Quanzhou Children'S Clothing Brand War Era

Children's wear industry has entered the state of separation.

"When the category begins to subdivide, it shows that competition in this category has begun to heat up."

This is a consensus in the clothing industry.

From this, we can see that the children's clothing plate, which has attracted much attention over the past two years, is not only "hot", but also has reached the level of red hot.

However, children's clothing market is not "fairy tale kingdom" after all.

After the market is increasingly broken down, the separation of children's clothing industry has expanded from local to the whole industry.

"It was a partial war before, but now it is a total war."

Wu Kaile, general manager of Jimmy children's clothing, described the competition in children's clothing market as a "war" and thought it was instantaneous.

How can Quanzhou children's clothing enterprises take a firm stand in the era of total war?

This requires a full range of stereoscopic thinking.

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Stand firmly on the two or three line Market

Nowadays, the channel form of Fujian style children's clothing is relatively mature, mainly based on street shops and shopping malls, and is at the "middle level". Although it has gone out of the stage of "market goods" mainly based on wholesale mode, it still can't reach the scale brand mode similar to "one stop shopping" and "shopping volume shopping" by Dr. Li, Li Guo.

On the current CHIC, Dr. frog set up the "365 life Museum". In the living room, consumers can choose all products that children need, and products of each category can have multiple choices.

In the eyes of many Quanzhou children's clothing industry, this kind of "one-stop shopping" with rich products to attract consumers is undoubtedly successful.

Because the unit price of children's wear is low, the "joint sale" in children's clothing industry is a very important thing.

Now, local brands such as "tick", "red boy" and "little playboy" are also trying to create "living museum" and "children's paradise" to enrich the product line and enhance the brand image.

But at the same time, the industry pointed out that the development of Fujian children's clothing is awkward at the present stage, "the market is mainly concentrated in the two or three line market, and there has not been much involvement in the first tier cities."

But are they entering the first tier cities?

How to March?

All these need to be carefully considered. "

And the facts have proved that not all brands need to be built in a line of cities to succeed.

At present, one of the most successful brands of children's clothing in Fujian has opened its popularity by grabbing two or three line cities.

Last year, the brand doubled the number of terminals and reached the scale of 1000 stores, thus becoming an example of rapid rise.

Similarly, another brand of children's wear, which is sold from abroad to domestic sales, has a good product foundation and financial strength. But it still chooses the regional market "practice hand" and so on.

"These two brands are a good example.

Not all brands are suitable for the national layout at the beginning, especially for some brand followers. Survival is the foundation of all things. First, it is a strategy to enlarge in the two or three line regional market.

The industry insiders said.

Interactive and three-dimensional brand promotion

"2011 tick tick star national challenge" launched a high-profile start on CHIC. It has been stirring up a trend of interactive activities in the children's wear industry.

Previously, the concept of "story telling children's clothing" has been promoted and disseminate in the industry for a year, and has won the market opportunity with unique differentiation. It has been highly recognized by the market and consumers.

"This time from" story telling children's clothing "to" story star "activities, we hope to make the story star activity a platform for sustainable use, and let the story star activity become an invisible brand asset. Finally, we will realize the linkage between the three activities of activities, brands and sales, and fully open the new marketing situation of activities and sales.

The brand marketing director Ruan Shitao said.

For the operation mode of brand promotion, enterprises in Quanzhou area have always been the weathervane of garment industry, which is also reflected in children's clothing.

The interactive activity is a microcosm.

There are also red children who have taken the CHIC to promote the brand. They have not only carried out the fashion trend of China Fashion Color Association red children's "2011S/S China Fashion kids release", but also launched the world's first ceremony of brand red songs.

The scene of the exhibition is composed by dozens of brand angels, and the red songs of the brand will be sung.

And earlier, when the "cartoon authorization" wind had just blown up, Jamie bear, small play leather and other enterprises pioneered the promotion of brand culture through animation marketing.

