From Bubblegummers To See How The International Children'S Shoe Brand Works "Face" Project

Although the competition for children's consumption is fierce in the Chinese market, the number of new children increased to 400 million in 2010.

40% of family spending will be spent on the huge money scene of children's consumption.

No big deal can afford Chinese people to achieve the billionaire's vision with one dollar each. Even if the domestic children's shoes compete with each other, the international brand is still full of confidence. Just like the top brand of children's shoes in Italy, Bubblegummers has officially launched the franchise business in China, which is undoubtedly a bad news for the domestic children's shoe manufacturers.

According to data analysis, 55% of Chinese brands will die instantly in 3-5 years. Such a serious injury makes Chinese brands or so-called "foreign brands" that have been compiled for hundreds of years in China hurt and bankrupt overnight. This one night stand brand abandonment is because the mainland manufacturers do not have a "face" for lovers, that is, the brand does not have a comprehensive image.

Any enterprise brand is a comprehensive product of the company's products, services, business style and external image. It needs to rely on long-term accumulation. Many children's shoes enterprises have been wrapped in their brands for N years, but no one knows about them. However, the brand image of a company is a cat, a dog, an animal, and a combination of Chinese and Western cultures. The problem of children's shoes is solved. In fact, this is a kind of impatient mentality. There is no systematic plan. It can be a small stimulus to consumers by relying on a small animal, but once a foreign brand comes, it will be contrasted with a strong sense of inferior quality.

Face engineering is a comprehensive business. From the cartoon character and store image of Bubblegummers brand ready-made goods, we can see the difference of image effect.

卡通 不只是形象 單純的印上幾只動物的，暴發戶般講述的身世沒有后續的鋪墊完全的架空，這樣粗陋的做法已經被人鄙視為最地段的手法，也是造成中國卡通代言形象盡失的重要原因，而就是拿Bubblegummers童鞋卡通說事，做為歐美的品牌，其卡通代言人選了三個，兩個小孩子，一只小貓，分別是8歲的妹妹amy,9歲的哥哥tim和淘氣貓pet,一男一女一動物，身份不同，興趣點不同，都是身著休閑運動裝，人物表情輕松夸張，色彩鮮明，而且一看就是極度濃烈的歐美畫風，單單卡通形象就強烈的明示出Bubblegummers正統歐美品牌的身份，而對于開放程度還相對來說比較小的中國，歐美卡通形象區別于日韓系的鮮明風格使其獨樹一幟，特別強眼。

Immediately with domestic brands, Japan and South Korea brand boundaries, become the main force in the European and American line-up.

Moreover, Bubblegummers's cartoon has been used since 1982. Over the years, cartoons are no longer an image, but rather like the TV series in every quarter of Europe and America. They tell different stories according to different themes.

Similar growth and annoyance inspirational stories are ideal models for children's psychological perspective.

Therefore, the impression of consistency and intimacy of people are deeply rooted in the hearts of the people.

After coming to China, Bubblegummer, a cartoon character who can tell stories, has an internationalized background, which is more likely to create children's interest and childishness in exotic customs when encountering indigenization. Instead, the childlike innocence will attract good feelings. The animated moods of European and American animated cartoons will give children a strong sense of identity. So the success of a cartoon is definitely not an image problem, but an impression problem. It needs long-term theme planning to form a complete image effect and leave deep problems for people.

The main theme is to use brand stores, and provide products and services to consumers through chain convenience stores, which account for the largest part of sales of brand shoes.

However, the whole level of children's shoe brand stores in China is still relatively low, mainly in the sale of some low priced products, and the corresponding main areas are some less developed small towns or surrounding areas of the city, which are not only bad for shaping the brand image, but also have no time to take into account the promotion of store style to the overall strength of the brand.

Because the design of the store's theme image is definitely not based on a whim of the moment, it needs to be determined by visual arts and children's color perception psychology research. As an international brand, BBG takes into account the children's 0-12 year old children, whose children's logical ability is relatively low, and perceptual cognition is the dominant force in their dominance. They have strong sensitivity and enthusiasm towards color. Once the stimulus signal comes, they will respond immediately, so the theme color of BBG shop is strong Huang Hong green and blue.

In the franchise stores in North America, South America, Asia and other big states, the stores of BBG are unified. If a foreigner goes to the stores all over the world, they can not feel the confusion of the style and confusion, but feel the strong sense of unity of the brand culture, and produce a stronger sense of identity and dependence.

From the two sides of BBG, we can see the huge difference between China's brand building and the comprehensive development of China. BBG's success depends on the long operation of 35 years, and it is definitely not achieved overnight.

For a brand enterprise, the success of brand positioning is only the first step for enterprises to build brand. It is the direction that enterprises choose to lead to success. For a company interested in brand management, whether it can create a brand image that attracts potential customers is the key to success.

A complete brand image system should be both external and internal, it can improve brand recognition, help brand communication, help enterprises to build culture, and further enhance brand competitiveness.

Therefore, when BBG enters China, it will not be an incentive for domestic businessmen.