Bosideng Enters The Children's Clothing Market With The Help Of Capital Power "Tinkling Cat"

"China children's wear market outlook for 2009 to 2012" has pointed out that "China is about to enter the fourth peak of fertility." According to the relevant departments, in 2011, the number of newborn births in China will reach 20 million 110 thousand, compared with 16 million in 2008, indicating that a new birth peak has arrived. At present, there are about 400 million children aged 0 to 16 years in China.

The baby boom is bound to bring about a big outbreak of the "baby economy". Data show that since 2000, the growth rate of China's infant industry has reached 30%, and now it has become the largest consumer country of baby products after the United States. In the whole baby industry, children's clothing always occupies a significant share, and the market potential in the future is more exciting for the industry. This attracted a large number of domestic and foreign enterprises to keep an eye on the baby market. The injection of wind investment has increased the complexity of children's clothing industry.

　　 market With the increasing competition and the changing consumer demand, children's clothing industry is facing a new round of industrial upgrading. How should children's clothing enterprises cope with the new pattern of children's wear market?

Jointly Bosideng

bring up Jingle cat Big fan

Investors have pointed out that capital also needs to find new breakthroughs. They focus not only on high technology but also on fashion industry, especially on the clothing industry.

Related surveys show that many traditional industries can not cause enough capital attention. Therefore, the cost of intervention is low and the risk is relatively small. Once the capital is involved, the investment will be much higher than that of the high-tech industry. In the same period, the average return rate of traditional industries is about 40 times, while that of high-tech enterprises is only 5 to 20 times.

The introduction of positive information from many parties has made many entrepreneurs who "originally watched" change their hearts yearning for children's clothing industry. In the face of the children's clothing industry, known as the last piece of cake in the domestic garment industry, more and more mainstream adult wear and foreign brands have set foot in it, launching the children's clothing product named after their own brand.

Gao Dekang, President of Bosideng group, is far sighted and works together with Shanghai Rambo Star Products Co., Ltd. to integrate the powerful brand influence of Bosideng in the consumer's mind and the excellent operation experience of Shanghai Rambo company focusing on the children's clothing industry for 12 years, creating a new leader in the children's wear industry.

Shanghai Rambo star children's products Co., Ltd., has 12 years of experience in children's clothing brand operation and 20 years of professional children's wear production experience. The company has four famous children's clothing brands including ten famous brand children's clothes, "tinkling cat", and the product line covers 2 to 16 years old children's four seasons clothing and related children's products.

"Since last December, we have repeatedly approached the Bosideng group. We have spoken frankly, and reached a lot of consensus, which has accelerated the pace of cooperation. In this cooperation, Bosideng has adopted the mode of share purchase for our company, and has basically completed the restructuring, which is still the first in the industry. Huang Wanyou, deputy general manager of Shanghai Rambo Star Products Co., Ltd.

Nowadays, the competition focus of children's clothing market has gradually extended from product competition, price competition and marketing means competition to product technology research and development competition, brand culture competition and service competition among enterprises. "For the tinkling cats, the current market shuffling is intensified, which is both a challenge and an opportunity." Huang Wanyou thinks.

As for the essential meaning of the two words mentioned in the "opportunity", Huang Wanyou explained that the advent of the capital age is like a catalyst for the children's clothing industry. Analysts believe that the domestic garment industry has developed rapidly, especially the development of the brand clothing has made amazing achievements, and the concern of the capital is inevitable.

"Although we are not listed directly, we also participate in the listing system through mergers and acquisitions of listed companies." Huang Wanyou revealed that in the capital market, Rambo has its own unique path. Backed by the strong Bosideng group, Rambo has done a good job in the capital market, which has brought a strong impetus to the strong rise of the cat brand.

In 2011, with Bosideng's capital increase in "tinkling cat", the brand was more strongly supported. "Tinkling cat" will work together with CCTV children's channel and other professional children's media, setting off a new wave of "tinkling cat" brand communication. At the same time, "tinkling cat" is also ready to launch in various influential satellite TV stations and local stations, so as to rapidly expand the leading position of tinkling cats in children's wear market.

