Quanzhou shoe enterprises staged “all age” strategy to expand consumer groups

after the sales volume of parent brand products tends to be stable, some shoe and clothing enterprises begin to promote brands of other age groups in order to expand consumer groups

the middle-aged business “idea” is used to expand children’s potential market. Borrowing the strong market identity effect of the parent brand, while carefully refining the main age consumer products, many shoe and clothing enterprises in our city also extend their marketing strategies to other consumer groups, and make the enterprise brand “suitable for all ages” with multi age series products. So is “all age” marketing a panacea? Can we really expand consumer groups? Will it lead to fuzzy brand positioning? Listen to the experts in the industry

single positioning and easy to lose old customers

note: for sports brands, what are the advantages of implementing the strategy of “all age” marketing to cater to consumers

Zhao: sports brands involve a wide range of age groups and have certain advantages in implementing the “all age” strategy. At the end of last year, the company launched the children’s clothing brand strategy, hoping to develop new markets based on the parent brand. This is actually a reflection of the multi brand strategy. Through the promotion of children’s clothing brand, it actually cultivates potential consumer groups for the parent brand in the future

from the parent brand of fashion and sports, to the children’s clothing brand being promoted now, and then to the business and leisure field planned to enter in the future, enterprises can expand their market share to all age groups by leaping over and subdividing their products and brands

Su: from the perspective of consumers, with the passage of time, the consumer group positioning of a sports brand is too single, which will inevitably lead to the loss of its original “old customers”. For example, when a consumer is 20 years old, he is in favor of the products of a certain brand, but when he is 30 years old, if the brand does not extend its products to an age group, the consumer’s sense of identity will be lost

broaden consumer groups up and down

note: at which stage of enterprise development is it most suitable to develop new products and expand consumer groups of other age groups

Zhao: when the sales volume of parent brand products tends to be stable, enterprises can timely consider promoting brands of other age groups, which is actually the first step of enterprise product extension. For example, enterprises originally targeting at consumers around 20 can now extend their product positioning to children around 10 years old, and in the future, they can also extend their product positioning to people around 30 years old, Realize the “all age” leap of products from childhood to teenagers and then to middle-aged and young people

Su: from a long-term perspective, it is necessary for brand enterprises to expand the consumer groups between the ages of 10 and 15, but they must pay attention to the choice of expansion opportunities. 1n general, the parent brand of an enterprise has to go through the promotion from the second and third tier market to the first and second tier market. Only after the first and second tier market is widely recognized, can the operation of another sub brand be more stable with funds

separate marketing of parent and child brands

note: how to build an age differentiated brand? What should we pay attention to

Zhang: promoting sub brands suitable for different ages is actually a way for enterprises to supplement the consumer groups of parent brands. 1n the specific operation, enterprises should note that there are certain differences between the sub brand products and the parent brand in color matching, style design, management and operation. These differences make it difficult for the talent flow between brands. Once the talent can not adapt to the operation of the new brand, it may lead to operational failure

therefore, the enterprise can separate the sub brand operation project group, and find a new way to “separate adults and children” in the sales channel. For example, at present, the company’s children’s products are not sold in the current exclusive stores, but in Beijing, Shanghai, Shenzhen and other large and medium-sized cities to carry out special children’s brand monopoly promotion, so as to attract franchisees in the second and third tier cities

Su: the products of differentiated Age Series don’t have to be absolutely separated. 1n order to better borrow the consumer identity advantage of the parent brand, enterprises can appropriately choose large flagship stores in major cities for mixed sales of multiple sub brands

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