China'S Children'S Shoes Industry Stepping Into The Field Of Brand Competition

According to relevant data, after 2000, China's baby industry increased by 30%. China now has 380 million children under 16 years old, accounting for about 1/4 of China's total population, and about 27 million newborn babies are born each year. Baby products in China market It has a market scale of at least 38 billion yuan a year.

Guangdong footwear industry He Guiling, President of the manufacturers' Association, told reporters after attending a baby show in Shanghai at the end of July. The children's shoes market is a relatively special industry and a potential industry. Compared with other children's products, children's shoes are small in cost and huge in profits, and children's growing feet are the source of money coming from businesses. Such as Guangdong Guangzhou, Sihui, Zhongshan, Qingyuan, Dongguan and other places of children's shoes not only in domestic sales, but also exported to Europe and the United States and other places.

He president believes that the consumption characteristics of children's shoes are different from adult shoes, and the requirements for product quality are higher than those of adult shoes. The users of children's shoes are children in the developmental stage. Their skin and resistance are very weak, and their requirements for products are much higher than those of adults. Therefore, only excellent products can remain invincible. Good products will directly determine parents' purchase and trust in children's shoes. And the "recall" incident also reminds us of all shoe enterprises that want to enter the market of children's shoes. No matter how powerful the publicity and marketing are, they will eventually return to the quality of products. Only the best quality is the foundation of the brand of China's children's footwear industry.

According to statistics, infant products have nearly about 38000000000 market capacity each year. Nowadays, people's living standard is getting higher and higher. Parents are spending more and more on their children's lives. Children's consumption presents obvious individualization and the tendency of buying initiative. Therefore, the market development space of children's shoes will increase year by year.

Because of the huge consumption potential of children's market, there are more and more kinds of children's shoes in the market of children's shoes. fashion Strong sex. But at the same time, in order to cater for the needs of fashion and fashion, many children's shoes neglect the comfort and functionality of wearing. According to the survey, although about 98% of newborns have healthy feet. However, a large part of adults will have a foot type deviation after adulthood. About 1/3 of our country suffer from varying degrees of flat feet. And most of them are due to improper shoes after the day after tomorrow. Many of them were caused by childhood. The main reason is that shoes worn in childhood are not conducive to foot type development. Unfit shoes can't fix baby's feet.

Although the sales channels of Chinese children's shoes are still in the initial stage and the level is relatively low, the Chinese children's shoes industry has begun to enter the field of brand competition.

At present, the channel of China's children's shoes industry is still in a stage of natural sales relying on the radiation from the provincial wholesale market. Most children's shoes outlets still stay in children's shoes, shoe industry supermarkets, two or three line shopping malls and all kinds of shoes and clothing market. The existing channel level is far from meeting the requirements of children's shoes brand development. Although the market for children's shoes is not yet mature, the Chinese shoe enterprises should have a firm determination to excavate the market of children's shoes with a bright future.

Chen Xinhua is not worried about the quality of baby shoes, she said. At present, the production of children's shoes industry in China is carried out according to the standards of adult shoes. But in fact, because children's physical development is different from adults, children's shoes have different requirements for products such as soft hardness and other indicators. Children's shoes are completely produced according to the standards of adult shoes, which are not suitable for children's groups. Children's feet are growing every day. Since they have taken the first step, their feet have become the indispensable "intimate" partners in their lives. Parents want to choose a pair of children's shoes that are comfortable and soft and helpful for the growth of their feet. Therefore, the quality of children's shoes produced by Shoes Companies is a manifestation of the love and care of Chinese babies, and it is also a manifestation of social responsibility.

Chen Xinhua told reporters that in order to solve the problem of low technology content and poor quality of products in the children's shoes industry, the State Administration of quality supervision, inspection and quarantine and the National Standardization Management Committee jointly issued the first national mandatory code GB25036-2010 "cloth children's rubber shoes" in July this year. This means that the national mandatory requirement that children's shoes can no longer be produced according to adult shoe standards.

It is understood that the AQSIQ recently announced the results of the state supervision and spot checks on the quality of 3 kinds of children's articles, such as children's shoes, children's cars and toys, in 2011. Among them, 80 kinds of products were selected for children's shoes, with a pass rate of 82.5%. It involves children's leather shoes, leather sandals, tourist shoes and other products. According to the national standard "travel shoes" GB/T 15107-2005, "leather sandals" GB/T 22756-2008, "leather shoes" QB/T 1002-2005, "children's leather shoes" QB/T 2880-2007, and the existing effective enterprise standards for record, the 9 items of the appearance quality / sensory quality, wear resistance, peel strength / peeling strength of the children's shoes, the strength of the bottom wall and peel, the hardness of the bottom wall, the strength of the upper band, the friction resistance of the lining and the inner pad, the free formaldehyde, and the decomposition of the harmful aromatic amine dye are tested. After inspection, the 66 kinds of children's shoes conform to the standards, and 14 kinds of standards which do not meet the standards do not conform to the items involving free formaldehyde, appearance quality / sensory quality, wear resistance, hardness of the outsole, the strength of the upper band, the peeling strength of the bottom wall and the side surface, the resistance to friction between the lining and the inner pad, etc.

According to President He Guiling, Guangdong footwear manufacturers will jointly organize a series of activities on the market of baby shoes in Guangdong in the second half of this year, and will also open the market's attention to children's shoes.