Wenzhou Children'S Shoes Make A Brand, The Whole Country Opened "More Than 200 Stores".

　　 recently In 2013-2014, China's footwear industry top 50 promotion competition is in progress. As of yesterday, the top 10 children's shoes brand awards were rated by the more than 200 children's shoes enterprises in the country. Among the top 10 children's shoes brands, Wenzhou children's shoes enterprises accounted for 4.

Although the share of Wenzhou children's shoes in the national market is not high now, only about 20%, but the trend is gradually strengthening. Urban iron bar children's shoes wholesale market is a microcosm. Two or three years ago, all the shoes sold here were Guangzhou shoes, but now Wenzhou's local brand children's shoes are increasing.

　 　 once brilliant

National market share 70%

When it comes to shoes, many people will naturally equate it with Wenzhou painting. Wenzhou children's shoes have also been brilliant.

Ye Shaozhong, Secretary General of Wenzhou children's shoes Association, said that in the late 90s of last century, children's shoes in Guangzhou and Shanghai occupied the leading position of the market with its new style and good quality. Wenzhou children's shoes are still in the initial stage of hard work. But gradually, the children's shoes in Wenzhou are going to the market with a low price and similar appearance.

"From 1990 to 1995, the market share of Wenzhou children's shoes in the whole country surged from 10% to 70%. At that time, the price of our children's shoes was low to only a few yuan, so that they could win at a low price and large volume. Yang Shichen, chairman of the Wenzhou children's shoes Association and chairman of Wenzhou forest king Shoes Co., Ltd., said that at that time, most of the wholesale markets of children's shoes in all parts of the country were shops opened by Wenzhou people.

　 brilliant After a few years, the market of children's shoes has started a movement, which makes Wenzhou children's shoe collectives collective. It was during the 2008 Olympic Games that the movement came into being. Meanwhile, students began wearing school uniforms to school. Yang Shi Chen said: "students' school uniforms are sportswear, while Wenzhou children's shoes are mainly fashionable and fashionable leather shoes, which are totally unmatched with sportswear. With the change of market trend, children's shoes in Wenzhou have been directly affected, and the market share has declined rapidly.

The brilliance of the past has been gradually fading away. The children's shoes Market in Wenzhou has been gradually replaced by children's shoes enterprises in Pujiang, Wenling and Fujian, which are good at producing sports shoes.

Rise now

Improving production technology and establishing brand image

Moreover, Wenzhou children's shoes have been fighting for the market at a low price and quantity. The construction of the brand is far inferior to that of Fujian and Guangdong, which has led to the rise of Fujian children's shoes enterprises, while the Wenzhou children's shoes are in a backward state. None of the enterprises has a particularly loud brand in the National Children's shoes market.

Ye Shaozhong said that after being hit by the market, the children's shoes enterprises in Wenzhou immediately realized the importance of the brand. Now not only has improved the production technology, is in the forefront of the country, but also began to focus on setting up corporate brand image, and gradually develop towards brand orientation.

In recent years, Wenzhou children's shoes have been working hard to establish brand image. Wenzhou Bibi Shoes Co., Ltd. invested about 1000000 yuan to publicize the brand image in 2012, and held a large-scale children's shoes show. Wang Xiuman, chairman of the board of directors, said that in the past two years, the emergence of the "post-80" hot mothers has changed the trend of fashion. Spicy mothers like babies' fashionable dress, which is just a new opportunity for children's shoes in Wenzhou. "So, in order to expand the brand influence of" Bibi ", I devoted myself to publicity. The show was very good at that time. "Bibi I" also became popular at that time.

This year, Zhejiang good example children's Articles Co., Ltd. invested 5 million yuan, and founded the "500CC" brand healthy children's shoes. "The original good example brand does the market wholesale, but" 500CC "walks the middle and high-end brand route, enters the shopping mall counter, the mother and child system special counter. In view of the characteristics of parents' attention to children's health, we should provide healthy and unique baby shoes to build brand. In just a few months, "500CC" brand children's shoes rushed out of Wenzhou, and entered more than 100 large counters, including Shanghai one hundred, Ningbo Yintai and other large and medium-sized shopping malls.

Now, "Bi Bi" has opened more than 200 stores in the whole country; "good example" has opened more than 100 counters in the large and medium-sized shopping malls in the country; "forest king" has dozens of outlets in the country; the "thousand Princess" has been developed in many electronic business platforms such as Taobao, Alibaba, Jingdong, patting, vip.com and so on, and has more popularity in the field of electric business; "you an", on the basis of its own brand stores, will also cooperate with children's wear brands to enter the sales of children's wear brand stores.

　 Future embrace

Unified standard to promote overall image

"Bibi I" through the large-scale children's shoes show brand; "good example" innovative brand; "Ben Zi", "forest king" with quality and technology brand; "small country" to create brand out of the country; "thousand Princess", "Xiao Village pigeon" from the electricity market to foster brand.

Children's shoes enterprises in Wenzhou have developed their own brand through their respective channels, but they still do not forget the development of Baotuan. Last year, the Wenzhou children's shoes Association held together to create Wenzhou children's shoes brand operation center, No. 1 children's shoes shopping center, and the delivery of international Taobao City, etc., showing the brand image of Wenzhou children's shoes, and strengthening the brand of children's shoes in Wenzhou.

Ye Shaozhong said: "most of the children's shoes enterprises in Wenzhou are small and medium-sized enterprises, and the strength to fight alone is not as strong as that of holding together. Our children's shoes Association will integrate resources and share platforms. Like one hundred shopping malls, we have a dozen member enterprises to enter, so that the momentum of Wenzhou children's wear brands will be strong.

This 2013-2014 annual selection of Chinese footwear brand events is also a good opportunity for Wenzhou children's shoes enterprises to develop together. There are more than 20 of them. At present, Wenzhou's "Ben Zi" ranks second.

Not only such Yang Shi Chen revealed that in order to establish the brand of Wenzhou children's shoes, the chamber of Commerce will also regulate the industry. In view of the problem of irregular codes of shoe last and sole, the next step will be to formulate industry standards. It will also unify the specifications of the shoebox and print the unified logo of the Wenzhou children's shoes Association, so that consumers can see that this is Wenzhou children's shoes and enhance the brand image of Wenzhou children's shoes.