Jin Enterprise Opens Children's Market with "Functional Shoes"

Recently, functional shoes are quietly in the local children's shoes industry. Due to the characteristics of children's foot and sports physiological characteristics, they have higher added value and broader market prospects. This has also attracted hyenas, cool odds, and rabbits. Local children's shoes, including brothers, are involved.

In the industry's view, in addition to higher value-added products and broader market prospects, the use of functional shoes to cut into the child market is a deeper meaning of the local industry.

Functional shoes have become the new trend. The so-called functional shoes concept originated from medical functional shoes. It was born from medical research and designed according to the principles of human mechanics. It is designed for infants and toddlers to fully match the infant's walking status. The development of a full-featured baby shoes.

In the recent "National Training Course for Children's Shoes Training for the National Shoe Industry Training Course", functional shoes became one of the hot topics. Authoritative footwear experts and executives from across the country analyzed the children's shoes. Many local companies Has also invested in scientific research ** engaged in related production and development, Yonggao Sporting Goods Co., Ltd. brand Yonggao is one of them. In order to gain advantages in the production of functional shoes, the company has set up a special functional footwear laboratory to engage in relevant production research and strive to achieve a technologically advanced and breakthrough.

“The concept of functional shoes was introduced from Japan, and children’s health shoes were promoted as a slogan. The related publicity on the Internet has recently been carried out hotter. China’s earliest children’s shoes enterprises in Guangdong are doing related production. Today, our local children’s shoes Companies also see the prospects of this market, many will be launched in the fall of related products, such as Yonggao, Foot Friends and other companies related products have even appeared on the market, the market response is not bad.” Quanzhou Liuhe Children's Creative Industry Co., Ltd. General Manager Chen Shuqing Told reporters.

People in the industry believe that in recent years, as the consumption of the market has become more rational, parents are paying more and more attention to children's health, which has pushed up the demand for health functional shoes. For many children's shoes companies, health function shoes is a brand new blue ocean, is a new market growth point, in recent years the children's shoes market appears weak, we hope to use functional products to stimulate the market, increase product added value.

Feedback from the outside world supports this view. In the 22nd China International Apparel and Accessories Fair in April this year, the well-known children's shoes brands Kinopur and Lekyou once presented their high-quality functional footwear products, and as many as 1,000 kinds of products brought a foot health to the children's footwear industry. The storm caught the attention of the industry.

In the view of Chen Shuqing, the popularity of functional shoes is behind the path that companies must take to transform themselves through technology. After multiple reshuffles, Quanzhou children's shoes enterprises have a clear grasp of the market.

This view has been recognized by many local children's shoe companies. In recent years, Jinjiang Mingwei Shoes & Garment Co., Ltd., which has been on the R&D front, has introduced non-slip shoes with anti-slip buckles, shoes that can be heated and insulated, and seven-hole lighting shoes.

According to the company’s deputy general manager Hong Qinming, Mingwei’s company was also based on OEMs. However, with the increase in OEMs, profits have gradually contracted, and ordinary children’s shoes have gradually declined in market competition. "The price of a pair of ordinary shoes is not high, but the use of materials and the same can not be less. And the shoes with special functions are 10 times higher than the price of the shoes." Calculate the economic account, even if you need to invest one With the R&D funds to develop functional shoes, the subsequent economic returns are still exciting. Therefore, the children's functional footwear market naturally will not let go.

"Functional shoes is a technical innovation or a gust of wind is still difficult to determine, but it is based on the concept of innovation in the form of functional shoes in China's children's shoes market can not be ignored, is expected in the second half, functional shoes will appear more popular phenomenon, originally on this Consumers who don't know much about it will also begin to have a sense of consumer awareness, said the person in charge at the Brand Center of China Start (China) Co., Ltd..

The use of functional shoes cuts into the child market. On the one hand, as a new category of children's shoes enters the consumer's field of vision, the functional children's shoes are aimed at children whose foot bones are not yet fully established. They use physical innovation to work on children's foot health. The concept is particularly in line with the future development trend of the children's footwear market; on the other hand, the product line of this category has always been a weak part of the current local children's footwear company, which in a way makes functional shoes become a lot of local children's footwear enterprises. The springboard for children in the market, so, at least 20 Quanzhou children's footwear companies, including Yonggao and Yugou, have devoted themselves to the upsurge of functional shoes and are engaged in the design and production of functional shoes. It is expected that the second half of the year will usher in a small upsurge of development.

Luo Zhengming, deputy general manager of the operation center of Hao Dog Children's Products Co., Ltd., said that functional shoes may be a hot trend in the next few years, because in addition to ordinary functions, it also has its own added value, so the dog is indeed more optimistic The development of functional shoes in the children's shoes market has increased this part of the investment in the first half of the year, hoping to use this category to accelerate its breakthrough in the children's product line.

Some companies go faster. Foot Friends sporting goods at the end of May just concluded the order meeting, there is a group of "functional shoes" favored by the orderers. These functional shoes have more attention to the structure of soles, uppers and shoes. Through various scientific designs, they try to protect the health of children's soles.

