Where Does Daddy Go? Triggering "Parent-Child Craze", Quanzhou Shoes And Clothing Enterprises Take The Opportunity To Pry The Market Share.

"P > < strong > (1) in depth cooperation with parent-child program < /strong > < /p >

"P". "There are several parent-child programs that have come to us and hope to cooperate."

The marketing director of a famous children's clothing brand in Quanzhou told reporters that it is now the season for every TV station to welcome the hot column next year. Many TV stations have sent the cooperation quotations for the parent-child program to be produced next year.

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< p > the marketing director said that with the popularity of the parent-child program, the cooperation quotes for these programs have risen to the top next year.

"The cost of one set of cooperation has nearly one million yuan."

He said, but the form of cooperation has also broken the simple mode of brand name and product close-up, such as combining lines, shooting pictures, and so on, to attract the audience's attention more fully.

He disclosed that although the cooperation intention has not been determined, the two sides are still in further communication, and do not rule out the final willingness to sponsor products in this kind of parenthood program. The key is to look at the cooperation mode and cost performance.

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< p > according to incomplete statistics, at present, there are no less than 5 stalls of parent-child programs. From the recent fourth quarter of the big TV stations and the new program layout of 2014 in recent years, there are at least 20 programs related to parent-child, including "family children", "I guess my baby", "hello daddy," "spicy mom College", "grandpa grandpa" and so on.

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< p > a staff member of a Xiamen children's wear company also told reporters that a provincial satellite TV program introduced a Belgian parent-child program, and had made preliminary negotiations with them, but it has not yet entered the substantive stage.

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< p > another industry source told the reporter that a parenthood program is planning to make a program into a movie and plan to take a view in Australia.

"If we wear all our a target=" _blank "href=" http://www.91se91.com/ "> clothing < /a >, and sponsorship, the cost will be about 6 million yuan.

He said that the mode of cooperation is not only limited to sponsoring money and equipment, there may also be branded related lines in the program. At present, the company is considering the feasibility of this project.

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"P > Ji Jile, deputy general manager of Chen Binggao, said:" we have no budget to launch the parenthood program.

But with the popularity of these programs, many stars, father, son and father have been born. If adults or children are asked to be spokesmen before the change, fathers and sons or fathers and daughters will become better spokesmen.

He said that for brand implants in parent-child files, unless the brand is highly known, the one or two images will not be able to achieve the role of brand promotion, so it is better to invest almost the money in asking the stars and father (daughter) to endorse.

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< p > < strong > mode two outdoor parent child competition < /strong > /p >

< p > according to a survey released recently by China children's center, children's outdoor sports time has been decreasing in China's first and second tier cities, and outdoor activities are in line with children's natural instincts. However, only 69% of parents who support their parents, and their parents' role in promoting outdoor activities for children are also declining.

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< p > > "where is daddy going?" so one of the reasons for the fire is to bring the children to the outdoors, which is a big selling point.

A marketing person believes that the concept of "outdoor parent child" is becoming the marketing focus of many brands of "a target=" _blank "href=" http://www.91se91.com/ "shoes > /a" in Quanzhou.

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< p > November 15th, at the launching ceremony of the first parent child sports meeting in Quanzhou 2013, Green, brand director of Ruan Shi Tao, said that the event covered all kindergartens in Quanzhou. All the competition stages were based on the children's athletic ability and physical coordination ability, and the competition rules were set up, and parents and children participated in the competition.

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< p > "the whole activity will be divided into audition and finals. It will be landed in 4 kindergartens in Quanzhou, and at the same time, there will be 2 free entry audition activities in the large commercial plaza of Quanzhou city. Each of the 10 selected families will be selected for the finals.

Ruan Shitao said that children's participation in outdoor activities is restricted by the attitude of parents. Most parents are busy with their work and seldom have time to accompany their children.

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< p > "taking children out of doors is the theme of our brand activity this year."

Hong Qinming, executive director of Mingwei shoes and Garments Co., Ltd., Jinjiang, said that its brand CAMKIDS was positioned to provide outdoor sports equipment for young people. So it has been advocating outdoor activities for children. This year, the company launched a "take the kids to the outdoor" activities on the official micro-blog, and invited participants to dry photos of their parents. The award-winning families were invited to Quanzhou to take part in the company's order meeting.

"In the first half of next year, this activity will continue to be a focus. Our culture is" walking with love ", and encourage parents to spend more time with their children, and do more outdoor parent-child sports so that children can grow up in a caring environment.

He said.

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< p > as a popular science animation base in Xiamen, Xiamen big brother animation Limited by Share Ltd around the theme of animation, often organize parents to participate in various anime themes of parent-child activities, such as visiting animation base, experience animation production, carry out all kinds of animation hand-painted children, mobile games and other activities.

