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2013 Children'S Shoes And Clothing Industry Seven Key Search Hottest

2014/1/15 14:51:00 133

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Children'S Wear Children'S Shoes 2013 Keyword Children'S Shoes And Clothing Industry Lining ADI Children'S Brand Barbara Gucci The Ads Implanted In The Hit Drama The Chinese New Generation.

2013, children's shoes and clothing industry is moving towards "Shang" and brand.

Luxury magnates seize the high-end "a href=" http://sjfzxm.com/news/index_s.asp "children's wear" /a market and start the industry's "high-end" war.

Brand marketing is becoming more and more interactive and entertaining.

With the continuous improvement of terminal service consciousness, more businesses put the needs and experiences of consumer groups in the first place. Now, we will sum up the seven major a href= "http://sjfzxm.com/news/index_s.asp" > children's shoes and clothing industry in 2013. Let's enjoy the children's footwear industry! .

key words 1: adult elements are divided into children's shoes and clothing market

with the improvement of consumers' self-consciousness, the demand for individuation is increasing. In the past, the sports brand of "a href=" http://sjfzxm.com/news/index_s.asp "shoes > /a" has experienced an unprecedented decline.

In the past two years, the shoe and clothing market has been in turmoil, the stock phenomenon has been aggravated, profits have declined, and even foreign brands are hard to escape. Adidas, Nike and other sports big names have begun to shrink in China.

With the market decline of adult shoes and clothing, cedar and children's market showed a good growth trend.

"P" the shoe clothing market has been getting worse and worse, so many adult footwear enterprises will turn to the children's market and try to seize the largest share of the market.

A href= "http://sjfzxm.com/news/index_s.asp", "http://sjfzxm.com/news/index_s.asp" > Lining < /a >, Anta, 331 degree and so on as the first echelon of the domestic famous sports shoes and clothing brand also use their own market advantages, turn to the market for children's shoes.

In 361 franchised stores, children's sports clothing has become one of the most important categories.

Last year, the brand of domestic shoes and clothing was even worse. Lining turned off thousands of terminal stores, and the stock of Semir clothing was over 1 billion.

industry insiders say that although the materials used for children's shoes and clothing are saved, the price is not lost to adult shoes and clothing, and the profit is much higher than that of adult shoes and garments.

High profits and broad market space are the key to attracting many adult brands to enter the field of children's wear.

Another key reason is that the current domestic a href= "http://sjfzxm.com/news/index_s.asp" > children's shoes Market < /a > has not yet formed a complete brand system, such as men's shoes, women's shoes, casual shoes and sports shoes. In the market share of domestic manufacturers, only about 30% have brand names, and 70% have no brand status, which also provides a space for the entry of adult brands.

however, adult shoes and clothing will open up children's market, so don't blindly follow suit.

Children's shoes and clothing are very different from adult shoes and clothing in terms of product development, brand promotion and marketing channels, so we need to formulate different development strategies.

For children's shoes and clothing market this new cheese market, in addition to Nike, Lining, Adidas and other sports brands, Semir, Metersbonwe and other leisure brands also join the competition for children's shoes and children's clothing.

In this market of children's shoes and clothing, there is no smoke in the market. The movement of brand sports shoes is much more active than that of casual brands.

"P" > a href= "http://sjfzxm.com/news/index_s.asp" > kappa < /a > China held a new signing ceremony of brand signing in Beijing. "Kappakids" is officially unveiled. Lining group has announced in a high profile that it will enter the field of children's clothing with a brand-new management team and brand new logo. It also released the development plan of Lining's children's clothing in the next 5-10 years, and the 31st degree is even better. It launched thousands of stores in China, and signed a strategic agreement with CCTV children's channel, which fully seized the children's market from the aspect of brand promotion.

in the current children's market, the top three companies are a href= "http://sjfzxm.com/news/index_s.asp" > ADI < /a >, small Nike and Barbara, all of which are children's brands dominated by adult shoes and clothing brands.

And the children, including the elves, Disney, Mickey and other a href= "http://sjfzxm.com/news/index_s.asp" children's brands, are not afraid to compete in the face of fierce competition.

According to relevant media reports, the Barbara brand carries out product subdivision from the age of children, such as the introduction of infant and child products, infant and infant brand.

More about brand clothing in the field of baby clothing.

From the perspective of industry competition, the children's clothing industry of adult sports brand has developed rapidly, including small Adidas, small Nike, and 360 Kids.

However, most of these brands are concentrated in the field of sports children's wear, but there are no famous brands in the field of cartoon, fashion and leisure.

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but on promotion, the marketing strategy of children's shoes and clothing is not more narrow than that of adult shoes and clothing, sports sponsorship, advertising resources and channel resources.

