At present, China's children's shoes market is polarized, foreign brands occupy high-end, most of the domestic children's shoes belong to medium and low grade.

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

Due to the lack of quality and style, the share of domestic children's shoes in the market has been relatively low, especially for children's shoes in big and medium cities.

At the international children's clothing and Supplies Fair held in Shanghai in 2007, a number of outstanding foreign children's clothing brands from the US, France, Italy, Britain, Japan and Korea will focus on more than 40 brands.

Among them, Italy's top international children's shoes brand BBG has attracted much attention.

Those who specialize in importing children's shoes say that the main reason for the lack of competitiveness of domestic brand children's shoes is the lack of research aimed at children's physiological characteristics. The design is out of touch with the market and the market is not well located.

At present, many domestic children's shoes, whether from style to material, are made according to adult shoes. The whole style is entirely the reduction of adult shoes or the reproduction of adult shoes.

To design a good pair of children's shoes, we should not only protect children's feet from external damage, but also have the functions that conform to the growth and development of children's feet and physiological functions.

Therefore, for children's shoes design and R & D personnel, we should at least master the growth and development of children's feet and their psychological needs, and also have considerable knowledge of material technology.

In contrast, the design of foreign children's shoes enterprises pays special attention to the development of feet.

For example, this year's first Japanese children's shoes Moon Star landed in China. Their children's shoes have several special functions, taking into account the immature foot shape of their children, developing a spacious and comfortable asymmetric shoe last to prevent hallux valgus. The correct bending outsole design enables the soles to bend along the line from the big toe joint to the toe joint, which is consistent with the natural bending position of the sole, thereby preventing flat feet.

In 2004, the American clothing company launched the children's shoes called "big bug", which is a kind of retractable children's shoes.

It has a silver button on the heel, which can be stretched according to the sole so as to suit the feet of a child.

According to insiders, polarization of children's shoes market is becoming more and more serious. Children's shoes are almost monopolized by foreign brands, and the vast majority of domestic children's clothing products are in the middle and low market.

The potential market of children's shoes in China is huge.

There are 300 million children in China and 10 million new babies each year.

As far as the main channel of children's shoes sales is, big shopping malls, many provinces have total retail sales of more than 20 million yuan per year.

In the face of such a huge market, Chinese shoe companies can not wait to die, leaving most of the market share to foreign brands.

Although the problem of children's shoes is a headache for many shoe companies, we should also see many advantages of this industry.

Compared with other children's products, children's shoes are small in cost and big in profits, and children's growing feet are the source of money coming from merchants.

The trend of children's becoming adult has made the design cost of children's shoes reduced to the lowest level, and the high-grade brands in the market are few, so that the operators in this field will have a higher probability of success.

This is also the main reason why foreign children's shoe brands are rushing to compete for the Chinese market.