Create a children's clothing brand planning book (2)

2019 is a year of far-reaching significance in the development of China's children's wear industry – an accelerated year of industry transformation. In 2019, the National Bureau of Statistics data showed that the number of children's wear enterprises above designated size increased by at least 30% compared with 2019, and the average sales revenue of enterprises increased by 17.45% compared with 2019; the children's wear consumer market is no longer only a "shrinking version". Adult clothing, for children of all ages, various styles of children's clothing is increasingly rich; in November 2019, China Garment Association also officially launched the "China's top ten children's clothing brand" selection activities, marking the official arrival of China's children's wear industry brand era... ... There are indications that the Chinese children's wear industry is welcoming its peak of growth and development.
Profitability needs to be improved The children's wear industry is undergoing a transition period and has not yet entered a stable and mature growth period. A new generation of brands must stand out from the crowd and rely on the improvement of internal strength and innovation of operating methods. This means that enterprises must design and produce products. Increased investment in all aspects of the sales process, while striving to stabilize and expand market share, but this has caused a decline in sales and profit margins. According to the National Bureau of Statistics, while the overall scale has increased rapidly, the sales profit rate of Chinese children's wear enterprises has decreased by 7.86% in 2019.
The growth rate of the children's wear industry is much lower than that of the entire apparel industry. The profitability of China's children's wear industry is also significantly lower than the overall average of the apparel industry, and it is showing a downward trend. The average product sales cost and average management cost of children's wear enterprises are far higher than the average level of the clothing industry, which makes the gross profit margin of children's wear sales higher, and the net interest rate is lowered.
There is a significant difference in the cost structure between the children's wear industry and the adult wear industry. Taking domestic children's wear as an example, the annual sales of a single store of 500,000 yuan is a good performance. The annual sales of a single store with an annual sales of over one million is very common. The performance of a single store with more than 5 million yuan is in men. It is also common in the loading industry. Although the sales of the children's wear industry is small, the logistics costs, store rents, decoration and maintenance costs, labor costs, and water and electricity costs are quite the same, so the proportion of costs allocated to limited sales is very impressive. The limited cost of the children's wear industry bears the same cost as adult wear, which is one of the main reasons for the high price of children's wear.
Increasing single-store sales revenue and cutting costs is clearly the most direct way for companies to increase profits. In addition to improving sales performance through differentiated competition and brand value-added enhancement, improving corporate management and management efficiency and improving business operations are undoubtedly an important means for the children's wear industry to increase profits.