The industry suggested that in the process of digging children's market, we should take the form of dislocation competition, expand the product line, achieve dislocation and differentiation in the market positioning and product design, and show the children's personality from the aspects of quality, color and style on the basis of guaranteeing children's comfort.

key words 2: luxury become fashionable

the new generation of young parents are willing to spend money on their children, consume energy and be willing to choose high fashion for their children. Based on this, the luxury goods giants are aiming at the high-end children's clothing market in China.

In 2013, a href= "http://sjfzxm.com/news/index_s.asp" > Gucci < /a > Burberry, Dior and other international luxury brands launched a series of children's wear, and the "high-end" war intensified.

Less than ten years ago, not many people would buy thousands of Yuan clothes for children, because children grow fast, and they can't wear them for long, which is too P.

Nowadays, as more and more "after 80s" and "90s" join their parents, the pursuit of clothing brand and quality of these new era parents will be mapped to children. The result is that children become a mirror of parents' preferences.

This is not just a "program peripheral effect". Children's clothing is gradually rising in the fashion circle. Luxury brands have launched children's styles. Some parents are willing to spend a lot of money on clothes for their children. It's just fashionable for children to enjoy better.

according to statistics, the consumption market of Chinese children's clothing has exceeded 100 billion yuan in 2012.

It is common that 3 families in the city (parents, grandparents, grandparents) raise a child.

Among them, affluent families are becoming the main force of these consumption.

By 2015, the number of well-off families in China will exceed 4 million 400 thousand. These wealthy families will "cultivate" a large number of new generation of luxury consumers.

now, the children's counters in the shopping mall are getting bigger and bigger, children's wear is getting better and better. All this shows that the parents' consumption concept is changing, and the fashionable parents are becoming more and more attentive to their children.

Many well-known international brands have set up children's wear counters, launching children's styles, such as ArmaniJunior, KP and other international brands have children's wear area.

In the Armani children's wear counter, the brand's coat sells for more than 4700 yuan, a wool hat is more than 800 yuan, and the clothes with the same clothes of those stars are more than four thousand or five thousand yuan, and the less is five hundred or six hundred yuan.

for most mothers who have good economic conditions, from the fashion point of view, children are their "Bobbi dolls".

They want to see their fashion taste extend on their children.

From the point of view of protecting children, they think the price of children's clothing is so expensive that it must be safest to wear.

however, do they not know? There are hidden dangers in some luxurious children's clothes.

AQSIQ released the report data shows that in 2013 1~5 months, China detected 146 batches of imported children's products with unqualified quality and up to 109 thousand and 800 pieces, and 16 famous international brands such as GAP, Gucci, H&M, Mothercare, HASBRO and so on were named.

Among them, there were 130 batches of unqualified batches of imported infant clothing, formaldehyde exceeded the standard, pH value did not meet, color fastness and inclusions exceeded the standard. Fiber composition and logo were not the same. It was a major problem, involving multiple luxury brands, with origin from Spain, Indonesia, India, Korea, Japan and so on.

some consumers blindly prefer imported products. Through "Hai Tao" or purchasing foreign baby products, insiders say that this practice is hidden.

Because this part of the product has not been formally imported inspection and customs declaration procedures, the quality is difficult to guarantee.

When choosing goods, consumers should not blindly worship the ocean. Foreign brands are not necessarily equal to high quality. High cost purchasing foreign products through the Internet is more harm than good, and there are security risks.

key words 3: < a href= "http://sjfzxm.com/news/index_s.asp > > the advertisement is implanted in the hit TV play < /a > /strong > /p >

the buyers of children's products are young parents. This year, some brands will target their children in the 1980s and 1990s.

advertising is one of the most important marketing methods in their favorite hot play.

when children's shoes and clothing brands begin to create children's favorite animated cartoons, some businessmen turn their attention to the hit dramas of the 80's and 90's after the tide.

In the recent hit shows, it is not difficult for audiences to find the brand of children's shoes and clothing.

Kasiron put an advertisement in the hit show "angel coming" in July this year to do a good marketing campaign for her mother's group.

And in the September TV play "a href=" http://sjfzxm.com/news/index_s.asp "little daddy < /a >, we also see the green box children's wear brand provides a set of classic costume modeling match for the protagonist in the summer.

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with the increasingly fierce brand competition of children's shoes and clothing, innovative marketing is becoming more and more important.

Some brands have regarded anime marketing as a breakthrough to create children's favorite animated cartoon.

in addition, TV plays and movies with children's themes are also the starting point of brand marketers' innovative marketing.

Earlier, in the nationwide popular children's sitcom "a href=" http://sjfzxm.com/news/index_s.asp "home children, < /a >", the little pig's children's wear brand has provided costumes to the protagonist Liu Xing and so on, so that audiences can become more familiar with and familiar with the pig's banner.

of course, whether it is to create animated films or to implant children's TV dramas and movies, the marketing objects of branding are concentrated on the users of products - children's consumption groups.

