It is reported that a spot check by Wuxi Industrial and Commercial Department shows that 90% of children's toys are unqualified. A person from Wuxi Industrial and Commercial Bureau introduced that 20 batches of toys were randomly selected in the quality monitoring of children's toy market. These toys include plush toys, electric toys, imposition building blocks, remote control toys, etc. In addition to large shopping malls and supermarkets, the scope of spot checks also involves some professional markets and rural shopping malls. Spot checks mainly found the following quality problems: the product circuit does not meet the national standards, and there are problems with the switch contacts of toy electrical appliances; Plush filling materials and production do not meet the hygiene and quality indicators; Unreasonable mechanical design; There is no warning sign, no reminder of the age suitable for using toys, etc.
After testing, some toys have potential safety hazards such as parts falling off after normal use, which may easily lead to accidental injury and suffocation of children, and some products have dangerous burrs, which may easily scratch children; Some toys are very beautiful in appearance, but there are many flaws in the internal structure. Spot-checking personnel found in a shopping mall in Huazhuang that an electric children's bicycle with beautiful appearance cost several hundred yuan. Experts opened its interior and found that the wiring was rough and irregular, and the distribution of power lines was chaotic.
In Europe, advertisers often use the Internet, e-mail and text messages to communicate directly with their children, and it is increasingly difficult for parents to restrain these behaviors. In Britain, the market value of preschool children alone is as high as 4.3 billion pounds, but research shows that children also influence parents' choices of diet, clothing, furniture, cars, computers and even houses, and the total value of these markets has reached 30 billion pounds.
The children of the richest families have the greatest influence and can control 75% of the disposable income of the family. In families where both parents go out to work, children pay the most attention to brands. There was once Paul, the head of European marketing of a world-famous toy company. Jackson said: "Children have known the difference between advertisements and programs since childhood, but they don't understand the meaning of promotion-advertisements are for selling things." We should tell children what advertising is, what brands are and why people advertise. How to teach children how to choose, they will master a lifelong benefit skill in the process of growing up and feel more comfortable in this commodity society. "
We will find that in the era of surplus economy, cruel competition has suppressed the living space of enterprises. In order to compete for the sea port, many homogeneous products are competing for each other, each using its own means and showing its own unique skills. Some of them try their best, others go through fire and water. At this time, the brand is like a banner of hunting on the rivers and lakes, shaking the restless hearts of many bosses. "Do you want to make children's products, where can enterprises go?" "How long can children's brands play?" "Why the tried and tested tactics didn't work" and so on all constitute the innovative essence and breakthrough determination to solve the tactical problems of enterprises after survival at the macro-strategic level. In the final analysis, enterprise team spirit, management culture and marketing concept need to change from quantitative change to qualitative change rapidly in accumulation, and finally support the brand building that has laid the foundation in the trend of the times. In the real society, talking about product management and brand management are two different concepts. The latter is the dream of every boss. Unfortunately, the cognition of brand is still at a very superficial primary level.
As we all know, McDonald's is more about tasting an American culture and a kind of spiritual pleasure and psychological satisfaction brought by its strong culture. Its ever-changing theme gift deeply studies the needs of teenagers. In the enlightenment to us, McDonald's is more about cultivating children's recognition of quality of life in the process of cultivating the market, and there are many brands of instant noodles and potato chips. Popular cartoons, comic books and exquisite toys are often put in them as carriers to attract children and teenagers, and how much they eat can be collected into a series, which leads children to urge adults to buy instant noodles mainly not for eating, but for the toys and exquisite cards inside, which can be said to be very accurate in children's minds.
Children's brands need persistent pursuit and sustainable management. To some extent, dreams, like sea water, are always full of temptation and mystery, but unfathomable. We often sigh that the sea is vast, calm and boundless, but just as the brand has been carefully built and accumulated, it has the extraordinary and imposing manner like sea water, but on the other hand, the sea will roar when it is gentle, and it will roar when it is calm, and the market will not be shifted by our subjective will. Once any link in brand management encounters specific changes or conceptual deviations, on the other hand, it will burn passion and inspire the soul. Although it is not as fierce as the tsunami that broke out in Indonesia, the sequelae are big enough.
Children's marketing is very promising, which is not only based on the huge proportion of children in the country's population of 654.38+0.3 billion, but also because the objects we serve will affect the family economy with high sensitivity and attention. "Inclined consumption" and "aristocratic consumption" should give way to "picky consumption" and "interactive consumption". In my opinion, compared with other modes and ways, children's marketing is full of perceptual, vivid, flexible and diverse colors. As long as it can arouse children's curiosity and concern, it can impress children's hearts, and reflect a sense of social responsibility through unique and interesting gifts and various forms of theme packaging.
Last year, the final of the first China Children's Wear Design Competition was held in Xiamen on June 5438+ 10. In March this year, McDonald's announced in China that it would start selling children's wear. On April 1 day, designer Liu Yang personally designed children's clothes for "Mark Bunny", announcing the arrival of "children's fashion" era to the world. There are indications that after China's entry into WTO, China children's wear industry is facing unprecedented opportunities and challenges. Integrating resource advantages and developing brand economy is the only way to revitalize children's wear industry in China. The Research Report on the Development of Children's Wear Industry in China shows that the consumption of children's wear by urban residents in China has been on the rise in recent years, with an annual growth rate of 26.5%. With the further improvement of family income and the living standard of urban residents gradually reaching a well-off level, the consumption demand of children's wear market in China has shifted from meeting the practicality of basic life to pursuing beauty and fashion. In some economically developed cities, consumers' demand for children's wear tends to be fashionable and branded. In recent years, the domestic demand for children's wear has increased year by year. From the perspective of consumption grade, the middle and low-grade demand shifts to the middle-grade demand, and the middle and high-grade demand grows rapidly. In terms of consumption quantity, children's wear consumption of middle-income families, upper-middle-income families and high-income families shows an obvious upward trend, while children's wear consumption of lowest-income families, low-income families, middle-low-income families and highest-income families shows a downward trend. This shows that the middle-income group is the main body of children's wear consumption. At present, there are 380 million children aged 0- 16 in China, and the annual demand for children's wear is about 800 million. The authoritative organization predicts that it will increase by about 8% every year in the next few years. The children's wear market will become one of the fastest growing markets in China.