Create a children's clothing brand planning book (1)

To create a children's wear brand culture should go from "Millennium Baby", "Golden Pig Baby" to the upcoming "Olympic Baby", the baby boom is coming. Young fathers and mothers have invested more care in the babies, and have higher requirements for the humanized design of children's clothing. On the basis of the previous benefits and comfort, they should be more fashionable, individualized and rich. "Baby boom" provides a good development opportunity for China's children's wear industry. However, despite the variety of styles, colors, styles, etc., children's wear in China generally lacks cultural connotations. As a cultural carrier, children's wear has a subtle influence on children's physical and mental health, especially for children's early education. To build a successful children's wear brand, cultural construction is imperative.
The brand name shows the cultural connotation of the corporate culture brand is the driving force to enhance the brand value-added and product competitiveness, and the name is an important part of the brand culture and the intangible assets of the company. A good name should be easy to remember, to create associations, to generate good feelings, and thus to promote purchases. It can be said that the cultural connotation of a brand exists in its name in some form.
The cultural taste of the brand is not only reflected in the “beauty” of the product name, but also the rich cultural association that the customer group can understand and on this basis. For example, the children's wear brand "Twelve Happiness" will fully utilize the auspicious meaning of Chinese culture 12, and combine the auspicious meanings of the twelve zodiac signs, the twelve constellations and the twelve rounds with the healthy growth of contemporary children, and convey a warm and close-fitting body. Feel, form the perfect shape of the connotation. No need for more explanations, the clearest impression in the first time, the most clear intention in the first time, the first time to open a clear distance with the competitors, the first time to seize the eyes of everyone.
Cartoon image promotes cultural communication Whether it is China's animated blue cat or foreign cartoon Mickey Mouse and Donald Duck, children are their main target group. From the perspective of commercial operation, the use of cartoon graphics on clothing is a very effective marketing tool. The use of cartoon characters and comics in the design of children's wear, on the one hand, the use of cartoons for children's powerful influence, on the other hand, promoted the development of the animation industry.
The reason why some cartoon characters can once again spur commercial value in a carrier such as children's wear is because it gives children a life. The so-called "life" refers to a living cartoon character with rich personality characteristics in cartoons. They have very similar personality commonalities, that is, kindness, courage, value of friends, choice of justice, etc., which clearly reflects people's call for truth, goodness and beauty. The cartoon image placed on the design of children's wear is a kind of guidance for children's right and wrong, and also a kind of communication of corporate culture.
Some people say that the competition of the future enterprise is the competition of the brand, and it is the competition between the brand culture. A successful brand should be an organic combination of quality and culture. From this point of view, it is the ultimate goal of brand culture construction to transform the intangible cultural value into tangible brand value and transform cultural wealth into the capital of enterprise competition. As a new growth point for the apparel industry in the future, children's wear enterprises should regard the construction of brand culture as an important part of their development strategy, so as to gain a unique advantage in the fierce market competition.

Since it is a children's clothing, it must reflect the culture and personality of the target consumers. It should pay more attention to the cultural connotation of the brand and the accumulation of long-term brand assets. Consumers can truly consume our brand, not just one piece. The product, however, is not as simple as we think...
The author also often goes to the store when he is resting on Saturday and Sunday. It is a leisure time, and you can also check out the latest pop culture. However, every time I came back, I was a little disappointed. In most of the children's clothing stores, in addition to price-cutting discounts and other desperate sales, the store that really allows consumers to experience their brand culture is really rare! Even several well-known children's clothing brands in the industry do not fully reflect their unique cultural personality! Even I watched it carefully at the door of the store, and I couldn’t take it for me!
Of course, Chinese clothing companies started late, and the true formation of the brand boom is only a matter of recent years. Many clothing companies have begun to realize the brand issues. When the enterprise grows bigger, it is necessary to take a new step. Only the method of starting a business has been unable to do so! However, looking at the status quo of the entire apparel industry, we can easily find that when you operate a clothing brand, there are many places that are not professional enough. Even many companies that already have a certain scale and foundation are still using the “introduction book” at the beginning of the venture. The brand's brand operation model, the result is still jumping into the homogenization of the thousand cards. Just as a clothing owner came to me a few days ago, it took a lot of money and wanted to do a good job of the brand, but it was not effective, and the performance was difficult to improve year after year. Yes, for many children's clothing brands, if you want to improve your performance quickly and open up the distance from competitive brands, you must cross the "brand"!
