Zhanshanshan-IMC plan

SCHOOL OF COMMUNICATION
YSP524 INTEGRATED MARKETING

COMMUNICATION
CAPSTONE PROFESSIONAL PROJECT

TITLE:
A Study on the Purchase Intention of Balabala Brand:

A Survey in the Province of Guangxi, China

NAME:
Zhan Shanshan (P-KOM0105/21)

SUPERVISOR:
Dr. Mahadevan Krishnan

Executive Summary

The epidemic in 2020 has hit the apparel industry hard. The impact on Balabala is no
exception. Compared with the previous offline sales, at this stage, due to changes in the
general environment, rational consumption of customers and changes in consumption
concepts, Balabala will shift its focus to online sales. Center, understand the individual needs
of customers, provide good quality and service, and ultimately increase online sales are the
urgent problems that Balabala needs to solve.

The Balabala children's clothing companies studied in this paper can know the factors
that affect consumers' purchase intentions for Balabala by distributing questionnaires. After
collecting the data, use SPSS software to analyze the reliability, validity, mean and
correlation of the data. On the one hand, I understand the actual needs of customers for
children's clothing; on the other hand, I understand the impact of Price Reasonableness,
promotional innovativeness, convenience, other customer's WOM on the purchase intention
of Balabala customers. Through analysis, we can see the line of other customer's WOM and
promotional innovativeness to Balabala have biggest impact on sales.

In view of the problems existing in the online sales strategy of Balabala children's
clothing, combined with the survey results, a series of optimization suggestions are put
forward, mainly including increasing the contact points, improving the page of the online
mall, strengthening the promotion of new online channels, expanding the online marketing
platform, formulating Network marketing promotion node planning, increasing sustainable
brand building, etc., hope to provide some reference ideas for Balabala and other similar
clothing companies to carry out and optimize network marketing work.

Content

Executive Summary ............................................................................................................I

1.0 Background ..................................................................................................................1

1.1 Brand Profile ........................................................................................................1

1.2 Brand concept and positioning analysis ...............................................................2

2.0 Problem statement ........................................................................................................3

3.0 Research methods and findings ................................................................................... 5

3.1 Research approach (quantitative) .........................................................................5

3.2 Research Design .................................................................................................. 5

3.3 Research methods and findings ........................................................................... 6

4.0 Strategies Plan ............................................................................................................10

4.1 strategic objectives .............................................................................................11

4.2 Target customers ................................................................................................ 12

4.3 Consumer Psychology ....................................................................................... 12

5.0 Tactics plan ................................................................................................................ 13

5.1 Integrate social media platform brand communication channels to enhance

brand awareness. ..............................................................................................................13
 Create Balabala's exclusive APP - iBALA ....................................................... 13
 Xiaohongshu promotion ................................................................................... 14
 Replace the official website page ..................................................................... 15

5.2 Increase brand touch points and use precision marketing to improve

communication efficiency ................................................................................................16
 Fashion Magazine .............................................................................................16
 Cooperate with Douyin to hold a child model contest ..................................... 17
 Entertainment Marketing - Variety Show Sponsorship Marketing ...................19
 Balabala Children's Lifestyle Experience Integration Store .............................20
 Charitable activity .............................................................................................21

5.3 Use promotional means to improve product sales and customer stickiness ...... 23
 Children's Day Trade-in Activities ................................................................... 23
 Holiday promotion activities ............................................................................ 25
 Theme promotion activities .............................................................................. 26

6.0 The implementation timeline and budget .................................................................. 27

7.0 The projected results .................................................................................................. 28

8.0 Conclusion ................................................................................................................. 30

9.0 References ..................................................................................................................32

10.Appendix .....................................................................................................................35

1.0 Background

1.1 Brand Profile
It can be seen from Semir's official website that Semir Clothing, founded in 1996, owns

two major brand clusters of adult casual clothing represented by the Semir brand and
children's clothing represented by the Balabala brand.

Balabala brand was established in 2002. It is a professional children's clothing brand
specially created for children aged 3 to 16. The targeted consumer groups are well-off
families and the middle class. Its positioning is: committed to creating a children's lifestyle
brand, dedicated and dedicated to all Children's growth provides comfortable wear,
fashionable design, superior quality and better choices, bringing a one-stop shopping
experience to the new generation of families.Zhu & Peng(2016)

After rapid development, Balabala has a rich product line, covering children's clothing,
children's shoes, children's accessories, etc.

