Children's Clothing Industry Restructuring, Green Box O2O Mode Odds?

The green box is closed in China recently. clothing CHIC2015: the O2O project recently launched has quietly completed most of the cooperation negotiation intention. Children's wear There are many ripples in the industry circle. People in the industry generally believe that the essence of children's wear brand is the fight of business mode. The green box is a preemptive move. However, in the increasingly fierce market for children's clothing, green boxes are facing more and more competitors. So how big is the green box win in the children's wear industry?

　　 In troubled times, children's clothing brands meet opportunities for change.

The latest data show that in 2014, China Children's wear The scale of the market will exceed 140 billion yuan mark, and it will maintain a high growth rate in the next few years. Especially the new policy of "single child" has injected a strong dose to the children's clothing industry, all of which highlight the rich consumption potential of the children's clothing market.

It is true that more and more clothing brands begin to market children's clothing and compete for this "big cake". Metersbonwe opened up the full channel sales mode of its children's clothing brand ME&CITY kids and Moomoo to fully promote the development of children's wear business; the women's clothing brand, Rand, bought the largest Korean baby clothing product brand aka Bang last year, and entered the children's market; fast fashion ZARA, H&M, GAP and other brands also launched a series of children's wear, and even Dior, Armani and other international brands also entered the domestic children's wear market.

Obviously, the children's wear market has come to a new round of shuffling. O2O, as the buzzword in the innovation of business mode, has become the weight of brand developers. In order to occupy a place in the new pattern of children's clothing industry, green box has already taken the lead. The 8 main highlights of its O2O project are: seamless collection of international brands, fashion retailers, micro shop systems, online and offline prices, inventory risk reduction, children's Park assistance, drainage artifact - 3D fitting mirror, and 5 million member data sharing may lead to the Internet of traditional children's wear shops, which is generally favored by people in the industry.

　　 Building a three-dimensional channel, the way to break the green box O2O

In the case of Wu Fangfang, chairman of green box, the O2O project of green box has built a three-dimensional sales channel. When consumers want to buy green box products, they can either be in the PC terminal, mobile phone end or offline shop.

One of the main points of the green box O2O mode is that the offline shops that focus on "experience" can not only fully integrate the advantages of the Internet and the long tail of the mobile Internet, but also make use of the physical area of some offline entities to create a children's playground. "There will be green box jigsaw puzzle, fun English and other small game facilities such as green box puzzles, funny chairs, and 3D fitting mirror developed by green box," Wu Fangfang said. These will make shopping more interesting.

What is more powerful is that children will experience intimate contact with the favorite cartoon characters such as Mickey Minnie, princess, robot cat and so on under the green box line. According to reports, the green box has Disney brand and its Mitch Mini, princess, man Wei, Winnie the Pooh and other cartoon characters, Dora A dream brand, and its cartoon cat, big bear, Xiaojing and other cartoon characters, Transformers, Superman, Batman and other cartoon characters. In addition, there are self-made brands such as love making, modern lady and so on. In view of this, the experience shop under the green box line is just like an international brand gathering place. No wonder the franchisee regrets: joining the green box O2O project is like picking up a wallet.

It is the highlight of the O2O project in advance that the number of people in the pavilion at the China International Clothing and Accessories Fair (CHIC2015) continues to increase. In particular, franchisees poured in to let the green box Pavilion full of popularity. Such a scene, so that the green box staff also called "can not stand up."

Overweight " brand Promotion "green box" is favored by franchisees.

According to the analysis of the industry, green box often plays the "brand promotion war" is also a key factor that its franchisees are optimistic about.

Green boxes have always focused on core advantages in products and brands. People who are familiar with green box will find a significant change: less sales promotion, more marketing activities, green boxes are constantly making noises, and brand communication is also expanding. In the case of Wu Fangfang, chairman of the green box, "making a brand is like saving money. If you save a little bit today and save a little bit tomorrow, it will be very surprising if you accumulate it for a long time."

It is understood that the green box and princess Disney's Princess Festival has been held for 5 years, and every activity will have tens of thousands of mothers to participate in this activity, forming a very good brand fever. Nowadays, princess's day has become the brand activity of green box in brand building and promotion.

In fact, Wu Fangfang, the chairman of the green box, has been thinking about how to make a brand. How to use a clever way to enhance the brand image and not to do so much?

As the highlight of the first summit of China's children's wear industry development, China's children's wear industry media influence award was also announced in the same period in 2014. The green box won the most innovative brand award of Chinese children's wear. This also proves the green box's strategy of insisting on innovation from the side.

