Hung Hom children's clothing strike out cheap fashion happy flying

At present, more and more mainstream adult wear brands have seen the opportunity to grab the children's wear market one after another. At the same time, some well-known foreign brands have entered the market strongly and seize the share of the domestic children's wear market, which makes the market competition more fierce, such as: Balabala, Anta children, 361 For children, Belle acquired the brand to enter the field of children's wear.

The transformation of export companies into the children's consumer goods market, such as Wenzhou's Laimeng children's shoes, Shanghai love manufacturing, etc.; shopping malls brand channels down, gradually transition to monopoly; children's products manufacturing companies have built their own brands, with the shortest supply chain links into the market Such as: Cardin, Qi Bohui, Tutu, Shepherd.

Relevant children’s brand advertising efforts have been increased. For example: brand advertisements such as Balabala and shepherd boys are flooded with CCTV advertising channels; the combination of store models has been formed and multi-brand and multi-category groups such as Magic House and Baby Island have been formed.

In addition, children's products street, shopping mall children's wear floor has been formed. Moreover, consumer demand has gradually shifted from being monolithic to diversification and differentiation.

Joint Advantage Media Innovation Business Model

For companies that focus on the children's wear industry, the current market reshuffle is both a challenge and an opportunity. Red Dragonfly, who has been working hard for many years in the field of shoes and clothing, recently fought hard in Beijing and held a field contract signing ceremony with many franchisees. He promoted the Hongye Children's Wear integrated shop model to lead the trend of “cheap and happy fashion” and heralded the children's clothing at Hung Hom. Will fly all the way in the country.

We can't help but ask: This shoe brand, which has always given many people an impression that looks like the general public, can now smoothly realize its extension to the children's wear market.

Wang Jianbin, vice president of Zhejiang Hongyi Shoes Co., Ltd. believes that, first of all, in the marketing of Hung Hom children's clothing in recent years, not only focus on the placement of the central video channel advertising, but for the needs of corporate brand promotion, select the dominant media The planning and publicity of advertisements, public relations, consumer interaction activities, product innovations, and other systems have created a real connection between their brands and the consumer groups they are concerned about.

Secondly, China's children's wear industry has a promising market. Red Dragons Children's Wear is rapidly replicating the marketing mode of adult shoes. It fully integrates talent resources, agent resources, supply chain resources, and management resources to establish a clear positioning for Hung Hom children's wear. It also allows consumers to understand the difference between Hung Hom children's wear and other children's wear brands.

To this end, Hung Hom children's clothing is positioned to create "cheap and happy fashion" brand for the new generation of children from 3 to 12 years old. Hung Hom is to grasp the current lack of opportunities for children's wear industry leader brand, a strong brand image.

In addition, from the perspective of the domestic children's wear market, the entire children's wear industry presents a fragmented competitive landscape, which is still in the “Warring States Period” of the staking and enclosures. The concentration of children's wear brands is not high. This provides an opportunity for the domestic children's clothing industry to reshuffle, but also makes the emergence of leader brands possible.

For the continuous entry of new brands of children's wear, industry insiders said that if it is dislocation competition and the formation of complementary cluster effects, it is undoubtedly the icing on the cake for the overall development of the children's wear industry. The positioning master Trout said long ago that the essence of positioning and the quickest way is to "fight first."

Wang Jianbin said in an interview with reporters that Hung Ho hopes to continue to lead the international children's wear fashion culture through the innovation of business models and lead the “brand era” of China's children's wear industry. It plans to grow by more than 60% in 2012, and the children’s clothing and children’s shoes business will increase in three years. 4 times more.

Children's wear integrated shop model to open up new business

Wang Jianbin explained that traditional specialty stores are often sold as single items, the products in the store are relatively simple, the image of the store is relatively boring, and the brand integration store can display the products of different brands or different styles of the brand in a concentrated manner. Product mix is ​​even more abundant and the image is more prominent.

In addition, presenting the brand's products to consumers at the same time will give consumers a shocking effect, which will greatly enhance the brand's popularity and reputation in consumers' hearts.

The integrated shop model can be said to be a one-stop shopping experiential marketing platform to create a warm and interesting place for parents and children to enjoy.

Hung Hom children's clothing is committed to creating the concept of "cheap and happy fashion". Through the exploration and analysis of the ZARA model abroad, Hung Ho proposed a new terminal model called the brand integrated store model (GT).

As early as in 2007, the Hung Hom adult shoes integrated shop model has been pushed across the country, and new stores or original single store renovations will be used to expand.

Relevant data show that there are roughly two types of adult adult shoe stores in Hung Hom. Larger stores have a larger area. There are four types of clothing, shoes, leather goods and accessories in the store. Hundreds of male and female products are sold in the store. Small integrated stores generally only sell. Three other types of clothing outside the product.

After changing into an integrated shop, the efficiency of a single store has increased by 25%, and the good efficiency has increased by as much as 300%. For example, if a traditional specialty store can only store 300 pairs of shoes and transform it into an integrated store, the store can display 100 items of jewelry and 50 bags in addition to the original number of shoes. The rate will be greatly increased.

Statistics show that the population of the second and third tier cities accounts for more than 60% of the total population of the country, and second-tier cities account for 55% of the country's total economic output. The consumption potential is huge.

At present, in the 50% domestic children's wear market share occupied by foreign brands, almost all are concentrated in the first-line center cities. Unlike the first-line market, the growth of the second, fourth, and fourth tier cities will be a long-term release process, which requires the children's clothing enterprises to have a lasting endurance.

For children's wear enterprises, almost all of them are beginning to realize the importance of the markets in the second, third and fourth tier cities. In the channel laying, Hung Hom children's clothing has just chosen the second- and third-tier business districts in Tier II cities, Tier 1 and Tier 2 commercial districts in Tier 3 cities, and Tier 1 towns and other business districts as in-depth development markets.

As a result, the Hung Hom children's wear integrated shop model came into being in this context. Hung Hom's children's clothing store operates hundreds of children's and children's products including children's wear, children's shoes and accessories.

If the price of children's shoes is generally between 119 yuan and 259 yuan, transparent, affordable, stylish children's clothing store, sports and leisure, popular leisure, fashion and leisure for the style of positioning, high-grade quality, medium and low prices to meet the needs of new generations of parents . "Cheap and happy fashion" is Wang Jianbin's argument that it is "affordable and happy fashion."

The creation of this innovative model for children's clothing integrated stores is not just the innovation of channel terminals. It is also the height of Hung Hom's sub-brand planning, product structure, R&D and design, procurement, production, logistics and distribution to terminals. Collaborative operating system.

The extremely fast market reaction speed is the foundation of the innovative business model of Hung Hom. In the course of many years of growth, the Red Dragonfly practiced a "quick effort." Through the integration of large and small shops, as well as counters in shopping malls, supermarkets, and shoe cities, the number of stores has been increased and expanded, and outlets have broken through 1,000 outlets. In these markets, Hung Hom children's wear has established a brand name of “cheap and happy fashion”.