Balabala has firmly occupied the first position in the market share in recent years,
increasing from 3.0% in 2012 to 5.6% in 2018, with a significant leading effect and rapid
revenue growth. The proportion of Semir's children's clothing business increased from 26%
in 2011 to 53% in 2017, which has become the main driver of the company's performance.

In 2018, Balabala's operating income was 8.825 billion yuan, accounting for 56.14% of
Semir's total operating income, with a year-on-year increase of 39.6%. It is the brand with the
largest operating income in Semir's apparel group. In the first half of 2019, the company's
children's clothing business achieved revenue of 5.212 billion yuan, an increase of 29.54%
over the same period last year, and the growth rate continued to rise (Wind, 2019)

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1.2 Brand concept and positioning analysis
Balabala children's clothing advocates the brand concept of "different childhood". In the

world of Balabala, every child is different. It is the nature of children to be mischievous,
eccentric, and playful.

From the perspective of product style, Balabala is mainly composed of three tones of
yellow, blue and white, which symbolize joy and a healthy mood, and the corresponding
cartoon image is also more cartoonish, fashionable and with an international trend. In
comparison with similar brands, the price coverage of the company's products is wider than
that of red, yellow and blue, and ABC (both are Chinese children's clothing brands); and
compared with Parkland, which is similar in quality and quality, the price of the company's
products is lower.Therefore, Balabala has a higher cost-effective advantage.

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2.0 Problem statement

The clothing retail industry is affected by the product characteristics and business model
of the industry, and it is the most affected industry in this epidemic. The clothing retail
industry has problems of high inventory and low turnover, and it is highly dependent on
offline channels in terms of operation. Abecassis (2006).The peak period of the epidemic
fermentation is during the Spring Festival, which is a traditional peak sales season, which
should be a period when clothing sales surge.Due to the "contact panic" sentiment brought to
people by the new crown pneumonia virus, the passenger flow of offline stores has dropped
sharply, and due to the unpredictability of the duration of the epidemic, consumers have a
mentality to reduce unnecessary entertainment consumption expenditures,Ciotti, et al (2020)
which will be more focus of many purchases has shifted to daily necessities and epidemic
protective equipment.

Since the beginning of the epidemic, it has been about two and a half years. The daily
rising number of diagnosis reflects the severe situation and affected by the epidemic.
Repeated work to some enterprises has implemented the office at home, and the impact of the
epidemic has begun to appear slowly. In addition to the essential things such as daily
necessities, other stores will suffer the tragic situation of no one. In order to reduce the loss,
the news of the major brands of stores will not be poor. And Balabala is also affected by the
epidemic, ITS Revenue in 2020 will drop by 28.5% year-on-year, which is the first time since
that both Revenue and Net Profit have dropped.

The epidemic first touches consumers, and the panic and crisis awareness it brings will
guide consumer psychology and behavior. Elengoe, A. (2020). Therefore, in the future

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development trend of the clothing retail industry, clothing retail enterprises need to pay more
keen attention to the psychological trends of consumers, tap consumer demand, start from
demand, strengthen consumer management, and improve clothing retail products, experience,
technology and management. Second, China's clothing retail brands have always used offline
retail stores as their main marketing channels, but from the perspective of this epidemic, more
retail companies have realized the sales drawbacks of offline stores. Therefore, in the future
development trend of clothing retail industry, digital technology is used to innovate retail
methods, better sell products to consumers, improve the competition relationship of clothing
retail enterprises, reduce operating costs, ease financial pressure and personnel conflicts. It
helps to optimize the clothing industry chain, improve efficiency, and help retail enterprises
to better adapt to the development trend of the times, and to shape digital clothing retail
enterprises.

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3.0 Research methods and findings

3.1 Research approach (quantitative)

Questionnaire survey method. Pre-research stage: 20 people were selected to test the

questionnaire, and the content of the questionnaire was further modified to improve the

quality of the questionnaire through topic analysis. And carry out project analysis, validity

analysis and reliability analysis. Formal investigation stage: determine the sample frame of

this study, set the sampling principle, and conduct questionnaire survey and sampling

accordingly.

3.2 Research Design

Scale is a concept commonly used in studies of measurement problems.Pal et al.

(2015). The questionnaire is divided into three parts.

