A New Round Of "Brand Building Fever" Will Be Launched For Local Baby Products Enterprises.

< p > underwear enterprises expand category production of children's underwear, toy manufacturers produce baby diapers, children's tableware, adults < a href= "http://www.91se91.com/news/index_c.asp" > diapers < /a > enterprises produce baby diapers...

Recently, a group of production enterprises in Quanzhou will extend their business to the field of baby products.

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The release of the policy of "two child alone", the arrival of the new baby boom and the huge market space released by the baby products market are very tempting P.

Local enterprises in Quanzhou aim at this opportunity, or "halfway out" or "increase their strength", setting off a new round of baby products "brand building fever".

This time, we invariably lock the core demand of "brand" in the "high-end".

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< p > < strong > nugget baby industry < /strong > /p >

< p > "children's underwear industry has at least 8 billion yuan of market space every year. There are not many competitors with big strength at present.

In the long run, the market space for children's < a href= "http://www.91se91.com/news/index_c.asp > underwear industry < /a > is likely to increase.

Mr. Chen, head of a underwear enterprise in Jinjiang, believes that with the improvement of living standards, parents will pay more and more attention to children's underwear. This is a market worth digging.

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< p > it is reported that the company has set up a design and research team in Shanghai to develop underwear products that meet the lively character of children. The product category involves children's underwear, household clothes, pajamas and so on.

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< p > Quanzhou Jiali children's products Co., Ltd. proposed the baby growth plan two years ago to break the boundaries of toys and produce the necessities of children aged 0-7.

This includes baby tissues, diapers, tableware, utensils and so on.

Some of the projects have already been implemented and are expected to show results next year.

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< p > industry insiders pointed out that with the release of the "two child" policy in the third Plenary Session of the 18th CPC Central Committee, it is self-evident for the baby and baby products industry, which is more confident for the industry operators.

According to statistics, the number of newborns is 22 million in the whole country every year, and the number of newborns will not increase suddenly, but at least 2 million ~300 per year.

The use time of each new diaper is two and a half to three years, so that the market space is bigger. "

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< p > "in some economically underdeveloped areas in China, baby diapers are not yet popular."

Tian Yi, deputy general manager of Tianyi (Fujian) maternal and child products Polytron Technologies Inc, said that despite the pressure of international brands, the industry still has a market potential of 50%, whether it is baby diapers or adult diapers, there is still a larger market space to be excavated.

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< p > < < a href= > http://www.91se91.com/news/index_c.asp > > baby market < /a >, Cai Mingju, manager of the domestic business department of Quanzhou Jiali children's Articles Co., Ltd. believes that opportunities and challenges coexist.

On the one hand, there are many entrants in the infant market industry, but few have strong market position and have a high reputation. On the other hand, the industry norms are not perfect and the channels of information dissemination are extensive. Once the corporate image is damaged, the development of the whole enterprise is bound to be impaired. At the same time, there are more followers, less self innovators and more homogeneous products. Moreover, the retailers are getting larger and larger, and the threshold conditions for brands to enter are higher and higher.

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< p > < strong > locking middle and high-end market < /strong > /p >

< p > "in the coming month, the company will hold an order meeting and declare its entry into the domestic market with a high profile. The product is positioned at the middle and high end, and the trial dress has been sent to the distributor."

Ceng Xiaozuo said that before the company's 100% diapers were exported, with the continuous development of the domestic baby market, the strategy of entering the domestic market has been identified.

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< p > as an old brand of local diapers, Heng An adjusts the product mix in the diaper business, pforming market changes into opportunities and turning points to optimize product structure and product quality, and increase the proportion of high-end products through brand building and product innovation, so as to find new development space.

"Super energy" baby diapers and "Chi Mo" high-end baby diapers become their main products.

The goal is to create the "seven dimensional" sanitary napkin with the market influence as the famous product of "Qi Mo" baby diapers, so as to achieve a new breakthrough in the development of baby diaper industry.

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< p > Shenghua paper products Co., Ltd., Jinjiang, Fujian, is an export-oriented enterprise mainly producing adult diapers and sanitary napkins. In recent two years, the company has shifted its focus to the domestic infant diapers market.

"In general, the market demand for diapers is on the rise, and consumer awareness of brands is also improving.

Therefore, the high-end products are more in line with the needs of consumers.

Mr. Zhuang, the company's responsible person, said the company's brand "Pro Bei pyrene" has been laid out in the domestic market.

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< p > Quanzhou United Paper Co., Ltd., which is mainly export diapers, has also turned its attention to the domestic market.

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< p > analysis of many diapers enterprises, such as curiosity, flower king and other international brands can win the trust of mothers after 80 and 90, because their high-end positioning has met the needs of mothers for "safety and hygiene".

Mothers believe that the higher the price, the better the quality.

Therefore, caters to the consumption concept of the 80 after 90 mothers, and walks the high quality and high price route, becoming the focus of the future "brand building" of the local baby diaper enterprises.

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< p > < strong > countermeasures < /strong > < /p >

< p > < strong > use creativity for quality "bonus points" < /strong > < /p >.

