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Only to meet consumer demand, to provide consumers with value and consumer recognition of marketing communications makes sense, the brand can become a "true b rand"
Intensified competition in the garment industry, if you have one last piece of "gold mine" yet to be developed, and that non-infant apparel field is none other than. But as the market matures and consumers to changes in demand, many manufacturers turn around and suddenly suddenly found the infant clothing market is a lights dim
. The huge market demand and objective profit margins suddenly attracted the attention of a large number of garment manufacturers, and even some international clothing giants have also shot, their eyes on this emerging market.
NIKE, Adidas and other international brands have been into the infant clothing market, as well as other capital eyeing the market for infant clothing, domestic infant garment enterprises will no longer be faced by their level of almost domestic enterprises will face abroad has to
Mature markets operating experience and powerful resources to support a new round of c ompetition. Concerned about the need to attract major manufacturers, a new round of competition is by no means simply reflected in the competition on price or production manufacturing capacity is reflected in the brand s full competition.
Enterprise how to stand out in the new round of competition, how can the existing brands bigger and stronger? This is a threshold for infant clothing enterprises. Decent make life difficult on the downwind voyage, still busy, and did not earn significant profits.
Based on this, the author of many years of practical experience, recommend the following to enhance the brand of infant garment enterprises.
Market segmentation, cutting market
Market or markets, different needs of the market targeted segments, only groups are clearly defined, can be conducive to business. Infant clothing market, specifically from the market can be divided into 0-year-old baby clothes, 1-3-year-old children mounted 4-6-ye ar-old infant clothing, infant clothing in the 7-9 years old, 10-12-year-old
Large infant clothing 13-16 year-old boy mounted the six market segments.
The main purpose of such subdivision is for infants and young children in the 0-16 years of age during the development of the different stages they face the psychological characteristics and physiological characteristics and growth characteristics are real differences. Infants and young children in their growth process, mental awareness gradually that by no aware of the conscious
The treason development process. The the the effective grasp of of of the process, will determine the the infants and young children clothing in different the stage of its styles and the use of materials of the differences in, For For example, in the period of infants and young children, there is because the infant skin s immunity low and the skin is extremely tender and delicate,-then the some of the of the chemical raw materials of the infants and young children clothing bound mothers exclusion. With
By China s national conditions, only two age clothing does not have any taboos, an infant groups, the other one is the older age groups. Clothing styles and colors can be said that the "unbridled" words to describe. This is the infant infant
Psychological and physiological typical characteristics.
Functional R & D, brand interests of sex-oriented
The infant clothing market adult market is the biggest difference and different consumers of infant clothing market there are two kinds of people, one user is the infant of infant clothing, the other is to buy infant clothing decisions and staff who shall be parents of infants and young children. This particularity of infant clothing for products
The license upgrade to bring the problem is to lock users infant or the infant s parents? After all, the judgment of both decision-maki ng power, but a big difference. The younger the infant, its self-consciousness is the weaker, older infants and young children, self-awareness is stronger. From this point of analysis, infancy, early childhood
Consumers point should be the parents, rather than the infant. Children to the juvenile within the consciousness of the infant is growing awareness of self-selection, the stronger, which leads to the older infant, the consumer s point of its market more to the infant to move closer. This trend and the change will
The tone of the decision makers of products, marketing efficiency, business in the shortest possible time product sales to consumers. The most effective way of leveraging this market leverage is to find appropriate fulcrum, infant clothing, the fulcrum is the accurate positioning of the brand to meet consumer
Needs.
For the the infants and young children itself is in terms of, the, the apparel products of the infant s and young children There are two the core point, first of all yes that the product itself quality can not differential, followed by yes on behalf of by the the the product itself yes spiritual pursuit of the infants and young children s own, this situation the more of large age infants and child performance more remarkable. The typical case is Nike shoes,
The same product, not affixed to the NIKE trademark, even if the price is less than 100 is not known, but with the NIKE trademark, the price can suddenly turn four times, and some even higher. This is no longer the problem of product quality competition, but because the consumer and the NIKE shoes behind
Represented a positive spiritual resonance, this spirit is the brand mark.
Similarly, for the parents, the concern for the infant clothing market has two core points. One is the manufacturing quality and product quality, and the second is representative of the product behind the spin-off b enefits. The former belongs to a mandatory requirement to belong to one of the necessary conditions. And the latter is
In the pursuit of the spiritual dimension. The reason, no wonder is reflected in the careful care of the parents and children the next unlimited vision care.
