"Without being recognized by Chinese consumers, there is no real international brand". With the take-off of China's economy, this sentence is gradually accepted by overseas brands, especially in the field of baby products, buggies, safety seats, cribs, feeding, washing and children's clothing and other subcategories of international brands spring up like mushrooms. But how to effectively expand the Chinese market? How to evaluate the partner's brand layout ability? Where can I get access to many high-quality channel providers? ... Become a common problem in front of many international brands.
It is difficult to choose high-quality channels and the cost of international brand expansion remains high
With the continuous emergence of new technologies and new applications and the change of consumption habits of the new generation of childcare, the channel mode of the baby products industry is also undergoing a period of rapid change, which increases the difficulty factor for international brands to expand the Chinese market. In addition, at present, there is no perfect channel business evaluation system for baby products industry in China, especially for new international brands, the degree of grasp of the Chinese market is not very thorough, resulting in high investment costs.
Gone are the days of "the moon is rounder in the West", with only a brand aura and no effective channel support, and the intention to expand the Chinese market is a fool's dream. Industry observers point out that some international brands have aggressively tested the Chinese market by virtue of their overseas business advantages, but due to poor channel selection and other factors, brand recognition growth is slow, and their reputation and loyalty are greatly reduced. Brand marketing experts believe that in such a fierce competition today, for the international brands just layout Chinese market, brand crisis public relations may be more difficult than brand construction.
Baby channel business evaluation plan surfaced to make up for the industry vacuum
In order to help international brands solve the problem of market expansion and selection of distributors, China Toys and Baby Products Association plans to take the lead in the evaluation of industry distributors from this year, from the aspects of brand agency, channel coverage, market promotion experience and commercial credit, to build an industry authoritative merchant reputation certification system. Thus provide excellent decision reference for international brands. It is understood that the association in 2008 for international buyers procurement confusion, successfully launched the "star supplier promotion plan", in the manufacturer evaluation standards and system construction has accumulated a lot of mature experience.
In order to make the evaluation work of channel providers more authoritative and referable, in the early stage of the system construction, the association went to the United States, Germany, Italy, Hong Kong and other places to widely listen to the suggestions of internationally famous baby and child products brands, and also through questionnaires, telephone communication and other channels to solicit opinions of international institutions and media, which has been strongly recognized and supported. A senior executive of an international brand with considerable achievements in washing and care products said frankly that the channel market in China needs to be standardized at present. The new measures can enhance the confidence of international brands and improve the success rate of market layout.
International brands successfully compete for high-quality promotion resources
China Toys and Baby Products Association in addition to providing channel dealer evaluation and recommendation services, in order to create opportunities for international brands to face to face with high-quality channels and improve the effectiveness of in-depth cooperation, it also co-sponsored and launched the only international baby products trade exhibition in mainland China - China Baby Fair with Germany Messe Cologne, which will be held from October 14 to 16 in 2014. The venue is Shanghai New International Expo Center. It is worth mentioning that since 2011, China Baby Exhibition independent exhibition, because of its scale growth, remarkable platform promotion effect, has become a lot of international brands into the Chinese market.
At present, Zooper, Nike Kids, Us baby, Little Tikes, Cybex, Kiddy, Puma Kids, Adidas More than 100 international brands including Kds, Japanese Pigeon, Takata, Leaman, French Renolux, British Joie, Britax, Korean B&B, Spanish Baby auto, Norwegian Stokke, Dutch Quinny, Swiss M-cro, as well as German and Korean exhibition groups, etc., We have booked a large area special booth before the Spring Festival. In addition, the exhibition will hold the "brand and channel business high-level roundtable", to provide international brands with a unique opportunity to layout the market of many high-level ideas collision. For more information, please call 010-66038881-221 or visit www.china-kids-expo.com to register.
