The first designer children's clothing brand Sharapova: Doing a brand is the way out

In December 2005, the domestic children's wear brand "Shava" announced the brand positioning of "European Children's Wear" in Beijing, and issued a declaration of brand positioning for "European children's wear" in a number of mainstream newspapers in China. At the same time, it also announced that Sharapova has become a domestic brand. The first children's wear designer brand.

Such a brand positioning ceremony may not be special in the entire apparel industry, but it is the first time in the children's wear industry. Therefore, in a sense, the seemingly quiet and boring market for the children's wear market is buzzing. Undercurrent, in the coming years, the children's wear industry in China will be mobilized with a wave of transformation. Trends and branding will become the development trend of the children's wear market.

Market analysis

And the domestic market for clothing brands go ahead and go, the store compared with the scene of standing in comparison, the domestic children's wear market is lonely, is a veritable "little" market, attention is far less than the equipment. According to figures, the current production of children's wear in China only accounts for 10% of the total domestic production. Behind this seemingly small market is a big market with great potential. In 2003, the annual consumption of children's wear in China reached 1 billion pieces, and the total consumption value exceeded 50 billion yuan. In the next few years, it will also account for more than 10% per year. Increased speed.

In general, the international competitiveness of China's children's wear brands lags far behind that of men's and women's wear. Domestically, almost all foreign brands are able to stand firm, leaving only 30% of the market share for domestic brands. From the perspective of market competition, the children's wear section is not mature enough, market segmentation is insufficient, and competition is relatively disorderly and extensive. Therefore, China's children's wear is still in the primary development stage. The market lacks relatively well-known brands and well-known trademarks, and the subdivision on single products is also very limited. At present, there is only the distinction between color and black and white children's wear, and the pattern is mainly cartoon. From the aspect of brand culture, the domestic children's clothing culture is also too thin, the design culture is quite single, and the cartoon pattern is basically the core of children's wear design. In a sense, the domestic children's wear culture is equivalent to the cartoon culture.

From a deeper level, the children's clothing market has problems such as immature development, extensive management, and lack of brand culture. It is due to the lack of professional design talents in the children's wear market, weak corporate brand awareness, and small workshops.

The promotion and adjustment of the children's wear industry will surely bring about a “shuffle” in the industry. Those unbranded companies that are satisfied with only low-end operations, such as displaying on the market, blindly promoting sales, and playing in small numbers, will surely be at a disadvantage in market competition. A group of powerful companies will focus on the brand's operations, bigger and stronger.

Project Analysis

According to a survey, 12 to 13-year-old children in China have become more mature in their outfits. They are alienating cartoons from children's clothing and start chasing mature clothing. Therefore, from the perspective of consumer trends, we can see trends in children's wear and adultization. It is clear. This represents the return of children's wear design to a diversified, fashion-based cultural design. In Hong Kong's children's clothing store, the image of the store is very stylish, and there is no difference between it and clothing. The print design is also quite mature. The domestic children's clothing is more in the clothing wholesale market, shopping malls counter sales, brand children's clothing is very low, there is ample room for development.

Although the domestic children's clothing enterprises have basically achieved marketization, they generally do not think of further promotion. They rarely do brand positioning and market segmentation for themselves like men's wear brands. For many years, the “Sharapova” brand has always insisted on differentiation in color and pattern: from rice white, yellow and brown, the color of “Sharapova” is more mature, and patterns, color cutting, composition and matching are more fashionable. After many years of exploration, "Shava" took the lead in seeing this wave of transformation of children's wear. So he began to introduce the brand positioning system and began to fully introduce the brand operation system with the help of professional marketing plan companies.

"Sarwa" takes the lead in the domestic children's wear market to clearly put forward the "European children's wear" brand positioning and "designer's children's wear brand" strategy, and has determined the core slogans: Flying in the fairy tale world of Sharapova and the brand personality "European Sharapova" ". Sharapova's "European children's wear" positioning demonstrates the European fashion through four elements: dream photo, fairy tale photo, emotional photo and beautiful photo. Shaba's children's clothing is based on European classic fairy tales, and has a long history of embroidery as the main line of technology. Its target audience is young girls who grew up in knowledge and artistic families.

chance point

Domestic packaging brands, especially well-known brands, are mostly brand specialty stores and clothing counters, and basically do not take the wholesale market and other channels. The opening of counters into shopping malls is the preferred channel for many brand-name clothing companies. Shopping malls have a wide range of radiation, and they have a good shopping environment. They are easy to establish a good image of the brand. The main consumers of the shopping malls have strong spending power and can afford the price of branded products.

In contrast, the channel for children's clothing companies has been dominated by wholesale markets for a long time. Even brands such as Sharapova used to have 50% channels in the wholesale market. It is reported that after the brand positioning strategy of “Sarva” is released, it will all be withdrawn from the wholesale market. In addition to setting up brand counters in some high-end shopping malls, more brand stores will be established in major cities in the country.

For brand stores, the establishment of a unified style point of sale identification system is the most important, "Sharapova" brand stores have been well planned, point of sale identification system in accordance with European style design, from decoration style, product display to shopping guide dress There is a unified standard. Even in the point of sale identification system, the cultural connotation of the “Sarwa” brand can be clearly reflected.

risk warning

The transition from wholesale to branding means that the original channels must be adjusted. This transformation process is not easy for children's wear enterprises, either to guide the original wholesale customers, dealers to change their concepts and business methods to do branding, or to replace existing customers and re-establish channels. This often leads to many contradictory collisions. Now many brands still have this phenomenon. On the one hand, brands have entered the mall to open stores, and on the other hand, they can find products in the wholesale market. There is still a continuous and unbalanced relationship with the wholesale market, affecting the brand. Overall image construction.