Xie Qixian: The Way To Break Through Mickey Mickey

Xie Qixian, director of BBMIQI brand operation center.

In 2007, the children's industry was in a chaotic situation. At that time, the whole industry was looked at.

With a sense of professional intuition, Xie began to set foot in the children's industry and chose the ABC children's shoes, which were initially established with brand operation.

In just a few years, he experienced the rapid pformation and upgrading of Fujian children's plate and the experience of brand operation of Guangdong children's plate.

In July 2010, he formally entered the brand operation center of BBMIQI, and raised a new life sail.

In the two years of BBMIQI, Xie and his team made great efforts to achieve great development and breakthroughs in the regional market through unremitting efforts, including Jiangsu, Hunan and other regions.

After implementing a series of related brand operation measures, BBMIQI (100 million meters) spread across the country at a very fast speed, and developed from a dark horse squeezed into the children's shoes industry into a strong brand in the children's industry.

"After accumulating and settling in 2011, many areas of BBMIQI have matured in organization and operation structure, and have become a few of them.

However, driven by the overall economic and commercial interests of the whole industry, many adult brands and sports shoes brands have entered the children's industry in recent years, and the competition in the market for children's shoes has become increasingly fierce.

In response to this phenomenon, Xie Zong said that the mature brand of children has begun to fully open in the past few years, and has basically embarked on the track of branding operation.

There are two problems for adult brands to enter children's brands. One is the lack of knowledge about the marketing channels of children's industry. There is still a certain gap between the supply chain and the children's industry. The two is that these two years have been in the stage of children's brand development. If adult brands enter the children's industry hastily and carry out brand promotion in the traditional mode, they may run around and break their heads.

Of course, it does not rule out that individual adult brands can run children's brands well.

Xie Zong confidently told reporters that BBMIQI developed earlier. In 2010, it began to carry out the operation of the standardized brand, and made great efforts in terms of human resources structure, brand attribute positioning, and channel development and innovation.

Judging from the current feedback from the market, the "leading role" in 2012 will also be the traditional children's brand. BBMIQI, after many years of precipitation, the hard and soft strength is enough to stir up a new wave of brand in 2012.

Then, what kind of development measures will BBMIQI children implement as a pioneer of children's brand?

Xie Zong analyzed the status of BBMIQI (BBMIQI) very clearly. He said, "2011 is the breakthrough year of BBMIQI." BBMIQI "adopted the" regional rise mode ", focusing on building key regional markets such as Jiangsu, Zhejiang, Hunan, Zhengzhou, Shanghai and Shenyang.

The key regional market has gradually expanded to the national market, and has grown from the regional strong brand to the national well-known brand.

We have won the "3.15 national quality inspection, stable and qualified products" and "China".

Xie told the reporters very frankly: "in 2011, because of the harsh environment of the whole children's shoes industry, no brand can be done in every aspect, BBMIQI."

We have not done enough in terminal retail customer service and channel publicity.

In 2012, we will relocate and think about the market environment and ourselves.

I believe we can do better. "

According to press reports, in 2012, BBMIQI will start the market battle in advance through the form of brand interaction.

The advanced management concept and mature operation experience of Zhejiang and Jinjiang enterprises will further refine the brand elements and make the product attributes and brand concepts clearer. The company will take advantage of the needs of the target group and use the mode of regional rise to break through the various markets and realize the overall development of the brand; in propaganda, the enterprises will strengthen the brand penetration and influence through the media coverage and advertising bombing in the air and ground, online and offline; on terminal services, the company will invest more funds and provide more services to help the terminal enhance the performance of single store. On the product innovation, BBMIQI has chosen the China Leather and shoemaking Research Institute and the healthy child research center as a strategic alliance, and the research achievements will directly guide product development and industrial production. BBMIQI will be combined with Guangdong.

With the continuous maturity of children's products market, children's clothing industry has integrated the marketing mode of shoes and clothing.

Xie Zong said that BBMIQI is planning to go to children's shoes.

The development of a brand must go through the ups and downs, and the rainbow that will emerge after the rain and shower will be more dazzling.

We believe that the experienced brand of BBMIQI will have a stronger performance in the future children's industry.