Xinye Source, Fashion, Creativity, Agitation, Competition, Child Clothing Market

< p > mix and match the concept of "Museum" and "micro movie" with < a href= "http://sjfzxm.com/news/index_f.asp" > children's clothing < /a > market, and three different styles of wind and horse and create a more emotional and experiential marketing mode.

Wang Rui, general manager of Shenzhen Xinyuan New Technology Co., Ltd. ("xinyeyuan") presented the ideas to local franchisees and welcomed everyone.

< /p > < p > it is reported that the first paternity Museum founded by Xin Ye yuan was completed in Shenzhen recently.

There is also a micro film about childhood life.

Xinye yuan has found a new blue ocean after the children's clothing market, and this time, playing the "sweet memories" brand to stir up the children's clothing market which is fiercely competitive with more fashionable ideas.

< /p > < p > > "so many people in China, and our products actually sell only two hundred million a year. This is a very unusual phenomenon. There must be some problems in our business model!" in October 2010, when World Expo was closing, Wang Rui watched the bustling crowd say to his company's colleagues.

< /p > < p > Wang Rui's impression of World Expo is that many people are queuing up. "There are so many people in a country with such a huge market that their products sell only two hundred million, and the market share is too small."

< /p > < p > April 2, 2013, when Xin Ye yuan team took the new popular brand "Mongolian Meng Mo" children < a href= "http://www.91se91.com/" > clothing < /a > brand micro film.

Wang Rui believes that there has been much room for development in the market positioning of the "sunshine rat", a high-end clothing brand and a price of several hundred yuan.

It is understood that Xinye source mainly engaged in children clothing 0~3 years old, from the start of business in 1999, Xinye source team has been focused on high-end children's clothing market, in the past 10 years, although the company's sales amounted to nearly 100 million yuan, however, after billions of dollars, but there is an insurmountable market bottleneck.

< /p > < p > July 2011, Xinye yuan started to launch nationwide market research and found many problems.

For example, in a county in Hubei, only two department stores sell products for children and only a few brands.

A large number of products are sold in wholesale markets, and there are a lot of fake and shoddy products in the wholesale market. Many products smell the smell of formaldehyde.

< /p > < p > department stores sell high-end products, which are expensive and difficult to deal with. Wholesale market sales of products without safety guarantee are a serious threat to children's health.

Xinyeyuan team sales staff from Wuhan all the way to the west, children's clothing seen in various markets, there is widespread polarization.

The survey team of "/p < < p > Xin Ye yuan also organized interviews with channel workers.

Channel merchants said that as the product quality supervision became stricter and stricter in the country, they would pay more and more attention to safety issues. They also did not want to sell low-end products without brands, but at present, most children's clothing brands were positioned beyond public consumption.

Many dealers can only choose cheap brand products.

< /p > < p > "there is a strong demand for the market, but there is no brand product that can be reassuring and acceptable."

Wang Rui said that in early 2012, the survey ended.

Xinye yuan Group has launched a repositioning of the second brands "Mongolian MMM", priced at the middle end, compared with department store's high-end brand products, the price is obviously popular.

< /p > < p > the market positioning of the new brand adjustment 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?

In the last week of < /p > P > January 2013, xinyeyuan started the world parent-child Week activities, and they began filming a micro film about the memories of their children after the 1980s. The premiere of the micro film will be held at the Beijing children's and children's products exhibition in the near future.

The micro film will also be shown in the first paternity Museum opened in Shenzhen during the same period.

< /p > < p > according to the "China business newspaper" reporter, the main content of this micro movie is to show children's memories of their childhood, such as children's toys, clothing and so on, through the memories of the post-80s of different classes and occupations. Through these signs, we can review the parental love and parent-child relationship, and reflect the theme of parents' understanding of their parents' grace.

< /p > < p > in the parent child Museum, the reporter saw a pair of embroidered cloth shoes handmade in the 80s of the last century. This kind of shoes used to be "standard" in Chinese rural areas.

Wang Rui said, after that, museums will collect all kinds of objects with childhood signs, such as gyroscopes, slingshots, cards, clothes, < a href= "http://cailiao.sjfzxm.com/matertial/show/default.aspx" > shoes and caps < /a >.

< /p > < p > Wang Rui said that the main purpose of a parent-child museum is to arouse the feelings of parents after 80.

"When they recall their parents' care, they will be more able to understand how to treat their children."

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