Research On Promotion Strategy Of CHG Company’s Mid-and High-End Children’s Clothing

Under the market-oriented environment,China’s children’s clothing industry has gone out of the traditional way and transformed into a new stage of brand competition,especially the retail children’s clothing industry.The market is constantly testing a series of preliminary work of children’s clothing.Therefore,the most important obstacle to test the competitiveness of children’s clothing enterprises is the retail of children’s clothing.China’s children’s clothing industry is one of the industries with the highest market level and competitiveness.Today,with the modernization of commodities,the transparency of prices and the diversification of routes,the promotion of children’s wear in China mainly relies on low price sales,and sacrifices profits in exchange for market share.The rise of shopping centers,franchised stores,brand franchised stores,online shopping malls and other new formats constantly threaten and erode the market share of children’s clothing stores.For mid-to-high-end children’s clothing companies,while their development depends on the quality of their own branded products,they also need to be determined by their own business and service quality.Under the current fierce competition,children’s clothing stores can only seek their own advantages through competition.,In order to get a better business status,and promotion is the most direct and effective way for offline stores.This article conducts research on the promotion strategy of CHG’s mid-to-high-end children’s wear brand,which can provide a reference for the current children’s wear brand stores in a fiercely competitive environment,optimize the operating status of mid-and high-end children’s wear,and promote the development of children’s wear enterprises.At present,there is less research on high-end children’s wear in China,and less research on promotion strategy.The promotion of high-end children’s wear is a very important topic in the current children’s wear marketing research.Whether for online or offline high-end children’s wear brand management,promotion strategy is a very important marketing means.Therefore,this paper carries out targeted research on high-end children’s wear and seeks the optimization path of its promotion strategy,which not only has a direct role in promoting CHG company’s promotion effect of high-end children’s wear,but also can provide some reference for brand stores in high-end children’s wear industry,so as to promote the development of offline brand stores.Based on relevant theories of promotion strategy,this paper takes CHG middle and hi gh-end children’s wear company as the case to investigate and analyze the basic situ ation and performance of CHG company as well as the current situation of its promotion st rategy,and to find out the existing problems of CHG middle and high-end children’s wear company in its existing promotion strategy.Finally,this paper puts forward optimizat ion suggestions from four aspects: strengthening public relations management,optimizing advertising promotion,improving the matching degree of promotion form and consumer ne eds,and professional promotion level of commission personnel,so as to further expand its market share.