Children'S Clothing Brand Seeks The Last Piece Of "Gold Mine"

In the increasingly competitive competition of clothing industry, if there is still the last piece of "gold mine" has not yet been developed, it is not the field of children's clothing.

The reason is that the vast majority of garment enterprises have focused their products on the adult world with the ability to consume, ignoring the field.

However, with the introduction of NIKE, Ai Da Si and other international brands into China's children's wear market and other capital for the children's wear market, the domestic children's clothing enterprises will no longer be similar to their own water products, and will face more and more new competition with mature market operation experience and strong resources support.

What needs to arouse the concern of the major manufacturers is that the new round of competition is not simply reflected in the competition in price or manufacturing capacity, but also in the overall competition of the brand.

How can enterprises stand out in the new round of competition and how can they make the existing brands bigger and stronger? This is a threshold for children's clothing enterprises.

If you get along, you will sail in the wind, and you will still be in a hurry if you can't get through.

Based on this, the author combines years of actual combat experience, for children's clothing enterprises do the following brand promotion suggestions.

1. market segmentation, cutting the market.

The market is still the market, and the difference is that the market needs targeted segmentation. Only when the group is clearly defined can enterprises benefit.

The children's clothing market covers a range of children from 0 to 14 years old. Even in the eyes of some parents, 14 years old ~16 years old junior high school students are also regarded as children's range. Specifically from the market, they can be divided into 0 years old baby clothes, 1-3 year old children's clothing, 4-6 year old children's wear, 7-9 year old children's clothing, 10-12 year old children's wear, 13-16 year old teenage clothes, six market segments.

The following are as follows:

The main purpose of this subdivision is to deal with differences in psychological characteristics, physiological characteristics and growth characteristics of children at different stages of their development at the age of 0-16.

It can be seen from this diagram that children's psychological consciousness is gradually developing from unconscious to conscious to rebellious.

The effective control of the process will determine the difference between the styles and materials of children's clothing at different stages. For example, in infants and young children, children's skin will be rejected by their mothers because of their low immunity and delicate skin.

At the same time, according to China's national conditions, there are no taboos in the clothing of two age groups, one is the infant group, the other is the elderly group.

Therefore, from the style and color of clothing can be said to use "unscrupulous" four words to describe.

This is the typical psychological and physiological characteristics of children in infancy.

2. product functional R & D, brand interest oriented

The biggest difference and difference between the children's wear market and the adult market is that the children in the children's clothing market have two kinds of people, one is children's children, and the other is the decision makers and staff members who buy children's clothing.

The particularity of children's clothing brings difficulties to brand promotion. Is it the parents who lock the users or the children? After all, the judgment and decision making power of the two are different from others.

The younger children are, the weaker their self-consciousness is, the stronger their self-consciousness is.

From this point of view, the direction of the consumers in infancy and early childhood should be parents, not children. But in the scope of children, the consciousness of children is stronger and stronger, and the consciousness of self choice is stronger. This leads to the larger the age of children, the more the market consumers are pointing to the children themselves.

This trend and change will set the tone for manufacturers' products. Marketing emphasizes efficiency, that is, enterprises should sell products to consumers in the shortest time.

And the most effective way to pry this market lever is to find the proper fulcrum. For children's clothing, the fulcrum is the precise positioning of the brand to meet the needs of consumers.

For children themselves,

Similarly, for parents, there are two core points of concern for children's clothing market.

One is the manufacturing quality and product quality of the product itself, and the other is the derivative benefits represented by the product.

The former belongs to the rigid requirement of products and is one of the necessary conditions.

The latter is spiritual pursuit.

The reason is that no wonder parents care for their children and love their children in the future.

The logical diagram is as follows:

Whether from the user's perspective or from the perspective of policy makers or staff, a brand value line is followed in the process of brand positioning, that is, the thread of "attribute > function > feeling > interest" drives the pmission of value.

Simple examples are as follows:

For example, the product of children's clothing claims 100% of pure cotton, its function is to show that the product has a soft and light function, this function gives consumers the impression that the product must be comfortable and will not stimulate the child's skin to cause allergies.

All mothers want their children to grow up healthily and happily. This is their original motivation. Therefore, they are painstaking in buying clothes for children. There is only one purpose for thousands of choices, that is, to be a good mother who is conscientious and conscientious. If they do not choose the right clothes for their children, their hearts may be upset. At the same time, the hidden problem is that they are afraid of being condemned by their social strength because of their unfulfilled heart, and they worry that they will become bad mothers.

