Dream Babys Is Born In China And The Brand Is Diversified.

Beijing Yong Wang International Shopping Mall, Zara Next door to the shop, the opening of a new business Dream Babys (Meng Bao) has attracted many young Chao Ma and Chao Ma's patronage. They frantically swept the goods here and contributed about 15000 yuan a day to the store. This figure is the top three in the children's wear brands (including Nike Kids, Adidas Kids, etc.) in the Beijing Yong Wang International Mall Shopping Center.

Dream Babys is a fashion parent-child brand from Japan. Bold use of leaping, bright and rich colors, while matching the changeable pattern is the brand characteristic of Dream Babys.

According to the plan, Dream Babys A total of 5 shops will be opened in mainland China this year, and the total number of stores will reach 60 by 2015. The performance of shop No. 1 has made a good start for Dream Babys. This also makes Jiang Xiong Feng feel gratified. Jiang is the chairman of Meng Bao (Shanghai) Garments Co., Ltd. [hereinafter referred to as "Meng Bao (Shanghai)"), and also the founder of Nantong's strong wind group. By the end of 2011, the Jiangsu's beloved treasure industrial Limited by Share Ltd (hereinafter referred to as "love treasure") was jointly invested with COZY's shareholding shareholder, Yimu, Japan, to set up Meng Bao (Shanghai).

Responsible for the total operation of Dream Babys parent brand in mainland China, while COZY is responsible for providing Dream Babys design and planning.

about Jiang Yong Feng For example, the birth of Dream Babys in China is more profound: his brand diversification strategy is another city, which he never thought of when he was a foundry for the brand of children's children's clothing in Japan.

"Three level jumps": from OEM to ODM to OBM

Jiang Xiongfeng entered the field of children's wear market, the earliest from OEM processing.

Orders 100% from Japan's children's wear brands, including Hello Kitty Disney, Dog Dept and so on. Today, the OEM business has annual revenue of about 20000000 US dollars.

With the increase of orders for foundries, Jiang Xiong Feng, a designer of architecture, grew increasingly "somewhat powerless". In 2007's Fudan EMBA's graduation thesis, Jiang Xiong Feng took his company as a case. The analysis showed that in the post WTO era, the pattern of China's garment industry and even the world's garment industry is changing quietly. The OEM manufacturing enterprises lacking original design and terminal sales are facing increasingly fierce competition and the plight of low income segments in the industrial chain. For the future, he reached two conclusions: first, the upgrading of the company from OEM to ODM (original design manufacturer) is inevitable; secondly, gradually upgrade to OBM (original brand manufacturer), and increase the differentiation and value through the construction of sales channels. {page_break}

In fact, in the past 2004-2005 years or so, when the Hello Kitty was being commissioned, the processing group of the group has been transforming to ODM, because they have been participating in the design of Hello Kitty.

In 2007, Jiang Xiongfeng founded his own children's wear brand Anebabe (E Bal Siti). But progress is not smooth. When they want to enter the department store, the other side will refuse to stay out on the grounds that they have never heard of it.

Jiang Xiong Feng, who was under attack, later came up with a bold plan to talk to Hello Kitty headquarters. He envisaged that if China could win the authorization of Hello Kitty children's clothing brand, China's department stores and consumers would be very welcome. Meanwhile, the brand awareness of Anebabe would also be gradually promoted, after all, it was produced by the same factory.

This is the source of the Chinese story of Hello Kitty children's wear. The industry peers are very jealous of Jiang Xiongfeng's "good luck". Jiang disagrees: his idea was initially rejected by Hello Kitty. If it is not for his insistence and optimistic judgement of the market outlook of Chinese children's clothing, everything else may be another look.

Template effect of "Hello Kitty"

COZY has been looking forward to the Chinese market for a long time. It has always hoped to find suitable partners to enter the Chinese market. This time, AI Bao Di and its hit it off, actually also benefited from Hello Kitty children's clothing in China's "model effect".

