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Small children's shoes can be made into a big industry (Lv Zhen Zhen / photo) Summary 2010 Quanzhou children's shoes industry, set off a vigorous "card making" campaign. Accumulate a well-to-do children's shoes enterprises, spared no expense to come to all kinds of stars play an ambassador; into research and development of independent innovation, the product line into a full system integration of shoes and apparel, support from providing a one-stop service of large sales terminals; The layout of the country set point, the order will be moved to the target market. The multi-pronged role is very clear, Quanzhou shoes industry in the year to achieve a major transformation and a new leap forward. The emergence of children's products Living Museum In 2010, the era of separation of children's industries princes in the baby products market in the context of the big bang, chaos in the chaos, children's shoes enterprises have to promote the integration process of shoes and apparel, children's one-stop service more and more Popularization: The first batch of Hornet shoes and apparel stores unveiled in succession throughout the country, Cardin launched the three major autumn 2010 fashion series, ABC brand children's shoes after the integration of resources for the introduction of spring and summer apparel series launched in all parts of the country one after another Market, Cambridge, "the campus influx of people first brand" shot fired, Tutu children's shoes in the spring new seminar officially launched Tutu children's clothing and so on. Many children's shoes enterprises have launched the children's clothing project. With the children's shoes, children's clothing industry in Fujian into one, many brands in the terminal also made a bold attempt. Not only by hiring a designer team or directly grafting children's clothing brand, to overcome the talent in the development of children's clothing and innovation, but also through the integration of a wealth of products to create a wide range of children's Living Museum. Road Leopard brand spread monopoly system, the introduction of "health experiential" marketing model, so that more parents, children understand and feel the road Leopard series of health products brought by human care. Kadin in the terminal into the Kadoorie sports apparel monopoly system, to create Kadin China Youth Living Museum, from land and air fully rolled out across the board to enter the domestic market. Quanzhou Yonggao Sporting Goods Co., Ltd. has also successfully launched "Y-16 Youth Sports Hall" and developed a new product integrating shoes, clothes, sports equipment, stationery, toys and other products, A generation of living museum. Millions of dollars hired celebrities 2010, Quanzhou, the use of celebrity shoes enterprises to help out the brand building trend intensified. Quanzhou Yonggao Sporting Goods Co., Ltd. invited Olympic children's star Lin Miao to help out with a 7-digit figure. Li Yuchun, Liu Xuan, Pan Yang and Ning Danlin were the ambassadors of the brands such as Seva Hui, Gang Deng, Cambridge, Shu Deng, etc. Appear in many brand promotion activities. These ambassadors are not children entirely. Chen Shuqing, secretary-general of China Children's Products Research Center, believes that the means of brand promotion of Quanzhou children's shoes are being promoted from the earlier years with the promotion of cartoon images to diversified forms such as celebrity and adult. This is also a manifestation of the diverse needs of the market. In early years, the children's shoes industry has a weak foundation. For the "sudden development" of high-priced contract stars, they have no choice but to continue using the more "cost-effective" cohesion mode, namely the "cartoon endorsement" mode. In the "cartoon endorsement" model with the help of the children's shoes industry has gradually passed the embryonic stage, and began to develop high-end brand level. In recent years, more and more children's shoes enterprises embarked on the "child star + advertising" own-brand development Avenue. Driven by the star effect, children's shoes brand image gradually formed, the brand influence has also been greatly improved. With the infiltration of children's shoes brands into the adolescent market in recent years, the ambassadors influencing this age-market can no longer be completely confined to children's stars. Some of the stars of youth idol drama naturally assume a new mission. Orders will be moved to the target market In 2010, Fujian children's shoes brands will be ordered to move to the target market, the regional order will be leveraging the domestic market investment tool and into the national market springboard. Chen Shuqing, director general of China Children's Products Research Center, said that the early order of children's shoes was the ordering effect. National agencies were invited to conduct a meeting to study the orders. Often dozens of individuals were small-scale and influential. Regional markets and secondary agents Business basically can not be covered, radiation. Especially for those who want to make a difference in the national market, this mode of operation is undoubtedly lagging behind. Therefore, last