Cheng Xueguo, General Manager Of Semir, Teaches You How To Dig Out The "Gold Mine" Of Children'S Industry.

Who has the best money to earn now?

Children and children, of course, small pots and pet pots.

Children's industry mainly serves children aged 0 to 12. The products cover a wide range of children's "eat, wear, use, live" and other aspects. They are very rich, like a huge "gold mine" with huge reserves.

According to the National Bureau of statistics, the children's wear market in China has entered the outbreak period. By 2021, the children's wear market will be more than 290 billion.

For China, the concentration of children's clothing brands in the world is relatively low, indicating that the growth space is quite large.

But this cake is big, but children's market is faced with multiple opportunities and challenges of industrial segmentation, foreign capital brand competition and market segmentation.

The extent to which each business can be divided depends on the extent of its own product development and business mode innovation.

For the endless development and innovation of children's industry, Mr. Cheng Xue Guo, general manager of Semir Zhejiang Limited by Share Ltd complex project, said so.

"The development and innovation of children's industry can be carried out in four ways: 1, to build outstanding brands around lifestyle; 2, to bring high value, high quality and high professional products to consumers; 3, to actively promote international development and external cooperation; and 4, to focus on core strategies to promote high-quality development."

First, build an excellent brand around lifestyle.

Mr. Cheng Xueguo gave a detailed introduction to the four major methods: first, we should start with "image" and innovate the space experience and store model.

In today's world of seeing everything, not only people, but also a shop.

Therefore, we should first upgrade our visual performance to create a good shopping experience - children's zero resistance to lovely things, and then create an independent brand store.

1. Increase the volume of the explosion.

"Secondly, in today's era of wine and street, publicity is particularly important -- increasing brand publicity and building traffic engine! Taking Balabala data as an example, it has more than 1000 joint activities with shopping malls, totaling over 5000 passenger traffic, and interacting with over 200 thousand households. In addition, 40 shopping mall advertising sites were supported and advertising campaigns in Beijing, Shanghai, Guangzhou, Shenzhen, Wuhan, Chengdu, 6 high-speed rail hub, Beijing, Shanghai and Shenzhen Metro were carried out.

It is estimated that the proportion of marketing investment will exceed 60% in 2018.

2, "hot search" on manufacturing topics.

Mr Cheng Xueguo said that publicity was not enough, and even popular stars were constantly creating topics for hot searches.

Therefore, the topic of detonating channels and strengthening brand building can not be overwhelmed by brand wave.

Among them, it is the most common way to establish a theme brand flash shop and cooperate with the popular cartoon IP.

3, cross-border cooperation to enhance influence

Because of a fashion week, Lining's stock price has been rising to a new height, which shows how strong the fashion week's magic is.

Seize the opportunity to appear in the international fashion week, can quickly expand the brand influence.

In addition, fashion is the eternal topic of discussion in the clothing industry. Even luxury brand LV has been jointly produced with Chao brand Supreme.

Therefore, designers and celebrities, fashion magazines and so on, to carry out fashion cross-border cooperation, and further enhance the brand fashion influence.

Two, we are committed to bring high value, high quality and high professional products to consumers.

Even if the packaging is exquisite, if the product is not good, it can only be consumed at one time.

And seriously damage the brand image.

"Yan value" is important. "Connotation" is more important.

1, one-stop consumption to meet multiple wishes at one time.

Although consumers are more concerned about consumption experience and consumer demand, most people have one thing in common: laziness.

Mr. Cheng Xueguo said that the "9+1" category can provide consumers with one-stop, whole class, whole age consumption - Baby area, children's District, middle and large area, sports area, home area, shoe area, accessories area and entertainment experience area.

2. Walk in the fashion world of children.

For clothing

Even if

The design is also very important. Now some of the 90's have entered the industry of the father and mother. Most of them want to dress their children up as tide boys.

"In consultation with international fashion consultancy, we will study the trend of the international fashion, understand the latest trend of children's fashion, and create high value products."

3, find God level teammates, quality assurance.

No matter how the consumer's demand for clothing looks, there is one thing that they will never change -- the quality and safety of clothing.

Especially children's clothes, rather expensive, not inferior! Mr. Cheng Xueguo said, the skin of children is quite delicate, and the requirements for clothing materials are naturally more stringent. From raw materials to fabrics, and finally to finished products, they are co operated with internationally renowned businesses, and the quality of products is more assured, and the parents are more assured.

Three, actively promote international expansion and external cooperation.

After opening the door to reform and opening up, China's economy has made rapid progress.

President Xi Jinping also said at the Boao forum for Asia that the door of China's opening up will never be shut down. It is as good as national policy, small to brand development, and "going out and bringing in" is equally feasible.

1, open the international gate and go out to introduce it.

Mr. Cheng Xueguo said that Balaba has done a lot of work on the road of brand internationalization, and has made little achievements - the breakthrough in Saudi market; the expansion of Novosibirsk business; the establishment of Hongkong office; the presence of mainstream shopping centres in Southeast Asia.

In addition, as early as 2014, balbala brand began to layout the international market, and now has opened more than 10 stores in Russia, Kazakhstan, Iran, Iraq, Saudi Arabia and other countries.

In March 19th of this year, Semir signed the development and licensing agreement with The Children 's Place, the most professional children's clothing brand in North America, and reached long-term strategic cooperation to enrich children's brand portfolio.

2, the size of the brand determines the key victory.

　　

In fact,

Just a branch of children's exhibition industry, early childhood education, parent-child experience, education and so on are the blue ocean of children's industry.

Mr Cheng Xueguo said that the size of a brand determines the key to victory and does not allow immediate interests to limit your imagination.

Semir's children's industry, in addition to children's wear plate, also invest in children's story APP, parent-child experience paradise, early education center and other formats.

Four. Focus on core strategy to promote high quality development.

There are many ways, but there is only one purpose. Therefore, it is necessary to return to the core strategy to promote high quality development.

First of all, Mr. Cheng Xueguo said.

To speed up the layout of first tier cities and new front-line cities, such as Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, Hangzhou, Wuhan, Xi'an, Zhengzhou, Tianjin, Tianjin and so on.

Second, from face to point, deepen strategic cooperation with well-known commercial institutions. It is expected that in 2018, there will be Balabala in over 1000 shopping centers, over 100 Oteri J and over 1100 department stores. The total number of shopping centers in the pan shopping center is 50%.

In the "point" setting, Mr. Cheng Xueguo said that the new retail wind has blown to every retailer and brand dealer. Therefore, we should further advance the digitalization construction, layout new retail, realize the wisdom store, the whole channel construction, and truly realize the upgrading of consumption experience.