So, if we choose the 100% properties of pure cotton children's clothing products, it indirectly proves that the mother who chooses the product is more dedicated than the mother who chooses 99% pure cotton, and the social benefits it brings is that the mother who chooses the product must be "good mother".

This is the so-called product value.

The value of decision makers and staff members is so pmitted, and users'

3, brand positioning, strengthen the key points of communication.

Before we analyze, children's clothing products are growing according to age and users' psychological consciousness is stronger and stronger. Their willingness to choose products is stronger. In contrast, parents of decision makers are being pformed from policy makers and executors to advisers.

Therefore, the positioning of children's clothing products is also quite different. For infants and young children, products should be positioned in the parents, and for children above products should be returned to the children themselves.

After the location is determined, the following is to find the key point of brand positioning communication.

1) the key point of brand price positioning: there are two categories of products in the children's clothing market, one is a flood of low-priced goods, these products are not brand awareness, flooding the market in large quantities, and the other is high-end goods, taking the brand line.

However, in real life, because children in their own growth process, their psychological and physiological are in a period of rapid change, which results in the product cycle shorter than that of the adult market. Even when parents make decisions, the children's body grows and changes every year.

A large number of such cases lead consumers to choose the products with high cost performance as the first choice when purchasing products, because even if they are discarded, there is nothing to be regrettable about such clothes.

Therefore, children's clothing enterprises should pay attention to the price setting of products. Children's price bands should be set at the benchmark of high performance price ratio in the juvenile stage. Otherwise, if the product is priced too high, consumers will not buy it.

2) the key points of brand channel communication:

In the Chinese market, losing the support of channel power, the market will lose a lot.

In the market of children's clothing, there are three main ways of access, one is self built shop mode, one is franchise chain mode, the other is large circulation distribution mode.

Each mode has its own characteristics.

But no matter what, these paths are directly contacted with customers, and customers' perception of products is pmitted through these key points.

Therefore, it is particularly important to effectively do well the display and image of the terminal, train professional high-quality guides, and targeted and standardized dissemination content.

4, industrial chain, blue ocean marketing

Brand is the intrinsic performance of an enterprise, and it delivers the value that the enterprise provides for consumers. This value is only meaningful for consumers, otherwise it is "false value" which is not recognized and recognized by the market.

Children's wear industry has spanned the time span of children from 0 to 16 years old, and this time is just a process of children's acceptance of social information and cognition of society from small to large.

Therefore, to effectively find the interest points of consumers and combine them with product attributes and functional characteristics, each brand communication will form a brand of precipitation and accumulation. When children gradually have their own subjective consciousness, they will have a strong loyalty to the brand.

My nephew is eleven years old, because he usually enjoys watching cartoons, especially Altman and jubilant.

Therefore, in his daily necessities, all these two related products are considered good products, and they are crying and shouting for me to buy.

He did not distinguish himself from the good or bad, because he liked the cartoon.

At this time, his animated cartoon characters, which he likes to see everyday, become the incarnation of children's innocence dream and his desire for future vision. This stimulates his strong buying motivation and indirectly affects adult's decision-making, thus forming purchase behavior.

For children, the meaning of a cartoon image LOGO is much greater than that of a children's clothing. This is the logic of children.

This case means that if we want to really do a good job in children's clothing market, it is not only the product itself, but also the sense of "Kung Fu is beyond poetry". This is precisely because the children's characteristics of the children's clothing market are quite different from that of the adult market.

Therefore, there are many children's wear market and animation business alliance, or create their own animation business, animation character image for the product spokesperson.

At this time, the spread of corporate brand is mainly through the accumulation of anime publicity to achieve consumer awareness and loyalty.

At this time, it is hard for a company to tell whether it is a high-tech animation company or a children's clothing enterprise. This is not to say that the brand positioning is not clear and cross boundary business is not clear.

On the contrary, this is the model of blue ocean strategy.

Because only by meeting the needs of consumers, providing consumers with value and gaining the recognition of consumers, can marketing communication be meaningful and the brand can become "real brand".

From this point of view, it is not difficult to understand the Wahaha cross border children's clothing industry that makes water. Haier, who makes electrical appliances, has to get involved in the children's clothing industry. It is even more difficult to understand that FLSH animation companies are also involved in children's clothing.

In the increasingly competitive competition of clothing industry, if there is still the last piece of "gold mine" has not yet been developed, it is not the field of children's clothing.

The reason is that the vast majority of garment enterprises have focused their products on the adult market with the ability to consume, ignoring the market development and operation in this field.

But as the market matures and consumer demand changes, many manufacturers suddenly look back and suddenly find that the children's clothing market is already a piece of lights.

