Children's Shoes Enterprises Should Use Marketing Means To Sing "Scientific And Technological Innovation".

On December 21st, a few days ago, China's first Summit Forum on children's products industry ended in Quanzhou. At the meeting, representatives from children's shoes enterprises from Mingwei, Nan Qi and Zhejiang, and renowned experts in China, launched a heated discussion on youth sports technology. In the eyes of industry and experts, sports consumption for teenagers market Not only the style, but also the style. science and technology 。 Many experts even put forward the view that domestic children's shoes enterprises need to learn to graft ready made scientific and technological achievements to innovate shoes, and to learn how to use them. Marketing Means to sing "technological innovation".

Then, how to realize the scientific and technological innovation of the youth movement and how to make technological marketing as a selling point? The industry hall has invited representatives and experts from the industry to discuss this issue.

　　 Youth sports should learn to bring "science and technology".

Jinjiang Economic Daily: at present, the international sports equipment enterprises are killing all over the world. High and new technology has penetrated into all products, and new theories and new technologies have been emerging. From training, anatomy to human science, and even aerospace technology, they are serving youth sports products. At the same time, young consumers have more and more scientific and technological knowledge to judge and select the commodities they need. Under such a premise, how should enterprises view technological innovation in youth movement and conform to the trend of children's products industry?

Pang Xiaozhong: the consumption of youngsters in the process of growing up is very considerable. It requires the highest technological content of goods, and the style of products it demands is the most fashionable. Although they do not earn money, they consume huge amounts of energy.

Many countries and organizations at home and abroad should focus on the production, development, health and education of teenagers. Make use of domestic and foreign scientific and technological strength, do well in independent innovation, improve our products. What is innovation? How difficult is innovation? Innovation is not only from scratch, but also good at transforming others' knowledge and technology into their products, which is the greatest innovation.

But technological innovation is not just a matter of several engineers in a company, but it is impossible for an enterprise to improve its R & D institutions. The more important task of enterprises is to make use of the public technology resources of the society and integrate the world's relevant scientific and technological forces to achieve their own scientific and technological goals. This is also one of the most commonly used means of international famous brands.

Zhang Congming: the biggest difference between the youth sports equipment and the adults is that the former is the growth stage of human beings, from zero to the peak, and the latter is the gradual degradation stage of human beings, from the peak to the zero. Youth sports equipment must highlight the characteristics that are conducive to promoting growth and development, and technological innovation can make the product have a more intuitive experience in showing the brand connotation. In the brand-new technology concept products, the introduction of new technology has realized differentiated operation, on the other hand, it has improved the entry threshold of market segmentation and ensured the brand's competitive advantage. {page_break}

For example, how can a small camel become the first choice for teenagers to cross the field? Products, as the first contact between brands and consumers, the connotation of off-road brands must be intuitively reflected on products. In order to achieve the perfect combination of fashion and function, camel brand has successfully introduced science and technology in the development of products. On the basis of studying a large number of young students' ergonomics and outdoor sports forms, the company first proposed 360 degree all-around protection technology for young people's outdoor sports. The products are characterized by skid resistance, wear resistance, folding resistance, waterproof and cold proof. After importing this technology, they can meet the multiple protection needs of young people when walking, running and climbing. It can be said that 360 degree omnipotent protection is not only a technology, it is not only a concept, but also a brand endorsement.

　　 Technology marketing is also a kind of communication.

Jinjiang Economic Daily: Nowadays, not only must we have the technological content, but also we should sing the technological content in order to achieve the ultimate conversion to high added value. How do you view the technology marketing of children's shoes based on technology?

Pang Xiaozhong: the two weapons of technological innovation and technology marketing are indispensable. Instead of turning research results into real products, the latter will become empty gimmicks. Without the latter, the benefits brought by the former can not be effectively enlarged.

Usually, we divide the field of sports products into four parts: one is material science; the two is ergonomics; the three is design and technology; four is technology marketing. At present, most domestic enterprises attach great importance to two aspects of materials science and design and production technology, and have no concept and deep understanding of ergonomics and technology marketing, especially in the packaging of scientific and technological marketing.

Do you know Do-win marathon shoes? Actually, Do-win marathon shoes are very good. Their R & D personnel always get first-hand information from the sports teams all year round, improve and develop new products, and 5 Chinese people wear their shoes when they win the Olympic and World Championships. Unfortunately, the marketing of this brand is not good enough.

　　 Gong Tai Sheng: we need to learn from foreign sports brands and jump out of a single advertising mode.

When Nike launched the air cushion shoes, it focused on advertising positioning and positioned it as "flying man" Jordan. Nike and the greatest basketball player in history, Jordan, signed a 5 year identical company, inviting Jordan as his brand spokesperson, creatively combining Jordan with Nike air cushion shoes, making Jordan the core of Nike's market strategy and the whole sports shoes and sportsmen, which not only greatly enhanced Nike's brand magic, but also created the best way for Nike company to display its new technology.

As now, Nike or Adidas have developed a series of new models for NBA stars. How many of them can be experienced by consumers? But in the eyes of consumers, their shoes are equated with the scientific and technological movement. When we buy sports products, they agree with their technology.