year, many children's shoes brand began to adopt a variety of ways to enhance the brand influence, and order pattern changes, it is these want to further expand the national market, the children's shoes brand adopted by the response. Regional orders will take the form of local media coverage, through the pre-promotion and post-Merchants, to bring the help of the regional market is great. On the one hand, enterprises can make concerted efforts with agents all over the country to deeply cultivate the regional market, help the old customers to rectify and upgrade, and let new customers start to understand or even accept the brand of the enterprise and expand the brand's share and brand awareness in the local market. On the other hand, enterprises can speed up the mutual exchange and experience sharing among distributors at all levels through field visits, expedite the completion of channel layout such as terminal image shops and terminal team building, and further promote terminal sales results. Adopting this effective ordering method, there are a large number of children's shoes brands such as ABC, Yonggao, Tailing, Leopard and Yuko. With the organization of regional orders, the team management, terminal construction, brand Publicity and other capabilities have been upgraded, and provided the sample support for the operation of other domestic markets. The establishment of a national public welfare project for children's foot-shaped database The "China-made children's foot-type research database" entered the stage of the simulation census in 2010, which is the first time for our country to conduct a survey of children's foot-type census. The launching of this project also means that the production of children's shoes in China To have the industry standard test data era. According to the project's idea and person in charge, the National Leather and Footwear Industry Productivity Promotion Center Technical Director Qiu Li introduction, this is the only time our country specifically for Chinese children's foot type research, the project will fill our country in children's foot type data The gap in the field of children's shoes to make up for the foot and the last, the foot of the relationship between the basic theory of the deficiencies will help enhance the comfort of our children's shoes, health and the overall level of technology to accelerate the standardization of children's shoes, standardization And parts assembly process. Therefore, the establishment of a new type of foot database has gradually become China's footwear industry in the new round of market competition, seize the development of the top priority. According to the person in charge of the project organizer, the preparation of the database has obtained the active cooperation and support from the children's shoes enterprises in Quanzhou and Zhejiang in addition to the comprehensive technical support from a number of related national research institutes and institutions. Last year, some children's shoes enterprises, together with some universities and research institutes, jointly promoted their own foot research projects and developed their own independent intellectual property rights. Among them, the research project "Development and Industrialization Based on Children's Sports Shoes Structural Health System", a key research project funded by the Quanzhou Enterprise and China Leather and Footwear Research Institute, has entered the research and operation stage. Gathered a number of well-known industry experts in the enterprise research center, with the China Leather and Footwear Industry Research Institute on the foot and shoe last matching system modules, shoe parts structural design module, shoe system of the preferred system of three Part of the joint study. National Leather and Footwear Industry Productivity Promotion Center Technical Director Qiu Li told reporters that the health function of shoes related to the basic protection of children's feet, such as comfort, shock absorption, skid resistance and balance. The project will focus on children's physical function and sports characteristics to study and design shoes function. Enterprises also applied for the development of the project to declare the company has completely independent intellectual property rights of the national patent "with a protective balance of anti-skid children's soles." The patent for children's development and sports characteristics, into the shoes for shock absorption, plantar pressure, support performance and so on to try on the experiment and analysis of the results, the use of multi-index comprehensive evaluation method to establish a shoe health assessment system. Ming-wei shoes and apparel Co., Ltd. has also obtained national patents through independent research and development. The company recently successfully developed the first pair of Chinese children's growth correction shoes, which children's shoes with healthy foot protection function of children's growth correction shoes. In addition, the first stage of the scientific research project of "Plantar pressure analysis and foot type parameter measurement of walking of normal children aged 4-12 years in China, jointly carried out by Europe and the United States Dragon Group Tutu shoes