Analysis of the three major marketing strategies of the children's wear market

Nowadays, people’s living standards are getting higher and higher, parents’ investment in their children’s lives is getting bigger and bigger, and children’s consumption is showing an obvious trend of personalization and purchase. The market development space for children's wear will increase year by year, so the children's wear brand market is a development industry.

At present, the sales channels for Chinese children's wear brands are still in the preliminary stage and the level is relatively low. However, the Chinese children's wear brand industry has begun to enter the field of brand competition. The fierce competition can be imagined. The children's wear brand market is a relatively special industry and a very promising industry. According to related data, the Chinese children's wear brand market has a market size of at least 38 billion yuan each year.

The competition must think of strategy. When it comes to the target strategy of the children's wear market, and companies use market segmentation strategies to select the target market, we must first determine the number of submarkets that should be selected as the target market to enter and the degree of entry in an already subdivided market. How, this is the target market coverage strategy. When a company sets its target marketing strategy, it usually has the following choices: non-differential marketing strategy, differential marketing strategy, and centralized marketing strategy.

1. Differentiated marketing strategies Differentiating marketing strategies means that companies implement multiple brands, multiple styles, multiple scales, multiple prices, multiple distribution channels, and multiple forms of advertising according to the different characteristics of each market segment. And other marketing mix to meet the different needs of consumers. Differentiated marketing strategies are the result of diversification of economic development and consumer demand, and are also the result of corporate market competition. In recent years, some large domestic and foreign companies have adopted this strategy. The advantage is that it can increase the total sales of products and increase the market share. At the same time, a variety of marketing mixes can improve the competitiveness of enterprises; the downside is that the production costs and marketing costs will increase.

2. Focused marketing strategy Centralized marketing strategy is to select a certain market segment as the target market and concentrate on implementing specialized production and sales to meet the needs of specific consumer groups. The advantage of this strategy is that it can make the product occupy a dominant position in the local market. The combination of specialized production and single marketing will help the company to reduce costs. The inadequacies are: As the target market is narrow, once the market changes, companies can hardly adapt. It is likely to get into trouble.

3. Non-differential marketing strategies Companies view the market as a whole, a large target market, and no longer segment the market, nor do they design products according to market differences. Enterprises believe that consumers have the same needs, only launch one product, develop a single marketing mix strategy, and open up the entire market. The advantage of this strategy is that products can be mass-produced, stored and shipped in large quantities, unified sales, and unified advertising, thereby reducing costs.

For example, prior to the reform and opening up, FAW only produced liberation vehicles, and Tianjin Bicycle Factory produced only flying pigeon bicycles to meet the needs of users across the country. The negative effect of non-differential marketing strategies is that the individual needs of consumers are not satisfied because they ignore the differences in different market segments. When several companies in the industry adopt this strategy, market competition will be fierce, resulting in a decline in corporate profits.