Children'S Clothing Sales Advocate "Emotional Card".

In the face of fierce market competition, the conventional practice of clothing enterprises is discount sales, but Children's clothing enterprises The promotion mode is different from most garment enterprises. In the 18 shopping malls about the promotion of the survey, most of the mall brand children's clothing is not involved in the discount promotion, and take a sufficient amount of money after the delivery of gifts. There are many kinds of gifts, ranging from toys, clothing accessories (hats, scarves, etc.) to underwear, but most of them are stuffed toys.

This is related to the characteristics of children's clothing. The price of most children's clothing is not comparable to that of adult wear. Low price is one of the reasons why children's clothing is not discounted, so many people in the industry say that children's clothing has entered a meager profit era, and the price of children's clothing has not been very flexible. For children's clothing, jewelry is very practical, and underwear is a must, so this kind of promotion is very popular with consumers. Toys are children's angels, and children's enthusiasm for toys will stimulate children's enthusiasm for clothes. therefore Brand of children's wear Choosing this kind of promotion is very effective.

In addition, many brands of children's clothing will take an active part in the unified promotional activities of shopping malls. Some brands of children's clothing will also consider the promotion methods of shopping malls when choosing children's shopping malls. Their attitudes to the often discounted shopping malls will not be added, so children's clothing is actually choosing their own brand image when choosing shopping malls. Because nowadays children's clothing brands are relatively less advertised, so the way to express the image in subjective way is very few in addition to the location of the products. Therefore, the positioning of the shopping mall tells consumers from a certain angle the image of children's wear brand.

Moreover, because of the characteristics of children's clothing, children's clothing has reservations about the common promotional means of discount, most brands have little discount, but many children's clothing has membership and integration promotion mode. For members and a certain number of customers who receive a certain amount of gifts, they feel more invested in culture and emotion.

This is related to the starting point of many children's clothing enterprises. Nowadays, many brands of children's clothing sold on the market are overseas brands of agents. Most overseas brands have already had a certain pattern in the market operation, and have certain experience in the construction of brand culture, and in domestic operation, they can only operate according to the existing mode of brand. Therefore, most children's clothing enterprises attach great importance to brand culture. clothing In comparison, it seems that children's clothing enterprises are doing relatively well in this respect.

Brand children's clothing terminal advertising less, in the survey, in addition to a few children's clothing brand, almost no enterprise will do terminal advertising. More often than not, the image of the brand is conveys by the word-of-mouth of the customers. For the regional shopping malls in the survey, the proportion of consumers who consume two times of a brand and customers who consume many times, that is, the proportion of consumers who buy the brand repeatedly, is very high.

This is related to the industrial status of children's clothing at the present stage. Most of the children's clothing enterprises are still in the stage of accumulation of funds, and the economic strength is not enough relative to adult clothes, so advertising input is relatively small. Moreover, children's clothing consumption groups themselves consider more about the safety of clothing, so word of mouth plays a great role in children's clothing consumption, so children's wear brands invest more energy in this regard.

Judging from the above situation, Emotional promotion In the whole children's clothing industry, it is in line with the current development of children's clothing industry.