Fierce Competition In The Market &Nbsp; How Children's Children's Wear Brands Stand Out.

How to do children's shoes and children's clothing well after the children's shoes and children's wear market competition is upgraded? brand This is every child's shoes. Children's wear Enterprises need to think about problems. In the increasingly competitive garment industry, if there is still the last piece of "gold mine" yet Development If not, children's shoes and children's clothing should be.

The attraction of children's shoes and children's clothing market makes many sports brands "greedy". In the same period when BELLE announced the march to children's shoes and children's wear market, XTEP, the main fashion sport, also disclosed information in this field in its interim report. Before that, the Anta and 361 degrees of the same city made the development and terminal layout of children's products early. In addition, in recent years, Quanzhou brands such as Anta and seven wolves have extended their tentacles to children's shoes, children's clothing and accessories, and participated in the competition of children's products market. The children's market has become a new profit growth point for these adult brands. Some experts believe that with the intervention of the new forces, the reshuffle of the children's shoes and clothing market will start soon, and the situation that the brand of children's shoes and clothing in China will be "without a head" will soon be broken.

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 shoes and children's clothing enterprises do well in the brand of children's shoes? How can we stand out in the new round of competition? How can we make the existing children's shoes and children's wear brands bigger and stronger?

First, subdivide children's shoes and children's clothing market.

Children's shoes and children's clothing brands should first 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 the breakdown of children's shoes and children's clothing brands is to deal with the differences between 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 this process will determine the difference between styles and materials of children's shoes and children's clothing at different stages. At the same time, do a good job of children's shoes and children's clothing brand, according to China's national conditions, there are no taboos in the clothing of two age groups, one is the infant group, the other is the elderly group. Do well children's shoes, 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 shoes, children's clothing brand market consumers

Do a good job in children's shoes, children's clothing brand is to locate children's shoes, children's clothing brand market consumers. Good children's shoes, children's wear brand children's shoes, children's wear market and the adult market is the biggest difference and difference is that children's shoes, children's clothing market consumers have two kinds of people, one is children's shoes, children's clothing users are children, and the other is to buy children's shoes, children's wear policy makers and staff members are children's parents. The particularity of children's shoes, children's shoes and children's clothing products is a problem for brand promotion. Is it the parents who lock the users or the children? After all, the judgment and decision making power 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 changes in the brand of children's shoes and children's clothing 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 shoes, children's clothing brand positioning

Finally, children's shoes and children's clothing brands should be clear about their brand lines. Children's shoes and children's clothing products are growing according to age. 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 shoes and children's wear brands are quite different for children's clothing products. For infants and young children, products should be positioned in their parents, while children's products should be returned to the children themselves.

The key points of price positioning for children's shoes and children's clothing brand are: there are two categories of products in children's shoes and children's clothing market, one is the flood of cheap goods, these products are not brand awareness, flooding the market in large quantities; 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 shoes, children's wear brand, which leads to a shorter cycle of products than the adult market product cycle, and even when parents purchase decisions, children will grow and change every year because of the idea of temporary improvise. A large number of children's shoes and 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.