Shoe Manufacturers Staged A Full Age Attack To Expand The Shoe Market.

Mother in law brand After sales volume stabilized, some shoes and clothing enterprises began to promote others. Age Layer brand Expand Consumer groups.

On the middle age business "idea", expand children's potential market. With the strong market recognition effect of the parent brand, the shoe and clothing enterprises in our city extend the marketing strategy to other consumer groups in the meticulous exercise of the flagship age consumption products, and make the enterprise brand "old and young suitable" with multi age series products. So, is "all age" marketing a panacea? Can it really expand consumer groups? Will it lead to ambiguity in brand positioning? Please listen to the views of industry experts.

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: sports brand involves a wide range of ages, and has certain advantages in implementing the "whole 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 the mother brand, which is located in the fashion movement, is now being promoted. Children's wear Brand, and then to the future business and leisure areas planned to enter, through the product and brand "full age" span and subdivision, can enable enterprises to expand the market share to all age groups.

Sue: from a consumer perspective, as time goes on, a Sports The location of sports brand's product consumer group is too single, which will inevitably lead to the loss of its original "old customers". 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 enterprise development is most suitable for developing new products and expanding other age consumption? group ?

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 children's products at the age of 10, and in the future, they can extend their products to 30 year old or so people to achieve their products. childhood To the youth and then to the young people's "all age" span.

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

Remember: create age difference How to operate the brand? What problems should we pay attention to?

Zhang: 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 specialized in children's brand promotion in large, medium and small cities, such as, and so on, so as to attract the franchisees in the two or three tier cities.

Su: the products of differentiated age series do not have to be absolutely separated. In order to better borrow the consumer brand identity advantage of the parent brand, enterprises can choose to carry out many sub brands in large flagship stores in major cities. blend Sale.