How To Break Through The Brand Of Chinese Children'S Clothing From The Cross Border Marketing Of ABC KIDS

As of 2018, China Children's wear The sales scale increased from 105 billion 900 million yuan in 2012 to 179 billion 600 million yuan in 2017, and the industry market space was close to 180 billion. Due to the upgrading of consumption and the opening of the two child policy, it will break through 326 billion 900 million yuan by 2020, and the domestic children's wear market will usher in a more explosive period.

Fierce competition Innovative thinking Highlight tight encirclement

Although more and more domestic children's wear brands have been rising in recent two years, the children's wear industry in China is still relatively scattered, and the market share and market concentration of domestic children's clothing are still low. Under such a big background, children's clothing enterprises must have innovative thinking to meet challenges and dig deep into the core.

As China's "light fashion children's professional brand" ABC KIDS then Choose the cross-border cooperation links with IP, upgrade the brand + product +IP combined boxing with the way of IP cross-border innovation linkage, and combine the brand tonality and humanity characteristics to enrich the brand's core and achieve the breakout of the market.

brand transboundary , Let children wear together with their childhood.

On the objective environment, with the 80's and 90's becoming the new main force of consumption, the demand for children's clothing is further upgraded. Consumers' increasingly individualized consumption concept encourages them to pay more attention to brand, pay more attention to quality and cost performance, and pay more attention to face value and trend. There is no doubt that in the children's clothing market, to win the favor of the new generation of parents, we must upgrade the image, upgrade the quality, and upgrade the marketing.

In 2018, ABC KIDS deepened cooperation with super IP Transformers and launched "Transformers series products". In 2019, it crossed with the IP image of "Lion Dance" as the prototype of the Chinese lion dance culture, and launched a new series of national tides. Its brand cross-border products are well received and appreciated by consumers.

The comprehensive upgrading and innovation of brands and products is the key to ABC KIDS's continued competitiveness in the industry. In the "advertising war" and "price war" has not been able to make the brand get more long-term development, ABC KIDS return to the brand and product itself, self innovation and upgrading, and cross the border with IP to lead the consumption trend.

Whether it is Transformers's return to childhood or cross-border (Lion King awakening) to respond to the trend of the national tide, we should excavate the brand core of ABC KIDS, and accurately grasp the trend and taste psychology of the new generation of parents. In addition, cross-border ABC KIDS and IP is also a major move to tap new customers. "Cross boundary" allows the original "eight poles can not fight" elements complement each other, but also let the other guest groups have integration. In addition, cross-border products bring high value, high fashion and high quality "three high" products, and are endowed with unique humanistic charm and artistic innovation. They are differentiated from similar products, so as to enhance and deepen the brand image of their personality, self-confidence, fashion and trend, so that consumers can more agree with the brand culture of ABC KIDS.

Clever crossover, children's clothing brand ability Highlight tight encirclement

In fact, the major brand Cross industry "group CP" is not uncommon. Such as Maxam and childhood memory, the combination of candy and candy is moving with emotion; Rui Ao RIO and Liushen Florida Water on the "wonderful flower" CP stimulate the taste buds, cool over the summer... A good "crossover" makes brand value increase, and the lack of cooperation in the mind of contemporary consumers is undoubtedly harmful. ABC KIDS's brand transboundary is firmly grasp the new generation of parents' consumption psychology, from parents' childhood feelings and aesthetic ideas, and win the consumer's favor, so that consumers can pay the bill to make "1+1>2".

The current children's wear market is a "blue ocean". Opportunities and challenges always exist side by side. Under such a big background, children's clothing brands lacking in independent research and innovation ability, lack of brand awareness, lack of cultural core and lack of self positioning will be eliminated. ABC KIDS took the lead in transforming from product, price, marketing and other aspects to the transformation and development of product strength, brand power and image force. It skillfully played the cross-border business. With the help of super IP and new IP, it displayed the humanistic value and aesthetic taste of the brand, and enhanced the brand communication with consumers through excellent marketing capabilities, so it stood out from the fierce competition in the Chinese children's wear market.

So, Chinese children's wear industry The pattern is changing rapidly. Only by achieving all-round upgrading of brands, products and marketing can Chinese children's clothing brands be able to highlight the tight encirclement.