Strategy And Tactics Of Clothing Brand Operation

If children are the sun at eight o'clock in the morning, then

Wu Gongmin: how does the new brand develop into a strong brand, even a category champion?

If children are the sun at eight o'clock in the morning, children's clothing is the sunrise industry in the future.

At present, China

First, brand King mode, that is, the key strategy of brand sustainable growth.

I clearly show my brand strategy.

The so-called positioning is to let the brand occupy the most advantageous position in the mind ladder of customers, so that the brand can become a representative brand of a certain category or characteristic.

When it comes to brand strategy positioning, I have to mention a case: HIWIKIDS, after animation, leisure, sports, campus, aristocratic children's clothing, put forward the "international trend tide boy" this brand new category, sounding the brand of alienation without competition horn.

We also share the successful positioning of some famous brands at home and abroad: XTEP's "fashion campaign"; "business casual men's clothing" of Li Lang; "jacket expert" of "strong guy"; "experts of trousers trousers" of nine Mu Wang; "new formal dress" of talented people; Volvo's "safety"; Ferrari's "speed"; Mercedes Benz's "reputation" and other brand positioning.

After a lot of market research, marketing managers and brand managers aim at segmenting the market and establish their own positioning. Next, we must consistently promote the new positioning so that brand value can be continuously precipitated.

Finally moving toward the Big Mac brand!

Second, refining the brand advertisement slogan.

Good advertising language can directly pull the sales performance of the terminal and play a good promotional role: it is like the "Archimedes fulcrum" that pry sales performance.

Therefore, as brand managers, marketing managers, and even CEO, they need to concentrate on it.

Because of the good advertising appeal, it is a powerful marketing tool, a powerful weapon for brand communication.

For example, "after school, wearing sea Wei" is the advertising slogan of HIWIKIDS, a famous clothing company in the clothing industry, who has studied the development trend of children's clothing in China for ten years.

Perhaps in the near future, "after school, wear sea Wei" will become the children's mantra.

Similarly, we would like to share with you a few slogans of the well-known clothing brands in China: Lining's original slogan "anything is possible", Anta's "never stop", XTEP's "let sports be different", Li's "simple and not simple"; Semir's "what to wear"; Metersbonwe's "do not take the unusual road".

After the slogan came out, the same principle was introduced into the brand CIS, and integrated dissemination was promoted.

Striving to become the consumer's pet phrase, it succeeded.

III. create your own brand DNA.

What is brand DNA? I think it is a brand patent element that is exclusive and cannot be copied by law.

Why do you want to create your own brand DNA? Example 1: Coca-Cola and Pepsi, mark them up and pour them into ordinary glasses. Ordinary people can tell which Coca-Cola is the Pepsi Cola through taste. This is their unique brand, DNA, namely, taste; example 2: take out a Kappa and Anta jacket, identify them, cut them with scissors, and we can still identify which Kappa is it? Which is Anta? This is Kappa's unique brand DNA, that is, color.

Let's take another look at the counter example: wow ha and Jing Tian drinking water and mark them. I can tell you that unless you are a senior quality engineer, you will not be able to tell.

The above positive and negative cases tell us a truth: brand DNA exclusive competitiveness.

Nowadays, when consumers are complaining about the homogenization of commodities, we should also study how to achieve differentiation to distinguish the same kind or even the same commodity.

The brand DNA undoubtedly provides us with a feasible guiding ideology.

Take another example, for example, HIWIKIDS import + x = = these five target consumers' learning symbols, as brand visual communication DNA.

This usage has been highly recognized by the industry.

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IV. using brand lineage to create brand myth.

First, share with the readers several classic cases: when Wang Lao Ji declared successfully and became a "national intangible cultural heritage", which was under the permanent protection of the World Convention on cultural heritage protection and the relevant laws of the state, it quickly opened the national market, and at the same time made the brand of cool tea champion. Liquor Moutai was labeled as "national wine" in the hearts of the Chinese people, so it deserved to become a big liquor brand in China.

