CABBEEN To Create A Full Channel Community Marketing To Seize The Market Share Of Chinese Children'S Clothing

According to the data from the prospective industry research institute, from 2013 to 2017, the market growth of the children's wear industry in China reached a composite growth rate of 9.68%, leading to men's wear and women's wear. In 2017, it was known as the "first year of the children's clothing market" in 2017. The size of the Chinese children's wear market exceeded 150 billion yuan, and it is expected to exceed 280 billion yuan by 2020.

Obviously, with the opening of the second child policy and the increase of middle and high-end income families, Children's wear industry At the stage of rapid growth, luxury brands, fast fashion and sports brands are taking advantage of the "bonus" of children's wear. At present, the market demand for high-end children's clothing is the most exuberant, and the explosive expansion will usher in the next few years.

　 The diversification of children's market demand has given birth to more new formats and new brands. Many domestic and foreign apparel groups have launched children's wear lines in succession, in order to continue the DNA of the main brand. For example, Zara kids, H&M kids, little MO&Co., JNBY by JNBY, Cabbeen Love and so on become Children's wear market New forces.

Take Cabbeen Love as an example, the new sub brand was born in 2018, but relying on its parent company Cabbeen (CABBEEN), it quickly entered the public view.

Aim at the middle and high end children's clothing market in China and continue the Cabbeen brand concept

The strong demand and competition of the market is associated with each other. Cabbeen Love, as a new baby wear brand, relies on the strong VIP group accumulated by the Cabbeen (CABBEEN) for 21 years. These loyal customers are mainly 85-95, they are stepping into the ranks of child rearing force, and the family life of twins has become the pursuit of the millennial generation. Mr., the founder of the brand, said that Cabbeen Love children's clothing is aimed at the potential of China's high-end children's clothing market to match the upgrading of consumer demand.

"Life is bound to end, but love is eternal." This is Mr.'s understanding as a parent from the different stages of his children's growth. Cabbeen Love has been planning since 2017, specially designed for children aged 3-12 to continue the idea of "subversion and popularity" of Cabbeen, which covers different styles of boys and girls, such as light luxury, street sports and sports. In addition, there are Cabbeen Love IP series and parent-child products. And designers look for design inspiration in different countries and cities every quarter.

Create a full channel community marketing mode to seize the market share of Chinese children's clothing.

Choosing the right track is very important, but how to create brand barriers and quickly improve brand identification is also crucial. As for how to break through the tight encirclement and seize the market share of Chinese children's clothing, this is for China. Clothes & Accessories Cabbeen, which has 21 years of experience in the market, is not difficult, mainly through the following points:

Brand recognition. Cabbeen Love's brand core culture is "adult tide, small children wear", through the brand design constantly output artistic creativity, design closely follow the trend of the trend, to create a modern and fashionable clothing series for children. To convey the curiosity, creativity and opinionated children's genes to consumers, it is easy to resonate with consumers.

We should control the tone and quality of products. The quality and material consumption of children's clothing is the most sensitive part of consumers. In addition to strictly abide by the national standards for the quality inspection of children's clothing, Cabbeen Love abstracts market differences, and applies embroidery, embroidery and other high-end handicrafts to choose soft and comfortable ones. Fabric To control the quality of products.

In terms of cross-border cooperation, Cabbeen Love will work together with the highly popular or well known and vivid cartoon characters to create a pattern IP series. At the same time, we will work together with cross disciplinary artists to develop an original theme motif series with brand recognition.

In marketing, the brand will meet the children's growth environment and meet the children's daily dress and different scene needs at all stages of growth through the creation of a full channel community marketing model. Mainly through a variety of channels to interact with consumers, including micro mall, social networking platform, entity stores and so on. Establish "tide dad Fan Club" and develop the marketing mode of urban partners.

In addition, Cabbeen Love will integrate channels, through WeChat public number, Xiao Hong Shu, jitter and other social platforms to accurately deliver content, more in-depth understanding of the needs of consumers, seeking brand identity, starting from consumers and returning to consumers, thus forming an omnibearing marketing force.

The first store is located in Guangzhou. It plans to add 30+ independent stores by the end of this year.

Since the launch of the new brand, there are more than 30 comprehensive stores in the first tier and second tier cities nationwide. The Cabbeen Love children's wear brand also opened its first offline store in Guangzhou's good Plaza, and designed the main axis in the wonderland of Alice's Adventures in Wonderland. Combining the theme concept of "tree hole time tunnel", it created a unique spatial experience of a fantastic world.

It is understood that Chengdu's Joy City, Wuhan Qun Guang, Xiamen SM square shop, Shenzhen Huaqiang North trade, Guiyang Jinyang China World Trade Center, Guangxi Liuzhou the Mixc and so on have identified the establishment of Cabbeen Love independent stores. Cabbeen Love will develop in parallel with the mode of direct sale + consignment, and it is expected that by the end of this year, there will be 30+ independent stores in Guangdong, Guangxi, Hubei, Hunan, Fujian and Sichuan. CABBEEN's 1000 stores cover all provinces and cities nationwide, will choose several key business circle core store shelves Cabbeen Love children's wear series, but also gradually strengthen cooperation with high-quality social and experiential shopping mall, enhance brand service and value.

Adhere to "change, remain unchanged", the group achieved 558 million yuan income in the first half of this year.

As an adult garment. Children's wear Cabbeen Love, in addition to continuing the classic style of leisure brands, is constantly taking innovative measures, actively addressing the challenges and focusing on the future trend of the apparel retail industry.

Over the years, Cabbeen has consistently adhered to multi brand business innovation and adhered to the development strategy of "change and remain unchanged". What is invariable is: sticking to the self, adhering to the high requirements of product design and quality, and changing the lifestyle and consumption pattern of consumers.

According to the latest financial results of the parent company Cabbeen of Cabbeen Love children's wear brand, the income in the first half of 2018 (up to June 2018) reached 558 million 100 thousand yuan, an increase of 37.5% over the same period last year, and net profit reached 109 million 100 thousand yuan, up 24.1% from the same period in 2017. Sales target in the second half of 2018 is expected to grow by the same period in the first half of last year.

For Cabbeen group, children's wear is a start to zero. It's a breakthrough to show the multifaceted nature of the brand from a new perspective. Cabbeen Love will become the main development brand of Cabbeen group in the next three years and the main growth point of its performance.