Consumer Culture And Marketing Strategy Of Children'S Brands

China's one-child policy has raised the attention of every family to children. This also makes the children market very valuable.

Many brands, such as Disney, McDonald's and Bobbi, have begun to subdivide children's markets, creating their own achievements and brands by creating and developing their endless emotions and consumer needs.

But our local enterprises seem to be chaotic in the face of the children's brand market.

From birth, children begin to have an impact on the consumption of a family.

Under the current situation, children are born from birth and have an impact on the consumption of a family, and their personality is becoming more and more prominent.

According to the Chinese children's consumption research of the new generation market monitoring organization, the 6-12 year old children's group of China has already had the following characteristics: first, the basic language understanding and perfect language expression, they will express their needs voluntarily, and their consumption demand is clear; second, the consumption of many products is relatively independent, such as snacks, toys, stationery, will start to try their own purchases; third, it has a great influence on parental purchase behavior, and also plays a family leading role in some consumer fields; fourth, personality and consumption behaviors are being formed, and the contents of advertising pmission can easily get their trust; fifth, the attention is unstable, and it is an interest oriented type.

The brand needs to let them feel the change, and constantly stimulate new interest; sixth, thinking from the concrete image thinking gradually to the abstract logical thinking pition, very willing to participate in some intellectual challenge games; seventh, children groups hope to get the need of others to respect more and more intense.

The above characteristics of children groups have very important implications for children's brands. On the one hand, children's market is not a simple market, they have their own set of thinking and language symbol system, children's brands must enter their inner world to be accepted; on the other hand, children's groups are still in the family consumption scenario, children's brands need to understand the interaction mode between children and parents, and find out marketing ideas.

According to the characteristics of Chinese children's group, we must integrate the outstanding cultural connotation to create high value children's brand.

Many brands in the world have distinct national characteristics. For example, Bobbi and Mickey have the attributes of western culture, and cultivate children's recognition of the quality of life in the process of cultivating the market.

Therefore, children's brands in China can also start with Chinese national culture, such as Jin Yuxi's "Yuesai Doll". The traditional cheongsam dress has become a "doll with Chinese characteristics" after her design.

The brand is injected into the brand story, the brand has the space of connotation and extension, and the product has individuality and style.

For example, the "little pig Lulu" series of children's clothing developed by Hongkong Zhuo Ni (International) Garments Co., Ltd. has shaped the image of piggy, smart, lively, cute, fearless and fearless, and is deeply loved by children.

In a short span of time, the company developed more than 100 self run and franchised stores, almost daily.

Children's brands are also indispensable drivers of attraction.

Therefore, the visual identity and packaging design of children's brands should not be merely annotated, but rather by ingenious and humane ways to stimulate the desire of parents and children.

For example, food for children of all ages is displayed on the back of the box to show children's favorite activities or pet pictures.

Cartoons and colourful coloring are the keys to children's consumption psychology.

In addition, we can use the imperceptible education method to put the brand in advance, so that children's groups can cultivate their trust and loyalty to the brand from an early age.

For example, throughout the world, millions of children benefit from Colgate's "sweet smile and bright future" oral health care plan every year, with only 13 million children participating in China every year.

In fact, this activity has also imperceptibly impressed the children involved in Colgate's brand.