Market Segmentation Of Children's Clothing: How Are Brands Like Piglets, Barbara And Other Brands Moving?

A 24 year old brand of children's wear, which took 8 months to pform the new retail store, took two months' performance in the same area in only one day. This is the answer from Tmall's mother to child platform.

24 old brand new

Piglet is a veteran children's clothing enterprise founded in Dongguan, Guangdong. During the 24 years of development, he experienced pain and frustration, and also had high gloss moments.

In 2015, known as China's electricity supplier watershed, the eve of the new retail business, online and offline has begun to show signs of deep integration.

It was also in this year that the new CEO changed.

"In 2015, we found that there was a problem in the logistics allocation of piglets. After the system pformation, we realized 70% of the inventory online in a year."

Guan Shaozhou expresses to Lian Shang net.

It is far from enough to get through inventory and improve efficiency.

For a clothing chain enterprise, one of the ways to increase profits and expand the market is to implement franchisee mode.

Through franchisee's unified management, training and authorization, profits can be obtained through licensing fees, as well as opening up the market quickly.

However, in 2017, Guan Shaozhou found that the agency retail mode that had been in operation for nearly 20 years began to be somewhat "ineffective" and its revenue was also faced with a larger gap.

Because of the inability to carry out deep management and unified operation, little pig will play the biggest role in the circulation of goods such as ordering, selling and pferring goods.

In addition, because of the intersecting of channels, the membership system of Piglet's ban can not be completely unified, and the about 2000000 members who have worked hard to survive are brought about by "spending money every year but they can't see the effect".

The breakthrough of online performance made Guan Shaozhou see hope.

In 2017, the business of Piglet's electricity supplier has nearly two hundred million scale, of which the proportion of Tmall platform is particularly huge.

In order to "gamble", in July 1st of that year, * pig pig changed all the agents and franchisees into a joint venture mode.

In fact, in order to solve the pain of operation, pig in 2017 identified the retail reform and innovation strategy: first, set up the * system of the enterprise, complete the rapid pfer of goods from the terminal stores, and quickly meet the needs of the end consumers through the O2O system with the headquarters products; two, the terminal should carry out the new retail reform and innovation.

In view of the present situation, the strategy of pig pig is undoubtedly forward-looking.

But such a huge project is not easy to achieve.

At the beginning of 2018, the new retail project of piglet and Tmall was hit by fits and bounds, and worked well in such aspects as membership, merchandise, order and logistics.

For piglet, it saves the time and energy of brand exploration and integration of resources, and has become the first batch of new retailers in Tmall.

Speaking of why Tmall new retail cooperation, Guan Shaozhou said, Ali, including Tmall mother and baby in pushing new retail, we have such conditions, also want to try.

He gave an example of about 2000000 members of pig pig, but the portrait of members of traditional brands may only stay on basic information such as names, contact ways and so on. How to use these data becomes a difficult problem.

When co founded with Tmall team, Guan Shaozhou thought: why do we not open up and share assets without value and become valuable resources?

Piglet can get through all the chains through Tmall's professional ability.

Data show that with the help of Tmall, the number of new members increased by more than 400 thousand last year, and the brand coupons guided the paction volume of nearly 600 yuan. 11.

On the eve of last 12, last year, on the eve of the new retail business, Tmall's new retail Black science and technology store in China World Trade Center, Dongguan, was especially eye-catching.

The store started in April 2018 and lasted 8 months to prepare for it. Only one day, it achieved two months' performance in the same area.

It is understood that the store, initially designed to focus on consumer experience, introduced the new retail concept and the latest "black technology" related to children's clothing.

Unlike traditional stores, the store is designed to display on the line of consumers.

In order to make innovations in stores, piglet is gradually implementing community fans' community operation, cloud store sales assistance, goods and membership systems.

With the help of Tmall's new retail business, pig pig can realize the data capitalization of store members, integrated marketing of stores, and intelligent analysis of membership data, so as to achieve "retail efficiency".

Take the goods as an example, after working with Tmall's new retail, the pig will divide the goods into line, reclosing and electricity supplier.

Among them, the line is specifically targeted at offline, electricity suppliers and rematching with Tmall platform marketing.

It is understood that last year's double 11, pig pig has nearly 10 thousand parcels distributed under the line, Tmall orders store direct delivery.

In addition, stores also support online 7 days of no reason to return, and the scope of customer service and experience has been extended.

Referring to the pformation of stores, Guan Shaozhou said that the new retail outlets extended the business hours of the pigs and widened the goods.

Online and offline interaction has weakened business hours, and the classification of goods has widened the operation line of piglets.

