Happy Mickey General Manager Qi Kangfeng: Positioning The Healthy Market To Seize The Future Of The Industry

With the gradual implementation of the "two child" policy, the birth policy reform is causing continuous fermentation in the related fields of social economy. For children's products industry, the relaxation of the second child policy is a rare opportunity for development.

According to the "2012 - 2015 children's wear industry report" released by the National Bureau of statistics, Total output value of children's clothing industry The annual growth rate can reach 25% to 30%, and the market capacity is expected to reach 227 billion 980 million yuan by 2015.

In fact, after the introduction of the "two child" policy, many enterprises with sharp smell have seen the future business opportunities of children's wear market, and have arranged children's clothing market.

Facing many brands of children's products, the Red Sea market. Happy Mickey Qi Kangfeng, general manager of Fujian children's products Co., Ltd. appears calm. "We will not be afraid of competition, because happy Mickey is positioning the market for healthy children's products." In the afternoon of the afternoon of April 10th, the general manager emphasized the importance of the market positioning of happy Mickey children's health products industry.

(happy Mickey general manager Qi Kangfeng received an exclusive interview with the media)

Refuse vicious competition, "we do not fight price war".

For deep ploughing in health Children's products industry Nearly ten years of happy Mickey, the key elements of the two brands of technology and health have long been rooted in the brand's genes. However, at the beginning of the brand building in 2006, children's sports and leisure footwear products were the main products of happy Mickey. In the 2006 to 08 years of rapid development of children's footwear industry, happy Mickey brand has gradually become a more influential brand of children's shoes in China.

However, in 2008, the wave of China's manufacturing industry represented by shoes and clothing industry also affected the happy Mickey brand in children's footwear industry. With the continuous downturn of the industry environment and the increasing competition pressure, the brand of children's shoes and clothing with serious homogenization has started a price war. Faced with such a severe industry environment, happy Mickey general manager Qi Kangfeng decided to find a new way out. "At that time, many children's brands did not put forward a very clear brand idea. Everyone was pursuing the appearance and beauty of the products, and the homogenization of the products was serious. Finally, it is the price and the channel, which will lead to vicious competition. Recalling the industry environment at that time, the general manager of Qi Kang Feng concluded.

In such a market competition, the positioning of differentiation becomes the inevitable outlet for the brand. In view of the fact that most domestic children's brands were located in leisure fashion products, Qi Kangfeng, general manager of happy Mitch, formally decided to lead the brand to the road of healthy children in 2009. "Choosing healthy children's products is not a very casual thing for happy Mickey. There are two reasons for this. The first is because I am a very fond child. When I first worked in children's products, I especially wanted to do some practical things for the healthy growth of Chinese children. Making healthy children's products is also my own selfishness. Another reason is that the children's goods market in China was hot at that time, but everyone focused on the fashion and beauty aspects of the products, while healthy children's articles were a big market blank. At that time, there were few brands in the country focusing on children's health products. Therefore, we are also aiming at developing the direction of healthy children's products in the blank of the market, mainly because we want to really do something about children's health.

(happy Mickey positioning health children's products market)

Deep tillage health market, "unique products can define market rules".

However, for happy Mickey, the road ahead is not smooth sailing. 09 years ago, happy Mitch officially entered the market for healthy children's products, introduced Japanese technology, and used Japanese shoe last to develop children's health shoes. However, new products are not accepted by the market due to inadequate product promotion. But Qi Kang Feng was not discouraged, he decided to seek professional help, and then found a continuous cooperation attempt between China leather shoes Research Institute, Taipei University of science and technology, Taiwan Medical College and other professional institutions. Finally, in 2010, happy Mitch health shoes project finally achieved results, with the rapid development. The happy Mickey laboratory has been formally established, and a number of research patents have been recognized by the state.

With good products, marketing needs to be fully coordinated. Since 2010, happy Mickey has embarked on the road to build a famous brand in China. From 2010 to 13, happy Mickey continues to expand and continuously create brand awareness and influence. At the same time, through in-depth cooperation with more professional research institutions, we will continuously enhance the R & D capability and technology content of happy Mickey products.

Recalling the rapid development of happy Mitch, Qi Kang Feng said: "this stage is mainly the continuous expansion of the brand, brand awareness and the strength of our product development. In 2010, we began to cooperate with CCTV children's channel, Golden Eagle cartoon and Jiajia cartoon. The brand influence has been greatly improved, and the national sales performance has also made rapid progress. At the same time, it has also become the ten brand of Chinese children's shoes. In 12 or 13 years, happy Mitch joined hands with a number of professional organizations in China to establish happy Mickey "healthy and comfortable children's shoes research center" and "children's shoes Technology Experimental Center". The children's orthodontic shoes developed by Taiwan Xu Feng scientific research institution were also certified by Taiwan health and Welfare Department.

(happy Mickey general manager Qi Kangfeng briefed reporters on professional children's foot health testing equipment)

At this stage, the happy Mickey brand has also been widely recognized in the market. For happy Mickey, who has professional research power as endorsement, consumers expressed great trust and favor. Meanwhile, happy Mitch also rose against the market at this stage and expanded rapidly. The number of terminal stores expanded to nearly 2000, and brand influence and market performance improved significantly. With healthy children's products open up a new path to open up a blue ocean market, Qi Kang Feng has undoubtedly led happy Mickey to a new road to redefine the market.

Focus on consumer recognition, "we sell not only products, but also the extension of service and value".

In 2013, happy Mitch introduced into the clothing product system, providing more healthy children's products for Chinese children while enriching product categories. In 2014, happy Mitch officially launched the brand promotion strategy, carried out the comprehensive upgrading of the brand, endowed the brand with the cultural connotation of "happy", and tried to cultivate the loyal consumer group that truly belonged to the happy Mickey brand through the humanistic atmosphere of rich culture of technology and health products.

(happy Mickey gives the brand "happy" cultural connotation)

2015 is an important stage of the happy Mickey brand promotion strategy. In terms of brand, happy Mickey, through cooperation with professional communication agencies, enriches brand publicity information, optimizes brand image, and integrates three-dimensional communication resources to further expand brand influence. In terms of products, happy Mickey further enriches product categories, comprehensively promotes the integration of shoes and clothing works, and improves product lines of other children's accessories through cross-border cooperation. In terms of terminal channels, happy Mitch has fully promoted the experience type terminal, and has set up children foot health inspection equipment in major stores nationwide. At the same time, improve the professional quality of terminal service staff, and strive to provide consumers with higher product value and better consumption experience. In response, Qi Kang Feng said: "we will invest heavily in scientific research projects on health shoes. Happy Mickey has launched foot biomechanical strategic cooperation with many professional institutions such as China leather and footwear industry research institute, Taipei University of science and technology and Taiwan Medical College, and imported health shoes items. Through professional equipment foot detection and matching shoes, it provides important reference for children to choose shoes correctly, to ensure healthy growth of children, and also to enhance our brand competitiveness. We sell not only products, but also extensions of services and values. "

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