and Beijing Sport University basically completed in 2010. The project aims to reveal the distribution characteristics of plantar pressure in children aged 4 to 12 years of age and its mature mechanism and law of maturation. Develop sub-product standards In December 2010, "children's casual shoes," Fujian Province, the local standard validation meeting held in Quanzhou. According to reports, the standard from January 2010 by the relevant departments, through layers of reporting and drafting amendments, during which several technical seminars held. After four solicitation seminars, the final draft standard opinion, brought to the expert group for approval. It is understood that the current domestic footwear industry standards, children's shoes can be divided into leather shoes, sandals and sports shoes three categories. With the year-by-year expansion of the children's shoes industry scale and the enterprises' branding, the current children's shoes area urgently needs a large platform for enhancing information exchange and standardizing the development of the industry in order to promote the healthy and rapid development of children's leisure shoes manufacturing industry in our province. So, Fujian children's shoes local industry standards came into being. Taking the lead in formulating industry standards is conducive to guiding the orderly, healthy and rapid development of children's shoes in Fujian Province. It is conducive to further strengthening the industry's self-discipline businesses and is conducive to the sustainable development of children's shoes enterprises in domestic and overseas markets. Children's shoes industry from reality, so that children's shoes production is evidence-based, scientific and standardized. For improving the overall quality of children's recreational shoes in Fujian Province, the market competitiveness of products and the protection of children's use of safety has undeniable practical significance. Baotuan set up "children's shoes club" After six months of preparation, Fujian Province Footwear Association branch was established. Fu Wei Jin, chairman of the first children's shoes branch and chairman of Fujian Fick Children's Sporting Goods Co., Ltd., said that the establishment of the children's shoes branch unifies children's shoes industry standards, guides the industry to establish a standardized system, establishes a diversified marketing channel, and establishes provincial industry technology R & D base is extremely important. Xie Shusheng, Secretary-General of Fujian Province Shoes Industry Association Children's Shoes Branch, said that currently Fujian's children's shoes are in the initial stage of creating a brand and must actively sponsor regional brands. "Quanzhou has a strong manufacturing base but is relatively weak in commercial circulation and lacks the awareness and motivation to hold such a breakthrough," he said. China Children's Products Research Center, said Chen Shuqing Secretary-General, at present, there are three major domestic children's shoes production base, that is, Wenzhou, Guangzhou and Quanzhou. From the country's three major children's shoes manufacturing base view, Wenzhou is the larger middle-to-bottom children's shoes production base, while Guangzhou is the production of high-end children's shoes, Quanzhou is the production of children's sports shoes main base. "Children's shoes industry in the middle and high-end market development process, its inherent shortcomings also began to emerge: the lack of a unified guide and support, market competition is not standardized, weak corporate legal awareness, which seriously hampered the development of children's shoes industry.So, children's shoes Industry is necessary to set up a professional and authoritative leading body of the industry, especially for Quanzhou children's shoes industry with a complete industrial chain is even more imminent. "He believes that the establishment of children's shoes branch, enhance the cohesion of the industry, the era of integration of children's shoes industry Has come. Out Top Ten Brands of Children's Shoes The first China Children's Shoes Industry Summit held in Quanzhou appraised the 2010 domestic top ten children's shoes brands and made outstanding contribution to the enterprise and individual awards in the industry. Yonggao People from Yonggao Sporting Goods Co., Ltd., Quanzhou, Fujian Province, Camel from Mingwei Shoes Co., Ltd. Jinjiang, Obedient Dog from Fujian Nanqi Footwear Co., Ltd., Ltd., "Altman" of Altman (China) Children's Products Co., Ltd., "Cassiren" of Jinjiang Jinwei Sporting Goods Co., Ltd., Astro Boy (Fujian) Sporting Goods Co., Ltd. "Astro Boy" and other brands were selected by the General Assembly, "2010 China Top Ten Brand of children's shoes" award. Hou Binghui, chairman of Nan Deng Shoes Co., Ltd. in Fujian Province, and Yang Yi Fen, chairman of Fujian Footwear Co., Ltd. won the honorary title of Outstanding Contribution to Children's Shoes Industry respectively. In addition, Zhang Ming Ming, chairman of Jinjiang Mingwei Xiefu Co., Ltd., the former general manager of the Group to the far tiger, East Zheng shoes chairman Lin Zhendong won the "2010 Children's Shoes Industry Person of the Year Award" honorary title.