Quanzhou Children'S Shoes Provoke "Star Wars"

On October 13th, the national election was made "small".

A few days ago, the 2010 China Youth Sports Model Competition finals.

According to the organizing committee, with the support of the State Sports Administration, the news Committee of the China Olympic Committee and the Subcommittee of the Asian organizing committee, thousands of children from all over the country were enthusiastically participated, and the competition was divided into the first round of national sea elections in 15 races, such as hercyne, Beijing, Guangzhou, Chongqing and so on.

At the end of last month, 20 children from Quanzhou, Chongqing and other places from the national audition gathered in Quanzhou's centralized training camp in Haixi District, and decided last week to win the national, Asian and third national trials.

The company believes that by holding this competition, more children can know their brand, which embodies the spirit of their brand's concern for children's growth, and encourages them to "keep forging ahead and fight bravely".

Coincidentally, similar child star trials are also staged in another peer company in the same city.

The second national Fick boy star trial, which was held by Fick sporting goods limited, has come to an end in the near future.

For the event, the company official said that such activities could not only achieve their public relations effects in the industry, but also enable them to participate in the promotion of brand image with outstanding performance of "little child star", which is good for the growth of brands and children.

Technique two

Direct contract famous child star

In recent days, during the enterprise ordering meeting, the Nanan star shoes industry Co., Ltd.

This year's pformation of the main brand of children's cloth shoes, last week's order will play the "fashion Lin's distance" theme, high-profile launch of the hit play "home children" new summer snow actor Ning Danlin.

According to Su Jianwei, general manager of Shu Deng, this is the first time that Shu Deng has joined hands to enhance the image of the star. He hopes to rely on celebrities to rapidly upgrade their popularity in the industry and children's shoes Market in the short term, and finally achieve a comprehensive extension from the children's products market to the adult shoe and clothing market in the field of cloth shoes.

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Technique three

Please help youth idol.

In recent years, the use of celebrities in Quanzhou children's shoes has helped to enhance brand building.

Last year, Quanzhou Yong Gao sporting goods Co., Ltd. invited Lin Miaoke, an Olympic child star, with 7 digits of heavy gold. Li Yuchun, Liu Xuan, Pan Yang and Ning Danlin were ambassadors of brands such as POOVE, gang Deng, Cambridge and Shu Deng, and appeared in many brand promotion activities.

These ambassadors are not entirely children.

In this regard, experts believe that Quanzhou's children's shoes brand promotion means, from the early years ago to promote the cartoon image, to star, adult and other forms of expression development.

This is also a manifestation of meeting the diverse needs of the current market.

In the early years, the industry of children's shoes was thin, and it had no interest in the "sudden development" of high priced contract stars, so they had to continue to use the more cohesive way, that is, the "cartoon endorsement" mode.

With the help of the "cartoon endorsement" mode, the children's shoes industry has gradually passed the budding stage, and has begun to develop at the middle and top grade brands.

In recent years, more and more children's shoes enterprises have embarked on the "child star + advertising" independent brand development avenue.

Driven by the star effect, the brand image of children's shoes has been gradually formed, and the brand influence has also been greatly expanded.

With the active penetration of children's shoe brands into the youth market in recent years, the image ambassadors that influence the age market can not be completely confined to children's stars. Some stars of youth idol dramas naturally assume a new mission.

Experts believe that the use of celebrities to help brands in the industry has become commonplace in the industry, but only by fully utilizing the publicity effect brought by stars can it be regarded as a real event marketing.

Industrial influence

The blurring of market boundaries between children and adults

Judging from the situation of orders this autumn, apart from the continued high-profile and enterprising activities of many brands in the children's products market, individual brands have tried to infiltrate into the adult market through the strategic pformation of product differentiation.

After Anta and PEAK launched the "KIDS" series in succession, some two or three line adult sports brands in Quanzhou also began to blow the horn to the children's products market.

Under the influence of brand operation, the boundaries between children and adult market are gradually blurred.

In view of the children's market, a brand announced that its "Y-16 youth sports hall" image project has now landed in hundreds of stores across the country.

Another brand of children's shoes, Cambridge, this year, on the basis of the original brand positioning, carried out the brand market segmentation, and turned to the campus with huge consumption potential.

This year, apart from announcing the official placement of the campus sports product research and development base in Cambridge, the company also put forward a brand slogan of "looking at the future in the future", and committed itself to building the "first brand of campus Chaozhou sports".

Just as these brands are making greater efforts to fight for the youth market, the new brand of children's shoes, Shu Deng, announced at the recent order meeting that "market turn" was replaced by a series of flagship cloth shoes, and began the strategic shift of its market differentiation, and hoped that the full penetration of children's cloth shoes market to adult shoes market would be completed in the next three years.

According to Su Jianwei, general manager of Sultan, their "sword walking side" is the main market for cloth shoes. On the one hand, more and more young children are wearing cloth shoes, and at present, there are still few cloth shoes products that can provide personalized fashion styles at present. This is a good market blank. On the other hand, cloth shoes are also on the trend in the youth and adult market.

"In the present youth idol drama, there are many actors wearing cloth shoes, so we invite our youth idol representatives as our ambassadors, and we are fully committed to the Chinese shoe market."

He said.

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He also explained the difference between cloth shoes and vulcanized shoes.

First of all, from the technical point of view, vulcanized shoes are a kind of cloth shoe making technology, which is a popular technology in cloth shoes, but it does not mean that all cloth shoes are made of vulcanized shoes.

Secondly, cloth shoes are popular names in the market at present, and the positioning of cloth shoes can be easily accepted by the public.

He believes that at present, the domestic cloth shoes market, apart from the external brand CONVERSE, there is no domestic brand that can be heard. Moreover, CONVERSE's price positioning is in the high-end area, and the middle and low market has left a big gap.

Reporters learned that in the near future, Lu You and other brands announced the development of their "KIDS" series, hoping to get a slice of the market from the middle and low grade children.

Xie Jiasheng, Secretary General of Fujian children's shoes Association, believes that the brand of children's products and adult shoe brands will not develop into a situation of mutual competition.

The essential attribute of each brand is that children are still children's brands. They are adults or adult brands. Extending each other is only a means of brand influence competition.

From the present point of view, the extension of children's products brand to the adult shoe market will be more difficult to extend to the children's market than the adult shoe brand, and it can be carried out very low.

"Such as Shu Deng, it is only a product line differentiation marketing strategy pformation case, and Anta, PEAK and other adult sports brand market to the" KIDS "series extended to the children's market, compared to the adult shoe market, it can bring it to the book interest is very low, the business is more to expand the brand influence and cultivate the interests of future loyal consumption.

He said.