The Changing View Of Children'S Sprout Sprout Emphasizes The Control Of Brand Development.

Although spring sprout has been established for nearly 20 years, Jiang Yuyu, general manager of spring sprout children's clothing, does not see that the brand development of sprout is far from growing into a "big tree".

The son was founded in 1996, and in the Ningbo area where manufacturing was the main body, the sprout sprout from the very beginning strengthened the way to develop the brand.

"At the beginning, the main products of spring sprout were sweaters, and at that time there were not many brands in the local market. The development of sprout was very good."

Jiang Yuyu told reporters that at that time, the product of the sprout sweater had been sold to the national market. At the best time of development, there were 300~400 counters in the shopping malls throughout the country.

The good development trend of spring sprout further strengthened Jiang Yu Yu's determination to make the brand.

In 1999, sprout sprout made the whole line brand and expanded the product category.

Among them, the spring bud child sweater products also made a high reputation in the national market.

But with the advance of brand strategy, Chiang Yu Yu found that the prospect of brand development is not as optimistic as imagined.

Final examination

"When I looked at the brands around me, I found that most of the brands that we started with in the 90s of last century are no longer there."

Jiang Yuyu believes that 10 years of brand business is a big test, many enterprises are hiding from 10 years of life cycle.

This is obviously related to the current situation of the brand development of the local garment industry.

Jiang Yuyu, for example, told reporters that in his view, making a brand is like putting a pot of cooking in the wild. The enterprise must constantly add firewood and boil the fragrance to attract passers-by to taste.

Passers-by think that cooked food is delicious and they will continue to eat. If they do not taste good, they may leave.

"In this analogy, the pot is the brand of the enterprise operation, firewood is money, in addition to the high cost of the enterprise pot, there is not enough money to support, the enterprise is also very difficult to make the influence of the brand."

Jiang Yuyu said.

A deep understanding of brand development has also made Jiang Yuyu pay great attention to controlling the development of brand and developing blind channels.

"Making a brand must grasp the pace of its own development, control the market quota, and do not blindly expand.

Otherwise, when the economic development is bad and the market is depressed, the enterprises will end up with too many stores.

Jiang Yuyu said.

Prudence in brand development and channel strategy

It also allows the sprout to go more safely and longer than the ordinary ones.

"Although the sprout has been developing for 18 years, there are not many shops. Once I think some shops are not very good, they will jump out in time. We are more concerned about the quality of the shops."

Jiang Yuyu told reporters that although there are not many shops in spring sprout, the cash flow and operation status of enterprises are very stable, and the strength of enterprises is quite guaranteed.

But even so, Jiang Yuyu did not find a lot of sense of security from the current development of sprout.

In his view, with the development of economy and the change of channel environment, "the variables of future brand development will be bigger and bigger."

Withdraw from shopping malls

"With the development of Taobao, Jingdong, Dangdang and other electronic business platforms, as well as the emergence of a large number of professional markets such as Sijiqing and white horse, the brand of children's clothing has increased over the past 10 years."

Jiang Yuyu told reporters that the rapid development of diversified channels has also posed a huge threat to the brand of children's clothing based on shopping malls.

In order to deal with the low price impact of the online platform, many shopping malls also require enterprises to buy 200 yuan to send 200 yuan and other promotional activities to win the terminal consumer market. This looks like killing Jiang Yuyu to kill the goose that lays the golden eggs.

"The mode of cooperation between shopping centers and brands has not changed, but it has forced the enterprises to make low price promotions, which has further squeezed the remaining profits of enterprises."

Jiang Yuyu told reporters that as far as he knew, many enterprises that went through shopping malls were not making money, not only in Ningbo, but also in cities such as Beijing.

"I once visited the shopping malls in Beijing and Tianjin, and most of the shopping malls were adjusted to three or four brands besides other brands."

In Jiang Yuyu's view, clothing enterprises in the development of shopping malls have obvious bottlenecks in the development of channels.

"In many urban shopping malls, the proportion of clothing has been declining and replaced by many small commodities and restaurants.

In the future, this trend will become more obvious. "

In this regard, sprouts are also adjusting the channel layout.

"Our current channel is dominated by exclusive stores, and the offline sales are stable."

Jiang Yuyu said.

The adjustment of channel strategy is important, but Jiang Yuyu believes that the important reason for supporting the development of sprout is for many years.

Turning around in crisis

As early as the spring bud brand development initially achieved results, in 2002, spring sprout began to develop industry.

"We buy our own land, establish a processing factory, and take charge of all aspects of clothing products from production to design.

At present, our production base has more than 300 employees. Besides the production and processing of its own brand, it will also take some OEM orders. "

Chen Peipei, deputy general manager and brand creative director of spring sprout children's wear.

However, during the financial crisis in 2008, the survival of the processing plant under the spring sprout was very difficult.

"At that time, the volume of foreign trade orders decreased dramatically, which has a great impact on our processing plants."

Jiang Yuyu said.

And the opportunity also appears at this time.

"At that time, our local people's Congress, CPPCC and so on put forward many opinions on school uniforms, and the leaders of Ningbo education system suggested that sprout sprout should be responsible for the design and production of school uniforms."

Jiang Yuyu admitted to reporters that the price and profits of school uniforms are low, but the production requirements, especially the requirements for materials, are very high, so ordinary enterprises are reluctant to enter this field.

"At that time, the situation of foreign trade was not good, and the acceptance of school uniform orders could at least maintain the production and operation of the factories. In the light of these considerations, I agreed."

Many years of processing experience of spring sprout on children's clothing has made it a great impetus to the development of Ningbo uniforms industry as soon as it entered the field of student wear.

"At that time, many enterprises in Ningbo producing school uniforms were small enterprises with poor production qualifications. Although their school uniform production started early, their products were of low grade and poor quality."

Jiang Yuyu said that the lack of industry competition also made spring sprout achieve better development after entering the school uniform industry.

With the support of powerful design team and processing plant, Chun Zi Zi has become the largest enterprise in Ningbo student wear production. Its product style is dominated by British style and Japan and South Korea wind, and has gained a good response in the market.

"At present, the uniforms of 1/3 in Ningbo are sprout sprout, and the school uniforms of most of the famous schools in Ningbo are also produced by spring sprout."

Chen Peipei said.

Although there is an absolutely obvious competitive advantage in the field of school uniform production, Jiang Yuyu told reporters that Chun Zi Zi did not monopolize the market of Ningbo uniforms.

"We are now focusing on key schools, and small and far away schools are letting go of other businesses."

Chen Peipei told reporters that this is mainly related to the product characteristics of school uniforms. The school uniform products need more follow-up services. For example, it is necessary to modify the matching of school uniform sizes. Therefore, in remote areas, it is difficult for them to take care of them.

Deep ploughing in school uniform has also made spring sprout develop rapidly in the student wear market in recent years.

"At present, the sales of our uniforms can account for 35% of the total sales of the enterprises. Next year, our development center will also focus on the development of the student clothing market, and we are also interested in expanding the clothing market in kindergartens."

Chen Peipei said.

Although the profits of student clothes are limited, this does not waver the determination of Chun Zi Zi to develop student clothes.

"In the market environment with great economic variables in China, the children's clothing market will continue to be in the existing pattern, and there will be no great development.

Although students' clothing is not much profit, it is just a product of students' needs. Therefore, doing a good job in school uniform products will become an important driving force for the future development of sprout.

Jiang Yuyu said.