Children'S Shoes And Clothing Drive Into The Fast Lane, And ABC Leads The "Fast Revolution".

ABC

Spring 2012 new product launches

"Fast" is reflected in brand growth.

In 2010, it once again won the first share of the market share of China's children's shoes market, the top ten of China's children's wear market share, and with the brand value of 1 billion 477 million yuan becoming the only children's product brand that was selected as the list of China's 500 most valuable brands. According to the authoritative figures of the industry, ABC has increased several times in the past three years, making it a leading brand in the children's footwear industry.

In the process of rapid growth, ABC insists on marketing innovation.

On the one hand, ABC creatively put forward a new marketing mode of "chain propulsion", which integrated the brand chain, product chain, channel chain and talent chain systematically, and realized the vertical integration of products, enriched the product system and terminal formats, and improved the channel profit level.

On the other hand, ABC has persisted in public welfare marketing for many years, adhering to the business philosophy of "managing love with heart" and adhering to the brand proposition of "love".

Such as donate "love home", send love to angel baby, join hands with the special fund of "hope for action", and work together to create the annual public welfare donation plan of "ABC China trip".

Through a series of public welfare activities, we have interpreted and deeply propagated ABC's brand culture of "love" through many channels and ways, and realized the development of culture.

"Fast" is reflected in product development.

Product is the foundation of brand, and also the most direct manifestation of a brand.

Under the background of increasingly fierce competition, the new product launches each season become the highlight of every brand to seize the market. In order to win the competitive advantage quickly, the major brands are racking their brains to shorten the time from new product development to market entry.

However, it is not optimistic that the phenomenon of homogenization of children's shoes and clothing industry is serious, which has become the biggest obstacle to the development of industry.

Based on the persistent ills of the industry, ABC has been constantly upgrading its R & D strength and upgrading it to the strategic height of brand survival: to join hands with the Korean fashion industry alliance to set up an international cooperation base for China and Korea garment industry; to participate in the national footwear Standardization Conference, and to explore the standardization process of Chinese children's shoes.

For the mass consumer goods such as shoes and clothing, the vitality of the market is ultimately determined by quality.

With greater capability of independent research and development, it has stronger core competitiveness.

ABC released the spring product in two months ahead of schedule in 2012, which is undoubtedly a great parade of its R & D capability that has been continuously improving over the years.

While grasping the fast fashion trend, ABC has not forgotten the pursuit of high quality, providing such a perfect product in such a short time, reflecting the inherent strength of the industry's leading brand, and the ability to use the "R & D sword" to occupy the commanding heights of the industry.

"Fast" is reflected in the market response.

Market is the only truth to test brand.

After all, the product must be pushed into the market to accept competition so as to decide the final winner.

However, at present, the market environment of children's industry in China is not mature, and there are endless market problems.

In the face of this situation, who can react as quickly as possible and formulate strategies according to market changes, who will take the lead and remain invincible.

This is an era of channel and terminal.

Three years ago, ABC joined the mode of children's shoes single store, children's wear shop, shoes and clothing store and so on. It enriched the terminal format, improved the channel's profit level, and quickly built a sales network covering the whole country.

How can we really grasp the way to enter the consumption field from the production field? This ABC greatly advanced the new product release time.

The main purpose is to further enhance the channel and brand's ability to respond to the market.

On the one hand, it can enable channel traders to formulate flexible and flexible ordering and distribution policies according to the specific conditions of specific regional markets, and enhance the channel profitability level so as to fully protect the interests of distributors and retailers.

On the other hand, it can ensure that ABC gets the fastest market feedback so that it can really adjust the development strategy according to the market, reduce market risks and ensure the rapid growth of the brand.

In response to the fast response strategy, Xu Haiyun, vice president of ABC, said: the rise of new sales channels and the formation of a diversified competition pattern have further intensified the competition of children's footwear industry.

In the face of greater challenges and opportunities, ABC needs to become faster. In the future, this "fast" will be reflected in every aspect of brand development, shaping its own "fast" culture, and promoting the rapid development of the whole industry at the same time of achieving rapid growth.

Inadvertently, ABC has set off a "fast revolution" in the industry: to win the relative time by "fast", win the absolute market by "fast", win the brand growth with "fast", and finally form the advantage enrichment to achieve the lead step by step.

This time, ABC has taken the lead in the industry, playing a leading role in the "fast revolution" of children's footwear industry.