Children'S Clothing Brand Big Need To Pay Attention To Four Systems

A few days ago, an official of children's wear town and Zhejiang Zhili government talked about the present situation of children's wear in China. The annual sales volume of children's clothing enterprises in China can reach one hundred million, which is already very good. It's not easy to achieve three hundred million; it's unlikely to make five hundred million.

Although some of the extreme remarks are made, there is a dilemma for the brand of children's clothing in China: where is the YOUNGOR, white collar and Metersbonwe in the children's wear market in the face of the Big Mac market and the rising growth rate of the industry?

Take a comprehensive look at the operation of international children's clothing, analyze the footsteps of domestic big brother and elder sister, consider the current situation of domestic original brands, and find that children's clothing brands want to make big needs and establish four systems.

1 brand positioning VS personalized needs: innovative product development system, brand like people, must have character.

Although effective brand positioning is easy to market communication, but with the increasing complexity of consumer demand and the confusion of consumer psychology, the management of children's clothing will find a dilemma: insisting on a clear brand positioning, facing the pressure that the market segments will become smaller and smaller, and the interest rate of the terminal will gradually shrink.

Such as leisure, fashion, sports and other elements belong to the material level of positioning, and "Crane Dance Baisha, my heart fly, do not take the unusual road, childhood is not the same" and so on, is a psychological positioning method.

The children's clothing positioned at the material level can expand the market from the brand extension and innovation. When a fashionable fashion skirt is displayed in a sports brand shop, it is said that gifts for fans and sweethearts inside the market are good.

The psychological orientation of the brand is broad. It needs the filling of brand culture and the docking of materialized products.

All these require innovation of product development system.

2. Management of VS rapid response market: efficient internal execution system. Children's clothing market is big but Kung Fu is "thin".

Compared to men's wear, children's clothing is various, the specifications are long, the unit price is low, the demand is high, and the area is small.

A child wear shopkeeper said that if the turnover is higher than the amount of work done, our effect is only 1/10 of the adult clothing.

If all these are not based on meticulous management, any strategy and tactics of the enterprise will only be a beach tower and a castle in the air.

Is management refined at the cost of sacrificing the efficiency of an enterprise?

The rapid response market is the trend of the times. Is the internal management fine and able to keep pace with the times?

Balancing the two requires an efficient internal execution system.

3 regional characteristics VS marketing strategy: a practical sales management system. If you want to drive to the sea from north to south in the spring season, you can enjoy dozens of special dishes, but you can also experience the four seasons of fast changing. Of course, you have to wear the clothing of the year round.

The size of China is not only large in size, but also in different customs and climate conditions in different regions.

The regional characteristics determine that the consumption psychology of the domestic market is very different. It requires that the marketing mix (products, prices, channels, promotions) and market tactics of children's clothing enterprises must be targeted, suit the local conditions and teach students in accordance with their aptitude.

The fact tells us that the nationwide unified operation of one size fits all is magnificent, but with little effect.

4 industry growth VS industrial upgrading: industrial value chain upgrading system is a fact: domestic children's clothing market brand consumption growth rate of not less than 10%.

The present children's wear is a high growth industry.

Two points: three speed multiplier - - only by keeping the growth rate of industry growth rate of not less than three times, can an enterprise become the first class brand in the industry.

The theory of synchronous growth, that is, if enterprises want to take advantage of the growth of the industry, they will not have to go back to the mountains. They must synchronize their upstream suppliers, downstream agents, customers, employees and management tools.

That is to say, an enterprise that wants to build children's clothing should not only grow at an annual growth rate of not less than 30%, but also make an enterprise from the perspective of industry, and manage the value chain of enterprises with the idea of internal management.

Instead of being expert and intelligent, he discovered the market rule; instead, the market teacher put forward new requirements for children's clothing management.