Invited Executives Analyze The Market Of Children'S Shoes And Clothing In Depth.

children

How do we locate the new brand? How can we create and operate multiple brands to avoid the embarrassing situation of "our children grab food to eat?"

This is the guest of Honor: Xu Yu, executive vice president of wing Gao, Lok Fei Bao.

Lin Chuanbo, brand marketing director of Fujian Hengsheng Group Jazz rabbit, Liu Wensheng, brand marketing director of Fujian Hengsheng Group, and Xu Jianxiang, branding and planning manager of Brunner and beneli, for in-depth analysis.

First, why do children's shoes and clothing enterprises create "multi brand"?

Xu Yu: complementing resources and preemption of emerging markets

1. new brands are interlaced with old ones, and resources complement each other.

Recently, the brand of Lok Fei Bao, launched by wing Gao sporting goods limited, has been highly concerned by the industry.

What is the location of Lok Fei Po brand?

Deputy General Xu said that although the "Fei Fei Bao" and "Yong Gao" are the same door, the "faction" is different from each other, and the two are complementary resources.

First of all, the style of products is different, and everyone is very familiar with the brand. We lead the industry with leisure, fashion and avant-garde products.

The brand of Lok Fei Bao takes outdoor and leisure as its main product structure. Secondly, after ten years of market precipitation, it has become a well-known brand in the eyes of consumers.

And Le Feibao as a freshman.

The brand takes the mass consumer as the main market, and the price position is biased to the middle and low grade. Once again, because the Bureau of the circulation channel restricts the development of the brand and affects the market's recognition of the brand, so the circulation channels of Lok Fei Bao and Yong Gao are different. In the conventional wholesale circulation area, Le Feibao also sells products online and offline, and all online channels adopt the mode of online store joining.

In this way, online and offline interference does not interfere with each other, but also has the role of promoting each other.

2. new brands aim at emerging markets for children's shoes and clothing.

Xu, deputy chief executive, said that Le Fei Bao focused on children's outdoor products market and tried to adopt the hottest selling mode to achieve innovation in products and channels.

The company further exploited the two emerging markets with the help of Lok Fei Bao brand.

"In recent years, businesses have stepped into the field of e-commerce. E-commerce is the trend of development in the future. Enterprises must seize the opportunity and strive to sell online and occupy a territory.

"Xu deputy general said.

3. sharing resources to promote the development of new brands

Mr Xu believes that the achievements of Yong Gao's brand have many resources that new brands can share.

First, the comprehensive resources such as technology projects, R & D platforms and production platforms that Yong Gao people master can provide technical support for new brands. Two, brand awareness and reputation, and the evergreen brand have been combined with the distributors of all regions in the country for many years under the management concept of "abide by faithfulness, pragmatism, innovation and humanist", and won the trust of consumers and won the recognition of end customers.

The company launched second brands, under the influence of evergreen people, naturally easy to be recognized and accepted by consumers.

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Lin Chuanbo: enterprises create "multi brand" in order to increase more profit points.

There are many phenomena of creating multi brands in children's shoes and clothing enterprises. The starting companies create multiple brands, which are considered to increase more profit for enterprises.

A company develops similar styles. If there are two brands, you can choose two customer groups.

With sufficient customers, the company's output will increase and its profitability will be improved.

Mature enterprises consider the complementary market and exploit new markets. Therefore, they will distinguish between brand product style and market positioning.

"A brand positioning cannot be covered at the same time.

Some children's shoes and clothing brands are positioned in the middle and high grade. They hope to launch new brands so as to attract middle and low end consumer groups and occupy a place in the consumer market.

"Lin said.

Liu Wensheng: brand operation teams compete with each other to promote development.

1. excavating children's outdoor market, complementing styles

As Hengsheng Group operates two brands, the location of the Jazz rabbit and the len jack jack brand are different. Hengsheng Group's Jazz rabbit brand is the European style fashion line, while Ling Lun jack is walking the outdoor leisure style route.

The Jazz rabbit is a collection of children's clothing, child shoes and related accessories, complete categories, positioning the high-end market, and Ling laenjack mainly do child shoes, go circulation channels, positioning the low end market.

Director Liu believes that the creation of multiple brands for children's footwear enterprises is to make full use of the complementarity of the products and fully tap the market resources.

"At present, the market of children's sports shoes and clothing is developing rapidly, and children's outdoor footwear market has just started, and the competition among brands is relatively small.

The development of adult outdoor products has further led to the increase in demand for outdoor products for children.