First of all, the purpose and use of this survey, that is, to study the influence of

parents online shopping intention At the same time, explain the security of the

respondents' personal information and the way to fill in the questionnaire.Secondly, the

personal information of respondents was investigated, including age, grade, major,

monthly living expenses, Network purchase experience and so on.Thirdly, the main part

of the questionnaire, namely the questionnaire part, requires the respondents to follow the

self f ill in actual situation.

variable Measurement term Source

 I think the prices for Balabala are reasonable.

 Sweeney et
The price for the brand is more competitive than al ( 1997) ；
Price other brand.

Reasonableness Gregg

 The price charged at this brand is inexpensive. （2009）

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 I like the promotion activities launched by the
store.

 When the store is doing promotional activities, I
Promotional will stay in the store for a while to choose Szymanski
innovativeness &Hise (2000)
products.

 The store will attract my attention when doing
promotional activities.

 It is easy to buy clothes online.

 Online consumption is more efficient than Korgaonkar
traditional offline consumption & Wolin
( 1999)
 Online consumption is not limited by time and
Wolfinbarger
Convenience space, and can be carried out anytime and & Gilly
anywhere.
（2003 ）
 Online consumption can save manpower and
material resources.

 Word-of-mouth information provides great help
for my purchase decision.

 I would recommend Balabala to others based on

mass media promotional campaigns. Grewal et
al ( 1998)
Other  Word-of-mouth information changed my thoughts

customer’s and attitudes when purchasing balabala.

WOM  I would recommend to friends and relatives to
buy Balabala.

 I have good overall reviews of the

quality of the goods purchased under the

brand. Everard

 I think I will or am considering buying this & Gallett

Purchase product in Balabala. (2006)
intention
 If I need shopping in the near future, I will Jiyoung
consider buying in Balabala. Kim （2013）

 I think I can accept shopping on Balabala website.

3.3 Research methods and findings
This section will discuss the findings and data collected from both interview and survey

to address the research objectives.

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3.3.1 Consumers' purchase behavior of Balabala

From the descriptive statistical analysis, the influence of age on consumers' purchasing
decisions is obvious, and the young people's understanding of children's clothing consumer
goods is more sufficient than the old people. Young parents will be more aware of the
information from various channels such as the Internet and advertisements, and can make the
best choice and determine the children's clothing suitable for their children.

Consumer buying behavior is based on personal economic status, which is the
determinant of purchasing decisions. In the process of consumption, middle-income
consumers tend to consider more comprehensively. Middle-income consumers are not only
very concerned about commodity prices, but also consider other factors as much as possible
on the basis of their prices.Therefore, in the process of choosing children's clothing
consumption, a detailed and comprehensive investigation should be taken, and those products
with higher cost performance are usually selected.

Consumers of different genders respond differently to purchasing decisions. Generally
speaking, women are more likely to convince and buy than men, but women are better at
considering comparisons and choices than men.

Consumers will make choices on the consumption environment every time they
consume, so consumers who market children's clothing should consider the decision makers
who consume this commodity as their first goal.Considering its consumption characteristics
and making corresponding marketing methods as an important external factor affecting
consumer purchases.

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3.3.2 The factors that will influence a consumer in Balabala
This paper studies the relationship between price reasonableness, promotional

innovativeness, convenience, other customer's WOM and purchase intention.The research
results show that: price reasonableness, promotional innovativeness, convenience, other
customer's WOM has a significant relationship with purchase intention, and promotional
innovativeness has the strongest correlation with purchase intention, which is 0.655.

Promotional innovativeness is a direct factor that affects consumers' willingness to
purchase under different promotion methods and different profit margins. Kim, E et al
(2018).When consumers are stimulated by brand promotion activities, they compare the
current commodity price with the past price, and then make a purchase decision and whether
to continue to be loyal to the brand on the basis of perceiving whether the current price is fair
or not. Oliver, R. L. (1999).Therefore, The greater the promotional innovativeness, the higher
the brand loyalty and the stronger the purchase intention.
3.3.3 Balabala consumer loyalty needs to be improved

Consumers are less sticky to Balabala. A total of 220 questionnaires were returned, of
which 192 had purchase experience. Through the survey, 56 people would recommend the
brand to those around them, and 88 people depend on the situation. This means that the 88
potential customers and the 48 customers who would not recommend the brand to others did
not trust the brand very much. The propaganda is still very strong and not enough, and
consumers are less attached to it.