"Our animated children activities are all public welfare, but invisible can deepen the impression of consumers, and through these activities, especially in some competitions, we can further harmonize the relationship between parents and children and enhance the feelings between parents and children."

Cai Fan, general manager of the company.

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< p > < strong > mode three adults bring their children to love. < /strong > /p >

< p > outdoor activities have increased the interaction between parents and children. Many brands want to cultivate their children's "love" through marketing, and advocate public welfare.

Ruan Shitao introduced that when he held the first parent-child sports meeting, he also launched Angel charity activities. Every time he signed up for a family, he donated $20 worth of children's clothing to the family, and invited the families to go to Anxi, Yongchun and other places. They shared a happy movement with the children in the mountain area, donated children's clothing in person, and nurturing their children's mutual love and kindness.

"As a company with a sense of social responsibility and support for many years, we hope that children can pass on their love with their own hands and cultivate the quality of their love."

He said.

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< p > the Fujian Shang Zheng group has recently signed the Shenzhen satellite TV host Qiang Zi as the brand spokesperson of the children's brand "00 after" and the "love ambassador".

The chairman of the board said that "00 after" is not only a brand for children's clothing, but also a children's industry in the future. It is a brand that passes love and takes the cause of public welfare as the starting point of the development of brand undertaking.

"Children's shoes and clothes are very short to use and waste easily. How to integrate resources is a problem that must be considered."

He said, "after 00" advocated recycling old children's shoes and clothes to do public welfare, and hoped that every consumer can participate in the activity, starts from the parents, starts from the child, arouses the big love with the small love.

"In the future, all terminals will be used as public platforms, and they will continue to organize activities and give away some of the remaining things to the people in need, and form a normal action."

He said.

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Below P, similarly, Mingwei's CAMKIDS children's wear brand in Chongqing has launched the action of "walking with love and warm winter". It advocates that consumers should pack some children's clothes that are no longer worn to the shopping malls of CAMKIDS children's clothing stores. All these children's clothing will be donated to poor mountain primary schools.

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< p > < strong > mode four parent child wear wears out the brand sense of beauty < /strong > < /p >

After "P", "daddy went where" broadcast became popular, and the most rapid response to business opportunities was Internet sellers.

Reporters on Taobao search found that there are thousands of items related to "where daddy goes", covering almost all the "equipment" that appeared in the program, of which the most popular is paternity and backpack.

Search shows that Taobao sells more than 420 thousand parent-child dresses, ranging from tens of yuan to thousands of yuan, and lace, Navy, idyllic, Princess and so on.

A Taobao seller said that the previous parent child sales season was basically overlapped with the travel season, but with the popularity of parent-child interaction programs recently, the sales fever of paternity sales continued.

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< p > in Quanzhou children's products industry, there are not many brands of parentage as a series.

In August this year, big brother first introduced the series of children's clothes, one of the lively and lovely animated patterns echoing the parent-child dress, which perfectly interpreted creativity and love and became the best expression of parent-child emotion.

"Once the listing was received by consumers, sales in the first month amounted to more than 2000 sets."

Cai Fan said that in order to better explain the family to the family to bring happiness, and to further promote sales, big brother online around the children's clothing to carry out a variety of activities, "for example, free for the big brother consumers to take pictures of paternity, and put the parent-child show on the stage of the Xiamen International Animation Festival T."

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< p > "animation is a good medium. When it comes to the design of children's clothing, it acts as a pmitter of emotion as well as a propagator of culture and happiness. So we hope that we can exert the creativity of animation."

Cai Fan said.

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< p > CAMKIDS, as the main outdoor equipment for teenagers, expands the size of clothing to 175 centimeters.

"The average children's clothing is only 160 centimeters, because we are targeting the youth group, the size is bigger, the biggest to 175 centimeters, has been suitable for adults to wear."

Hong Qinming said that in the actual terminal consumption, adults were found to have bought large size clothes when they bought the a target= "_blank" href= "http://www.91se91.com/" > clothes < /a >.

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< p > Senior shoes and clothing marketing personage Su Jing believes that nowadays the family attaches great importance to the education of children, and combines consumption with parents and children, which can successfully attract consumers' eyeballs, and to a certain extent, it is easy to increase the probability of product recommendation and paction.

"But now is not the age of sporting goods and men's clothing. Children's products companies create brands not by throwing money into advertising, but they can get instant results."

She believes that whether children's brands can be improved and whether they can receive good marketing results depends on whether the products and services provided by the brand can satisfy or rest assured consumers.

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