From 2008 onwards, the Shanghai Sanrio, a wholly owned subsidiary of AI Bao Di's subsidiary, has been authorized by the Japanese Sanrio Co (Sanrio) to become the chief operator of Hello Kitty children's clothing (4-10 years old) in mainland China, responsible for a series of work from shop decoration design to clothing design, production and sales.

Unlike many other countries and regions in the world, the Hello Kitty children's clothing has appeared in an independent shop in mainland China. Shanghai's treasure has made it a "dream hut" image, and has enriched its products to the most incisive level, with 180 new products per season.

In 2008, the first shop of Hello Kitty children's wear was selected for the eight hundred companion. Even if placed in the middle island of the mall, there are only about 20 square meters of Hello Kitty bunk, which can generate about 2000000 yuan of revenue every year.

Since 2008, Hello Kitty children's clothing has been developing rapidly in mainland China, and the number of shops in 2011 has reached more than 40. The latest data are 68 families, with a total annual revenue of nearly 70 million yuan, of which about 50% of the shops are franchised stores.

The performance of Hello Kitty children's clothes in mainland China is very surprising when Sanrio inspects.

The Danish Embassy in China also found Jiang Xiongfeng in the year before yesterday, hoping to recommend Denmark's high-end children's clothing brand Green Cotton (green cotton) and its cooperation. At present, the cooperation between the two sides is still under negotiation.

Prior to this, the Danish Embassy has conducted market research, and found that Hello Kitty is a new brand of children's clothing on the mainland, but its role is very fast. In every department store, it is basically ranked the top five and the top six. {page_break}

How to solve management problems?

As a non OEM professional, how did Jiang Xiongfeng bring the Hello Kitty children's clothing retail to today's situation? Can he copy this success to other brands?

It sounds like he doesn't seem to have any shortcuts, but his past experience has inspired him.

He was impressed by such a contrast: in the country, when a salesperson changes his customers, he often dump a lot of small money on the table to let customers pick it up one by one; and in Japan, the salesperson usually hands them to the customer with a tray. Such contrasts made the ginger bear, who had just returned from Japan, "totally unable to adapt", so that "always want to lose temper when shopping."

After joining the service industry, Jiang Xiong Feng personally trained the guide of retail store how to deal with people. His request is meticulous to such a degree: when a guest comes in, the shopping guide must stand at the door, do not bow in a very respectful way, nor can he turn his back on the customer. Instead, he has to move sideways to arrange goods, and so on. The purpose of this is to let consumers enter the shop without feeling any pressure; when the customer is in the shop, the guide can not follow up immediately, but only needs to use his eyes for the rest of the light to keep looking. But when the customer stays in front of a garment for more than 10 seconds, when he starts reaching out to touch or starts to flip the price card, the guide should immediately welcome it, otherwise the guest may feel left out.

From decoration to product display, shopping guide's costumes and other people's affairs, Jiang Xiong Feng and his team groped out a series of standardized management regulations. There are only 50-60 items of shop location evaluation indicators.

However, they also went through some detours. At first, they mistakenly believed that they had to produce matching bottoms at the same time, resulting in a higher stock of trousers.

They found that consumers may not necessarily want to buy a lower garment when they buy a jacket, or buy a series of tops. Later, they changed their strategies to take the design of jeans and other bottoms, so that the stock of the lower garment was gradually reduced.

"From the consumer's position to consider the problem, there must be no mistake," Jiang Xiongfeng said, Hello Kitty children's clothing this year's key is to improve the performance of single store through management.

Next, Jiang Xiong Feng also plans to introduce more mature brand of children's clothing abroad. Under the multi brand path, management is indeed a difficult problem, because brands are different. For example, Hello Kitty children's clothing is the main fashion, the price positioning is in the high-end, mainly in department stores, while Dream Babys highlights the concept of fashion. Shoppingmall And street shop, which requires two different management systems, and even the dress of the salesperson will be very different.