Xiao AI Goes Across The Sea To See You Love The Law: I Stand IP This Time.

"Children's clothing market is not" fairy tale kingdom ", although children's clothing is a new market growth point, but really want to do a good brand of children's clothing, we must build a IP with dedicated and professional attitude, and do a good job of IP with a cultural perspective and a beautiful life philosophy. (Jiang Hairun)

In recent years, the IP wave has brought vitality to the development of various industries, and has attracted more and more enterprises to carry out the layout and join the camp of IP empowering brands. In the new consumption and new retail era, cultural IP energy clothing has also become a hot topic. In the afternoon of October 20th, the "beautiful new discovery" of AI Bei Bei "Xiao AI Xiao you" was held at the Ningbo international clothing festival. Two foreign Elves were floating over Haiti to see you.

Brand story

I am a little love, a spirit from the sea, with three beloved pearls, one crystal clear, one goodness, one tenacity. Across the ocean and through the forest, I came to Paris. I met Eiffel aunt Tower from China Tower. I want to go to China with her, to a place called China's Paris, to record beauty with my eyes.

Brand introduction

Alphabet (little love) is France's largest children's wear group Zannier (Group since its creation in 1962 and has nearly 20 world famous brands, including KENZO KIDS, CATIMINI, IKKS, Levis). Alphabet is a brand name for small and refreshing children in art. It focuses on creating first-class taste in clothing and image, emphasizing reliable quality in production and accessories control. In design, designers use more natural and interesting elements, and use gray green and Syringa as the main color system to express pure artistic freshness and high interest and create an aesthetic family life style.

U-JAR (Xiao you) comes from the fashionable children's clothing brand in Italy. The brand of "art girl" has filled the present middle and big children, represented by gray green and yellow, and catered to the market demand of young women's dress for original design and self expression. The life style of foreign travel shows the unique aesthetic angle of the brand and the growth attitude of the little girls. In 2016, it was selected as the ten largest children's wear brand in China.

AI Bei Bei's "beautiful new discovery of little love" is a collection of French and Italy children's clothing styles in China. It is the two brands of Alphabet and U-JAR, which are presented in the form of collects, creating a warm space of love and beauty. There are more than 300 stores in China, which also have huge sales scale and layout. Now it has become a medium and high-end brand in China. Next, the company will focus on the new retail mode of O2O online and offline, and create a IP image of Xiao AI and Xiao you. It will convey smiles, convey beauty and convey love.

Ms. Jiang Hairun, general manager of Ningbo Bai Mu Brand Management Co., Ltd.

After the press conference, Jiang Hairun, the general manager of Ningbo Bai Mo Brand Management Co., Ltd., talked about the original intention of establishing the brand IP. She hoped that every customer would enter the shop, not only to see her clothes, but also to feel love and warmth. Next, small love and Xiao Hao's beautiful wardrobe will gradually be promoted, so that she can become every baby's "beautiful Wardrobe". "Ai FA Bei is much worse than a lot of mature IP, but we have clothing and main category as our bearer, which is our advantage," Jiang said. For the question of whether IP will consider licensing of different categories, she said that IP currently only serves its own brands and products. In the future, AI Faber does not rule out grafting with other brands. AI Faber is willing to introduce, and is willing to seek more cooperation. However, she hopes to retain the uniqueness of her own brand, and the spirit conveyed by the Fabre, which contains brand memory, will never change.

A kind of The five generation shop image of AI FA Bei di

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At present, new retail occupies a new hot spot in the field of sales. Jiang also shares her views on new retail at the interview. She thinks that the new retail must be a concept in the future. The brand must first have the memory point, then use the scene to experience, disseminate in various ways, open the market, and then do more systematic work, such as creating data platform, promoting the online and offline sales of products, and forming a three-dimensional system, so as to create a complete new retail industry chain and sales chain. (Aman Chang, Cao Yang)