In depth analysis of the deep reasons behind the cooperation between Bosideng and Rambo, we can easily find the advantages of this cooperation mode.

On the one hand, nowadays, big enterprises are salivating about the children's clothing industry, and have made plans for their progress. Anta, 31st degree, mates and bang Wei have begun to expand their children's clothing. However, the children's wear market is different from that of the adult wear market. It requires high quality of products and a high degree of concern for the safety of consumers. The enterprises that can be easily familiar with the adult clothing market do not mean that they can still go downwind in the children's wear market.

On the other hand, it is precisely because of the specificity of children's clothing industry that if a large enterprise wants to succeed in this market, it will inevitably need to use the "external brain" to introduce professional operation management teams to give full play to their respective advantages and achieve strong alliances.

Through the operation of professional children's wear team, large enterprises can import their corresponding market resources, perfect supply chain system and strict quality control system into children's clothing brand, while professional children's clothing operators can face the market more effectively in brand promotion and terminal construction. Therefore, their respective advantages in the community will be reflected in the community, which will definitely accelerate the growth of children's clothing brand. "The significance of this model is to complement each other, to foster strengths and circumvent weaknesses, and to achieve multiplicative effects." Huang Wanyou said.

New model of water trial

Deep excavation of children's clothing and entertainment spirit

Although the market for children's wear is booming, there is a common problem of brand core value orientation. Most brands are writing on the concept of health, fashion and leisure. But no brand can start from the psychological characteristics and age characteristics of children, from the fun and entertainment direction of product design and development, making "the most interesting children's clothing".

JINGDING cat discovered the blank point of the market, and made its own characteristics in the entertainment culture field. This also grasped the lifeline of children's clothing consumption. Therefore, unlike the brand that only pursues popularity, "JINGDING cat" pays more attention to the promotion of brand culture in brand promotion. The company always attaches importance to brand culture at all retail terminals, and creates unique brand culture atmosphere through books and TV clips in containers, gifts, brand stories and so on, so that consumers can feel the cultural atmosphere of the brand while shopping, so that the sales terminals of "JINGDING cats" are very individual.

Tinkling cat's entertainment spirit is not only reflected in products, but also penetrated in its sales mode.

In the children's wear market, the big shop operation mode has sprung up. This "big shop", which is similar to the children's products supermarket, incorporates shampoo, shower gel, soap, milk powder, bottle, baby carriage and other consumer related products into a comprehensive, one-stop shopping platform. In this platform, not only will sell their own brand children's clothing products, but also will sell other brands of products.

While evaluating this model, experts believe that although this large shop model is advanced, there are two fatal weaknesses in the form of "children's products supermarket". First, the supermarket has a huge consumption network, monopolizing the consumer goods market. The brand of children's clothing brand built by itself is relatively small, and the product is limited, which is incomparable with that of supermarkets. Supermarkets can accommodate more brands and cover more layers of product lines, which is difficult to achieve in children's clothing stores. Therefore, in the retail market, the "big store mode" of children's products is at a disadvantage in competition with supermarkets, so it is difficult to compete with them. Second, now, the management departments require quite high quality control for children's articles. If a product fails to qualifying in a big store, the negative effects will spread to the entire store's products. Therefore, this store has put forward quite high requirements for brand selection, and there is a relatively high risk. {page_break}

Huang Wanyou said: "before the acquisition, the tinkling cats are planning their own store operation mode, but what we are planning now is a combination with toy manufacturers, that is, in terminal stores, combined with toys and stationery products, and eventually form a one-stop shopping mode with clothing, stationery and toys as the main products, which mainly promotes the spirit of entertainment culture, which is different from the" commodity mode ".

In September this year, in some flagship stores in Shanghai, tinkling cats will make a brand-new transformation according to the "big shop mode" with the spirit of entertainment and culture, and when the machine is mature, it will be widely promoted across the country.

