A New Marketing Approach Has Broken Out In Children's Market.

In April 21st, the seventeenth cross strait textile and garment Exposition (hereinafter referred to as "Haibo") came to a close. At the current Haibo conference, the children headed by TA TA Er, Xiao Pi Pi, etc. Clothing brand The performance of "eye-catching", the fun of experience, animation publicity, public welfare promotion, puppet interaction and other marketing means "move" to the exhibition site, "limelight" and even covered the adult clothing brand.

In fact, with the rapid development of these years, Quanzhou children Children's shoes Brand marketing is becoming more and more mature. Especially when the industry has entered the era of brand monopoly from the big scattered era, more and more children's shoes and clothing brands have started the "combination boxing" marketing. In the face of increasingly fierce competition in the industry, the brand of children's shoes and clothing in Quanzhou has become increasingly sophisticated in terms of channel management and brand management. The industry believes that the brand of children's shoes and clothing is gradually entering a new era of marketing.

Two orders for exhibitors

This year, at the Haibo meeting, with the declining enthusiasm of adult clothing brands, many children's clothing brands have taken hundreds of square meters of booths, and arranged them with themes, making full use of the platform provided by Haibo to strive to grasp business opportunities and enhance their brand image.

More than twenty years of deep ploughing of children's skin industry, this exhibition has been specially designed by the senior industrial designers and illustrator designers to create a BMW MINI exclusive car, allowing viewers to enjoy their unique "fun experience". In addition, the small play will also insert the animation elements into its exhibition hall to form a positive interaction between the animation concept and the scene atmosphere, and add bonus points to the brand through animation marketing.

The pavilion and Dadai, a small playboy, took the largest booth of the Haibo children's wear area and exhibited about 1000 clothes in the summer of 2014. In order to attract more viewers, there are Dahuang duck, bear giant and Venice balloon puppet in the doorway of the pavilion. Not only that, Tate also carefully prepared the cotton candy for the audience, so that the audience who came to the exhibition was in childhood memories.

On the one hand, the exhibition is lively and lively, while on the other hand, the order meeting is thrived.

A few days ago, the autumn and winter new products conference in CAMKIDS2014 fell to a close. At the meeting, CAMKIDS Mingwei issued the excellent dealer award, throwing five gold BMW 5 series and three BMW X5 in eight regions.

Coincidentally, the brand of local children's shoes and clothes, such as dogs, karting, Cambridge and so on, almost invariably commended and encouraged their agents in the provinces and regions, far beyond its previous scope. Sending BMW and cash, these common scenes at the adult shoes and clothing ordering meeting have been "moved" to the children's brands.

In the dog Children's brand In the 2013 annual awards ceremony and the 2014 fall new product order meeting, its Xinjiang agent Huang Qi Wei was honored as the diamond dealer's throne with many years' pioneering and outstanding achievements, and won the biggest prize of the 2013 best dog of the year, BMW 740Li top luxury car, and became the biggest winner. Dog dog Jiangsu branch and Zhejiang branch of the two regions to win the "platinum agents" honor, won the BMW 730Li luxury car.

Finally, the dog dog awards presented 4 awards, including "Diamond agents", "platinum agents", "gold agents" and "excellent agents", ranging from BMW 7 series and BMW 5 series to hundreds of thousands of prizes. This is called the 7 major awards.

According to Hong Qinming, deputy general manager of Mingwei shoes and Garments Co., Ltd., the support given by the company's headquarters was only around the discount of product prices, or the agency right of the district. The material reward like real material is basically not. After all, the children's shoes wear industry started late. Compared with the adult shoe and clothing industry, whether it is brand building or marketing means, it is relatively backward.

The industry believes that today's children's shoes and clothing industry, hot and exhibitors, heavy gold reward agents, from the side reflects the progress and development of the industry over the years, brand operation tends to be stable, the company's management is increasingly mature, marketing means more abundant, all of which promote the rapid development of children's footwear industry.

Total outbreak of children's market

The concept of the above industry has been recognized by many children's shoes and clothing brands.

Xu Yifan, director of retail sales at pagoda, told reporters that the company has won 250 square meters of booths in this year's Haibo conference because the sales performance of the tower has been rising steadily since its licensing in 2009. This year, the company wants to step up the pace and take Fujian as the first regional market to rise.

