Causes of Factors Affecting Children's Marketing Strategies

In the face of the retreat of sports brands of agent teams, the transfer of private brands such as children's wear market. Relevant high-level people and departments analyze the current situation and main problems of children's wear consumption market, and study and discuss the development and marketing strategy of domestic children's wear market.

Development Status of Domestic Children's Wear Market

Although the share of children's wear in the whole clothing market in China is very small, the competition is fierce. Statistics on the comprehensive market share of domestic children's wear brands show that domestic and foreign children's wear brands each account for half of the domestic market. Of the 50% market share occupied by domestic manufacturers, only 30% have brands and 70% are in a state of non-brand competition. While foreign brands occupy 50% of the market share, almost monopolize the high-end market of children's wear and earn high profits, such as Mimiao and Snoopy in the United States, Benetton in France, Babu Bean in Japan, ABC in Taiwan Province Province of China, Baby House, Watermelon Taro, Ma Xuan and other brands. In particular, among the top 10 brands, domestic brands only account for 30%, and others are foreign-funded or joint venture brands.

Promotion strategy of children's wear brand

Establish brand image

In order to cater to children's psychology, design product image signs and form product series, thus leaving a deep impression on consumers. For example, the lovely elephant image of Les Hommes in Taiwan Province Province, the clever little doctor image of Dr. Frog in Bo Shi, Shanghai, and the confident little fish image of Beijing Paikelandi are all well known to consumers and deeply loved by children. As a brand image, the chosen theme should be easily accepted by children and different from other brands.

Pay attention to the connotation of brand culture

Carrying out brand management and promoting brand culture will become an important strategy for enterprises to enhance brand market competitiveness. Taking the children's wear brand Piggy Banna developed by Hong Kong Liangfa Group as an example, the brand positioning: positioning children's wear with "children's cultural products", respecting children's needs, paying attention to psychological communication, product packaging and store design, paying attention to website store promotion, constantly listening to consumers' voices and spreading the concept of healthy dress. Business philosophy: Honesty creates brand culture, and innovation creates room for growth. The word "honesty" has become the business philosophy of banner pig. The company did not take the hype route, won the goodwill, reputation and benefits, and formed its own brand culture based on honesty and formed its core competitiveness.

Product strategy of children's wear

Product design and development strategy

In order to meet the needs of consumers and give fixed consumers more choices, any children's wear manufacturer should constantly introduce new products and styles in seasons and sub-sectors. The design of children's wear, whether in style, color or pattern, should be designed according to different age stages to meet different children's psychology. In addition, for children's delicate skin, we should use environmentally friendly and comfortable fabric texture. For example, ABC children's wear in Taiwan Province province is firmly at the forefront of fashion, relying on its design advantages.

product quality

In terms of quality, children's wear fabrics should be mainly soft, breathable, stretched, loose and comfortable. Children exercise a lot and sweat a lot. It is best to choose pure cotton fabric, which absorbs sweat and breathes well, at least the lining should be pure cotton. However, the fabric design quality of some children's clothing is very poor, and some fabrics contain chemicals such as formalin, fluorescence and formaldehyde, which pose a threat to children's physical and mental health. The children's wear made of antistatic, radiation-proof, antibacterial, breathable and health-care fabrics launched by Luoqiao Kalebel brand is gradually recognized and accepted by consumers. Red Haier brand children's wear adopts natural colored cotton fabric to meet customers' demand for healthy children's wear; Parklandi children's wear is not only fashionable and trendy, but also high in technology. Cotton fabrics are carefully selected, dyes are environmentally friendly, and special shrinkage fixation is carried out to make the brand clothes still bright after washing.

Market operation strategy of children's wear

Market segmentation is an important prerequisite for market positioning and establishing the target market. The fundamental purpose of market segmentation is to enable enterprises to understand the needs in a targeted manner, so as to use their own characteristics and advantages to meet the needs of specific markets. Therefore, children can be divided into five groups: infants (0 ~ 1 year), infants (1 ~ 3 years old), children (4 ~ 6 years old), middle children (7 ~ 12 years old) and older children (13 years old ~ 60 years old. It is worth noting that children do not have the right to decide on consumption, especially children under the age of 12, most of whom buy under the guidance of their parents.

The price strategy of children's wear products must adapt to the overall goal of the enterprise, and different pricing strategies should be adopted according to the different business objectives and market strategies of the enterprise. Therefore, the pricing strategy adopted by children's wear enterprises must be determined by comprehensive consideration of product positioning, fierce market competition and consumer acceptance level.

