2011 Children'S Enterprises Promote Brand In Depth

The industry generally believes that these years is the shuffling period of children's clothing, whether the war is burning more and more intense? Last year 10 million yuan, 30 million this year, next year 70 million, from Green's click tick children's clothing in recent years, a straight up advertising investment cost, we can see a spot.

In the decisive period, it is obviously not enough to win the ambition and capital.

Standing on the shoulders of sports, men's wear and other shoulders of children's clothing enterprises have been deeply aware that advertising can not simply "foolhardy."

So, or holding events or pushing the same name movie or buying science and education columns, two years ago, children's clothing enterprises began to try to take a different brand promotion in depth.

2011 "war" more violent

In fact, this year's war is unprecedented.

CCTV, Golden Eagle children and other major media were first besieged by many Fujian children's clothing brands.

First, since Green spent tens of millions of years on CCTV children's channel "small test knife" last year, it launched the annual high frequency advertising, which cost 30 million.

Later, during the summer vacation, Jamie bear and the animated cartoon of the same name in Quanzhou's Sheng Ke company also showed "a show" in the national media such as CCTV children, Golden Eagle cartoon and so on.

By next year, the smell of smoke will be more intense.

Just last month, at the commissioning ceremony of the "children's clothing city project" with Green's output value reaching 300 million yuan, Zhao Jianhe, chairman of the board of directors of Green, revealed publicly that the advertising fee of 70 million yuan to 100 million would be invested next year.

And the staff of Mamie Marka's children's clothing in Quanzhou's Bao de group also revealed that Mamie Marka will spend 70 million advertising fees on CCTV children in 3 years.

"A few years later, children's clothing will have more than ten brands occupying 40%-50% market share.

In 2011, for the children's clothing enterprises that had entered the decisive period, they had seen a "gale blowing cloud".

The industry generally believes that these years is the shuffling period of children's clothing, whether the war is burning more and more intense? Last year 10 million yuan, 30 million this year, next year 70 million, from Green's click tick children's clothing in recent years, a straight up advertising investment cost, we can see a spot.

In the decisive period, it is obviously not enough to win the ambition and capital.

Standing on the shoulders of sports, men's wear and other shoulders of children's clothing enterprises have been deeply aware that advertising can not simply "foolhardy."

So, or holding events or pushing the same name movie or buying science and education columns, two years ago, children's clothing enterprises began to try to take a different brand promotion in depth.

2011 "war" more violent

In fact, this year's war is unprecedented.

CCTV, Golden Eagle children and other major media were first besieged by many Fujian children's clothing brands.

First, since Green spent tens of millions of years on CCTV children's channel "small test knife" last year, it launched the annual high frequency advertising, which cost 30 million.

Later, during the summer vacation, Jamie bear and the animated cartoon of the same name in Quanzhou's Sheng Ke company also showed "a show" in the national media such as CCTV children, Golden Eagle cartoon and so on.

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By next year, the smell of smoke will be more intense.

Just last month, at the commissioning ceremony of the "children's clothing city project" with Green's output value reaching 300 million yuan, Zhao Jianhe, chairman of the board of directors of Green, revealed publicly that the advertising fee of 70 million yuan to 100 million would be invested next year.

And the staff of Mamie Marka's children's clothing in Quanzhou's Bao de group also revealed that Mamie Marka will spend 70 million advertising fees on CCTV children in 3 years.

"A few years later, children's clothing will have more than ten brands occupying 40%-50% market share. By that time, children's clothing enterprises will have a decisive position in the market."

It is such a prediction that Huang Liangsheng, the general manager of little playboy, feels that the competition for children's clothing brands has intensified in recent years.

To grasp the opportunity to shuffle the industry, to bring up its brand with the help of brand promotion and rush out of the encirclement, has become the biggest reason why Huang Liang Sheng and other children's clothing business owners are struggling to consider how to advertise next year.

Classic case Green: tell the story to the end.

In fact, next year, Green will not only increase the intensity of advertising, but more importantly, they will seize the selling point of cultivating children's story telling and continue to interact with them.

A few days ago, Zhao Jianhe disclosed that CCTV will be held next year.

Ruan Shitao said that the competition items were identified as story telling.

"Tick tick advocates a warm family relationship. When parents and children create stories together, when parents guide their children to tell stories, this is itself a parent-child activity.

Moreover, children's ability to express is very important, by telling stories will not only exercise children's stage performance, but also a good exercise for children's ability to express.

Ruan Shitao believes that through competitions, consumers can interact with each other closely, making close contact between brands and consumers, and storytelling can make competitions more extensive than singing competitions.

Green did not only play the interactive pmission of "story telling" through competitions. Green also launched a series of animated serial stories featuring "cubs" as the main story. He published story books and animated discs, presented them to children, and opened storytelling at shop terminals.

"Every quarter we will develop several stories around our brand's" love connotation "based on fashion trends and hot topics, and extract some elements from the designer into the design of children's clothing.

Ruan Shitao said.

Ruan Shitao said that in the future, the brand promotion of click tick will also revolve around a main line, and integrate R & D and marketing through soft implantation.