Children'S Clothing Becomes The Most Popular IP Image In The Cross Border, The Importance Of IP

With the change of consumers, cost performance is no longer an important reference for consumers to buy products. IP is a collection of interest points of a group of people. IP can bring fans behind it and pry traffic. From the perspective of IP marketing, we need to see what the core of Z generation wants.

With the "post 1990s" becoming the core user of maternal and child consumption, more and more cross border joint actions of children's wear show the importance of IP. For example, in March 2019, the X people's education press launched the joint spring and summer series, the July 2019 YeeHoO Ying Shi and Tmall new literary creation.

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. Although 90/95 has become a core consumer, with the opening of the second child policy, the births of the second born are increasing. 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.

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. These factors can reduce costs. 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 product differentiation, increase the premium of products, and enhance the premium capability of IP and cross-border products. From this we can see the importance of IP.

According to the CBNData consumption data, children's clothing IP, which has a very high sales of children's wear online in 2019, has become the most popular IP image across the border, followed by Hello Kitty, man Wei, 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 leading the other IP far away.

Let's take a look at the influence of IP. 2019 children's wear IP sales growth TOP the top ten of the number of IP image.

The fastest growth in children's clothing IP bread Superman, a cartoon image appeared in 1988, in 2019, "grow new", the growth rate far exceeds the other IP; second only to the bread Superman's children's clothing IP Wang Wang Li Da Gong, car rally is from the United States, and other children's clothing IP also 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.