Red Dragonfly Children'S Shoes Combined With The Advantage Of Media Innovation Business Mode

In order to make the market competition more intense, such as: Barbara, Anta children, 31st degree children, BELLE's acquisition of brand ready to enter children's clothing field, and so on, the export enterprises enter into the children's consumer goods market, such as the lemon children's shoes in Wenzhou, Shanghai's love manufacturing, etc.; the shopping mall brand channels are moving down to the monopoly; children's production enterprises have built their own brands, and have rushed into the market with the shortest supply chain links, such as: kating, POOVE, Tutu and Shepherd boys; the related brand advertising of children has increased, such as: the balabara, shepherd boy and other brand advertisements are filled with CCTV advertising channels; the mode of the combination store mode is centralized, and the multi brand and multi category combinations, such as: the magic house, the baby Island, etc. at present, more and more mainstream adult clothing brands have seen opportunities to seize the market of children's wear. Meanwhile, some well-known foreign brands have entered the market in a strong way to seize the share of the domestic children's clothing market.

In addition, children's products street, shopping malls children's wear floor has been formed. Moreover, the demand of consumers is changing from simplification to diversification and differentiation.

Joint advantage of media innovation business model

For children who focus on children's clothing industry, the current market shuffling is both a challenge and an opportunity. The red dragonfly, who has worked hard for many years in the field of shoes and clothing, has launched a heavy blow in Beijing. It has held a spot signing and ordering ceremony with many franchisees, pushing the Red Dragonfly children's clothing integration store mode, leading the "parity of happy fashion" trend, indicating that the Red Dragonfly children's clothing will fly happily all over the country.

We can not help but ask, this has always been to many people's impression that looks like the general public's shoes brand, can now successfully achieve its extension to the children's clothing market?

Zhejiang Red Dragonfly Wang Jianbin, vice president of shoe industry Limited by Share Ltd, first of all, red dragonfly children's clothing in recent years in marketing, not only focus on the CCTV channel advertising, but for the needs of brand promotion, choose the advantage media to carry out advertising, public relations, consumer interaction activities, product innovation and other system planning and publicity, so that their brand and brand concern consumer groups really establish some kind of relationship.

Secondly, the market prospect of China's children's wear industry is broad. Red Dragonfly children's clothing is embarking on the rapid replication of adult shoe marketing operation mode, which is fully integrated in talent resources, agent resources, supply chain resources and management resources, so as to set a clear position for the Red Dragonfly children's clothing, and also let consumers understand the difference between red dragonfly children's clothing and other children's wear brands. To this end, red dragonfly children's clothing is positioned to create a "parity happy fashion" brand for the new generation of children aged 3 years old and ~12 years old. Red dragonfly is to grasp the opportunity of the lack of leading brands in the children's wear industry, and to create a strong brand image.

Besides, children's clothing from China. market To see, the whole children's wear industry presents fragmented competition pattern. At present, it is still in the "Warring States period" period, and children's clothing brand concentration is not high. This provides an opportunity to shuffle the children's clothing industry in China, and also makes the birth of the leader brand possible.

As for the continuous entry of new brand of children's clothing, insiders say that if dislocation competition is formed and the cluster effect of complementary advantages is formed, it is undoubtedly icing on the cake for the overall development of children's clothing industry. Trout, the positioning master, has said that the essence and the fastest way of positioning is to strive for the first place.

　　 Wang Jian bin In an interview with reporters, red dragonfly expects to continuously lead the international children's fashion culture through the innovation of business mode, leading the "brand era" of Chinese children's clothing industry. The plan will grow by more than 60% in 2012, and children's shoes business will grow more than 4 times in 3 years.

Children's wear integrated store mode to create new formats

Wang Jianbin explained that the traditional stores often sell products with single products, the products in the shop are relatively single, the store image is rather dull, and the brand integrated shop can display the various brands or styles of the brand, so that the store will become richer and more prominent in product collocation. In addition, this brand product will be displayed in front of consumers at the same time, it will give consumers a shocking effect, and it will greatly enhance brand awareness and reputation in the minds of consumers. The integrated store mode can be described as a one-stop shopping experiential marketing platform, creating a warm and interesting place for parents and children to enjoy. Red Dragonfly children's clothing is committed to creating the concept of "parity happy fashion". Red Dragonfly proposes a new terminal mode called brand integrated store mode (GT) through the exploration and analysis of foreign ZARA mode. As early as 2007, the Red Dragonfly adult shoe leather integrated store mode has been pushed away in the whole country, and the expansion of new shop or original monomer shop has been carried out.

Related information shows that the Red Dragonfly adult shoe leather integration shop can be roughly divided into two categories, the large integration store has a large area, and the store operates four kinds of hundreds of kinds of clothing, shoes, leather goods and accessories, and small integrated stores usually sell three other products besides clothing. After changing into an integrated store, the efficiency of single store increased by 25%, and the growth rate of good benefit was as high as 300%. For example, if the traditional stores can only store 300 pairs of shoes and transform them into integrated stores, the store can place 100 pieces of jewelry and 50 bags in addition to the original number of shoes, so that the volume rate of the stores can be greatly improved.

Data show that the two or three line urban population accounts for more than 60% of the total population of the country, and the second tier cities account for 55% of the total national economy, and the consumption potential is huge. At present, almost 50% of the domestic children's clothing market share that foreign brands occupy is concentrated in the first tier central cities. Unlike the first tier market, the growth of the 234 tier city market will be a long-term release process, which requires children's clothing enterprises to have lasting endurance.

For children's clothing enterprises, almost all began to realize the importance of the 234 tier city market. In the laying of the channel, the Red Dragonfly children's clothing just chose the second tier cities two or three categories of business circles, three lines of city one or two types of business circles, four lines of town, a kind of business circle as a deep development market. As a result, the Red Dragonfly children's clothing store mode came into being under this background. Red Dragonfly children's clothing shop operates Red Dragonfly brand children's clothing, children's shoes and accessories and other hundred kinds of children's supplies. For example, the price of children's shoes is generally between 119 yuan ~259 yuan, transparent, cheap, fashionable children's wear stores, with sports, leisure, public leisure, fashion and leisure as the positioning, high-end quality, low price can meet the needs of the new generation of parents. The "happy fashion of parity" is Wang Jianbin's theory of "affordable fashion."

The innovation mode of children's clothing store is not only the innovation of channel terminal, but also the Red Dragonfly's highly cooperative operation system in every key link such as sub brand planning, product structure, R & D design, procurement, production, logistics distribution and terminal. The fastest market reaction speed is the bottom line of the Red Dragonfly innovative business model. In the course of years of development, red dragonfly has trained a "quick effort". Through the integration of large and small integrated stores, as well as shopping malls, business super, shoe city special hall counters, new and expanded shops were expanded, and 1000 outlets were broken through.