Quanzhou Children'S Shoes Enterprises Integrate Resources To Create "Shoes And Clothing Integration"

　　 The sprint of the brand forced the transformation of the children's shoes industry in Quanzhou to the "comprehensive children's living hall", forcing them to continue to integrate resources and enrich product categories: from the horizontal integration of leather shoes, cloth shoes and other footwear resources to enter the vertical direction. Footwear integration Project.

As the industry says, now Children's products Brand competition is also a competition among resources. Whose? Resource integration The better, the better the winner.

Children's clothing, up or not?

Whether children's shoes should be dressed in children's clothing? The answer of the industry is affirmative. But there are many failing lessons in Quanzhou's children's shoes industry at any time. Kasiron is one of them. Ding Canyang, chairman of Kasiron (China) Limited, admitted that two years ago, if they hadn't stopped brakes, they might have suffered serious losses.

It turned out that, as early as 1998, in the industry's integration of shoes and clothing wind blowing hot, Ding Canyang also decided to conform to the trend of the times, on the basis of children's shoes, horse clothing. When it comes to the designer, proofing and ordering of children's clothing, when it is just beginning, Ding Canyang suddenly feels bad after the mass production of clothes. "Clothing is not so simple. It's not that you design clothes, people can make them. This is actually a huge project." Ding Canyang now recalls that at that time, there was a lack of rigorous market research, and the two was that the terminal channels had not kept up. In such a situation, rushing to the clothing items could only lead to a dead end. This is indeed the case. It is reported that another children's shoe enterprise launched in the same year has lost tens of millions of dollars because of its lack of planning because of its blindness.

This year, Kasiron once again announced the integration of shoes and clothing. "This time, we are no longer blind, but through rigorous market research and channel upgrading." Ding Canyang said that the integration of shoes and clothing must be the trend of the times. Now that the competition for children's industry is so fierce, it will be too late to do so this year.

A long way to integrate resources

"The competition for children's product brands is also a competition among resources. Whoever has the better integration of resources will have the advantage of winning. " Yang Jingping, general manager of foot friend.

Therefore, the competition of children's shoes brand is also the competition of resource integration. This is evident from the development of our company. According to the introduction, three years ago, after the official upgrading of the "foot friend" brand, foot friend company has set up the Wenzhou department and clothing department to support the building of the brand system. On the one hand, foot friends need to extend the subdivision of leather shoes and cloth shoes on the basis of original sports shoes. On the other hand, enterprises need to extend the corresponding categories of clothing, accessories, toys and so on to support the creation of "foot friend children's life hall".

In view of the industry mostly buying samples, Yang Jingping insisted on investing heavily in R & D. At present, all kinds of leather shoes and clothing categories of foot friend company adopt their own way of forming R & D team. "Otherwise, they are all buying samples, and product differentiation and brand personalization can not be reflected." Yang Jingping said leather shoes and clothing are two new fields for him. He should not only learn from himself, but also lead his team to study together.

Not only that, the reporter also learned from the industry that at present, Quanzhou's Bumblebee brand has formed a strategic partnership with a brand in Wenzhou, thus complementing resources and bringing new vitality into the production and development of leather shoes and sports shoes.

In the wave of resource integration in the children's shoes industry, the industry has raised its own concerns. "Because there are already many well-known brands of children's clothing in the Chinese market, such as Parker lane, piglet, Green and so on, if they want to surpass them in terms of design style, brand recognition and consumer recognition, there is still a long way to go for children's shoes enterprises." Lv Fuqiang, an industry insider, said that, especially when shoes and clothing are being used in children's shoes enterprises, they may be under pressure from agents. Sometimes they are reluctant to place orders because they are "too expensive" and "unattractive in style." At this time, the attitude of the enterprise is very important. Through the improvement of enterprises' quarterly products and the continuous running with agents, they can finally grow and grow.

First positioning and post integration

At the beginning of this year, the "Camel" brand launched by Mingwei company of Jinjiang was listed on the market and was directly integrated into the "shoes and clothing integration". "Clear positioning, our resources integration is very clear, outdoor children's shoes with outdoor children's clothing, and no longer need other types of clothing, do not need to extend the leather shoes products. In this way, we have achieved a definite goal. Jinjiang's Mingwei Co., Ltd. deputy chief Ma Feng Feng said that at present, the camel's more than 300 terminals have been basically profitable, and this month's sales volume has exceeded 200 thousand yuan, and there are more than 50 terminals.

The reason why camels earn profits in a short time is attributed to their very clear high-end positioning, which is to create an outdoor concept. Ma Defeng pointed out that shoes and clothing are two different attributes. The reason for the success of the adult sports category is that the shoes and sportswear are highly consistent in the wearing function and the use occasions. In other adult shoes, the necessities of shoes and clothing are decreasing. At the children's group level, because of the convergence of dress function, there is no strong demand for the necessities of shoes and collocation. Therefore, it is difficult to match the shoes and suits with shoes and suits, sports shoes and sportswear. It also makes children's shoes brand more difficult for children's clothing style positioning, style characteristics, materials, technology, price and so on. Hold.

　　 Therefore, Xie Jiasheng, Secretary General of Fujian Shoes Industry Association Children's shoes Association, suggested that children's shoes enterprises should expand their category and combine their own brand positioning, and then support the corresponding clothing and accessories on the basis of positioning. Otherwise, in the field of children's wear, children's shoes enterprises can only lose themselves.