Perspective On The Quality Development Of Children's Shoes Industry In China

In July 1st, the first mandatory national standard "children's rubber shoes" will become effective. The introduction of this standard will have a significant impact on children's footwear industry in China. It will enhance the safety of children's shoes while promoting technological innovation in children's shoes industry.

"The participation of brand children's shoes enterprises will make China's footwear standards more rationalized, and it is also of great significance for the development of children's shoes industry in China." A company member who participated in the standard setting meeting told reporters that at present, most of our country Children's shoes Enterprises are producing children's rubber shoes, the new standard will provide a mandatory basis for safety and health of children's shoes products.

On the eve of the June 1 children's day, the AQSIQ announced the results of state supervision and sampling of 80 children's shoes produced by 80 enterprises in 6 provinces and municipalities directly under the central government of Shanghai, Jiangsu and other provinces, with a pass rate of 82.5%, involving children's leather shoes, Leather Sandals Travel shoes and many other products. It is reported that the sampling quality problems mainly involve free formaldehyde, appearance quality / sensory quality, wear resistance, hardness of the outsole, the pull out strength of the upper, the peel strength of the bottom wall and the peel, the color fastness of the lining and the inner pad, and so on.

Large space for development and new opportunities

With the help of animated images, the hearts of children are promoted. Children's shoes Market And the development of industry is becoming the driving force for the rapid development of children's shoes industry in China. In recent years, some children's shoes enterprises in China have introduced world-famous cartoon characters, such as Altman and Dora A dream, to the children's shoes through the form of rental copyright, which not only promoted the brand, but also promoted the prosperity of the children's shoes market. The product of "pleasant goat and grey wolf" is also replicating this model. However, whether this form of rental copyright is beneficial to the long-term development of Chinese children's shoes is still questionable. Wei Yafei, director of shoe making office of China Leather Association, pointed out that as an important part of China's footwear industry, children's shoes industry has made great progress and development in recent years. Although it is not satisfactory in brand publicity and external image, the development of children's shoes industry is still very large through integration with the animation industry.

According to statistics, there are about 200 million children under 16 years of age in China, accounting for 15% of China's population, and about 16 million of the newborn babies are born every year. Expert analysis, the domestic children's shoes industry has entered the golden period of development, the market has about 30 billion of the scale. With the increase of consumption level, many families spend 40% of their spending on children, especially now that only one child families are in the majority. This determines that this special consumer group has great potential.

Chen Shuqing, the head of China children's shoes net, said that with the attention of the society to the children and the brand recognition of "health and safety", the speed of children's shoes industry being stronger and bigger is speeding up. With the continuous improvement of the quality of life, people's pursuit of shoes like this product has entered a higher level. It is not enough to be comfortable and beautiful, but it must also be environmentally healthy. With the increasing number of single children, parents have more and more strict requirements for children's shoes. Therefore, at present, children's shoes enterprises in China are facing new opportunities to create shoes suitable for Chinese children and will become the starting point for the new journey of children's shoes industry.

At present, there are mainly 3 production bases for children's shoes in China, namely, Wenzhou, Guangzhou and Quanzhou. From the national 3 children's shoes manufacturing base, Wenzhou is the largest medium and low grade children's shoes production base in China, while Guangzhou is the production center of middle and high grade children's shoes. Quanzhou is the main base for producing children's sports shoes.

Wei Yafei told reporters that China's children's shoes industry has already seen some industrial clusters, including Fujian, Nanan, Quanzhou, Shanghai, and Wenling. The heads of children's shoes enterprises in these areas are mostly confident of the development of the industry, and the quality of products can meet ordinary consumption. Generally speaking, the development of children's shoes industry in China starts late, and the scale of enterprises is small, and the R & D and product innovation have some difficulties. The strength of talent gathering is not enough. Compared with the international advanced level, there is still a big gap.

The gap between details is more, innovation is the key.

China's huge consumer groups have made more and more enterprises enter the field of children's shoes, and famous foreign children's shoes brands have begun to march into China. Compared with children's shoes made in the world, the gap between children's shoes and children's shoes is mainly reflected in the understanding of children's shoes. The gap between products is mainly reflected in the use and function of materials. Wei Ya Fei pointed out that the production equipment, production technology and manufacturing level of children's shoes in China are at the same level as the international level, but there are still gaps in the details of the processing and function setting. The core reason is that the research is not thorough enough, and the characteristics and characteristics of children are not fully considered.

For example, in such a small detail of shoelace, there are many innovations and technologies in foreign products. Under normal circumstances, the domestic children's shoes are mainly sticky buckle, while foreign children's shoes are fastened only by a twist, which effectively considers the characteristics of children's small hands.

Such details are everywhere. If children's sneakers in China usually look very thin and children's sandals are exposed in front of them, these are easy to hurt their feet. Foreign products are very thick, full and safe. In addition, foreign children's shoes and heels are heels, shoes are shoes, soft bottom is the main and comfortable, while many domestic products are mashup version, basically a miniature version of adult shoes, and some even have a 2 centimeter heel.

When talking about the healthy development of China's children's shoes industry, people in the industry have said that domestic children's shoes enterprises should pay more attention to technological innovation in production and marketing. The consumption characteristics of children's shoes are quite different from those of adult shoes. Adults are more concerned with styles and brand personalities, while children's products pay more attention to healthy growth. At present, domestic children's shoes are not enough in the innovative technology of shoe shape, function, material and so on.

Experts say children's shoes enterprises should strengthen their research on shoe last. In the past, most of the shoe last and shoe models of children's shoes were reduced versions of adult shoes. This situation is no longer in line with the current market demand.

The weak standard of safety is the key {page_break}.

It is understood that the basic requirement of the upcoming "children's rubber shoes" standard is to protect the healthy growth of children. Especially infants and young children under 36 months old. Because this group can not judge whether the shoes they wear are appropriate, it is necessary for enterprises to give more consideration to protection and healthy growth in product design and production. Such considerations also include older children. Many teenage foot deformities are related to shoes. Safety includes two aspects: hygiene and physical safety. Physical safety requirements include strict restrictions on sharp fittings, strict security of metal fittings and so on. Attention to health and safety is a comprehensive consideration of the new standard. The new standard will put forward higher requirements for children's shoes enterprises, including raising the threshold for raw material purchase.

Before the formulation of this national standard, the classification of domestic shoes was basically classified according to rubber shoes, cloth shoes, leather shoes and pure plastic shoes. From the 80s of last century, there was a way to divide them according to their usage, namely, according to the categories of sports shoes, shoes and sandals, and children's rubber shoes had not been unified one standard, which did not meet the needs of industry development and market.

"After the implementation of the new standards, the standards of children's shoes in China are more new, but on the whole, the standards of children's shoes in China are not very perfect." Wei Ya Fei said that China must set up a standard system for children's shoes as soon as possible, instead of simply applying adult shoes standards to children's shoes, or making children's shoes according to adult shoes. This is not conducive to the improvement of children's shoes safety.

The health function of shoes is related to the basic protection for children's feet, such as comfort, shock absorption, skid resistance and balance. At present, a national public welfare project "China children's foot type research database" is being built. The establishment of the database will make up for the vacancy in the industry and solve the problems of low level of technology, lack of technical content, and marketing of science and technology, and so on, so as to promote the overall upgrading of children's shoes industry in China.