In the increasingly fiercely competitive apparel industry, if there is still a last "gold mine" that has not yet been developed, then the field of non-children's shoes is the only one. The attractive prospects of the children's footwear market have made many sports brands "mouth". Just at the same time that Belle announced its entry into the children's footwear market, Xtep, which specializes in fashion sports, also disclosed information to enter the field in its mid-term report. Prior to this, Anta, the city's first three-to-one plans to do a good job early development of children's products and terminal layout. Except, in recent years, Quanzhou brands such as Anta and Septwolves have started to extend their reach to children's shoes and other fields to participate in the children's products market. The children's market has become a new profit growth point for these adult brands. Some experts believe that with the intervention of new forces, the reshuffling of domestic children's shoes and clothing market will soon begin, and the situation of domestic children's shoes and clothing brands “have no head†will soon be broken.
The new round of competition is not simply reflected in the price or the manufacturing capacity of the competition, more is reflected in the brand's overall competition. In the face of a new round of brand competition, how should domestic children's shoes enterprises do a good job in branding children's shoes? How can we stand out in a new round of competition and how can we make existing children's shoes brands bigger and stronger?
Subdivision of children's shoes group market to do a good job children's shoes brand must first subdivide the children's clothing group market. The market is still that market. The difference is that the market needs specific segmentation. Only when the group is clearly defined can it benefit the company. The children's wear market can be divided into 0-year-old baby clothes, 1-3 year old children clothes, 4-6 years old children clothes, 7-9 years old children clothes, 10-12 years old children clothes, 13-16 years old juvenile clothes. 6 market segments. The main purpose of such a subdivision of children's shoes is to address the differences in the psychological, physical, and growth characteristics of children at different stages of their 0-16 years of development. In the process of children's growing up, the psychological consciousness gradually evolved from being unaware of consciousness to being rebellious. The effective grasp of the process will determine the differences in the style and materials of children's shoes at different stages. At the same time, to do a good job of children's shoes brand from China's national conditions, only two ages of clothing is no taboo, one is the infant group, the other is the elderly group. Do a good job of branding children's shoes, so from the style and color of clothing can be said to use "unbridled" words to describe. This is the typical psychological and physiological characteristics of infants and young children.
Positioning children's shoes brand market consumers do a good job of children's shoes brand is to locate the children's shoes brand market consumers. The biggest difference between the children's footwear market and the adult market is that there are two kinds of consumers in the children's footwear market. One is children of children's shoes and children's clothing, and the other is children who purchase children's shoes and children's clothing. And the staff is the parent of the child. Doing this kind of speciality of children's wear brand children's shoes products raises the problem of brand promotion. Is it the lock-in user's child or the child's parent? After all, the judgment and decision-making power of the two are vastly different.
The younger children have weaker self-consciousness, and the older children have stronger self-awareness. From this point of view, consumers in infancy and early childhood should be parents rather than children. In the range of children to young children, children’s awareness becomes stronger and stronger, and the self-selection awareness becomes stronger. This leads to the increase in the age of children and the tendency of the consumers in their markets to move closer to the children themselves. The trend and changes in the brand of children's shoes will determine the tone of the manufacturer's products. Marketing emphasizes efficiency, that is, companies should sell products to consumers in the shortest time. The most effective way to leverage this market leverage is to find the right fulcrum. For children's shoes, this fulcrum is the precise positioning of the brand and meets the needs of consumers.
The new position of the brand of children's shoes, perspective, good children's shoes brand is the last to clear their own brand line. Children's footwear products are based on age, and users' psychological awareness is becoming stronger, so their will to choose products is stronger. Relatively speaking, parents who are decision makers are being transformed from decision makers and executives to staff advisors. . Therefore, good children's shoes brand positioning for children's clothing products is completely different, for infant products should be located in the parents, and for children more than the product should be returned to the children themselves.