Compared with the short life force of "cartoon authorization" and its superficial influence, Jamie bear, Xiao Pi Pi and other cartoon characters created by brand LOGO and brand culture obviously have stronger vitality and influence.

The above brand promotion strategies are all pmitting such a signal. Nowadays, the brand communication of children's wear can not just buy a cartoon authorization, do plane, shout slogans.

Brand promotion of children's clothing needs interaction more. It needs three-dimensional communication and creativity.

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Multi brand operation complementary advantages

On the CHIC, the super large exhibition areas such as doctor frog, Li Guo and Barbara are indeed shocking, but there is another brand form that can not be ignored, that is, multi brand operation.

Parker Lan Di owns the brand of paramount, Garfield, Miss Sixty, little Lining and so on. Bao faction owns the brand of Babu beans, growth footprints and bunny rabbits.

Among them, Parker Lan Di is a typical "spindle shaped" enterprise. Its 7 brands include both international brand Garfield and its own brand, Lining. It also includes the high-end brand Miss Sixty, which is cooperating with Italy's famous fashion brands.

And the marketing of the company is matrix type, with the star brand as the highlight, other brands will also enjoy the conductive effect of this advantage.

For the multi branding strategy, Luo Jianfan, President of paramount, analyzed that for a small scale enterprise, if a single brand is built, the market risk will be great. If the brand is realized, though it is also facing risks, there will be more room for growth in the future.

Multi brand strategy is beneficial for enterprises to foster strengths and circumvent weaknesses.

At present, there are many brands of children's clothing are also brewing for multi brand operation.

Huang Liangsheng, general manager of Xiao PI leather, said that different positioning brands can satisfy different consumers. Xiao Pi Pi also intends to run the sub brand "jingdun Prince children's clothing" in the future.

But at the same time, many children's clothing enterprises responsible person said that children's clothing enterprises run by several brands outside the province provide a model for the future development of Fujian style children's clothing, but whether they are suitable for multi brand operation depends on their strategy and strength.

Moreover, in the choice of brand, enterprises must pay special attention to their advantages in marketing and products.

Journalist observation

Fast or slow?

Despite the springing up of new children's wear brands on CHIC, the industry concerned about children's clothing industry still saw that some of last year's exhibitors did not attend the exhibition this year.

Yes, behind the lush appearance of children's clothing industry, not every brand's life is so good.

"You can run at every hour, but you can't run away."

Huang Liangsheng, a general manager of small leather, looks like a joke, but it is the mood of many brand operators in the children's clothing industry now.

In children's clothing industry, "speed" is the most talked about word.

Because in the majority of the industry, the era of children's clothing industry has already arrived. In the next 3-5 years, there will be one or two or three line brands of children's clothing. Therefore, it is a good time to accelerate competition for the market.

However, there is always a gap between ideal and reality.

The reality is so deductive: a few days ago, three children's clothing stores in the street shop of Fuzhou Changle Road and Fujie Road intersection were looking for a pfer. A children's clothing brand in Fujian was facing no prospect of ordering. However, just last year, the company also hired heavy management staff to carry out brand promotion and quickly set up shop in various places.

In the face of such a reality, though we may think that from the perspective of industry, these fallen ones are only pioneers on the "revolutionary road", but for the enterprises concerned, it is difficult to reborn if they fall down.

So, is it just like the casual men's clothing at that time to occupy the market at all costs at a high speed? Or "slow speed" to lay a good foundation first and then rush into the battle. I'm afraid it is a matter for children's clothing enterprises to consider carefully.

After all, children's clothing industry is different from other categories of clothing.

In this regard, Li Wenbi, a deputy general manager of Haier brothers children's wear brand, is worth pondering. Although China is a potential consumer country for children's clothing, it is a small country with realistic children's clothing market. It is always in an awkward position.

"At the present stage, the brand culture of children's clothing has not yet been able to penetrate into the hearts of consumers. Under the urgent and urgent thinking of operation, the brand lacks the system planning of creativity and depth, and there is no self core of the brand. The single marketing function is relatively weak."