2023 Post Sprint Competition
With first-class advertising and down-to-earth marketing methods, Little Genius** watch stands out among many children's brands, and has made tens of billions of profits within 5 years of its launch.
This product is more than a little genius and has recently been favored by Chinese primary school students, earning as much as 1.8 billion yuan from parents' pockets last year.
What exactly is this product like?Why is it so profitable?
The first picture. It's too outrageous.
The children's clothing brand moodytiger has only been established for 4 years, but it has risen rapidly in a short period of time and successfully occupied a leading position in the mid-to-high-end children's sportswear market.
As a domestic local brand, moodytiger has emerged in the highly competitive children's clothing market and can be described as a one-man horse.
The key reason why moodytiger was able to suddenly stand out and beat the established giants like Adidas and Nike is that it accurately captures the consumption needs of middle-class families.
Moodytiger dares to face the high-end market head-on, unlike many domestic brands, they do not rely on cost-effectiveness to attract consumers, but adhere to a clear positioning, and provide the best service for top-of-the-line clothing at any cost.
According to the data, the price of a moodytiger's windbreaker is as high as 700 yuan, and a small bucket hat is close to 300 yuan.
Moodytiger's total revenue in 2022 has exceeded 1.8 billion yuan, nearly doubling year-on-year, which shows that the company's popularity in the market is amazing.
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Many industry insiders have to admit that the rise of moodytiger has gradually replaced Nike and Adidas as the number one children's sportswear brand of choice among the new generation of parents.
Its solid position is like the little genius watches of the year, monopolizing the leading position in the children's watch market.
How can it dominate the market?
The key to moodytiger's ability to quickly occupy the market in just a few years lies in accurately grasping the consumption psychology of middle-class families.
These families are looking for quality and individuality, they want to show their own taste and they want to be unique.
moodytiger's high-end and unique brand image just caters to their pursuit of face, compared with ordinary Nike and Adidas.
I chose to wear moodytiger to look more tasteful and different;And you choose Nike or Adi. As a result, "my children wear moodytiger" has become the new standard for many parents.
moodytiger accurately grasped this point, so it opened a series of exquisite high-end *** in major shopping malls
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This is in stark contrast to the Nike and Adidas that are ubiquitous today, not only satisfying the vanity of the middle class, but also cementing the reputation of its high-end brand.
MoodyTiger has also put a lot of effort into the details of the product. Each garment is given a special color name, such as "The Adventure of Garahornai" and "Dana Liv", which are rich in literary atmosphere and unique. The color scheme and pattern have been carefully designed and exclusive rights have been applied for to ensure the uniqueness of the product.
MoodyTiger has successfully opened up the high-end market through its unique marketing strategy, which not only satisfies the spiritual needs of the middle class, but also strengthens the brand position through the product itself.
Moodytiger has taken a bold step in terms of location, choosing to open physical stores in major high-end shopping malls. This is different from the current strategy of many sports brands choosing to locate in major department stores, moodytiger directly targets high-end shopping malls, focusing on the target group from the beginning.
As soon as you step into the store, the luxurious and sophisticated décor directly conveys the message of "we are made for you".
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moodytiger has put a lot of effort into product design and differentiated positioning. They came up with unique, incomprehensible color names for each product, such as "Lanza Not", an environmentally friendly material that had never been heard of.
This gives the product an atmosphere of mystery and caters to the psychology of the middle class in the pursuit of individuality.
MoodyTiger is still working with the designer to ensure that the prints it uses are exclusive to them. Even for a tiny logo, they will go through legal means to ensure that it is unique. This undoubtedly enhances the brand's status in the minds of consumers.
Why focus on the primary school market?
As an emerging brand focusing on the mid-to-high-end market, moodytiger's brand positioning is very unique.
It keenly observes that some high-income families are also eager to try different and unique ways of exercising. As a result, moodytiger combines the brand with these niche sports to form a brand identity with a unique personality.
Many middle-class children see sports such as surfing and skiing as new "toys", but these activities are usually only available in large cities with plenty of resources.
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MoodyTiger uses these sports as a selling point to launch co-branded special clothing, such as "surfing sunscreen shirts" and so on. This not only adds interest to the product, but also caters to the social needs of middle-class families.
moodytiger accurately grasped the background of the rise of the middle class and consumption upgrading, and being different has become a magic weapon for shaping its brand image. The brand leads the consumer trend with niche sports, promoting the combination of clothing consumption and personalized lifestyle, thus building a unique brand identity.
