Quanzhou Children'S Shoes Industry Usher In Brand Revolution

September 17th hearing, entering the September, Quanzhou brand entered the spring and summer in 2011.

But there are several joys and worries.

In addition to a hot and colorful order, there are people who are anxious to contact agents everywhere. Facing the weakness of the brand in the market, even organizing an order will be difficult.

Most of them are cartoons that were once popular.

So, "cartoon dead!" became the industry's brief summary of the current Quanzhou children's shoes industry.

Recently, the ordering of children's shoes has been in full swing. However, the cartoon brand has encountered "Waterloo" in this wave of ordering, but some cartoon brands that have been popular in the children's shoes market are gradually fading out of the historical stage due to market pressure.

Among them, a well-known cartoon brand agent refused to take part in the order meeting because of the extremely depressed market sales.

The order of cartoon brand will eventually die.

The cartoon brand agent told reporters that in recent years, especially in the past two years, cartoon wind is going downhill, this trend is particularly evident this year.

On the one hand, the different versions of the cartoon brand on the market have caused people's aesthetic fatigue at the same time.

In addition, some brands of children's shoes with connotative appeal are ready to take off. This does not include some famous adult shoes and clothing brands.

Because of this, there are too many brands for customers to choose from. "Miss Dai, who is responsible for the order, will wear the batch mode. Today's customers are very realistic, and the market is bad. They will not get the order.

Cartoon brands are not good enough to sell. In this year's early propaganda of children's shoes ordering, we can easily find that children's shoes enterprises that once tied up their own brands and authorized cartoons have begun to "discriminate against others" and even have unloaded the "cartoon burden" directly.

For example, in the past two years, friends have been committed to the creation of their own brands, and both friends and Leo Dick will hold a new conference in the near future. But the original cartoon brands such as Spiderman don't mention a word in order.

There are many such examples. Apart from the decline of the cartoon market, another reason is that instead of spending a lot of manpower and material resources on these cartoon images, resulting in the company's laborious efforts, it is better to leave the cartoon brand and attack the independent brand.

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The end of cartoon era?

The huge posters of cartoon characters like Altman, flying girl, hooligan rabbit and so on, did not know when they had been removed from Wan Tai Sheng mansion. The only remaining "Babu dog" was particularly cold compared with the prosperity before.

The cartoon image used to be a sharp weapon for Jinjiang children's shoes and clothing enterprises to open up the market. However, after a spectacular cartoon feast, it has disappeared.

"Cartoon dead!" this is a brief summary of Ding Canhui's Jinjiang children's products industry.

Ding Canhui means that the cartoon image has not been able to cause too much consensus among children. Therefore, if cartoon images are used to pave the way for children's products industry, it is likely that they will fail or fail to form their own brand personality.

In fact, this view has been recognized and followed by more and more enterprises in recent two years.

Yao Yong, director of marketing at Altman (China) Limited, said that cartoons are like a popular culture and should disappear after the fashion.

From the analysis of children's character, children are always active, and interest is easily pferred.

Now children are relatively precocious, and the idea is quite different from before. "Compared with cartoons, children nowadays may prefer online games."

From the perspective of brand culture, a simple cartoon image can no longer meet the needs of upgrading the brand culture at present. The brand connotation should be a more realistic experience. For example, while satisfying the function, we should add healthy and technological concepts to the brand to enhance the added value of the brand.

Yao Yong added.

The era of children's shoes brand comes

It is not surprising that the "abortion" of the cartoon brand ordering society is generally considered.

This may only mean the end of the cartoon era, and Quanzhou children's shoes will usher in a brand new era.

The days of making brands and taking shortcuts through the cartoon image have passed. In recent years, from the perspective of the whole children's shoes industry, the vast majority of children's shoes enterprises in Jinjiang favor the creation of their own brands, and they are numerous and fruitful. POOVE takes the market place of "Youth Sports equipment experts" in one fell swoop, and the technology card which is always hit by the high tech people has left an impression on everyone. ABC's love tone has affected the children's shoes industry in Jinjiang valley.

These successful examples also let the latecomers strengthen their own brand long-term development plan.

Xie Jiasheng, Secretary General of the shoes Association of Fujian footwear industry association, believes that cartoon authorization often has some timeliness. If the price is given to people to get the authorized brand, they often feel that the initiative is controlled in others' hands. This is tantamount to dressing for others and working for others.

At present, the most ideal brand mode of children's shoes enterprises is independent + non cartoon. Yao Yong told reporters that non cartoon independent brands are more likely to tell stories, which is conducive to the long-term extension and cultural enrichment of the brand, although the cost of brand promotion is the highest, but the potential of the brand's future development space is unlimited.

In addition, he said, from the market trend and agent pressure on manufacturers, the independent cartoon is the development direction of most children's shoes enterprises. In the next two or three years, children's shoes in Jinjiang basin will soon usher in a brand change.