ABC Promotion New Way: Online And Offline Children'S Shoes DIY Creativity

With the rapid development of China's children's products industry, brand competition is becoming increasingly fierce. As a sharp weapon of brand marketing, promotion is gradually losing its former glory. Terminal sales "Conventional weapons". On holidays and holidays, there is a bloody promotion campaign on the poster of the stores in the big streets and lanes. You can play half off, I play seventy percent off, you buy one get one, I buy one to send three, and the intensity of competition is obvious. At present, in the aspect of terminal promotion, the general practice of children's products enterprises is to imitate adult clothing, discounts, coupons, gifts and other methods. There is no big difference in the specific operation with the promotion of garment sales, ignoring the characteristics of children's shoes and clothing Market: users are separated from buyers, children are the users of products, and buyers are parents, but children play a supporting role in decision-making.

Children are the most creative people. They have strong curiosity about the things around them, rich imagination, how to understand children's inner world, dig their children's creativity, and understand what their ideal shoes and costumes are like. Many children's products enterprises have been having a headache.

As a leading brand in China's children's products industry, ABC Has been committed to continuously explore the development of industry and brand marketing mode. Since the reverse purchase of ABC children's clothing business in Taiwan in 2008, ABC has been seeking breakthroughs and innovating in marketing. Recently, reporters from Zhejiang children's products Co., Ltd. was informed that, in line with the ABC autumn products listed, ABC brand is about to launch a "love wisdom" - the National Children's shoes DIY creative competition. During the event, anyone who buys a pair of ABC new children's shoes at ABC brand stores or counters can get a free copy of ABC's creative Sketchpad, and participate in this ABC children's shoes DIY creative competition. Children can create according to their own preferences, and use your creativity to dress it up as a unique one. shoes Then upload photos to the official website of the event. The DIY activity will be evaluated by online voting (60%) and the expert jury's scoring (40%). The top 100 participants will be eligible for admission, and the expert jury will eventually award excellent works to win the corresponding gifts, with the highest prizes worth four thousand yuan.

It is reported that in May of this year, ABC joined hands with the general agent of the brand network. The authentic shoe city held a creative competition for children's shoes in Quanzhou, attracting a large number of children to participate in the DIY event. After analysis, ABC felt that this kind of activity could be launched to the whole country, and the ABC brand launched the creative activities of children's shoes DIY in the whole country. "Children who participate in the creative activities of DIY children's shoes can enjoy the joy of DIY creation, cultivate their own creative ability, and even have the chance to turn their DIY works into real ABC children's shoes." Zhou Jianyong, President of ABC brand, said in an interview: this DIY children's shoes creative activities break traditional sales promotion such as gifts, discounts and so on, and form an all directional and three-dimensional promotion mode based on online interaction, terminal support, public relations communication and media promotion, that is, the promotion of sales promotion of terminal products, and the realization of deep communication between ABC brands and consumers, so as to achieve double purposes of improving product sales and promoting the brand of ABC.

According to the analysis of the industry, DIY children's shoes creative activities are not only conducive to expanding children's thinking space, but also enhancing children's hands-on ability and intelligence development. ABC aims at the characteristics of target consumer groups and adopts corresponding marketing strategies: interactive experiential marketing. From one-way communication to interactive communication, from part media to three-dimensional integrated communication, from regional promotion to national promotion, from product promotion to brand promotion, this is a powerful exploration for innovative marketing of children's products industry.