The huge market demand and objective profit space suddenly attracted the attention of a large number of garment manufacturers, and even some international clothing giants also launched their efforts to covet this emerging market.

All these indicate that the children's wear market is in the ascendant and has great potential.

However, with the introduction of NIKE, Ai Da Si and other international brands into China's children's wear market and other capital for the children's wear market, the domestic children's clothing enterprises will no longer be similar to their own water products, and will face more and more new competition with mature market operation experience and strong resources support.

What needs to arouse the concern of the major manufacturers is that the new round of competition is not simply reflected in the competition in price or manufacturing capacity, but also in the overall competition of the brand.

How can enterprises stand out in the new round of competition and how can they make the existing brands bigger and stronger? This is a threshold for children's clothing enterprises.

If you get along, you will sail in the wind, and you will still be in a hurry if you can't get through.

Based on this, the author combines years of actual combat experience, for children's clothing enterprises do the following brand promotion suggestions.

1. market segmentation, cutting the market.

The market is still the market, and the difference is that the market needs targeted segmentation. Only when the group is clearly defined can enterprises benefit.

The children's clothing market covers a range of children from 0 to 14 years old. Even in the eyes of some parents, 14 years old ~16 years old junior high school students are also regarded as children's range. Specifically from the market, they can be divided into 0 years old baby clothes, 1-3 year old children's clothing, 4-6 year old children's wear, 7-9 year old children's clothing, 10-12 year old children's wear, 13-16 year old teenage clothes, six market segments.

The following are as follows:

The main purpose of this subdivision is to deal with differences in psychological characteristics, physiological characteristics and growth characteristics of children at different stages of their development at the age of 0-16.

It can be seen from this diagram that children's psychological consciousness is gradually developing from unconscious to conscious to rebellious.

The effective control of the process will determine the difference between the styles and materials of children's clothing at different stages. For example, in infants and young children, children's skin will be rejected by their mothers because of their low immunity and delicate skin.

At the same time, according to China's national conditions, there are no taboos in the clothing of two age groups, one is the infant group, the other is the elderly group.

Therefore, from the style and color of clothing can be said to use "unscrupulous" four words to describe.

This is the typical psychological and physiological characteristics of children in infancy.

2. product functional R & D, brand interest oriented

The biggest difference and difference between the children's wear market and the adult market is that the children in the children's clothing market have two kinds of people, one is children's children, and the other is the decision makers and staff members who buy children's clothing.

The particularity of children's clothing brings difficulties to brand promotion. Is it the parents who lock the users or the children? After all, the judgment and decision making power of the two are different from others.

The younger children are, the weaker their self-consciousness is, the stronger their self-consciousness is.

From this point of view, the direction of the consumers in infancy and early childhood should be parents, not children. But in the scope of children, the consciousness of children is stronger and stronger, and the consciousness of self choice is stronger. This leads to the larger the age of children, the more the market consumers are pointing to the children themselves.

This trend and change will set the tone for manufacturers' products. Marketing emphasizes efficiency, that is, enterprises should sell products to consumers in the shortest time.

And the most effective way to pry this market lever is to find the proper fulcrum. For children's clothing, the fulcrum is the precise positioning of the brand to meet the needs of consumers.

For children themselves, children's clothing products have two core points, one is that the quality of their products can not be poor, and the second is that the product itself represents the spiritual pursuit of children. The older the children are, the more significant the children's performance is.

The typical case is Nike shoes, the same products, not Nike trademark, even less than one hundred of the price is not known, but with the NIKE trademark, the price can suddenly turn four times, and some even higher.

This is no longer the problem of product quality itself competition, but because consumers and NIKE shoes represent a positive spirit behind the resonance, this spirit is the so-called brand imprint.

Similarly, for parents, there are two core points of concern for children's clothing market.

One is the manufacturing quality and product quality of the product itself, and the other is the derivative benefits represented by the product.

The former belongs to the rigid requirement of products and is one of the necessary conditions.

The latter is spiritual pursuit.

The reason is that no wonder parents care for their children and love their children in the future.

The logical diagram is as follows:

Whether from the user's perspective or from the perspective of policy makers or staff, a brand value line is followed in the process of brand positioning, that is, the thread of "attribute > function > feeling > interest" drives the pmission of value.

Simple examples are as follows:

For example, the product of children's clothing claims 100% of pure cotton, its function is to show that the product has a soft and light function, this function gives consumers the impression that the product must be comfortable and will not stimulate the child's skin to cause allergies.