Doing a good job in brand positioning for children's shoes: There are two major categories of products in the children's footwear market. One is the proliferation of low-priced goods. These products have no brand awareness and are heavily flooded with the market; the other is high-end goods, taking the brand line. However, in the real life, because the children and the group grow up in the process of their own, their psychology and physiology are in a period of high-speed changes. Making good children's shoes brands leads to a shorter product cycle than the adult market, and even parents are When making a decision to purchase, there is a temporary improvised idea because the child's body grows and changes every year. The existence of a large number of children's shoe brands has led consumers to choose the most cost-effective products as the first choice when purchasing products, because even if such clothes are discarded, it is not a pity.
The new round of competition is not simply reflected in the price or the manufacturing capacity of the competition, more is reflected in the brand's overall competition. In the face of a new round of brand competition, how should domestic children's shoes enterprises do a good job in branding children's shoes? How can we stand out in a new round of competition and how can we make existing children's shoes brands bigger and stronger?
Subdivision of children's shoes group market to do a good job children's shoes brand must first subdivide the children's clothing group market. The market is still that market. The difference is that the market needs specific segmentation. Only when the group is clearly defined can it benefit the company. The children's wear market can be divided into 0-year-old baby clothes, 1-3 year old children clothes, 4-6 years old children clothes, 7-9 years old children clothes, 10-12 years old children clothes, 13-16 years old juvenile clothes. 6 market segments. The main purpose of such a subdivision of children's shoes is to address the differences in the psychological, physical, and growth characteristics of children at different stages of their 0-16 years of development. In the process of children's growing up, the psychological consciousness gradually evolved from being unaware of consciousness to being rebellious. The effective grasp of the process will determine the differences in the style and materials of children's shoes at different stages. At the same time, to do a good job of children's shoes brand from China's national conditions, only two ages of clothing is no taboo, one is the infant group, the other is the elderly group. Do a good job of branding children's shoes, so from the style and color of clothing can be said to use "unbridled" words to describe. This is the typical psychological and physiological characteristics of infants and young children.
Positioning children's shoes brand market consumers do a good job of children's shoes brand is to locate the children's shoes brand market consumers. The biggest difference between the children's footwear market and the adult market is that there are two kinds of consumers in the children's footwear market. One is children of children's shoes and children's clothing, and the other is children who purchase children's shoes and children's clothing. And the staff is the parent of the child. Doing this kind of speciality of children's wear brand children's shoes products raises the problem of brand promotion. Is it the lock-in user's child or the child's parent? After all, the judgment and decision-making power of the two are vastly different.
The younger children have weaker self-consciousness, and the older children have stronger self-awareness. From this point of view, consumers in infancy and early childhood should be parents rather than children. In the range of children to young children, children’s awareness becomes stronger and stronger, and the self-selection awareness becomes stronger. This leads to the increase in the age of children and the tendency of the consumers in their markets to move closer to the children themselves. The trend and changes in the brand of children's shoes will determine the tone of the manufacturer's products. Marketing emphasizes efficiency, that is, companies should sell products to consumers in the shortest time. The most effective way to leverage this market leverage is to find the right fulcrum. For children's shoes, this fulcrum is the precise positioning of the brand and meets the needs of consumers.
The new position of the brand of children's shoes, perspective, good children's shoes brand is the last to clear their own brand line. Children's footwear products are based on age, and users' psychological awareness is becoming stronger, so their will to choose products is stronger. Relatively speaking, parents who are decision makers are being transformed from decision makers and executives to staff advisors. . Therefore, good children's shoes brand positioning for children's clothing products is completely different, for infant products should be located in the parents, and for children more than the product should be returned to the children themselves.
Doing a good job in brand positioning for children's shoes: There are two major categories of products in the children's footwear market. One is the proliferation of low-priced goods. These products have no brand awareness and are heavily flooded with the market; the other is high-end goods, taking the brand line. However, in the real life, because the children and the group grow up in the process of their own, their psychology and physiology are in a period of high-speed changes. Making good children's shoes brands leads to a shorter product cycle than the adult market, and even parents are When making a decision to purchase, there is a temporary improvised idea because the child's body grows and changes every year. The existence of a large number of children's shoe brands has led consumers to choose the most cost-effective products as the first choice when purchasing products, because even if such clothes are discarded, it is not a pity.
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