Wahaha Children'S Clothes Are Not Clearly Positioned, And The Channels Are Wrong.

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< p > for many consumers, talking about Wahaha is associated with AD calcium milk, nutrition express line and spokesperson Lee Hom, but for Wahaha children's clothing, everyone's recognition is not high.

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According to China fashion brand, Wahaha children's Clothing Co., Ltd. was founded in 2001, and has a history of 13 years, according to China fashion brand network.

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< p > < strong > unclear location, error of channel delivery < /strong > < /p >

< p > when other brands in other periods were developing rapidly, Wahaha children's clothes were still on their feet.

Take the small pig Ban Na, a target= "_blank" href= "//www.sjfzxm.com/" > clothing "/a" limited, which was founded in 1996, for example, its annual sales volume in 2010 has exceeded 1 billion yuan.

And the brand of Semir clothing, which is almost established at the same time as Wahaha children's Clothing Co., has its annual sales volume of over 5 billion yuan in 2013, and its annual compound growth rate has reached over 60%.

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< p > Wahaha children's clothing price is located in spring and autumn 100~300 yuan, summer 60~200 yuan and winter 200~700 yuan, compared with the domestic middle end positioning.

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< p > but as "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a "brand, Wahaha children's clothing lacks their original customer groups, not only can not put down their own body to do low-end products, but also can not break through the original" Wahaha "brand positioning to take the high-end line, so customer groups have been very difficult to define, status embarrassed.

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< p > < strong > on the other hand, Wahaha a href= "//www.sjfzxm.com/" > children's wear < /a > also has serious dislocation in the channel.

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< p > according to public information, Wahaha produced 3 million 300 thousand children's clothing in the six months of 2002 after the establishment of the company, with sales revenue of 150 million yuan.

At that time, Zong Qinghou, chairman of Wahaha Group, even worked out a grand goal of setting up 2000 chain stores in 3 months, with annual sales exceeding 1 billion yuan.

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< p > however, in 2011, nearly ten years after its development, the income of Wahaha children's clothing business was only 200 million yuan. Not only did it grow for more than ten years, the total proportion of Wahaha Group business has also been decreasing, but the number of shops is only more than 500, far from reaching the goal of early Qing Dynasty.

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