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From Wahaha Children'S Clothing To See The Dilemma Of Children'S Wear Brand Extension

2008/11/8 10:41:00 91

While seeing the huge profit cake of children's clothing industry and choosing brand extension and diversification, enterprises should also see their distinctive business models and risks. Money does not necessarily lead to success.

In recent years, the road of Wahaha's diversified development has gone further and further. By intervening in the children's clothing market, its so-called "first step in cross industry management" has also come out.

However, after all, children's clothing is different from Wahaha's "food and drink" industry, which is worrying.

Zong Qinghou also exposed his bottom material: "children's clothing, we also feel the stones across the river, and ultimately let the market speak, let consumers speak."

This shows that Zong Qinghou, besides being a deeply worried entrepreneur, seems to be showing that Wahaha children's clothing will not be able to ride his brand influence.

The problem of brand extension

Brand extension usually has the following three ways:

One is the extension of the product category, such as Wahaha in children's nutrition liquid, fruit milk, pure water, very cola, tea beverage and so on.

Second, the extension of the same industry category, similar to Wahaha, is a big category of "food", whether it is a product that drinks, or a melon seed and the instant noodle that will be launched in the future.

Third, the span extension of non identical products and the same industry category.

But it needs to be unified under the brand's core value image, and there is a large degree of overlap in the brand consumer groups.

Wahaha promotes children's clothing known as green and healthy. It is the extension of the audience's overlap under the command of the core value of providing health products for children over the past decade.

However, span extension is a turning point and even a dynamic re integration of brand core image.

But wow ha seems to have not paid enough attention to this.

As follows:

1, brand awareness has not yet been successfully pferred.

When we think of Wahaha, let us think of children's food. Now, Wahaha, if we do not guide or guide enough efforts to wear children's clothing, will easily give consumers who bought the Wahaha products before, it is very abrupt or even weird.

Once the consumption psychology is not adapted, it will naturally affect consumers' acceptance of Wahaha children's clothing, and then affect their consumption behavior.

2, there is no dynamic reintegration of brand image.

As mentioned above, Wahaha's most important brand recognition part is about children's "eating and drinking", and then thinking about it is something about health, nutrition and happy growth.

If we continue thinking this way, we will find an important tool to change the children's consumption discomfort.

That is "Mom I want Wahaha" in the rich meaning of "Mom I want" four words.

Just imagine what children can get from "Mom, I want".

Nutrient solution, fruit milk, AD calcium milk...

And Wahaha children's clothes!

This will not only try to avoid the problem of brand cohesion caused by Wahaha brought by children's clothing, but also, "Mom, I also want Wahaha children's clothing" to be accompanied by the spread of children's clothing listed in the north and south of the Yangtze River. The extension of Wahaha's brand cognition and the reintegration of its image may also be handled well.

In addition to the above two problems, there are also the problems of Wahaha children's clothing: the trend of brand adult becoming more and more obvious; and the price gap between children's clothing and Wahaha products.

The last question concerns how to make consumers speak and choose Wahaha children's clothes.