Consumers of children's clothing can buy other non-differentiated products in the market
and have sufficient information. Due to the similar designs and styles of children's clothing,

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there are many competitors in the children's clothing market, so consumers can easily buy
similar or identical children's clothing in the market, and in the era of developed Internet,
they can also clearly understand the price of this market. Balabala has low customer loyalty.
Balabala's official website, Xiaohongshu's design and information update speed is not smooth,
the update cycle is slow, and the amount of content is small. The number of clothing on the
official website is smaller than that of the physical store, and the styles are relatively simple.
The official website has not been updated in line with the physical store. Parents born in the
late 1980s and 1990s are keen on online shopping. It is suggested that Balabala pay attention
to online marketing and online after-sales service, which can make the original sales business
to a higher level.

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4.0 Strategies Plan

The Howard-Sheath model is a pattern of consumer behavior. This model comes from
the "stimulus-response" concept, and the whole model consists of three parts. The first part is
input. Brands use external forces to stimulate consumers, so that consumers can pay attention
to and receive the information the brand wants to convey to them.Hunt, & Pappas, (1972)The
second part is perception and learning. After receiving the information, consumers begin to
process the impression of the brand left in their minds. Coupled with the original
consumption motivation and other factors, they will form the purchase intention.The third
part is that consumers will have purchasing behavior after stimulation, cognition and
learning.Farley & Ring, . (1970).

According to the Howard-Sheth model, the factors that stimulate consumers' purchasing
desire are input factors and external factors. It stimulates consumers to form purchasing
motives by arousing their purchasing desires and then provide a variety of program
information, and ultimately change the consumer's psychology.Prakash, A. (2016). External
factors are divided into culture, personality, time pressure, and financial status; stimuli or
input factors are divided into product substantive stimulation, product symbolic stimulation,
and social stimulation.

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According to Research findings, in this IMC plan, the following 3 strategies that come
along with tactics will be recommended to address the research .

1) Integrate social media platform brand communication channels to enhance
brand awareness.

2) Increase brand touch points and use precision marketing to improve
communication efficiency.

3) Use promotions to increase product sales and customer loyalty.
4.1 strategic objectives
 Business target: increase business grown by 20%;
 Market target: online revenue accounts for more than 50% of total revenue;
 Communication objective: use social media to maintain and enhance the brand image

and enhance Balabla's position in the minds of Chinese consumers.

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4.2 Target customers
Target group: Children aged 3-16.
Consumers: 1. Parents of children aged 3-16; 2. Potential customers (parents with a

second child or those who are trying to conceive or are pregnant) — — and high-income
people living in first- and second-tier cities, pursuing fashion and taking the trend line who
hope that my children can be fashionable and show their individuality.
4.3 Consumer Psychology

As the main reproductive group, the post-80s and 90s pay more attention to the
parenting concept of prenatal and postnatal care. More and more young parents are no longer
sensitive to cost performance, but pay more attention to brand, design and personalization.
Schmitt, B. (2012).CBN Data survey data shows that under the same quality, 44% of parents
born in the 1990s are willing to spend more money to look good. They believe that this can
not only cultivate children's aesthetics, but also an important social business card for
themselves.

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5.0 Tactics plan

5.1 Integrate social media platform brand communication channels to enhance brand
awareness.
 Create Balabala's exclusive APP - iBALA

Marketing is a process of continuous interaction. For clothing designers, they need to
know which styles and elements are favored by consumers. Kotler et al (2015)For consumers,
the unrestricted communication of App provides them with a channel to publish feedback
information. The app breaks the limitation of geographical and number of people, and
consumers of different classes and different regions can communicate with the brand. APP
disseminates information in various ways, including text, pictures, videos, hyperlinks, etc.,
and with the support of digital technology, it can become the best way for brands to build
their own image, and it is also a good way for consumers to understand the brand and even
establish a relationship with the brand channel. Brands can export their own values and ideas
to achieve better communication effects.Jones et al(2015)

Balabala has developed an APP specially for introducing professional knowledge on the
use of commodities. For children's clothing stores, various materials can be introduced to
help consumers understand commonly used materials for children's clothing, including how
to classify and wash clothes. In the recommended clothing area, consumers will find a variety
of style matching pictures after clicking to enter, and consumers can match according to their
favorite styles. This availability of practical expertise can effectively prolong consumers'
browsing time and likely purchase of promotional products. While using the APP, consumers
can feel the caringness of the brand, enhance the consumer's favorability, and leave a deep

