Vertically integrated strategic marketing model

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Formation of vertically integrated strategic marketing model, its core competencies to focus on a particular aspect of the value chain, through the core enterprise res ource endowments, to the upstream or downstream integration, the gradual control of the vertical value chain of infant apparel industry . Such models to highlight its advantages in the design, or the formation of the advantages in product development, or to occupy the terminal on the advantages. Mostly based on the pattern of infant clothing brands of the main business, this model is more representative of the following.toddler boy clothes

A product mix

The crystallization of the design is the product, the product is also a carrier of the brand, most infant clothing companies are manufacturing origin, to build its core competencies tend to come from the product. Price and quality is no longer a source of competitive products, constantly looking for niche markets around its product line development into a competitive, which tend to have three common modes of operation.baby boys clothes

The first way is along the horizontal integration of infant apparel industry to become a professional supplier of infant and child products. Les Enphants based on the infant and infant apparel products, and derived from the lactation feeding class, clean and personal care, packaging, toys, the growth of training a series of products to meet the young mother feeding baby, locking members and activities such customers after ten years of development, Korea Enphants in domestic head office number over 1000, with annual revenues of more than 1 billion yuan, more than 20% of the annual compound growth, successfully occupied the domestic baby products market.

The second way is the conventional product line development model. With single pieces of infant clothing and style combinations, gradually extended to the combination of complementary shoes, hats, jewelry, bags, scarves and oth er series of costumes, this model is familiar to most enterprises, the surface looks bland In fact, there is much to do. Such as the T100 has launched "Family Size" series, parent-child fitted for the production of adults and children with clothing, clothing although the style, color is not exactly the same, but the design concept of the same strain, which has increased the product line combined to form multi- angle to promote the sales force.infant boy clothing

The third way is a breakdown product of specialization. Such as the sportswear world of adults, such as adidas, Nike, the world of infant clothing? R100, is the movement of infant apparel brand from Germany, is the attitude of the cyclone swept through the Chinese market, the r100 consider to infants children and young people s needs and body physical development, sports and leisure well combined, blend the spirit of the sp ort in which to cultivate the habit of young people from childhood participation in sports, the line segments to find they need customers.

(2) design-led model

Design is the soul of the garment industry, is also the value chain on the core part. Infant clothing design is generally considered from several elements of the style, color, fabric, ideas, permeated with the brand s unique cultural connotation and technological content. Good infant costume design installed only fan than adults is not simple, not only to follow the fashion trend, but also to consider the infant s psychological and physiological characteristics. We must have fashion style, but also color is gorgeous, soft, comfortable to wear, but also dirt, wear. Health is the first element of the parents to buy clothing for infants and young children, to arouse and upgrade as consumer awareness of green clothing infant clothing, infant clothing trends.

Relative fashion to give the so cial significance of adult clothing, education is the future given the social significance of infant clothing. Put teaching at the clothing design concept is worth more and more enterprises to pay attention to a person in children aged 0 to 4, developed about 50% of the learning ability, developed during the 8-year-old 30% learning ability, learning ability of the remaining 20% ​​will be completed in 8 to 17-year-old. The use of infants and young children wearing to help young children develop smart establish beauty cognitive, infant clothing, professional designers now face major topics.

Chinese infant clothing companies design ideas and works in the international market is always in the backward situation. The adult world is no longer a fairy tale, infant clothing world is basically a smaller version of the adult installed. Xiamen Rieter Star clothing Cup through the organization of infant fashion design contest, not only to enhance the visibility of the bra nd in the industry, but also dig out a large number of excellent designers and design work for the enterprise. Find some way to come from the professional, civil, or even grass-roots forces to find their game, network design force in such a professional design industry in China has not yet been fully established period of time, after all, a good model.

Choose your strategic marketing model

First, recognize the source of core competitiveness. Whether you choose what kind of strategic marketing model, the first step is before us as an infant garment enterprises to know where the core competitiveness of enterprises from. Clearly the prototype of the strategy, under the guidance of the strategic prototype scanning on the value chain: design - Product Development - Manufacturing - raw materials - pathway - the brand. Compare your benchmark to identify the core competitiveness and potential resources that can build new competitive.

Secondly, to cla rify from the core competitiveness of business thinking. If your infant clothing, core competitiveness of enterprises from the design, then you must consider the source of strength to change the design, consumer psychology and the future of fashion culture change, in order to tap into your brand positioning, such as infant clothing in Chinese culture, Green infant clothing; If your core competitiveness of enterprises from the terminal, then you need to consider at this critical location, store design, interactive entertainment to create good customer relations, brand advertising, cartoon mode, infant welfare undertakings to continue to build your brand image.

Finally, grasp the direction of the market, designing action path. The market is constantly changing, especially in the backdrop of globalization, the financial turmoil, some companies is a disaster, but some companies is the gospel. Infant garment enterprises due to the smaller of our own strength, the talen t level is low, are often unable to grasp the whole macro environment, but must clearly know that the power to change the industry from where. For example, China will soon enter its third baby boom, infant clothing companies need to focus on is the type of infant clothing purchase decision-makers are basically 80, 80, has a kind of consumption patterns and consumer behavior? How to unify the level of strategic marketing to the consumer s decision-makers, buyers and users?

Dialectics of the market economy tells us: that the market gave birth to the opportunity and chance to lead to speculation, the speculative bubble, bubble gave birth to a crisis, crisis, hygiene, idea, ideas and guide innovation, innovation and change mode. Every crisis is the business model and strategic marketing model change opportunity. Infant clothing, the clothing market where most potential market is also waiting for the endless creative business models, those who can clearly grasp the psy chology of consumers change and each time the market trends, design their own unique infant clothing enterprises, strategic marketing model in this fantastic market, must also be able to create a fairy-tale of the growth rate.