The Pursuit Of Individuality And Breakthrough Of Children's Clothing Brands Have Entered The Stage Of Homogenization Competition.

In recent years, the field of children's clothing, known as the new blue ocean of the garment industry, is becoming a new red sea. With the increasing number of brands, children's wear industry has become a burning industry. Today, with the homogenization of products, Quanzhou Children's wear Combined with its own reality, the brand takes different market entry forms to create personalized brands and achieve personalized marketing.

　　 New marketing focuses on animation

Recently, the stereoscopic marketing of anime 3D has attracted widespread attention of children in and outside the clothing industry, and the "eye storm" that triggered the "eyeball storm" is Shishi Tong Xiao Xiao leather clothing Weaving Co., Ltd.

Huang Liangsheng, general manager of small leather general, said that his ideal goal is to promote the cognition and recognition of children's customers to the small leather brand through the relatively low cost marketing way of animation. "The 3D animation" little play leather "is not only an industrial breakthrough for enterprises, but also a symbol of the development of small leather brands into industrialization and the start of animation marketing.

stay stone lion The city is directly opposite the big brother Animation Fashion Museum flagship store, the whole stadium is decorated by popular cartoon elements, with children's games and interactive areas, children's clothing, shoes and hats, bags, exquisite books, comics and other multi commodity. It is reported that the first and second seasons of Fujian's first 3D animated cartoon "Xiao Rui" and "the great devil" were broadcast after the prime time broadcast of the CCTV children's channel, and it was also broadcast on nearly 200 mainstream TV channels in the country.

Unlike animated children's branding and animation, children's product brand, the first story of children's story telling in the country this year, has launched different series of interesting and enlightening theme stories at each stage. This year, the advertising blockbuster of Mamie Marka's children's clothing has been released in the near 20 channels across the country with the launching strategy of "national TV + regional channel + children's channel".

　 Enterprises pursue personality breakthroughs

Whether it is walking Comic Line, fairy tale route, or direct cultural appeal line, the industry analysis, the current domestic children's clothing industry has entered the stage of homogenization competition, "since the product is the same, want to break through, we must seek differentiation in culture and marketing."

For the emerging animation marketing, a responsible person of Shishi children's wear industry association thinks: "some children's enterprises are still in touch with and try to introduce animation and creativity. Most children's clothing business owners still hold a wait-and-see attitude towards the animation industry."

However, the head of the Shishi Economic Bureau said that it is undoubtedly a good attempt and innovation to graft animation. The combination of the advantages of the traditional industrial chain and the animation creation of the new cultural industry is a form of transformation and upgrading of traditional enterprises, and it is worth affirming.

Huang Qingmiao, executive vice president of the Shishi children's wear trade association, analyzed that although the number of children's shoes enterprises in China is large, there are not many big brands, but also in the situation of fighting among the princes. Therefore, there is still much room for improvement in Quanzhou's brand share in the market. "For children's industry, now is a critical period." Therefore, enterprises need to seek personalized culture and marketing methods to build bridges with consumers.

"Regardless of whether children's clothing enterprises extend to the animation industry in marketing, the most important thing is to find a business model suitable for their development and a business model that can be profitable for enterprises." The industry concluded