Baby Shoe Industry Animation Marketing "Flood" Giant Sink To Accelerate

　　 Trend 1: Anime to sing the "leading role"

Reporters at the exhibition show that animation is a very important element, whether it is children's diapers, toys, clothes shoes The use of anime logo or animation marketing is the way of children, washing, or carts. Some famous cartoon characters like SpongeBob SquarePants, crayon, Teletubbies and so on are authorized to give diapers. On the contrary, these cartoon characters also appear in many fields, such as food, early education, pastry, children's shoes and clothes.

Although their image identities are slightly different, the elements are the same. It is hard to identify a brand clearly as an audience.

"A new brand in the early stage of promotion, adopting the way of animation authorization is a good way of promotion. The new brand can draw on the attention of animated cartoon, enhance the consumer's attention to the brand in the short term, but it is not necessarily beneficial in the long term development. It should be treated with dialectical view. Animation marketing is just a means. Enterprises should guide consumers' attention from anime to product itself. On the contrary, consumers are only interested in animation. Yang Mingke, general manager of slug baby products (Hongkong) Co., Ltd. believes that in the long term effective publicity, animation may not be authorized by itself, but it can also plan an anime by itself, but this requires a longer incubation time.

Reporters in the interview found that in these animated children's brand, can be roughly divided into two kinds of brand operation mode. One is homemade animation, the other is authorized animation, the two modes are equally divided. However, no matter what mode of animation brand operation mode, many people in the industry view, the choice and use of animation itself is very important. The purpose of animation is to better attract consumers' eyeballs, thus making use of animation to create consumers' viscosity. This needs to find out the similarities between the animation itself and the product, and integrate it to extract the individual characteristics of the product. In addition, we must learn to use cartoon character scenes to create personalized packaging products. This is also the personality factor behind the enterprise.

　　 Trend two: foreign children's brand channels sink

Compared with previous years, the biggest highlight of this year's pregnancy and baby show is the surge of foreign brands. Apart from some international brands such as the United States, Germany, France, Japan and other countries, such as South Korea, Poland, Switzerland and other countries, brand And constantly emerging.

Reporters at the exhibition saw the high-end atmosphere such as Johnson, NUK, big king (PHILPS store), PHILPS new eon, Pampers, MATTEL (MATTEL stores) and some other high-end brands. The latest product shows attracted buyers from all over the country, and even the international toy industry big guy MATTEL also opened a special hall in the brand authorized area to receive business with them. Buyers and sellers. In addition, the exhibition also set up a special international trade fair based on the needs of international brands.

Shanghai Sheng Qi Industrial Co., Ltd. is a company specializing in the import of high-end maternal and child brands. Its company is the LEAMAN brand produced by the largest and first selling child safety seat manufacturer in Japan. Long Yun, general manager of the company, told reporters: "from this exhibition, the world's large and small brands of baby safety seats are different. Chaos entered China. Compared with last year's exhibition, the state of the baby safety seat exhibited this year extends from previous European and American countries to some countries such as Korea, Japan and Switzerland. Compared with other international brands that we have entered earlier, we feel that the timing is more appropriate. China's law on the safety of seats for infants and young children will be introduced in the past two years, which will stimulate a significant increase in the whole industry. On the other hand, the consumption level of Chinese children is gradually improving, and young parents are more willing to spend money on high-quality baby products. At the same time, the leading brands of China's safety seats have not appeared, and the level of technology is far behind other countries. At this time, the international two or three line brands also choose to sink channels, it is not difficult to explain.

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For this exhibition, babies and straps have developed to more than a dozen families in the past thirty or forty years, and many foreign brands such as Cybex and combi have appeared at the exhibition. As a leading brand in domestic baby sling sales, Yan Chengxiao, general manager of hugging bear brand, said frankly, "over the past few years, the brand of foreign baby strap has sunk down obviously, like an ordinary straps, which is also produced by our OEM, and sold to the market for them to be three times higher than that of us. It can only be said that such a price will be larger in the first tier cities. In this case, the brand of hugging bears, which has developed for about 7 years, will focus on product development and design, and use cost-effective products and services to deal with existing partners.

For the above industry phenomenon, many of the respondents in the industry hold an optimistic attitude. In their view, the potential of China's baby market is very large. The channel penetration of foreign baby brands can only stay in the front-line and high-end markets, and they need some time to build channels. On the contrary, many brands in China have the right to speak in many subdivision fields. At this time, it is not a hard nut to crack, but a "high profile" with high quality.

　　 Trend three: new technology helps new category development

The annual CBME China pregnancy baby show is not only the best time for enterprises to solicit buyers, but also the best platform for enterprises to display new products and technologies. According to the reporter's observation, the exhibition hall of new products with new technology is often crowded in the exhibition. This conclusion has also been confirmed by many reporters from the exhibitors. New products that are rich in product selling are often sought after by buyers. Many exhibitors admit that with the intensification of the maturity of baby industry, the subdivision of new fields, the quotation of new materials and the excavation of new selling points will become the magic weapon for enterprises to stand out.

Fujian Mitsui Technology Co., Ltd.'s "nest birth" baby 3D series pillow at this Shanghai children's show to become a beautiful landscape. The company's relevant person in charge, He Dejia, told reporters: "turning around, the whole exhibition hall specializes in making baby pillows. There are still few enterprises. Even if the products of the exhibitors are mainly playing cartoon or medicine pillows, cotton pillows are the main materials of baby pillows, but they still can not break through the original drawbacks in creative stores and technical contents. On the contrary, our pillows are made of 3D material, pillow pillowcases are washable and easy to dry, and are more effective against mites, bacteria and asphyxia. In addition, according to the different age of the baby, we have targeted to develop a series of products and seasonal different thickness mattress. We have acquired the national patent of this new technology, which can be said that it is not available in the market. I believe that in the near future, infant functional 3D bedding will be a new trend.

For this exhibition effect, He Dejia admitted, "we are the first time to participate in the exhibition, this brand has just been created soon. What I did not expect was that when the products were displayed, they received many intentions agents all over the country. I have talked with many dealers. They all think our products are relatively new and have selling points. At least, similar products are not seen at this exhibition.

Like neon Sheng, there are more than one company that has developed new products through new technologies. Quanzhou Jiali children's products Co., Ltd. has also opened up the trend of domestic children's carbon fiber bicycle. Xu Qinghai, the chairman of the company, told reporters that the products of the baby market will only become smaller and smaller. This trend will lead to a high degree of concentration. At the same time, we must learn to create new selling points by introducing new technologies, and win the leading position in the new products category for their brands. "Our children's carbon fiber bicycle is the first creation in China. It can be said that the new technology of using carbon fiber materials to children's bicycle skeleton will open up a brand new high-end bicycle for children. This industry influence can lay a solid foundation for the subsequent promotion of our bicycle brand. Dealers also want to use this new product to attract consumers' attention and improve their product category.