Good Business Opportunities: Baby Market Profits

Advertising companies give employees training, the first is to find out what the customers are doing.

Business cards must not be seen clearly. They must study the organizational structure and main business.

The same is true for children's clothing enterprises. If we want to sell products well and sell well, we must know what consumers think, and study the structure of domestic consumers and the psychological needs of consumers.

The boss of some children's clothing enterprises is confused. Their children's clothes are good and their prices are low. How can they not be happy with consumers? They see that other families are twice as expensive as their own things, and they sell well. What's wrong with them? We must know that they are not bad in fabrics, not bad in design, but worse in price.

In order to achieve the goal of consumption, we should win the attention of consumers.

Every enterprise is emphasizing the development and innovation, looking at the situation of domestic consumers' development, and which companies have run through the consumers. Knowing each other and knowing each other can fight all the time. We should analyze the improvement of consumption from the following points: first, the overall upgrading of consumption level and the escalation of consumers' grades.

With the rapid development of the economy and the continuous improvement of people's income level and the movement of the rural population to the cities, the consumption of children's clothing market is at a stage of overall upgrading.

It turned out that middle-level consumers were moving towards the middle and high-end market, while consumers in the underlying market gradually moved to the middle end.

The change of consumers has changed the market mode and brand marketing mode.

Second, the psychological price rises and the psychological endurance of price increases.

In 2003, the China clothing association had conducted a survey on the consumption tendency of children's clothing for consumers. Compared with the re survey results in early 2007, the most prominent change was the psychological price of consumers obviously increased.

In 2003, the vast majority of consumers thought that the reasonable price of a pair of children's jeans was less than 50 yuan. In 2007, more than half of the consumers believed that the price of the jeans was 100 yuan. More than 1/5 consumers thought that 150 yuan or more was more reasonable, only 1/4 consumers thought 50 yuan was reasonable.

In recent years, the price of brand children's clothing has been rising moderately. Consumers have gradually adapted to and accepted the current price. In addition, with the improvement of consumer safety requirements for children's clothing, the higher price has been understood by more and more consumers.

Third, consumers from the pursuit of style to enhance the demand for fabric, grade.

In contrast, almost 100% of consumers surveyed in 2007 chose "fabric" as the "highest vote" option.

The "safety" option related to fabric is also a high ticket option, while consumers who choose the "style" at the same time are less than 1/5.

Some consumers think that the choice of fabric can reflect the design ability and grade of the brand from one aspect. The style and style of the products usually used with good fabrics or environmental friendly fabrics are all more satisfying.

Fourth is the improvement of random purchase.

With the growth of consumers, brand development and market maturity, the random consumption of children's clothing has been increasing.

The purchase of random products must require consumers to buy instant impulses and improve product design requirements. Differentiation and individuation are very effective in triggering consumers' purchasing interest.

The last point is that consumers are loyal to the brand.

In the survey of consumers, although many consumers enumerated 5 or even more brands in "frequently patronized brands", we can see that the emergence rate of some brands is very high.

Consumers in different regions have a higher probability of choosing the same brand.

It can be seen that consumers have already established loyalty to some brands.

The consumption of children's clothing is influenced by adults.

Even an extremely microscopic feature that can satisfy the psychological needs of consumers can greatly stimulate consumers' purchasing behavior. That is to say, the satisfaction of psychological needs can effectively stimulate consumers' irrational buying behavior. This irrational buying impulse often causes consumers to spend all their money, and more importantly, it has a deep impression on the brand.

Of course, this does not mean encouraging the characteristic product to raise the price, because the important negative threat of irrational consumption is that the consumer is more likely to regret afterwards. Once the factor of regret is "the price is too high, the price is not worth, there is a feeling of being deceived", the image of the brand in the mind of the consumer is bound to fall down and even be devalued.

Children's wear is closely related to adult wear, especially women's clothing: Children's clothing is less popular than women's clothing, much more than men's wear.

流行元素往往紧跟成人，如成人的苏格兰格子流行起来后不久，儿童服装的苏格兰格子也会大行其道，原因主要还是成人在选购童装，因此研究童装流行趋势不仅要研究国际童装流行趋势还要善于研究成人特别是女装流行元素，不仅要研究儿童心理更要了解成人心理，成人为了投其所好而购买一些“幼稚”的设计，但决不会购买自己讨厌的设计，针对目标消费群的设计相当重要，也许这个消费群的审美并不能受到设计师的认可，但必须顺应他们的口味，比如从底层消费群刚刚游移到中层的群体，比较喜爱设计繁琐装饰繁杂的产品，他们需要用不多的钱买到最能体现他们价值提升的东西，因此一件价格便宜的衬衫，装饰繁琐的往往比简洁设计的好卖;从中档消费游移到高档消费的群体，他们则需要一些特色鲜明的服装，西班牙风格的衬衫，英伦风格的外套等等。

The stable consumption layer will wait for the upper consumption area.

Adult localization also determines the localization of children.

It is necessary to please two kinds of mothers. The female consumers who are mothers are the main consumer groups of children's clothing. They can be simply divided into two categories, perceptual consumers and rational consumers.

Perceptual consumers.

They are relatively influenced by feelings and emotions, and there are more impulse buying behaviors.

They are often the mother of a girl, because the daughter is the dream of a mother, and her mother subconsciously puts her dreams, especially dreams that can not be realized, on her daughter.

The current social situation in the city is that mothers in the urban age are concentrated at 30-40 years of age. The most important psychological feature of women at this age is the feeling of youth passing away and the yearning for young people. They are often deformed due to age and birth reasons, and are influenced by age requirements. They can not dress in girls' strong breath. Therefore, "girls' elements" become the most powerful magic weapon to defeat their shopping defenses.

Rational consumers, they are more sensitive to the practicality of clothing and more sensitive to price factors.

The comfort, wearability, breathability and sweat of clothing fabrics are the most important consideration of these consumers. They are wearable, easy to exercise, sports and jeans are popular among them. Parents who tend to consume tend not to focus on children's fancy clothes. They should give priority to the practicality of clothing, and the collocation and decoration should be simple and generous.

Boys' mothers are more rational.

Xu Qiyun, editor in chief: