Experts analyze the development of Shanghai children's shoes brand

Shanghai is China's largest city and is the country's largest integrated industrial city. The total GDP of gdp ranks first in China. Then, in this prosperous modern metropolis, how should children's shoes brands seize business opportunities, strategize, and achieve rapid development?

Current guests (in no particular order):

Zhang Rong Doraemon Shanghai brand distributor General Manager Yuan Yu Shanghai International Shoes City Person in Charge Lu Yao Shanghai Win Brand Marketing Co., Ltd. Chairman of the Shanghai Business Circle and Children's Shoes Channels Overview I. Prosperous Shanghai Business Circle Shanghai's major shopping districts In addition to the traditional shopping districts such as Huaihai Road, Nanjing Road, and Xujiahui, which are undergoing continuous upgrading, a number of new business districts such as Wujiaochang and Dahua have gradually emerged.

Lu Yao, chairman of Shanghai Mind Marketing Brand Planning Co., Ltd., introduced several business districts near the center of Shanghai, with a large amount of people, a strong commercial atmosphere, and a popular consumer market. For example, Nanjing Road, Pudong Business District, Zhongshan Street Park, Huaihai Road, and Xuhui District are all extremely important business districts. Stores and large department stores are also concentrated here. In large department stores, most of them are international brands.

Second, Shanghai has a large population and a diversified consumer market. Shanghai, as a bustling modern metropolis, seems to many people that the consumer market should be very high-end. Zhang Rong, who is the brand agent of Doraemon's shoes in Shanghai, does not think so. He said that there are also many low-end consumer groups in Shanghai.

Yuan Zong, the person in charge of the Shanghai International Shoes City, said that there are many local residents in Shanghai, but there are also many migrant workers. They have low requirements for product quality and are pursuing high quality and low price. Therefore, overall, the regional consumer market in Shanghai presents a diversified development. For income in general, like people who are scouring goods, visiting shoe city, online shop, etc. are all good choices.

Lu Yao said that Shanghai residents have higher requirements for quality of life and product quality. However, the Shanghai region has a large population, and the low-end consumer groups also occupy a certain percentage. Regardless of whether they are migrant workers or Shanghainese, according to the income level, the grades of consumption are all different. The consumption levels in some districts, counties, and suburbs around Shanghai are slightly lower.

Third, the footwear wholesale market set wholesale, retail in one Shanghai footwear wholesale market is mainly concentrated in Xietu Road, Tibet South Road, Qipu Road, Cao An Road, these shoe city are music Amoy family shopping paradise.

Xietu Road Shoes City is located on Xietu East Road in Huangpu District. It is composed of a large number of residential buildings. Merchants from all over the country operate a variety of domestic footwear wholesale and retail. Many styles, economic benefits are the biggest feature of the market, retail prices and wholesale prices are close, so many people are willing to buy shoes here.

Qipu Road Underground Shoes City is located in Hongkou District. There are many rows of small shops in the shoe city. The biggest attraction of this wholesale market lies in the low price of the products. Consumers come here to purchase shoes and have to master the skill of bargaining.

There are two major wholesale markets in Caoan Road, Putuo District, namely Shanghai International Shoes City and Shanghai Light Textile Market. Shanghai International Shoes City, which covers an area of ​​50,000 square meters, started investment promotion in October 2005, setting a record of 520 units on the first day of opening. However, due to the traditional business model of shoe city, with the changes in the consumer market, the shoe city is also getting deserted.

Yuan Zong told reporters that although the International Shoes City has been operating for many years, but the operating conditions are less than a year. At present, the shoe city is in a semi-closed state, and the existing more than 2,000 stalls in the shoe city now have only 40 left. Here the consumer market is relatively high-end, and the international shoe city positioning is too low, many consumers will not come in to buy goods, shoe city business model is not suitable for the development of the status quo in the footwear industry in Shanghai, easy to fall into a difficult position.