"Commodity mode will be more and more simple, more and more single, and finally we can follow suit. And culture is changing day by day. Nowadays, people's needs are not just eating and drinking, but entertainment will be pushed to a very important position. In the big shop mode that runs according to the way of children's culture, what is playing popular at present, what children like to play, what happens in the store of tinkling cats, so that upgrading is also easy. Huang Wanyou introduced the advantages of this model.

Extended quality connotation

Let service create good reputation

From the analysis of the composition of children's clothing, the parents of children nowadays are mostly the only children of the first generation in our country, that is, the "two generation" after the so-called "one generation" in the society. Most of the parents of these children were born after 1980. With the deepening of China's reform and opening up, their consumption outlook has changed greatly. For children's clothing that was not valued before, this generation of young parents gradually began to attach importance to the brand, style and quality of children's clothing. Moreover, at present, some children, especially large and medium-sized cities, have begun to pursue designer clothes. More and more parents are willing to buy fashionable brand children's clothing for their children. This trend is increasing.

The consumer group of jingdun Cat brand is mainly middle and high income families. The consumption orientation is really about daily price products, which are more sensitive to new things, and pay attention to brand awareness and function consciousness.

Huang Wanyou believes that to attract the loyalty of these consumers, we need to use high quality services to create brand reputation. How to implement it concretely?

Through tangible products and intangible experience, from the two aspects of image and product, we plan in a planned way, enrich the brand connotation, strengthen brand personality, enhance brand association and competitiveness. This is also a comprehensive upgrading of quality (quality and service quality).

In improving quality and quality, JINGDING cat strictly implements Bosideng's quality management requirements. These include two points:

First, strengthen quality control. For now, in the field of children's wear, the requirements for product quality are very high. Ding Ding cat is currently regulating the problems through supervision at all levels, and applies Bosideng's high quality quality management system to the quality system of tinkling cats, so as to achieve the "big brand standard" to demand our children's clothes.

Two, improve the design concept and supply system. From the aspects of quality, brand, influence and price, consumers can feel the service provided by the big brands and produce fashionable and safe children's clothing.

For example, in 2011, "tinkling cat" complied with the market demand, expanded the original down jacket product line, and entered the market of children's down garments. In the close cooperation with the leading brand of Boston, the "down cat" down jacket production has been effectively guaranteed, and three innovations have been made, namely, Bosideng professional feather down technology + "tinkling cat" mature buying and selling network system, so that franchisees can be guaranteed business; innovative unique marketing mode, so that the down season sale is no longer a myth; fashionable and diversified design, beyond the traditional down jacket, so that children in the winter warm and colorful.

In improving service quality, Ding Ding cat has put forward the strategy of "two main lines and three platforms".

The two main line is to strengthen the brand image, so that consumers can fully feel the brand spirit of tinkling cat and deepen the brand connotation of tinkling cat. Another main line is to enhance the brand image and firmly establish the leading brand status of "tinkling cat" in the field of "leisure fashion children's clothing", continuously improving the added value of products, and increasing more voice in the industry market.

The three platforms are brand product terminal sales platform, brand activity platform and advertising platform. On the terminal sales platform of brand products, JINGDING cat will focus on improving the terminal service level. Through the ways of vision, hearing, touch and smell, we can enhance consumers' cognition and experience of tinkling cats, so as to promote the brand image while promoting sales. On the platform of brand activities, we will continue to interact with consumers through various creative activities, and fully release and display the charm of brands. On the advertising platform, tinkling cats will promote vigorously in various media, achieve effective communication with consumers, and display the brand culture and connotation to a greater extent in front of consumers.

From 20 to 22 July this year, the "JINGDING cat" brand was unveiled at the 2011CBME children's Wear Exhibition and the pregnancy baby exhibition at the Shanghai New International Expo Center. The jingle cat gave an unusual visual feast for the spectators and consumers. Through tangible product display and invisible unique experience, the combination of "push and pull" effectively enriched the brand connotation, spread the brand culture, and demonstrated the brand spirit.

This confirms that in the era of capital, the innovative mode and ingenious operation of jingle cat have written a legend of brand operation.