"Good Dog": The Future Star Of Chinese Children's Products

Since 2009, the rapid development of children's products industry has attracted numerous attention inside and outside the industry, and has been praised as "the last pot of gold in China's clothing industry".

According to relevant information, the number of children under 16 years of age in China has reached more than 300 million. China is currently in the fourth wave of baby boom. As early as 2000, the growth rate of children's industry has reached 30%; and the change of family structure of "4+2+1" has made children one of the most concerned members of families. The expenditure on children's food, clothing, education, toys and so on accounted for about 30% of the total household expenditure.

According to the data released by the new army magazine, the potential size of children's consumer goods market is over 100 billion. The high-end market of children's consumer goods reaches 46 billion, and the compound growth rate is over 20%.

According to the research data provided by a research expert in the children's products industry, "children's shoes industry and children's wear products industry" has maintained a high level of 30-50% growth in recent years, and will continue for several years.

In September 2010,

Quanzhou is a famous brand city in the whole country. Many famous brands were produced in sports goods and men's wear industry, such as Anta, XTEP, 31st degree, seven wolves, Li Lang and Jin ba. It is also one of the most important production bases for shoes and clothing in China.

In this product for children

Fujian Quanzhou Nan Qi Shoes Co., Ltd., founded in 1988, is one of the earliest companies specializing in the production and sale of children's shoes and clothing products.

In 2001, Nan Qi shoes was inspired by the operation and rise of many sports brands in Quanzhou, and realized the importance of the brand operation of children's products industry in advance.

The "Darling dog" brand has been laid out 10 years ahead of schedule, plus the strong strength of Nan Qi shoe industry in manufacturing.

It is understood that more than 20 years of children's shoes and clothing products manufacturing and sales experience of Nan Qi shoe industry, an annual output of about ten million pairs (sets) children's shoes and clothing.

In the past ten years, the meticulous brand operation and management, coupled with the orderly development of the national sales terminals, has made considerable impact on the industry.

In 2005, "good dog" won the honorary title of "Fujian famous brand". In 2007, it won the title of "the most popular brand of children's shoes in Fujian". In 2010, the "Darling dog" brand was more vigorous, and won the title of "the ten brands of Chinese children's shoes".

In March 2011, the China Federation of Commerce and the China National Business Information Center held a nationwide press conference on the statistical results of China's commodity sales in 2010.

The annual news conference on the statistical results of China's commodity sales has been successfully held for the first time in eighteen years, and is one of the most authoritative information publishing platforms in China.

According to the statistical results of the press conference, 2010 year's "Darling dog" brand children's shoes are ranked the tenth in the market share of similar products, and the "ten brands of Chinese children's shoes" is truly deserved.

"Being among the top ten" is the full recognition of the market's "hard dog" brand's hard work for ten years. It is a new starting point for us. In the future, we will make overall efforts in strategic management, brand promotion, channel expansion, internal operation management and so on, so as to lead the industry ahead.

Wu Hui, general manager of Nan Qi shoes, said confidently when interviewed.

At present, the characteristics of children's products industry are: the market scale is large enough, the growth is fast, the development potential is huge, but the industry concentration degree is low, and no strong brand has yet appeared. The industry structure is far from being formed.

Barbara is in the leading position in the children's wear market, but its market share is only 1%.

In recent years, the number of stores in mainland China has been constantly refreshing, with a total of more than 1500 as of 2010. Parker land is positioned as "professional children's wear and children's products". The red kid takes the "directory + website" development mode, with the "careful care" as the positioning of pig pig, and uses design and materials to care for children.

These brands are rising rapidly, but their share of the industry is still very limited.

An expert on children's products industry has analyzed that in the next few years, channel expansion is the main competition mode in this industry. The rapid growth of terminal number and the management capacity of stores will become the focus of competition among enterprises in the industry.

In the 7-8 month of this year, the "good dog" will put TV ads on the children's channel of CCTV, the most influential communication platform in China.

"A dog dog" marketing center, a person in charge said that after ten years of accumulation, the brand strategy of "good dog", "sharp change and new life" in 2011 has been launched in an all-round way. Through the "sword" in the CCTV platform, the first step is to rapidly enhance brand awareness, attract more powerful distributors to join our business, and secondly, establish brand ties with more consumers and directly promote terminal sales.

"This is an important attempt. We will have more input based on the later effect evaluation," the official said.

In addition to the TV media, the "good dog" has planned to carry out three-dimensional propaganda and promotion through outdoor, paper media, Internet, large-scale theme marketing activities and terminal promotion.

In the eyes of the marketing director, the brand communication strategy of CCTV + star, which was led by Anta in 1999, is very effective. It promotes the rapid development of several Quanzhou sports brands including Anta, and has become a national well-known brand.

"We also look forward to the" good dog "taking off.

"The healthy growth of a child is the happiness of a family. The healthy growth of millions of children is the hope of a country," the dog said.

Parents of children who are mainly "70 after" and "post-80" are generally more educated and trust in brand consumption. They are more concerned about the quality, safety, fashion and cultural connotations of children's articles.

At the same time, due to their long working hours and many other reasons, many of them are in the middle and low level of society. Under the background of China's rapid economic development, they still face fierce competition and heavy work pressure. "Busy fast pace" is the main theme of their lives.

Chinese parents are very concerned about children's health, such as colds and injuries. However, it is easy to ignore children's mental health.

The "good dog" brand appeals to parents to pay more attention to children's mental health while giving attention to children's physical health, giving children more companionship and love, respecting children's playful nature and providing a healthy, happy and free growing environment for children.

"Dear dog" loudly shouted out the brand slogan - love, from the start of sports, to provide Chinese children with children's sports shoes and clothing, children's casual shoes, accessories and other products.

In China's children's shoes and clothing industry, designers mostly focus on adult clothing design, and lack of detailed research on children's consumer groups.

On the basis of carefully studying the shape, fabric safety and comfort of children in China, the "good dog" brand has developed products suitable for children.

The cultural concept of "Darling dog" brand children's shoes and clothing products and "giving children more companionship and care" has been recognized by more and more Chinese parents. This has laid a solid foundation for its vision of building the first brand of children's fashion movement.