Children's Shoes Enterprises Re Combing Brand Marketing Mode

In recent years, through campus interaction brand Promotion means is a very common phenomenon in today's adult sports goods brand. In view of their own development characteristics, there are targeted sponsorship related activities to enhance their students. Fame It has a great effect. Quanzhou Children's shoes Brand is changing marketing ideas, drawing on adult brand promotion strategy.

However, this kind of marketing method is used by children's shoes brand. Its effect is still in practice. Is it necessary to "start" or "seize" the parents who have the final purchase decision based on the consumption characteristics of children's articles?

For children's shoes, brand management is a very troublesome thing. Children's shoes brand should not only educate their children, but also persuade their parents. There is no affirmative saying that the promotion of children's shoe brands will ultimately be good for children or for parents.

From sponsorship to initiative in campus activities

A few days ago, the reporter learned from Kate (China) Limited. Next, Kate will plan some ingenious campus sports games. Through sponsoring the children's sports equipment, or providing prizes, let Kanding's brand marketing antennae be closer to the small consumers through the related campus activities. This also means that the marketing idea that takes children's consumption behavior as the main line will be reorganized and gradually penetrated into the channel of brand communication after Kanding.

Previously, all the equipment on the "sunny Strait" on both sides of the Strait were provided by ABC children's products. Through the "sunshine channel" such a public and non-governmental cross-strait exchange activities, ABC's lovely head portrait left a deep impression on the children's hearts.

In fact, adult brands are particularly interested in sponsoring student activities because they are the simplest, most direct and effective way for businessmen to enter the campus. In view of their own development characteristics, targeted sponsorship related activities can enhance their reputation in students.

However, for children's products brands, there are few activities associated with campus. Fang Weicheng, the brand manager of Kate (Fujian) children's products Co., Ltd., envisages that children's product brands should interact face-to-face with their customers, especially designing some theme campus activities. In order to attract children to participate, Kate is no longer simply sponsoring the activities initiated by some schools, but is doing some campus activities to convey the brand and family ties in some elementary schools in the whole country. Campus activities with brand theme culture are easy to resonate, and also leave some impressions of the brand in the minds of children.

At the same time, it has been revealed that some children's shoes brands in Quanzhou have cut down some advertising budgets and intend to use them for public relations activities on the ground. The way of marketing based on campus activities has increased the interaction between brand promotion and ground sales to a large extent, and is closely related to the dissemination of online and offline businesses. "I dare say, the marketing campaign of Quanzhou children's shoes brand has started." Fang Weicheng told reporters.

In Fang Weicheng's view, if a child's shoe brand has a long-term brand strategy, it will tend to cultivate children as future consumers. Because they are less constrained by culture and are more receptive to new things. If children like these brands from childhood, they will naturally become loyal consumers of these brands when they grow up. In other words, a good brand of children's shoes will be accompanied by the growth of a generation. "The brand of children's shoes when they are 4 years old may still be used at the age of 15, and the consumption age span is not short." Fang Weicheng laughs, "the brand of children's shoes must be picked up from the campus."

If children's shoes are to be pleasing to these groups, they need to know if they like radish or "green vegetables". The brand of children's shoes must be built on the basic structure of advertising appeal on their consumption psychology and consumption needs, so as to get the recognition and acceptance of this group. Ma Defeng, marketing director of Mingwei small camel, told reporters that the target group of small camel brand is Zhongda child. In many cases, this group of children on campus not only participate in purchasing decisions, but also gradually become the main decision-makers of children's shoes. This also requires that children's shoes should communicate with them in the way they give their best. "Obviously, campus promotion is consistent with this approach."

We need to go through two ways.

Generally speaking, the buyers of children's shoes are parents. In the process of purchase, parents are both decision-makers and purchasers, and children who wear children's shoes finally play the role of an influencer. Therefore, for children's shoes products, brand management is a very troublesome thing. Children's shoes brand should not only educate their children, but also persuade their parents.

And the brand marketing antennae of Kanding are closer to the small consumers through related campus activities. Does this mean that the marketing idea that takes children's consumption behavior as the main line will be reorganized and gradually penetrated into the channel of brand communication after Kanding?

Chen Binggao, vice president of Wan Tai Sheng (China) Limited, looks at this problem from another angle. He believes that as the object of payment for children's shoes, parents will be the first gatekeeper to choose children's shoes. Children's shoes advertising and children's shoes marketing should first be done to parents of children. "When they buy children's shoes for their children, they will first pay attention to whether the brand is professional or not, and whether they are the best brands in the industry." Chen Binggao told reporters that the brand sense of children's shoes will directly affect the choice of parents. "Therefore, for children's shoes enterprises, the development of children's shoes can not be made into children's products by changing the packaging form of adult products. We need to understand the professional concept of" preparing for children only, "so as to win the hearts of parents. In the same way, whether the campus promotion activities can be recognized in the end is also related to the parents' "pass".

To this end, Wan Tai Sheng children's shoes brand sponsored the national youth basketball elite competition some time ago, and created the "professional" image in the eyes of parents with the help of events.

However, in the new era (Fujian) Sporting Goods Co., Ltd. Brand Manager Huang Jinyang view, now the domestic children's shoes brand has not yet a sports brand like ADI, Nike, Anta can learn from the successful mode, "children's shoes brand promotion finally" drop position "in children's good, or parents good, not yet a positive argument. During this period, the new era sports brand entering the field of children's shoes is also thinking about the brand promotion channel of children's shoes.

"Children's purchase behavior is greatly influenced by emotional motivation. This group often shows impulsiveness and instability. Seeking novelty, being competitive and curiosity can promote children's desire to buy and affect their parents' buying behavior." Huang Jinyang told reporters that the product of children's shoes should emphasize that the products have various functions, unique appearance and exquisite packaging, which are in line with the psychological characteristics of novelty seeking, novelty seeking, beauty seeking and mobility. "Children's shoes products can be distributed to children in campus promotion to arouse their interest. Just imagine, if children are not interested in this product, can parents buy it? "

The purchasing power of "big guy"

Ms. Wu, who lives in Jinjiang, is a 10 year old mother. She told reporters that she bought children's shoes for her children. "Just like some time ago, Xiao Beibei came back to me and told me he wanted a pair of shoes for" go away "because many people in this class were wearing this slippery shoes, and he would not play with them if he did not wear them. I was begged for nothing, so I had to buy it.

Interestingly, when the reporter quietly asked Xiao Beibei, "what if Mommy doesn't buy you those shoes?" Xiao Bei told the reporter in a low voice, "I have lucky money, and my aunt, Grandpa, grandma." Mrs. Wu laughed at this: "now children, people are big."

In Ms Wu's view, the purchase of this type of children's shoes is obviously not her decision making, but "her children are unwilling to be inferior to others, and the children's demands are not negotiable".

In this regard, Wu Bo, a brand marketing expert of children, believes that children's consumption behavior is highly transferable and easy to be influenced by external factors, such as parents, peers, classmates, teachers, etc. If the brand of children's shoes can affect several people in this group of children, then these children can influence the group of children in turn.

On the other hand, children themselves are a powerful consumer group. Wu Bo said that with the increase of children's age and the improvement of living standards, there are more and more disposable money available to children. The annual gift money is also a "big proportion" of children's pocket money, and children's direct purchase behavior will gradually increase. "More than 20 years ago, almost one hundred percent of the purchase rights of children's shoes in the hands of adults are now in many parts of the hands of children." Wu Bo told reporters that when parents used to give their children pocket money, they were asked to save up until their children needed and knew how to spend it, but now many parents give their children pocket money to learn how to spend and adapt to society as soon as possible.