Fine Differentiation Has Gradually Become A Sharp Edge For Shoe Companies To Split Children'S Products Market.

along with

Ma Defeng, marketing director of Mingwei small camel believes that

If squirrels want to eat nuts, they need to know where the nuts are and when the nuts will mature.

The squirrel who wants to eat nuts also learns how to jump.

If one part fails, the squirrel will not eat nuts. "

Ma Defeng said that after the market segmentation, the brand of children's shoes is like a squirrel. The brand should not only find the target consumer group, try to find out the psychology of the target consumer group, but also have a clear idea of how the brand should be popularized.

At the same time, children's shoes brand should do well in research and development of products, and practice "jumping" skills well.

"If the product style is consistent with the brand concept, consumers will be able to recognize the brand."

He said.

In terms of market segmentation, Chen Shengbing, deputy general manager of Kasiron (China) Limited, also emphasized that the market segmentation of children's products is different from that of the adult market. Therefore, we can not only see the dark horse coming out of the blue shoes of the adult shoe market. After all, there are many differences between the children's shoes and the adult shoe industry in many aspects, such as product structure, marketing mode, and so on. The dual consumer demand of parents and children is a special case.

For example, when locating children's shoes in a subdivision area, enterprises first need to give their parents, that is, the guardian's idea of the brand and the sense of the product, and then extend their feelings to the consumers of real consumer products, the children.

These need to be weighed in the subdivision of children's shoes. After all, children's products industry chain has its special characteristics.

Chen Binggao, deputy general manager of Wan Tai Sheng (China) Co., believes that in fact, for the outdoor brand of children, starting from this market segment, it means following the natural law of the survival and development of the brand, first defining the brand personality through product support and market segmentation.

People in the industry say that children's shoes enterprises should understand their brand's target market and consumer groups.

In the face of target consumer groups, children's shoes brands should establish product style as early as possible, and have their own clear market positioning, so that they can take a step in the changeable children's products market.

This can be found in Ming Wei small camel and Diem these children pioneers on the body to find a few distinctive marks.

In 2009, Mingwei made a clear positioning for its small camels. The American youth off-road equipment, extending the operation of the small camels around the outdoor shoes, clothing and accessories of young people, focused on the products. After that, camel American junior cross country equipment actively promoted events and set up the equipment research and Development Center of the "China Youth outdoor sports reserve base", deepening the brand positioning through a series of marketing strategies.