Amy Children's Wear Liang Chengqiu: Marketing Is The Key.

"In the new pattern Inside, brand is the foundation. Marketing Means are also essential. Liang Chengqiu, deputy general manager of Hongkong AMI Fashion International Group Co., Ltd. said.

According to incomplete statistics, the population of children under 16 years of age in China has reached 380 million. City The number of single children accounts for a considerable proportion. Parents spend more and more on their children. Among them, children's clothing consumption has become one of the most important expenses of household consumption in China, especially in the middle and high class children's wear market. The huge capacity and attractive development prospects of children's clothing market in China attract many manufacturers and businesses.

Through further market research, we find that children's clothing market is in a state of polarization: on the one hand, some foreign brands are of fine quality and reasonable collocation, and their styles and styles are more suitable for children's characteristics, and their management and control science is generally high. But the market price is generally too high. On the other hand, most domestic children's clothing is cheap, but the style is not too loud and confused, it is too rigid, low design content, similar style, and obvious traces of plagiarism, and the quality of fabric selection and clothing is also not the same as foreign brands, especially the marketing methods are obsolete and backward, and the competition is disordered. The unbalanced development of children's clothing market has greatly suppressed the purchasing power of the market.

In the face of such a situation, Liang Chengqiu, deputy general manager of Amy children's wear, has his own unique view: Although there are children's clothing brands which are well performing in the one or two or three or four markets in the domestic children's clothing market, there are also regional children's wear brands in various districts. But so far, there has not been a national brand or leader brand like the men's wear, women's wear, sportswear and sportswear, and the brand concentration of children's clothing is not high. This provides an objective reason for the shuffle of children's clothing brands in the domestic market, and also makes the birth of the leader brand of children's clothing market possible.

The domestic market can not be simply regarded as a market. Because of its vast territory, at least it can be divided into northeast, north, northwest, central China, East China, Southern China, southwest and many other blocks. Each block has different characteristics and needs because of economic and cultural differences, resulting in different consumption habits, consumption levels, and acceptance of fashion or brand. Moreover, because the differences between urban and rural areas still exist for a long time, the consumption characteristics of children's clothing market in the second tier cities and the three or four line urban children's wear market are quite different from those of the urban children's wear market and the rural children's wear market. These regional differences and urban and rural differences objectively provide further opportunities for children's brand new entry and brand positioning.

"In such opportunities and challenges, the advantages and disadvantages of marketing methods are extremely critical." Liang Chengqiu felt deeply. In fact, marketing is simple, simple and complex. The key is to find out the market. Here, we can divide children's clothing marketing into three aspects: horizontal, vertical and diversified.

One: horizontal integration strategy marketing mode.

The marketing mode of horizontal integration strategy is mostly clothing brand enterprises, which develop clothing sub industry through brand extension, such as children's clothing industry. Its core competitiveness should focus on its superior value of adult clothing, such as material advantage, brand advantage and terminal store advantage. Through its existing resources, natural transition to children's clothing industry, this kind of pattern has the following types.

1. grafting mature brand mode

It is the characteristics of this model to extend the mature adult clothing brand to the children's clothing market and use its existing marketing network and mode to intervene in the industry at a higher starting point. Adidas, Nike quickly entered the children's sports market, clothing and love, YISHION and other women's clothing brands were not to be outdone, Shan Shan, red beans, Lining, Semir...... Rely on brand advantages to extend their children's clothing brands one after another. Bala Bara, the children's clothing brand of Semir group, suddenly fell from the sky in 2002. After 7 years, it has been firmly locked in the top ten brands of children's wear market. The speed of development is amazing. Grafting mature brands can use parent company's capital and design team to build brand and product line in a relatively short time, and use existing sales network and sales team to shorten learning curve into the field. Facts have proved that the development of airborne children's clothing industry has indeed brought new growth points for their enterprises.

2. category killer mode

In the children's wear industry chain, children's clothing manufacturers are more numerous children's wear dealers. How can these children's clothes dealers succeed in transformation and find their own strategic marketing mode?