Fourth, shoes, clothing, department stores, supermarkets is an important channel Zhang Rong told reporters that his agency's Doraemon brand in Shanghai for more than a year, the main stationed in the shoes and clothing department stores supermarkets, with the help of shoes and supermarkets to open up markets. Most of the Dodo brand stores in Shanghai are located in the surrounding areas of the city, including Fengxian District, Pudong New Area, and Baoshan District. Each district has one or two outlets. The goods in these stores were originally sold at the lowest price, under the banner of “small profits but quick turnover”. Therefore, on the weekdays, these stores will no longer promote products through activities.

“There are many brands of children's shoes that are stationed in shoe stores. The competition between brands is fierce. Under this channel, brands are sold at low prices. Therefore, at the same price level, the competition between brands is focused on Style innovation.” Zhang Rong admitted that the Doraemon brand style is relatively new, but it hasn’t been in Shanghai for a long time. The market has not yet been fully opened, and the pace of market expansion will be increased in the future.

Lu Yao introduced that there are many shoes and apparel department stores in Shanghai. Each supermarket has about 700-800 square meters. There are children's products, women's products, etc., and they are displayed in sections, such as children's shoes and children's wear. Meiyi Shoes Store and Supermarket is a retail channel that sells shoes and clothing, and has outlets in Shanghai and other cities in China. Compared with large shopping malls, shoes and apparel department stores have lower entry thresholds. For most children's shoes brands, entering the department store channel is a good choice.

V. E-commerce development has a greater impact on traditional channels. Recently, the development of e-commerce has been rising, which is a major development direction for the retail footwear industry in the future. However, it is precisely because there are fewer and fewer customers in traditional channels, such as physical stores and department store outlets. Business is harder to do.

Yuan Zong said that Haixi International Shoes City has done a good job in 2006-2007. Shoes City entered various types of shoe companies, including adult sports shoes, outdoor shoes, beach sandals and other brands, as well as a variety of children's shoes products, rich style complete. However, compared with the past, the decline of the shoe city in addition to outdated business model, the impact of e-commerce is also one of the main factors affecting its development. Many footwear wholesale markets that are located close to the international shoe city have ceased operations.

Some suggestions for the brand of children's footwear imported into Shanghai 1. To develop the brand positioning of children's shoes before opening up the market in Shanghai According to Yuan Zong, there are nearly 20 million neonatal infants per year in the country, and the market for infant and child products is promising. In Shanghai, children's shoes brands have great room for development. The diversification of the consumer market in Shanghai means that all shoes are sold in Shanghai. The key is how to locate and identify the target consumer market, and choose the sales channels based on their own positioning.

"From the wholesale market to specialty stores, large department stores, etc., all kinds of channels have the entry of children's shoes brands. How to choose channels depends on the brand's grade. Higher grades can enter the mall, set up specialty stores, and can go wholesale. The market is stationed in department stores.” Yuan said.

2. Target the target consumer groups and improve the matching of resources. The Shanghai children's shoes brand is dazzling. In addition to international brands, there are also many domestic brands of children's shoes. These children's shoes brands have been doing well in the Shanghai area and have failed. It is not this market that is difficult to do. Knowing the positioning of the brand can achieve rapid development in Shanghai's regional market.

“The positioning of the brand on the target consumer market is critical. If your brand is suitable for low-end consumer groups, but you have to bring it to the bustling strip of Nanjing Road, then most consumers will not pay for it. Therefore, the brand, channel , consumer groups, price must match, four in one, in order to achieve steady development." Lu Yao said.

3. Different districts have different levels of consumption, and the geographical location is very important. In Shanghai, the same pair of shoes, Huaihai Road Department Store can sell 1,000 yuan, while Cao Anlu wholesale market can only sell 200 yuan. Apart from the differences in channels, this is also related to the level of consumer markets in different regions.