< p > local baby products, especially the diaper industry, have become more competitive under the pressure of absolute superiority and the attention of relevant industries.

Driven by the market, the positioning of high-end brands has gradually become the consensus of the baby products industry. Enterprises continue to exhibit the "new style of action", and play a key role in product innovation, quality improvement and channel layout.

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< p > < --EndFragment-- > strong > quality wins first with high cost performance < /strong > /p >

< p > "Tianyi Science and technology this year introduced S cutting advanced equipment at high price. This device can produce more skin friendly and comfortable products, and can match the international high-end brands."

Ceng Xiaozuo said that to produce high-quality products, the introduction of advanced machinery and equipment and procurement of high-quality raw materials are two key elements, and the company is implementing these two aspects.

According to introduction, Tianyi technology currently has 3 diapers production lines, and will increase 5 production lines in April next year.

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< p > "before the inland areas and many other places, the use of diapers is not very common. Even if it is useful, it may only buy some miscellaneous cards.

But with the improvement of people's living standard, the pursuit of brand and quality is even higher.

Fujian Jinjiang Shenghua paper products Co., Ltd. is responsible for Mr. Zhuang said.

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< p > industry insiders point out that the ultimate consumers of baby are their parents.

This group of new generation of parents, regardless of their knowledge or consumption concept, has changed a lot. Making their children consume high priced products is the first choice. They believe in the accumulation of brand trust in the process of experience.

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< p > < strong > creative products attract consumers' attention < /strong > < /p >

< p > according to the introduction, relying on nearly 20 years of development and precipitation in the industry, Tianyi technology has developed a music diaper that can sing.

By embedding a patent smart chip in diapers, the baby can move through a series of data as long as the baby is defecate, allowing the parents to grasp the baby's physiological condition in time.

At present, Tianyi has applied for an international patent for this innovative product.

"Infants and young children can not clearly express their wishes, intelligent diapers, humanized services closer to the needs of women and children market."

Ceng Xiaozuo said that the successful development of smart chip music diapers, a good way to integrate high-tech elements into traditional production, is undoubtedly a major innovation in the industry.

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< p > "if we want to seize the market, we must have innovative products.

Innovation needs to be based on humanized services.

Tianyi is not only a product, but also an intelligent lifestyle that is carefully planned and designed.

Ceng Xiaozuo said.

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< p > Quanzhou Jiali children's products Co., Ltd. also spent a lot of thought on product creativity.

The company joined Beijing Institute of Technology to set up a creative research and development center to hand over research and design to creative university students.

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< p > "in the next few years, competition in the infant market will be white hot. In order to gain a firm foothold in the market, product innovation and brand effect will become the key point."

Xu Qinghai, the chairman of the company, said that he hoped to enhance the added value and market recognition of the product through the authorization of internationally famous cartoon characters, while doing well in after-sales service and technology research and development.

"In the future, we want to pfer production to professional factories, and we will concentrate on strategic planning, market layout and design research and development."

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< p > people in the industry remind us that although creative products are catching eyeballs, the quality of paper diapers is still mainly judged by their absorption performance and comfort.

Therefore, children's innovative products must be based on quality.

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< p > < strong > activity planning and channel laying is better than celebrity endorsement < /strong > /p >

< p > in Mr. Zhuang's view, some domestic diaper manufacturers have the experience of processing OEM for more than ten years.

In terms of equipment and technology, the difference between the big brands and the international brands is not too far away now. The key lies in the shaping of brands and the laying of channels.

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< p > it is reported that the parent bainite diapers in the channel construction, take the system of the sole agent at the provincial level, make use of the existing channels of agents, and quickly achieve the distribution. In marketing practices, they prefer to allow more parents to recognize products in the experience through activities so as to achieve real purchases.

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< p > "Zeng Xiao" agrees with the planning of new marketing activities.

He told reporters that Tianyi Science and technology planning "young Mommy looked at, free diapers to take back" marketing campaign is about to start.

According to the introduction, consumers can choose to pre deposit certain funds to the company, and then they can use diapers for free in the designated merchants.

The pre deposit activity is divided into several levels. According to the amount of deposit, the free use time will also be different. When the free use time is over, the consumer can retrieve the amount previously deposited.

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< p > "although the company enters the domestic market in a high-profile way, it will not take the road of celebrity endorsement. Instead, it will be some active planning, making full use of the advertising cost originally used for celebrity endorsements, creating conditions for dealers to make profits."

Zeng Xiao Zuo said.

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< p > in addition to the new marketing activities, Tianyi technology has identified three large supermarkets in WAL-MART, Carrefour and big RFA in the layout of the channel, and has started the layout from the economically developed areas such as Shanghai and Guangdong.

"On the one hand, the consumption concept of these big cities has been formed; on the other hand, through the promotion and sales in big cities, it can quickly form its own brand value, which will be very helpful for the follow-up nationwide promotion."

Chen boss, an underwear manufacturer in Shenzhen, said that the company's entry into the baby market will also take Beijing, Shanghai and other tier cities as the first choice to promote the market.

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< p > in addition, maternal and child supplies stores and e-commerce are the contents of channel layout for industry enterprises.

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