It is understood that in 2019, piglet and Tmall will decompose the business of Min Ying China World Trade Center store, carry out scenario incubation and replication, and eventually form an effective whole on line and line, so that members, commodities, orders and logistics can be achieved.

Cut into market segments

Children's wear industry is still a blue ocean market.

Benefiting from the upgrading of consumption and the bonus of the second child policy, the children's clothing market in China is in a new growth stage, and the scale growth rate has been rising year after year.

The data released jointly by Kayu and first finance show that in 2018, the growth rate of consumer spending in China's mother and infant consumer goods market was 11%, of which the growth rate of online channels was as high as 24%, and became the driving force for stimulating growth.

And Semir's children's clothing brand Balabala (Barbara) also took this market potential into account. The second brand Mini Balabala (Mini balbala), which hatched out, grew into a billion dollar brand in 2 years.

It is understood that since its entry to Tmall in 2012, Barbara has been the first in Tmall's children's wear industry for 6 consecutive years, and it is also a "100 million yuan household" for Tmall's 1 billion 100 million yuan club.

However, because of the upgrading of consumption, international brand competition and the change of new generation of consumers, the superiority of children's clothing category established by Barbara is facing fierce challenges.

Taking population growth as an example, with the reduction of birth rate, the bonus of the second child policy has subsided.

In slowing down the absolute growth of population, it is very important to excavate the value of stock market.

That is, we need to carry out product segmentation and mining, create more subdivision opportunities, and do business for different segments.

In fact, in the fierce market competition, finding the right location is very important.

After contacting the Tmall team and conducting the children's clothing industry survey, Shao Feichun, general manager of Balabala electric business, perceived the development potential of the baby market and launched the Mini Balabala.

Unlike Balabala in the middle child market, Mini Balabala cuts into the lower age of the baby, which has unlimited potential.

At that time, infants and young children out of clothing in the field of children's clothing is basically in a blank position, this market opportunity is firmly seized by Mini Balabala.

Shao Feichun first positioned Mini Balabala as an online business. The reason behind it is easy to analyze:

First of all, in the 200 billion market size of children's wear, the share of online sales is close to 20%.

In the case of declining business to business ratio and increasing mother to child channels, online business has maintained a relatively fast growth momentum, especially in the fast track category.

Secondly, children's wear is a fast fading product, second only to baby diapers. The online market is vast.

At present, the penetration rate of children's clothing online shopping is 50%. In the long run, the electricity supplier is still the main consumer consumer position.

Again, children's clothing as a non-standard product, can be more selective, homogenization is not serious, product click through rate and conversion rate is proportional to the success rate of online shopping is relatively high.

In addition, a fact that can not be ignored is that the online platform, Tmall mother and baby have been in the maternal and child B2C market.

According to Hu Weixiong, general manager of Tmall FMCG, Tmall has more than 200 million users, and over 30 million users have increased net income in the past 12 months.

According to Analysys data, in 2018, Tmall ranked first in maternal and infant B2C with a market share of 52.9%.

Shao Feichun said to "Lian Shang network": "the personalized demand of consumers is becoming more and more different, especially in some segments and segments."

Balabala, such a popular brand, will continue to expand in the crowd and category to meet the needs of more and more consumers.

He said that in the process of brand incubation, Tmall's role of empowerment is very obvious. Tmall has done enough work to help Balabala dig deep into subdivision categories.

It is understood that at the end of the supply chain, Mini Balabala integrated Semir Group supply chain resources.

And in the target consumer group's mining, positioning and marketing promotion, Mini Balabala quickly opened the market door through Tmall's data bank and new customer tools.

In the past 2 years, Mini Balabala has expanded the external fashion resources, and built classic IP such as Qi Sheng Sheng, toy story, small flying elephant, etc.

In Qi Tian Sheng IP's first project, through the deep empowerment of Tmall's national tide team and Tmall industry personnel, we helped Mini Balabala integration offline show resources, linkage KOL sounding grass, landing Juhuasuan, helped the brand successfully realize fashion content realisation.

It is understood that in 2018, the double 11, Mini Balabala Tmall flagship store only used 28 points to equate last year's total sales of double 11 total day, with 75 million 570 thousand yuan sales to get seventh children's clothing category, an increase of 11 over the same period, an increase of 172% over the same period last year.

Elephant dance

"In 2018, we saw more elephants start dancing."

Tmall maternal and child industry director Du Hong said.

One of these elephants is Pampers, the baby care brand of P & G.

It is understood that in the past year, Pampers has gained more than 60% growth rate on Tmall platform.

According to Ren Yuan, vice president of Procter & Gamble baby care category sales, the product strength, brand power and channel power are indispensable.

