Children's Shoes Touch The Market Of "Early Education"

After all, Babu bean is a popular brand of children's shoes. But for most children's shoes in Quanzhou, the opportunity for diversification is far from mature: the accumulation time of brand is short, and there is lack of financial support to strengthen the brand's "penetration".

　　 Nuggets "early education" market

Recently, Babu bean was hit by the same name cartoon, and with this "Dongfeng", babubean announced today in Shanghai that the "education and amusement animation" conference formally announced that Babu bean entered the "early education" market and upgraded its brand to a pluralistic direction.

"I want to build a fairy tale kingdom for my children." This is a quote from last year's chairman Lin Qidong of Babu (China). Behind this sentence, Babu's brand of children's shoes is also constructing the "fairy tale kingdom" bit by bit. It is to enter the market of "early education", attack in various fields, and create brand diversification in an all-round way.

In fact, when Lin Qidong said this sentence, he had basically completed the strategic layout of Babu bean's "fairy tale kingdom". As early as last year's ordering meeting, Babu had shown the "peripheral" digital products used by the Babu bean for "early education", including the early childhood story machine, children's PAD and other children's products.

The release of Babu bean's "early education package" is even more important for the brand of Babu not only in the field of "children's shoes and children's clothing". It is understood that the early education package was built by Babu bean's two largest educational institutions, namely, Asian small Newton and Hui Wen leader educational institution. Among them, the natural science popularization in Asia was founded in 20 years and 26 times in Asia. Newton's leadership education is an educational brand with more than 30 years of kindergarten experience. The Babu early education package and the two companies jointly work together to develop courses. The professionalism of "early education" has been affirmed by the industry.

"We have decades of development in the field of children's products, and we have a better understanding of children's market. This is a great advantage of Babu's early education. At the same time, for the course of Babu's curriculum, we spent a lot of money on several years before we set up a course suitable for China's early education. Lin Qidong said in an interview with reporters.

The brand of Babu bean is loved by consumers everywhere because of its originality in design, unique originality in cartoon design, bright color, and perfect embodiment of new interest in children's life. In the face of the potential of China's early childhood education market, Babu bean dedicated to children's market also hits the ground with gravity.

Obviously, there is a huge commercial potential in China's huge market with an annual increase of about 16 million newborn babies. It is understood that early childhood education includes 0~6 year old children, so that the population will be around 100 million. If each child spends only a thousand yuan per year, this is at least a 100 billion market. This is evident from the number of kindergartens in China. According to data from the 2010~2012 China preschool education industry analysis report, the number of private kindergartens in China has risen from 55.3% in 2005 to 64.6% in 2009. In 2009, the number of kindergartens in China reached 138 thousand and 200, an increase of 3.37% over the same period last year.

What is more important for the Babu brand is that if we can occupy the market of early education, we will have a more profound impact on the development of other industries in the future. This is the reason why brands enter this field.

　　 Precursors of pluralistic era

Not only is the "early education" market, actually, Babu has been committed to diversified development of children's products, business areas have gone beyond children's shoes. In addition to its controlling subsidiaries, Babu beans highly cooperate with many authorized agents. The authorized products include stationery, daily necessities and other related aspects of children's clothing, food and housing. At present, Babu is working hard to promote the cooperation of authorized dealers, and make diversified terminal stores as a long-term marketing strategy.

{page_break}

Along with the gradual formation and improvement of the Jinjiang children's shoes industry chain, under the pressure of competition, some children's shoes brands have broken into the oligopoly of the children's shoes market by breaking into the different market, so that they can divide the market share of the children's shoes market. Brand diversification has also become a way for children's shoes in Quanzhou to try.

Bumblebee children's shoes are one example. Last year, bumblebee children's shoes, with the help of "Bumblebee flying family singing and dancing club", promoted the popularity and reputation of the brand with the theme of "brave point", and vigorously implemented the strategy of brand diversification. The aim was to extend the Bumblebee brand to children's clothing and children's cultural products through the development of product combination, so as to create a diversified brand of children's market.

From "children's shoes (production)" to "children's products manufacturer" and then to "children's field experts", this has become an ascending track for the development of children's shoes in Quanzhou. "Children's shoes", with the brand connotation as the main axis, extend the products that are welcomed by consumers, and build a high-speed express train for brand development.

"As far as the present situation is concerned, there are not many such examples." Chen Shuqing, chairman of Quanzhou Liuhe children creative industry Co., Ltd. said, "now Brand of children's shoes Diversified situation has not yet formed, brand diversification is the inevitable trend of market development. As for the extent to which the brand diversity of children's shoes will develop, this is closely related to the degree of development and the degree of competition of the industry.