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impression on consumers. And appropriately add some content such as customer try-on, old
customer feedback, brand story, design concept, and girls' shopping guide, and interact more
with new and old customers, especially when fans see their messages are replied and
published, they will feel valued , the favorability of the store increases, and the probability of
converting into a customer increases. Two-way communication precisely reflects the circular
nature of integrated marketing communication theory. The brand is not only speaking to the
public, but also the public's response to the brand.Shannon, C. E. (1961, June). (App interface
in appendix 1)
 Xiaohongshu promotion

As of May 2022, Xiaohongshu has more than 300 million users.Over 3 billion daily
community note exposures, 70% of which are UGC content (UGC is used to describe any
form of content, such as videos, blogs, comments, digital images, audio files, and other forms
of content created by a content resource that consumers or created media end up with a user
of an online system or service and which is publicly available to other consumers and end
users.).At present, Xiaohongshu is a social software sought after by young people. As a brand
that pays attention to young people's psychology and fashion, it will naturally not give up this
huge promotion medium.Xinyuan et al (2018)

The way to promote:
1)Actively answer fans' doubts and establish a good interactive relationship with fans;
publish children's fashion sharing notes, and fans share their dressing experience.
2) Cooperate with bloggers of Xiaohongshu's clothing and outfits (such as "Zhege chengzi
bu da tian " and other bloggers), and invite them to promote Balabala's new collection of

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clothing, increase exposure, and develop potential consumers. Through the sharing of the

outfits of bloggers in multiple stages, the new series of Xiaohongshu has been created.The

specific page is in the appendix 2.

Specific promotion plan

The way to promote Work with bloggers and invite them to promote new collections of

clothing

Select object Zhege chengzi bu da tian(这个橙子不大恬)

Reason for selection The blogger has a good external image, a large number of fans, and

most of them are young girls, which overlap with the target audience

Content Release the latest childlike outfits, most of which are selected from

balabala

Target Increase exposure and develop potential consumers

Time January to March2022 October to December

two tweets per month

Budget 1000 yuan | article

 Replace the official website page
According to the AIDA propagation model, consumers make shopping decisions in a

logical process: Attention -- Interest -- Desire -- Action. Compared with men, female
consumers are more prone to impulse purchases.Ullal, & Hawaldar, (2018) A good shopping
environment can immediately attract consumers to stop and stimulate consumption desire
immediately.

The original Tmall store has a single color, so I plan to redesign the Tmall official
flagship store. The page design uses blue as the background color and a childlike cartoon

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design, hoping to bring consumers a lovely and innocent consumption experience. (The
renderings in appendix 3.)
5.2 Increase brand touch points and use precision marketing to improve communication
efficiency

Don Schultz believes: "Any process that can transmit information about a brand, product
and market to consumers, potential consumers or interested groups is called brand
engagement.Schultz, D. E. (1992).
 Fashion Magazine

As the most mainstream media in the fashion industry, fashion magazines still play a
pivotal role in the context of today's new media forms dividing the market. The fashion
magazine has a mature operation team, the most timely fashion trends, and many excellent
writers and photographers. They create not only a fashion magazine, but also convey fashion
information from different perspectives to the public , countless brands have promoted
themselves through these fashion magazines, increasing their sales and influence.Bailey,, &
Seock, . (2010).

Compared with TV media and other new media to transmit information through
audio-visual, fashion magazines can only transmit static images, but for fashion brands, it is
an important brand promotion position.Because the magazine is an urban reading material,
compared to the fleeting TV advertisements, the advertisements popped up by the Internet
media flashed by.Evans et al(1991) .The magazine has a high-quality printing effect, which is
conducive to collection.This results in repeated reading and deepens the reader's impression
of the brand.

