How To Carry Out Multi Brand Strategic Pformation In Children'S Market In 2017

According to the world clothing and shoe net, children's consumption market has been increasing rapidly in recent years.

This is the birth of children's consumer products in shopping malls and street stores. There are many new brands in the market.

In the brand capital of Jinjiang, the annual production figures are an important award to mark the breakthroughs in the achievement of enterprises in the year. Qi Kang Feng, as a Zhejiang businessman rooted in Jinjiang, is not easy to win this award.

He recognized the direction of development, insisted on the children's cause for more than 10 years, seized the opportunity of the market for children's health products and worked hard, and opened the kingdom of happy Mickey children's health shoes, and found the new market opportunities of the international tide brand children's shoes. The introduction of Duo A dream children's shoes led the company to successfully carry out the multi brand strategic pformation.

In the past ten years, how QQ has operated the happy Mickey brand and pushed the enterprise to the forefront of domestic children's shoes enterprises step by step. How has he led the company to successfully carry out the multi brand strategic pformation?

Create brand, health technology drive enterprises to develop rapidly

In fact, as early as 90s, Qi Kang Feng began to pay attention to the children's market. In the 06 year when he started a company, the market for children's shoes was about to face the golden age of development. The market prospect was very good. The happy Mickey brand came into being in such a big market environment.

Qi Kangfeng put the focus on children's products and put them on health shoes. At that time, it was a very forward-looking idea, and there were few children's shoes enterprises concerned about children's health in China.

"I hope to truly, down-to-earth research and development, production of health technology children's shoes products, to consumers."

Qi Kangfeng said.

The rapid development of happy Mitch brand is largely due to his original intention and insistence on products.

He attaches great importance to the quality of products. Happy Mickey has to develop hundreds of children's shoes products every quarter. All of them need to be tested by him. As long as there are new technologies and technologies suitable for children's shoes, he is willing to try, and he has worked with many professional organizations for a long time to study children's foot health and develop new technologies. This is very rare in children's shoes enterprises.

The author learned that happy Mitch introduced the "healthy shoes" project from 09 years ago, and joined the authoritative bodies at home and abroad to enhance the development and manufacturing technology of children's shoes as a whole. Among them, foot biomechanics strategic cooperation with many institutions such as China leather and footwear industry research institute, Taipei University of science and technology, Taiwan Medical College and other institutions were well known and developed a number of research and patented products authorized by the state.

12, 13 years ago, the establishment of happy Mickey's own "healthy and comfortable children's shoes research center" and "children's foot shoes Technology Experimental Center", together with the Taiwan children's medical orthodontic shoes developed by the Research Institute of Xu Feng, were also certified by the Taiwan health and Welfare Department.

In addition, happy Mickey has also developed an experiential terminal project, which distinguishes children according to their physiological characteristics, and provides shoes for children to choose shoes properly through professional instruments and feet matching shoes.

It is not hard to see that happy Mickey has spared no effort in product quality and technology development.

Now, happy Mitch is among the best in the domestic children's shoes market, and is unique in the field of health shoes, which is closely related to the enterprise strategy of Qi Kang Feng.

Multi brand operation, prying up 90's emerging consumer market

In 2016, Qi Kang Feng led the company to successfully introduce the international animation IP Dora A dream, and invested heavily in the brand building and construction of the new brand.

Qi Kangfeng admits that 10 years after the operation of the company, there are many kinds of business temptations. He insists on the market for children's products and is willing to invest in new brands again, mainly because he always values the development prospects of China's children's products market.

In recent years, children's products market can be said to be in the ascendant, the market capacity is rising, but the market is becoming more and more diversified, and more and more fragmented. Opportunities are more in emerging channels and consumer groups, and the post-90s urban new parents have already become the leading force of mother and infant consumption. Duer A dream children's shoes are aimed at this kind of crowd.

Happy Mickey and Dora A dream are also the main brands of Qi Kang Feng's enterprises. They have obvious differences in brand positioning and have strong complementary functions. This is undoubtedly a new profit chain for the enterprises in the same category, and has successfully carried out the horizontal integration of the industrial chain.

Its target consumer group is the urban fashion parents, while Dora A dream shoes are the main trend generation parents. In terms of brand and commodity style, happy Mickey takes the urban leisure style, the main body is "healthy shoes", while Dora A dream highlights the international trend, which has the obvious advantage of International Animation IP.

In addition, in terms of market channels, happy Mitch positioned three or four lines of cities and towns, duo A dream positioning the first and second tier mainstream shopping mall, large department stores, shopping centers and so on.

It can be said that these two brands enjoy the advantages of the same industry chain, and have different brand operation ideas. This is a test of the comprehensive operation ability of the enterprises.

Qi Kangfeng pointed out that "our brand operation management team is a senior in the industry, and the upstream and downstream supply chain is also one of our strengths.

After the introduction of the new brand, happy Mickey and Dora A dream set up separate R & D departments separately, and the product development is completely independent. This is mainly to ensure that the two brands maintain their own commodity styles and develop independent dominant categories and technology products.

Under the leadership of Qi Kang Feng, in less than a year, duo A dream children's shoes spread all over the shopping mall, large department store supermarkets and shopping centers in all major cities of the country.

The four major products of street tide, parent-child, health and popularity have made a very good response in the national consumer market.

Looking at the next stage of development, Qi Kang Feng said that the company will create "made in China +".

The independent research and development design team and production hardware equipment with the forefront of the industry have inherent advantages.

At present, the company has 5 modern production lines with international standards and more than 1000 sets of production facilities, which can be scientifically operated in strict accordance with high standards to ensure that every pair of children's shoes is highly demanded.

Whether it is the early single brand operation or the multi brand strategic pformation, Qi Kang Feng has always regarded the product as the foundation of the enterprise's success. This is probably his success.

Through analysis and research, the author puts forward the following points of understanding and thinking for children's industry.

How big is the market size of the children's industry?

China's infant and child industries have created an output value of about 900000000000 yuan. In 2011, the total market size of children aged 0-12 years in China was about 1 trillion and 150 billion yuan, and the children's market will maintain a high growth rate of about 15%. Some experts predict that by 2015, the children's market may reach 2 trillion yuan, and the prospect scale can reach 3 trillion yuan (4 trillion of subprime mortgage crisis, 2 trillion of water pollution control).

Characteristics of consumer groups in children's industry

The children's industry mainly serves the consumer groups between 0 and 12 years old. The main feature of their consumption characteristics is "subrogation consumption", that is, the group and consumer groups are basically separated from each other. When buying and using consumer goods, most children have no independent consumption consciousness, and at the same time, their independent consumption ability is not enough. Therefore, most of the purchasers of children's consumer goods are children's family members or gifts from children's relatives and friends.

Children's industry is not a sunrise industry, but an evergreen industry.

Domestic media

Known as the sunrise industry, the children's industry is a huge "gold mine" of "reserves", which contains unlimited business opportunities, and this value is gradually released.

An important basis is that according to the statistics of the National Bureau of statistics, with the gradual growth of the 80's into the peak period of fertility, from 2007 to the end of 2011, China has ushered in a baby boom, with about 16 million newborn babies born every year. Especially after the release of the "twin child" policy in 2014, the new population in 2015 is expected to reach about 20 million people. In the next three to five years, China will have fourth birth peak periods.

It will usher in a new round of baby boom.

For more information, please pay attention to the world clothing shoes and hats net.