"Now it may be said that the emergence of these phenomena is a precursor to the arrival of the era of brand diversification of children's shoes," Chen Shuqing said. This can be supported by the increasingly prominent brand image of Quanzhou children's shoes.

At present, most enterprises in Quanzhou only analyze the way out of brands from the sale of serialized products, and focus on the involvement of products with strong industrial links to seek brand diversification. "Brand diversification structure will be one of the most effective ways for enterprises to seek development in the future, and it is also the most effective way to occupy professional advantage in brand competition." Chen Shuqing said that at this stage, the domestic children's shoe brands are still increasing. Quanzhou children's shoes enterprises should be prepared to face greater challenges.

　　 Avoid walking too fast and too fast.

The current situation of children's industrial segmentation and dispersed industrial structure has brought huge obstacles to the diversified expansion of enterprises. China's baby products market is no more than ten thousand enterprises, but there are very few on the scale. This means that in every subdivision area where the scale is not too large, enterprises are faced with the situation of "group beating", which has been challenged by many sub sectors. Xie Jiasheng, Secretary General of Fujian Footwear Association, told reporters.

In the industry view, Quanzhou children's shoes brand should not go too far. "Too many products or fields are involved, beyond the limits of their abilities. Even Disney, the international giant, operates only in the 7 major categories of consumer goods, which is licensed by way of licensing. For Quanzhou's children's shoes brand, even if the production is outsourced, but for different types and different backgrounds of the foundry's control is also a complex project, lack of system management ability, there will be problems. " Xie Jiasheng said.

　　 Doctor frog The example of children's shoes in Quanzhou: in order to find a broader profit space, Dr. frog began to expand its industry in 2007, expanding its products from children's clothing to baby care products, such as skin care, washing and daily use, selling more than 3000 kinds of products including clothing, shoes, children's daily necessities and fast food products. After listing, it announced that it should enter into new fields such as baby entertainment, infant education and infant medical services on the basis of infant consumer goods, and create "China children's life city complex". However, less than 18 months after the listing, the doctoral frog was suspended in March last year due to financial problems.

{page_break}

On the other hand, for most children's shoes brands, they still lack the penetration of brand culture in diversified expansion. "The baby market has its own uniqueness, the consumer is the baby, and the purchase decision maker is the parents. If we want to cross the various segments of the baby industry, we need to have a powerful media to infiltrate the brand culture into the consumer group and the decision-making group. Like Disney in the Chinese market to develop consumer goods, also because of the lack of strong cultural infiltration of cartoons, and not as handy in the United States. Chen Shuqing said.

But for this aspect of brand penetration, Lin Qidong is not worried. In fact, with this $20 million animation boom, Lin Qidong also realized that the opportunity for brand diversification has arrived.

The extension of Babu bean to the market for early education supplies has enriched the product lineup of Babu bean brand and expanded the audience of Babu beans horizontally. This is an important step for Babu bean to create a "children's product kingdom". In the near future, there will be more products appearing in Babu bean store to attract more children and parents to Babu beans. Lin Qidong is confident about this.

　　 Reporter's notes

No diamond, no porcelain.

　　 Children's shoes enterprises The purpose of diversification expansion is to make enterprises bigger. However, before expansion, they need to consider that under the current development stage and market environment, the internal functions of enterprises can not support their rapid expansion.

A large number of children's shoes in Quanzhou are like foundries, such as Ph. D. frogs. They are concerned about the production process, process control, labor costs, raw material prices, exchange rate fluctuations and so on. They are very lacking in experience in brand operation and marketing planning, and are very mean in brand investment. As a result, their appeal in the market can not reach the point of "shaking hands and calling people."

In the press interview, there is only one example of the crossover to the "early education" market like the Babu bean brand. After all, children's shoes in Quanzhou are few and far between and have been able to continuously export their brand image to consumers in many years.

When the brand appeal of children's shoes in Quanzhou is still weak, the pursuit of the rapid expansion of cross industry and the acquisition of new profits in other fields can not be regarded as a grand plan or a delusion.

In the view of reporters, at present, children's shoes enterprises in Quanzhou haven't reached the level of cross-border nuggets, so it is better to work hard in the core areas. How to further expand the core industry is the focus of Quanzhou children's shoes. The expansion of the industrial chain should be a long-term plan after 5 or 10 years.