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Balabala publishes its own advertisements in "VOGUE" at the beginning of each quarter.
In the promotion of fashion magazines, on the one hand, the brand can participate in the
shooting of the magazine's cover and inner pages, and invite celebrities to wear the brand's
clothing to complete the shooting of the magazine's blockbuster. It is easy to create a star
effect, relying on the popularity of the star to attract the attention of consumers and create an
impulse to imitate, which is a way to spread the brand and reduce the cost of planning.
(Magazine advertisement is in Appendix 4)
 Cooperate with Douyin to hold a child model contest

Douyin is the first short video community that disrupts the way people interact with
hardware. On Douyin, users can express themselves in a magical form, which is what sets
Douyin apart from other similar apps. Douyin is the short video app with the most growth
potential. Douyin’s penetration rate in short video apps is 3.8%, and Douyin’s app growth
rate in September was 151.5% month-on-month.(Among the short video apps, only Volcano
and Douyin entered the top 10 growth rankings), Douyin ranked first in the APP Store
category. Therefore, grabbing the Douyin social platform is equivalent to grabbing most of
the young consumer groups.

The Balabala Super Child Model Contest aims to create a fashionable super child model,
cast children's fairy tale dreams, let children display their talents, show their true nature, feel
the current trend, broaden their horizons, change their temperament, and create infinite
possibilities for children in the future.

With the theme of "Summer Beach", this competition awakens the summer factor,
retrieves the child's cool innocence, and allows the beauty to continue... Starting from

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cultivating children's awareness of beauty since childhood, it spreads children's fashionable

lifestyles and showcases the beauty of Chinese children. Beauty and confidence. In

conjunction with major mainstream media across the country, we will strive to create a child

star concept competition exclusively for children aged 3-16, and build a fashion dream

factory that truly belongs to them.(The Douyin activity page is in Appendix 5)

Introduction to the competition

Competition time August 1, 2022 - August 21, 2022
Participant 3-6 years old is the younger age group
7-12 years old is the middle age group

13-16 years old is the senior group

Competition process:

Early publicity (August 1, 2022 - August 10, 2022)
Do publicity on Douyin platform, official public account, official Weibo and other
platforms.

Online audition (August 10, 2022 - August 18, 2022)
Children who meet the age group can shoot a short video on Douyin and use
@Balbala playing for audition. The content of the video is mainly "Summer Beach", the
content is not limited, and it is required to be positive and reflect the vitality of children.
We will invite the 10 children with the highest likes from all age groups to Sanya to
participate in the offline competition.

Offline game (August 19, 2022 - August 21, 2022)
The children who won the top 30 likes can go to Sanya to participate in the final of
30 to 10. The finalists who enter the top 10 will be awarded the “Summer Beach” theme
outfit tailored by Balabala.
Obtained the Balabala official certified child model certificate, and was selected into
the Balabala performing arts talent pool to export talents for domestic and foreign
platforms (Shanghai Fashion Week, Beijing Fashion Week, New York Fashion Week,
etc.), and the top ten finalists will also have the opportunity to be the spokesperson of
Balabala in 2023 .

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Contest Highlights
A. All-rounder to create a shining image that is unique to the individual. Pre-competition
training, image packaging, and activity experience shape children's comprehensive abilities
and give them a strong sense of fashion participation make your child's star dream come true.
B. Mainstream media pay attention (Tencent, iQiyi, Douyin, Sina Entertainment, etc.) to
live broadcast on the whole network, and follow up and report the whole scene. Detonate the
fashion flow of trendy children, promote the diversified platforms of cutting-edge fashion,
and find Balabala spokespersons.
 Entertainment Marketing - Variety Show Sponsorship Marketing
Entertainment marketing refers to the use of entertainment elements as content to
stimulate consumers, so that consumers notice products and make purchases. Fundamentally
speaking, entertainment marketing is an attitude that uses emotions to arouse the resonance of
consumers, so as to give recognition to the brand. It is a kind of emotional marketing method.
Celebrity promotion is also one of the ways of entertainment marketing. When conducting
brand promotion, good use of the "star effect" will enhance the promotion effect of the brand.
Introducing the star symbol into the brand and establishing a connection with the product can
make consumers imitate and attract consumers and arouse their desire to buy. Hackley, , &
Tiwsakul, (2006).
Under the epidemic and on the occasion of Children's Day and Father's Day, children's
growth is becoming more and more careful, and paying attention to children's needs has
become a hot topic of the times. On June 1, 2022, a summer brand film and a new season of
"Where Are We Going Dad" will be launched. Sponsored linkage, "Where Are We Going

