What Rules Should Children Follow If They Want To Cross The Border?

All enterprises are doing cross-border, brand and brand cross-border, brand and star crossover, brand and IP cross-border, and so on, and one characteristic is that the greater the cross boundary, the better the effect.

What is the logic behind this? The new consumers, after 90 and 95, have changed their cognition of some things, and enterprises are trying their best to cater for modern consumers.

Cross border looting

In the January 9, 2019 cherry awards, Dan Sonjason's CMO Su Xiaohui delivered a speech on "crossing the border with visual and stories".

For many standard products, it is difficult to differentiate product function, because human needs are only those, but from visual expression, there can be many innovations.

As a non-standard category, children's clothing is easier to create differentiation on the face value.

The so-called "new vision to create new species", the availability and plasticity of children's clothing also increase the volume of children's wear market, and at the same time, the market concentration is not high.

IP+ brand cross-border Alliance

IP cross border marketing is not uncommon in children's clothing industry. From Disney to helloKitty to piggy page, the endless stream of IP constantly embody children's wear brands.

But Disney and her children's clothes seem to be good for the cool trees, but Disney has not authorized only one company to manage children's clothing.

Therefore, the profit margin of Disney children's clothing with high authorized cost will be reduced.

In 2017, Ann and Disney launched the "Star Wars and ice and snow series" in the autumn and winter new products conference.

In 2016, the 2016 SummerDisney authorized cooperation series launched by Mini Peace of Pacific bird menswear and its children's wear brand was unveiled at the CHIC Convention and exhibition in China.

The products cover shirts, T-Shirts, sweaters, trousers and all kinds of jackets.

Star + brand crossover

The brand of children's clothing will not invest too much in the cost of spokesperson, because there are not many stars suitable for endorsement, but the right influence on the spokesperson is not to be underestimated.

In 2017, with the opportunity of the goddess festival in March 8th, desla officially announced that Wu Chun became the first celebrity spokesperson for desusa. The spread of the variety show of "Daddy's going there" has made Wu Chun's "daughter slave" more vivid and consistent with the business philosophy of descart focusing on girl's clothing.

The span is too large and the main business is in a downturn: when the main business is still in the development stage, too many "side branches" will not only consume corporate capital, but also lead to the main business downturn.

On 2018 6 23, the Limited by Share Ltd announced that the closing price of stock began to decline more than 20% in a continuous 3 trading day in June 20, 2018.

The main reason for the downfall is that in recent years, the development of the birds has not paid much attention to the main business. The birds are involved in insurance, games and other fields. It seems to be related to the main business. Actually, it is not professional, causing the main business to remain depressed.

Frequent cross-border investment and external investment have caused great pressure on the capital of birds of fortune and the phenomenon of insolvency.

Over the past few years, the company has been implementing the M & a pformation plan.

In early 2015, the company announced that the company became the second largest shareholder of tiger sports.

In 2016, you invested in the exclusive operation rights of the Spanish football company and the US basketball equipment brand AND1 in Greater China.

Since the listing, the noble bird, a second-line sporting goods brand, has not focused on how to enter the first tier of domestic sporting goods brands.

Many enterprises, like the great birds, expect to construct capital chain through the way of saving the nation through curves.

However, so far, the enterprises that do sports products have entered other non related industries, and there are few successful cases in the formation of industrial chain.

Therefore, we must avoid quick success and instant benefit in the development of cross-border industries.