Quanzhou shoe companies staged "all ages" Raiders to expand consumer groups

After the sales of parent brand products have stabilized, some shoe and clothing companies have begun to promote brands of other ages to expand consumer groups.

On the "intention" of playing middle-aged business, expand the potential market for children. With the strong market recognition effect of the parent brand, while carefully refining the main consumer products of the age group, many of the city’s shoe and clothing companies will extend their marketing strategy to other consumer groups. With multi-age products, the brand will be suitable for all ages. ". So is "all ages" marketing a panacea? Is it really possible to expand consumer groups? Will it lead to blurred brand positioning? Please listen to the opinions of industry experts.

Locating a single volatile old guest

Note: For sports brands, what are the advantages of implementing "all-age" marketing to meet consumer strategies?

Zhao: Sports brands involve a wide range of ages and have certain advantages in implementing the "age of all" strategy. At the end of last year, the company launched the children's wear brand strategy and hoped to open up new markets based on the parent brand. This is actually a manifestation of the multi-brand strategy. Through the promotion of children's wear brands, it has in fact cultivated potential consumers for the mother brand.

From the parent brand positioning in fashion sports, to the children's wear brand now being promoted, to the business casual field planned to enter in the future, enterprises can expand their market share by “cross-aging” and subdividing “products” across brands and brands. To all ages.

Su: From a consumer point of view, over time, the positioning of a sports brand's product consumer group is too single, which will inevitably lead to the loss of its original “old customers”. For example, a consumer favors a brand's product at the age of 20, but by the age of 30, if the brand does not expand its product to a higher age, consumers will feel more comfortable with it. Lost.

Grow up and down consumer groups

Note: Which phase of the company's development is most suitable for developing new products and expanding consumer groups in other age groups?

Zhao: When the sales volume of parent brand products tends to be stable, companies may consider promoting brands of other age groups in due course. This is actually the first step in the extension of the company's products. For example, the company originally targeted at consumer groups of about 20 years old can now Extending towards the 10-year-old children's product positioning, the product positioning in the future can be extended to people in the 30-year-old group.

Su: Based on the long-term perspective, it is indeed necessary for brand enterprises to expand their plans for consumer groups aged between 10 and 15 years old, but they must pay attention to the choice of opportunities. Under normal circumstances, the parent brand of a company must undergo market expansion from the second and third-tier markets to the first- and second-tier markets. After the first and second-tier markets are widely recognized, it is more prudent to bring funds into operation of another sub-brand.

Separately marketing child brands

Note: When you create an age-differentiated brand, how do you do it? Which points should I pay attention to?

Zhang: Promoting sub-brands applicable to different ages is actually a way for companies to supplement the consumption of mother brands. In specific operations, companies should note that there are certain differences between the sub-brand products and the parent brands in color matching, style design and management operations. These differences make it difficult for the talents between the brands to convect. Once the talents can not adapt to the operation of the new brand, It may lead to operational failure.

Therefore, the company can separate the sub-brand operation project group, and on the sales channel, it can find new ways to separate "adult and children." At present, the company's children's products are not sold in the currently owned specialty stores, but specialize in the promotion of children's brands in cities such as Beijing, Shanghai and Shenzhen to attract franchisees in second and third-tier cities.

Su: Differentiated age series products do not have to be absolutely separated. In order to better use the mother brand's consumer identity advantage, companies can choose to sell multiple sub-brands in large flagship stores in major cities.