Children'S Clothing Industry: Only Through Mode Innovation Can We Win The Future.

At present, China's children's clothing enterprises have gone through the embryonic stage of the initial stage of business, ushered in another spring dominated by brand and creativity.

In the face of opportunities and challenges, many competitors in the same industry are eager to study new profit models and creative points to try to stimulate market desire to buy.

Promotion mode has depth

At present, although the children's clothing brands in China favor the coverage of the national media, they do not simply use the mode of "CCTV + spokesperson". They constantly make every effort to make the brand marketing means new, and the marketing method has more depth and breadth.

"Today's advertising is not a few million to dealers to see, drum up even if it needs a strategic height."

Ruan Shitao, director of marketing, said.

In his view, only when meeting the needs of consumers, providing consumers with value and gaining marketing approval from consumers can they become meaningful.

From the advertising strategy of children's clothing enterprises in recent years, children's clothing enterprises will not only shout slogans and slogans, but also continue to stereotactic their own VI cartoon images, so that they can "live" in the hearts of consumers, thereby affecting consumers' recognition of brands.

According to Chen Guocheng, deputy general manager of Green group, in 2011, "

In addition, there are also small game skins in the area where the terminal stores are relatively concentrated in all parts of the country.

"We changed the past one-way static TV advertising, using activities to brand promotion is more interactive and more 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, general manager of small play leather, 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 animation - "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, Jamibare's brand director, said.

At present, the combination of animation and children's clothing, and the extension of value through cultural marketing, has indeed made some enterprises taste the sweetness. For example, the "jubilant and grey wolf" that has earned the pot full of money has long been a case in the marketing textbook.

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.

Wu Qinghu, general manager of Ji Jile, said that Ji Jile can not only manage this column but also promote the promotion of its own brand through this column.

"Grafting the brand into the international children's science and education column, which has a certain reputation, will help to enhance the brand grade and promote the brand culture of Ji Ji le."

Channel mode innovation

At present, the children's clothing industry is facing the innovation of channel and business mode, and the rapid rise of experiential marketing has led to the emergence of the children's life hall and is accepted by the mature brand.

In August 2010, the flagship store of Semir's children's wear brand balbala opened. The store introduced clothes, shoes, hats, underwear, glasses, schoolbags and other categories, and made the "one-stop shopping" possible.

It is reported that this is Barbara's first generation of fifth generation image shop, and the first domestic largest single product children's wear flagship store.

The balbara flagship store has an area of 600 square meters, and its design concept is completely different from the previous regular children's clothing store. From the pattern to the color, to the display props and clothing matching, various fashion elements have been assembled, and entering the shop seems to have entered the children's paradise.

The fifth generation of new image shops appeals for "fun and fun". In addition to the leisure area, photo area, sightseeing elevator, ice cream and dessert shop, there are many interesting scenes and interactive links in the store, making the simple consumption behavior into a happy experience behavior.

In May 21, 2010, Li Guo children's wear announced the launch of the "happy shopping cart" strategy.

According to the plan, Li Guo will carry out the business model of "happy sales volume Theme Store" in the whole country, and build a number of children's clothing store stores with "joy" as the theme, pparent, self-help and parity, and meet the purchase needs of 80's young parents with a variety of designs and low prices.

Li Guo children's clothing happy shop concept shop, the largest 300 square meters, set up children's playground and multimedia equipment, children like amusement park as casual pleasure, and the whole shop without guide shopping, parents can freely choose children's clothing.

Because of the advantage of the size of the hypermarket, the product mix and product category are more perfect. With more choices, the consumption structure is also better. Consumers are likely to buy more products with no prior consumption plan in order to match or take a whim.

Gu Wenhan, deputy general manager of Li Guo children's wear, told reporters that the number of purchases per sheet (per consumption person) could reach 4 on average.

On the basis of department stores, specialty stores, main stores and online stores, the PhD frog also launched the "365 life Pavilion", where you can choose all the products that children need, and there are more than 100 models of cotton swabs only. There are dozens of choices for a bottle of shower gel.

Chen Zhongshi, chairman of Tutu's children's wear, said that in view of the development of modern consumption, one-stop consumption will inevitably become the mainstream trend of consumption. The product is too single, which is not only not conducive to attracting consumers, but also will make the brand lose the competitive power to compete with other brands in the market.

Diversification of business mode

At present, the existing brands of Dr. frog include self owned brand frog, Baby2 and Dr.Frog, as well as authorized brands, such as Harry Porter, tennis prince, NBA, Barcelona, Sundas, Manchester United, Babu engineer and Thomas Train, which range from selling children's clothing, shoes and accessories, and integrating children's daily necessities such as baby care products and lactation products.

In fact, "this is the 1+N mode!"

The so-called "1+N" refers to the enterprise has its own brand as the leading part, and runs other brands, and collates and carries out the operation of each series of brands. The brand is channel brand, such as Gome, ZARA, etc., they are no longer a commodity brand, but a terminal platform for integrating various products.

Dr. frog has broken away from the production of a single product and has successfully pformed into the design, development, sale and promotion of consumer products, outsourcing all the products and putting the company's greatest energy in brand operation and product design.

In fact, water boy, Parker Lan Di in recent years also through the agency, authorization mode began multi brand operation.

Among them, Parker Lan Di owns the brand of paramount, Garfield, miss sixty, BabyMe, Lining and so on.

Unlike many brands of PhD frog, it is convenient to realize the living hall mode.

Luo Jianfan, chairman of paracland, told reporters that the ideal area of a special store in a mall is 80 to 100 square meters, but the shopping mall is likely to only give 20 to 40 square meters of area, which occupies 80% of the sales channel of the shopping mall sales channels. In the face of the marketing cost of the shopping center accounts for more than 50% of the total cost, the market can only be differentiated by a variety of brand strategies, and through different brands, more shopping channels can be obtained through the different brands, so as to gain market share.

"Children's wear industry has a low threshold and many competitors. It's like a chase war. What we are doing now is to make use of our existing channel advantages to influence the market and customers in many fields, leaving the best and deepest impression on their minds."

Zhong Zheng said honestly that only in this way can he really make his market plate bigger and stronger.