Conventional brand marketing strategy for infant clothing enterprises

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The financial turmoil in recent times, as opposed to other clothing categories, due to the necessity of infant clothing consumption is relatively high , its sales to lower speed than any other garment industry much more slowly. Relatively small size of the infant clothing brands, low rate of capital accumulation, channel construction is not yet maturetoddler boy clothes, relatively weak ability to resist risks, in 2009 a severe test for many small infant clothing enterprises, with the severe challenges in the export market, mainly infants and young children in part to the export-oriented garment enterprises will be difficult to carry through the crisis, but for the large-scale infant clothing brands is the best opportunity to take this opportunity to value chain integration. Therefore, changes in strategic marketing model of infant garment enterprises has risen to unprecedented extent.baby boys clothes

Corporate strategic prototype of infant clothing

The c risis brought about a new business competition is no longer rely on a single product, price, channel, promotion, but the competitive system based on core competitiveness. The strategic marketing changes in the mode of thinking should marketing rose from the sales level to the strategic level, the strategy should focus on to strengthen and build the core competitiveness to do the article. Before the change of the strategic marketing model, all infant clothing companies must first convert their own business thinking, to find the source of their own core competitiveness, core strengths to the marketing.

 Perspective of the Chinese infant clothing industry, we must first clarify the strategic prototype identity (ie, in the original status before the infant clothing business) in order to find its core competence. Different prototype infant clothing, corporate strategy, we found three more obvious strategic marketing model.infant boy clothing

First, engage in other infant industries, such as dining, and entertainment into the slot is through brand infant clothing industry, the focus of its strategic marketing model for the concentric multi-traction mode, based on the meet the same type of target customers, ongoing consumer chain integration such as Wahaha, Prince of milk.

Had engaged in adult clothing, infant clothing business derived therefrom, but the brand awareness is mainly concentrated in the adult clothing, the focus of its strategic marketing model for the transverse one traction mode, that is grafted the advantages of link, such as Semir , Reta et al.

Third, the original practitioners of infant apparel industry, the main business, apparel industry gathered in infants and young children, the focus of its strategic marketing model for a vertically integrated traction mode, that is designed to grasp the upstream to the down stream control of the terminal, such as red, yellow, blue, The boy and so on.

Three modes of strategic marketing of infant clothing

Lateral one of the strategic marketing model

Marketing model of horizontal one strategy, mostly clothing brands, through brand extension to the development of the clothing sub-sectors, such as infant apparel industry. Its core competencies to focus on the advantages of the value of its original in the adult clothing, such as material advantage, brand advantage, the terminal stores advantage. Through its existing resources, the natural transition to the infant clothing industry, this type of model has the following types.

(1) category killer mode

Infant clothing, infant clothing industry chain manufacturing companies countless infant clothing, infant clothing distributors to the successful transformation to find the strategic marketing model?

Baby Happy Island perhaps do a very goo d attempt, Baby Happy Island located in the discount brand of infant clothing, infant clothing, brands, discounts, marketing, market, consumer business based on accurate understanding of the brand, discount, element fit the deep and depth of balance, always closely linked to trends, consumer changes, the price-buy melody. Carpet combing tens of thousands of infants and young children garment enterprises on the one hand, the screening of thousands of infant clothing brand, and establish a brand managed and agency relationship, creating a huge brand repository; the other hand, to establish efficient logistics supply system time to digest the inventory of manufacturers to import Chinese infant clothing market adult brand discount business model.
 
Grafted mature brand model

Direct extension of the mature adult wear brand infant clothing market, leverage their existing marketing network and patterns involved in the industry to a higher starting point is the characteristics of such mode.

Adidas, Nike quick access to infant clothing, sports market, E.Land pure and other women s brands to be outdone, Shanshan, red beans, Li Ning, Semir ...... relying on brand have been an extension of their own infant clothing brand. Semir Group s infant clothing brand barabara, suddenly fell from the sky in 2002, after a short period of seven years has been firmly locked in the ranked within the top ten brands of infant apparel market development as fast as the industry amazed.

    Grafted mature brands, you can use the funds of the parent company, the design team, to build brand and product lines within a short period of time, while taking advantage of the existing sales network and sales team, shorten the learning curve. Turns out that selecting the airborne infant garment industry development, and indeed brought a new growth point for their business.