Today, brands are paying more and more attention to the buyers of products, that is, the young parents of 80 and 90, and launch a new marketing offensive for them.

as a brand of children's shoes and clothing, why do they choose to create advertisements in the popular hot play of Chao dad, rather than animated films and TV shows that children love to watch:

Less than P, first, compared with the hard and broad TV placement, there are many advantages of TV implantable marketing. The brand communication time is long, Fan Weiguang, exposure rate is high, and the cost performance is higher.

Nowadays, the price of TV is hard and wide. For example, the advertising cost of Zhejiang satellite TV at night is as high as 100 thousand yuan / minute. If the brand chooses to insert advertisements in TV plays, the price performance ratio is much higher.

secondly, from the analysis of consumer groups, almost all the purchasers of children's products are mothers, and their decision-making role is very obvious.

And these spicy mothers have a common character, they like watching variety shows and city TV series.

Third, the brand of children's shoes and clothing will adopt the hit marketing, because the marketing method can play a role in promoting product sales, so that more consumers can recognize the brand, thus forming the trend and trend of consumption.

key words 4: < a href= "http://sjfzxm.com/news/index_s.asp" > Baotuan development < /a > /strong > /p >

in order to better promote the development of regional children's wear and children's shoes market, in 2013, local governments increased their support for the industry, and promoted and strengthened children's wear and children's shoes market.

At the same time, branding companies are also actively responding to policies, innovating together, giving full play to the advantages of industrial clusters, looking for market development trends, cracking down on Industrial Development Plight and seeking common development.

compared with the previous single soldier operation and decentralized management mode, children's clothing industry with weaker brand strength and less supporting resources needs to create a more competitive branding way with the integration of resources and integration.

At present, the domestic professional children's shoes market is still in a blank. If children's shoes manufacturers can play a collective effect, their market appeal, influence and attractiveness to consumer groups far exceed that of individual enterprises.

Due to the localization of children's shoe market, the brand image of children's shoes industry is more professional, and the overall image of the market is highly unified, which is more conducive to the promotion and dissemination of the market and the formation of the resource magnification effect.

key words 5: family marketing > /strong > /p >

"whoever owns the consumer's heart will occupy the market."

By "heart" attacking "heart" and "feeling" to please people and to the hearts of consumers, most domestic brands are well versed in this way.

There are two banners marked with this character in Guangzhou Baiyun District, "happy baby love sports" and "family guess guess".

This is a family marketing chain launched by a children's clothing brand in May, attracting many consumers' attention instantly.

It seems that this "family marketing" is really a magic weapon for businesses to win.

Then, what is family marketing? How should the brand play the family card?

with the progress of society, the competitive advantage of products, quality, price and category is not very obvious. The continuous development of economy makes the purchasing power of customers increase continuously. Moreover, the consumer psychology is taking on additional consumption and psychological feelings from merely pursuing material consumption to paying more attention to material consumption.

Family marketing is strong and sticky, mainly because it arouses consumers' recognition of brand in marketing.

traditional marketing emphasizes customer first and customer is God.

Family marketing emphasizes the use of customers as friends or relatives, by establishing a new family relationship, and maximizing the distance between the brand and the customers, so as to drive the sales of products.

Family marketing is to protect consumers as their parents. Consumers hate a brand. It's easy to fall in love with a brand. It's hard to fall in love with a brand. The ultimate goal of family marketing is to let consumers have a liking for brands and never abandon them.

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family marketing focuses on the long term rather than the short term. It pays attention to the artistry of service. It should be moved by emotion, moving with emotion, and throughout the whole process of service.

We need to pay attention to the skills of service, understand the needs of customers, differentiate the needs of customers, timely and accurately intervene, and unfold the idea of family marketing in the process of serving consumers.

key words 6: Entertainment Marketing

this year, entertainment marketing has emerged from many marketing methods and become the weathervane of children's footwear industry.

With the help of entertainment marketing, the brand can not only attract the eye of the "children group" of the product users, but also cater to the psychology of the "young parents" of the product purchasers, and the marketing effect is self-evident.

in a brand building process, if the young factor is not molded, the brand will easily become old. Therefore, increasing the factors of youth, vitality, fashion and other factors has become a problem for many brands to ponder.

Entertainment marketing such as film and TV drama content, columns and other advertising implants, micro films, etc., through its impact on users' visual impact, can create happiness and fresh vitality, attract consumers to take part in it actively, and make them enjoy a relaxed and happy experience in entertainment, thus stimulating consumers' brand memory and buying motivation.

a few days ago, the "new Chinese sound generation" which deeply excavated children's musical talent and looked for the best contemporary children's voice attracted the attention of N families.

