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Children's shoes: set off a "brand" campaign a new upsurge (Figure)
In 2010, the children's shoes industry in Quanzhou experienced a significant transformation, marking a turning point for the sector. As small children's shoes began to shape a large-scale industry, local enterprises made bold moves to elevate their brand presence and market reach. From hiring celebrities as brand ambassadors to investing heavily in research and development, the industry embraced innovation and integration, expanding from just footwear into a broader range of children’s products.
One of the most notable developments was the rise of the "children's living museum" concept. Companies started to offer one-stop shopping experiences, combining shoes with clothing and other accessories. Brands like Hornet, Cardin, and ABC launched integrated collections, while others such as Cambridge and Tutu introduced new lines that captured the attention of both parents and kids. This shift not only diversified product offerings but also created a more immersive shopping experience.
Celebrity endorsements became a powerful marketing tool. Enterprises like Yonggao Sporting Goods Co., Ltd. invested millions in bringing in stars like Lin Miao, while brands such as Seva Hui and Gang Deng enlisted popular figures like Li Yuchun and Liu Xuan. This move reflected a growing trend in the industry—shifting from cartoon characters to adult celebrities to appeal to a broader audience, especially as the market matured.
Another key strategy was the expansion into target markets across China. Regional orders were no longer limited to small-scale operations; instead, companies adopted more strategic approaches, leveraging media coverage and direct engagement with local agents. This helped them build stronger relationships with distributors, improve brand awareness, and increase market share in different regions.
A major milestone in 2010 was the launch of the “China Children’s Foot Type Research Database.†This initiative marked the first nationwide survey of children’s foot shapes, aiming to provide standardized data for shoe manufacturers. The project, supported by research institutes and leading brands, aimed to enhance comfort, safety, and overall quality of children's footwear. It also paved the way for more advanced design and production techniques.
In addition, several companies developed independent intellectual property, including patents for anti-slip soles and growth correction shoes. These innovations highlighted the industry’s growing focus on health and technology, ensuring that children's shoes met higher standards.
Fujian Province also took steps toward standardization. In December 2010, the local standard for casual children’s shoes was validated in Quanzhou, setting a benchmark for quality and safety. This effort was crucial for promoting healthy and sustainable development in the industry.
To further strengthen collaboration, the Fujian Footwear Association established a dedicated children's shoes branch. This initiative aimed to unify standards, promote brand development, and foster innovation within the sector. Experts emphasized the need for a professional and authoritative body to guide the industry, especially given its rapid growth and increasing competition.
Finally, the first China Children's Shoes Industry Summit recognized top brands and individuals who contributed significantly to the sector. Awards were given to companies like Yonggao, Camel, and Altman, as well as industry leaders such as Hou Binghui and Lin Zhendong. These efforts underscored the industry's progress and its bright future.