a breakthrough point, he made fashion shoes for young people to take the shoes as the starting point.