Children's clothing brand market marketing strategies and marketing tools

Nowadays, people’s living standards are getting higher and higher, parents’ investment in their children’s lives is getting bigger and bigger, and children’s consumption is showing an obvious trend of personalization and purchase. The market development space for children's wear will increase year by year, so the children's wear brand market is a development industry.

At present, the sales channels for Chinese children's wear brands are still in the preliminary stage and the level is relatively low. However, the Chinese children's wear brand industry has begun to enter the field of brand competition. The fierce competition can be imagined. The children's wear brand market is a relatively special industry and a very promising industry. According to related data, the Chinese children's wear brand market has a market size of at least 38 billion yuan each year.

The competition must think of strategy. When it comes to the target strategy of the children's wear market, and companies use market segmentation strategies to select the target market, we must first determine the number of submarkets that should be selected as the target market to enter and the degree of entry in an already subdivided market. How, this is the target market coverage strategy. When a company sets its target marketing strategy, it usually has the following choices: non-differential marketing strategy, differential marketing strategy, and centralized marketing strategy.

1. Differentiated marketing strategies Differentiated marketing strategies mean that companies implement multiple brands, multiple styles, multiple scales, multiple prices, multiple distribution channels, and multiple forms of advertising according to the different characteristics of each market segment. And other marketing mix to meet the different needs of consumers. Differentiated marketing strategies are the result of diversification of economic development and consumer demand, and are also the result of corporate market competition. In recent years, some large domestic and foreign companies have adopted this strategy. The advantage is that it can increase the total sales of products and increase the market share. At the same time, a variety of marketing mixes can enhance the competitiveness of enterprises; the downside is that the production costs and marketing expenses will increase.

2. Concentrate marketing strategy The centralized marketing strategy is to select a certain market segment as the target market and concentrate on implementing specialized production and sales to meet the needs of specific consumer groups. The advantage of this strategy is that it can make the product occupy a dominant position in the local market. The combination of specialized production and single marketing will help the company to reduce costs. The inadequacies are: As the target market is narrow, once the market has changed, it is difficult for enterprises to adapt. It is likely to get into trouble.

3. Non-differential marketing strategies The company regards the market as a whole, a large target market, no longer subdividing the market, and does not design products in accordance with market differences. Enterprises believe that consumers have the same needs, only launch one product, develop a single marketing mix strategy, and open up the entire market. The advantage of this strategy is that products can be mass-produced, stored and shipped in large quantities, unified sales, and unified advertising, thereby reducing costs. For example, prior to the reform and opening up, FAW only produced liberation vehicles, and Tianjin Bicycle Factory produced only flying pigeon bicycles to meet the needs of users across the country. The negative effect of non-differential marketing strategies is that the individual needs of consumers are not satisfied because they ignore the differences in different market segments. When several companies in the industry adopt this strategy, market competition will be fierce, resulting in a decline in corporate profits.

To make children's clothing brands well, only strategy is far from enough. Certain marketing methods are indispensable. The commonly used methods for children's clothing brand marketing are as follows, for everyone's reference, and we hope to help everyone.

1, network marketing in addition to product quality to do enough effort, children's clothing brand companies marketing tools are also more dazzling network marketing: now has been widely used in various industries, network marketing swept all businesses. Skillfully using the virtual market of the network to expand the scale of children's wear brand enterprises, many children's clothing brand enterprises have turned the traditional marketing model to the network marketing model.

2, animation and cartoon marketing animation has a good market audience base, cartoon comics also have their own unique personality and good market awareness, animation is more directly through a variety of cartoon image propaganda, children's clothing brand is also more likely to get cognition.

3, child star endorsement entertainment child star endorsement or direct title cartoon animation TV program still set off in the children's clothing brand market, the entertainment resources and brand image, the value of joint promotion.

4. Differentiated marketing At present, the homogenization of the children's clothing brand industry, in order to gain a share in the market of many brands, can not be devoted to the product itself. To take into account the needs of consumers is diversified, children's clothing brand companies will have to come up with a killer, so that more parents and children understand and feel the humane care brought by their products.

5. Public benefit marketing Public interest marketing is based on caring for people's survival and development and social progress. It uses public welfare activities to communicate with consumers. While generating public benefit, it also enables consumers to have a preference for the company's products or services. Select a marketing behavior for the children's clothing brand company's products.