The so-called bloodline theory is derived from the bad roots left over by over two thousand years of feudal rule in China.

Because of this, when building a brand, you can use it skillfully to create your own brand myth.

For example, wine producers have done enough articles on their origin. Why? Because in the sense of wine, the traditional industries, which are of great relevance to natural factors such as climate, are, in a sense, representative of their lineages.

In the same way, different regions will give people different mental orientation. For example, China gives the world the impression of "making a big power". Germany, the United States and others feel that it is a "big technology country". Based on this theory, a well-known domestic brand association is wise to move its headquarters from the "manufacturing power" China to the "high-tech" label New York, which has opened the international market rapidly.

V. pay attention to brand offline promotion and brand public relations activities.

Practice has proved that children's clothing brand is not suitable for spokesperson mode.

Because the brand spokesperson's brand publicity mode needs spokesmen to have a high reputation, but few famous stars.

And child stars are in school, and do not have time to participate in many publicity, it is more difficult to interact with enterprises.

In addition, child stars are different from adult celebrities. They will grow up again. When they grow up, they will not be suitable to be a spokesperson for children's wear brands.

Some enterprises also invite adult celebrities to make children's wear brands, but the facts prove that they are not very good.

Guangdong has a children's clothing brand called Li Guo, invited Ku Kui Kei as spokesperson, Ku Kui Kei's image has been more affinity to the child itself, and has great appeal for young mothers, but even so, Li Guo has not been able to quickly open fame because of Ku Kui Kei.

Speaking of this, I believe that the core feature of children's clothing brand promotion is interaction.

Because their consumers are children, and children often have fun nature, through some interactive activities to narrow the distance from consumers, so that consumers can have a good impression on the brand, this is a good starting point.

In addition, when children's clothing brand is promoted, we should also pay attention to the guidance, because children's ability to distinguish is still weak, so the spread of children's wear brands should be more education and guidance.

To sum up, I believe that at the beginning of the establishment of children's wear brands, a lot of money is spent on spokesmen, and even on the CCTV children's channel. Instead, it is better to improve the brand planning while doing some appropriate interactive line promotion at the same time, such as sponsoring children's model competition, product exhibition exhibition, community interaction game, terminal experience promotion and participation in public welfare activities in the target market area, such as Wang Laoji's donation of one hundred million events to 5.12 Wenchuan earthquake stricken areas in 2008.

While organizing the offline activities, we invite local authoritative media and domestic strong industry media to participate in the interaction. Media hype reports make the activities sustained and have a long influence.

This can play a 42 role.

Second, import product market trend strategy research.

The so-called product market trend research is to set up an international buyer database to analyze the dynamic information of the connotation, function, price, style, accessories and fashion trends of the international children's clothing, so as to introduce product research and development more timely and effectively.

For example, a children's clothing brand, facing 6 to 16 years old urban fashion children, has a clear dislocation competition with the nobility, leisure, sports, campus, animation style, and pays more attention to the brand connotation of children's lifestyle. Compared with aristocratic children's clothing, it has more parity, compared with leisure, campus children's clothing, and has a sense of international design and series.

A children's clothing brand takes the "children's light sports" culture as the core, and advocates the low-carbon and environment-friendly "fashionable children's life style".

We advocate that we should choose more non polluting vehicles such as hiking and bicycles to cultivate environmental awareness of ecological resources and energy resources from childhood. We should encourage children to take part in activities such as gathering, outing, travel and so on. We should create a team concept and focus on stimulating children's new horizons and new space, so as to cultivate children's natural integration into modern fashion life.

A children's clothing brand advocates the concept of inclusiveness, fashion and value, and creates a healthy, fashionable and innovative shopping culture.

More emphasis on international design and serialization of the product line, in addition to "friends gathering", "home from school", "weekend outing", "fashion sports", "happy travel", there is a large series of "annual clothing", that is, 5+1 mode, in a more cordial, simpler and more comfortable way to enrich children's four seasons wardrobe, forging children's new life benchmark.

