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Zhao Pu: The "Pregnancy Fashion" Of October Mommy

2010/9/30 8:47:00 93

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Speaking of

october mommy

In the maternity dress, many people will think of a song often played in the subway: "go away!"

Not only these, but the selection of Taiwan's famous host, Xiao Si, as the spokesperson of October Mommy, can be regarded as the finishing touch of the marketing of October Mommy.

Speaking of these,

Zhao Pu

I can't help feeling a little proud: "after we signed little s, many people began to realize that October is a high-end brand.

We quickly emerged from many brands.

In Zhao Pu's view, October Mommy is for the city.

fashion

In order to enable these moms who are fashionable and unwilling to receive publicity, they create their own alternative marketing.

Brand strategy

The birth of October mom is a coincidence. In 1997, Zhao Pu opened a store with a friend specializing in foreign trade, selling Japanese maternity clothes made in Japan, and the result was very good.

Later, they thought of registering a brand of their own, specializing in pregnant women's products. The brand they wanted to use at the beginning was "the future mommy", but had been registered, so they were changed to "October mammy", so that October 10 was officially born.

Before Zhao Pu contacted most of the products were Japanese products, while the Japanese maternity dress market was relatively mature, and the products produced were relatively fashionable.

When Zhao Pu just started her business, most of the maternity clothes in China were only lenient, only pursuing functional, and there was no appeal for appearance.

Therefore, in the process of exploration, Zhao Pu decided to position her as a "high-end fashion maternity dress brand", and its target audience is the middle and upper income intelligent white-collar class.

In terms of product design, she has defined the differentiation and irreplaceable nature of similar products, and has developed more functional clothing for pregnant women's needs during pregnancy. For example, the lactation functional dress allows mommy to breastfeed naturally at any time, and the banquet service needed for modern pregnant women's social life.

In order to show that she is a high-end fashion maternity dress, ten month Mommy mainly used two forms of counters and stores in large stores.

In the first tier cities such as Beijing and Shanghai, October mom has set up counters in some high-end stores, such as Yansha square in Beijing.

At the same time, October Mommy also set up its own stores in many places. For example, in a busy area in Shanghai, October mom has just signed a small building as its flagship store.

In addition, October Mommy also made an attempt to sell online.

October mom has cooperated with Taobao to become a brand shop of Taobao.

For the three or four tier cities, there is also a sub brand named "happy", which is mainly targeted at the three or four tier city market, thus effectively adding to the brand formation of October momma, making the brand of October Ma three dimensional.

In choosing the image spokesperson, October Mommy is also a lot of trouble.

They finally chose little s as the spokesperson for her.

After signing the contract with Xiao Shi, the brand status of October Mommy is highlighted. Zhao Pu said, "they know our strength once and for all, because we can sign such a star."

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Advertising strategy

In terms of advertising strategy, Zhao Pu did not take a general advertising route. Instead, he created a song by artificial moon, which did not portray the pregnant woman as a weak person, but appeared in a very strong posture.

In addition, the song did not directly publicize the brand of October Mommy, but rather called on everyone to give up seats for pregnant women, which sounds like a public welfare song.

After that, Zhao Pu began to choose advertising media. He did not choose general TV as the main medium, but saw new media such as subway, bus and network.

He signed the TV ads of all the MTR in Beijing and Shanghai with great speed, and the price was 1.5 times that of the general advertisement. Many people used a word to describe him: "silly".

But Zhao Pu does not think so. In his opinion, the audience of the TV advertisements in the subway is the largest, and the daily bombardment of the broadcast will surely impress many people.

Indeed, after the launch of Xiao Si as the spokesman for the brand of October Mommy, a series of HipHop songs and animated cartoons for the creative main axis and the demand for pregnant women to give seats were broadcast in Beijing and Shanghai Metro TV. After that, flash's brand awareness rose sharply.

In addition, she also worked with Professor of Shanghai First Maternal and Infant Health-Care Hospital, and published the book "go away!"

This book mainly introduces pregnant women's various knowledge, mainly using a very lively form to tell prospective mothers about matters that should be noted during pregnancy.

At present, the book has sold 40 thousand copies in half a year.

In addition to songs and books, Zhao Pu is planning to make a TV play, mainly about the story of fashionable mother.

At present, it is in the stage of preparation and planning.

In 2006, sales reached 120 million yuan, and the market share reached 12%. It became the only enterprise in the industry with over 100 million middle-aged sales.

At present, many people question how long the pregnancy business of Zhao Pu can last, because the number of pregnant women will definitely decrease as the Chinese population gradually decreases, and the market of maternity clothes will shrink.

For this view, Zhao Pu shook his head: "in fact, there is a big market in China's maternity dress market, and many people are not aware of the fashion and happiness that fashion pregnant women bring to their mothers. We still have a lot of space to do."