The low-cost communication strategy of children's wear brands determines the direction of communication and the subject of acceptance, and then you need to determine the channels and channels of communication. The forms of communication are diverse and their purposes are different. In a fast and meager market environment, low-cost communication strategies are clearly one of the good ways to promote brand development. This approach is focused on advertising, including products, word of mouth, public relations, events, sports, focus, and new media communications.
1. Low-cost communication strategy for children's wear: product communication. The spread of products has always been a neglected mode of communication. When the products in the children's wear industry are seriously homogenized, the personality differences of children's wear products are a good way of communication. Children's wear products are placed in the hands of consumers, can truly feel and make corresponding judgments, and their degree of preference directly affects the loyalty to children's wear brands. To make children's clothing products a communication force, we need to make an article on the information attached to children's clothing products. A good children's clothing product is based on quality rather than concept. First of all, it is necessary to form a difference in quality. It is a guarantee for the spread of children's clothing attachment information. Consumers will always make comparative analysis to determine the degree of love after experiencing the product. Quality not only includes product quality, but also functions, design, concepts, packaging, etc. To ensure communication, information differentiation is the most important. For example, you can pass on some unique usage features to the consumer group; eye-catching product packaging, etc., so that your product is the first to enter the consumer's sight. The medium is information, and the product itself contains rich information, which directly affects the purchasing power. At the same time, it can form a distinct personality and unique style, which can promote and help users to understand more about the brand, thus forming a deep impression. People can even judge what brand of product is based on the personality and style of the product. This is the result of product power. The unique shape of the "Sony Love" mobile phone is accompanied by a unique concept of "sound enjoyment", which expresses the meaning of its brand, so that people can see that it is a "Souai" product when they see the appearance.
2, children's clothing low-cost communication strategy: word of mouth communication. People only focus on the communication power brought by advertising, but ignore the word-of-mouth communication brought by the service. The value and connotation of the brand is reflected through the service and transmitted through word of mouth. The key is how you can use word of mouth to effectively spread. It is possible to lock in the role of “opinion leaders” in the consumer group and show them a series of personalized brand services, even special targeted services. Because consumers will spread their word of mouth and influence the people around him through their own personal feelings, this is very infectious and persuasive. This is the real purpose you want to achieve. The author once suggested that a clothing brand regularly convene some VIP users to hold leisure activities in some high-level clubs, and allow them to bring two or three guests to participate. As a result, not only can the on-site sales be realized, but also the number of participants will be rolled, people will be passed on, and people will learn to form a mainstream consumption atmosphere, so that sales will grow steadily. Word of mouth and service are linked together, and there is a reputation after service. Because the service essentially fulfills a quality commitment and advocates a lifestyle process. You did it, touched a consumer, and through a word of mouth, it also touched a group of consumers.
3, children's clothing low-cost communication strategy: public relations communication. Public relations is a permanent low-cost communication tool, and even has the second opinion of public relations first advertisement. In addition to coordinating ** and social public relations, public relations has one of the most important channels of communication - the news media. The media is a credible public opinion platform that affects a large number of readers. How to establish a good relationship with the media is directly related to the customer base where brand information arrives. Media public relations is not simply to advertise or promote soft texts, but to plan and use some events, people, topics and media to form a common focus, so that enterprises are naturally promoted as active elements, leaders and even opinions in the industry. leader. Focus on the brand's sense of social responsibility, industry mission and integrity, so that consumers fully understand the company, and thus build trust in the brand. There is a certain angle and scale to grasp, especially pay attention to not let smart consumers have the feeling of "hype". At the same time, the media is also a double-edged sword, it can also bring crisis, so a media training mechanism must be formed within the enterprise to prevent the occurrence of public relations crisis.
4, children's clothing low-cost communication strategy: event dissemination. Event communication should be said to be the scope of public relations communication. Although it is inseparable from the media, it has its own outstanding utilization characteristics. The outstanding feature is to attract eyeballs, which can attract widespread public attention and high participation in an instant, and is a powerful measure to establish and expand brand awareness. The conventional approach is to invest a lot of cost to participate, but this is not the least costly way of participating. Therefore, how to use the event to take advantage of the situation, leverage the power to put your own brand into the hot spot of public opinion, is a good choice for low-cost communication to build a brand. Some events are unavoidable, depending on whether you will seize the opportunity; some events have a sensational effect, but the cost of transmission is not acceptable to you; some events require you to create something out of nothing. The key to this is whether you will take advantage of opportunities, seize opportunities and create opportunities, and put your brand information and events together in high-exposure hot events, which requires sufficient experience and skills. A communication brand served by the author, by the case of Oaks’s complaint against the Ministry of Information Industry, used the heat of the incident to throw out the news topic of the joint petition of the OEM mobile phone company, and thrown more when the aftermath was over. The name-branding companies jointly participated in the news of the cctv gold advertising time tender. This not only avoids the suspicion of “noisy things”; but also expresses the good intentions of “all things are ready, only owe the east wind” to the relevant departments; at the same time, it also subtly demonstrates the strength of the enterprise to all sectors of the society. Successful access to mobile phone production licenses has been a good foundation.
5, children's clothing low-cost communication strategy: focus on the spread. In the case of insufficient development capacity of children's wear enterprises, segmentation communication is a good choice for cost savings in brand communication. When you don't have all the consumers who are targeting you, let's broadcast the brand to the most valuable consumers you target. Make full use of people's herd mentality and let a group of people influence another large group of people. Maybe the effect is not satisfactory, but you have at least affected a group of people that you think are the most valuable. According to the "28th Theory", perhaps this group of people has achieved the 80% market goal you set. It is worth noting that the focus is not equal to the target group! Selecting the focus of the communication must "find the right person, find the right way", which requires you to analyze and understand the information source channels and media contact habits of the locked consumer groups. When a company that sells children's toys that the author once served entered the Shanghai market, he invested a promotional advertisement. The routine is placed on the children's channel, but after my observation at the store terminal, I found that most of the old people took the children to buy toys, and the power to choose the brand is in the hands of the elderly. Therefore, I suggest that they mainly advertise on the drama channel. After a period of time, the sales volume has steadily increased. Although this is a special case, it is enough to illustrate the importance of the focus on sexual communication.
7. Low-cost communication strategy: new media communication. Another way to pay special attention is the dissemination of new media. This is a new communication issue arising from the progress of the times. In particular, it is the Internet and the future mobile media. It makes us feel that the world is so close to us. It is definitely the mainstream communication direction and mode in the future, and it is also the value platform for enterprises to develop the most low-cost communication strategy. As long as you pay close attention to and research new media, you will be able to find a low-cost route that suits you. For example, you can use your search engine to make your brand or product always appear first in the first place and in the first place. In front of the eyes. When the search engine first appeared, the author once suggested that a Shandong company specializing in the export of seasoning agricultural and sideline products such as green onions, ginger, garlic, etc., used search engines to help sales. The result was 30 keywords and 100,000 yuan in exchange for the cost. Annual sales of 50 million yuan, an increase of 100%. Communication platforms such as blogs, games, downloads, e-mails, individual customized news, etc., are all good directions and ways to spread choices at low cost. Especially worthy of attention is the future mobile media. The ratio of mobile phones to Internet users in China is 3.6:1, which determines that the future Internet is based on mobile phones rather than computers, which determines that mobile phones can become a TV court. media. Can such a large information-carrying platform not find a low-cost means of communication?
The emergence of the Internet has changed the way people live and will change the way they travel. China has more than 100 million Internet users, ranking second in the world, with 70% of users under the age of 30, more than any other country in the world. This huge group cannot be ignored by any brand. In this world of "I am big and big" leads to "My type and my show", you can always find the best low-cost communication strategy with unique imagination, accurate judgment and professional creativity. For the low-cost communication of the brand, if the crowd is the core, then the new media must be the future direction.

