Children'S Wear Brand Promotion Into The Era Of Creative Competition

The industry generally believes that these years is the shuffle period of children's clothing, is the war more intense?

Last year, 10 million yuan, 30 million this year, 70 million next year, from Green's ticketa children's clothing in recent years, a straight up advertising investment costs, we can see.

In the decisive period, it is obviously not enough to win the ambition and capital.

Standing on the shoulders of sports, men's wear and other shoulders of children's clothing enterprises have been deeply aware that advertising can not simply "foolhardy."

So, or holding events or pushing the same name movie or buying science and education columns, two years ago, children's clothing enterprises began to try to take a different brand promotion in depth.

2011 "war" more violent

In fact, this year's war is unprecedented.

CCTV, Golden Eagle children and other major media were first besieged by many Fujian children's clothing brands.

First, since Green spent tens of millions of years on CCTV children's channel "small test knife" last year, it launched the annual high frequency advertising, which cost 30 million.

Later, during the summer vacation, Jamie bear and the animated cartoon of the same name in Quanzhou's Sheng Ke company also showed "a show" in the national media such as CCTV children, Golden Eagle cartoon and so on.

By next year, the smell of smoke will be more intense.

Just last month, at the commissioning ceremony of the "children's clothing city project" with Green's output value reaching 300 million yuan, Zhao Jianhe, chairman of the board of directors of Green, revealed publicly that the advertising fee of 70 million yuan to 100 million would be invested next year.

And the staff of Mamie Marka's children's clothing in Quanzhou's Bao de group also revealed that Mamie Marka will spend 70 million advertising fees on CCTV children in 3 years.

"A few years later, children's clothing will have more than ten brands occupying 40%-50% market share. By that time, children's clothing enterprises will have a decisive position in the market."

It is such a prediction that Huang Liangsheng, the general manager of little playboy, feels that the competition for children's clothing brands has intensified in recent years.

To grasp the opportunity to shuffle the industry, to bring up its brand with the help of brand promotion and rush out of the encirclement, has become the biggest reason why Huang Liang Sheng and other children's clothing business owners are struggling to consider how to advertise next year.

Farewell to single advertisement

Open depth promotion mode

Indeed, in the face of more personality of Post-80's young mothers, and even children who have their own ideas, the children's clothing enterprises have not invested so much that they can kill the 00.

As Ruan Shitao, the marketing director of the tick tick company, said, "nowadays, Green's advertising is no longer a few million dollars for dealers to see.

Children's clothing enterprises, such as CCTV and other national media "siege", it is easy to recall that the sports and men's clothing once made the "Jinjiang channel".

But the time goes by. Although these children's clothing brands are equally favored by the coverage of the national media, children's clothing enterprises are not like the sports and men's wear that used to be simply using the CCTV + spokesperson's mode. They constantly make every effort to make the brand marketing means new, and the marketing method has more depth and breadth.

In this way, the dance of children's clothing enterprises is much prettier at the beginning.

From the advertising strategy of several children's clothing enterprises this year and next year, children's clothing enterprises will not only shout slogans and slogans, but also continuously pform their own VI cartoon characters through three-dimensional communication, so that they can "live" in the hearts of consumers, thereby affecting consumers' recognition of brands.

For example, according to Chen Guocheng, deputy general manager of Green group, Green launched the "cartoon Carnival" of the tick DADIDA DADIDA this year. It created an animated serial story featuring the tick DADIDA cubs. The story books and animated discs were printed and presented to the children.

There is also a little play in the interaction. In the areas where the terminal stores are relatively concentrated in China, the school has launched a "small play happy China trip". "We changed the one-way and static television advertising, and promoted brand promotion with activities more interactive and vivid.

In addition, the promotion of primary schools in the consumer's primary schools also makes the goal of brand promotion very accurate and improves the efficiency of brand promotion.

Huang Liangsheng said that this is a "cost-effective" high way of promotion.

Jamie bear and a film and television animation company jointly launched its brand of the same name cartoon - "Jamie bear".

"The impact of cartoons on consumers is far beyond the reach of ordinary advertising films, and with our own brand advertising, we believe that we will achieve a huge publicity campaign."

Yang Jie said.

There is also a red child is also a new way, recently, "China children's fashion new product release base" officially settled in the red child, "we hope to grasp the popular discourse power, to enhance the value of the brand."

The brand marketing director said in a timely manner.

What is more unique is the seasonal children's wear, which acquired the Australian product rights of HI-5, a popular child science and education column.

Ji Jile, who is responsible for the brand, said that apart from running this column, Mr. Wu can also promote the promotion of his own brand through this column. "We can do our own patch advertisements in this column, and we can also use the column LOGO in the products of Jiyue music, and we can graft the brand into this International Children's science and education column with a certain reputation, which will help to improve the brand grade and promote the brand culture of Jiyue music."

Classic case

Green: tell the story to the end.

In fact, next year, Green will not only increase the intensity of advertising, but more importantly, they will seize the selling point of cultivating children's story telling and continue to interact with them.

A few days ago, Zhao Jianhe disclosed that the column of CCTV's "big windmill" column will be named next year and will be run in the "windmill" for half a year.

It is reported that Green has launched a storytelling contest in some areas as early as this year. Next year, Green will make the story telling contest a national competition through the platform of "big windmill".

Ruan Shitao introduced that, next year, from shops to regions to large areas and then to CCTV, the final selection will be held in CCTV, and the whole country will be divided into 8 competition areas to start the activity.

Ruan Shitao said that the competition items were identified as story telling.

"Tick tick advocates a warm family relationship. When parents and children create stories together, when parents guide their children to tell stories, this is itself a parent-child activity.

Moreover, children's ability to express is very important, by telling stories will not only exercise children's stage performance, but also a good exercise for children's ability to express.

Ruan Shitao believes that through competitions, consumers can interact with each other closely, making close contact between brands and consumers, and storytelling can make competitions more extensive than singing competitions.

Green did not only play the interactive pmission of "story telling" through competitions. Green also launched a series of animated serial stories featuring "cubs" as the main story. He published story books and animated discs, presented them to children, and opened storytelling at shop terminals.

"Every quarter we will develop several stories around our brand's" love connotation "based on fashion trends and hot topics, and extract some elements from the designer into the design of children's clothing.

Ruan Shitao said.

Ruan Shitao said that in the future, the brand promotion of click tick will also revolve around a main line, and integrate R & D and marketing through soft implantation.