Children'S Shoes Brand War Opens

August 12th, this summer vacation, as long as we open the CCTV children's channel or Hunan satellite TV Jinying cartoon, the Haixi children's industry advertising is coming face to face.

The precursor of industry shuffling period

This year, the tickled children's clothing hit twice the amount of last year - 30 million of the CCTV ads were broadcast on CCTV and children's channels.

Mamie Marka's children's clothing this year will join hands with the world's top brands to create Ogilvy's 2010 brand promotion strategy.

Last month, the commercials featuring Mami and Maca's two cartoon characters were first broadcast on CCTV's children's channel.

In addition to these two children's wear brands, ABC, foot friends, POOVE, Yong Gao, di Meng and other Hercynian children's shoes are also making efforts.

Since ABC launched the CCTV- children's channel in May last year, it has made a qualitative leap in brand awareness, reputation and market share.

This year, ABC will continue to advertise in the CCTV- children's channel "sesame open" and "happy experience" and so on.

Next month, the advertising of the new brand spokesperson swallow and E brother will completely replace the existing advertisements. The brand concept of "health care experts" will be broadcast in the media such as CCTV children's channel, Hunan satellite TV Golden Eagle cartoon channel and so on, and the three-dimensional communication platform will be officially launched.

After the signing of "little Jay Chou" Hou Gao Jun Jie, last year, the brand of outdoor children's shoes from foreign trade to domestic sales was launched in three CCTV and children's channels in the past two years.

"This advertising war is the precursor of the children's industry shuffling period. Whoever takes the lead will have the initiative and the right to speak."

Ruan Shitao, the marketing director of the tick tick children's clothing, gave the voice of the industry.

Mamie Marka, sales manager of children's clothing, Li Zhaoxin also believes that these years are the period of rapid development of the children's industry. Compared with the already mature children's products industry, the brand awareness of consumers' children's industry has just awakened.

As a brand of children's products, who will be prepared in the wake up period and let consumers have more understanding and identification with the brand, the more likely they will become the next Anta.

From investment to

Why is the child industry so concentrated this year? "This is inseparable from the current brand and terminal power."

The marketing director of Yong Gao children's shoes, Dai Xing analysis, says that there are usually three levels of advertising.

First, in the CCTV launch, this is mainly from the promotion of brand height and added value, as long as a little strength of enterprises will scramble for this resource; second, in Hunan satellite TV Jinying cartoon advertising is more for consumers to see; third, the major television stations in the country, is aimed at the key regional market investment, and this is done to dealers and agents to see.

In order to avoid the homogenization of brand promotion and advertising, many enterprises have made new explorations in brand promotion.

For example, the last year's advertisement is the slogan of "having love and having the future" as advertising language. This year, it has a more specific explanation for it.

"Because most children's products companies are advocating love and promoting health, these slogans are much more similar, which makes it difficult for consumers to remember your unique brand personality."

Ruan Shitao said that this year their advertising focus has shifted from being a dealer to a consumer.

Because only the brand that really goes deep into the consumer's mind is enduring and vigorous.

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Follow your own steps.

Chen Shuqing, general manager of Liuhe Shenlong marketing planning agency, said that the current single child products business has a profit of only 23 million a year. Compared with the adult brand, its advertising can also be limited, and the average advertising capital is about 1 million.

In order to avoid vicious competition in the industry, he suggested that enterprises should unite together to fight for scarce advertising resources, while increasing the voice of the industry, and at the same time, let the advertising price be more open and pparent.

Lv Fuqiang, general manager of children's industry and general manager of Red Dragonfly international business department, believes that at present, there are three stages in the development of children's products enterprises in Haixi: first, the enterprises have clear brand positioning and market operation; they are the leading actors in the advertising war; most of them want to enhance their brand awareness and confidence in the brand through the bombing of CCTV and local media; two, they are laying out channel construction, such as entertainment enterprises. The advertising they focus on is the regional market for investment promotion; three is just beginning to develop, and the enterprises doing basic work are still focused on the grassroots level.

"Enterprises should tailor advertising plan to the characteristics of each stage, otherwise advertising will be enough to burn a brand."