On The Localization Strategy Of Qiaohu Brand In China

With the progress of the times and rapid development of the economy, more and more families are able and willing to invest in the education of their children. There is an old saying in China,"one’s character in three years old seals his fate." Educational experts also point out that the preschool education aiming at0to6years old children is crucial to their growth. Therefore, parents come in great numbers to purchase preschool education products and sign up for various early education trainings for their children."Specially Tiger", a Japanese brand, emerges in such situation. It formally pushed into Chinese market in2006. After7years’ development, it now becomes a well-known company which owns600thousand members and has an annual output of over1million. How can this company draw children’s attention, find its market between adults and children and help children find their nature in the face of the development of multi-media nowadays? What kind of magic power it has to fascinate children?This passage begins with the company’s localization development, researches why it entered Chinese market in2006and the background at that time, analysis its three-dimensional sales mode and marketing method-"word-of-mouth marketing" and discusses the production concept of "child-orientation" and relevant production method. At the same time, this passage simply analysis the crisis and bottlenecks it suffered in mainland China. The aim of this passage is exploring the reason of its popularity and searching a sustainable solution for content production and brand communication of preschool education products in China.