To become a separate category appears on 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 domestic children's consumption towards individuation and branding.

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.

Chinese children's shoes are not brand or brand influence is too weak, it is generally acknowledged that the status quo.

In this regard, insiders analysis said that for the current children's shoes industry, products, cycles, prices and so occupy a large share, but it is because we are fighting products to fight prices, resulting in the market mostly stay at the low level of competition, the profit margin is not large, the pressure on the development of enterprises has increased dramatically.

Although there are also good brands in the one or two or three or four markets, as well as the regional children's shoes brands in various districts, so far, the concentration of children's products is still low, which provides an opportunity for the reshuffle of the domestic children's products market in 2012, and also makes the birth of the leader brand possible.

At present, the channel composition of children's shoes enterprises is gradually becoming closer to specialization, fashion and branding.

The integrated operation mode of retail terminal, department store, store shop, store and children's life hall are integrated into one.

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.

How to develop the brand and how to improve the brand are all the problems faced by children's shoes enterprises.

In recent years, many children's shoes enterprises in Wenzhou and Quanzhou have adjusted their direction in the management strategy. More children's shoes enterprises are planning to take the road of high-grade brand building, and the children's shoes industry has stepped into the "fast lane" of brand development.

Such as brand image rectification, brand positioning change, increase advertising input, spokesperson promotion, etc.

Another phenomenon is that children's shoes enterprises coincidentally carry out upgrading training for the terminal, including store image reconstruction, management and sales skills training.

Besides, there are many products in production.

Children's shoes enterprises launched a series of children's clothing to enrich the connotation of the brand and meet the needs of store construction, so as to prepare for the more intense market competition.

From the market feedback, we can see that domestic brands are challenging foreign brands.