Fujian Children'S Shoes Plastic Brand Action Trapped Double Sided Attack

July 15, China children The supplies industry is ushering in a best and worst era.

It's the best because of Chinese children's products market It's a huge cake. According to a CCTV survey, there are about 380 million children in China, accounting for 28% of the total population, while the proportion of urban children's consumption in total household expenditure has exceeded 33%. According to statistics, the market value of China's children's market will reach 200 billion yuan.

It's the worst because of the current children's products compete More intense than ever. Haixi children's shoes enterprises are not only facing the siege of foreign children's shoes brands such as Mickey and Babu, as well as the rush of international sports giants such as Nike and Adidas, but also facing the sweep of domestic first-line sports goods brands such as Li Ning, Anta and 361DU. Local new brands are constantly emerging, foreign brands are aggressively attacking, and adult brands are scrambling for the beach.

Although it is in a state of double attack, it must be a powerful impetus for Haixi Children's Shoes Co., Ltd. After the brand war, most children's shoes enterprises in Haixi have sounded the horn of terminal channel upgrade this year.

Opportunity under the double attack

A recent survey data shows that China children's shoes About 70% of the market is non brand competition, 20% is imported brand children's shoes, and only 10% is domestic brands. It can be said that foreign children's shoes brands have almost monopolized China's children's shoes market, accounting for half of the country.

Faced with the eyeful of foreign and domestic big brands, Haixi children's shoes enterprises are in a state of double attack. It is precisely in such an urgent period that many enterprises are forced to decide to give up other businesses and concentrate on independent brands. As Zhang Zhiming, general manager of Baba Dou Children's Shoes, said, Baba Dou has taken a lot of detours in brand development. In the past, it used to do foreign trade and wholesale. When the enterprise made money, it did not pay special attention to its own brand. Nowadays, the situation of foreign trade has changed, and the only way out for children's shoes is to take independent brands. If we don't sprint, we will be eliminated by the market.

The entry of sports brands into the children's products industry is just conducive to the Haixi children's shoes enterprises to open up another differentiated route, because both Nike and Anta follow the sports route in the field of children's products. Haixi children's shoes enterprises can find their own way in campus, outdoor, leisure, fashion, European style and other styles.

Gospel of 130 million loan

The children's shoe industry joked that brand To seek death is to wait for death. In order not to wait for death, everyone had to "seek death". The reporter found that this year, more and more children's shoe enterprises are committed to playing their own brands, and the internal and external software and hardware resources that enterprises need to invest are also growing. As Zhang Congming, the chairman of Jinjiang Mingwei Shoes Co., Ltd., said, brand is the embodiment of an enterprise's comprehensive strength. The core competitiveness of a brand comes from the enterprise's "internal" and "external" factors, including product quality, research and development technology, business management, corporate culture, etc; The external cause is the construction of the brand's core value, brand market power, brand culture power and radiation power. Therefore, to do a good job of brand and expand the terminal, we can't do without strong funds and talents.

Recently, a good news has finally come to Fujian's children's shoes industry: Minsheng Bank will make an exception in lending 130 million yuan to Fujian's children's shoes industry, which will undoubtedly prepare rich food for the competition of children's shoes brands in Haixi. The amount and form of loans can be customized according to the actual situation of enterprise brand development. The loan time and conditions are more flexible, which is equivalent to opening a green channel for children's shoes enterprises. " Xie Jiasheng, secretary-general of Children's Shoes Branch of Fujian Footwear Industry Association, said that loans were welcomed by a number of children's shoes enterprises, but some enterprises expressed concern about whether to invest in brands and how much to invest. At present, they are still hesitating.