New Marketing: How To Excavate The "Gift Economy" For Finished Children's Shoes Enterprises

Not long ago, an enterprise in Fujian started to fight. Gift children's shoes Brand concept. According to industry related personages, the children's shoes designed by this enterprise are very joyful, mainly based on the red line, aiming at the full moon, Zhou Sui, the birthday of children, and the "61 Festivals" and "New Year's Day" and so on. "Unfortunately, the category is too single, and sales channels have encountered problems. Children's shoes like this are limited, and the consumer market is limited. Sales volume is not big. Losing money is a matter of time." People in the industry say that this gift brand is not an important reason for its persistence.

Wang Jinpian, general manager of Quanzhou Xinke sporting goods Co., told the Chinese sporting goods Daily reporter that the phenomenon of giving gifts with children's shoes and clothes is not common. For example, children's shoes are used as gifts. On the one hand, consumers need to consider the size of shoes when buying shoes. Children who give gifts and children's shoes to friends and family should ask their children's shoes code in advance. Some brand shoes are too big and too small, and there are many uncontrollable factors. On the other hand, from the perspective of gift giving, when you ask shoes carefully and children wear style preferences, the surprise of this gift is greatly reduced.

First, the brand is a noun, rather than an adjective, without the meaning of "height" and "appreciation". The enterprise can not name the product as a brand in order to reflect its height and distinguish it from other products. Two, children's shoes and clothing are only the additional attributes of the product only by gift wrapping. Gift packaging is only a product's packaging. It's just the way it is packaged. It can't be known as the gift brand because of its gorgeous packaging. Three, in order to make its product attributes more clear and outstanding, the products are divided into outdoor series, sports series, gift series and so on, which can only be described as the diversification of product structure. Devil

Talking about the positioning of children's shoes for gifts and children's clothing, Liu Ye Xiong, general manager of Liang Jian business management consulting company, holds the same view. He believes that gifts and children's shoes can only be a series of brand product structure, but can not become the brand's market positioning. Because brands need to consider terminal profitability. If a street store is set up and stationed in the mall, there must be enough product lines to support the operation area. Secondly, shops must be profitable to maintain long-term operation. The market demand for gift children's shoes is limited, and the overall sales performance can not be very high.

　 How do children enterprises dig "gift economy"?

1. as a subdivision category promotion

"Push gifts, children's shoes or gifts separately. Brand of children's wear There must be difficulties. Gifts, children's wear, children's shoes can only serve as a subdivision of the brand. " Wang Jinpian believes that as a subdivision category, children's shoes and children's shoes account for 10% of all brands. In the terminal, some children's shoes and shoes with children's shoes can play a certain role in promoting sales.

2. product packaging according to the "gift" style design

All along, luxury children's shoes are characterized by "gift economy" because of their high-end positioning. In the gift economy, cost performance is not the basic demand of buyers. Emotional pricing is the basic feature of the gift economy. No doubt gifts, children's shoes and children's shoes can bring higher added value to enterprises. As a result, some children's enterprises have spent a lot of efforts in product packaging design, striving for overall packaging to highlight the high-end atmosphere. Wang Jinpian said that although Tigger does not play the concept of gift brand, Tigger children's shoes brand outer packing is very high-end, which is very suitable for consumers to give gifts.

Wang Jinpian said the future, Tigger children's shoes It will not be made into gift children's shoes, but it will do some articles on the product packaging, and the design will be more joyful. The box adopts the "orange" warm color, which is high-grade, warm and pleasant. During the holidays, this kind of packaging is very conspicuous in the shopping mall, which is very easy to attract the attention of the consumer group.

3., "family ties" to push "family package".

How can we better excavate the "gift economy" in children's shoes and clothing? Yagi Haxiong said that we can promote the promotion of children's shoes and shoes as one of the series products in the brand, and launch "Mom and Dad love package", "grandparents love package", "uncle and aunt affection package" and so on, and use "family friendly package" to promote sales.

"With such a way of promotion, enterprises can pack their inventory together on the one hand, and on the other hand they can combine specific products to raise the rate of joint sales." Liu Ye Xiong said that this combination of outer packaging gift boxes can be unified design, highlighting the high-grade. Products allow consumers to choose their own shoes, socks, clothing, toys and other free combination into a gift package.

To promote family ties, we must pay attention to the practicability of products and the rationality of product matching. Enterprises should be very familiar with products and strengthen the combination function of gift packages. Yagi Haxiong said.

In addition, it is important to note that children's wear brand is often promoted by discount and buy gift. Yagi Haxiong stressed that to play a good family card, we must make more efforts in marketing ways, not only to make brand sales profitable, but also to make consumers comfortable and happy. For example, businessmen can be divided into 288 yuan, 588 yuan and other different price packages according to the price of gift bags. The cost of packaging design is calculated together into the price of the gift package, and then the consumer groups choose different packages according to their needs.

　 4. target consumer groups are locked up in children and children.

"Baby shoes, baby clothing gifts demand is relatively large. Zhongda children have their own preferences and can choose their own shoes and clothes independently, so it is less likely to buy children's shoes. Wang Jinpian said that the main target market position for Tigger children's shoes is 2-12 year olds. At this stage, parents play a leading role in the purchase of children's shoes and clothes, and brands can also more targeted marketing to consumers.

Liu Ye believes that gifts for children's shoes are mainly for children and infants. "Baby shoes, baby clothing sales channels are mostly maternal and child shops, rather than children's wear children's shoes store. The main source of sales of maternal and child shops is baby food and paper products, such as milk powder, diapers, etc., resulting in baby shoes and baby clothes only as a mother infant shop accessories series, occupying less than 10% of the sales ratio. Therefore, baby shoes and baby clothes are suitable for gifts, but they will not be the focus. The shoes and clothes worn by 3-6 year olds are mainly decided by their parents. Plus the brand of children's shoes has its independent sales channels, the attention will be higher and the demand for gifts will be greater. Liu Ye Xiong analyzed.

The concept of children's shoes is popular, where is the brand road?

stay Children's shoes and clothing products Today, homogenization is more serious today, differentiated marketing is very important for brand development. As a result, there are more and more brands of children's shoes and clothes playing the main concepts. Apart from the above "gift" children's shoes, there are recently newly launched functional footwear brands, as well as children's trend cards to cater for the trend of fashion.

"Tong enterprises always like to do research on the VI visual identity system instead of studying consumer groups. After all, the concept must be implemented to terminal sales. Yagi Haxiong said.

Fung Ying Pu believes that many enterprises are far from competitive. Blindly invest funds in packaging brand, "play concept", be satisfied with the formalization of work. Instead of building a solid foundation, focusing on product quality, establishing and improving production system, sales strategy system, human resources management system, brand development is indeed worrying.

"For children's shoes with gifts and children's clothing, the products are more expensive, less practical, and will eventually be eliminated from market demands. At this stage, the group with high consumption ability is in the minority, and consumers are still most concerned about the practicality, comfort and functionality of the products. Therefore, children can not blindly pursue the concept of "gifts", but should enhance the practical value of products. Fung Ying Pu told China sporting goods Daily reporter.