Functional shoes sell well in children's market industry to be improved

Functional shoes are still in the early stages of development and the market's normative issues are difficult to ignore. The most direct manifestation is that there is no clear definition, there is no set of strict market inspection standards, and there is no unified organization for management. There are many definitions of functional shoes, but there is no academic recognition, many companies have advertised their shoes are functional shoes, but for consumers, it is difficult to determine.

“Functional shoes are functional products, which require manufacturers to have a certain level of research and development capabilities and high production standards in order to ensure that the produced functional shoes can play a role in value. This is for many children’s shoe manufacturers. It is not a small test, so some manufacturers take the opportunity to catch up with this trend, seize this opportunity, and take the opportunity to name the less mature products in the name of functional shoes without fully regulating the market. No. is put into production and sales, and functional footwear is still a new product in the domestic market, and many consumers do not understand it, and it is easy to be misled and deceived. This has not only disrupted the functional footwear market that was not perfect enough, but also gave R&D intentions. Businesses are putting pressure on, and consumers will be suspicious of the effectiveness of functional shoes.” Industry insiders who do not want to be named express their concerns.

“At present, the production and development of functional shoes on the market are not very strict. Many so-called functional shoes are actually only playing on the edge and making certain visual effects. The real function may not be that big. Although many companies now have the intention to carry out Related production, but functional shoes are functional. With the development of the market, there may be several leading brands, or several series to occupy the market. Other products may be a gust of wind, and there is no way to gain a foothold in the market for a long time. "Wang Xiaojun, marketing director of cool odd children's shoes said.

In addition, for the time being, the country has not issued functional shoes criteria. According to Wei Yafei, China Leather Association, functional footwear production should have its own standard. The standards of "skating shoes" and "sports shoes" do not apply. Two years ago, hegemony shoes that became popular in the past were caused by the lack of relevant national quality standards and caused industry supervision difficulties. The quality of an industry's products does not go up, it is bound to cause the industry to produce "disorderly" images, price wars, and good products will create a backlog in the market, which will inevitably lead to the sluggishness of the entire industry.

According to Chen Shuqing, Secretary-General of the Fujian Children's Shoes Association, in addition to technical research and development, the clear definition and testing of functional footwear must also be done. Since the concept of health should be emphasized, the brand must enable its products to meet the needs of healthy people. The industry formed a consensus on functional shoes and improved the standard of the functional footwear market. The enterprises must really put the function of the functional shoes in place, distinguish them from the normal functions of the children's shoes, and must keep up with the channels and products. It is necessary to be able to provide functional shoes with different functions according to the needs of different children so as to ensure the maximization of value.