Open Children'S Clothing Market With "Museum" And "Micro Film"

"Museum", "Micro film" and children clothing Market, three concepts that are different from each other, create a more emotional and experiential marketing method. Wang Rui, the general manager of Shenzhen Xinyeyuan New Technology Co., Ltd. ("Xinyeyuan" for short), showed these ideas to franchisees all over the country at the investment promotion meeting a month ago and was welcomed by everyone.

It is reported that the first parent-child museum initiated by Xinyeyuan was recently completed in Shenzhen. At the same time, there is also a micro film about childhood life. After finding a new blue ocean in the children's clothing market, Xinyeyuan has played the brand of "Remembering Pains and Remembering Sweets" again this time to stir up the fierce competition in the children's clothing market again with more fashionable creativity in a way that touched the childhood feelings of post-80s and post-90s parents.

　　 Positioning correction

"With such a large population in China, our products are sold for only 200 million yuan a year, which is a very abnormal phenomenon. There must be something wrong with our business model!" In October 2010, when the World Expo was about to close, Wang Rui looked at the bustling crowd and said to his colleagues in his company.

Wang Rui's impression of the World Expo is that many people are queuing up. "I feel that a country with so many people has such a huge market, but its products have sold only 200 million yuan, and its market share is too small."

On April 2, 2013, the team of Dangxin Yeyuan shot a micro film of a new popular brand - "Mommy" children's clothing brand. Wang Rui believes that the market positioning of the high-end children's clothing brand, "Sunshine Mouse", which was built with great efforts and costs hundreds of yuan a piece, has great room for expansion. It is understood that Xinyeyuan mainly deals in children's clothing aged 0 to 3 years. Since its founding in 1999, Xinyeyuan's team has been focusing on the high-end children's clothing market. In the past 10 years, although the company's sales reached nearly 100 million yuan, after more than 100 million yuan, there has been an insurmountable market bottleneck.

In July 2011, the Xinyeyuan team started a nationwide market research and found many problems. For example, in a county in Hubei, it is found that there are only two local department stores selling children's products, and only a few brand products. The place where a large number of products are sold is often the wholesale market, where there are a large number of fake and shoddy products. Many products smell of formaldehyde.

Department stores sell high-end products, which are expensive and difficult to handle; The wholesale market sells products without safety guarantee, which seriously threatens children's health. The sales staff of Xinyeyuan team have seen children's clothing in various markets all the way west from Wuhan, which is generally polarized.

The investigation team of Xinyeyuan also organized interviews with channel providers. Channel vendors said that as the national product quality supervision becomes more and more strict, they will pay more and more attention to safety issues. They also do not want to sell low-end products without brands. But at present, most children's wear brands are positioned beyond the public consumption capacity. Many dealers can only choose cheap non brand products.

"The market demand is strong, but there is a lack of brand products that are reassuring, affordable and acceptable." Wang Rui said that the research ended in early 2012. Xinye Yuantuan launched the second brand "Mommy", which is repositioned. The price is set at the middle end. Compared with the high-end brand products of department stores, the price is obviously popular.

　　 Clever use of "empathy method"

The market positioning adjusted by the new brand has suddenly turned tens of millions of families with children into potential customers. However, the cultivation of the middle end market is not easy. How to guide consumption? The subject of marketing innovation is in front of us.

In the last week of January 2013, Xinyeyuan launched the World Parent Child Week, and they began to shoot a micro film about the childhood memories of the post-80s generation. The premiere conference of this micro film will be held at the Beijing Maternity and Infant Products Exhibition recently. At that time, the first parent-child museum opened at the same time and planned to be built in Shenzhen will also show this micro film.

According to the reporter, the main content of this micro film is to show various items that left deep memories in their childhood, such as children's toys, clothes, etc., through the memories of post-80s people of different classes and professions, and through these markers, to revisit the love and relationship between parents and children, reflecting the theme that only children can know their parents' kindness.

In the parent-child museum, the reporter saw a pair of hand made embroidery cloth in the 1980s shoes This kind of shoes used to be "standard" in rural China. Wang Rui said that in the future, the museum will collect various items with childhood symbols from the society, such as gyro, slingshot, various cards clothes Shoes and Hats wait.

Wang Rui said that the main purpose of similar parent-child museums is to arouse the feelings of the post-80s generation for their parents' upbringing. "After recalling their parents' care in childhood, they will be more able to understand how to treat their children."

From the psychological perspective of the current consumer groups, most of the current mainstream groups of children's product consumption are the post-80s generation. They are unwilling to devote all their efforts to children, as the previous generation did, at the cost of losing their own quality of life. After becoming parents, they should not only think about their children, but also not give up their own quality of life. The post-80s parents are unwilling to buy clothes containing formaldehyde from the wholesale market Brand clothing Consumption has economic pressure, forming a contradictory attitude towards consumption.

To solve this problem, we need to innovate a new marketing method. In addition to reasonable pricing, we also need to innovate in brand appeal to correctly guide consumption. For example, using brand emotion transmission, using the "empathy method" for empathy through childhood memories, parents of the post-80s generation can have the mentality of "do not do what you don't want to do to your children" through previous comparison, thus creating an emotional dependence on the brand.

Wang Rui hopes that new brands and new positioning can gradually become the advocates of simple life for parents and children. Advocate a parent-child relationship with ease and joy to make love easier. The main design concept of the product style is simplicity, atmosphere and comfort.

It is understood that Xinyeyuan has more than 200 franchise stores in operation, and gradually designed its direct stores around the country as a parent-child museum.

　　 Comments on Yiyi International Business Model Research Institute

Jump out of the traditional business and innovate

As a new children's clothing brand of Shenzhen Xinyeyuan Company, Mommy has won great recognition from consumers and more than 200 purchasers since its launch. Such remarkable achievements come first from the precise grasp of the market by enterprises.

In the children's wear market, buyers and users are separated. Now, for the post-80s and post-90s buyers who have become parents, the vast majority of people need inexpensive, secure and branded products. But now in the children's wear market, high-end products in the shopping malls are expensive and difficult to handle, and the products in the wholesale market are mixed up and have no security guarantee. It is from this polarization that we can see a great market opportunity. The children's clothing from 0 to 3 years old launched by Xinyeyuan is not only of high quality, but also 30% cheaper than that of department stores. This strategy of high quality and low price is an important step for its success.

In terms of brand promotion, Mommy has also jumped out of the traditional way and used "micro film" to build its own strong brand. The vivid interpretation of the story and the unique memory symbols are the most likely to trigger comments and sharing, which is an effective way to achieve viral transmission, and also conforms to the current trend of the new media marketing era of "content is king" and "interaction wins the world". Such promotion is more likely to win the favor of post-80s and post-90s children's wear buyers.

The more important innovation is that Mommy Mommy has prepared a new business for flagship stores across the country - Parent Child Museum, which subverts the channel model of traditional exclusive stores and counters for children's clothing.

Through the display of clothes, shoes and hats worn by post-80s and post-90s children as children, the interaction with consumers is established. In addition to activities such as World Parent Child Week and Children's Fair, this kind of business mode integrating emotion, experience and cultural marketing has touched the childhood feelings of post-80s and post-90s parents, which has rapidly improved the popularity of Mommy brand and laid a solid foundation for its future development.