The Five Activities Of Children'S Industry Arouse Children'S Brand Youth Road

The integration of brand personality into brand marketing is an increasingly popular approach in children's industry in recent two years.

ABC, Barbara, Mi Xidi and other well-known children's products enterprises are how to do brand marketing? The reason why it can become a big brand must have a brilliant way to become a big brand.

Here, grab the five popular brand marketing cases of the children's industry in 2012, which are popular and representative.

Case 1: ABC micro life network competition

In May 2012, the famous children's wear brand ABC set off a network competition for "micro life" on the Internet. This activity continues the ABC brand's "love" brand concept, and puts forward the idea of "love makes TA go to think", which is very suitable for the current situation of children's education, and aims at releasing the unlimited imagination and creativity of children, starting from the real needs of children's growth.

Parents are urged to show their children's minimally invasive thoughts and show their children's Micro life. Soon after the launch, tens of thousands of parents were actively involved, and the impact was very great.

Comment: ABC "creative micro life" network competition adopts innovative and unique micro media communication strategy.

First of all, the contest will be launched on Sina, potatoes, Pacific parent child network, baby tree, cradle net, mother net, six major gateways and vertical network media advertisements. Secondly, we will use the most popular micro media tools: Sina, Tencent's two official micro-blog to broadcast every day, and promote the promotion with the promotion of red hot Ma Ma micro-blog. Finally, on the choice of media, ABC brand should pay attention to the two-way combination, make rational use of the interaction between the portal website, the industry website and thematic page three, achieve effective communication with the target group, enhance the popularity of ABC's "micro life" activities, attract the target groups to participate in the competition so as to achieve brand marketing.

Case two: Barbara box gift charity activities

In April 2012, the children's clothing brand balbara launched the box gift public welfare activity, which has consistently extended the concept of "not sharing the same box in your childhood", sending gifts to children in poor mountainous areas, and conveying the power of love and care to children in need.

Comments: Barbara box gift public welfare activities using public welfare marketing, originality is very unique, do not mention the enterprise itself, and only promote the care of the poor mountain areas, seize the curiosity of people, raise the degree of concern, integrate the latest trend of public welfare activities, integrate the factors of people's attention in the poor areas such as education, left behind children and so on, showing a strong sense of social responsibility of enterprises.

Case three: Michi tide boy competition

In March 2012, the second tide boy competition was officially launched. It once again brought a fashion feast for children and parents who are keen on fashion and pursuit of quality.

In view of the wide influence of the brand and the positive meaning of the activity, the MI Xi Di Chao Tong competition has received wide media attention and support from target groups.

Comment: in 2011, MI Xi Di decided to enter the market of children's clothing in a high-profile fashion. In just over a year, he joined the sales force vigorously. In 2011, sales reached 200 million yuan and the number of shops reached 500.

In 2011, Micy Di and new Silk Road co operated and formally launched the first "Chao Xi Di Chao Tong contest", which is a starting point for its brand explosion.

It seems that although Mici Di did not vigorously promote the publicity of the brand, but behind a series of big moves, is the first magic weapon of MI Xi Di brand marketing.

Case four: good children's journey of trust

In May 2012, the children's clothing brand children group was selected through various channels such as its official website and finally chose 12 lucky families. These families were invited to go to Tokyo, Japan to participate in the 7 season of good children's trust trip in the second quarter - Tokyo parent-child swimming activities.

Comments: good children trust in the second quarter of the campaign, through the lucky family's free experience of good children's full range of products, let consumers feel the good children's high-quality products to the baby's intimate care, and penetrate the children's brand's love for children, which has been widely noted and praised.

To let consumers experience and enhance trust in products is the primary goal and marketing direction of good kids.

Case five: green box, the second princess crowning ceremony

In March 2012, the green box second princess Festival final was held in Shanghai. 7 beautiful, kind-hearted little princesses, who came out of thousands of enrolment contestants, took part in the coronation ceremony of Hongkong Disney Park held in May this year.

As a green box on behalf of children's clothing, this activity has aroused widespread concern and continuous support from consumers.

Comments: Data Mining and CRM management are the core competitiveness of the green box, and the brand building relies on these two supporting points.

The green box has set up a data research department to study the design elements and styles of sales from many aspects, such as actual sales volume and user's message, and has adopted the solution of system supplier "Guan Yi" to create a complete home page.

The five big marketing cases make us ponder deeply. The means of its creativity make us sigh. There is much to learn and draw lessons from, whether in marketing or in the whole system process, or in the specific planning process. Whether it is borrowing or positioning, whether it is a trend or a selling point plan, whether it is product innovation or marketing communication, it is worth our discussion and analysis.