With the penetration, refinement, specialization, high-end parenting concept of consumption upgrade, also driven product reform and innovation, and meet the market consumption trend. In the children’s shoes market, high-end school shoes broke out and became a trend.
According to ECDATAWAY data, in Tmall + Taobao platform, children’s shoes, in the first half of 2019, sandals, sports shoes, boots, etc., in the first two competitions, but in the first half of the year, he did not drop the top three. The location, it is visible to a sneakers, sandals market, and the sashimi market is becoming a blue sea. According to CBNDATA consumption data: July 2018 – June 2019, high-end tipshoo consumption TOP5 brand is: Miki House, Nike, Kinlo, Mikihouse Hot Biscuits, Moon Star. How do these brands cultivated into head brands?
Miki House and Mikihouse Hot Biscuits
As a pioneer brand of the school shoes, Japanese brand Miki House was founded in 1971. This is a very important reason why Japan ‘s popularity is popular in China is: Japan’s products are more suitable for Asian babies, and have different patriaries that are launched by Europe and America. The foot structure of European and American babies is very thin. Not suitable for Asian feet. Second, the attitude of the Japanese craftsman’s excellence in the product is also the first-class level of the Japanese school shoes from design to work.
Miki House became the head brand of the world’s tensive shoes, and the brand matrix is perfect, the sub-brand blessing. Similarly, # 4 of Mikihouse Hot Biscuits is a sub-brand of Miki House. Miki House has three series: Mikihouse series, Miki Hot Biscuits series and Mikihouse Double B series, which belongs to Mikihouse’s deputy, a low-end route a high-end route, the triple price Double B is greater than Miki greater than HB And the popularity and penetration rate in the chopped shoes is the winning shoes of the Miki House series.
According to the online evaluation, the softness of the soles: Miki House is more soft, HB is relatively hard; the shoes are self-gravity: Miki House is lighter, the HB is relatively heavy; the inner mouwee cloth: Miki House is thick, HB is relatively smooth Some. Overall, the difference between the two shoes is not very big.
Moonstar / month
Similar Schplex Brand Moonstar / Moon, found in 1873, known as the hot brand of Japanese children’s shoes market, is also an ear cooked Japanese taller, in 1995, it is Qingdao in China. It has established Qingdao Yuexing Shoes Co., Ltd., as the first Japanese children’s shoes entering the Chinese market. There are also many departments, such as Tsukihoshi, Carrot, Suger, etc.
Moonstock’s product pursuing ultra-light weight, Most of the lambs of the moon is China system, in 2008, Qingdao Yuexing Shoes Trading Co., Ltd. was established in China. Its design and development is very high, and after the study of the baby’s foot, produce unique products.
The famous wool worm children’s shoes are the common name of Nike’s tutaneous shoes. According to the magic mirror market intelligence data: From January to October 2019, the sales of Nike children can be placed in the fourth place. In domestic children’s shoes, the product unit price of Nike children’s shoes has been relatively high, but at the same time, high-end steps have a broader market in the trend of consumption upgrades and refined parenting.
Nike is most famous in sports shoes, from sneshes to learn step shoes, and can get better results with technical bond products, occupying consumers, and obtain market recognition.
According to the magic mirror market intelligence data: In 2019, the hottest selling children’s shoes brand is Kinnip, but the sales accounting is 4.9% compared to the same period 2018, and the sales of sales have been well known, Kno is professional to do children’s shoes originate, the main function Shoes, so the school shoes is a very important category block. In the case of many brands into the school, Knoip is the only list in the list of domestic step shoes with strong products. For domestic children’s shoes brand, technology research and development is the current short board. Focus on the basis of product ending is the basis of corporate operation, Kenpi is very developing in China. It is very developing prospects.
In the case of the outbreak of the pedestrian shoes, these five high-end brands lead the development trend of the children’s shoes, and also driven the market benign development. In the era of the maternal change in the maternal and child industry, adhere to the product initial heart, but how to deal with the situation in the future, continue to grow, achieve break growth? On January 9, 2020 Beijing, hosted by the maternal and child industry
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