Wahaha Children'S Position Is Unclear Or The Main Reason.

< p > < < a href= > http://www.91se91.com/news/index_f.asp > Wahaha children's wear > /a > a little weird.

This is the evaluation given by many people in the industry.

For many consumers, Wahaha means AD calcium milk, nutrition express and spokesperson Lee Hom, but Wahaha children's clothing. I'm sorry, I've never heard of it before.

This may be a bit sad.

Wahaha children's Clothing Co., Ltd. is a diversified leader in Wahaha Group. It was founded in 2001 and has a history of 13 years.

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< p > according to public information, Wahaha produced 3 million 300 thousand pieces of < a href= "http://www.91se91.com/news/index_f.asp" > children's wear < /a > for half a year in 2002, with sales revenue of 150 million yuan.

At that time, Zong Qinghou, chairman of Wahaha Group, even worked out a grand goal of setting up 2000 chain stores in 3 months, with annual sales exceeding 1 billion yuan.

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< p > however, in 2011, nearly ten years after its development, the income of Wahaha children's clothing business was only 200 million yuan. Not only did it grow for more than ten years, the total proportion of Wahaha Group business has also been decreasing, but the number of shops is only more than 500, far from reaching the goal of early Qing Dynasty.

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Less than P, the other brands in China and Wahaha children's clothing almost have their own place at the same time.

Take the pig pig clothing Limited company set up in 1996 as an example, its annual sales volume in 2010 has exceeded 1 billion yuan.

And the brand of Semir clothing (002563.SZ), which is almost established at the same time as Wahaha children's Clothing Co., has its annual sales volume of over 5 billion yuan in 2013, and its annual compound growth rate has reached over 60%.

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Why is there such a big difference in "P >?" the head of the marketing department of a well-known children's clothing enterprise told reporters: "the period of Wahaha's children's wear is the blue ocean period when Chinese children's clothing started to open up, but it didn't seize the opportunity.

Unclear positioning is the biggest problem. "

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< p > the above mentioned "positioning" mainly includes two aspects: first, the brand positioning is not limited; the two is Wahaha's dislocation in the channel.

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< p > by calling Wahaha responsible for children's wear staff, the reporter learned that the price of Wahaha children's clothing is located in spring and autumn 100~300 yuan, summer 60~200 yuan and winter 200~700 yuan, compared with the domestic middle end positioning.

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< p > the head of the marketing department of the children's clothing enterprise said that the Wahaha brand is too strong, so children's clothing also wants to borrow the influence of the main brand at the beginning of its establishment.

But as a clothing brand, Wahaha children's clothes lack their original customer groups, they can not put their own body to do low-end products, and can not break through the original "Wahaha" brand positioning to take the high-end line, so customer groups have been very difficult to define, embarrassed status.

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< p > on the other hand, there is a serious dislocation in Wahaha children's clothing distribution.

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< p > Cheng Weixiong, a senior clothing expert, told reporters that Wahaha applied its experience in food and beverage channels to clothing. Its intention was to promote the development of the "0 basic" children's clothing business with strong channel advantages. However, this action just did not recognize the difference between food and clothing.

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< p > take Shanghai as an example, its shops are located in Songjiang, Chongming and other places. In other parts of the country, it also takes the wholesale market of county and prefecture level cities as the main channel, which is seriously inconsistent with the positioning of "middle class children's clothing". It also does not play a role in enhancing the influence. No wonder most consumers do not know anything about "Wahaha children's clothing".

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< p > "Wahaha investment in children's clothing is not very targeted. It does not fully consider what conditions the enterprise needs to do, brand positioning and product market demand.

The competition of Chinese children's clothing is very fierce. There must be some characteristics in the survival of the crevice. The positioning of the top class is very easy to be squeezed out of the market.

The head of the above market department has been sighed with emotion.

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Cheng Weixiong further said that the Wahaha Group thought at first that it could extend fruit juice and drinks to the whole category. This is not very realistic. "Interlacing, such as mountain crossing, buying drinks and buying clothes, may not be able to directly communicate with each other. It is not feasible for such a popular consumer group to buy higher end clothes," P said.

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< p > "in fact, Wahaha has no need to act on its own. It is probably better than simply to be an investor and authorize the brand to a href=" http://www.91se91.com/news/index_f.asp ".

Cheng Weixiong said.

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< p > < strong > correlation < /strong > < /p >.

< p > < strong > Wahaha's dilemma: from mistake to error < /strong > /p >

< p > from now on, Wahaha's diversification strategy has failed to divide the main business, but may become a drag.

Many industry insiders say that diversification is far from being a simple "tyrant" type of money, and it is like a mountain crossing. If we hope to get through the strong channel of the beverage industry to get through other directions of diversification, Wahaha will only go from one mistake to another.

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