United States of Fujian dragon group of children’s necessities Xiefu bra
Europe and the United States of Fujian dragon group of children’s necessities Xiefu brand” Tutu” this year will increase strength to develop deep area of Guangdong small school apparel market. It is understood, since the end of 2011, the company has been in Guangdong deep regions of the small school apparel market gradually formed a model of market. The company has received a total of up to now at the beginning of the year, more than 230000double school
Group general manager, Jiaxing said, all the time since, most of our city school apparel processing customized for local processing factory direct production, selection of brand enterprises for their own production and custom school Xiefu school scanty. On one hand, the school didn’t subjective consciousness; on the other hand, brand children Xiefu enterprise also has not dig this “cake”. But with the economy of our country countryman continued at a rapid development, the consumption level of consumer gradually, school equal education more attention. Thus, standardize students wearing be imperative, this will become the children’s apparel industry a development opportunity.
Ke Jiaxing also revealed that the choice of expanding the market area as Guangdong deep reasons. One is because the first-tier cities small school shoes more standardized management; two is out of market strategy consideration, namely the hope is occupational commanding elevation, and then to the other various market breakthrough.
On Europe and the United States of Fujian dragon group : founded in 2003September, the cheap air jordan shoes of 120000000, is a collection of children’s products, apparel, real estate in one of the company. Dragon Europe and the United States more than 2500 employees, with an annual output of6000000 pairs of shoes, under the ” Tutu” brand was founded in 2006, located in the ” build China ‘s first brand of children’s health”. In 2008, the media had discovered the Dragon Europe and the United States may be suspected of infringement of animated cartoon” Tutu” big ears copyright. 2010, Europe and the United States and Shanghai ‘s Dragon announced big ears Tutu media Ltd. announced a strategic alliance, joint development” big ears ” of Tutu animation image in the field of sports product development, production and marketing.
( Chinese shoes”, in Tong Yan’s consolidation )
China Research Center for children’s industry reviews:
L” Tutu” beach School Apparel Market: the school shoes as a starting point
Current, market competition is increasingly intense, new materials, new functional breakdown products emerge in an endless stream, which makes the established market segment capacity is getting smaller and smaller. At the same time, enterprise occupied the market cost and market risk is rising gradually, and the introduction of new product success probability and operating profit decreased. And children’s shoes market is similar, children’s wear market competition is intense, especially in adult clothing brand with its brand influence and terminal channel step into this field case, traditional children’s clothing enterprises development pressure rise. Accordingly, can say,” Tutu” brand to market at school apparel market, is in fact the children’s shoes, children’s wear market turn white-hot competition trend
From” Tutu” at school apparel market achievements, mainly concentrated in the shoe product line. On the one hand, and the” Tutu” brand of its own development path,” Tutu” brand initially localized in the children’s shoes, until 2010October was officially launched the “Tutu” brand children’s wear, the” Tutu” brand advantage is still mainly concentrated in the shoes. On the other hand, also with uniforms, school shoes in China student groups in the universal order relation. At present our country city school uniforms has been very popular, in this period, part of the school in the school uniform has been relatively stable supplier. While the majority of school shoes market has not been fully developed ( as economic development of Guangdong deep area school shoes first promotion market ), and children’s shoes than kids in technology, capital doorsill taller, competition with relative ease, this also objectively as “Tutu” more smoothly into the field of school shoes to create the conditions.
Chinese children industry research center thinks, if many were admitted into the rigid requirements of school students to dress, shoe market will get enormous development space. For” Tutu”, takes the lead to enter this field can establish some first-mover advantage, but also can drive the relatively new children’s product line into the uniform field, is expected to win the overall growth performance. Of course, the school apparel market to include” Tutu”, children’s wear, children’s shoes to animation image of authorized brand significance is not limited to. ” Tutu” brand as an example, according to statistics, as of 2010November, the country has more than 1500retail terminals, in addition to the animated film of the same name” Tutu” big ears play also received great feedback, with the brand image and visibility of the endorsement,” Tutu” with its products into the military shoes the market can not only make the procurement school more successfully convince their parents to buy, can also help the company in sales area expand famous degree, so as to promote the students’ parents two consumption.
