Characteristics Of Children'S Clothing Consumption

First, the market difference is small.

Marketing principles point out that consumer purchase behavior is influenced by personal factors first.

Two, the form product is more important than the real product.

Under the condition of modern socialized mass production and commodity economy, products are increasingly complex concepts. They contain three levels: the real product, the basic utility of the product and the interests pursued by the users; the form product includes the quality, characteristics, brand, form and packaging of the product; the extended product mainly refers to a series of pre-sale, sale and after-sale services.

For children's clothing market, formal products are more important than real products.

Consumers' purchase behavior is dominated by purchase motivation. Generally speaking, consumers' purchase motivation can be divided into physiological purchase motivation and psychological purchase motivation.

Psychological purchasing motives can be subdivided into emotional motives, rational motives and patronage motives according to their psychological factors.

Children's purchase behavior is mainly influenced by emotional motives, showing impulsiveness and instability. Novelty, competition and curiosity can all contribute to children's buying behavior, such as peculiar pockets, strange signs, cartoon characters, etc., which can cause children's strong desire to buy.

Therefore, children's consumer products should be emphasized that their products are diverse in function, unique in appearance and beautifully packaged, which are in line with the psychological characteristics of novelty seeking, novelty seeking, beauty seeking and mobility.

Such products can arouse children's strong interest.

Three, advertising has a strong promotional role.

The role of advertising in promoting sales has long been recognized by manufacturers, so many manufacturers are willing to spend heavily on advertising.

Advertising plays a more important role in promoting children's clothing than adult consumer goods.

This is mainly because children's consumption behavior is highly pferable and vulnerable to external influences, such as parents, peers, classmates, teachers, manufacturers and so on.

The most basic means for manufacturers to affect children's consumption behavior are advertising, especially TV commercials.

The potential impact of TV advertising on children's consumption behavior is determined by the nature of advertisements.

TV advertisements make children feel endless joy and excitement through lively images, bright colors, pleasant sounds and attractive pictures. Babies in a baby can watch TV advertisements.

According to the survey, children usually watch TV for 25~30 hours in a week, and children under five see more.

Therefore, some new children's clothing should be opened or squeezed into the market, and the repeated stimulation of advertisements is an effective way.

Parents have obvious memories of children's clothing with large advertising volume. When making purchase decisions, they will first consider these brands. At present, they do not advertise, but when the terminals are well done, children's clothing brands with high popularity and reputation are hardly.

Four, children have more and more right to purchase.

According to the social survey data, children have absolute power in buying snacks, beverages, clothing, toys, stationery and so on. They have a greater and greater influence on their parents' purchase behavior.

In China, the role of children as a buyer is particularly prominent.

On the one hand, the number of children in China is large. On the other hand, the only child is a special phenomenon of Chinese families. They are the core of the family. They are "Little Emperors" and "small suns". A large proportion of their family spending is spent on them.

With the development of China's economy and the increase of people's purchasing power, almost one hundred percent of the purchase rights held by adults in more than 20 years ago are now in the hands of children.

There are more and more pocket money in children's hands. Parents used to give their children pocket money to save their children until they needed it and how to spend it. Now the society is a commodity economy society. Many parents give their children pocket money to learn how to spend and adapt to society as soon as possible.

To sum up, when adults buy children's clothing, adults have a majority of their brands.

But 60% of parents decide when they are shopping for children's opinions.

Parents who take full consideration of their children's wishes but play a decisive role, the quality of children's clothing, children's preferences and reasonable prices are the main factors that lead to parents' purchase.

Five. Comprehensive shopping malls and supermarkets are the main locations for children's clothing.

More than 95% of consumers buy children's clothing in comprehensive shopping malls and supermarkets.

Because there are all kinds of products, reliable quality, various activities, children are willing to go.

Not only can it be used for shopping, it is also a good place for entertainment.

There are few people who buy clothes in children's clothing stores, because the stores are relatively few and have a low reputation.

Popularity and children like to go are the main reasons for choosing places to buy.

Six. The main buyers of children's clothing are young parents.

Children's clothing consumption is the largest proportion of children's consumption, but the frequency of purchase is relatively low.

1. on Christmas day, new year's day, Spring Festival plus students' winter vacation, festivals and festivals, people have more free time to shop.

At the end of 2., manufacturers will have more marketing strategies to highlight the competitive advantage and seize the market.

3. the eve of the Spring Festival is the peak period of traditional consumption of Chinese residents. Children's wear sales are no exception. According to statistics, sales of children's clothing accounted for about 40%-50% of the annual sales volume.

4. now parents are

5. Chinese people have gifts on the eve of the Spring Festival.