Standing On The Shoulders Of Giants To Build High-End Brands

Here world

The Xiaobian of the network introduces the abacus of small stars and high-end brands.

In October 22nd, Italy's high-end children's car brand CAM took the first order of the small star brand group (hereinafter referred to as "small star"), and another high-end shoe brand GALLUCCI has already received orders for the first week to enter the production process.

This marks the beginning of the cooperation between the small star and two top baby brands in Italy.

It may be a good choice to build a high-end brand on the shoulders of giants, but this road may not be smooth sailing.

Overweight high-end

"The two Italy brands of this cooperation are not luxury goods, but they are really more high-end baby brands."

A person who has long been concerned about the baby industry says to the new financial reporter.

"Especially CAM, which has 40 years of history, has always been built in Italy, and its products have become synonymous with safety and high quality."

In fact, the small star brand group was formally established in March of this year. When it was founded, it had three high-end brands: YEEHOO, PEEKABOO, I PINCO PALLINO (IPP) of Italy's top children's clothing brand, and represented some of its high-end international baby brands.

The small star brand group is to integrate these old brands into one group.

"Focused on children and children, dedicated to providing high quality products and services for children in China, focusing on creating an international lifestyle for children and families in China."

Introduction to small stars.

Judging from the current brand, "it is really pushing the high-end."

Aforementioned insiders believe that Ying Shi itself is provided with advanced infant products. IPP, which was purchased in 2013, is also the top brand of children's clothing in Italy. "But PEEKABOO was established in 2011, after which the positioning of the brand can only be regarded as the middle end."

In response, the small star said that the style of pickup bubble (PEEKABOO) has been combed and adjusted since the beginning of this year, and the future positioning should be significantly improved.

In addition, its agent Royal Royal Children's car brand SILVER CROSS (Silver Cross Baby), Nordic style high-end baby car brand STOKKE and mother baby supplies PHILIPS AVENT (AVENT) are in line with their high-end standards.

"Constantly upgrading high-end brands can better demonstrate their characteristics, but every brand must make achievements."

The industry insiders said.

Made in Italy

Unlike direct agents or the acquisition of international high-end brands, the cooperation with CAM and GALLUCCI is OEM production.

But this OEM is not usually the Chinese factory of the world factory for the high-end brand in the world. On the contrary, it is made by foreign high-end brand enterprises for small stars.

This is the idea of "star design" and "global manufacturing".

In the small star CEO peak view, "the essence of brand lies in independent design and R & D, which should be in their own hands."

He told the new financial reporter.

It is understood that the first batch of products developed by the two sides, integrated into the design concept of the small star brand, and the specific fabric selection and manufacturing process are all completed by the cooperative brand in Italy.

The early brand logo will be presented in terms of "YEEHOO BY CAM" and "YEEHOO BY GALLUCCI". "Later stage will be led by us, and the brand logo will be presented entirely in YEEHOO. The two are MADE IN ITALY" (made in Italy).

Introduction to the summit.

In his view, "China's design and research and development, global manufacturing and sales" is the best model.

"We will cooperate with these brands at the stage of design and development, and we will get the support of these brands when our products enter their market."

He further pointed out that we should make full use of and integrate the open manufacturing resources and market resources to serve our brand.

"Cooperation with top brands will contribute to the improvement and development of our brand."

In fact, safety has always been a concern in the field of baby products.

"Domestic manufacturing, whether raw material selection or technology, is very common, but with the improvement of consumption level, parents will pay more attention to the quality of products."

In the aforementioned industry, small stars value the design and development of product front-end, "using foreign excellent production technology to provide consumers with a high quality product, this is a very clever way, which is more conducive to improving the value of their brand."

Prospects can be expected.

For the CEO peak of small stars, making a brand is his dream and his good at it.

Before becoming a small star CEO, he successively became the chief commercial officer of HERMES in China and the president of BOTTEGA VENETA in Italy, and has won the honor of "the ten largest trader in China's luxury market" for three years in a row.

But he has "a Chinese dream of building local brands".

He has great confidence in China's future baby market.

According to the "2012-2015 children's wear industry report" released by the National Bureau of statistics, the annual output growth rate of children's clothing industry can reach 25% to 30%. It is estimated that by 2015, the market capacity of Chinese infant clothing and cotton products and daily necessities will reach 227 billion 980 million yuan, and the new two children alone will bring more business opportunities to children's clothing market.

In the high-end baby market, "the Chinese high-end lifestyle has not yet been formed, and there is an enormous opportunity for brand positioning and model innovation."

In his view, today's high-end

Just like Hermes, who has just entered China.

But one thing is different.

Whether it is Hermes or butterflies, it is first known in the world as a high-end brand.

Almost all high-end brands have their own history and heritage, and have their own stories. They often have decades or even hundreds of years of history.

In this regard, we are well prepared for the peak of the brand.

According to him, the small star has already carried out strategic cooperation with Academy of Fine Arts, Tsinghua University, which involves the design, research and development, personnel training and other aspects of the future star brand.

In addition, it is still studying how to make use of some historical and cultural elements in China. "Through the use of rich cultural heritage, we can make a brand which has a long history not only enhance its value," he said.

Yan Fei, a senior analyst at the pro Bay Research Institute in Beijing, said that China's market competition is fierce. Many luxuries have their own children's clothing. Basically, the high-end infant market has been monopolized by international brands.

"Under such circumstances, the time and energy spent by local brands wanting to fight their own high-end brands will not be directly proportional to the final results."

He told the new financial reporter.

But he agrees with the little star, "China."

The concept and practice of "global manufacturing".

"In this way, we can have more brand value in our own hands."

In his opinion, although local brands are hard to create high-end, they are already on the way.