Successful Experience Of Famous Brands In Children'S Wear Market

　　 Peckrandy : Operate with IT thinking

According to the authoritative domestic market research organization, Peckrandy has repeatedly ranked among the top three in the national market share, and has created a myth of ranking first in the market share in Beijing for consecutive years.

Marketing strategy - virtual operation. As early as the beginning of the business, Parkland decided to abandon the traditional labor-intensive model and build a modern intelligence intensive model clothing The enterprise takes a road based on product design and development, sales channel construction and brand management, and hands over the processing and production process to selected reliable factories.

Management strategy - information management. In information management, Parkrandy introduced advanced MIS information management technology in an all-round way, independently developed a large-scale information system with 100% intellectual property rights, fully applied modern network concepts, and ran through all links of product design, production and marketing, forming a leading "intelligence information intensive" operation mode in the industry.

Market strategy - brand competition. In terms of the relationship with partners, Parkland adheres to the strategy of long-term support and common development, earnestly supports small and medium-sized customers, seeks long-term partners, and provides additional services of brand value.

Product strategy - reflects the inner spirit and aesthetic dynamic of children in the new era. Parkland has simple and natural style, fresh color, and casual and comfortable style.

　　 Good boy: one-stop service idea

In the sales ranking of China's children's wear market, Goodchild has been far ahead for many years. From school run factories to China's largest enterprise group specializing in the design, manufacturing and sales of children's products, Goodchild has created a miracle in China's children's wear industry.

Independent research and development - domestic and foreign enterprises and consumers identify with Goodchild solely because Goodchild has intellectual property rights and development technology. Goodbaby Headquarters has a 5000 square meter industrial design research institute, with more than 100 engineers and designers. It invests 40 million yuan in research and development every year, owns more than 2200 patents, and launches a new product every half day.

Internationalization - At the beginning of entering the international market, Goodchild adopted the strategy of forming a strategic alliance with international professional brands because the United States and other countries have regulations on unconditional return and exchange of goods, which can both avoid risks and quickly promote the Group's products to the international market.

One stop service concept - Goodbaby Group has opened ten "Goodbaby One stop mother and baby stores" in China. Mothers can buy all things for babies here. In addition to many brands of children's clothing at home and abroad, there are also toys, strollers, books, sanitary products, etc. suitable for children of all ages. There is even a children's library and photo studio

Brand image building - Goodchild launched Goodchild parenting website, inviting more than 300 parenting experts to provide 24-hour online free consultation activities for young parents. The website has become an important platform for Goodchild and consumers to exchange information and enhance trust.

Entering the retail industry - going deep into the retail industry and building a strong marketing network is another "ambition" of Goodchild Group to maintain its manufacturing advantages. At present, Goodchild has signed brand cooperation agreements with many famous companies in the world, and Goodchild has become the first agent in China of world famous children's brands.

　　 T100: Unusual way

After three years of development, T100 children's wear has developed from a single brand of children's wear to a fashionable "parent-child wear" brand with children's wear as the core. Now T100 has grown to 250 franchisees, with an annual sales of nearly 100 million yuan.

Marketing positioning - target customer group positioning: T100's target customer groups are high-end, tasteful, personalized, fashionable and family oriented customer groups; Market positioning: T100 aims to enter the high-end market. Now, the brand of T100 has entered the main high-end shopping malls in major domestic clothing centers. It has also entered eight of the top ten airports in China. For overseas markets, T100 has been preparing to open stores in Europe, Singapore, South Korea, India and other places; Personnel orientation: T100 establishes a training center and regularly conducts internal training for employees. At the same time, it helps them to plan their career, giving them room for continuous development and a sense of belonging.

Publicity and promotion - T100 targeted ads are aimed at adults, not only children. Because adults are important factors that guide children to make decisions, they are the ultimate decision makers and buyers. Market feedback - T100 has set up a special department to collect and analyze feedback information. A strong brand must understand market trends, consumer demand characteristics, changes in competitors, requirements of franchisees, and problems in sales activities.

Business strategy - T100 refuses to recruit talents from peers, because the market of children's wear industry has not reached a mature stage, and talents are very important for a children's wear enterprise; Instead of fighting a price war, T100 believes that this is not only bad for its own brand image, but also bad for the development of the entire children's wear industry. We should jointly maintain this industry, improve consumers' consumption habits, and take the development of the children's wear industry as the goal!

Social responsibility - T100 products are all imported environment-friendly fabrics from Europe, America, South Korea, Japan and other countries, which are particularly strict at the source. In addition, T100 has spent a huge amount of money to add expensive cleaning machines in the finishing process, further ensuring the quality of products. Driven by the sense of social responsibility, T100 has customized various services for customers, such as calling customers to travel on holidays; T100 Children's Photography Studio was established; There are also VIP clubs that hold salon activities regularly

　　 Yaduo: focus on internal management and training

Shanghai Yaduo Garment Co., Ltd. was founded in 1996. Since its inception, Yaduo seems to have shown a distinctive temperament. Over the past ten years, the company has made continuous achievements, and Yaduo Children's Wear has been successively rated as Shanghai Famous Brand Product, Shanghai Famous Trademark and China Famous Brand. Today, Yaduo brand has become a well-known Chinese children's wear brand with the third highest sales performance in China and the first sales performance in Shanghai.

Ten year old Yaduo's outstanding performance in the national market with strong players stems from his "emphasis on management and training".

Business strategy - focus on management and training. At the beginning of its establishment, Yaduo listed learning and training as an important work content for all employees of the company, and as a required course for enterprise and brand development.

The company's training for dealers and agents during each order meeting is a continuation of the company's staff's learning. In the annual order meeting training, the company invites industry experts to answer questions for dealers and agents. This kind of training, which has formed the company's "system", not only laid a solid foundation for the company to keep pace in the national market, but also made dealers and agents have a strong sense of belonging and strengthened the cohesion.

Talent strategy - Yaduo has always been focusing on brainstorming and learning from others. It is understood that the company has a special off staff team, whose members include industry insiders, industry experts, media reporters, etc., from multiple industries. This team has played an important role in the development of Yaduo brand. In the company's major resolutions, this team will be invited to participate in the discussion and express their opinions, while the company will choose the best. For example, in the design and launch of new products every season, these experts will talk widely about product style, market orientation, and even quality and environmental protection, which enables Yaduo products to occupy their own place in the market.

Brand operation - strict and innovative daily management is the cornerstone for Yaduo to become a strong children's wear brand in China in ten years, and Yaduo's more innovative action is reflected in the company's brand operation mode.

The development concept of "be prepared for danger in times of peace" has made Yador go to France to register a more competitive high-end children's wear brand Yador when its sales volume has soared. The emergence of Yador launched Yaduo's plan to enter China's high-end children's wear market.