In the past few days, there have been many people asking about the conditions of joining the Expo. There are dozens of people who have reached initial cooperation intentions. Xu Yifan said that after the accumulation and precipitation in the past few years, this year will be a year of transformation of the escalation of TA TA er. The brand will increase at least 150 stores this year.

There will also be a big market in this year. There are also KOH Kok Tak. Before this, Yang Haichao, general manager of the Kaku Germany, told an interview with our reporter that this year, in the layout of the market, Kaku will be conservative and speed has been accelerated. Besides maintaining the stable market of the original Fujian, Jiangxi and Anhui, Kaku began to vigorously develop new markets such as Hunan, Hubei, Guangxi, Chongqing and Sichuan. At the same time, Kaku brand upgrade strategy is also fully launched this year.

Luo Zhengming, deputy general manager of the operation center of dog dog products Co., Ltd. believes that with the continuous development of children's shoes and clothing industry, the market of children's shoes and clothing will be fully launched, and BMW's encouragement may be just the beginning. The great encouragement of agents is a manifestation of diversification in children's marketing. It marks the gradual maturity of children's brands and is also one of the ways that children's brands seek better promotion.

"Last year, the operation of CAMKIDS gradually stabilized, and profits were gradually enriched. The award of BMW cars to excellent agents was to thank them for their efforts and contributions." Hong Qinming told reporters that in the face of unprecedented competition in the market, Mingwei used bigger incentive policies to let agents see the vision of the future. It also encouraged all agents to unite and make full use of existing channel advantages, research and development advantages, consumer advantages and VIP customer advantages, so as to compete with future competitors.

In fact, in addition to the accelerated expansion of children's shoes and clothing brands, the major clothing brands have released annual reports. The annual report shows that although some companies' overall income is not ideal, the children's wear market is another world, which has become the biggest dynamic force of clothing enterprises' revenue rebound. Fashion brands including Semir, Lining, ZARA and H&M also see the children's market as a new profit growth point, and they are making great efforts to push the children's market.

"The reason why the major clothing brands have been betting on the children's market is the main reason why the market is big, the profits are high and the competition pattern has not yet been set." with the opening of the "two child alone" policy, the consumption demand of the children's market will also increase. Analysis of the industry.

Start the marketing of "combined boxing"

Today, as children's shoes and clothing industry matures and competition becomes more and more intense, many enterprises begin to explore new marketing modes. Whether they choose to use incentive policies to encourage agents to increase their performance, or to create their own cartoon and cartoon images, make shoes and clothing integrated stores, and join online shopping ranks, are all children's shoes and clothing brands seeking new marketing methods. Many brands choose "combination boxing" marketing, and want to add points to brands through diversified and diversified marketing techniques.

Chen Binggao, deputy general manager of Ji Yue (China) Limited, said that with the rapid development of China's children's market in recent years, children's brands have launched various marketing methods to win customers' trust. In particular, the good news of the "two child alone" policy has injected new hope into the children's industry. "It can be predicted that the children's consumer market has gradually become the mainstream of the society.

In the face of increasingly diversified market competition, the dog dog brand has vigorously implemented the development strategy of "intensive cultivation of terminal retail as king", which has accelerated the intelligence, automation and information construction of retail terminals, and has achieved remarkable results in enhancing the efficiency of single store and the competitiveness of retail terminals.

In order to better carry out effective marketing of the brand, the dog dog introduced the innovation mode of "reducing the warehouse" last year. It transferred the pressure from the agent to the head office. At the same time, it made a specific analysis of the difficulties of the agents, and then chose the appropriate formula to solve the problem, so as to transform the pressure of the agent into a driving force.

"Like the theory of bath houses, marketing is to pack the brand into one layer, and the extensive operation must be changed to the direction of refinement. The upstream and downstream businesses should be bundled up for risk reversal, instead of allowing the agents to bear the pressure and risk alone. If the roles are to be exchanged, enterprises should bear the corresponding responsibilities while enjoying the benefits, and then proceed from various aspects, such as single store operation, data management and communication, etc. only in this way can the marketing succeed." Luo Zhengming said.