General YUAN introduced that, in general, consumers buying high-end products will go to Huaihai Road. Different geographical locations, even if the same channel, the price of the product is also different. For example, not all malls have high thresholds and grades, depending on where they are located. Huaihai Road Mall has a high grade, followed by Nanjing Road and Sichuan Road. Therefore, the selection of channels by merchants should consider their location and carefully arrange them in order to do more with less.

4. Store rental costs are high, and channel selection needs to be cautious. Because Shanghai has a superior geographical location, the cost of store rental is relatively high, and the land is gold. Brand merchants must inevitably spend a lot of money here. Many listed companies in the footwear industry have lost millions in Shanghai, but because of the support from the capital market, losing a brand image will not have much impact on the company. However, if the new brand can not withstand this toss.

Lu Yao introduced that some shopping malls have high thresholds, and some shopping malls require that only international brands can enter the market. A small number of domestic brands rely on their relationship to enter shopping malls. If the products do not meet the needs of shopping malls, then the sales volume of products cannot always be improved. After all, many magistrates and nobles only buy expensive and do not buy right.

"A lot of children's shoes brands are very good and far away. Once they arrive in Shanghai, they must enter a mall. Lu Yao believes that not every brand of children's shoes is suitable for shopping. If brand companies blindly follow, it is imperative to squeeze into the high-end market, after all, it will compete in the fierce market. Was eliminated in the game." Lu Yao said.

5. There is a certain well-known brands can go to business super channel to develop high-end brands to choose to enter the mall is no doubt, shopping malls, high threshold, many children's shoes brands often can only look overseas. However, whether the low-end or middle-end brand must go through wholesale channels?

A Shanghai citizen said that the shoe city is a market for quantity, and many people go to the shoe city to wholesale goods. The profit margin is relatively large, and personal purchase of products is not affordable. Therefore, there are not many people who spend to the shoe city. Instead of going to the wholesale market, it's better to go online.

Yuan Zong believes that compared to the shoe city, many low-end consumer groups are now more willing to choose to shop online. Than the style, online product storage space, a variety of styles; than the price, online marketing products have their own price advantage, but also door-to-door, quality problems can be returned, both easy and convenient. Therefore, if brands that are well-known have to go as far as possible, they should use super-business channels as far as possible, and the shopping environment is relatively superior, which can enhance the customer experience.

6. The new brand should pay more attention to research and development. After the first internal development, if you are a brand manufacturer of children's shoes, you will surely bring a catalogue of products to dealers in different districts in Shanghai to understand the current market needs and ways of cooperation. Afterwards, a complete set of Shanghai regional operation plan was formulated according to product characteristics and market demand, and then entered the Shanghai market.”

Lu Yao believes that new brands, especially those with low grade positioning, will be stationed in Shanghai. They may wish to go first to the suburban market, to low-end consumer groups, and to take the lead. First, repair internal strength, settling for a period of time, and then gradually adjust and expand to a high-end channel. In this way, the market can be established for a long time.

According to Zhang Rong, the distributor of Doraemon, in the shoes and clothing supermarkets, the prices of products are not high, and they are small and profitable. The Doraemon brand has entered the Shanghai market with the help of hypermarket channels. After the brand's popularity in the regional market gradually opens, it will further plan the development of other channels.

7. Products should follow trend and satisfy consumers' “pledge of petty bourgeoisie”

Shanghai is an early international city and has always been at the forefront of fashion trends. Overall, Shanghai's economic development and consumer groups have high tastes and cultural qualities. In this environment, migrant workers will also be influenced by the concept of consumption, and they will pursue fashion trends.

"All children's shoes styles, including children's shoes, children's sports shoes, etc. can find a market in Shanghai, take the European and American style, Japan and South Korea style and other flavors of shoes may be more favored by the market, after all, Shanghai people have more "petty psychology." Therefore, the children's shoes brand in Shanghai to seize the market, but also have to make more efforts in research and development." Lu Yao said.