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Dad?" has a long program cycle, rich link settings, and huge star traffic value. In the form of
a star family reality show short film, it is recorded that fathers and children wearing this
brand's parent-child clothing have close contact with nature in summer, experience and
understand nature, and exile nature. With the help of variety shows and star effects, it plays a
role in brand promotion and enhances the image of the new brand in the minds of consumers.
From the traditional family perspective, fathers spend less time with their children, and even
less communication and communication. The propaganda videos are used to promote a new
type of equal and independent family relationship, redefine the role parents play in the
growth of children, and trigger a wave of social thinking. In the follow-up stage, during the
warm-up and broadcast of the program, viewers can scan the QR code on the screen to buy
the same clothes as the star child..(Program page is in Appendix 6)
 Balabala Children's Lifestyle Experience Integration Store

Marketing expert Robine said that effective communication requires sensory
communication between consumers and enterprises, so as to stimulate consumers to have a
deeper impression of the enterprise, and through emotional interaction, consumers can be
more dependent on products. Experiential integrated marketing communication is to allow
consumers to participate in this simulated environment by opening up a virtual space, and this
experience is more attractive than the real world. Tsai, S. P. (2005).Therefore, enterprises
should use the form of interactive experience as much as possible in marketing activities to
improve consumer participation, achieve greater marketing effects, and bring closer the
relationship between enterprises and consumers.

With the change of consumption structure, integrated store has gradually become a new

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model of clothing store. Many people in the industry believe that it is the trend of clothing
retail in the future. The Balabala children's lifestyle we define actually starts from the target
group users of Balabala Playboy, covering the multi-dimensional aspects of children,
especially primary school students in grades one to three, including children's eating,
drinking and playing clothing. The children are moving and still, almost including a full
range of life scenes.

The traditional store business model is being phased out. Balabala applies the
scenario-based marketing experience model. Wearing the product corresponding to the
scenario experience will help consumers feel the material and performance of the product,
which is conducive to promoting consumption. And enjoy the well-matched suits in the
corresponding scene experience, which is conducive to joint consumption. Finally, even if the
product consumption is not achieved, after the customer has obtained a satisfactory
experience in the scene-based experience, the sharing of social platform behaviors such as
taking pictures and punching cards is conducive to promoting the brand.
 Charitable activity

Balabala needs to establish good public relations with the government, society and
media, and industry associations, and public relations communication is more convincing and
credible than the brand's own communication. Public relations including government
relations, media relations, social relations and other factors. Public relations dissemination is
a process of information exchange and an important means for social organizations to carry
out public relations work. As one of the important means of fashion communication, public
relations communication includes shaping the good reputation of brands and enterprises

21

through public welfare and sponsored activities.Grunig. (2013).

Founded in the United States in 1920, Scholastic Education Group is a well-known

publisher and distributor of children's books and multimedia educational products. For nearly

a century, the American Scholastic Education Group has always been committed to the

development of English education for children and adolescents around the world. teach. At

the same time, Scholastic's reading club is also located in the United States, covering various

schools in the United States. Cavanagh,, & Sharnoff, (2014).The governors and spouses of

the United States are Scholastic's summer reading ambassadors. Scholastic's teaching website

helps 18 million students complete research projects each year and has won numerous awards

from the American Library Association.

At the beginning of 2020, an epidemic came suddenly. To make people's discussions on

wildlife, environmental protection and other topics more concentrated, Balabala also plans to

cooperate with the American Scholastic Publishing House to launch some new picture books,

and add content about animals and the environment to them, through the "Animal

World""Beautiful Forest" and other themed picture books, lead children to understand colors,

the world, and the advantages of animals, and donate these picture books to remote areas

such as Guangxi and Guizhou to cultivate children's love for nature and arouse the awareness

of animal protection and environmental protection .(Charitable activity in Appendix 7)

Cooperation time 2022.1-2025.1

Sponsorship location Guangxi, Guizhou and other remote areas

Sponsorship quantity There are 50 book corners and 25,000 books.

Original intention of Enhance the brand image, convey the brand concept and

22

cooperation help children in poverty-stricken areas grow up.
Brief introduction of On Alipay platform, the funds or sesame seeds needed to

scheme donate the number of books and book corners shall be borne
by platform users and brand parties respectively. For example,
if 1000 sesame seeds are needed to donate a book, 500 sesame
seeds are usually donated by platform users, and the other half
is sponsored by Scholastic Company.

