Sports brand high profile layout children's wear market

In the past two years, the brand slogans of various types of children's wear enterprises began to appear frequently in advertisements. “One more love, one more future”, “Wonderfulness comes from oneself, the future comes to me”, “We grow together”, and the children's brand of Quanzhou becomes the successor After the sports brand, CCTV and other major media are frequent visitors.

On the one hand, the adult sports brand is still in the adjustment period. On the one hand, it is the rapidly developing children's shoes and clothing market. As more and more adult brands start to get involved and invest more in the children's wear business, there is a competition for resources in the children's field. The war started.

Advertising has grown exponentially After "China's Good Voice" and "I am a singer", at 19:00 today, a new music show "New Generation of China" for children under the age of 14 produced by Golden Eagle Cartoon TV will be officially launched. On the background of the screen of the preview of this preschool version of the “China Good Voice” talent show, we saw the symbol of Quanzhou 361° children's wear.

Chen Shuqing, deputy secretary-general of the Fujian Children's Shoes Association, referred to this cooperation as “heavyweight” and believed that Quanzhou Children’s Brands have released signs of rapid market expansion with advantageous resources, both in terms of sponsorship amount and program influence. .

In fact, the Quanzhou children's brand has taken advantage of the new round of promotional efforts, and it has already performed very clearly since last year. Tutu Children's Products once dumped 30 million yuan to throw away CCTV advertisements, while children's products companies such as ABC, Hyena, and Yonggao also each placed about 10 million yuan in CCTV advertisements. According to preliminary estimates, last year, the amount of advertisements placed by CCTV's children's products enterprises in Quanzhou exceeded 100 million yuan, setting a record high for years.

“This year's launch is even greater. At present, preliminary statistics show that several local children’s shoe brands have already invested 150 million yuan. These do not include general children’s wear enterprises and adult sports brands,” said Chen Shuqing.

While the total number of channels and methods for diversified advertising has increased, the “diversification” of channels and methods is considered to be a clear feature in the field of children's products this year.

"The previous delivery model was more 'point-like', such as sponsoring a program, showing off the brand at the end of the program, lack of continuity, and not enough influence on the brand and sales of the terminal; now Most of them are 'banded', and programs that can arouse viewers' resonance and continuity are selected to do more in-depth branding in the program and at the same time combine with the terminal in the course of operation.” General Manager of 361° Children’s Wear Co., Ltd. Chen Zhicheng stated that this is also the reason why the 361° children's wear choice and the “New Generation of China” cooperate.

In addition to being more rational and targeted in the selection of resources, the channels for advertising are more diversified. “It is mainly reflected in the application of some new media, such as Weibo, WeChat, etc.” said Chen Shuqing.

For example, ABC Children’s Wear attaches great importance to microblogging marketing. At present, ABC’s Sina Weibo has 180,000 fans, each of whom has become a potential marketing target, disseminates information on companies and products through daily microtext, and has various forms. Content-rich Weibo topics and activities have strengthened the links between brands and fans, and also established corporate and product image.

Yonggao first tried the "micro-anime" marketing for the first time this year, using the whole year as a main line, and launching corresponding non-profit cartoons at various nodes such as Mother's Day, Father's Day and Mid-Autumn Festival. Information is integrated into it.

Drive the overall performance to improve "The children's clothing industry will enter the 'blowout' phase two years later, and it is expected that this year's growth can maintain two or three percent." In Chen Zhicheng's view, the current investment is more like an early market layout.

In fact, under the background of the collective downturn in the sporting goods industry in 2012, the children's wear business has become a rare “bright spot” in the annual reports of major brands.

According to the 361° annual report, the turnover of the 361° children's wear series increased by 97.7% to 370 million yuan, accounting for 7.5% of the company's turnover last year, which almost doubled compared to the previous year. The average selling price and sales volume increased by 25.7% and 57.1% respectively. At the same time, as of the end of last year, there were 1590 children's clothing stores in 361°, an increase of 433 over the previous year. The company also plans to add about 150 children's clothing stores in 2013.

In the investment report of 361°, the development of the children's clothing business was more clearly defined as a “forecast” plan, arguing that children's wear expands its product portfolio and explores sources of income, “which can be a driving force for future growth”.

It is expected that more than 361° of children's clothing will develop. Anta also stepped up the development of the children's sporting goods series last year. The number of stores increased from 632 in 2011 to 833. It is estimated that by the end of 2013, the total number of children's sporting goods shop series will reach 950-1000. Xtep also said that it will continue to expand its children's wear business and plans to add 100 to 200 children's wear stores in second and third-tier cities this year.

It can be predicted that with the intensification of competition in the children's wear market and the increased investment of adult sports brands in the children's wear business, the competition for resources in the children field will intensify, and the concentration of advantageous resources to big brands will also accelerate the “reshuffle” of the children's wear market. ".