Children's Shoes Brand Mode Unique Hand Written "Big Article"

2013, Chinese children shoes Starting from the development stage, the wearing products industry has gradually entered the mature stage. Clothes & Accessories Brand channels have been sinking frequently, adult clothing brands have been making efforts in children's clothing business, and new children's brands are constantly emerging. All these have accelerated the shuffling process of China's children's clothing industry. But the audience's "small time" characteristics also make the psychology and preferences of target consumers become more and more elusive. In the face of the grim situation, in early July, ABC children's clothing, together with the Sina CCTV, which is known as the "Internet class CCTV media platform", has become the strategic partner of sina childcare channel, and has reached the strategic cooperation of sina and micro-blog.

The idea is precise and highly focused on the "small era".

With the advent of the birth boom of the 1980s, they are becoming the mainstay of the society. They are experiencing "one person's love, two people's marriage and three generation family". The new family structure of "4+2+1" is gradually replacing the traditional family structure to become the mainstream of the society. This typical "inverted triangle" structure makes the child the apple of the family. At the same time, with the child's precocity and self-awareness, children are increasingly affecting family consumption. All kinds of circumstances have shown that the "small era" with children as the core and children with more and more voice and decision-making power has come all the way.

In this new "small era", many rules need to be redefined. Compared with the previous generation, the parents of post-1980s parents pay more attention to their children's dress, and emphasize safety, health, comfort, fashion and so on. Especially after 90 and 00, children emphasize self, independence and personality, and have their own unique aesthetic concepts. They prefer breaking the routine and subverting tradition instead of copying and imitating. Their favorite brand must be able to stimulate their creativity. Therefore, how to understand the minds of the target group in the "small era" is testing the "mind reading" of ABC children's clothing.

In fact, as early as 2011, ABC children's wear has launched Sina official micro-blog to understand the needs of consumers and interact with fans frequently to improve user stickiness. By successfully carrying out ABC activities such as "sprouting up", ABC creating micro life, ABC creativity competition, and so on, the network activities of parents and children groups have come to an effective way for communication between ABC children, parents and children.

After tasting the sweetness of the new media, ABC became the "Sina parenting strategy partner" in July 2013, and reached the "Sina + micro-blog" dual platform strategy, which once again aroused widespread concern in the industry and the media. As we all know, Sina has the "Internet CCTV level media platform". Sina parenting is an authoritative child care media under Sina network. Users are mainly ethnic groups aged 25~34. These users are just childbearing age or the parents of the newborns. They are very focused on the nurturing of the baby, and they like to pursue the trend and quality, which is very consistent with the target consumer group of ABC children's wear.

By taking advantage of these big moves to seize the media resources of children's network advantages and building a brand communication system with a high degree of breadth and depth, it not only accurately grasped the pulse of the "small era" but also played the "strongest voice of China" for the minds of the target consumers.

Unique mode, wonderful hand composes "big article".

From the unique "double-sided adhesive" brand communication strategy, it has opened up a brand new brand communication mode for the industry. To the introduction and implementation of the "fast strategy", ABC children's clothing has been developing rapidly in the face of fierce market competition for many years.

While many children's products brands are still spending huge sums of money to grab the TV "summer stalls", ABC once again makes the industry look impressive with excellent vision and unique initiatives. The ABC children's clothing and Sina's "double platform strategy" is an all-round, multi angle in-depth cooperation. Sina children's channel and Sina children's channel will focus on the exposure of ABC children's clothing. Sina micro-blog will also build a number of interactive activities for ABC children's wear.

This ABC and Sina parenting "strong combination", but also because of the future "electronic sales" trend. First, ABC will graft Sina's massive user resources and convey the brand culture of "love" to consumers. Secondly, ABC will strengthen the relationship between brands and consumers through various forms and prizes, and enhance mutual understanding and trust. While trying to capture the minds of consumers, ABC will also take advantage of sina's child care to skillfully carry out a platform for ABC official business platform drainage, through such seamless docking, and ultimately achieve the ultimate goal of sales promotion.

This Sina hand in hand is the start of the ABC power network small era. It will open the curtain of children's shoes and clothing network marketing. ABC people are using their own big vision and big pattern to compose children's shoes and clothing products industry.