The Rapid Development Of Children'S Shoes And Clothing Market And The Battle For Resources In Children'S Field Have Begun.

< p > > "one more love, one more future", "wonderful self, future I", "we grow together"...

Over the past two years, brand slogans of all kinds of children's clothing enterprises began to appear frequently in advertisements. < a href= "http://www.91se91.com/news/index_p.asp" > Quanzhou < /a > children's brands become another frequent visitor of CCTV and major media after the sports brand.

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< p > on the one hand, the adult sports brand is still in the adjustment period, on the one hand is the high-speed development of children's < a href= "http://www.91se91.com/news/index_x.asp" > children's shoes < /a > clothing market. As more and more adult brands begin to step in and increase investment in children's clothing business, a battle for resources in children's field is opened.

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< p > < strong > Advertising increased exponentially < /strong > < /p >

< p > after "good voice of China" and "I am a singer", at 19 o'clock today, a music talent show "new China sound generation" for children under 14 years old, produced by a golden eagle cartoon TV, will be officially launched.

On the screen background of this trailer called "the good voice of China", we saw the symbol of Quanzhou 361 degrees a href= "http://www.91se91.com/news/index_c.asp" > children's wear < /a >.

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Chen Shuqing, Deputy Secretary General of the Fujian children's shoes Association, called this cooperation "heavy". It is believed that both the sponsorship amount and the influence of the program have released the signal of Quanzhou children's brand to expand the market with superior resources quickly.

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< p > in fact, the new round of advertising of children's brand in Quanzhou has been evident since last year.

Tutu's children's products have thrown 30 million yuan to throw CCTV advertising, but ABC, good dog, Yong Gao and other children's products enterprises have also invested tens of millions of advertisements in CCTV.

Preliminary estimates, last year, Quanzhou children's products enterprises in the CCTV advertising volume has exceeded 100 million yuan, the highest record in years.

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< p > "this year's volume is bigger, at present the preliminary statistics, the local several large children's shoes brand has already put in 150 million yuan, these do not include the ordinary children's clothing enterprise as well as the adult sports brand."

Chen Shuqing said.

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< p > < strong > diversification of channels and ways < /strong > < /p >

< p > while the total amount of advertising increases, the "diversification" of channels and means is considered to be an obvious feature this year in children's products.

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< p > "the previous launch mode is more" punctuated ", such as sponsoring a program, showing the brand at the end of the program, lacking continuity, the impact on the brand and the sales promotion role of the terminal is not strong; now it is more" banded ", choosing the programs that can arouse the audience's resonance and continuity, do more in-depth brand implantation in the program, and combine the operation process with the terminal.

The general manager of 361 degree children's Clothing Co., Ltd. "a href=" http://www.91se91.com/pioneer/ "> Chen Zhicheng < /a > said that this is also the reason for the 361 degree children's wear selection and the" China new generation "cooperation.

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< p > apart from being more rational and targeted in the choice of resources, the channels of advertising are also more diversified.

"Mainly reflected in the application of some new media, such as micro-blog, WeChat and so on."

Chen Shuqing said.

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< p > for example, ABC children's clothing attaches great importance to micro-blog's marketing. At present, Sina micro-blog of ABC has 180 thousand fans, and every fan has become a potential marketing target. Through daily micro text dissemination of information about enterprises and products, as well as various forms and rich content of micro-blog topics and activities, the relationship between brands and fans has been strengthened, and the image of enterprises and products has also been established.

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"P" Yong Gao people first tried "micro animation" marketing this year, taking the whole year as a main line, and launched corresponding public welfare cartoons at different nodes, such as mother's day, father's day and Mid Autumn Festival, and integrated the brand information into them.

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< p > < strong > promote overall performance improvement < /strong > < /p >

< p > "children's wear industry will enter" blowout "period after two years, and this year's growth is expected to remain two or three.

In Chen Zhicheng's view, the current investment is more like an advance market layout.

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< p > in fact, in the market downturn of sports goods industry in 2012, children's clothing business has become a rare "bright spot" in the annual reports of major brands.

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< p > 361 annual report shows that the turnover of 361 degree children's clothing series increased by 97.7% to 370 million yuan, accounting for 7.5% of the company's turnover last year, almost doubled compared with the previous year, and the average selling price and sales volume increased by 25.7% and 57.1% respectively.

Meanwhile, as of the end of last year, there were 1590 children's wear shops at 361 degrees, an increase of 433 over the previous year. The company also plans to set up about 150 children's wear stores in 2013.

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< p > in the 361 degree investment report, it clears up the development of children's clothing business as a "forward-looking" plan. It believes that the expansion of children's clothing portfolio and the development of income sources can become a driving force for future growth.

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< p > hope that the development of children's wear is more than 361 degrees.

Anta also increased the pace of development of children's sporting goods series last year, and the number of shops increased from 632 in 2011 to 833.

It is estimated that by the end of 2013, the total number of children's sporting goods stores will reach 950 to 1000.

XTEP also said that it will continue to develop children's clothing business, and plans to add 100 to 200 children's clothing stores in the two or three tier cities this year.

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< p > it can be predicted that with the increasing competition in children's clothing market and the increasing investment of adult sports brands on children's clothing business, the battle for resource competition in children's field will become increasingly fierce, and the concentration of advantageous resources to large brands will also accelerate the "shuffle" of children's clothing market.

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