Fujian Shishi brand children's clothing by animation marketing transformation and upgrading

The children's clothing industry, which stands at the forefront of the storm, has reached a critical period of transformation and upgrading. How to turn? How to rise? According to the Shishi Children's Wear Association, at present, some brands of children's wear in our city will not hesitate to increase investment, change the marketing model, innovate channels, and promote the transformation and upgrading of enterprises by means of animation marketing and brand culture construction.

This year, the Shishi children's wear industry has made frequent moves in the industry. The City Children's Wear Industry Association not only has convened a number of key corporate boss meetings, but also focused on the overall objective of the “Quality Shishi Second Entrepreneurship” to explore how to better and strengthen the children's wear industry and reinvigorate the Shishi. The children's wear industry has become a hero; At the same time, the Children's Wear Industry Association has meticulously organized the members' business owners to go to Hangzhou, Shanghai and other well-known children's clothing cities and children's wear brand enterprises to visit and inspect the site, and entered the eighth China International Animation Festival site to experience the new trend of the children's wear industry. . It is also understood that the 104 episodes of large-scale fun animation masterpieces “Little Fairy Tales of the Fairy Tales” produced by the well-known children’s wear brands will be released on CCTV and some provincial and municipal children’s channels in the near future. Little play children's wear officially opened the animation marketing prelude. As early as a year ago, our brand new brand “Big Thumb” children’s clothing decided to start from children’s wear and cut into the market according to the actual situation and resource advantages. Through the establishment of “The Thumbling Family Fashion Hall”, this franchised chain franchise system has fully entered animation industry operations. field.

Compared to the animation and cultural market, the children's wear industry is relatively mature. From production to sales, the industrial chain is more complete. It is understood that the foreign mature model is centered on an industrial group and carries out a series of market-oriented operations from production to marketing. For example, Disney, which is divided into creative, film and television, children's paradise various types of subsidiaries, and even professional magazines and other brand licensing agencies, most of the production and operation costs can be internal digestion, control of the entire industry chain is very large. Industry analysts believe that children's clothing enterprises extend to the animation industry, capital is not a problem, but before the traditional enterprises involved in the animation industry, blindly following the trend means that there is a certain risk, must first have a suitable business model and profitability, it may be out of marketing Misunderstanding.

In the field of children's wear product development in our city, the experience of “big thumb brother” and “small play skin” is worth learning from. “The Big Thumb Family Fashion Hall” has changed the business model of the traditional shoe-wear industry, taking experience, interaction, entertainment and shopping as the appeal point, and taking the “fashion + happiness” as the brand concept. The store design incorporates popular cartoon elements to create comfortable and lively families. The shopping environment, relying on a unique animation technology and cultural industry platform, transforms economic development through innovation, and adopts an attitude of upgrading and transformation to welcome the arrival of a new era of animation brand consumption. "Little play skin" has been advocating the consumption of green products, allowing children to grow up healthy and happy in "green" life is the eternal goal of "little play skin"; the company's design is "fashionable without losing personality and full of fun" The concept is focused on pursuing popular, cutting-edge, personality, and cute 4-15 year old boys and girls' fashion equipment. With its clear brand positioning and steady development, Xiaomao Pi has not only gained rapid growth in China's second and third-tier cities in recent years, but also has a good market share. At present, Xiaofan Pi has numerous terminal outlets nationwide. Huang Liangsheng, general manager of the company, revealed that in the future, “small play skin” will continue to seek breakthroughs and progress from multiple levels and areas to maintain the healthy and sustainable development of the brand. It will enhance the interaction between brands and consumers and realize the leap of the brand.

“This year, many children’s clothing enterprises in the area have conducted in-depth research and development and technological innovation activities to promote a comprehensive upgrade of the children’s clothing industry.” The relevant staff of Fengli Street Enterprise Service Center stated that at present, many brands of children's wear enterprises in Fengli’s children’s wear production bases, in addition to innovative marketing models, They have increased R&D and technological innovation, adhered to the brand strategy, and promoted the full transformation and upgrading of the children's clothing industry.