Some bosses of clothing companies came to me and said to me: We also did the advertising, the money was spent, and even the stars also invited, how can we still see the effect? This is a lot of confusion for business owners. Based on the author's analysis and understanding of the apparel industry, we found that many companies think they are branding, please star, advertise, make albums, and promote. In fact, these are just a very tactical aspect of building a brand. Few companies have long-term system planning for brands. We call it a self-brand from the enterprise----virtual brand, and then in-depth analysis is not difficult to find, virtual brand operation, there are eight traps, is causing devastating damage to the current children's clothing brand, once jumping Out of this strange circle, even if there are large-scale enterprises, it is possible to lose competitiveness in the next two or three years...
Trap one: follow the trend of imitation, self-lost. An important feature of the current children's clothing is the serious follow-up! A style is sold, everyone is rushing to follow, to grab this piece of cake. I never deny that sales and performance are the burden of every company and the boss! A product is sold well. If you don't keep up quickly, what should you do if you don't go to the performance?
Indeed, such a good job may solve some of the current problems, but in the long run, it is not necessarily a very desirable method of operation! For a brand-oriented enterprise, the product is an important basis to support the brand connotation. If the product is lost in the design process, the original brand idea is lost, the self can not be found, and the style and imitation are freely followed. Then the brand culture will follow Time is broken down. In the end, companies may spend a lot of money on advertising and publicity, but consumers still don't know.
So what is the result of doing this? Without the added value of the brand, everyone began to pick up the only weapon----price, frantically fight the price, fight the price! Without the added value and support of the brand culture, the same product, consumers are only price sensitive.
The result of following the trend and imitation is that the brand is not doing well and is caught in a price war! Not only can it not stabilize the segment that originally belonged to itself, but it may also cause its own brand to fall into homogenization and fall into crisis!
Trap 2: Advertising connotation warehouse white, brand culture asymmetric brand can not be separated from communication, no communication, talking about the brand is a bit unrealistic! Especially for the children's wear of mass consumer goods, even more so!
As the author advocates, advertising communication must reflect the brand's connotation and culture! Even if the annual advertising is different, but its core culture is unchanged, in order to continue to add points to the brand, in order to produce sustainable sales! Just like Haifeisi shampoo, this year it emphasizes dandruff, but next year it says nourishment. If you do this, its brand sales power and influence can be imagined!
In addition to brand advertising, the advertising creativity of children's clothing is also very poor! Even some companies are very naive to think that advertising, simple, is not to find a star, put on our clothes, not on the line! We don't talk about abandoning the stars. There are many problems with this kind of thinking! Imagine a group of handsome men and women put on their clothes, put on several poses, put brand logos on the prominent side of the screen, can such advertisements reflect your brand connotation? As an ordinary consumer, it is very difficult to remember your brand. Why did he watch advertising to consume your brand? Have you solved these problems in your advertisement? Especially nowadays, some more individual consumers, if you want to impress them, please give them a reason first!

Trap 3: There is no clear communication theme. Brand operation is a very complete system! Whether it is advertising operation or terminal sales, there must be a clear communication theme. As long as it is in contact with every detail, from the poster to the logo, it should be unified. And it needs to work around this theme. In this way, we can reflect the brand connotation and continue to add points to the brand, thus forming a lasting sales force! However, the reality is that many children's clothing brands do not say that they are communication themes, even the most basic brand positioning is not clear! Ask him who is your brand sold to? The consistent answer is: young people! This answer is a bit ridiculous. Just as I sell milk, I tell the consumer that my milk is very nutritious. Come and drink! There is no clear theme, and spreading a concept that cannot be spread or has no value is the pain of many children's clothing brands.
Of course, some brands have already realized this, and have played their own themes, such as "do not take the usual path" and so on, although there are still some beginners, but for children's clothing, it is very valuable!
Trap 4: Brand personality is not a distinct product is a very personalized product, especially the children's clothing brand, without brand personality, for the new era of consumers, it will undoubtedly lose the soul! It is even harder for a personalized consumer to buy a product without a soul, or even pay them more to reflect the added value of the brand!
The author should be invited by a clothing boss a few days ago to look at his newly opened clothing store, really good! The boss stressed from the beginning of the store that there is no personalized product, they definitely do not sell! More valuable is that each product is limited! Not only stylish design, distinctive personality, but also very human! Soon after the store opened, it attracted a group of high-end consumers, and most of the consultants became loyal consumers, becoming repeat customers and continuous consumption. The store is very expensive, but it has caused many consumers to buy loyally. What is it?
