Children's Clothing Industry Has Great Potential. How Can Enterprises Cut The Market?

　 In the increasingly competitive garment industry, if there is still the last piece of "gold mine" that has not yet been developed, it is not the field of children's clothing. But as the market matures and consumer demand changes, many manufacturers suddenly look back and suddenly find that 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.

With NIKE, Adidas and other international brands entering the Chinese children's clothing market one after another, and other capital's eyeing for children's clothing market, the children's clothing enterprises in China will no longer be the domestic enterprises of their own level, and will face 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 of price or manufacturing capacity, but also on the overall competition of the brand.

　　 enterprise How can we stand out in the new round of competition and how to make the existing brand 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.

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. Children's clothing market, from the market, can be divided into 0 years old baby clothes, 1-3 year old children's clothes, 4-6 year old children's wear, 7-9 year old children's wear, 10-12 year old children's wear, 13-16 year old children's wear 6 market segments.

The main purpose of this subdivision is to target children at the age of 0-16. Development In the process, there are differences in psychological characteristics, physiological characteristics and growth characteristics at different stages. In the process of children's growing up, 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.

Product functional R & D, brand interest orientation

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 the children, the weaker their self-consciousness. The older the children, the stronger their self-consciousness. From this point of view, the direction of consumers in infancy and early childhood should be parents, not children. In the scope of children, children's consciousness is stronger and stronger, and their sense of self selection 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 determine the keynote of manufacturers' products, and 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, first of all, the quality of their products can not be poor. Secondly, 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 100 of the price is not known, but with the NIKE trademark, the price can suddenly turn 4 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 concerns about children's clothing market. core Point. 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.

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 transmission of value. The value of decision makers and staff members is so transmitted, and the value transfer of users is also true.

Brand positioning and strengthening key points of communication

Children's clothing products are growing according to age and users' psychological consciousness is stronger and stronger. Their will to choose products is stronger. In contrast, parents of decision makers are being transformed 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.

The key point of brand price positioning is that there are two kinds of products in the children's clothing market, one is a flood of cheap goods. These products are not brand conscious, 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. The price of children should be set at the benchmark of high performance price ratio to the juvenile stage, otherwise the products will be priced too high and consumers will not buy it.

The key point of brand channel communication: in the Chinese market, without the support of channel power, the market must 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 transmitted 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.

Industry 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.

The children's wear industry has spanned children's time span from 0-16 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, every brand communication will result in brand sedimentation and accumulation. When children gradually have their own subjective consciousness, they will have a strong loyalty to the brand.

Children usually like to watch animated cartoons. Animated cartoon characters that he likes to see everyday becomes the incarnation of children's innocence dreams 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, the market is not only in the product itself, but also in the sense that "Kung Fu is beyond poetry." this is precisely because the characteristics of the children in the children's clothing market are quite different from those in 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 Flash animation companies are also involved in children's clothing.