After several years of vigorous "brand building movement", now China

Color as an important marketing tool

"At present, children's shoes have shifted to the stage of brand consumption."

Six and Chen Shuqing, general manager of children's industry.

The blue book points out that there is a common phenomenon in the market of children's shoes. Many children aged 7 to 12 have chosen their own children's shoes and have more and more children with their own consumption ideas.

In addition, "color as an important element of children's shoes design and popularity is gradually becoming a marketing tool for children's shoes."

Chen Shuqing said that at present, many child shoe companies attract consumers' eyeballs by changing the color of the product from a single color system to a combination of many color systems.

However, compared with the skilled use of color marketing in domestic adult shoes and clothing, the use of color in children's shoes is still only on the surface of product design.

Insiders pointed out: "

Building technological innovation alliance

In view of the growing number of international children's shoe brands entering the Chinese market and the problem of how to break out of Chinese children's shoes, the director of China Leather Association, Wei Ya Fei, pointed out that the production equipment, production technology and manufacturing level of children's shoes in China are at the same level as the international level, but there is still a gap in the details of the processing and function setting.

For example, in such a small detail of shoelace, foreign products have a lot of innovation and technology in it.

Under normal circumstances, the domestic children's shoes are mainly sticky buckle, while foreign children's shoes are fastened only by a twist, which effectively considers the characteristics of children's small hands.

In addition, our children's sports shoes usually look very thin, children's sandals in front of a lot of exposure, which is easy to hurt the feet, while foreign products are very thick, full, high safety; in the sole, children's shoes abroad mostly soft bottom, comfortable, and domestic products are basically miniature version of adult shoes.

In the children's shoes industry, Fujian, Zhejiang and Guangdong are called the three major plates in China.

The development of children's shoes industry in these three regions has formed their own characteristics, and they have been carrying out enclosure movement in full swing in their respective fields.

"Children's shoes in Fujian are of high brand quality, and their advantages are concentrated in high technology content and complete industrial chain. After the continuation of the development of adult brands, the brand of children's shoes rises again, mainly in the surrounding areas of Jinjiang, Nanan and Quanzhou, including POOVE, gang Deng, Kanding, Yong Gao, camel, Tutu, etc. the advantage of children's shoes in Guangdong area lies in the collection of research and development and trend information, and is at the forefront of fashion in R & D and design. It mainly focuses on Guangzhou, Dongguan and Shenzhen three places; the origin of Zhejiang children's shoes is mainly concentrated on" Zhejiang "and" leather shoes ", and the advantages of leather shoes are more advantageous than those in Jinjiang.

Xie Jiasheng, Secretary General of Fujian children's shoes Association, said that the three domestic plates of children's shoes each have their own advantages and form a situation of tripartite confrontation.