Children's outdoor products are the future development trend.

"Director Liu said that the development of the brand is the development prospect of children's outdoor market.

2. "multi brand" operation can create a good competitive environment.

At the same time, the operation of multiple brands can create a good competitive environment for enterprises, thus forming a brand promoting each other and promoting the brand's continuous development.

1., the agent team will form a competitive mechanism; 2., the competition among the two brand operation departments of the same company will result in performance and other aspects, so that each brand will sail to the fast lane of development.

Xu Jianxiang: contact more excellent agents with new brands

1. to fashion high-end children's shoes March, complementary channels

Mr. Xu said that although the brand of Brad and beneli are children's shoes, their products are of different styles. The dragon is the main body of Fujian leisure sports style children's shoes. The brand style of Guangdong is more fashionable.

The channel positioning of the two is also different, while Peter dragon is walking the wholesale channel, while beneli is a super channel and a more high-end location.

2. new brands can take the "ride" and quickly open the market.

As for why companies need to create more brands, Xu also has his own views.

He believes that the brand awareness of some children's shoes and clothing enterprises has been opened in the market, and the channels have also been established and perfected, and the sales performance is stable. Then, when they launch a new brand, they can quickly exploit the market with the help of the original brand influence, which can achieve success and achieve twice the result with half the effort.

3. take a more active position in customer choice.

"Part of a single brand sales performance is poor, once the funds are defaulted by agents, and can not be replaced at once, then enterprises are easy to get into trouble.

Relatively, if some enterprises have multiple brands, they will have the initiative in the choice of customers and capital turnover.

"Xu believes that enterprises can reach more excellent customers through new brands. This will also create competition pressure for the original brand customers, and the survival of the fittest can promote the development of enterprises.

Two, how to create and operate "multi brand"?

Xu Yu: distinguish brand positioning from independent operation team

1., the necessity of brand positioning differentiation.

Over the past few years, many enterprises have created second brands, and some of them have failed.

Xu believes that the main reason lies in the fact that the technology and production capacity of the products have not kept pace, and that the corporate culture and brand culture are not clear enough.

The differentiation of products determines the vitality of a brand. Regardless of whether the first brand is excellent, the new brand must be separated from the original brand positioning.

"Some enterprises push the second brands, most of their original intention is to reduce costs and enhance the overall competitiveness of enterprises.

Perhaps the original brand profit point is low, perhaps the original brand's popularity is low, and it is at a disadvantage in the market competition. The enterprise hopes to build up new sales volume through new brand and operation team, which can be realized, but it can not change the trademark without changing the product.

Although the number of regional customers is increasing, the sales volume has not increased substantially, because the second brands have the same style as the original brand products, and the "channel" in the same area will inevitably generate "Bo" sexual conflict.

It can not reduce operating costs, nor is it conducive to long-term development of enterprises.

"Xu deputy general said.

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2. the brand research and management team must be completely independent.

Xu believes that not all enterprises have the ability to create multiple brands.

Brand positioning is different, requiring enterprise research and development to be independent, and the operation team should be re organized.

In addition, when the second brands are built, the first brand has already done very well, and the consumer's awareness of the brand has been very high.

Lin Chuanbo: "multi brand" operation requires a lot of money to ensure.

"Building a brand must have enough funds to protect it.

The brand of jazz rabbit is a monopoly channel, and its product development, brand promotion and terminal store management must be carried out simultaneously.

Although the brand of Ling Ling jack is a wholesale channel, its investment in product development will not be lower than that of a jazz rabbit.

"Director Lin believes that the operation of every project is inseparable from the" weapon "of capital.

Therefore, every enterprise should consider whether or not to create multiple brands according to its own strength.

Liu Wensheng: reorganizing the agent team to maintain brand personality

1. each brand agent team should be set up independently.

Director Liu believes that each agent has different types of affiliate teams, such as those who originally made sports shoes, and their franchisees are also mainly sporting and leisure products. If agents are to represent another style of products, they will not match their original channel resources.

Therefore, the independent establishment of the agent team is conducive to the development of each brand.

2. always maintain brand positioning.

"When a company operates multiple brands, it must maintain its own brand positioning.

For example, Ling Njak is walking the wholesale market channel, while the Jazz rabbit takes the exclusive channel.

The most important thing is brand image.

We will never allow len Jack's shoes to enter the sales of jazz Rabbit clothing stores. If children's outdoor shoes enter the specialty store of jazz rabbit, the whole image of the fashionable leisure terminal of jazz rabbit will be changed.

"Director Liu said.