Price Is The Biggest Obstacle To The First Child Clothing Brand Sink.

As we all know, Lining is not.

The new face, as early as in 2010, Lining launched a 3 year cooperation with local children's clothing manufacturer Parker blue, but this short cooperation did not meet Lining's performance expectations.

This year, Lining again pushed the children's clothing market. Lining not only chose new partners, but also brought new brand appeal, and also aimed at the new consumer market.

At the 2012 China International Clothing and accessories fair, children's wear hall was divided into eight characteristics.

Many industry insiders believe that children's clothing market is becoming more and more subdivided.

In March this year, Lining children's brand authorization news conference was held in Beijing Lining park.

On the press conference, Lining group announced that in the next 10 years, the Lining brand will be exclusively licensed to Tianjin wide cat children's products Co., Ltd., which is responsible for the operation of Lining's whole category of children's articles.

In my opinion,

The market strategy is to firmly grasp the two words of "subdivision".

The first is its product positioning.

Sports brands are involved in many areas of children's wear. However, there are rare functional demands of outstanding sports to carry out the brand positioning and research and development of children's clothing.

Li Ningxin, director of business development department Nan Peng, believes that the current design of children's clothing mainly meets the parents' aesthetic and brand appeal, including the market share of the first and second Adidas and NIKE, while Lining's children's clothing highlights the demand for professional sports protection.

Lining divided 5~12 years old children into two stages: 5~8 years old and 8~12 years old, and Lining's children's wear design focuses on sports protection and sports performance.

Take "professional" and "Sports" as the core competitiveness that distinguishes them from other children's clothing brands.

5~12 years old is the most lively, active and fastest growing child. It is also the age of many dangerous and inadvertent events. Lining's children's clothing has come into the eyes of consumers with the image of many years of sports experts and child protectors.

According to authoritative sources, the Lining children's clothing is expanding into new channels, which mainly attack three or four line cities.

Statistics show that the pattern of Chinese children's clothing market is roughly 50% of the domestic and foreign brands, while only 50% of the 50% market share of domestic manufacturers owns brands, which are gathered in 123 tier cities, and 70% are in the absence of brand status, and are distributed in a wide range of three or four line cities.

The 50% market that foreign brands occupy is almost concentrated in the first tier cities.

Shao Keqin, a senior marketing personage for children's wear, pointed out that along with the accelerated pace of urbanization in China, the three or four level market of children's wear will also present a good development trend.

Because when the brand richness of the primary market and the two tier market is raised, the potential for development is smaller.

With the development of social economy and the emergence of new born families in the three or four tier cities, the growth of local business and service consumption will inevitably bring about. Because the market is in the embryonic stage of brand introduction, the development of its brand management will be larger.

In the second half of 2011, there were many

Such as Disney, TomTina, XTEP children's wear and so on began in the three or four line city layout.

The first line brands, represented by Adidas (Adidas) and Nike (NIKE), do not fail to see the fat market.

Their children's clothing is priced at the top end, one clothes are three hundred or four hundred, and the down garments are 1000 yuan, which is difficult to accept by most consumers in the three or four line cities with low and middle income groups.

Price is the biggest obstacle to the first child clothing brand sink.

And Lining is to seize this temporary brand vacancy, intends to rely on years of friendly image and public price to enter a vast consumption hinterland, and tap the huge consumption potential of the three or four line cities.

Their brand recognition at proper marriage age, "70 after" and "after 80" in childbearing age will help Lining's children's wear.

Weak water three thousand, only take a drink.

This is the essentials of market segmentation.

Accurate grasp of their own advantages and market demand, in order to win in the white hot competition.

Lining's children's clothing again, how to follow up, it is worth looking forward to.