Children'S Wear Brands Should Be Divided Into Three Steps.

Children's clothing enterprises are following the escalation of children's clothing brand market competition, how to do well the children's clothing brand, this is every one. Children's clothing enterprises They all need to think about problems, otherwise they will win the fittest and be squeezed out of the children's clothing industry. In the increasingly competitive garment industry, if there is still the last piece of "gold mine" that has not yet been developed, it is not the field of children's clothing.

With NIKE, Adidas and other international brands entering the Chinese children's clothing market one after another, and other capital's eyeing for children's clothing market, the children's clothing enterprises in China will no longer be the domestic enterprises of their own level, and will face more new competition with mature market operation experience and strong resources support. The new round of competition is not simply reflected in the competition of price or manufacturing capacity, but also in the overall competition of the brand. In the face of the new round of brand competition, how can domestic children's clothing enterprises do well in the brand of children's clothing? How can we stand out in the new round of competition? How can we make the existing brand of children's clothing bigger and stronger? Do a good job in children's wear brand, and children's clothing enterprises should do three aspects: subdividing the market, finding the right demand points and brand positioning.

　 First, subdivision Children's wear Group market

First, children's clothing brands should be subdivided into children's clothing market. The market is still the market, and the difference is that the market needs targeted segmentation. Only when the group is clearly defined can enterprises benefit. Children's clothing market, from the market, can be divided into 0 years old baby clothes, 1-3 year old children's clothes, 4-6 year old children's wear, 7-9 year old children's wear, 10-12 year old children's wear, 13-16 year old children's wear 6 market segments. The main purpose of doing a good job in children's clothing brand segmentation is to deal with children's psychological characteristics, physiological characteristics and growth characteristics at different stages of their development at the age of 0-16. In the process of children's growing up, psychological consciousness is gradually developing from unconscious to conscious to rebellious. The effective grasp of the process will determine the difference between the styles and materials of children's clothing at different stages. At the same time, do a good job of children's clothing brand according to China's national conditions, only two age clothing is no taboo, one is the infant group, the other is the elderly group. Do well in children's clothing brand, so from the clothing style and color can be said to use "unscrupulous" four words to describe. This is the typical psychological and physiological characteristics of children in infancy.

　 Second, positioning children's clothing brand market consumers

A good brand of children's clothing is to locate the brand of children's clothing. Market consumption People. The biggest difference and difference between children's clothing brand children's clothing market and adult market is that the children in the children's clothing market have two kinds of people. One is children's children, the other is children's decision makers and staff members. The particularity of children's clothing brand children's clothing is a problem for brand promotion. Is it the parents who lock the users or the children? After all, the judgment and decision making ability of the two is different.

The younger the children, the weaker their self-consciousness. The older the children, the stronger their self-consciousness. From this point of view, the direction of consumers in infancy and early childhood should be parents, not children. In the scope of children, children's consciousness is stronger and stronger, and their sense of self selection is stronger. This leads to the larger the age of children, the more the market consumers are pointing to the children themselves. The trend and change of children's clothing brand will determine the tone of the product. Marketing emphasizes efficiency, that is, enterprises should sell products to consumers in the shortest time. And the most effective way to pry this market lever is to find the proper fulcrum. For children's clothing, the fulcrum is the precise positioning of the brand to meet the needs of consumers.

　 Third, children's clothing brand positioning

Finally, children's clothing brand should be clear about their brand line. Children's clothing products are growing according to age and users' psychological consciousness is stronger and stronger. Their will to choose products is stronger. In contrast, parents of decision makers are being transformed from policy makers and executors to advisers. Therefore, children's clothing brand positioning for children's clothing is also very different, for infants and young children products should be positioned in the parents, and for children above products should be returned to the positioning of children themselves. {page_break}

The key points of price positioning for children's clothing brand are: there are two kinds of products in children's clothing market, one is a flood of low-priced goods, these products are not brand awareness, a large number of flooding the market; the other is high-end goods, and take the brand line. However, in real life, because children in their own growth process, their psychological and physiological are in a period of rapid change, do a good job in children's wear brand, which leads to a shorter cycle of products than the adult market product cycle, and even when parents make decisions to buy, children will grow and change every year because of the idea of temporary improvise. A large number of children's clothing brands exist, which leads consumers to choose those products with high cost performance as the first choice when purchasing products, because even if they are discarded, there is nothing to be regrettable about such clothes.

Children's clothing enterprises should pay attention to the price setting of products. The price of children should be set at the benchmark of high performance price ratio to the juvenile stage, otherwise consumers will not buy the products priced too high.