With the increase of per capita income in China, parents pay more attention to the all-round development of their children and are willing to invest more financial resources in cultivating their children's hobbies.
For example, you can buy some professional sports equipment to allow your child to participate in various sports activities. However, at present, there are no brands focusing on the production of children's sportswear in China, and most of them are only subsidiary products of some big brands.
The moodytiger brand saw a gap in this market and seized this opportunity.
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moodytiger adopts the internet mindset in brand marketing and boldly innovates. It held a series of offline brand experience activities, inviting target customers to come and experience the products first-hand.
moodytiger organizes events in a variety of ways, including fashion-forward sports such as yoga and frisbee. In addition, moodytiger also cooperates with various opinion leaders and influencers to recommend and explain moodytiger products on ** and social platforms to expand brand awareness and reputation.
MoodyTiger has been positively influenced by word-of-mouth marketing, so more parents have voluntarily chosen and loved it. However, there is some controversy about whether or not the moodytiger product itself is really worth buying.
According to expert analysis, the fabrics and technologies used by moodytiger are not significantly different from other similar brands. In the context of global integration, similar sportswear production technologies are widely mastered.
The biggest selling point of moodytiger's product is its lightweight design, but it is relatively high, which makes it easy for people to question whether it is "reaping the IQ tax".
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Even though many parents understand this, they are still willing to buy for their children to meet psychological needs or to show identity.
The more expensive the product, the better the product
In order to stand out in the highly competitive children's sportswear market, moodytiger needed to employ innovative marketing strategies to attract potential customers.
Based on this understanding, moodytiger boldly tried a variety of offline and online marketing methods, and used Internet thinking.
In 2019, MoodyTiger held a brand launch conference with the theme of "Childlike Innocence in Sports" in City A.
MoodyTiger invited a number of well-known sports bloggers and parent KOLs to participate in the press conference, and organized a series of interesting mother-child interactive games, such as indoor youth football friendly matches and outdoor development tasks completed by parents and children.
These fun casual games not only show the practicality of moodytiger products, but also allow parents to feel the convenience that clothing brings to sports, and have achieved very successful product marketing results.
In their opinion, higher means better quality. As parents, they are willing to spend more money for their precious child and don't care. In addition, moodytiger actively carries out social ** promotion, and all kinds of "star babies" can be seen everywhere wearing moodytiger**.
Gradually, it seems to be becoming more and more common, and parents buy children's clothing of such ** brands, as if it has become a "correct" way of consumption.
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moodytiger has successfully seized the opportunity of the Chinese parenting market. According to third-party data, the average cost of raising a child up to the age of 18 is as high as 4850,000 yuan.
This is a large market. In order to occupy a place in this "blue ocean", moodytiger has developed a variety of functional fabrics and launched a product line for different sports scenes.
Children's clothing is already changing quickly, and moodytiger launches new products every quarter, with continuous advertising, so parents are busy keeping up with the trend.
In this marketing model, it is not an accident that the product ** remains high.
moodytiger's best products meet the current market demand and have achieved initial success.
MoodyTiger is a brand that focuses on the high-income family market, and their target customer base is more concerned about the quality and design of the product, and is not particularly sensitive to **.
moodytiger emphasizes technology and brand value, forming the concept of "quality is proportional to the best" in the minds of consumers.
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Many parents will use moodytiger's ** to show their status on social **, seeing it as a kind of show-off. Putting a few thousand dollars in moodytiger children's clothing for kids can make them stand out from their peers. Therefore, many parents are still willing to buy for their children despite being expensive.
The sales figures are a direct indication of this consumer mentality. In the first half of this year, moodytiger's repurchase rate was as high as 80%, and sales increased by more than 197% year-on-year.
Moodytiger's popularity has increased, which is reflected not only in the increasing number of new customers, but also in the high return rate of old customers. Due to the influence of customer word-of-mouth, the company's popularity has gradually increased.
Despite this, MoodyTiger is not without its hidden dangers, having previously been penalized several times due to quality issues.
*This does not necessarily mean that it is of high quality, and Blind Box luxury children's clothing may also have substandard materials. If the quality problem persists, it will cause a blow to the brand image and sales.
Chart No. 11.
If the moodytiger brand wants to grow in the long term, it needs to seriously consider pricing and product quality, which is essential for the overall development.
Although many consumers are now blindly following the trend to buy, this is only a temporary phenomenon. With the rise of other brands, there will be cheaper and better quality clothing than moodytiger, which will bring more competitive pressure to moodytiger.