The first is brand positioning, and then based on the accurate grasp of brands and discounts, we should deeply match and deeply balance the management elements of children's clothing, brand, discount, marketing, market, consumption and so on, and always catch up with the buying trend of fashion trends, consumption changes and price orientation.

On the one hand, we will carve carpets on thousands of children's clothing enterprises, select thousands of children's wear brands, and establish brand trust and agency relationship with them, create a huge brand resource base; on the other hand, establish an efficient logistics supply system, digest the inventory of manufacturers in time, and bring the operation mode of adult brand discount stores directly into the Chinese children's wear market.

Two: vertically integrated strategic marketing mode.

The core competitiveness of a marketing mode formed by the vertical integration strategy should focus on its uniqueness in a certain link of the value chain, and integrate the upstream and downstream resources through the resource endowment of the enterprise core, and gradually control the vertical value chain of the children's clothing industry. Such models highlight their advantages in design, or form advantages in product development, or occupy the advantages of terminals. Most of the brand enterprises that use their models are mainly children's clothing business, and this model is more representative.

1. design dominant mode

Design is the soul of the clothing industry and the core link of the value chain. The design of children's clothing is generally considered from the elements of style, color, fabric and idea, which permeates the unique cultural connotations and scientific and technological connotations of the brand. Good children's clothing design is more complicated than adult clothes. It should not only follow the fashion trend, but also consider the psychological and physiological characteristics of children. It should be fashionable and colorful, soft and comfortable, and also resistant to dirt and wear. Health is the first element for parents to buy clothes for children. With the arousing and upgrading of consumer awareness, green clothing is becoming the trend of children's clothing, especially infant clothing.

Relative fashion gives the social meaning of adult clothing. Education should be the social meaning of children's clothing in the future. The design concept of "teaching in clothing" deserves more and more enterprises to pay attention. When a child is 0~4 years old, he develops about 50% of his learning ability, and develops 30% of his learning ability at the age of 4~8. The remaining 20% of his learning ability will be completed at the age of 8~17. How to use children's clothing to help children develop intelligence and establish aesthetic perception is the main task faced by children's wear designers.

The design concept and works of Chinese children's wear enterprises are always lagging behind in the international market. There are no fairy tales in the adult world of China, so the children's clothing world is basically a reduced version of the adult wear. The "Lida" clothing cup in Xiamen has not only promoted the popularity of the brand in the industry, but also excavated a large number of outstanding designers and design works for enterprises. In some way, we can find the strength from professional, folk or even grass roots, and find our own design strength through competition and Internet. It is a good mode in a period when China's professional design industry has not been completely established.

Three: concentric diversification strategy marketing mode

The marketing mode of concentric and pluralistic strategy is that the original consumer object is children and teenagers. Through marketing methods such as brand crossover, brand placement and level marketing, the marketing of children's clothing industry is developed by using the brand awareness and brand image of the original consumers. The key to its operation is to maintain the cognitive consistency between the new brand and the original brand in the consumer's mind, and to have a good reputation, which is mainly divided into the following categories.

1. brand plug in mode

Plug in mode is a new brand marketing strategy for strong competitors. It aims to break the original competitive order in the market by breaking down the brand marketing, break through the competitive predicament faced by the latecomers, and make the backward brand expand the big market, quickly surmount the competitors, and become the leader of the market.

2. cartoon entertainment mode

Cartoon entertainment mode is the most typical model of children's clothing enterprises from other clothing enterprises. There are usually two ways to introduce this mode. One is children's clothing enterprise buying or anime cartoon company authorizing a children's clothing enterprise agent or producing the brand's clothing; two, children's clothing enterprises themselves design cartoon image as endorsement, and then to the animation industry transition. The two modes are different, but they lead the same way. Compared with the rich cultural life of the adult world, the fairy tale world may be the whole of children, while cartoon animation may be the first batch of images and symbols of children's knowledge of the world, thus occupying the cultural world of children, and naturally directing the consumer market.

"The above three kinds of marketing methods can basically be called industry marketing three axes. However, tens of millions of marketing methods, find the right brand is the best. At the end of the interview, manager Liang Chengqiu summed up this.