Skimming strategy

In order to maximize profits, enterprises put children's wear into the market at the highest possible price. Although the high price may make the market not wide, because of the high profit, enterprises can take the initiative in price wars and promotions. This pricing strategy is mainly adopted by some well-known and high-quality brand children's wear enterprises. For high-end children's wear brands, it is advisable to fix the brand at a certain consumption level, and it is not advisable to let its price fluctuate frequently. In particular, we should not use preferential prices, discounted prices, lowest prices and other promotional means at will, and pay special attention to the nationwide price unification.

Infiltration strategy

Infiltration strategy is to attract consumers at low prices, thus opening up and expanding the market. This pricing method is mainly suitable for most non-brand children's wear enterprises. They can expand sales and increase market share through price advantage. However, with the continuous maturity of the children's wear market and the increasing competition, adopting this strategy will inevitably cause great losses to the profits of enterprises.

Service and information feedback strategy

Perfect sales service is also the guarantee to maintain and enhance product brand and corporate reputation and image. It is the core content of brand management to establish "customer-centered and constantly meet customer needs". Product is only the carrier of service, and service is the passport of product. Anna Nair, a well-known domestic brand, has always been at the forefront in this respect. By shaping the cultural image of live communication such as specialty stores, she pays attention to the management of service details and is deeply rooted in the hearts of the people.

Distribution strategy

Perfect marketing is the key to the success of the terminal. Domestic children's wear sales channels include department stores, brand stores, franchise stores, boutiques, supermarkets and so on. The main buyers of children's wear are young parents, and comprehensive shopping malls and supermarkets are often the main places to buy children's wear. The location strategy of children's wear enterprises' marketing places must pay attention to its surrounding conditions, such as choosing the vicinity of high-end comprehensive shopping malls with strong business atmosphere, large passenger flow and popularity. We should also attach importance to the market information collection function of channels and determine the strategy of "from the market and serving the market" in the marketing of brands. promotion policy

Strengthen media publicity

Clothing is a special kind of consumer goods, which must be widely publicized in the media when people don't know much about brands, designs and fabrics. When planning children's wear advertisements, advertisers should focus on their parents, publicize the concept of health and happiness, and let them choose their own brands of clothing. At the same time, children's wear brands should deeply understand the psychology and popular preferences of children of different ages, so as to formulate reasonable and targeted advertisements to attract consumers to buy.

Personal sales

We should take advantage of the alternation of seasons and holidays, such as Children's Day on June 1, to cooperate with more attractive promotional activities. It is often the main advertising method for children's wear enterprises to promote their own brands in the form of cartoons and other children's favorite. We can also use the influence of color, shape and sound to attract potential customers to pay attention to our products.

Carry out network marketing

In order to adapt to the marketing mode of world economic integration and increase the marketing ability of enterprises, network marketing, as a new marketing method, will have great development space in the development of children's wear market. Establishing network marketing step by step is one of the effective methods of enterprise marketing. For example, ABC children's wear in Taiwan Province province has a sales network all over the country.

Carry out exhibition marketing

The main purpose of children's wear exhibition marketing is to improve the brand grade, put well-known brands from all over the country on the same booth, and promote exchanges within the industry. On the one hand, this marketing method provides opportunities for domestic and foreign brand children's wear to communicate and display, and domestic brand children's wear learn from each other's strong points, which also enables domestic children's wear enterprises to form a healthy competitive environment with quality and style as the core as much as possible. Secondly, the display marketing of brand children's wear is conducive to the formation of consumers' scientific and rational purchase behavior. Through brand display, the transparency of product quality is improved, the purchasing confidence of consumers is enhanced, and the grade and positioning of products in consumers' minds are also improved.

relations between the state and private sectors of the economy

Enterprises must establish a good image among the public to attract consumers, and adopt public relations strategies, such as holding various healthy and beneficial public activities to enhance brand image. For example, Huaihai Youth Company and the Municipal Women's Federation held a charity auction of "Sunshine Love" in the square in front of the shopping mall, and then held a "lecture on parenting knowledge" with the Municipal Family Planning Commission to establish the corporate social image and enhance the corporate reputation.

promote sales

Brand children's wear can develop extended products, such as shoes, hats, gloves, children's socks, backpacks, accessories and so on. , shaping the overall image of the brand. While making the brand feel more complete, it can also promote the brand and deepen the brand image. If production conditions permit, this method can be adopted.

conclusion

In the fierce competition of foreign children's wear brands, China children's wear enterprises must take the road of brand management, change their own concepts, improve the brand influence of children's wear in China and enhance their competitiveness with foreign brands. Therefore, only by aiming at the characteristics of children's market and the differences of children's consumption, combining the target market positioning of enterprises, establishing a reasonable market operation mechanism and injecting and refining new cultural connotations in brand planning and marketing promotion can enterprises create children's wear with national characteristics, occupy more market space and win the sustainable development of enterprises.