Indeed, for the product, you may imitate it, but for the brand, I am unique! Consumers also express their identity through brand personality. The more obvious the personality characteristics, the deeper the impression of the customer group on the brand, and the higher the brand loyalty of consumers. As I said to this savvy boss, you are powerful enough that others can't imitate it. If you introduce the brand culture system, your success will be even more amazing!
Trap 5: Terminal layout and brand unified terminal sales can be described as a footstep, and also a frontier position with real face-to-face contact with consumers! However, many children's clothing brands nowadays have an unsatisfactory image in the terminal store. Especially worth mentioning is that the terminal array and the brand are rarely combined perfectly!
In fact, in the sales terminal, whether it is a specialty store or other terminals, it must correspond to your brand core claims! For example, sports and leisure, fashion and leisure, it is completely two styles. When each company conducts the terminal array, it must conduct in-depth research and detailed analysis on the layout of the terminal, the atmosphere, and the color and style of the clothing in the store. Especially in the terminal war, every message that you let consumers touch, even decoration, props, lighting, music, etc., should be consistent with your brand's connotation. Only in this way can we form synergy and build brand competitiveness. .
Trap 6: Disregarding consumers In a strict sense, Chinese clothing does not have a strong brand of real significance. This is an opportunity and a challenge for Chinese children's clothing enterprises! Opportunity is that there is no strong brand, and the cruel competition pattern has not yet formed. If the company is operating properly, it is likely to rise in the industry. The challenge is that it is a bit difficult to build a good brand in the current situation where the overall industry operation is not standardized!
This requires our children's clothing enterprises to pay more attention to our consumers while paying attention to the basic elements such as price and fabrics, and spend more time researching the potential needs of consumers, instead of just focusing on competitors. Follow the trend of imitation can only solve the problem of the moment, it is not a long-term solution!
Only by paying attention to consumer research, combining consumers' purchasing motives, consumption patterns, and consumption behaviors with organic brand culture can truly form a unique brand competitiveness. As the author said above, if his brand works properly, others can't be surpassed, and the brand culture and unique taste that others can't surpass will bring huge profits.
Trap 7: The core value of the brand blurs why customers buy our clothing? Is the style? Fabric? Process? Not exactly! In the era of surpassing the demand for food and clothing, consumers are even more demanding that the clothing brand can reflect his value, his outlook on life, and even his mood at the time! This is the most real consumer psychology of consumers on clothing!
To put it simply, what kind of needs do consumers have, we will find ways to satisfy them. This is the opportunity for brand marketing, not just what kind of products we have, and then let consumers accept it!
On another level, since consumers have different levels of spiritual needs, this also provides a good opportunity for us to build different brand values. The key is how to find these requirements and build the core value of the brand! On the other hand, many of our current children's wear brands, how many can say the core value of their own brand?
On the contrary, the core values ​​of some international brands are very clear. For example, Chanel, its core proposition is the classic legend. Every woman in Chanel can always find something that suits her. In the upper class of women and women in Europe and America, there is a saying "When you can't find a suitable outfit, wear a Chanel suit." For our children's clothing, if you want to be bigger and stronger, it is time to find the core value of your brand.
Trap Eight: I don't understand the media channel to make a work card in the new era. If you don't understand the operation of the media channel, then you will undoubtedly lose an important winning position. In fact, in many cases, media channels are just as important as channel channels. The channel solves the problem of how consumers buy, and the media channel, to a large extent, can be used to solve the problem that consumers are happy to buy if it is used well.
However, the bosses of many clothing companies nowadays have a very simple understanding of the media. Do they think that it is not advertising or propaganda? What is complicated?
In fact, for the current Chinese market, the media channel is also a very important system, and the operation in the middle of the country is also very knowledgeable. Just like the Chinese thermal underwear industry, which is also the apparel industry, the operation of the media channel is relatively mature. Everyone has given them a lot of attention through the media!
If any company starts to pay attention to this work and carry out the operation of the scientific system, then it may quickly break out in a short period of time and become a brand that attracts attention!
Of course, for children's clothing, brand operation is still a very complicated system engineering. The above is only a few phenomena. If you want to do a good job of the brand, you need to analyze it in depth and operate the system to win quickly!