Seize The Brand And Authorize Jinjiang Children'S Shoes To Go Out Of "International Norm"

Recently, international

Dora A dream children's shoes debut in Xiamen International Conference Center.

It is understood that the brand is inspired by the international brand duo A dream together with happy Mickey children's products Co., Ltd.

Coincidentally, Chun alliance shoes signed Sesame Street and Jill to win the international tide brand big mouth monkey, Li Xun became the only distributor of HELLO KITTY children's shoes in China.

Unlike the 10 years ago, when local brands got together to empower and build brands, they authorized the brand to become an internationally renowned brand, and every company opened a different "child" era by creating new business models.

Sesame Street, duo A dream, SNOOPY, HELLO KITTY, Thomas train, Martha Lahti, Mi Fei...

This is just the tip of the iceberg of the famous international brand introduced by local children's shoes.

It is easy to see the whole panorama. In less than 3 years, the international licensed children's shoes occupy almost half of the domestic children's shoes.

"We already have two international authorized brands, and then we will spare no effort to win as long as there are suitable and good international licensing brands."

Huang Lipeng, general manager of Quanzhou Li Xun children's Articles Co., Ltd. (hereinafter referred to as "Li Xun") pointed out that after 2010, many factors such as poor domestic market economy and overcapacity of children's shoes led to the industry's shuffle ahead of schedule, and a large number of local independent brand children's shoes gradually declined.

On the contrary, Li Xun, with the help of SNOOP, successfully cut into the middle and high-end children's shoes field, and quickly opened its popularity online and offline.

At the beginning of the trial, a lot of benefits were gained from the licensing of international famous brands.

Huang Lipeng pointed out that the high starting point of international brands allows enterprises to omit the incubation period and the advertising input of brands.

More importantly, in a mature channel, a good brand is the key to successfully break the channel barrier.

Last year, the application of Tmall channel from the application to the investment station undoubtedly brought great barriers to new entrants.

Even so, Xiamen Taylor Trading Co., Ltd. was authorized to win the Thomas train and successfully entered Tmall channel and achieved good results.

Chen Lin, deputy general manager of the company, said: "Thomas animation was founded in England, and it has been 70 years ago. Its cartoons and films are playing over hundreds of millions of times worldwide.

The influence of this brand communication is unmatched by any new brand or domestic brand.

Next, we plan to integrate more famous animation resources around the world, so as to build an authorization platform for baby industry, and make a reserve for rapid brand building.

"Looking at the whole market, product competition is becoming more and more intense, and the phenomenon of brand homogenization is more serious. For most consumers, consumers are buying brand products under the condition of" no bad money ".

Many well-known international brands are more and more popular among consumers, and some brands have long been popular among consumers.

In addition to spending a lot of energy and time to build brands, choosing an international brand authorized operation is a rational choice. "

Jun Lian, deputy general manager Zheng Yongqi said.

When "international famous brand + local children shoes" become famous brands of children's shoes in the world, profits and losses are doubled.

This time, there are many traditional brand enterprises that take the internationally authorized brands, such as "A".

Of course, there are still a number of veteran shoe companies always stick to their own brand camps, hoping to make good quality long-term brand.

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"Two times" innovation enables brand DNA to integrate into products

10 years ago, authorized brands plus local children's shoes were brand children's shoes. Nowadays, the two development of authorized brands and the integration of their main essence into products and current market trends are the key to the success of this wave of children's shoes.

The original Dora A dream is blue, and now the Dora A dream children's shoes are black.

Duo A Luo Zhengming, director of the brand operation of dream children's shoes, pointed out that after in-depth market research and consumption analysis, happy Mickey gave the 46 year old international cartoon image a new vitality: the blue duer A dream was displayed in three colors: "black + white + yellow", and the deep exploration of its intelligence and upward exploration spirit was carried out in a more fashionable fashion product to create the international tide brand image of "International Animation + trend elements".

In order to better

In connection with the acquisition of Sesame Street, Junlian shares conducted in-depth research and analysis of SESAME STREET (Sesame Street). According to the reputation and audience demand of SESAME STREET (Sesame Street) in the market, the details of style design and process production were rigorously evaluated.

"What we need to do now is to integrate Chinese elements into the products according to the physiological characteristics, habits and preferences of the Chinese people, and to develop and design the brand name derivatives of Sesame Street with Chinese characteristics, and to keep pace with customer needs through technological innovation and product innovation so as to create new customers, new markets and higher values."

Zheng Yongqi said.

Unlike the above companies, Li Xun is not a subversive reform of Duo A's dream children's shoes, nor is it a multi category development of Sesame Street. In the SNOOPY and HELLO KITTY, Li Xun is digging up the authorized brand elements and integrating real DNA into products.

"Commodity is the core of Li Xun's brand building. The origin of a pair of genuine international licensed brand children's shoes will come from the children's shoes craft itself."

Huang Lipeng pointed out that the combination of commodity and authorized brands, the intrinsic functions, materials and quality of work will affect the competitiveness of licensed brand children's shoes.

Subversion of traditional model children's shoes usher in a new era

Children's shoes enterprises should use their internationally authorized brands to make their own lives. This process is no more than flat channels, from manufacturers to retailers, marketing content, large data settlement of customers, cross boundary integration, and building platforms for long-term development.

In marketing mode, Dora A dream children's shoes were first put forward, with "72% off" strong discount base price direct supply.

It subverts the traditional operation mode of Chinese children's shoes, truly "from bottom to top", and aggregate the upstream and downstream supply chain system together to make profits, while ensuring the high quality production of goods, at the same time, realizing the direct supply of terminal shops.

Luo Zhengming said: "we will launch the marketing method of members under the Internet era for every shop. Through the new mode of VIP management, we will help retailers to build a shop and community from selling goods to selling feelings."

In addition, Luo Zhengming also put forward the new marketing mode of "conference marketing + WeChat marketing", aiming at guiding the terminal dealers to establish a sales mode of "membership marketing and one shop one community", and create a community store that does not close for 24 hours, and deeply excavate the fans economy.

This is the best sales mode for the traditional footwear industry to achieve "seamless online and offline" under the Internet era.

"Our gill + Tong products collection store will hold a china merchants ordering conference in August, and will debut in the major maternal and child chain organizations across the country, SHOPMALL and major Internet channels in November."

According to Huang Chengye, deputy general manager of chilte limited, the products sold by Tong Tong collection store all come from its own brand, covering the basic products needed by the 0-3 year old baby, such as children's wear, children's shoes, baby accessories and other products.

It is reported that the well-known maternal and child chain agencies have sought cooperation with gill.

Why does this outbreak point? Huang Chengye pointed out that the products sold by the mother and infant chain agencies in the original country were mixed up, the quality was difficult to guarantee, and there were very few genuine brand products.

In addition, a store's SKU often has multiple categories, and thousands of SKU products lead to increased labor costs.

Choosing to cooperate with gill, you can purchase international brand products one stop, and the built-in mode of store store helps to enhance the image of the whole store.

Different from the above models, Huang Lipeng analysis pointed out that at present, according to the data,

The proportion of the line and line is 30% and 70% respectively. In the future, it is the biggest trend in the future.

Therefore, Li Xun will increase the layout of offline channels.

Through the introduction of Dr.House multi brand multi brand store, the brand of Li Xun's exclusive channel will be built. With the positioning of every authorized brand differentiation, it will lay a solid foundation for the follow-up strategic deployment of enterprises.