Arnold Children’s Products Co., Ltd. Shenzhen ant is authorized by the German SANYU companies in China “ANTANO” (Ant Arnold) brand’s exclusive carrier, solely responsible for China ant Arnold brand clothing, stationery, toys and other children in integrated goods production and sales. Ant Arnold brand since 2000, entered the Chinese market, with franchises, with a strong brand culture, a comprehensive management system, strong marketing support, short period of time will be opened throughout the country, more than 30 stores. Today, most store business booming, this year the number will increase to 100 stores around the company plans to increase its store count in the next year 300, covering China’s major cities. A brand can grow rapidly in a short time and get market recognition, product quality through the quality assurance and detailed market strategy.
Chartered chief and currently the biggest problem companies have two: a good product, but do not know how to play the market; no good products to try to win by means of false marketing. These two issues cause the Chinese franchise market in great confusion. A good franchise company must first have a detailed market analysis information and samples of profitable stores, a prerequisite for success, can cause the development of licensed, otherwise, all the stores are not only firmly established the “beach” on the will not take long, it will collapse. The case investigated by detailed market analysis, the correct analysis of the current domestic market, the state of children’s products, and made consistent with this marketing strategy. Today, more and more attention to marketing the “target customers” cognitive, ants Arnold on the “target customers” of the analysis method of investigation (in particular, the target consumer group psychological behavior of some), very worthwhile enterprise reference. See this issue, “Schwarzenegger ants” of the implementation of children’s products case.
An investigation 1. Background of children’s products market
domestic child behavior characteristics and different.
By Beijing, Jinan, Qingdao, Yantai and other cities investigated, the following conclusions: National Children’s extensive knowledge, thinking, active, strong character, courageous, good memory, imitation ability, high intelligence; self-centered , dependent, manipulative ability.
child consumption are concentrated Concentrated in clothing, toys and stationery and so on. It usually arranged by parents, stationery and toys to buy the leading party in the children. Survey of four cities, 30 to 40% of the purchase of children’s products, the impact of children’s wishes.
consumption of children and young people to enter the period ahead.
Substantial pocket money in hand, know how to dominate. At present, major cities average 76.5 yuan youth allowance / month. From a regional perspective, the students pocket money than the Pearl River Delta and Yangtze River Delta Beijing. Pocket money flows is a major snack food and culture class supplies.
strong brand awareness Young people shampoo, shoes, clothing, music players, mobile phones and other products, tend to international brands, in large durable home appliances, beverages prefer domestic brands. Survey of middle school students in the sports performance brand characteristics significantly.
Western fast becoming the ideal place to meet young people.
purchase intentions for the family members of students and the impact of increased household consumption.
Most of the child as student, on the television channels have control over the same time, sensitive student information, they also determine the impact of increased household consumption. Most students do not care about brands when shopping, but it looks to be pretty. Meanwhile, the young people on some overseas brand recognition, but mainly because these brands of clothing more fashionable features.
2. Comprehensive survey results Site survey of four major commercial streets and the city’s main business district of major shopping malls, supermarkets and major cities in the landmark Plaza. Basically, respondents from different levels of consumers, as follows:
when buying children’s items, adult situations specified brand in the majority. However, 60% of the parents in the shopping seeking the views of the child’s decision. Reflect the wishes of parents to give full consideration to children, but parents still play a decisive role; the quality of children’s clothing, kids like it, the price is reasonable, is the dominant factor causing parents to buy.
more than 95% of consumers in the integrated major shopping malls and supermarkets to buy children’s products. Where the whole product variety, quality, reliability, activities and more kids willing to go. Not only shopping but also leisure and entertainment destination. Store to buy supplies to children who rarely, because of the current store less, visibility is low. Awareness and children like to be the main reason to purchase sites. Construction shop, be sure to pay attention to store brand building, while stores to appeal to children.
parents of children on the advertising products significantly large memory, making a purchase decision, first consider these brands have not yet found that does not rely on advertising, but on the terminal well get high popularity, reputation degree of brand.
All the promotions, the discount is the most effective means to illustrate the increasingly pragmatic consumer behavior; nearly 70% of the consumer can accept the price of clothing for children 50 to 150 yuan. More than 70% of parents can accept 100 yuan or less toys, more than 200 yuan small market. In reference to the cost of the proposed price toys, while pricing for the 80 or so most appropriate.
most of the children’s parents think that children’s products on the market and educational significance in the puzzle is not doing enough.
brand children’s products market is now up to hundreds of species, some of the more well-known brand Wahaha, Robust, Mickey, Johnson & Johnson and dozens of brands in their respective fields have a certain reputation, market share and its fixed group of consumers. In the toy area and have a certain market share and visibility of the brand is not, the opportunity to enter this market segment a lot of competition in other markets relatively larger.
series currently on the market the brand marketing of small and publicity promotions adult products market, relatively backward, way more single, strong brand awareness. Most children’s products on the market do not emphasize their characteristics, confused. In addition, children’s clothing fashion is rather poor.
market, fewer store brand children’s products. Have opened the store layout, display, decoration