How Do Children Wear IP? Which Are The Hottest And Most Potential IP Images?

With "Pan 90" becoming the core user of maternal and infant consumption, consumer demand is diversified. Focusing on children's clothing industry, consumers are younger, and brands want to break through. At this stage, IP has become the choice of heavy multi brand businesses.

How to choose a IP? First is the combination of IP and the times, and whether the values are still valuable. The two is whether IP has vitality or new methods. From the perspective of IP marketing, we need to see what the core of Z generation wants.

As consumers change, price performance is no longer an important reference factor for consumers to buy goods. Instead, "interesting but useless" products are more popular with consumers after 90 and 00. Showing the consumption characteristics of "buy me love", IP is a collection of interest points of a group of people, IP can bring fans behind it, leveraging traffic.

More and more cross border joint actions of children's wear show the importance of IP. For example, in March 2019, the X YeeHoO people's education press launched the joint spring and summer series, the July 2019 YeeHoO Ying Shi and Tmall new literary creation, and the UCCA inspiration center.

　　 Children's clothing crossover the most fire IP image

Cross border cooperation in children's clothing, joint fashion IP is also a common play. According to the CBNData consumption data, the highest sales of children's clothing in 2019 were IP Hello, Kitty, man, Mickey Mouse, Donald Duck, ice and snow, and Wang Wang. It is worth noticing that Mickey Mouse and Donald Duck were first surpassed by the series of heroes, and their proportion decreased year by year. Wang Wang Li Da Da Gong, a new IP, had a huge increase in consumption. It was a potential IP. Hello Kitty flourished for decades, even though there was a downward trend in 2019, it was still far ahead of its IP.

The concentration of children's clothing IP is relatively high, but the choice of IP should be combined with the times, so changing is necessary. From the perspective of growth rate, the proportion of children's clothing head IP has been decreasing year by year, and more and more new IP has been developing.

　　 Online children's wear IP sales TOP10

CBNData consumption big data, 2019 children's clothing IP sales growth TOP10 several IP image as shown. The fastest growth of children's clothing IP bread Superman, a cartoon image appeared in 1988, in 2019, "grow new", the growth rate far exceeds other IP; second only to bread Superman's children's clothing IP Wang Wang Li Da Gong, car rally is from the United States, and other children's wear IP mostly from the United States. It can be seen that domestic animation is still relatively weak, and lack of operational capability in IP cash settlement.

　　 Intergenerational consumption preference

At this stage, the consumption concept and consumption ability of the new generation mothers are constantly improving, and they form different aesthetic and pursuit after 70/75 and 80/85. This is closely related to the environment affected and affected at that time. Although 90/95 has become a core consumer, with the opening of the second child policy, the births of the second born are increasing. Most of these contributions were made after 80/85, so the aesthetic preference of this group is also very important. According to the CBNData consumption data, in 2019, online children's clothing IP intergenerational consumption preference, 70/75 preferred Kung Fu Panda, 80/85 preferred Superman mobilization after 90/95, and loved flying dumbbell after 90/95.

The maternal and child industry faces many difficulties, including the growth of passenger costs, the homogenization of brands, and the lack of brand premium. As the number of births continues to decrease, the cost of acquiring customers will increase. Every IP has its own story behind it. IP has its own core values. It has its own fans, which reduce the cost of the customers. With the change of consumers, the price performance is not the most important factor, so the most important thing for the brand to consider is how to make the differentiation of products, increase the premium of products, and enhance the premium capability of products by IP and cross-border.