Studies On Brand Competition Strategy Of Boys&Girls Pregnancy Baby Chain

Pregnancy, infant and child products industry is the international organization as the "sunrise industry". Over the past decade, global infant and children’s products market grew by more than75%. Although the birth rate of the economically developed regions shows a downward trend. Household spending on supplies of pregnancy, infant, children’s products continued to grow. With the purchasing habits of baby products buyers being more professional of the age segmentation trend gradually increasing the market supplier qualification and quality of products put forward higher requirements. At the same time, since2008, large amounts of capital began to pour into the industry. On one hand, with the energy and consumer goods prices, pregnancy, infant and child products distributor operating costs rising, a large number of small and medium-sized distribution providers into financial difficulties after a brief period of development. On the other hand, with the rise of the flattening of the production channels and large chain end-user companies, a crisis of survival of the pregnancy, infant and child products dealer is gradually increasing.At present, there are two views on pregnancy, infant, and child market:One is that the enormous capacity of the market and spending power are amazing, and the industry has yet to scale enterprise and monopoly, thus it encourages capital to a large number of input; the other view is that the industry is not lucrative industry, because the market limited capacity and level of profitability. If the industry is a drop in demand, most businesses will face a crisis of survival. So it does not advocate a lot of investment."Boys&girls pregnant baby chain" entered into the market in2008. And after nearly four years of development, it worked hard to provide one-stop shopping experience which has successively set up18chains in Guizhou province.However, with the accumulation of industry experience, the author has a lot of doubt and confusion in the actual working process, for example, what is the prospects of pregnancy, infant and child market? Pregnancy, infant, child supplies in some regional markets continuing operations the breakthrough is still not enough? What is the industry competitive environment of pregnancy, infant and child supplies? What is the key factor in the regional competition? And these have inspired the author’s research interest of the pregnancy, infant, child brand market. In view of this, the author hope to departure from the business practice, analysis and evaluate its brand child product market competition strategy in Guizhou. Then the author wants to provide some strategies and useful experience to improve brand competitiveness, competition and marketing.The study summarized the theory and practice of domestic and foreign brand competition strategy. Firstly, the author analyzes the background and ideas. Secondly, the author summaries the resources and capabilities of the "Boys&girls", and further analyzes of the industry’s external environment. Again, the author combines with the "Boys&girls" vision, strategic goals and strategies to match the situation, summed up its brand strategy to promote the existing problems. Finally, the author summaries the brand strategy to enhance the competitive of "Boys&girls".The innovations of this article are as follows:Firstly, based on the strategic management theory, the theory of competitive advantage and marketing of theoretical knowledge as well as the characteristics of pregnancy, infant and child industry, combined with experiences in business practices, the author analyzes the competitive environment and brand competitive strategy. Secondly, through charts and a variety of analysis tools, the author summaries practical strategy and the marketing efforts of pregnancy infant, and child market.Thirdly, the completion of this thesis and the conclusions in the empirical analysis and strategic management will play a role in development of pregnancy, infant, child market.