On July 16, 2013, ABC, the leading brand of children's products in China, held its spring 2014 product ordering fair in Quanzhou. At the same time, this order will be released ABC children's clothing and Tencent children, Sina parenting two children portal formed a strategic partnership news, attracted more than 1,000 participating dealers and people from all walks of life are of great concern! It is reported that the ABC Spring 2014 new products released will be "because of love, love to let TA to create ideas," the brand concept into the product planning , Extending the "love" and "fun" two product themes, so noble and not expensive personality children's clothing. The new product line includes elegant series, outdoor series, life series, fashion series, children's series, and other children's life for the modern city family, learning, sports, play and other lifestyles to provide a rich childlike wearing experience. As the leading brand of children's products in China, ABC children's clothing has been able to develop rapidly in the face of fierce market competition over the years. It relies on the thought and courage of "one second for foreigners and one step for quick living". However, the face of more and more severe competitive environment, but also to the ABC children's wear put forward higher requirements and challenges. Such challenges come not only from the market and from competitors, but also from the brands themselves. In 2013, ABC children's clothing brand established the strategic measure of "increasing brand promotion and enhancing brand awareness", further clarifying "family groups and female audiences" as the target of communication, deepening branded children, and spreading the parents' double-sided tape Strategy, increase brand promotion efforts. In the television media, ABC children's clothing focuses on launching the CCTV children's channel supplemented by Jiajia Cartoons. On the Internet, ABC Children's Wear has entered into a strategic partnership with Tencent Children's Channel, China's largest portal, and the Tencent Kids Channel is the ABC brand Fashion section "æ½® ç«¥" was officially launched on June 1, with the first season "ABC tide children's show" DIY photo album fashion mix activities, Tencent Kids Channel ABC brand will be heavy to create multiple online activities. At the beginning of July, ABC Children's Wear again cooperated with Sina.com, which has the title of "Internet CCTV Media Platform" and became the "Sina Parenting Strategic Partner" and named "Sina Kids" Dual platform strategy. ABC brand by seizing children's network advantage of media resources, build a high degree of breadth and depth of multi-dimensional brand communication system. According to industry veteran introduction: In recent years, children's shoes and apparel brand marketing tool is a typical herding effect: If a sheep found a fertile green meadows, and where to eat fresh grass, the flock will be Rushes into the crowd, competing for the grass there, can not see other better grass, this is the herding effect. Some businesses in the early stage of the industry, please invite children's stars in the CCTV children's station advertising will be able to achieve good results, so other companies have to follow suit. However, the passage of time, this homogenization of the means of transmission is getting worse and worse, the brand marketing needs urgent need to break the routine, innovation, which is a typical pioneer ABC children's clothing. The ABC children's clothing and Tencent children, Sina parenting carried out a positive cooperation, jumped out of the children's shoes and apparel brands stick to the tenets of television marketing. ABC children's clothing and Tencent children, Sina parenting strategic cooperation, reflects its assiduous pursuit of network marketing and continuous innovation. In today's intense competition in children's brands, ABC children's clothing through the use of Tencent children, the rapid growth of parenting Sina's wind, its brand will also be more broad marketing space. Through the use of children's Internet marketing more flexible, more subtle ways to effectively implant the brand concept. The ABC children's clothing and Tencent children, Sina parenting strong combination, but also be able to achieve win-win cooperation between brands and become the industry's full range of marketing another classic case.
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