Kasiron Pioneered The First Market For Children'S Shoes

Kasiron: Jinjiang Jinwei sporting goods brand brand market performance: Children's growth equipment leader brand creation time: 1997 signing Star: Ding Dong, Yang Zi, Dong Dong Wen's Secret: style + advertising + small gifts, every weekend, "Kasiron's innocence hit the earth, Kasiron's innocence hit the earth..."

The children always sing this popular language rhythmically like children's songs, waiting for the children's column of Hunan Golden Eagle cartoon channel, "the child's heart hits the earth", and Kasiron also broadcast the column because of the title, so that the lovely dinosaur image will go deep into the children's hearts.

Kasiron, this lovely and handsome dinosaur was born in 1997, "watching this newborn dinosaur grow up" is the biggest wish of Ding Canyang, general manager of Jinwei sporting goods company. Now Kasiron not only has a "dragon regiment" - Jin Jin, Weiwei, Kaka, West West, longlong, and next year there will be 100 Kasiron children's products straight shop, involving children's shoes, children's wear, children's accessories and so on.

As the leading brand of Chinese children's supplies, Kasiron is always a quick step in the process of development.

When Jinjiang enterprises "get together" the adult sports shoes market, Kasiron stepped into another way to enter the children's shoes market; when the Chinese children's shoes brand "cartoon flooding", Kasiron turned to build her own brand. Now, Kasiron also pioneered the formation of Kasiron club, Ding Canyang's carefully planned "Kasiron Kingdom" is turning the dream into reality.

The "Anta" in the children's shoes industry, like many shoe makers in cheddar, Jinjiang, Ding Canyang entered the industry very early.

"At that time, the whole industry system of adult shoes has basically taken shape, but children's shoes are the most suitable market segments for us. Although the profits are relatively thin, the development of the industry is relatively blank, and the competitive brands are relatively few."

In 1994, when Jinjiang shoe factory "gathered" adult shoes, Ding Canyang chose the children's shoes in another way.

At that time, the shoe factories in Jinjiang mostly rely on OEM production without their own brands, while children's shoes enterprises simply use the "edge ball" of popular cartoon characters, which makes Ding Canyang feel that this business mode is "not right".

No brand is equal to work for others, the initiative is in the hands of customers, playing the "edge ball" is not practical, even if it costs a certain price, won the cartoon image authorization, always in the bottom, because "do not know when to authorize to take back, or increase the price."

"No matter how much you earn or earn, you must make your own brand."

Ding Canyang finally realized the truth.

In 1997, the brand of "children's shoes" was born.

But how to promote a new brand?

This is a new topic for Ding Canyang.

In 2000, the success of Anta's "star + advertising" inspired Ding Canyang. "Adult shoes can ask celebrities to advertise. Why can't children's shoes be allowed?"

In 2001, Kasiron pioneered the celebrity endorsement in the semi children's shoes industry.

When the famous child star jingle took the lively and lively life of Ding Canyang, he smiled happily.

In that year, Kasiron won the first battle. "At that time, many dealers went to the factory to pick up the goods, which was far short of demand."

Ding Canyang is still happy to take the lead in raising the brand spokesperson in the children's footwear industry.

"Advertising must be done, but it must be right."

Ding Canyang cited the example of Hunan Golden Eagle cartoon TV "Cary's heart hit the earth" column, explaining that in line terms, this is called precise delivery, but the reason is not difficult to understand.

Hunan Golden Eagle cartoon TV "child heart hit the earth" as a large-scale children's variety show, suitable for the whole family to watch, this column can match the Kasiron brand.

Sure enough, "Kasiron's innocence hit the earth" column won the first achievement of the National Children's variety show ratings, and became the preferred brand for the growth of domestic youth growth equipment and joy.

The first time to give up cartoons and build up their own brands, the child star endorsement once pushed CIS crow into the ranks of children's shoe leading brands.

The cartoon route was started in 2004, when Ding Canyang's Jinwei sports got the authorization from Japan's Adou Ki and whirlwind taro.

But in the past two years, the cartoon wind heat of children's products industry has suffered from fever. The reasons come from many aspects.

