Quanzhou children's shoes brand development shoes integration problems

Recently, Lv Fuqiang, deputy general manager of marketing for Yonggao, a children's footwear brand, is intensely preparing for the 2012 Spring Children's Shoes and Clothing Ordering Conference. This is Yonggao's children's wear debut and will be listed next year. Coincidentally, local children's shoe brands such as Kassiron and Lubao are all strengthening children's clothing development, both in style and in terms of development speed and logistics planning.

In the past two years, the brand of children's shoes that has taken the lead in the domestic children's footwear market has been launched. The children's wear and children's shoes are jointly launched at the terminal. The children's shoes brand began to consciously carry out the integration of children's shoes and children's wear. During this time, the speed of development of various children's shoes brand children's wear products has accelerated, which has greatly shortened the cycle of New Products being put on the market and accelerated the integration of shoes and clothing.

“Now our children's wear product design speed and R&D speed have all been speeded up, which has also boosted the integration process of shoes and clothing.” Lu Fuqiang said that the speed of development of children's wear products is also in line with the characteristics of faster replacement of children's clothing products. "Unlike children's shoes, children's wear products are promoted in eight quarters a year, which in turn requires that the development speed must be improved."

The speed of product development has accelerated, new products have been put into the market, and the entire children's footwear industry has gradually entered the fast lane. The integration process of shoes and clothing has suddenly accelerated, and the “fast” strategy has also become an industry development trend. People in the industry believe that in the increasingly fierce competition environment of children's shoes brands, companies expect to accelerate the development and release of new shoes and apparel products, and maximize the "preemption" of market resources. This resource includes both consumer resources and dealer resources. The children's shoes brand expects to adopt the excellent children's wear and differentiated products to win the favor of consumers and distributors.

“The continuous acceleration of the rhythm of children's shoes brands is an industry development trend. I think that in three years time, we can determine which children's shoes are first-line and second-tier brands.” Lv Fuqiang believes that the differentiation of children's shoes brands began to show signs of signs and that only the integration of shoes and clothing can be accelerated. , To make it a high-end brand of children's products, can not be eliminated by the increasingly brutal market, and the integration of shoes and clothing has become the most important means for enterprises from a single product brand to integrated children's products brand.

The lack of professionals is worth mentioning is that, in order to pursue the needs of the lasting development of children's shoes brand, with higher profits of the clothing, naturally become the first goal of children's shoes companies to capture. At the same time, the rapid development of adult sports shoes has given children's shoes brands a certain inspiration. Only by entering the field of children's wear and experiencing the historical process of the integration of shoes and clothing can we finally complete the transition from a single children's footwear industry to an integrated children's products industry. In order to truly complete the transition from children's shoes brands to children's products brands. However, various problems are hidden behind this process.

"A lot of children's shoes brands just put children's clothes to be sold on the terminal. They didn't consider how to promote, how to market, integration of shoes and clothes is not so simple!" Lv Fuqiang believes that the integration of children's shoes brand is not simply In the terminal sales of children's clothing products this rough promotion model, but to ask professional talent to grasp the brand, integrate brand resources for marketing promotion.

The rough promotion model reveals the problem of lack of professionals, which in turn hinders the healthy growth of children's shoes and clothing. "In the early days, the integration of children's shoes and shoes has taken a lot of detours. In 2009, many children's shoes brands integrated their shoes, but they basically did not push well. The most fundamental reason is that people who don't understand children's clothing products do it. Children's wear industry."

To this end, Lu Fuqiang gave an example to reporters. “For example, to promote children's wear, it is different from the promotion of children's shoes in only 4 seasons a year. Children's wear products are introduced every year for 8 seasons. Children's wear products are divided into many periods each quarter. However, many companies have pushed the product in one season at a glance, resulting in insufficient product stamina and no pushable new products in the late season. These are the mistakes made by those who did not understand the children's wear industry. After all, there is still a shortage of professionals."

Associated with the problem of lack of talent, many children's shoes brands are not clear about the integration of shoes and clothing, but they only sell children's clothing as a child's shoe add-on product. The industry believes that the essence of the integration of shoes and clothing is that shoes and clothing are all for the brand. If only the tying, it will only reduce the value of the tying products. On the other hand, the children's shoes brands only recognize the integration of shoes and clothing, but there is no clear concept of how to carry out this process. "A lot of companies have gone into a misunderstanding, thinking that doing sportswear is selling sportswear, and doing casual children's clothes is selling jeans. Without their own business philosophy and product style, they only look at market trends to produce children's clothes," said Lu Fuqiang.

The thought must be unified after the reporter visited many children's shoes brands and found that many children's shoes companies are complaining that the integration of shoes and clothing is difficult, children's clothing is not easy to sell, and terminal promotion of children's clothing is not effective, simply do not do children's clothes, and still sell children's shoes.

"The integration process of shoes and clothes will inevitably lead to pain. Many distributors and terminals have sold children's shoes for many years. Suddenly, it is necessary to take out the share of children's shoes to sell children's clothes. It will inevitably lead to resistance." Mingwei small camel is responsible for People said, "The integration of children's shoes is equivalent to the reversal of the branding of children's shoes. The cost is too high. The middle and lower reaches will certainly consider their own risks. This is the biggest problem in the industry. Children's clothing is not difficult to do, it depends on everyone want to do ,would like to fight."

It is worth mentioning that many children's shoes brands appear to be inconsistent with the management concepts of the head office, distributors, and terminal brands. The integration policy of shoes and clothing cannot be implemented and cannot be uploaded. According to industry analysts, the brand of children's shoes faces a contradiction in the management system: the head office wants to run the brand and make long-term money; the distributors think of making quick money; the terminal only thinks about selling more goods, no matter what kind of goods they sell.

Faced with this problem, the head of the Mingwei small camel believes that the integration of children's shoes brand shoes and clothing should be changed from the product management to the management of the "people's mind." "The integration of children's shoes requires ideologically seeking common ground and the concept is consistent. Promoters of shoe and clothing integration must understand how to satisfy the upstream head office, satisfy your partners, and make retailers satisfied with you. Let everyone think in unison. Only by doing so can the integration of shoes and clothing be carried out.If there is a promotion plan for the head office, distributors will accept it half-way and the downstream terminal simply will not promote it, then the integration of shoes and clothing will never be completed."

“To be a wholesaler is mainly to manage products. To make a brand is to make everyone think of one another.” Ming Wei, the head of the small camel said.

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