Children's clothing is not only unique in design, craftsmanship, due to its special sales target groups, in the store display, marketing tools, promotional methods and adults are also equipped with a very different from the child's psychology to get these critical Small customers love, and get their favorite way, not only limited to products. Store - the most direct communication Red, yellow and blue dress Sales Co., Ltd. Deputy General Manager Jiang Chunjun that "the publicity of children's clothing or should start from the store, the brand's cultural concept must first be conveyed through the store." Starting from the store, the Red, Yellow and Blue will Set up a functional area such as a rest area in a larger storefront. Different toys and entertainment activities are introduced in the rest area every quarter when new products are released. "The most fundamental thing is to make the style of the brand more prominent, branded in the hearts of consumers deeper mark.Of course, many of the daily work to highlight the brand image is also very important, such as store layout and management." Parkland Emperor limited liability company chairman Luo Jianfan said. Parklain Dili's three brands in the store layout to highlight their own style, Piklan Dili is a mainstream brand, store background is white, giving a sense of tolerance, safety, hoping to allow customers to relax To stay; and Garfield is a very international brand, giving a cool feeling, so the store is more modern, metallic, with a strong visual effect at a glance to feel full of energy; from Parkland Emperor's baby clothes In terms of BabyMe, customers pay more attention to its safety. The research and application of eco-friendly fabrics are the key points of its promotion, and the store layout focuses more on this. To achieve this goal, hundreds of branches across the country must be carefully managed. The clerk is also an important aspect of the concept of brand culture conveyed by the store. Since the children are more emotional than adults, they will familiarize themselves with the purchase of the product first, so the affinity of the clerk is very important. In order to improve the quality of staff, red, yellow and blue monthly staff training, including services and terminal display. Jiang Chunjun said that compared to other categories of clothing, due to lower profit children's clothing, franchisees also relatively low professionalism, as experienced franchisees prefer other types of clothing, "We hope that the franchisee in the investment can be children's clothing as a A career to do, rather than a sideline; require franchisees have a certain sales channel, a certain degree of growth and learning ability, hope franchisees can attach importance to the terminal, will communicate with consumers. "Activities - to let children participate in the fun Is the nature of children, let the children participate in the activities of nature is more able to attract their attention to mention their interest, will naturally promote the sale of products, which is the reason children's clothing brands understand, it is important Should choose what kind of activities, specific to each activity how to operate. Garfield is a very humorous, personalized cat, Garfield children's clothing is such a style, in order to highlight this style, Garfield children's clothing store will put a lot of Garfield plush toys, there will be played by Garfield cats performing a variety of performances, Interact with the kids and play games such as not-too-recent activities: Eighteen ways to hug, by embracing each of the kid's hugs in Garfield, kids hugging their favorite Garfield dolls, hugging each other and encouraging kids They start their brains, come up with more and more interesting hug. Garfield dolls in every place will cause a sensation, especially to the Children's Day, each store wants Garfield to appear on the same day. In the promotional activities, the concept of marketing mainly through the concept of marketing, passing the unique characteristics of the product, through the selection of gifts to promote the brand culture, such as a recent promotion "paper airplane summer", through the paper plane to carry the child's dream , Reflecting the children's joyful mood in early spring and early summer. During the May Day Paraballa launched the "colorful world" of promotional activities, showing that the children's world is colorful and the gifts are beautiful. The Mother's Day Paraballa Promotion activities are "jumping from the mother's love," showing a love, a mother, mother and daughter's affection, a grateful culture; red yellow blue in the rest area launch F1 racing track, so that children enjoy the game Happy, red, yellow and blue Christmas also prepared a free candy machine, I hope children can participate in, hands-on. Culture - starting from the details of the product can actually be accepted by consumers Not only the product itself, but also the store, the harmonious atmosphere emitted by the brand, is the brand culture, cultural products can really have the last laugh. In this regard, Balabala children's clothing quite experience. Morra Children's Wear Co., Ltd. Balabala children's clothing atmosphere through the creation of the store, terminal activities to create a brand culture, in addition, Barra Barra also set up a national club, pass the enterprise information, and advertising in the local market. In the Semir Children's Wear Co., Ltd., the reporter saw a lot of lovely brochures, which is a monthly special issue of Barra Barra, although the number of pages is small, but rich in content, in addition to new product introductions and events, there are many interactive Topics, including children's personal shows, essays, mail, interactive games, etc., making this