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Exploration Of JOJO Children'S Clothing Brand Selling Way

2012/1/31 18:07:00 26

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Activity or ability

Brand culture

Attract and expose the brand of JOJO children's wear and sell with the maturity of the market.

Children's wear

The huge market of the industry attracts a large number of garment manufacturers and international giants to intervene. The competition is inevitable. The national policy also advocates that enterprises should ensure the competitive advantage through brand building.

Brand building has become an urgent need, but how to do it? Money is difficult and precipitation is not enough? All walks of life learn from the past. Various factors have set a huge psychological barrier for children's clothing enterprises.

When the majority of children's clothing enterprises feel at a loss, they suddenly see the dawn! JOJO the hot selling this season, they know that the fundamental reason is brand building, and what is the specific operation? Is it just the promotion of several trials? Children's clothing enterprises urgently need a benchmarking in the industry to make a guiding light for their enterprises.

To this end, the industry's JOJO

brand

Deep excavation of the construction mode.

Since the opening of the JOJO spokesperson selection contest in May this year, customers in Shenzhen's shopping malls in front of JOJO have been in a continuous stream. The sales situation is hot.

In the children's wear industry, parents have always guided their children's consumption pattern.

JOJO children's wear

But in the July 11th and August 29th, third auditions were held in two big shopping malls in Shenzhen. The number of people in the election was over 1000, and the scene was warm. They planned to go to the JOJO election. According to the survey, 65% of the contestants were strong supporters of JOJO children's wear, 28% of them were attracted by the activity information of JOJO in the major media magazines before the event, and a small number of other players participated in the competition through on-site registration.

Nowadays, most enterprises emphasize the new idea of activities, and with the development of society, "creativity" itself will become less creative.

From the convergence of activities, the actual efficiency and the high degree of activity aims, it is the way to win the activity marketing. This is the so-called "coping ability".

Strategy

"Ability" is generally used to describe the tactical layout in basketball match, but the whole process planning of JOJO's image spokesperson's activity is unavoidably reminiscent of the word "coping ability".

First, seize the advantageous position before the strategy.

The competition of JOJO was selected in various shopping malls in Shenzhen. The pportation is convenient and can carry out activities very well. The most important thing is the static propaganda and painting at the front door of the market one week before each activity, plundering tens of thousands of eyeballs, and the sale of self owned counters in the shopping mall is directly benefited.

Two, find out the right time and make timely preparations.

JOJO image spokesperson first, second entries are arranged in July and August respectively, the rematch time is scheduled for October, and the finals are in December, respectively, to promote the sale of summer wear, autumn clothing and winter wear.

Even the quarterly inventory of clothing is also sold.

Three, timely adjustment of direction and position.

In the JOJO competition spanning more than half a year, Shenzhen Di Zi Garments Co., Ltd. has communication with the parents of the planners every day, and will choose the venue and timing of the competition according to their needs.

Such a market

Investigation and research

Intelligence belongs to the activity itself, and also to the strategy of the whole company.

USP--'s unique selling proposition wins children's love of JOJO. According to adults' understanding, children like JOJO clothes.

In fact, maybe the children mean that they like JOJO, JOJO is a person and a cultural spokesman for JOJO brand.

The story of the black and white JOJO brothers has quietly affected many children. In their eyes, JOJO is a brave hero and the embodiment of justice. Since the start of the registration in May, a brand culture movement of JOJO has been carried out in an orderly way.

In advertising, besides the information of the activity itself, there is also the penetration of JOJO brand culture.

Even JOJO's brand planners have a common view: let consumers see that JOJO stands for sales culture.

The unique selling proposition or unique selling point is described in marketing by "USP".

"USP" is a clear marketing proposition that consumers get from advertising or other marketing activities. Consumers must be able to understand what specific benefits they can get from buying products.

JOJO refined the spiritual needs of the 00 children into selling points, directly promoted the sales volume of products, and deeply touched consumers' recognition of brands.

The strategic decision making level of JOJO has deeply realized that the development of social progress and material culture, the demand of spiritual and cultural levels of Maslow's theory has been generally manifested, the reduction of commodity differentiation, the selling of styles, the sale of colors, the sale of fabrics, the selling of workmanship, and the selling of prices, which are difficult to sustain in the fierce competition of industry.