After several rounds of broadcast, "a href=" http://sjfzxm.com/news/index_s.asp "China's new voice /a <" has won great acclaim, followed by a popular popularity.

This is the reason why children's shoes and clothing brands fall in love with entertainment marketing and play a big role in entertainment marketing.

brand advertising initially has two main benefits: enhancing brand influence and achieving great improvement in terminal performance.

When the program of "new China sound" is launched, the terminal shops of the brand will broadcast programs continuously, so that children and children who enter the shop can learn and play with their parents while choosing the clothes they like.

Especially for those children who love music, when they come into contact with the new voice of China, he will pay close attention to the dynamic of the program and even share them with his friends.

In fact, every time we watch more than one program, it also deepens our familiarity with our brand. The more children are concerned, the more attention they can get from parents, and the more they can enjoy their brand.

only with continuous preservation, the sparks brought by brands and programs will not be instantaneous, and will really achieve long-term communication benefits.

key words 7: < a href= "http://sjfzxm.com/news/index_s.asp" > Animation marketing < /a > /p >

compared with hard and broad, the advantage of animation marketing is obvious.

Through the soft marketing mode of animation marketing, consumers can remember brands in subtle ways.

Since the beginning of this year, more brands have joined the ranks of animation marketing. They have launched exclusive cartoons and launched a series of derivatives to boost the overall upgrading of their brands.

nowadays, the animation marketing techniques adopted by children's shoes brands are usually authorized by children's shoe brands to buy famous cartoon images, such as Disney, etc., or first have their own cartoon image and clothing industry, and then create series cartoons such as Jimi bear and so on.

when children's clothing entered the brand stage, brand competition began to become intense. The last brand quality, marketing methods and services became the key elements.

In recent years, under the background of increasingly homogeneous market competition, many Quanzhou children's clothing enterprises have cast their brands with individuality, innovated marketing mode, set foot in the field of animation, and sought market breakthroughs.

in Quanzhou, animation, a newly rising cultural industry, is in the cloud, but it can be rooted in the rich manufacturing soil and grow freely.

The number of children's clothing manufacturers in Quanzhou is very small, and the children's clothing brands such as tick, Zi Yan, big brother, bear 8, Jamie bear and jazz rabbit have been using the animation marketing to enhance their brand influence.

the promotion of a brand must take account of quality, design and development. However, with the serious homogenization of children's clothing, Wang Yunlian, media manager of Limited by Share Ltd animation, believes that improving brand identification is very important. Therefore, enterprises should pay more attention to building the concept and connotation of brand culture.

Driven by animation marketing, experiential terminals have also become the buzzwords in children's wear enterprises.

Cai Fan, general manager of big brother animation Limited by Share Ltd, said whether it is possible to integrate more life art and brand positive energy into the brand culture is the key to success or failure.

according to authoritative data, the number of children and adolescents aged 0 to 16 years in China is as high as 380 million.

The children's consumption industry is one of the industries with potential and investment value. It is estimated that it will reach 2 trillion yuan by 2015. In the next 5 years, the children's footwear industry will have a 100 billion yuan market scale.

The alarming rate of child shoe consumption growth in China will be greater than that of children's shoes in the adult market.

the brand positioning of domestic children's shoes enterprises has gone through a relatively extensive and vague process. At present, it still concentrates mostly on children's shoes, while little children or teenage clothes are seldom involved, and most of them still focus on middle and high grade.

The differentiation of children's shoes market will be further expanded in 2013.

nowadays, the brand of children's shoes in China is mostly looking for design inspiration from adult shoes. Its characteristics are usually to win consumers' eyeballs with fancy colors and leaping designs. However, many mature children's shoes designers believe that the interpretation of "flower of the motherland" with fancy children's shoes will actually take the true color of flowers.

the industry has been calling for children to return to the essence of childhood and not to impose adult aesthetic standards on children's products, especially children's shoes.

Some brands of children series, let people see some changes, children can be the most intuitive shape of human beings as the natural son of the true image, simple and true style of children's shoes can let people read the natural language, from the child's face to see the smile touched to the heart.

in addition, due to the continuous maturity of the domestic market and consumers, new requirements for the development and design of children's shoes have been put forward: simplicity, practicality, childishness, comfort and environmental protection. The design mode of buying or copying will be eliminated.

At the same time, with the relative maturity of the domestic brand market and the choice of the "post-80s" to mature brands, it has put forward new requirements for the comprehensive strength and brand concept of < a href= "http://sjfzxm.com/news/index_s.asp" > children's shoes brand < /a > original design, market segmentation, brand positioning, brand image, terminal operation, marketing level, product strength, brand power, operation power and so on.

And children's clothing brands and children's clothing enterprises can only make achievements in these areas, so that they can stand out in the minds of the market and consumers.