Hai Wei Children'S Clothing Pattern To Speed Up The Development Of Channels

At present, more than 80% of children's wear brands are crowded into the shopping mall channels. They are falling into a brutal "hand to hand fight". With the increase of the operation cost of the mall, the profit margins will be narrower and narrower, it is difficult to pursue the real sense of "people first" and "parity".

In 2010, Hai Wei International launched a series of heavy wear children's clothing series. With the "big suit pattern", through the "price belt", we realized the connection between the floor shops and the shopping malls, and provided a high quality profit platform for franchisees.

This year, Hai Wei international fashion children's clothing is "leading the tide 2012" as the theme. It aims to lead the trend of Chinese children's clothing and carry out comprehensive marketing with the comprehensive image of the banner of Chinese children's wear industry.

Hai Wei international fashion children's clothing 2012 autumn and winter fashion appraisal and autumn and winter new product ordering will be held in Guanyin Shan International Business Operation Center in Xiamen in from April 12th to 16th. The theme of this activity is "tide 2012". It is intended to lead the trend of Chinese children's clothing and carry out comprehensive marketing with the comprehensive image of the banner of Chinese children's wear industry.

To create a relaxed meeting

On the theme, Hai Wei is unique to set up the conference area in the most fashionable CBD in Xiamen - the open view sea platform of the Guanyin Mountain International Business Operation Center.

The European style open-air leisure PUB attracts far away dealers.

Pick up the busy footsteps and stop slightly. The breeze in the early summer of the south is blowing gently, overlooking the panoramic view of CBD. The sea, music, sunshine and beach are all in view.

With the successful convening of the 2012 autumn and winter appraisal, the brand layout of Hai Wei brand in 2013 is about to start. The Hai Wei people will once again throw their enthusiasm into the new round of brand campaign.

2012 is the second year of Hai Wei brand's implementation of the "big suit pattern" mode of children's clothing. After the experience and actual operation in 2011, this mode is becoming more and more mature.

It is reported that this autumn and winter brand launched by the Hai Wei brand, the main body uses forest as the main element to integrate into the natural elements, so that children's clothing can return to simplicity, and there is no lack of fashion sense.

While absorbing and utilizing international fashion elements, aiming at the characteristics of China's children's wear market, increasing its own brand personality elements, this season's products are more suitable for fashion trend children in China.

According to the psychological and physiological characteristics of children, this season products are applied to all kinds of knitted products with comfortable cotton and more close to natural materials. The demand functions of clothing such as antifouling, waterproof and windproof are applied to woven products, especially in product details and accessories design and application. Combined with the color characteristics of children's clothing, the products of this season have more market adaptability in style and function quality.

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The product is divided into five series. The theme function of each series is complementary to each other, covering almost all children's clothing needs after school.

A complete series of subdivisions is designed to create a fashion selling fashion store for children, and to open up a new sales model for International Children's wear brands in the Chinese market.

In the form of high quality and high price, we should create a fast fashion consumption culture in the field of children's wear.

Hai Wei brand is divided into a series of integration, the cargo band is scientific and rigorous, the order will be no less than 4 times a year, 15 times the cargo band, ensure that the product of every quarter is innovative, at the same time, continuously improve the sales force of products and improve the comprehensive profitability of the shops.

Due to the nature of Chinese children's clothing market and the main consumption structure, in 2012, the Hai Wei brand strategy group made a comprehensive survey and analysis of the operation of Hai Wei children's clothing market. Under the condition of the overall brand operation mode unchanged, the brand development strategy was classified and refined, especially in the analysis of product market sales price.

It is reported that since the beginning of spring and summer in 2012, the market price of Hai Wei products has been reduced by about 30% compared with 2011. The main reason for making this strategy depends on the brand structure and market distribution pattern of Chinese children's clothing. From the view of the independent market development strategy of Hai Wei, the strategy is corresponding to Hai Wei's brand fashion run volume strategy, which provides a more effective precondition for absorbing more sales volume on the basis of guaranteeing and even increasing the profit margin of dealers.

In terms of brand operation and promotion, Hai Wei will launch the brand in depth promotion mode, discard the simple propaganda of appearances, dig out the brand promotion mode that directly affects people's hearts, establish the brand promotion thought concept of "public relations is greater than advertising", take consumers as the main object of appeal, combine the upstream and downstream supply chain integration to conduct the all directional public relations, take the offline activities and the online public opinion effect as the media combination, gradually form the own public relations promotion platform and promotion mode of Hai Wei, and create the unique style of Hai Wei's brand image.

Retail terminal is one of the most direct carriers of brand to consumer communication. When the brand strategy is implemented to the terminal, the implementation of terminal operation system is particularly important.

