Brand Operation Of Children's Clothing Tends To "Integration".

Balbala children's wear brand

For example, "balbala" children's clothing brand began to focus on product development, production and marketing in the past few years to integrate the supply chain of "integration", so as to adapt to the rapid development of the scale of brand operation. In the integration of supply chain resources, the company first integrates the resources of overseas design team and the introduction of excellent domestic design talents in the product development link, sets up a market-oriented design department, increases product research and development efforts, enriches its brand product lines with diversified styles, multiple series of styles and multi-level prices, and meets the needs of consumers in the children's wear market. Secondly, in the production link, we should use the business model of virtual operation, focus on integrating the industrial resources of the domestic garment production base, and integrate the more than 250 garment production factories with large scale, strong technical force and good product quality as the upstream production resources of the brand supply chain with the specialized production mode of division and cooperation. Thirdly, in the brand marketing link, we have fully mobilized and developed the terminal resources of the market, and adopted the method of combining direct selling with franchisees to build brand marketing channels. So far, balbala brand has developed to nearly 2700 terminal marketing networks nationwide.

In recent years, the brand has been able to achieve leaping development rapidly. It proves that in the process of rapid expansion of brand management, the company pays attention to the use of supply chain resources "integration" business mode, improves the gold content of product development, expands the production capacity and reduces the production cost. So that the brand in the children's clothing market to achieve product development and customer needs are consistent, product quality and brand quality match, the commodity cabinet season and market demand, the price performance of its products have strong competitiveness, become children's clothing industry has benchmarking brand.

From the case of "Barbara" brand management, it is proved that in the process of developing children's wear brand management, in order to meet the needs of expanding the scale of children's wear, the integration of research, production and marketing supply chain resources will become a development trend of children's clothing brand management. {page_break}

Brand service function tends to "integration" set.

When the market tends to mature and consumers tend to be rational, the service function of children's clothing brand is becoming increasingly prominent. A brand's reputation in the market comes from brand culture, brand image, brand service and product style. Therefore, shaping brand culture and developing the function of "integration" of brand service will help to improve brand competitiveness.

The development of brand service function should focus on the integration of brand operation management system. The target of service is: upstream of brand supply chain (supplier, manufacturer), middle reaches (brand enterprise), downstream (distributor, customer). When gathering brand service function, planning for customer service is the most basic function of brand service. At the same time, we should also develop the full range and whole process service functions for other service objects to meet the needs of different service objects, so as to enhance the brand awareness of enterprises, give full play to the role of brand service function and realize the value of brand service.

From the broad sense, the brand service object can be described as a team of brand operation supply chain. When serving the upstream planning of the supply chain, we should combine the needs of the brand management development, and strive to provide the appropriate services for the upstream enterprises in the cooperation process with the suppliers and production plants, such as market information, fashion trends, payment settlement, interest protection, etc., to satisfy their expectations for the service needs, establish their position in the team, share resources and complement each other, so that the upstream resources can provide excellent supporting services and high-quality products for the brand operation. For example, during the new product conference, the children's clothing brand of Fujian red children invited the upstream enterprises of the supply chain (surface accessories suppliers and production factories) to attend the press conference, so that they could understand the brand management and market information throughout the session. At the same time, let them feel that both sides are partners and a member of the brand team.

When planning the service function of the supply chain (brand enterprise), it can combine the different stages of brand management development, meet the needs of employees and meet the needs of employees according to the needs of enterprises and employees, provide corresponding services for employees to realize their own value and set up a platform for career planning and development. So as to enhance employee loyalty and loyalty to the enterprise, play the role of human resources and employee dedication, the professional spirit of love industry, and enhance the cohesion of enterprises.

The supply chain downstream (distributors, counters, customers) is an important part of achieving brand management performance. Therefore, in view of the different characteristics of downstream resources, when planning service functions, different service objects should be developed according to different service objects to meet their different needs for service. For example, the red child company is providing targeted services to distributors. For example, when the location of the store is jointly inspected, and provide them with a single store (single cabinet) efficiency balance point measurement tool, guide dealers how to operate the brand, how to operate to maximize efficiency, and regard them as a member of the brand management supply chain team, and participate in the brand building and brand management business.

Then, the two sides plan for the customer service strategy according to the consumption characteristics of different sales areas, develop through service marketing function, provide suitable services for customers, and constantly meet the needs of customers. We should extend the brand value-added service to repay loyal customers' love for the brand, enhance customer loyalty to the brand, and guide the customers to pay attention to the brand development so as to enhance the reputation and share of the brand in the terminal market.