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China Children Shoes Start Supermarket Multi Brand Integrated Marketing

2012/3/7 11:07:00 13

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In modern urban life, people's brand consumption concept is gradually becoming mature, and the choice of consumer products is becoming more and more fragmented.

Driven by such consumption demand, more and more enterprises begin to change their original single brand management mode and turn to multi brand development.

At the same time, in order to adapt to the development of this market trend, enterprises often focus on the differentiation of their own consuming groups when they implement multi brand operation, or subdivide them with product style, market area, consumer place, or take mixed segmentation of several dimensions to make reference.

However, with the increasingly intense multi brand operation mode at home and abroad, the multi brand marketing mode of Chinese enterprises is also facing a two-way thinking.

How can Chinese enterprises stand out in this brand chasing war? How should we accurately locate the fragmented market of their brand development? With these questions, I asked the relevant personnel of China shoe net brand marketing department.

In the dialogue, I understand that the current Chinese market multi brand business model is facing a new phase of Lewis turning point test.

In the multi brand marketing structure layout, besides the planning and supervision of enterprise management, brand terminal channel layout is the most critical link.

Especially for those multi brand enterprises that are fast fashion, fast consumption and flat, the proper layout of terminal channels will directly lead to profits of enterprises throughout the year.

For example, the shoe industry, which is introduced by the Chinese shoe net, is a traditional industry with multiple brands.

In the shoe market,

Gym shoes

The kinds of casual shoes, leather shoes, women shoes and so on are wonderful. These companies often enter the adult market.

To this end, the market has also been the emergence of sports shoes as the main shoe industry base in Jinjiang, as well as leather shoes as the foundation of Wenzhou shoes city. From a recent British financial industry information institutions data statistics learned that Chinese enterprises in the proportion of adult shoe manufacturing investment accounted for 13.6% of the total international shoe manufacturing, and there is still a big breakthrough in the field of children's shoes, and the development trend of multi brand of Chinese children's shoes enterprises still need to enter a comprehensive mining stage.

Based on such data analysis, there are some forward-looking children's shoe enterprises in China aiming at the local blank of the development of multi brand in the domestic children's shoes market, resolutely innovating the traditional multi brand marketing techniques, opening up a non single multi brand channel layout route, and creating a new wind vane for the development of Chinese children's shoes enterprises.

Among them, Guangzhou morning children products Co., Ltd. is such a leader.

Guangzhou morning

Children's articles

Ltd is a comprehensive and efficient enterprise specializing in the design, production and sale of children's shoes. The company has three brands: "Philippine Dido", "Betty" and "dog".

After sending the professionals to the field of research on the terminal market, the top three companies respectively gave clear positioning to these brands.

As a brand imported from abroad, Philippine didi is currently positioned in the "sports, leisure and outdoor" style, while Betty is located in the "princess, lively, gorgeous" style. As a company's own operation, the dog brand is mainly located in the "personality, uniqueness, Korean and Japanese" style line.

After fully operating and planning the market operation track of these three brands, the children in the morning set up a new path again and continued to exert their efforts in brand building and innovation, and launched the "supermarket type" multi brand integrated marketing channel independently, creating the "morning" at one fell swoop.

Fashion shoe court

"The three star brands of the company are perfectly assembled and opened to consumers in a way of opening stores.

Admittedly, the "supermarket" multi brand integrated marketing channel for children in the morning not only ensures the advantages of multiple categories in the terminal channel, but also broadens the brand's adaptive crowd, making the children's enterprises and even the morning fashion shoes Institute have the most leading product line in the domestic children's shoes industry, thus maximally meeting the individual needs of the domestic and foreign market consumption groups.