Quanzhou Children's Shoes And Clothing Enterprises Have Four Major Trends

Recently, wild sports (China) Co., Ltd. officially signed the Garfield brand of the United States and became its strategic partner in China. This marks the entry of wild power into the children. shoes Field. As early as three or four years ago, 361 degrees, Anta, XTEP and other sporting goods brands had already tested the water into the children's field. Last year, the total sales of 361 children's clothing reached 370 million yuan after tax, becoming a new growth point of 361 degree group.

There is no doubt that this year is a more intense competition for children's products enterprises. Under the trend of big shoe beachhead, the development of local children's enterprises in Quanzhou has also played their own killer. Reporters found that tick tick and good dog and other brands pay more attention to intensive farming terminal, enhance the profitability of a single store; Jamie bear, stupid mouse, card Dudu, kodin, little play leather, Kasiron coincidentally start animation marketing, create an independent cartoon brand...... Regardless of the way, everyone's goals are consistent, that is, to seize the commanding heights of the industry.

　　 Trend 1: big shoe beachhead, ambitious

This month, the Garfield children's shoes of wild power are coming to the Tmall mall. "The reason why we want to enter the field of children's shoes is actually our product attributes." According to Lin Shaoxiong, President of wild power, over the years, wild power has gone on the road of single product breakout, focusing on breathing shoes, paying attention to moisture absorption and breathability. He found that this function not only needs adult shoes, but also needs children's shoes, so this naturally becomes a new selling point for them to enter the field of children's shoes.

Unlike Anta and 361 degrees, the wild force chooses to walk on two legs: on the other hand, it acts as an internationally famous brand while creating a "wild child" synchronously. "Because in terms of brand awareness, we are not as good as Anta and 361 degrees. We must quickly occupy the market for children's shoes. We must first resort to an international brand to drive our own children's brand." Mr Lam said he believed that the market for children's products still had broad market prospects. For the enterprises themselves, they should not be blind. The key is to identify their own directions and cut in points.

The new brand is entering, and the forerunner is working hard. This year, 361 degrees, Anta and XTEP have their own actions in the field of children. For example, the 361 degree children's wear last month signed a heavy gold contract to sign Golden Eagle cartoon TV to create a children's version of China's good voice - "361 degree children's clothing China new voice generation" program, which opened the 361 degree children's clothing brand promotion, from punctuation to banded breakthroughs. "This year's 361 degree children's clothing will continue to march in brand promotion, channel expansion and sales expansion." Chen Zhicheng, general manager of 361 degree children's Clothing Co., Ltd., said that sales will increase by two to 30% this year, and plans to increase to 2000 this year on the basis of 1590 terminals last year.

　 Trend two: intensive farming terminal, retail is king.

In the face of sports products companies eyeing the children's market, the realists in the local children's enterprises choose to practice their inner strength. "Now everyone is grabbing the commanding heights of the industry, and the key factor is the ability of enterprises to innovate." On the one hand, Quanzhou's South Qi shoe industry Co., Ltd. marketing deputy general Luo Zheng Ming said, on the one hand, in the face of high-profile entry of sporting goods companies, this will undoubtedly exacerbate the market's competitiveness. From the present point of view, the real confrontation between the two sides has not yet arrived, because many brands of sporting goods still rely on their original channels, and there are not many intersections between the channels of children and enterprises, and according to the inertia thinking of consumers, their brand attributes are biased and their product styles are also differentiated.

"Now, the biggest pressure for children enterprises is to enhance the profitability of single stores, which is what we are working on." Luo Zhengming said, therefore, the good dog's children shoes focus on this year's work as "intensive farming terminal, retail is king". To cultivate the terminal, we must proceed from three factors: people, commodities and stores. This year, the good dog children's shoes start with "people", and carry out batches of professional training for the sales staff of nearly 2000 terminals nationwide. At the same time, we should eliminate some shops with poor profitability. "What is floating clouds, the key is profit, profitability!"

Fujian's Green group's "click tick children's clothing" also realized the importance of the retail terminal early. It also started the nationwide training of retail terminal personnel last year, which greatly enhanced the team's combat capability.

　　 Trend three: animation marketing, long term investment

This month, two animated films launched by Quanzhou children's enterprises will be officially played: one is Kasiron's search dragon, made by Kasiron's children's shoes, the other is 3D cartoon made by kutin (Fujian) children's products Co., Ltd. At the same time, another two children's animation films are in full swing. They are "super card Dudu" produced by the 3D micro animation "stupid mouse" and the card Dudu children's products Co., Ltd. Before that, two animated films launched by Quanzhou children's enterprises were broadcast on CCTV, namely "Jamie bear" and "little play leather".

