Industry Experts Interpret Shoe Industry'S "All Age" Marketing

Locating a single vulnerable old customer

Reporter: what is the advantage of implementing "full age" marketing to cater to the consumer strategy for sports brand?

Zhao Feng, director of sports market center of 361 degree (China) Limited, hereinafter referred to as Zhao: sports brand involves a wide range of ages, and has certain advantages in implementing the "all age" strategy.

At the end of last year, the company launched a brand strategy for children's wear, hoping to develop new markets based on the parent brand.

This is actually a manifestation of multi brand strategy, through the promotion of children's wear brand, in fact, for the parent brand to cultivate potential consumer groups in the future.

From positioning the mother brand of the fashion movement to the brand of children's clothing now being promoted, and then to the future business and leisure area, we can extend the market share to all age groups through the "full age" span and subdivision of products and brands.

Su Zhaohui, Professor of marketing department, Huaqiao University (hereinafter referred to as Su): from a consumer perspective, over time, a sports brand product consumer group positioning is too single, will inevitably lead to its original "old customers" loss.

For example, a consumer at the age of 20 favors the product of a brand, but at the age of 30, if the brand does not extend its product to an age group, the consumer's sense of identity will be lost.

Widening consumer groups from top to bottom

Reporter: which stage of the development of enterprises is most suitable for developing new products and expanding other age groups?

Zhao: when the sales volume of parent brand products tends to be stable, enterprises can consider promoting other age brands at the right time. This is actually the first step in the extension of enterprises' products. For example, the enterprises that originally located in the 20 year old consumer groups can now extend to the 10 year old children's products. In the future, they can extend their products to 30 year old people, and achieve the "all age" leap from childhood to adolescence to young people.

Su: Based on the long-term perspective, it is indeed necessary for the brand enterprises to expand the plan of the consumer group from 10 to 15 years old, but we must pay attention to the choice of the opportunity to expand.

Under normal circumstances, the parent brand of an enterprise must be promoted from the two or three line market to the first and second tier markets. Until the first and second tier markets are widely recognized, it will be safer to invest in another sub brand.

Separate marketing brand

Reporter: how to operate the age differentiated brand? What problems should we pay attention to?

Zhang Tao, vice president of Anta (China) Co., Ltd.: promoting sub brands suitable for different ages is actually a way to supplement the parent brand consumer groups.

In the specific operation, enterprises should notice that there are certain differences in the color matching, style design and management and operation of sub brand products. These differences make it difficult for the talents between brands to flow. Once the talents can not adapt to the operation of the new brand, they may lead to failure in operation.

Therefore, enterprises can separate the sub brand operation project group, and in the sales channel, we can find another way to separate adults from children.

At present, the company's children's products are not sold in the current exclusive stores, but in Beijing, Shanghai, Shenzhen and other large and medium-sized cities to carry out specialized children's brand promotion, in order to attract two or three line city franchisee.

Su: the products of differentiated age series do not have to be absolutely separated. In order to make better use of the consumer identity advantage of the parent brand, enterprises can choose to sell mixed brands with multiple sub brands in the major flagship stores of major cities.