Research On The Development Strategy Of Wild Outdoor Brand Children’s Wear Market

With the advent of the new era,the improvement of people’s living standards has resulted in the upgrading of consumption concepts,the rapid development of children’s wear industry promoted by the population dividend under the open two-child policy,the rapid growth of sports outdoor tourism industry caused by urban pollution and congestion,the promotion of healthy outdoor lifestyle such as parent-child outdoor travel,and the support of national policies,etc.All kinds of favorable trends are as follows:It has contributed to the germination of children’s outdoor industry and the attention of all sectors of society.Children’s outdoor sports is undoubtedly a new and sunrise industry under the subdivision of sports market.At the same time,"Wild Fun Outdoor" is a mature outdoor sporting goods company.Due to the slowdown of domestic economy in recent two years and the saturation of outdoor adult clothing business,the company is urgently looking for new profit growth points.Under this background,the paper makes a detailed demonstration and Analysis on the new children’s wear business of Yeyi Company,and finally studies the strategy of developing outdoor children’s wear and the direction of market development.This paper first summarizes and analyzes the research status and development trends of children’s wear and outdoor products market at home and abroad,and determines the overall research framework based on marketing theory.Secondly,starting from the external marketing environment of Wild Fun Brand,through the external market analysis,sports outdoor industry and the trend of outdoor children’s wear segmentation,the premise of outdoor children’s wear development and the existing advantages are discussed in detail.Then,from the perspective of children’s clothing purchase decision makers and consumers’ demand,the outdoor children’s clothing purchase decision analysis was carried out,and through an effective questionnaire against the target customer group,the current behaviors and demand preferences of the main users to buy children’s outdoor products were summarized and analyzed..Finally,from the internal environment,the status quo of the wild fun company is introduced and the current business situation of the company is analyzed,and the dynamic comparison analysis of the brand target competing products is summarized,and the necessity and inevitability of the company to develop the children’s outdoor plate are summarized.Through the above analysis,the paper finally puts forward the strategy of developing the outdoor children’s wear market,and puts forward that the outdoor children’s wear should be positioned in the "big children’s outdoor sports" of the core first and second-tier cities,and the core positioning of the products should be "safe","comfortable" and "fashionable".The concept of "scenario marketing" is put forward,and the scenario attributes of outdoor sports are highlighted,including the feasible market expansion schemes of outdoor parent-child outdoor,outdoor scenario terminal presentation,outdoor scenario interactive activities,etc.