{"id":23902,"date":"2016-10-26T18:41:52","date_gmt":"2016-10-26T10:41:52","guid":{"rendered":"https:\/\/daxueconsulting.com\/?page_id=23902"},"modified":"2017-06-06T16:16:21","modified_gmt":"2017-06-06T08:16:21","slug":"childrenswear-in-china","status":"publish","type":"page","link":"https:\/\/daxueconsulting.com\/childrenswear-in-china\/","title":{"rendered":"Childrenswear in China"},"content":{"rendered":"<h1>360 Market analysis &#8211; Childrenswear in China<\/h1>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"size-medium wp-image-2432 alignright\" src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2012\/08\/children-clothes1-300x239.jpg\" alt=\"daxue consulting-China-the market of clothes for children in China\" width=\"300\" height=\"239\" srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2012\/08\/children-clothes1-300x239.jpg 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2012\/08\/children-clothes1.jpg 400w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>Our client manufactures and sells high-end childrenswear and children\u2019s accessories, but their sales in China were not as strong as they would have liked despite what seems like a strong market for children\u2019s accessories. We conducted a 360 market analysis\u00a0in order to uncover why their children\u2019s accessories had weak sales, and we recommended strengthening their online, offline, and Zero Moment of Truth marketing strategies in China.<\/p>\n<p>&nbsp;<\/p>\n<h2>The China\u2019s Market Opportunity<\/h2>\n<p>According to China\u2019s National Bureau of Statistics, 30% of urban household expenditure is spent on children. Much of this spending is concentrated on what babies and small children eat, wear, and use every day. Projections indicate that growth in the children\u2019s clothing and accessory market will be strong into the foreseeable future.<\/p>\n<p>Research from HKTDC shows that urban families\u2019 average monthly spending on children\u2019s accessories reached RMB 347 in 2012. In first tier cities, families spent RMB 400 on children\u2019s accessories per month.<\/p>\n<p>&nbsp;<\/p>\n<h3>Case Description<\/h3>\n<p>Our client is a high-end, multinational accessories company. They had entered the Chinese market already. But their product lines marketed for childrensold poorly, and they were not sure why. Our client wanted to better understand their current and potential customer base, and they wanted to create a marketing and expansion strategy for their operations in the Chinese market. They were looking for answers to questions like:<\/p>\n<ul>\n<li>Which potential consumer groups remain untapped in China?<\/li>\n<li>What are the key factors that affect the buying decisions for children\u2019s accessories?<\/li>\n<li>How can our client more effectively reach out to key market segments in China?<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>What We Did<\/h3>\n<p>We decided on a four-step design of our research. We opened with a <a href=\"https:\/\/daxueconsulting.com\/market-analysis-in-china\/\">Market Analysis<\/a>, continued with a <a href=\"https:\/\/daxueconsulting.com\/benchmarking-in-china\/\">Competitor Analysis<\/a> followed by a <a href=\"https:\/\/daxueconsulting.com\/consumer-research-china\/\">Client Analysis<\/a>. All of our conclusions were then brought together in Finalization.<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong><u>Market Analysis<\/u><\/strong>. We executed a <strong>Desk Research<\/strong> and a series of <strong>In-Depth Interviews<\/strong> in order to make a solid overview of the market situation.<\/li>\n<li><strong><u>Competitor Analysis<\/u><\/strong>. We then conducted a series of <strong>Discovery Walks<\/strong> to have an overview understanding of the points of sale for the industry. Then we did <strong>Store Checks<\/strong> in competitors\u2019 stores in order to benchmark competitors\u2019 in-store marketing, sales strategies, and the sales speeches of shopkeepers.<\/li>\n<li><strong><u>Client Analysis<\/u><\/strong>.First we conducted <strong>Shop Along Sessions<\/strong>, which help us to better understand how the shopper thinks before, during, and after her or his visit to a store. After that we held <strong>Focus Group Discussions <\/strong>with parents in order to do a deep analysis of their thoughts and feelings regarding how they buy children\u2019s accessories. Finally, we conducted an <strong>On-Site Survey<\/strong> in order to get a broader understanding of the demographics of the target market segments.<\/li>\n<li><strong><u>Finalization<\/u><\/strong>. Using the information gathered in the previous steps, we put together a <strong>Strategic Analysis<\/strong> including a list of actionable recommendations.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>The most important recommendation that we gave our client was that they needed to concentrate a lot more on the Zero Moment of Truth in China, which is the point at which a consumer does research at home for what they might want to buy in the future. We also advised our client to optimize their approach in their online presence including how they present themselves on Weibo, WeChat, Baidu, and E-commerce platforms. Furthermore, we advised our client to increase their offline presence in the lives of their target demographics.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>360 Market analysis &#8211; Childrenswear in China Our client manufactures and sells high-end childrenswear and children\u2019s accessories, but their sales in China were not as strong as they would have liked despite what seems like a strong market for children\u2019s accessories. We conducted a 360 market analysis\u00a0in order to uncover why their children\u2019s accessories had [&hellip;]<\/p>\n","protected":false},"author":32,"featured_media":12700,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"template-auto-format.php","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","footnotes":""},"daxue_industry":[],"class_list":["post-23902","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Childrenswear in China - case study - Daxue Consulting - Market research<\/title>\n<meta name=\"description\" content=\"We conducted a 360 market analysis in order to uncover our client can better perform in the industry of Childrenswear in China\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/daxueconsulting.com\/childrenswear-in-china\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Childrenswear in China - 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