Footwear cos see campus market as lucrative venture

01 Jul '08

2 min read

With rapidly changing times, most companies have, by now, realized that modern youth is the key consumer in most developing countries. China is no exception.

Studies show that in China the 'campus market' is worth over 14 billion yuan, especially constituting of city youngsters.

Campus market refers to consumers within the 15-25 year age-group in the country.

Recognizing this, adult shoe-makers have now started manufacturing for teenagers and youngsters, particularly focusing on sports-shoes.

This trend is seen all over Quanzhou city, Fujian Province, which is one of the chief footwear producing regions in China.

Other examples include Jingjiang Waitaishen Group, which launched the 'Teenagers' Land Movement' campaign this April when it first entered campus market.

Meanwhile, Quanzhou Feike Group has also announced its plans to offer sports-shoes for the teenagers in wide range of sizes and styles. Company will put its plans into effect this autumn and will engage its new work-shops for the purpose.

Xtep Group, Jordan and Athletic are among numerous other adult-footwear brands that are following this trend.

Experts say that, since there is severe competition in kids' footwear market, which is mainly represented by brands portraying cartoon and children's fictional characters, campus market has emerged as a new lucrative target for enterprises.

Fibre2fashion News Desk - China

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