Children'S Shoes Enterprise Brand Tries To Diversify New Diaper Production

< p > < strong > children's enterprises go up < /strong > < /p >

< p > < strong > diaper production line < /strong > /p >

< p > the products of the diaper products displayed by the children's shoe enterprise clumsy mouse shop, the first shoe fair, is the new project they will start in May.

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< p > "our original products are mainly small children, and have a certain coincidence with diaper consumer groups. With the release of the" two child policy ", there will be more room for growth of children and infants.

Huang Deyu, marketing director of stupid mouse, told reporters that after several years of development, the brand has accumulated a large number of customer resources, and the production line of the diapers is mainly aimed at further mining the original consumer groups, and promoting sales through the stickiness of the brand.

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< p > children's shoes and diapers are far different in category. Whether the extension of products across different categories will bring new risks to enterprises has become a new test for clumsy rats.

In this regard, Huang Deyu said, taking into account the different categories, enterprises are used to cooperate with the original diaper factory mode, do not intervene in production links, but to provide brand.

And in marketing channels, it is also different from the original shop models of children's shoes, and diapers are more sold in supermarkets, department stores and mother and infant products stores.

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< p > < strong > enterprise tries brand diversification < /strong > < /p >

< p > in fact, there are not many children's shoes companies that extend the product line like stupid mice.

Last year, with the help of the animated cartoon of the same name, after the cooperation of CCTV and Babudoe (Babudoe store) children's shoes and Jinjiang chilte children's shoes, it formally went to the early education market, and launched the "early education package" products. Through the release of the "early education package" products, Babudoe's brand positioning also stepped forward from "children's shoes and children's clothing" to "children's products manufacturers".

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< p > Babu's involvement in the early education market is based on the diversified development of the brand. This is also the direction that many Quanzhou children's shoes and children's wear brands are trying.

Besides the preschool market, children's stationery and children's accessories have already appeared in more and more children's clothing stores.

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< p > 2012, bumblebee (Bumblebee store) children's shoes, with the help of Bumblebee flying family singing and dancing club, vigorously implement the strategy of brand diversification, and extend the Bumblebee brand to children's clothing and children's cultural products through the development of product combination, so as to create a diversified brand of children's market.

Children's clothing brand Jiyue music product line extends from children's clothing to schoolbags and other stationery; the Jazz rabbit product line includes children's wear, children's shoes and children's remote control toys, stationery and so on.

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< p > from "children's shoes, children's clothing manufacturers" to "shoes and clothing integration", and then extended to products, stationery, accessories, toys and other fields, upgraded to "children's products manufacturer", becoming the general track of the development of children's wear brand in Quanzhou.

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< p > < strong > cross-border development accompanied by corresponding risks < /strong > < /p >

< p > "the extension of the enterprise's product line to a certain extent is to further tap the related consumer demand of the original consumer groups and maximize the benefit, because at the present time, the cost of acquiring a new user is higher and higher, and the old customer who has accumulated many years of brand is the biggest wealth of the brand."

Insiders said.

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< p > in fact, this "two marketing" for old customers has become more and more evident in various industries.

Su Qingyang, general manager of Anxi keitong Xiang tea industry, has been developing its own ceramic product line this year. "I have accumulated 2 million of the old customer groups in the tea field through several years of sales.

Tea and tea sets were originally relevant, consumer groups are basically the same. After the increase of tea products, by strengthening the marketing of old customers, the sales volume itself brings considerable.

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"P >, similarly, after the women's shoes industry has accumulated a lot, Zhang Qiang, who is the head of the Qing Tian women's shoes, who is located in the revive of literature and art, has devoted her energies to developing women's clothing this year." actually, it is to meet the needs of the original customer groups for women's arts and crafts.

Judging from the situation of testing water, the old customers' Reflection on women's clothing is generally good.

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< p > in the eyes of the industry, this extension has brought greater market space to enterprises, but it is also accompanied by corresponding risks.

"Across many subdivision areas has posed a great challenge to the resource matching ability and operational capability of enterprises."

Fujian footwear industry association children shoes branch secretary general Xie Jiasheng said.

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