All mothers want their children to grow up healthily and happily. This is their original motivation. Therefore, they are painstaking in buying clothes for children. There is only one purpose for thousands of choices, that is, to be a good mother who is conscientious and conscientious. If they do not choose the right clothes for their children, their hearts may be upset. At the same time, the hidden problem is that they are afraid of being condemned by their social strength because of their unfulfilled heart, and they worry that they will become bad mothers.

So, if we choose the 100% properties of pure cotton children's clothing products, it indirectly proves that the mother who chooses the product is more dedicated than the mother who chooses 99% pure cotton, and the social benefits it brings is that the mother who chooses the product must be "good mother".

This is the so-called product value.

The value of decision makers and staff members is so pmitted, and the value pfer of users is also true.

3, brand positioning, strengthen the key points of communication.

Before we analyze, children's clothing products are growing according to age and users' psychological consciousness is stronger and stronger. Their willingness to choose products is stronger. In contrast, parents of decision makers are being pformed from policy makers and executors to advisers.

Therefore, the positioning of children's clothing products is also quite different. For infants and young children, products should be positioned in the parents, and for children above products should be returned to the children themselves.

After the location is determined, the following is to find the key point of brand positioning communication.

1) the key point of brand price positioning: there are two categories of products in the children's clothing market, one is a flood of low-priced goods, these products are not brand awareness, flooding the market in large quantities, and the other is high-end goods, taking the brand line.

However, in real life, because children in their own growth process, their psychological and physiological are in a period of rapid change, which results in the product cycle shorter than that of the adult market. Even when parents make decisions, the children's body grows and changes every year.

The existence of such a large number of cases, resulting in consumers in the procurement of products, often choose those high quality products as the first choice, because such clothes even discarded is nothing to be regrettable.

Therefore, children's clothing enterprises should pay attention to the price of products, child to juvenile product price Belt should be fixed on the high price ratio, otherwise if the product is overpriced, the consumer does not buy the account.

2) the key points of brand channel communication:

In the Chinese market, losing the support of channel power, the market will lose a lot.

In the market of children's clothing, there are three main ways of access, one is self built shop mode, one is franchise chain mode, the other is large circulation distribution mode.

Each mode has its own characteristics.

But no matter what, these paths are directly contacted with customers, and customers' perception of products is pmitted through these key points.

Therefore, it is particularly important to effectively do well the display and image of the terminal, train professional high-quality guides, and targeted and standardized dissemination content.

4, industrial chain, blue ocean marketing {page_break}

Brand is the intrinsic performance of an enterprise, and it delivers the value that the enterprise provides for consumers. This value is only meaningful for consumers, otherwise it is "false value" which is not recognized and recognized by the market.

Children's wear industry has spanned the time span of children from 0 to 16 years old, and this time is just a process of children's acceptance of social information and cognition of society from small to large.

Therefore, to effectively find the interest points of consumers and combine them with product attributes and functional characteristics, each brand communication will form a brand of precipitation and accumulation. When children gradually have their own subjective consciousness, they will have a strong loyalty to the brand.

My nephew is eleven years old, because he usually enjoys watching cartoons, especially Altman and jubilant.

Therefore, in his daily necessities, all these two related products are considered good products, and they are crying and shouting for me to buy.

He did not distinguish himself from the good or bad, because he liked the cartoon.

At this time, his animated cartoon characters, which he likes to see everyday, become the incarnation of children's innocence dream and his desire for future vision. This stimulates his strong buying motivation and indirectly affects adult's decision-making, thus forming purchase behavior.

For children, the meaning of a cartoon image LOGO is much greater than that of a children's clothing. This is the logic of children.

This case means that if we want to really do a good job in children's clothing market, it is not only the product itself, but also the sense of "Kung Fu is beyond poetry". This is precisely because the children's characteristics of the children's clothing market are quite different from that of the adult market.

Therefore, there are many children's wear market and animation business alliance, or create their own animation business, animation character image for the product spokesperson.

At this time, the spread of corporate brand is mainly through the accumulation of anime publicity to achieve consumer awareness and loyalty.

At this time, it is hard for a company to tell whether it is a high-tech animation company or a children's clothing enterprise. This is not to say that the brand positioning is not clear and cross boundary business is not clear.

On the contrary, this is the model of blue ocean strategy.

Because only by meeting the needs of consumers, providing consumers with value and gaining the recognition of consumers, can marketing communication be meaningful and the brand can become "real brand".

From this point of view, it is not difficult to understand the Wahaha cross border children's clothing industry that makes water. Haier, who makes electrical appliances, has to get involved in the children's clothing industry. It is even more difficult to understand that FLSH animation companies are also involved in children's clothing.