Four Strokes To Teach You To Stand Steady Children'S Clothing Market

It is an indisputable fact that it is a fat cake. The total volume is estimated to be 100 billion.

However, the children's clothing market in China is facing some embarrassment.

Half of the country is occupied by foreign brands, even if the remaining 50% share, of which 70% of children's clothing is still in the state of no brand competition, the remaining 30% of the poor are in the hands of state-owned brand children's clothing.

How to attract children and parents' eyes, expand sales market and create their own brands is imminent.

First move

Locate accurately

Brand is to give consumers a feeling, including product grades, characteristics, personality, target consumer groups and so on, to give consumers a distinct image.

But before 2010, children's clothing brands that could recognize and do this were few and far between.

Especially those who enter the children's clothing industry early, except for LOGO, it is almost impossible to leave any impression on the consumers. This is obviously not suitable for the children's clothing market environment nowadays.

Therefore, it is the focus of children's clothing enterprises to identify their location and to shape their brands through market segmentation, personality mining, function development, product design, store image and so on.

At present, from the price of products, the domestic low-end market is flooded with a lot of cheap products lacking brand awareness.

Generally located in the middle end.

This price positioning is almost the same as that of foreign brands such as ZARA and GAP, even more expensive than UNIQLO children's clothing.

From the price point of view, brand children's clothing can not take this as their own advantage.

The next few years will definitely be the new year of children's clothing brand promotion. After a few years looking back, you will see that the children's clothing brands in China can be very decent. They already have their own style and have their own image and have won the hearts of the people.

In fact, children's clothing is expensive and inexpensive in the minds of consumers, which is compared with their psychological price.

For example, a garment that consumers think is worth 500 yuan, while a merchant sells for 350 yuan, consumers feel the value of buying and the price performance ratio is high.

How to achieve the 500 yuan is to mold the brand.

The key to the competition between domestic brands and international brands lies in shaping the brand.

Second strokes

Strengthening traditional channels to develop electricity providers

At present, the sales channels of brand children's clothing include: first, provincial, district agents and single store franchisees; two, brand Direct stores; three, wholesale clothing agents in all parts of the market (mostly low profile brands); four, mature mother and infant channels (such as Beijing's Yue you, Zhuhai's baby friendly Island); five: e-commerce channels (Taobao, Jingdong, Dangdang, Mcglaughlin, own platform, etc.).

For brand children's clothing, the general consensus is to do a good job of infrastructure construction, especially the construction of stores.

It has been mentioned that there are few advertisements for children's wear brands. The main reason is that their sales and brands are smaller than those of adults, and the number of stores is insufficient. Large scale advertising will only cause terminal indigestion.

Therefore, all brands of children's clothing are riveted enough to lay stress on the construction and construction of channel terminals.

In addition, almost all children's clothing brands have a common action, which is to increase the construction and promotion of e-commerce channel.

At present, on the large online shopping platform, such as Taobao, Jingdong, Dangdang, Mcglaughlin, red children, Yue you and other platforms, there are more and more children's clothing brands.

And those powerful brand children's clothes are scramble to build their own online shopping platforms when they rush to Taobao, Jingdong and other large online shopping platforms.

For example, Parker lane has a child Library (has increased the number of Beijing subway), Mi Xidi has state purchase, Royal baby has mummy buy and so on.

Third move

Communication strategy tilts to digital media

Limited to a relatively small budget, children's clothing brand advertising is also very targeted.

Usually, like Barbara,

The famous children's clothing brands such as tticai will spend most of their budget on TV commercials, and usually focus on children's channels.

Another big piece is the LED advertisement of subway stations in the first tier cities.

With the increasingly large number of Internet users, more and more parents are getting used to getting relevant child care information from the Internet and mobile Internet. Especially after 80 and 90's parents, the habit of media contact has been pferred to the Internet, and even children themselves have begun to contact the Internet in a wide range. Therefore, children's clothing is the most important category of children's consumption, and its dissemination in digital media will be the general trend.

The proportion of digital media in children's clothing advertising is rising.

Many kinds of advertising methods, such as network content implantation, micro-blog, App application marketing, which are already used in many fields, will also gradually appear in children's clothing.

Fourth strokes

Deep data mining

When most children's wear brands still stay in advertising to contact consumers, other children's clothing brands have been thinking about how to start from each customer, to carry out personalized data analysis, thereby pushing more accurate advertising information.

To achieve this, it is necessary to contact the Internet. It is also necessary to accumulate huge amounts of client database resources, and also rely on a large background operating system.

This is the work of data mining and CRM Management (CRM).

Now the children's clothing brand that can do this is represented by the green box, because the green box is an "Amoy brand", a brand built by the Internet, and its genes determine the possibility of digging up huge amounts of data.

The electricity supplier industry is saying that the industry of deep data mining is more "people-oriented".

Because on the electronic business platform, customers' purchase traces can be left behind, which will provide accurate data analysis and the next push.

The essence of the electricity supplier is from the information acquisition to data analysis, and then to information push process. Some traditional enterprises do not win the way of doing electricity suppliers blindly rush traffic.