Marketing plan to upgrade the brand children’s clothing
Combined with the animation and put forward the concept of living museum, may all be regarded as China’s Brand Children’s Wear in marketing an attempt to upgrade on the children’s clothing to join hand animation has “hundreds of thousands of horsepower, seven divine power” in Astro Boy, is undoubtedly Chinese people born in the 70s cartoon image of one of the most familiar, but now, “70 after” a chance and only primary school or even kindergarten children who share the childhood memories. This stems from animation image and children’s wear market, joined the increasingly close integration.
Two years ago, in the 85th Canton Fair, China’s textile and apparel Clothing & Accessories Fair, as a representative of animation children’s wear, children’s clothing Atomu the emergence of the same name, they were welcomed to a large extent, be considered to achieve by the animation industries to an extension of garment industry. The creation by the Japanese comic artist Osamu Tezuka, magical wand image of little robots have been in the clothing covering the field of casual wear for men and women, and children’s clothing products, stores are located in Beijing, Shanghai, Tianjin, Chongqing, Guangzhou, Nanjing, Chengdu, Hangzhou, , Xi’an and other medium-sized cities.
In fact, not only A Boy and Japanese animation, a lot of animation images are joined in slowly into the field of children’s clothing in recent years, animation has been imperceptibly guide the children’s consumer awareness. Parents and teachers have found that children began with the animation characters who have a more intimate contact. Little 4-year-old kindergarten in Chongqing City, Baolong the Taipan, wearing a Sasakuma small shirt, dirty clothes, obviously, but he was reluctant to come off. Little mother said: “are watching TV to learn, some time ago that Blue Cat, now Sasakuma.” Lele children to bear, Spider-Man and other cartoon characters as their idols. It is to seize the children of this psychology, business would derive from the animated film and a series of products.
In recent years, to launch a group of film and television animation animation image and the earlier protagonists, are increasingly becoming the children’s favorite, especially in the last few years have seen the Crayon Shin-chan, Teletubbies, Transformers, etc., are affecting the child their demeanor, as well as ideas about consumption. Some parents said, what the animated hit film on television, then the market will have the appropriate product to sell, and these are often expensive brands of clothing. The early childhood education sector have also that “the kids at home, apart from playing with toys, is to see cartoons, they are particularly vulnerable to the impact of animation, Dressing like to use them to identify things, while the cartoons where the protagonist they are most often recognized. ”
In fact, many animation image are winning recognition from the audience began to embark on an extension of the road product in the field of children’s clothing brand the more obvious examples is to develop animation image of the corresponding brand children’s clothing and so on.
Already have more than one authorized by the animation image of the Cosmos Sheng Jinjiang shoes and apparel company, is still in the plan to create a cartoon image of the self. Lin Wei-Sheng Sheng, general manager of Manhattan, said this year’s preparations for the introduction of a South Korean Wan Tai Sheng cartoon image of comparable Bear. However, the Cosmos Sheng Xiong will be comparable to re-create, capture into line with China’s themes and the Chinese elements in a new animated film. ”
Although we have many well-known brands to grant the right of animation, but after all, is not their own. The Bears invested heavily in preparing to create a comparable, that is, want to have their own cartoon brand.” Lin Wei-Sheng said. Compared with other brands start from the animation industry, and then extend to the way the field of children’s products, children’s clothing company in Quanzhou, another Green Garments Co., Ltd. against its Daoxing of.
Company believes that, at present, the company joined the brand children’s clothing brand despair despair tick tick Bear deeply loved children, Green is also preparing to fight despair caused by a tick bears the image animation to further enhance visibility. It is understood that the near future, Green plans to invest 1 million, and Golden Eagle cartoon cooperation to despair tick Cubs as a prototype, creating an animated, cartoon Golden Eagle will be responsible for a nationwide satellite television and on satellite television to promote the film.
Men learn from terminal mode
In fact, for joining the field of animation in an extension of children’s clothing, in the CHIC2008 embody the relative concentration of expertise in this Asia’s largest apparel show, the animation image of the exhibition has become one of the highlights children’s wear brands, Mickey Mouse, Snoopy and other cartoon classics Anime characters, and some unknown image occupied Kids Museum. Children with a combination of animation may be regarded as China’s Brand Children’s Wear in marketing an attempt to upgrade on.
In fact, Chinese children’s wear companies such attempts as well. Following the large number of men’s brands, sports brand presented and begin to build living museum, Sports City, the most recent period, Quanzhou, one with a lot of children’s clothing enterprises, but also spontaneously made children’s clothing in the market the concept of the museum of life, ready to enrich the product category and the experiential consumption patterns, to promote children’s wear market upgrade. The industry believes that at a time when children’s clothing brand of domestic consumption, high-speed growth period, children will be following the men’s area, the Fujian Province were also a force in clothing.
The highly competitive field of children’s clothing, Quanzhou, children’s clothing industry, the first in China to build Children’s Museum of life, it will help capture the market heights. Living Museum in recent years began to rise in the domestic apparel industry as a terminal sales model. Living Museum is no longer confined to a particular brand of one-class products, but in order to enrich and serialization of products to attract consumers, to promote the one-stop, experiential consumer ideas and lead the appropriate lifestyle and consumption patterns .
At present, Fujian Province to send clothing section, the seven wolves living museum more forming. 7 wolves living museum’s bewildering variety of products not only have seven wolf men’s multiple sub-series products, but also including women’s and children’s clothing. At the same time living museum also introduces fitness, beauty, food, and guide consumers to fashion consumption patterns.
“We want to build a ‘cartoon carnival’ and seven wolves living museum is a similar concept,” Lin Wei-sheng, Wan Tai Sheng ready to “Cartoon Carnival”, the company has the right to use Altman, Powerpuff Girls, rogue animation image of the rabbit, etc. through “string loaded” approach, all included in the inside, “different cartoon characters may have different fans, like Altman is a little boy’s idol, even by the little girl Powerpuff Girls welcome, We put these brands into one, will be able to meet different consumer needs. ”
In the company’s plan, “Cartoon Carnival” is not just to sell children’s clothing, the child will eat, drink, play music in the form of integration, to promote the concept of a happy life, to educate consumers to the health of children learning and healthy development philosophy. Zhao, chairman of the Green River, said the company is preparing to despair tick products that further extend the brand. At present, the despair tick has small children’s clothing, infant and children’s clothing, children’s shoes and other products, and then, despair tick brand image will continue to be extended to bags, toys and other areas of children’s products.
“These products may not be extended out of our own doing, may authorize the production to others, our goal is to make the brand so deep, be thorough.” Zhao-ho says. At the same time, the company also plans to build the same as the Cosmos Sheng “integrated” type of sale terminals, despair tick living museum of children’s clothing has been prepared and the cost of living museum can see not only children’s clothing joining products, will also have a wealth of children’s products, the company point of sale terminals goal is to build a children’s consumption of goods kingdom.
Professionals in the industry believe that the current children’s clothing brand of domestic consumption, although the peak, but the long-term large foreign brands occupy the domestic front-line market, coupled with a number of foreign trade enterprises are turning to children’s clothing for sale in the domestic market and increased competition. Fujian, Zhejiang and other men’s clothing section in the field of battle years later, also began to spread to the brand children’s clothing industry. “Quanzhou basis of a good children’s clothing industry, the next step is to enhance the operation of the brand.” In fact, not only in Fujian, children’s clothing combined with the animation and put forward the concept of living museum, is a very good try.
