Frbiz Reports Chinese Children's Shoes Brand Development Analysis

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According to authoritative survey data show that at present the domestic market, about 70% of children's shoes is no brand-name products, 20% are imported brand children's shoes, but only 10% of domestic brand children's shoes, and more concentrated in less-affluent market, large and medium cities Tong shoe sales rankings, is also among the forefront of an international brand. This situation for many reasons, both historical disease, there are practical problems. Overall, the current Chinese shoes enterprises widespread shortage of funds, the brain drain, backwardness and the poor quality of designs such as the status quo, messy sales channels, such as lack of necessary market discipline is also a major problem in transition, growth stage in China's shoes the market, yet the rise of a national brand that can compete with foreign brands.

Multi-national children's shoes brand was born in the production and processing enterprises, a weak sense of brand competition, and many business owners continue to stay in the children's shoes manufacturers the sense of stage, "I am able to produce anything," "I have nothing to sell" as the starting point, only focus on use of the product features, that as long as there is a good product can be regarded as trade marks and brands. Too little attention to factors other than product.

Second, children's shoes to upgrade corporate governance and the scale of not supporting the development of co-ordination. When the children's shoes small businesses, the owner issued a directive, the staff can direct execution, the implementation of the direct effect of feedback, quickly and effectively; and when enterprises reach a certain size, the organization expanded sector to increase, if more personally managed by the owner, then appeared to be inadequate . The existing rules and regulations can not effectively manage the expanded business, production, procurement, human resources management approach requires more scientific, rigorous, or the internal management of the enterprises themselves, such as still a confusing situation, but also how to participate in the fierce market competition. However, at present part of children's shoes enterprises will tend to focus on "how to earn more money, how to develop more quickly," tend to ignore the enterprise's own management. With poor management, enterprise-scale
development, is the children's shoes enterprises in scale after the most vulnerable to one of the issues.

Despite the recent years, children's shoes enterprises pay more attention to products, such as improving product quality, improving product designs, optimize product mix, etc., but still there are many details. Such as product mix, the domestic brand children's shoes are slightly messy. The so-called product mix refers to a production or operation of all product lines, product combinations of the project, which includes four variables: width, length, depth and consistency. Part of the national children's shoes brand ahead, scaled to accommodate shoes, clothing, accessories series is equal to one brand of product competition lineup, but its product portfolio a bit messy, fragmentation, most of the image is just an extended VI, category development of a larger portfolio of arbitrariness.

On the other hand is the product of adult-oriented children's shoes are more serious, and many children's shoes from the style to the material, are the light of adult shoes, design elements, such as commonly seen in the market, "Jian Touxie", "wedge heel," "bright decorative piece, "etc., and some children's shoes or even adults, or a miniature replica of shoes, children's shoes styles did not really reflect the childhood delight of child's shoes designers did not seriously consider the children's growth and development of each age group characteristics, which also buyers of products and children's shoes have a certain relationship between adults.

At present, the domestic market, children's shoes polarization serious, high-end shopping malls, department stores, children's shoes branded channels almost entirely under foreign monopoly, while the majority live in middle and low market domestic brands, terminal outlets mainly in the shoes city, supermarkets, shopping malls, or second and third line , and even family-run shop, and are mostly of public resources. Although some industry-leading proprietary brands launched the terminal chain systems, but is only sporadically distributed, has not yet formed the leadership of the absolute effect of example. Overall, Chinese children's shoes retail market is still basically in its infancy, the natural reliance on wholesale markets in the radiation power at the provincial level to carry out sales, simply way of doing business is to make products, to do wholesale, so distribution, "scattered, chaotic, and miscellaneous" is a symbiotic channel for children's shoes industry, the main features of children's shoes channel construction lag seriously restricted the development of children's shoes brand.

Article Source: http://depositarticles.com/

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