Experience Economy In Children'S Down Garment Market

< p > recent contact with two seemingly insignificant small businesses, quite touched.

In the depression of China's "a target=" _blank "href=" //www.sjfzxm.com/ "dress less than /a", the performance of one company is surprising.

In the clothing industry, the business called the Hangzhou Sino game trade is doing business in a casual way -- children's clothing, and its business in the children's clothing business is quite partial.

How much can this field be broken down and subdivided? The annual sales volume of the enterprise officially established in 2010 has reached 400 million yuan. In the general downturn of the garment industry, the growth rate exceeded 30% in 2012.

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< p > down jacket is a product with obvious seasonal characteristics, low usage frequency and long renewal cycle. It doesn't seem to be a good business.

Shen Qiang, the founder of the Chinese games, has the habit of "reverse backward", which often leads him to find loopholes in common sense.

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P adults do have a habit of wearing down coats for many years, but if children who are growing up are accustomed to wearing down coats, the situation is quite different.

In the winter without heating in the south, children sleep and quilt is all mothers' worries and secret anguish.

Shen Qiang took this easily neglected detail as a breakthrough point for children's down jacket.

The thin down vest worn for children's sleep has become a breakthrough product in the market for children's wear.

Later, through the autumn down jacket, feather down shoulder, sports down jacket, winter down jacket, and children's down clothing, mothers realized that down jacket is not only a kind of winter outdoor clothing, but also can become a product with seasonal characteristics, high usage frequency and short update cycle.

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< p > SHEN Qiang realizes that the function alone is not enough to "explode".

He decided to buy the famous cartoon characters such as Babu, Disney, Teletubbies and so on. He used the international, high-quality and middle-class family image to put the imitator's products far behind.

Instead of fighting for 8 mothers to buy their own products at the same time, let a mother buy 8 products at the same time, so that children wearing the down jacket will become their own models to promote products.

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< p > few people realize that high grade children's clothing has the characteristics of "gift economy".

The separation between buyers and users makes the basic demand of buyers not high cost performance, but how to win the favor of users, so that buyers are not sensitive to price, and the purchase of goods with the logic of "emotional pricing" is the basic feature of the gift economy.

The success of the match is that it touches the shopping logic of the affluent and only child families in the city.

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< p > the use of gift economic characteristics of relatively rich families to purchase children's products can enable enterprises to sail to the Blue Ocean from the Red Sea.

Guangzhou coolman house is another example.

China's furniture industry has been in the doldrums in recent years because of weak external demand and real estate regulation.

It is also a furniture enterprise, but it can maintain high growth in recent years. One of the reasons is that it touches the pulse of the gift economy.

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There are similarities in the business mode between P and cool competition.

The main business of the company is to provide children's furniture and children's housing customization.

It also purchased the internationally famous cartoon image right to use in children's furniture and children's room decoration.

But the most attractive part of its products and services is customization.

The image design of comic animation, children's self image and paternity image gives the furniture and the whole room a strong personalized color, so that children feel the whole room is their own world.

The whole room is a gift from the parents to the children. The child's preference is the biggest or only appeal of the parents to buy this gift, and the price has become the last factor to consider.

In the furniture industry that homogenized competition and price war prevailed, cool man found a safe haven.

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< p > the characteristics of the gift economy can be summed up in a popular saying: "money is hard to buy and willing".

How to make users of products and services happy is the focus of gift economy competition.

In ordinary competition, price is often the basic theme of competition.

The gift economy is not the product economy, nor the service economy, but the experience economy.

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The success of the P Disney business model is the success of the experience economy.

Animation is just its form, and the experience and emotion behind the cartoon is the background of this business model.

"Angry birds" is a clear proof.

"Angry birds" is a truly animated image.

From the perspective of image and popularity of communication, "angry birds" is no less than any kind of cartoon image.

The angry birds follow the Disney's business model and become more and more difficult. It is likely that they will give up halfway because the experience they contain is too simple.

People know this cartoon image from a single action game. It has no name, no character, no story.

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< p > no matter how distinctive the recognition of its cartoon image is, its overall image is monotonous, unfamiliar and vague. It must not compare with Mickey Mouse and snow white.

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< p > China's animation industry will always be in constant effort to prove that it will never succeed if it does not understand the true meaning of experience economy, so that the whole industry is just an angry bird.

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