*
L our school apparel market needs change
From the children’s wear, children’s classification, school children Xiefu belongs to in specific situations ( Campus ) dress. Education of parents and students generally agree that wearing the uniform of the school shoes, uniforms can cultivate students’ team spirit, enhance the sense of collective honor and cultivate students’ concept of equality. At the same time, the school is also the school culture Xiefu brand visual identification system of the important elements, can directly show the school ethos school appearance and culture.
In Japan, South Korea and other countries, most schools have school uniforms, school shoes, socks, or even backpack. Fashion style and excellent quality can not only students’ parents agree, more get of social all circles and pursued, consumption group is very wide, and even in the clothing market in the formation of a new category, and drives a similar brand apparel sales increase. In Britain, some with deep cultural background of the clothing brand and even by the start of school uniforms, such as the established in 1865N&L ( New&Lingwooci ) was a British nobleman school Eaton college special uniforms, today it has entered the conservative British society, in addition still Eaton public school services, the brand has also gradually began to expand overseas market. In contrast, although our country elementary school students more large groups ( the national Ministry of education statistics, as of the end of 2011, the national primary school there were 257400; by the end of 2010, a primary school more than 17380000 people ), the school apparel market segments of the actual development situation is opposite lag. Old style, fabric, color monotonous, poor quality of the quality and safety of the just passable are our country school shoes, uniforms criticized by reason. In addition, in order to bid consisting mainly of sales mode resulting in the market order disorder, the low level of marketization. In some areas a monopoly phenomenon is very serious, many school apparel production enterprises suffer unspeakably, strive to transformation.
Chinese children Industry Research Center, along with the market of children’s wear, children’s shoes brand enterprises have to enter this field, the market will be gradually raise the threshold, the market order will forward the way of standardization development. In fact, in 2010 in Hongkong listed company president Dr. frog Zhongzheng used in an interview said, the company had nearly all of Shanghai ‘s primary and secondary school uniform market. However, for” Tutu” this new brand, how will the terminal retail market sales capacity into the market channel capacity in the school, how parts of sample market experience to copy will become the next urgent problem.
*
L school apparel enterprises to the road of brand management
What kind of school product can simultaneously by the purchaser ( school ) and consumer ( students and their parents ) approval? We understand it, in addition to good quality, due to the basic properties, the school business to shape the brand and marketing strategy is very important.
In the case of Japan, many of the country’s leading school of business ‘s products with special brand, and attaches great importance to the market investigation and fashion trends, according to market demand changes, adjust product categories. In addition, also attaches great importance to the cultural propaganda, have regularly held exhibition industry practices. While the South Korean enterprises are very pay attention to the use of advertising marketing. Many school apparel brand at invited popular youth idol endorser, such as Korea Korea SMAT brand on the invitation of pop idol Moon Geun Young as spokesman, this approach not only has idols speak brand product sales volume soars, also often can effectively attract students’ attention, and make students truly loves his school shoes, and wear them be proud of cheap dr dre beats
While the domestic school of business, actively or passively will more energy in the customer and channel maintenance, despise the product quality, brand management and the enterprise long-term development plan. Chinese children Industry Research Center, in the big environment change under the background of our country school uniforms, the standardization of the market will be the future trend of development, after some grey areas will gradually be eliminated. Therefore, our school business and to enter the market of children’s shoes, children’s clothing enterprises can draw lessons from and learn the national counterparts in the quality of goods, brand planning, infiltration of the cultural aspects of Philosophy — the brand of philosophy could be related enterprises in this segment of the market development and expansion of the core competence.
Processing your request, Please wait....