Product pricing strategies such as fashion children's brand, Barbara Gogh 20% - 30% compared to casual children's clothing, 20%-30% lower than aristocratic children's clothing.

The brand is listed in 17 bands throughout the year. At the same time, there are three fashion reunion releases every year, that is, spring and summer conference, autumn and Winter Conference, annual installation conference.

This model is relatively innovative in China, and has a very high scientific nature.

Here is a question that can be explored if the product takes the international buyer's route or the domestic parity fashion line, depending on the company's own research and development strength and the comprehensive quality of the buyer team.

For example, the representatives of international buyers include ZARA, H&M, UNIQLO and so on. The representatives of domestic parity fashion include Metersbonwe, YISHION, Semir and so on.

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Third, import marketing fusion mode to make the brand grow at a high speed.

A brand can develop rapidly in a short period of time, reaching a certain scale of shops, and most of them belong to high quality shops. This is a marketing fusion effect, also known as marketing fusion mode.

As for marketing fusion mode, the most important way to promote market access is to implement high station and high penetration mode. At the same time, the landmark flagship stores are set up in the prosperous sections of important cities in China. At the same time, more attention is paid to adaptability and flexibility of terminals. They can not only take the first line market, but also take the two or three line market, which can take both shopping malls and street shops, which can take commercial streets or community stores, so as to ensure rapid and in-depth development of brands.

In May 2011, when HIWIKIDS entered the Chinese market, it spent $about 5000000 to open a flagship store at the landmark intersection in Zhongshan Road, Xiamen's busiest commercial street.

Subsequently, the brand was launched in Fujian province. As of October of the same year, the Fujian market, which was controlled by its retail center, has inserted the HIWIKIDS logo shop and flagship store, such as Fuzhou, Quanzhou, Nanping, Pingtan, Putian, Sanming and other two or three cities.

The case of market expansion fully demonstrates the scientificity and feasibility of the marketing fusion mode.

Speaking of market channels, we must also mention the terminal mode, that is, the layout of terminal stores.

The author first introduces the layout of the five elements of an style: seed shop (gold), Golden Triangle store (wood), profit shop (water), network store (fire), discount store (earth).

Using this model, the layout of the national market may take over the domestic 123 tier cities.

This general rule helps children's brand rise rapidly.

In twenty-first Century, the age of terminal is coming.

The chief marketing officers of garment enterprises at home and abroad are wondering how to fight this campaign and build their own trump shop.

In addition to the above market channels to implement high station, high penetration mode, terminal shop layout mode, more people are trying different models.

There is a model that I have to mention, because once it is blown up, it will shake the industry.

It is following the vertical pattern of products such as UNIQLO, ZARA and H&M. The Chinese fabric leader brand Feng Zhu group first introduced and practiced the product horizontal mode with the international brand NIKE, NIKE6.0, LEVI "S, CONVERSE, JORDAN, MINICAR, MightMao" and so on.

This model is concise and comprehensive, which is to create a super retail brand for children and children in one stop shopping.

This pattern has many distinct characteristics, such as shops' tenant power, wide audience, consumers' selectivity, high shop survival rate and product complementarity.

In short, high investment, low operating costs and good returns.

The above is collectively referred to as the marketing fusion mode.

So behind the marketing fusion mode, a strong marketing team is necessary.

Let's make a thorough analysis of the marketing structure of a children's clothing brand in China, and the marketing department under the dual leadership of vice president and general consultant.

It divides the Greater China into three parts, namely, the South China Marketing Center, the North China marketing center and the direct operation center (the two regions of Fujian and Chongqing).

At the same time, the north and South marketing center subdivided the Greater China into 8 major regions, known as the eight military regions, implementing the regional manager responsibility system, and setting up regional managers in various provinces.

This marketing organization structure strongly guarantees the rapid rise of the brand in the domestic market.