Color Marketing Of Children's Shoes Industry Is Heating Up Again.

　　 In the past two months, children's shoes ordering information shows colors. Marketing It has become an increasingly popular trend in the field of children's shoes. This year, the children's shoes enterprises launched a series of color series shoes, which has exceeded the total sum of previous years.

The use of color marketing in Chinese children's shoes has not only stayed at the appearance level of products. A few days ago, the new brand of children's shoes, E3, launched the concept of children's color shoe cabinet, and it developed towards a deeper level of commodity planning and even brand personality. So, is the market climate and development level of children's shoes industry suitable for starting the color marketing mode? Will it not be acclimatized? Where is the biggest difficulty? Is there a solution? The industry hall has invited representatives and marketing experts to discuss these problems.

The current guests:

Zheng Xuanjun, brand director of Feng Xing Shoes Co., Ltd.

Liu Pengrong, marketing director of cool Shoe Co., Ltd.

Fujian footwear industry association children shoes branch secretary general Xie Jiasheng

"Upgraded" color marketing of children's shoes

The popular shoe industry Co., Ltd. launched a new brand of children's shoes E3, once again launched a color marketing strategy, whether blindly follow suit? What is the difference between E3 and POOVE, Yong Gao and other color marketing?

Zheng Xuanjun: any brand's introduction to the concept of color marketing is not blindly following the trend. It has the support of research data and successful cases. The concept of "E3 children's color shoe cabinet" is introduced. It is the shoe cabinet that wants to express E3. It is not as rigid and immutable as the traditional exhibition rack. Instead, it can create a changeable form through imagination. It is not only a colorful shoe cabinet representing color, but also wants to present the culture of brand and product through this shoe cabinet, and expands the creative inspiration and imagination space of children through culture. Because color is the only design element that can maximize the value at the lowest cost. For example, the development of an innovative fabric requires early research and development, market research, late investment, etc., but the use of popular colors can often give new products vitality, while promoting sales, it can also deepen. Consumer Brand image. E3 has launched a new color marketing campaign. The brand goal is to become the leading brand of Chinese color healthy children's shoes.

The difference between us and other brands lies in the core position. Each brand has its own core positioning, such as POOVE, which is the first brand of Chinese youth sports equipment, rather than the brand of children's shoes, and the color marketing launched by brand names such as Yong Gao people focuses on product color. But we are introducing the China Fashion Color Association and some high-end color research institutes at home and abroad. Every year, we will issue a report on the trend of Chinese children's shoe fashion and launch visual merchandising in an all-round way. Not only in products, but also in the overall network terminal vision, display, shoe cabinet and communication, etc., so that color becomes the high added value of E3 brand culture.

Application is still in its initial stage.

The launch of E3 brand strategy means color marketing in China. Children's shoes The application of the field is not only confined to the appearance of the product, but towards the deeper level of commodity planning and even the personalized direction of the brand. So, is the development of children's shoes industry suitable for starting the color marketing mode?

Liu Pengrong: in foreign countries, the color marketing strategy has come into being earlier, and has been widely applied in many industries. In China, the color marketing strategy has just been used, especially the use of color marketing strategy in China's children's shoes industry is still in its infancy, still in the introduction stage, immature, and there are still many problems. Compared with the skilled use of color marketing in domestic adult shoes and clothing, the use of colors by children's shoes enterprises is still in the initial stage, or even a blank.

Although a previous "Korean wave" came, many children's shoes enterprises have been concerned about color marketing, but because the enterprises have not yet been systematically applied, it is easy to sell the fire in the first year, and the tragic situation that has been depressed after second years. This phenomenon is partly due to the fact that the use of color in children's shoes is still only in product design, and tries to display the merchandise portfolio through bold and brilliant color packaging. But the gradual popularization of color is not only embodied in products, but also should be introduced into various aspects of color planning. On the other hand, it is more difficult for children's shoes enterprises to find core group customers. Most of the dealers of children's shoes enterprises run several brands at the same time, plus the difference between North and South markets, different regions have different acceptability and large inventory. It is still a matter of time before they want to succeed and trigger a color marketing revolution. So far, the color marketing mode can only be regarded as a platform, and the core of the enterprise brand should be its soul. For example, POOVE's "building the first brand of Chinese youth sports equipment" is the soul of the company. That is the most important thing.

Xie Jiasheng: indeed, in many industries, color marketing is not uncommon. For example, adult shoes and clothing enterprises use the color marketing strategy in the design and packaging of products. By changing the color of products from a single color system to multiple combinations of colors, we can attract consumers' eyes and make them purchase desire. Therefore, children's shoes industry starts to attach importance to color marketing to different degrees, which is an inevitable trend.

Different stages of children's growth need to be supplemented with different colors. Infants should not use too bright colors, but need to use some soft colors to meet children's visual needs. When children grow to the age of six or seven, they may need to use some bright colors such as red and yellow to make the growing children feel warm, active and positive. Children's wear and children's shoes need to learn how to use colors and adjust children's psychology through color. Different collocation can express the different psychology of children's growing up. Therefore, color is often used to express the emotional needs of children at different stages of growth, and plays a guiding role in the growth direction of children.

Or take the Daphne model of children's industry.

Before the color marketing of children's shoes industry is not ideal, the key is homogenization. How can this phenomenon be avoided? How should the color marketing of children's shoes industry be implemented?

Zheng Xuanjun: homogenization, follow suit and duplication are appearing in every field, which is inevitable. Therefore, the only thing that enterprises can do is lead, constantly lead and innovate, so that consumers can remember the leader of a trend. This is the value of the brand.

The application of E3 brand in color will ensure the smooth implementation of brand strategy from the six major strategies of brand, channel, product, image, advertisement and talent. Improve product mix, increase product research and development input, product driven brand, use of color and popular elements to consolidate the basic products; according to the trend of the market, appropriately increase leisure series, sports series, etc., E3 will be set up fashion, leisure, life and other various combinations of children's shoes fashion brand. Start the 360 degree communication program and increase the intensity of advertising communication. In 2011, E3 will launch a comprehensive dissemination program for E3 brand, intensify advertising efforts, and disseminated the brand with strong advertising. At the same time, the company will increase the number of media, including air, ground and other three-dimensional transmission mode, to achieve brand awareness and reputation enhancement. {page_break}
 

Liu Pengrong: although some leading brands have launched color marketing, the absolute example effect has not yet been formed. In general, the color planning of China's children's shoes industry is still at the initial stage. It is not enough to rely solely on the marketing promotion of some leading brands and blindly follow suit of the two or three line brands. Everyone is trying on the product, but no one dare to break through the visual marketing.

It is still more difficult for enterprises to carry out comprehensive reform in terms of vision and brand. But look at the strategy of E3 brand, it seems very bold, and also know how to make use of the advantage of Zhejiang leather shoes industry developed area, attacking the product line of girls' shoes, boots and so on. The product and brand positioning are high-end, so the odds of this reform are still very large, if Daphne mode business success rate will be very high. However, this is very strict for the strength of enterprises, especially for financial strength and channel resources, so this will not succeed.