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The Promotion Of Children'S Clothing Is Mainly Based On Emotional Promotion.

2008/7/9 12:47:00 41775

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How to make rational use of promotion strategy is a problem for every enterprise and distributor. The promotion strategy affects the whole market trend. When many enterprises make annual marketing strategy, promotion will be mentioned in a very important position.

Then, when the market competition is fierce, how can we do a good job in promoting sales cards and take the lead in the market? Different enterprises will have different ways.

But basically, a consensus should be reached on the purpose of promotion. Promotional activities should be followed by waves. They should be targeted, interesting and stimulating. The purpose is to attract more customers to participate and push the whole sales campaign to a climax.

The conventional practice in clothing enterprises is discounted sales promotion, and the promotion mode in children's clothing enterprises is not the same as most clothing enterprises.

In the 18 shopping malls about the promotion of the survey, most of the mall brand children's clothing is not involved in the discount promotion, and take a sufficient amount of money after the delivery of gifts.

There are many kinds of gifts, ranging from toys, clothing accessories (hats, scarves, etc.) to underwear, but most of them are stuffed toys.

This is related to the characteristics of children's clothing. The price of most children's clothing is not comparable to that of adult wear. Low price is one of the reasons why children's clothing is not discounted, so many people in the industry say that children's clothing has entered a meager profit era, and the price of children's clothing has not been very flexible.

It is very practical for children to wear ornaments, and the underwear is a necessary product, so this kind of promotion is very popular with consumers.

Toys are children's angels, and children's enthusiasm for toys will stimulate children's enthusiasm for clothes.

Therefore, children's clothing brand selection is very effective.

另外，很多品牌童裝對(duì)商場統(tǒng)一的促銷活動(dòng)時(shí)也會(huì)積極參加，有些品牌的童裝對(duì)商場進(jìn)行選擇時(shí)也會(huì)考慮商場的促銷方式，對(duì)于經(jīng)常打折的商場它們的態(tài)度是不會(huì)加入的，因此童裝在選擇商場的時(shí)候?qū)嶋H上也是在選擇自己的品牌形象。因?yàn)楝F(xiàn)階段童裝品牌做廣告的相對(duì)較少，因此對(duì)于形象的定位在主觀上表達(dá)的方式除了產(chǎn)品的定位外就很少了，因此商場的定位從某種角度上向消費(fèi)者訴說的是童裝品牌的形象。

Moreover, because of the characteristics of children's clothing, children's clothing has reservations about the common promotional means of discount, most brands have little discount, but many children's clothing has membership and integration promotion mode. For members and a certain number of customers who receive a certain amount of gifts, they feel more invested in culture and emotion.

This is related to the starting point of many children's clothing enterprises. Nowadays, many brands of children's clothing sold on the market are overseas brands of agents. Most overseas brands have already had a certain pattern of operation in the market, and they have certain experience in the construction of brand culture.

Therefore, most children's clothing enterprises attach great importance to brand culture. In comparison with other categories of clothing, children's clothing enterprises are doing relatively well in this respect.

Brand children's clothing terminal advertising less, in the survey, in addition to a few children's clothing brand, almost no enterprise will do terminal advertising.

More often than not, the image of the brand is conveys by the word-of-mouth of the customers. For the regional shopping malls in the survey, the proportion of consumers who consume two times of a brand and customers who consume many times, that is, the proportion of consumers who buy the brand repeatedly, is very high.

This is related to the industrial status of children's clothing at the present stage. Most of the children's clothing enterprises are still in the stage of accumulation of funds, and the economic strength is not enough relative to adult clothes, so advertising input is relatively small.

Moreover, children's clothing consumption groups themselves consider more about the safety of clothing, so word of mouth plays a great role in children's clothing consumption, so children's wear brands invest more energy in this regard.

From the above situation, emotional promotion in the whole children's clothing industry is in line with the current stage of children's clothing industry development.