booklet full of fun and knowledge, fully reflects the brand culture of Barra Barra. The special issue of Parapara is presented to customers during the sales process, and is mailed monthly to Vip customers. On October 1, 2005, Paraballa devoted a great deal of space to the National Day. Many parents, after seeing the special issue, wrote a letter to Paraiba, believing that the enterprise is very culturally connotative. In fact, this reflects the corporate sense of responsibility. Barra Barra is distinguished from other children's wear by special events when other children's wear are discounted. "Can not look at adult children's clothing, the same can not be used to deal with children's wear promotional clothing to children, but to effectively focus on children." Parkland to convey to customers is the concept of fashion, the mainstream, marketing always pay attention to reflect Its cultural connotation, some works done by Panklande in the early period, such as donation foundation and green tree planting are the symbols of social responsibility. In addition, the company has a huge investment in the development and promotion of environmental protection products each year, which is all the same with the mainstream of the brand Positioning consistent; in terms of fashion, Park Kelanty often do popular release, to convey to customers is Parkland brand integration of international fashion, leading the domestic children's fashion brand culture. Positioning - ideas determine the success or failure Now there are some problems in the path of children's clothing, such as children's clothing due to the relatively low profit margins, shopping centers to children's clothing getting smaller and smaller, large shopping malls also only 15 children's clothing stores, but also Will not give children a favorable position, and a few years ago to do some children's clothing wholesale brand also want to do, under such a double pressure, only the brand has its own characteristics, clear positioning, reputable companies can survive. The total amount of children's wear brand growth has greatly increased in the next five years is a major reshuffle of children's clothing, many children's wear brands will be eliminated, there will be some brands bigger and stronger. "Specific to the means of marketing, Chinese companies need more ideas rather than specific practices, we must think about how the Chinese brand market will change, the company will be in what position, and if not as expected in the Chinese market after a few years Development, what the back-up plan.Enterprise strategic positioning must be pinpointed, things around the strategic positioning is right.Peaconland limited liability company chairman Luo Jianfan said. Luo Jianfan said that whether it is daily management or planning activities should focus on positioning their own brand to start, the company's resources should be repositioned around the strategic positioning. If the brand positioning for the happy, then from the store layout to store staff can deliver a happy atmosphere, and if it is a noble children's clothing, then whether the little girl can feel the door is a princess. Do you want to decorate the shop, decoration of the British classical palace or marine adventure is good, we must carefully consider. Different enterprises should have different positions and can utilize the resources of the enterprises around the positioning. If the positioning is not clear, a great variety of things may be done without leaving any impression. For example, Parkland will participate in some science popularization activities because it is in line with its positioning. However, some child-related activities may not distract the business but will distract you from participating in such activities. , Or even if out of social responsibility to participate, nor propaganda. Luo Jianfan stressed that the positioning of children's wear brand should be combined with the reality, both the corporate vision, but also the market's recognition. Paula Barra derived from the leisure wear brand Semir already has a certain basis in the channel, manifested in the large number of high quality and diversity, but General Manager Xu Bo of Semir Children's Clothing Co., Ltd. stressed that the needs of the brand in Parabato need to be more clear . Bartobala hopes to convey to customers the joy of growing up and a happy, healthy, diverse and freely growing culture. "For China's children's wear business, the most important thing is to design the ability to do the brand needs to first clear what they want to convey to consumers," said Jiang Chunjun, deputy general manager of sales of red, yellow and blue costumes. Jiang Chunjun believes that the current domestic children's clothing in China there is a big problem is too similar between the various brands, red, yellow and blue want to make the brand differentiation, hope to make the brand spirit is optimistic, quality, respect for children and fun Sex. From the optimistic point of view, I hope to give children a happy feeling, from the quality, hope that the clothing has the comfort, safety, from the perspective of respecting children, giving their own choices, rather than standing on adult perspective. "Brand fine do not need to catchy, and need to implement every detail of the design, through to the actual sales action to go.Positioning is the first step, there is no positioning, the design will have no sense of direction.In fact, well-known global Children's clothing brand is very different, to express the spirit and values ​​of the brand, such as the fashion features, or academic classic, China's children's wear must eventually return from the price war to the product itself, from the design Reflects to convey to consumers the concept and way of life.