In the brand promotion and innovation, in 2013, the green box tried to cooperate with the TV series to promote its brand of love manufacturing in the TV series "little Daddy". We can see that the green box children's wear brand provides a classic set of costume design for the protagonist "summer", which will express the children who are full of fashion sense and vigor in the United States. With the popularity of the TV play "little Daddy", love making has also become the "little Daddy" star brand.

According to Yuan Feng, vice president of green box, in May 2015, the TV drama "tiger mother cat dad", starring Zhao Wei and Tong Dawei, will be seen in Oriental TV, Tianjin satellite TV, Zhejiang satellite TV and Jiangsu satellite TV. Consumers will once again see the figure of the green box and its brand modern lady. Apart from clothing, the green box is also implanted in sleeping bags, cushions, bedding, school bags, shoes and other categories. This is the first TV play after Zhao Wei's comeback. Many spectators are looking forward to it. I believe that after the hit of the TV play, it will be very helpful for the promotion and creation of the green box's whole brand.

It is worth mentioning that, as a strategic partner of Disney in China, the green box won the award of Disney's best e-commerce award in 2013. In 2014, the Asian brand licensing Association, also known as the "brand licensing industry Oscar" by the industry, was named the 2014 best Asian brand authorized five. I believe that with the heat of the opening of Disney Park in Shanghai in late 2015, the green box brand will continue to erupt.

With so many highlights, it is no wonder that there are franchisees saying that "green boxes are so powerful that the branding providers are strong support and are hard to make money".

The green box has passed the export wind at the China International Clothing and Accessories Fair (CHIC2015) recently closed: its recently launched O2O project has quietly completed most of the cooperation negotiation intention, which has caused many ripples in the children's wear industry circle. People in the industry generally believe that the essence of children's wear brand is the fight of business mode. The green box is a preemptive move. However, in the increasingly fierce market for children's clothing, green boxes are facing more and more competitors. So how big is the green box win in the children's wear industry?

In troubled times, children's clothing brands meet opportunities for change.

According to the latest data, the scale of children's wear market in China has exceeded 140 billion yuan in 2014, and will maintain a high growth rate in the next few years. Especially the new policy of "single child" has injected a strong dose to children's clothing industry, all of which highlight the rich consumption potential of children's clothing market.

It is true that more and more clothing brands begin to market children's clothing and compete for this "big cake". Metersbonwe opened up the full channel sales mode of its children's clothing brand ME&CITY kids and Moomoo to fully promote the development of children's wear business; the women's clothing brand, Rand, bought the largest Korean baby clothing product brand aka Bang last year, and entered the children's market; fast fashion ZARA, H&M, GAP and other brands also launched a series of children's wear, and even Dior, Armani and other international brands also entered the domestic children's wear market.

Obviously, the children's wear market has come to a new round of shuffling. O2O, as the buzzword in the innovation of business mode, has become the weight of brand developers. In order to occupy a place in the new pattern of children's clothing industry, green box has already taken the lead. The 8 main highlights of its O2O project are: seamless collection of international brands, fashion retailers, micro shop systems, online and offline prices, inventory risk reduction, children's Park assistance, drainage artifact - 3D fitting mirror, and 5 million member data sharing may lead to the Internet of traditional children's wear shops, which is generally favored by people in the industry.

Building a three-dimensional channel, the way to break the green box O2O

In the case of Wu Fangfang, chairman of green box, the O2O project of green box has built a three-dimensional sales channel. When consumers want to buy green box products, they can either be in the PC terminal, mobile phone end or offline shop.

One of the main points of the green box O2O mode is that the offline shops that focus on "experience" can not only fully integrate the advantages of the Internet and the long tail of the mobile Internet, but also make use of the physical area of some offline entities to create a children's playground. "There will be green box jigsaw puzzle, fun English and other small game facilities such as green box puzzles, funny chairs, and 3D fitting mirror developed by green box," Wu Fangfang said. These will make shopping more interesting.

What is more powerful is that children will experience intimate contact with the favorite cartoon characters such as Mickey Minnie, princess, robot cat and so on under the green box line. According to reports, the green box has Disney brand and its Mitch Mini, princess, man Wei, Winnie the Pooh and other cartoon characters, Dora A dream brand, and its cartoon cat, big bear, Xiaojing and other cartoon characters, Transformers, Superman, Batman and other cartoon characters. In addition, there are self-made brands such as love making, modern lady and so on. In view of this, the experience shop under the green box line is just like an international brand gathering place. No wonder the franchisee regrets: joining the green box O2O project is like picking up a wallet.

It is the highlight of the O2O project that the green box is at the China International Clothing Fair (CHIC2015).