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Strategy: ABC Shoes And Clothing Separated From Each Other.

2010/5/7 18:24:00 34

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Nowadays, not only women's pursuit

fashion

Men pursue quality, even children have their own.

fashion

Circle.

Casual shopping in the mall is full of purpose.

Children's wear

Children's shoes allow parents and children to feast their eyes.

Naturally, businesses that capture all business opportunities will not let go of this market.

Children's wear

The industry knows the domestic market this year.

Children's wear
、童鞋好發(fā)展，打開內(nèi)銷有一定的難度，因?yàn)閬碜試馄放频膲毫?、和國?nèi)市場的飽和自然威脅到國內(nèi)品牌的生存。事實(shí)也是經(jīng)過專業(yè)的分析與調(diào)研，消費(fèi)潛力巨大的中國兒童產(chǎn)業(yè)市場，已明顯從數(shù)量消費(fèi)轉(zhuǎn)向品牌消費(fèi)，中國目前已步入兒童品牌真空期。這是本周一包括央視市場研究股份有限公司副總裁田濤、朗濤品牌咨詢公司品牌策略總監(jiān)梁嘉敏、中國傳媒大學(xué)廣告學(xué)院副院長張樹庭和福建格林集團(tuán)有限公司董事長趙建河等多位專家學(xué)者及企業(yè)家對(duì)2010年兒童產(chǎn)業(yè)的普遍看法。

In recent years, with the gradual increase of family income, the life of urban residents has gradually reached a well-off level. The consumption demand of domestic children's clothing market has gradually changed from the practical life that satisfies basic life to the pursuit of beauty.

fashion

Type, trend and brand demand is gradually forming.

"Children's clothing industry presents fragmented competition pattern, and is still in the" Warring States period "of horse racing enclosure.

In the process of growth and integration, there is no big brand in the real sense, and the lack of big brands is the opportunity.

Zhong Xiaoqiu, chairman of the Yang Yang media group, believes that when an industry is at the initial stage of brand development, the cost of brand building is relatively low, and brand communication is more likely to impress consumers.

On the consumer side

Children's wear

The brand requirements of children's shoes continue to improve, they are willing to brand.

Children's wear

Children's shoes bear more than 80% of the price of children's shoes and children's shoes. This leads to the fact that only by setting up brands can enterprises seize the favorable market in fierce competition.

However, it is not hard to find that ABC is now proud of its branches.

What kind of marketing strategy has made ABC win the market now?

　　鞋服分家凸顯專業(yè)化

Perhaps many people do not know, in fact, there is such an unwritten rule in the marketing field.

If you want to make the brand bigger and stronger, your brand should not only have enough quality to occupy the market, but also need a specialized division of labor and a perfect sales system.

This is the basis for a brand to survive.

With the gradual formation and improvement of the children's shoes industry chain in the Jinjiang River Valley, the competition of children's shoes market is becoming increasingly fierce. The children's shoes enterprises in Jinjiang valley have been trying to deepen the segmentation of new materials and new styles after they have tried different competition.

Under the pressure of competition, some enterprises with relatively limited brand strength and relatively weak funds are seeking greater development in order to survive. By opening up market segments and occupying market segments, they break the oligopoly of strong brands on children's shoes market and divide the market share of children's shoes market.

All this means that the era of brand segmentation has arrived.

And brand ABC firmly grasped the opportunity to separate children's shoes from children's clothing.

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And promotion, achieving brand specialization and differentiation, thus enhancing product pertinence.

Such a shoe and clothing division did not affect sales, so it was mentioned very much.

Join in

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The interest of businessmen has promoted the brand better.

　　鞋服各自闖市場凸顯品牌化

At present, the fact that children's shoes and children's shoes lack brand in China has made many enterprises realize the importance of brands.

Throughout the country, the brand of children's shoes and children's clothing is selling abroad, such as Mitch, Babu, Babu and so on. They not only sell well, but also win the hearts and minds of consumers. Through interpersonal communication, they can open up the market and attract more consumers.

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Shang.

Naturally, the practice of brand ABC is also strengthening brand. By improving the quality, professionalism and pertinence, it spreads all over the markets and annihilate them one by one, thus achieving a better brand effect.

An enterprise has the brand, only then has the long-term survival guarantee.

　　分家之后分天下

Perhaps there is a controversy here, so will children's shoes and children's clothing separately sell will affect the future development of ABC?

According to the editor, as the latecomer of the shoe and clothing industry monopoly mode in China, Jinjiang children's shoes enterprises are still in the initial stage of monopoly mode, almost all have the same headache: the terminal network construction is seriously lagging behind.

wholesale

Under the mode of bulk outlets, sales of children's shoes category and brand number is large.

This is the reality of children's shoes market, but also the helpless brand of children's shoes.

Children's shoes

agent

The business team needs less liquidity, less talent and business practices, and the terminal store brand is mixed, thin and poor, and poor coordination. It will take a long time to guide them to channel pformation.

It is gratifying to note that many Jinjiang children's shoes brands have made bold attempts to create various kinds of children's products living rooms through the rich products brought by integration, and the prototype of a large comprehensive children's products living museum with brand personality has been displayed in front of us.

Such a living hall is not only a window for the display of brand products, but also a platform for displaying the brand personality. The experiential terminal mode may be a shortcut.

In the future, such a living hall is the trend of every brand development. The seven wolves have built more than 2000 square meters living hall in many cities, and ABC has also made such an attempt.

This is what seems to be the dividing line after separation.

The success of brand ABC may not be a model, but it can be a good example for experts and businesses to study.

But for many domestic enterprises, the tree brand and the effect are the necessary ways, but in the final analysis, how to implement them is a matter of giving people the right and seeing the wise.