In terms of product strength, with the help of TMIC (Tmall new product innovation center), Pampers is constantly pushing new products to market and constantly driving product innovation.

In terms of brand strength, with the support of Tmall's mother and baby, Pampers's customers are becoming younger and younger, and it has become one of the favorite brands of post-90s mothers.

In terms of channel power, Pampers Tmall flagship store is the most important part of the company's overall channel strategy.

For consumers to perceive trends, platforms often feel that consumers are changing more rapidly than brands.

Faced with a rapidly changing market, Pampers has also encountered growth bottlenecks.

And in the face of growth pressure, with the help of Tmall big data, Pampers began to settle down to study consumers.

In the process of cooperation with Tmall team, Pampers found that China's high-end customers prefer Japanese brands.

After an in-depth insight into consumers, Pampers began to launch a first-rate product.

According to the data, Pampers's top line tier one sales increased more than 2.5 times in one year after Tmall's first public offering, and the number of high-end brand lines doubled.

Why can Tmall help Pampers first class to successfully list?

This is mainly based on big data.

Through big data, brands can not only receive timely feedback from their main consumers, discover new demands, but also tap potential consumers.

Tmall data bank helps Pampers dig and locate potential consumers, and provide Pampers with thousands of face-to-face communication based on consumers' characteristics.

At the same time, Pampers also groped out a full link content marketing strategy.

In addition to the unilateral output of content, Pampers also followed the Tmall pulse, launched a large number of live broadcast, and direct communication with consumers.

For new products to become explosive products, Du Hong believes that from new products to explosive products, we must first understand the supply and methods of digital operation.

Second, it is more important to understand the needs of consumers accurately and accurately.

And Tmall's creation of explosive products has also refreshed the recognition of Ren Yuan.

"I felt that a new product was better than before, and it would take some time to become explosive.

Now, we must return to consumers and understand the pain points of consumers, so that we can achieve new products.

And this year, Pampers will cooperate with Tmall in C2M to hatch new products.

How to get growth driving force in Tmall?

What are the driving forces of brands such as pig, Mini, Balabala and Pampers in the growth of Tmall?

In Du Hong's view, the brand's driving force in Tmall's growth is no more than three points: first, commodity innovation; two, the fine operation of consumers; and three, the upgrading of marketing, including the brand digital operation.

"Lian Shang net" has learned that Tmall is also constantly innovating and upgrading for data processing tools.

In 2018, Tmall and Bain released a health index data tool (FAST) for brand consumers. This year, Tmall and BCG launched a GROW growth system for platform businesses.

Today, Tmall's maternal and infant ecology is also constantly developing and upgrading.

It is understood that in addition to the rapid growth of big brands in Tmall, since 2018, Tmall has set up a special brand incubator team to provide directional operation and support for small and medium-sized brands, becoming the first platform for brand incubation and new product innovation.

In addition, last year, Tmall mother and baby and baby tree, Yue you, Youku, word of mouth, UC, micro-blog and other partners explored a new mode of content business.

In 2019, Tmall mother and baby ecosphere continued to expand, joining Alipay, flying pigs, Ali sports and so on, and continued to explore the content of the electricity providers, IP micro variety, parent-child construction and so on.

In the view of Yu Jian, general manager of the China consumer index greater China, today, mother infant ecological construction has shifted from the early stage of social networking to the growth of the community to the consumption of products and services through multiple channels and scenes. The whole marketing link has formed a strong closed loop.

In this closed loop, many brands and categories still have great opportunities to tap new growth potential.

At present, there are 699 million users on Tmall platform.

Among them, more than 200 million parents have bought parent-child products in Taobao Tmall.

It is understood that Tmall will have more than 50 million new products this year, bringing in 2000 new baby mother and baby brands, and deepening cooperation with the brand in new product research and development, and launching 500 new customized Tmall products.

In the next three years, Tmall will also build 50 annual sales of one billion brands.

In addition, Tmall will lead the brand to grow rapidly with the strength of the baby tree and other ecosphere, so as to achieve the goal of doubling the performance in three years.

Du Hong believes that in the context of the global digital Internet, the first thing to consider is the problem of refactoring. It is very important to make the existing models, organization teams, production and supply chain capabilities, interactive marketing of consumers, and social platform communication more efficient, and more focus on refined consumers.

In fact, whether it is brand digital upgrading, channel digitalization upgrading, brand dimension upgrading or even the whole super system upgrading, its goal is to help global brands enter the digital age, while Tmall mother and baby can be regarded as the important bearing of new retail digitalization in the mother infant industry.