Whether it yes from the user point of view, or from the perspective of of decision-makers or General Staff persons to see, in the the the process of of in the brand positioning Du follow the the a brand value line, namely, "the attribute -> Feature -> feeling -> the interests of" line of context to drive the the value delivery . The value of the policy makers and staff who are so pass
, While the value of the user s pass is also true.
Brand positioning, and strengthen the key points of the corresponding spread
Infant clothing products are in accordance with the age, the user s mental awareness is growing, will choose the stronger, relatively speaking, policymakers and parents as decision makers are recommended to the General Staff by conversion. Therefore, the positions of apparel products for infants and young children
Distinct products for infants and young children should be targeted at parents and children more than one product you should return to navigate to the above infant.
Positioning is determined, and then came to find the critical point of the spread of brand positioning.
Positioning of the brand price key points: There are two categories of products in the infant clothing market, one is the flood of cheap goods, these products have no brand awareness, a lot of flooding the market; another type of high-end goods, the brand line. However, in real life, because this group of infants and young children into their own
The in the of the long the process of, its psychological and physiological Du is in a period of high-speed change, This leads to the the cycle of the products to shorten the greatly than the the product life cycle of of adult market, and even their parents have in the the the decision-making to buy of the when the, it will because the child s body each year are in the the the growth of changes in arising from temporary makeshift ideas. This
A large number of of the kinds the situation of exist, on the lead to that the the consumers in the the the when the of the procurement products, often will choose to the those who cost-effective high of products as the preferred, in because to such a even if the the clothes discarded the also nothing worthwhile to a pity that. Therefore, infant clothing enterprises in the development of the product price to pay attention to children
The high price of the product to the juvenile stage should be set at the cost, otherwise the product pricing is too high, consumers do not buy it.
Brand channel to disseminate key points: in the Chinese mar ket, has lost the support of the pathway strength, the market is bound to lose a mess. The infant clothing market, the current mainstream pathway model, there are three, one is a self-built shop model, a franchising model, a large circulation distribution mode
Ceremony. Each model has its own characteristics. But regardless of the kind that these pathways are, after all direct contact point with customers, customers perception of the product through these key points to spread out. Therefore, do the terminal display and image, to develop professional high-quality shopping guide
Targeted and dissemination of standardized content is particularly important.
Industrial chain, Blue Ocean Marketing
The intrinsic performance of the brand is passed is the value of the enterprise to provide consumers with value only has meaning for the consumer genuineness feel, otherwise it s not for the market recognition and the recognition of the " pseudo-value".cute baby girl clothes
Infant clothing industry across the time span from 0-16 years of age, infants and young children, and this period happens to infants and young children from small to large recipients of social information, a cognitive social process. Therefore, to find the consumer s interest and the combination of functional characteristics of the product attributes, then
Every brand communication will form the brand precipitation and accumulation, when the infant gradually have their own subjective consciousness, the brand has a strong loyalty.new born baby clothes
The infant is usually especially like to watch cartoons, loved his daily cartoon cartoon characters to become the embodiment of desire and hope for the future vision of your child s childhood dream, which inspired his strong buying motives and indirectly affect the decision-making of adults, thus the formation of buying behaviorbaby clothes factory
. For children, a cartoon image of the logo contains the significance is much larger than an infant and children clothing, which is the logic of infants and young children.
This case means that if we really want to do infant clothing market is by no means only in the product itself, as well as "Kung Fu in the poem" feel, this is also because of the characteristics of consumers and the adult market in the infant clothing market very different reason.
Therefore, there are a lot of infant clothing market have created and animation business alliances or animation business, cartoon characters for the enterprise, product spokesperson. This time, the corporate brand spread mainly by the cumulative animation publicity to achieve consumer awaren ess and loyalty. At this time
The climate of the enterprise it difficult to define high-tech animation business or an infant garment enterprises? This does not mean the brand positioning is unclear, cross-border business. On the contrary, this is the model of blue ocean strategy. Because, only to meet consumer needs, provide value for consumers, and get consumers recognize
Marketing communication may be the only meaning of the brand to become a true brand.
This is not difficult to understand the the Wahaha transboundary water infant clothing industry, electrical appliances, Haier also involved in the infant apparel industry, will be more difficult to understand to do Flash animation companies also involved in infant clothing behind this mapping is the integration of industrial chain of marketing ideas.
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