"Animation marketing, although a large investment, but to the enterprise's income is also great, is the so-called high investment and high returns." Qin Guangyang, chairman of the card Dudu children's products Co., Ltd., said that the company plans to invest 30 million yuan to make 104 episodes of 3D animation, "super card doodle", and animation marketing. He values three aspects: first, it can become an important weight for enterprise brand promotion; enterprises can advance publicity and promotion in various platforms such as stores, media, and networks; two, with independent intellectual property rights, enterprises can generate more product categories, and in the future, they can make profits through authorization. For example, Disney alone authorizes the product to earn 400 million yuan per year, and third, thanks to the government's support.

Although many children's enterprises are optimistic about animation marketing, but because of the broadcasting plan of the "dragon of crow" broadcast from the dragon year to the snake year, the broadcast channel has shifted from CCTV to local satellite TV, and how many industries have made some comments on the animation marketing. "This will not affect us." Qin Guangyang said that enterprises are very optimistic about CCTV's platform, which is the biggest advertisement in itself. But how to ensure that the key is to speak. Kuang Weiping, chairman of Quanzhou stupid mouse sporting goods Co., Ltd., also said that he still had great confidence in animation marketing. After comprehensive analysis and comparison, he felt that animation marketing is a feasible way to upgrade the children's industry, and it is a long way to go.

　 Trend four: experience terminal, keep people's hearts.

Driven by animation marketing, experiential terminals have become the buzzwords in children's enterprises. Shishi little play leather Spin Huang Liangsheng, general manager of weaving company, said that when he tried animation marketing, he found that the business model of the company was also changing. In this trend, the small shop has turned to play interesting animation experience Museum, here, "fun" is the positioning, "animation" is a means, "experience" is to reflect the interaction between enterprises and consumers. In this way, driven by animation, the enterprise directly turned the store into a cultural store, which not only enriched the category of toys, but also greatly enhanced the connotation of the terminal.

If, say, small play leather and other enterprises through the animation to increase the experiential function, then, 361 degree children's clothing is through the Golden Eagle cartoon TV together to create the "361 degree children's clothing China new voice generation program" to reflect. According to the introduction, in the 361 degree children's wear exclusive shop, on the one hand, it can provide the new song generation activities registration channel, and will also broadcast the broadcast of each program, so as to interact well with the customers who enter the shop, so that consumers can experience the brand culture of 361 degree children's clothing better. And the tick tick is a platform for children to tell stories and listen to stories on the terminal according to the characteristic brand positioning of "story telling children's clothes". "Last year, the tick tat" star of star "trials had a good interaction with all major terminals in the country, and even some of our stores have set up children's story telling areas to really let children experience the wonderful stories. Ruan Shitao, director of marketing Green, said that this year the trials will continue. The tick tick children's wear will lead the consumers to more experience.

"In fact, the advantage of experiential terminals is that it can increase the time for customers to stay in the store, thereby increasing brand recognition and product sales." Chen Zhicheng said that this year's 361 degree children's clothing will also be stationed in shopping malls with two other brands. "Now consumers, in addition to valuing the products themselves, also attach great importance to the added value of brands and terminals." Luo Zhengming also said that experiential terminal is based on the positioning of each enterprise brand, providing consumers with different experience of value-added services. At the same time, it can better narrow the distance with consumers.

　　 Reporter's notes

The era of full channel is coming.

Now the development of enterprises has ushered in the era of full channel development: large shopping center shops, airport shopping shops, subway stores, five star hotels boutiques... "Even e-commerce is also a channel." In the seven years marketing experience of Luo Zhengming, it seems that in the future, for children, the test is the ability of the enterprise to operate the whole channel.

Just like the two ends of the smile curve, the sales side must be the core of the enterprise, and the channel that carries the sales performance of the enterprise must be the "battleground". With the diversification of consumer economy, sales channels have become diversified and more and more new channels are emerging. As we call it, there are channels for consumers, so the channel of child enterprises also starts to shift to more emerging channels from the traditional channels. It seems that there are more opportunities, but in fact tests are coming.

For example, the electricity supplier is the most popular emerging channel at present, but at present, most of Quanzhou's children's enterprises are still in the initial stage. It is not dared not to trade in, but needs to be supported. "Electricity supplier" is sure to do, but how to do it is a systematic project. This is a test of the level of enterprise refined management and reaction speed. Instead of making hasty progress, it is better to practice internal strength first. Luo Zhengming's remarks lead to many enterprises' aspirations.

It is difficult to build a channel and difficult to manage. How to make the channel continue to make profits is more difficult. Therefore, when children's enterprises seize new channels, we should think about three aspects: improving content, orderly management and continuous profitability. To this end, the channel can truly belong to you.