The operating capacity of the children's wear industry is significantly lower than the average level of the apparel industry. The turnover rate of finished products is only half of the average level of the apparel industry, while the business cycle is higher than the average of the apparel industry by nearly 40%.
Compared with the casual wear industry, domestic well-known casual wear brands usually launch thousands of styles a year, while children's wear companies launch 400 styles a year even more impressively. Most children's wear companies only have dozens of new designs every quarter. . The turnover days of finished products of well-run casual wear enterprises are only about 20 days, and the statistics show that the turnover days of finished products for domestic sales of children's wear enterprises are as high as 91.36 days, and the turnover days of finished products of domestic and foreign-run enterprises are as high as 49. .01 days. How to improve the turnover rate of products is definitely a big problem for the children's wear industry in the future.
Another result of the slow product update rate is that the finished product accounts for a high proportion of current assets and industrial output value, that is, the inventory problem of the children's wear industry is serious. Another major cause of the problem of children's clothing inventory is that in the traditional wholesale marketing model, companies must satisfy or even promote unknown sales with large inventories. The “small batch, multi-variety, rapid response, and fixed production” models that have been basically realized in the women's wear and casual wear industries are the future development direction and goals of the children's wear industry. Children's wear enterprises should stand out in the new round of industry reshuffle. In addition to improving product quality and design level, it is also important to speed up product response and increase product update speed.

The proportion of internal and external sales should be reasonably arranged

Medium-scale is a “turning point” for the development of children's wear enterprises. When the company develops to a medium-sized scale, it begins to encounter bottlenecks in development. The choice of adjustment of the proportion of internal and external sales, the confusion of cost increase and profit decline, the crisis of continued growth of enterprise scale, the difficulty of brand establishment and brand influence promotion, social concern and social responsibility supervision, etc., enterprises must grasp this period The direction of development is to become bigger and stronger as soon as possible. What big companies need to focus on is to reduce costs and increase the turnover rate of finished products.
In 2019, the proportion of export sales in the children's wear industry declined rapidly, and the transition momentum of export enterprises to both internal and external companies was more obvious. Domestic enterprises have the best profitability, and the profit rate is significantly higher than that of export-oriented enterprises, but at the same time bear the high risks caused by high cost and high inventory. The practice of internal and external sales can effectively help enterprises to spread risks and ensure profits while reducing costs. However, due to the wide scope of business, it is easy to cause the decentralization of funds and resources, resulting in insufficient funds or reduced efficiency of resource use. Enterprises in the process of business focus selection and resource allocation in the process of losing one, thus greatly increasing the opportunity cost. The number of internal and external concurrent enterprises is the least, and enterprises that do not reach a certain level of comprehensive financial resources cannot effectively adopt this "foot-to-two-ship" business model. Combining the operating experience of the internal and export models, in recent years, several self-owned brand export enterprises have emerged in the industry, which has become a good model for the development of the brand of children's wear industry in China.
In the process of transformation, children's wear enterprises must control the scale and the proportion of domestic and foreign sales according to the actual situation of their own stage. They can neither be stuck nor rushed, and must actively and steadily embark on the road of brand development.