Life Hall Marketing Leads To Revolutionary Industrial Upgrading

children's shoes brand Our collective efforts have become a beautiful landscape for the shoe industry, which suffered from the global financial crisis and the backlog of channel inventory in 2009. Nevertheless, it will take some time for children's shoes to stand out from the rest of the footwear industry. After all, the children's shoes brand is currently in the stage of wholesale sales, and the improvement of brand awareness, reputation and loyalty cannot be achieved overnight.

The exploration of "Cartoon Carnival" is full of thorns. When many people are looking at this model, a new terminal marketing model in the children's products industry - Living Hall came into being.

Recently, at the new product launch conference of Bumblebee Children's Products Co., Ltd., as the latecomer of Jinjiang children's shoes plate, Bumblebee's launch conference was not paid attention to by the industry. Surprisingly, at the press conference with low attention, Bumblebee launched its own "Children's Life Pavilion", Children's clothing , toys, stationery and other children's articles were introduced.

Coincidentally, at the beginning of spring, dozens of foot friends' and children's living halls were suddenly added in many second and third tier cities in China like flowers blooming overnight.

Foot friends build small and medium-sized children's living halls

This year, Zuyou will focus on adding small and medium-sized children's living halls in the second and third tier cities. These shops are closer to the living areas and have a medium area. However, they are definitely the first choice for mass consumers to shop and have a strong profit space.

"If 2009 is a leap year for the brand of Zuoyou, then 2010 is a qualitative change year for the channel of Zuoyou. This year, the system of Zuoyou exclusive stores will make a qualitative leap, and it is preliminarily estimated that the number of children's living halls will increase to 600, becoming one of the brands with the strongest channel strength in China's children's shoes industry." Yang Jingping, general manager of Fujian Zuoyou Sports Goods Company, said.

Last year, affected by the macro-economy, the growth rate of China's children's products industry was limited to a certain extent, but several leading enterprises in the domestic children's shoes industry still achieved rapid growth. In 2009, Zuyou successively won the industry's first "China Famous Trademark" recognized by the State Administration of Industry and Commerce, the industry's first "China Footwear Industry Technology Demonstration Enterprise", and the industry's first "China Quality Wanlixing Council Member". At the same time, the children's life hall built by Zuyou with all its efforts was successfully settled in major central cities, with strong growth momentum of children's clothing series The baby series is a big hit. The brand, product and channel are launched at the same time, making Zuyou China children's shoes The most shining brand star in the industry in 2009.

At the same time, many Quanzhou enterprises, including Jinwei, also intend to create their own "children's life hall" system through the combination of several types of children's products. All kinds of signs indicate that the concept of "children's life hall" is rapidly spreading in the children's products industry in Quanzhou, and the change of children's products terminals, such as children's shoes and children's clothing, is quietly taking shape.

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Life hall mode combining children's shoes with animation

No one can deny that children and teenagers in China have experienced the era of comics. At the same time, the cartoon images of Altman and Mickey Mouse occupied the children's product industry. Almost all children's clothing and shoes are brands with cartoon images. However, the degree of popularity, a few years later, some enterprises not only rely on a cartoon image to dominate the world.

In the field of children's wear with fierce competition, Quanzhou's children's wear industry takes the lead in building a children's wear museum in China, which is conducive to occupying the market highland. Living hall is a terminal sales mode that has begun to rise in the domestic clothing industry in recent years. The life hall is no longer limited to a single product of a brand, but attracts consumers with rich and serialized products, advocates one-stop, experiential and other consumption concepts, and leads the corresponding lifestyle and consumption mode. At present, in the Fujian style clothing plate, the life hall of Seven Wolves is more shaped. The product category of Seven Wolves Life Hall not only includes several sub series products of Seven Wolves men's clothing, but also includes women's clothing and children's clothing. At the same time, the living hall also introduces fitness, beauty, catering, etc. to guide consumers' fashion consumption patterns.

"The 'Cartoon Carnival' we want to build is similar to the Seven Wolf Living Hall", Lin Weisheng said that Wantaisheng plans to include all the cartoon images of Altman, Feitian policewoman, rogue rabbit and other cartoon images that the company has the right to use in the "Cartoon Carnival" through "string", "Different cartoon images may have different fans. For example, Altman is the idol of little boys, and Feitian policewoman is more popular with little girls. We can integrate these brands to meet the needs of different consumers."

In the company's plan, "Cartoon Carnival" will not only sell children's shoes and clothes, but also promote the concept of happy life in the form of children's eating, drinking, playing and playing, and instill the concept of healthy learning and healthy growth into children's consumers. Zhao Jianhe, Chairman of Green, said that the company was preparing to further extend the products of the Dadida brand. At present, Dadida has many series of products such as small and medium-sized children's clothes, baby clothes and children's shoes. Next, the brand image of Dadida will continue to extend to the field of children's products such as schoolbags and toys.

Professionals in the industry believe that although it is the peak of consumption of domestic children's wear brands at present, foreign brands have long occupied the first line of the domestic market. In addition, many foreign trade children's wear enterprises have turned to domestic sales, and the domestic market competition is increasingly fierce. After years of competition in the men's wear field, Fujian, Zhejiang and other clothing sectors also began to spread to the brand children's wear industry. "The foundation of Quanzhou's children's clothing industry is very good, and the next step is to improve the brand operation." In fact, not only in Fujian, the combination of children's clothing and animation, and the concept of life hall are all good attempts.