Local Children's Clothing Enters "Brand Management"

The history of the brand management of the local children's clothing industry can be divided into two stages. The first stage, before 2000, with the emergence of the joint venture children's clothing brand in the mainland market, some children's clothing manufacturers recognized the trend of the brand, and earlier carried out brand management, such as yDo, red, yellow and blue. The children's clothing brand children's clothing market in the country was mainly in a market and coastal developed areas such as Beijing, Shanghai, and children's wear brands were less and more concentrated. The second stage of the brand management of children's wear is the fact that children's clothing brand operators are more complicated during this period. There are many other industries, such as balbala children's clothing, balike's children's clothing from Semir, and the fir fir children's clothing of Shanshan, such as Wahaha children's wear and Prince's children's clothing. There are children from non clothing or non children's industries, such as Pepe Bea Bea's children's wear; children's wholesalers turn to brands, they have paid the famous children's column names to carry out the brand operation of children's clothing, and the names of children's famous fairy tales or fairy tales are used to interpret the brand management of children's clothing. 2002, 2003 is the entry of local enterprises. After experiencing the baptism of the market, some of the healthy growth have become well-known brand children's clothing, but more unfortunately, they are engulfed by the wave of the market. In recent two years, with the growing maturity of the domestic market and consumers and the continuous development of the industry, the local children's clothing industry is stepping into the third stage of brand management. This stage, on the one hand, the domestic children's wear brand market and consumers will further develop into more scale and more consumption level opportunities; on the other hand, children's wear industry chain is more mature; third, children's clothing brand management is more perfect from strategy or strategy; fourthly, children's clothing brand investment strength is more abundant. Industry professionals believe that although it is the peak of the brand consumption of children's clothing in China at present, foreign brands have long occupied the domestic first-line market, and many foreign trade children's clothing enterprises are turning to domestic sales, and clothing enterprises such as Fujian and Zhejiang have begun to extend to the children's clothing industry after the successful operation of sports brands and men's wear cards, and the competition of domestic children's wear market is becoming increasingly fierce. Recently, I have been fortunate enough to have met many enterprises that are entering or entering the children's clothing industry. These enterprises may have more financial strength than any other investors who entered the industry in the past and have successful business experience, but they are too infatuated with their successful experience of non children's clothing brand, or view the brand management of children's clothing too simply. The children's wear market is very different from other clothing markets. (1.) we study different markets and consumers. There are 400 million and 18 children under the age of 400 million and 18, and there is a huge market. And now most of the adults in the three generation have created a considerable consumption team for a child. But because of the wide market in the domestic market, there are differences in temperature, consumption level, children's physical characteristics and body structure, consumption concepts and consumption habits and acceptance of fashion, and so on. In terms of age orientation of children's clothing consumption group, 0 to 18 years of age are divided into infants, children, children, children and adolescents. The age span is corresponding to the large span of clothing size, and the different decision-making age for children's clothing consumption is different. There are boys, girls, urban and rural differences and so on, all of which form the particularity of children's clothing brand management. (2.) children's clothing is easy to make big and difficult. Brand management itself has a normal investment period, growth period and development period. From the perspective of investment and competition, children's clothing brand management has relatively low entry threshold, but because of the above particularities, children's clothing brand management needs to be more resilient than other clothing brand management. How do you plan investment return rate, investment expectation and evasion experience during the investment, growth and development stages? This may be one of the reasons why some brands have failed. 3.. Make good brand positioning, including market positioning, consumer positioning, product line positioning, price positioning. Is your brand a first-line market or a two or three tier market, a national market or a regional market, a baby, a kid, a young child or a big boy? 4., the importance of brand products is emphasized. Although the design level of local children's clothing has been greatly improved through market baptism, the running in of designer and brand, designer's team and brand sustainable development are still headache for many enterprises; and children's clothing, color, fashion and safety and comfort of children's clothing are all factors that affect the brand's product strength. (5.) the particularity of the brand promotion of children's clothing. The promotion of children's clothing brand does not require too much conceptual speculation. Enterprises need to fully study the trend of children's mainstream culture, such as integrating animation works into fashion design and integrating into brand promotion, putting education, knowledge and happiness into brand culture. Moreover, the brand should show more responsibility and love side, and create brand influence through charity or public welfare activities in the process of promotion. We should give full play to cultural marketing, event marketing, network marketing, experience marketing and other ways to create brand awareness, reputation and loyalty. 6. terminal is the window and microcosm of the brand. Terminal is the most effective window to display the brand. When designing, displaying, distributing and operating the store, the enterprises should fully consider the factors of integrating into children's interaction, fully allow children to participate in the brand culture through interaction, and enhance the brand word of mouth effect. 7.. Children's industry is a big industry. Not only children's clothing is a new growth point of the clothing industry, but also the children's industry is in the ascendant. Children's clothing, food, housing, transportation, learning and play can be related to clothing, shoes and hats, food, toys, school supplies, education, cartoon cartoons, entertainment and other industries, all of which provide space for children's brand extension and industry extension. Of course, when carrying out brand extension or industrial extension, enterprises must integrate their resources and do their best in order to keep their main businesses moderately extended so as to avoid picking up sesame seeds and throwing watermelons.