Ding Canyang said that from the perspective of industrial development, a big problem with the use of cartoon images is that many of the edge ball is played. The infringement of authorized cartoons is very "injured", and at any time faces the crisis of being replaced by trendy cartoon images.

"Especially in the past two years, the market tells us that the cartoon wind is going downhill, and it is very slippery at once.

Since last year, some schools have also shown students not to wear cartoon shoes to school.

Shoes printed with cartoon characters are much less marketable than before.

In the view of Ding Canyang, he should operate as an independent brand, popularize in the form of character + trademark, and do not depend on cartoon image. This is the way of brand.

"It should be said that the positioning of Kasiron brand is in line with the mentality of our Chinese people, and the Dragon itself has a strong Chinese element."

Ding Canyang said that the brand mascot Kasiron's China dragon has enriched the brand image, while Jin Jin, Weiwei, Kaka, Xi Xi, and longlong Olympic dragon corps are aiming at the series of Olympic launch campaigns, which are in line with the trend of 2008.

At present, the sales of Kasiron's children's shoes in the coastal areas exceed that of the north of the Yangtze River. The annual sales volume of children's sports shoes, which are located in fashion and vigor, has exceeded 3 million pairs.

Pay attention to technological innovation, children's club is ready to come out. Because of the risk of being replaced by cartoon image, plus the cartoon image of the past two years, more and more children's shoes enterprises attach importance to the health of children's shoes.

"Children's shoes are not the same pursuit of style as they used to be. Instead, they have changed into equal emphasis on materials and styles.

Technological innovation is the biggest change of children's shoes this year. Even a pair of children's shoes may have very high technical content.

Ding Canyang said that by changing the inside materials and using nano odor control materials, the brand of the main brand of children's health was launched this season, and the concept of health technology was appealed to children's shoes.

For the products of the sport and leisure industry, Ding can now pay more attention to the meticulous development of the style.

"I used to think boys and girls were almost alike, and only to distinguish colors in order to facilitate the unified design style."

But in the operation of Ding Canyang, he found that he was more popular with boys.

In order to avoid such bias, he decided to design children's shoes for men's and women's shoes.

For example, the boy's children's shoes last wide, and the little girls are fine.

But if you want to build a club of the club, it is far from enough. How can you solve the problems of children's clothing and accessories?

Learn from others' technology and build your own brand, Ding can answer this question.

Since the beginning of this year, "the company will usually choose some children's industrial advantages to cooperate with local manufacturers with strong development capabilities, such as choosing children's clothing in Guangzhou and Dongguan, and making small leather shoes for Wenzhou in the area.

To integrate the advantages of others, we can form a perfect product system of the company, including pulley shoes, leather shoes, clothes and accessories.

According to Ding Canyang, there will be more than 300 clothes styles coming out next year, and will be tested in three places in Hangzhou, Hunan and Zhengzhou.

"One side is the product area, children's clothing, children's shoes, stationery, backpacks, and even toys, everything is in the entertainment area, children's playground."

Ding Canyang thought over and over the future of the club.

A small gift is a secret weapon. Reporter: compared with adult shoes, what kind of differentiation strategy do you use to make Kasiron's children's products brand up?

Ding Canyang: compared with adult shoes, the development of children's shoes is particularly important, which is the foundation of brand quality assurance. At the same time, advertising on the right road can help the brand open its sales.

But there is also a secret gift in the sale of children's products - a small gift.

In the light of children's psychology of playing with new tastes, we can give some small gifts that we can think of by giving some Yo Yo, jigsaw puzzles, electric cars and so on. These have played a great role in promoting sales.

Reporter: after launching Jin Jin, Wei Wei, Kaka, Xi Xi and long long, many activities have been carried out, including a collection of commemorative medals and a Longgang regiment for the Olympic Games.

Ding Canyang: by collecting the commemorative activities, Kasiron's Jin Jin, Weiwei, Kaka, Xi Xi, and lung lung are more colorful and deeply rooted in the hearts of the people. The activities of keeping pace with the times in 2008 are also in line with the trend.

Editor in chief: Hao Ling