Coincidentally. The deputy general manager of children's products, who had just participated in the first phase of the training course for children's shoes, was responsible for learning and selling. According to the design elements of functional shoes learned through research and training, the company quickly responded to the development of ultra-lightweight shoes. ", intends to market this fall. He told reporters that considering that health functioning shoes are conducive to the health and growth of children's feet, there must be a good market prospect in the future. Their “ultra-light functional shoes” are mainly aimed at babies aged 2-5.

In addition to satisfying consumer demands, functional shoes may be a new blue ocean for children's shoes companies. Today, more and more adult sports brands have gradually entered the children's shoes market, making the children's shoes market increasingly fierce competition. For some children's footwear companies with weak channel foundation and persuasive products, their market living space is increasingly being squeezed. Therefore, many children's shoe companies have tried to stagger their direct competition through product line extensions and started to exert pressure on children's products. The functional shoes are mainly aimed at the middle and small children's market. If they can be used, then it will become a new growth point for the company.

Chen Shuqing said that in addition to its own characteristics, functional shoes have a great attraction, namely, channels. Functional shoes can also be categorized as baby products, which means that it can enter the market through maternal and child product channels, and mother-infant channels are more developed in cities, and maternal and child specialty stores and counters are all its standing points. . Many maternal and child products have thousands or even tens of thousands of outlets. If the functional footwear can enter, it will open a completely different channel model than before, and its development will be unimaginable. Not only that, functional shoes are more diversified products, and parent-child series and expectant mother series are potential markets.

“Currently, in the baby industry, the most potential companies have seen two developments in the form of sawing, one is a commercial complex with a more concentrated mid- to high-end baby brand, such as a shopping mall, and the other is a community mother-and-baby chain store. Many children's products, clothing, and other categories of full-featured one-stop shopping themed business-oriented theme.This is the local children's shoes business has been exploring, it can be said that the involvement of functional shoes is the development of the entire industry chain of children's products industry try. From the beginning of the product, and then intervene in the channel, and finally build a one-stop shopping platform.” GLU Marketing Director Cao Qianjin said.

The outlook for the industry standard to improve functional footwear seems to be very bright, but it is still in the early stages of development, and the normative issue of the market is also difficult to ignore. The most direct manifestation is that there is no clear definition, there is no set of strict market inspection standards, and there is no unified organization for management. There are many definitions of functional shoes, but there is no academic recognition, many companies have advertised their shoes are functional shoes, but for consumers, it is difficult to determine.

“Functional shoes are not inferior to normal children's shoes, but they are more functional products. This requires that producers must have a certain level of research and development capabilities and a high level of production in order to ensure that the produced functional shoes can play a valuable role. For many children's shoes manufacturers, it is not a small test, so some manufacturers in order to be able to catch up with this trend, seize this opportunity, in the case of the market has not yet fully regulated, took the opportunity to not very mature products The name of the functional footwear is put into production and sales, and the functional footwear is still a new product in the domestic market, and many consumers are not familiar with it and can easily be misled and deceived, thus not only disturbing the otherwise imperfect functional shoes. The market will put pressure on R & D companies, and it will make consumers doubt the effectiveness of functional shoes." Industry insiders who do not want to be named express their concerns.

“At present, the production and development of functional shoes on the market is not very strict. Many so-called functional shoes are actually only playing on the edge and making certain visual effects. The real function may not be that big. Although many companies now have the intention to carry out Related production, but functional shoes are functional. With the development of the market, there may be several leading brands, or several series to occupy the market. Other products may be a gust of wind, and there is no way to gain a foothold in the market for a long time. "Wang Xiaojun, director of marketing for cool odd children's shoes, said.

For this reason, some companies are not optimistic about the production of functional shoes. They believe that the market life of functional shoes is not long, and the help they can bring to children is limited, so that children can wear ordinary shoes to have better natural growth.

In addition, for the time being, the country has not issued functional shoes criteria. According to Wei Yafei, director of the China Leather Association, functional footwear production should have its own standard. The standards of "skating shoes" and "sports shoes" do not apply. Two years ago, hegemony shoes that became popular in the past were caused by the lack of relevant national quality standards and caused industry supervision difficulties. The quality of an industry's products does not go up, it is bound to cause the industry to produce "disorderly" images, price wars, and good products will create a backlog in the market, which will inevitably lead to the sluggishness of the entire industry.

Chen Shuqing said that in addition to technical research and development to invest, the clear definition and testing of functional footwear must also be done. Since it is necessary to emphasize the concept of health, the brand must enable its products to meet the needs of health, and to form a function in the industry. Consensus on shoes, improve the standard of functional shoes market. The enterprises must really put the function of the functional shoes in place, distinguish them from the normal functions of the children's shoes, and must keep up with the channels and products. It is necessary to be able to provide functional shoes with different functions according to the needs of different children so as to ensure the maximization of value.