In the terminal planning of Hai Wei 2012 to 2013, we will focus on the standardization and upgrading of terminals, strictly comply with the needs of the products listed band, cooperate with the adjustment of brand strategy and advertising communication strategy, implement systematic upgrading including space planning, product display, advertising and sales activities, develop and launch a series of guidance manuals for terminal operation standard operation flow, and vigorously enhance the standardized operation of terminals, and do a good job of image protection for store sales.

In continuing to promote the upgrading and development of the regional market, Hai Wei will focus on strengthening the development of the local market, and promote the rapid development of the surrounding market segments, and rapidly consolidate the core of Chengdu, Kunming, Shenyang, Jiangxi, Hunan, Xi'an, Hebei, Zhejiang, Guangdong and so on. The 7 core markets of "Hai Wei" will be constructed in the sub area, and the "jade carving project" of "seed shop" and "Golden Triangle shop" will be promoted, so as to influence the radiation and promote the terminal upgrade.

In view of the core market, Hai Wei head company will give a corresponding tilt in manpower and policy, push forward corps operations and speed up regional market integration.

According to the news from Hai Wei's 2012 autumn and winter fashion appraisal conference, this conference has brought together the senior dealers all over the country. In addition to the old dealers of Hai Wei, the newly promoted dealers have filled the proxy seats in some market gaps of the Hai Wei brand. Therefore, the strategy of the Hai Wei brand's whole China market has been promoted again in the hands of the major distributors.

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Boosting the healthy development of children's wear industry in China

Since twenty-first Century, the children's wear market has entered a period of rapid development, increasing by an average of more than 17% per year, far higher than the retail sales of social commodities in the same period.

In 2010, China's children's clothing industry reached a market scale of 100 billion yuan.

In the next ten years, the birth rate of China will reach a new peak. The age of 0~16 will exceed 400 million, and the market potential will be amazing.

The growing market space will definitely blow up the upgrading of China's children's wear industry. The international brand children's clothing and local children's clothing will surely fight hand in hand to fight for this big cake.

The development of Chinese children's clothing in the past 30 years has gone through three main stages: the era of self production, self marketing, the age of brand breeding and the era of brand rise.

The future will be the era of champion brand rising.

In the past ten years, children's wear has been learning big suit, but it has never been able to produce "Big Mac" brand like big suit.

The root of the problem lies in the fact that the brand of children's clothing has not made any breakthroughs in the pattern. There is no such thing as big suit, brand, product and marketing three carriages keep pace with each other.

Therefore, Hai Wei children's wear brand revolutionized the use of "big suit pattern" to run children's wear, aiming to become the pioneer of the children's clothing wealth.

In this regard, Lin Rongzhen, chairman of Hai Wei's children's wear, pointed out that making the best use of the situation is twice the result with half the effort.

Hai Wei children's clothing is born in this situation. The international trend children's wear will be a brand new category. It is a strong category born under the two categories of fashion leisure and fashion movement, and it can form a clear and effective separation from animation, leisure, sports, campus and aristocratic children's clothing.

It can be said that Hai Wei children's clothing is more affinity than aristocratic children's clothing, more internationalized than casual children's clothing, and has a series of feeling than the cartoon brand children's clothing. It pays more attention to the integration of children's new fashion lifestyle than sports brand children's clothing.

Hai Wei, a brand consultant, said that Hai Wei's brand emphasized the idea of "international fashion children's clothing".

"International" means Hai Wei focuses on the main line of international design sense and serialization.

The trend is manifested in parity, international trend and fast fashion.

The brand boundaries differentiated by age and lifestyle have now been replaced by large integrated brands.

The hottest spots are those integrated brands that closely follow the trend and integrate the international popular elements and cover different needs of daily life. They ensure the audience of the product and ensure the design lead. They have strong market vitality, high growth space and rapid expansion ability. They can stand out as the champion brand in the next ten years.

Hai Wei marketing consultant Fang Zhong believes that children's clothing is the next gold mine in the clothing industry.

2000 ~2010, these ten years is the era of the rise of men's clothing, women's wear and footwear industry brand. The next ten years, 2011 ~2020 will be the era of the rise of children's clothing, home furnishing and fashion brands, and also the era and opportunity of "channel is king and big agent is rising".

According to statistics, there are more than 80%.

Crowded shopping mall channels are plunged into a brutal "hand to hand fight". With the increase of the operating costs of the mall, the profit margins will be narrower and narrower, and can not pursue the real sense of "people first" and "parity".

And Hai Wei international fashion children's clothing through the "price band" to achieve the floor, shopping malls, double channels of integration, is conducive to the rapid development of franchisees, in the field of children's clothing open up a new and living marketing road.