5.3 Use promotional means to improve product sales and customer stickiness
 Children's Day Trade-in Activities

Balabala encourages environmental protection, coupled with children's rapid
development, and every year, their height goes up. So we plan to carry out a 7-day trade-in
activity in the first week of each month from 2022. Children can bring their old clothes to the
store and then choose their favorite styles for replacement. There will be a professional
appraisal team to estimate the price of children's clothes, and then make up a little difference
to get the latest models in the store.

Children who exchange money at the store need to register as members. And marketing
and customer service experts point out that the cost of winning a new customer is five times
that of keeping an existing customer. Apart from some obvious reasons, such as the quality
and price of goods or services, an important factor is that customers want to feel that their
habits are respected. In social networks, once the personal information such as occupation,
income, interest, etc. filled in at the time of registration is mastered by merchants, consumers
can be accurately positioned, and consumers' interest in brands, purchase frequency, purchase

23

motivation, etc. can be analyzed, which is helpful to the launching strategy of all commercial

activities.

Balabala can implement the customer loyalty reward program, hoping to get a better

understanding of customer needs and customer attitudes and habits. Customer loyalty plan

based on points. Customer loyalty program based on points is similar to mileage

accumulation, in that points are obtained according to the number of times or the amount

spent in the store, and then these points can be exchanged for rewards.

VIP application and enjoyment of rights

Membership level Ordinary member Senior member Top member
Application
condition Just register. The annual The annual

consumption is over consumption is over

10,000 yuan. 30,000 yuan.

VIP rights and Once registered, it will If you spend over If you spend more
interests
be automatically 10,000 yuan, you will than 30,000 yuan,

upgraded to a regular be automatically you can enjoy the

member. Those who upgraded to a senior private collocation

have consumption member. Invite friends and sharing once

records within one to buy and enjoy up to every six months and

month can receive 10% profit. (For one quarter. The

exclusive example, the product stylist will arrange

value-for-money arrives at the price of the clothes in the

coupons (500-25) from 100 yuan, and within consumer's wardrobe

members every month. 15 days after the to play the role of

In addition, members' friend confirms the each piece of

points can also receipt, the sharer can clothing.)

participate in lucky get 10 yuan income,

draw or be converted and 5 yuan cash +5

24

into cash coupons (500 yuan shopping red

points can reach 50 envelope can

yuan, 1 point for 1 accumulate 50 yuan)

yuan purchase, and

200 yuan can be

reduced in total).

VIP instructions The limitation period of points is 1 year, and the points will be
eliminated on December 31st every year.

Value-for-money vouchers are different from cash vouchers with
member points.

Gift redemption needs to accumulate more than 5,000 points, which
can eliminate the need to redeem points for peripheral products with
brand value of 399 yuan.

Private stylist's rights and interests, you can screen top members in
the background, actively contact customers and make an appointment for
home visit.

 Holiday promotion activities

theme Big Children's Day
slogan Buy a beautiful dress as a gift
time June 1, 2022 \ November 11 \ December 12

site Taobao official flagship store
target Consumers who place orders in Taobao flagship stores
Specific content There is a 12% discount for the audience, and customers will get a

chance to collect prizes after placing an order in our store. They will

write their interesting or touching memories of Children's life into

100-200-word short stories and send them to the customer service. After

the customer service collects them, the winning information will be

released five working days later. The number of winners is 61. The

winners can not only get exquisite gifts prepared by the brand, but also

25

their stories can be published on the official website and printed on the
tag.

 Theme promotion activities

theme Happy garden activities
slogan Escape the city with your baby

time Come to a feast of the garden castle
site 2022. The first week of March
target Online channels
Specific content Fans and potential consumers
In March, when the spring breeze is warm, it's best to go to the
amusement park with friends. Now, the Happy Garden Activity is
launched. Please show your favorite amusement park clothes on Weibo
(at least one item of this brand) and @ Balabala. The children who are
forwarded to balabala can get 2 amusement park tickets prepared by the
brand and a brand gift. The participating children can get a 50 yuan
coupon from the store by sending screenshots to Taobao customer
service.

26

6.0 The implementation timeline and budget

Jan. Feb. Mar Apr. May June

xiaohongshu

Magazine

Experience shop

Charitable
activities
Tik Tok

Variety show

trade-in

Theme promotion

holiday promotion

July Aug. Sept. Oct. Nov. Dec. Budget\RMB
12000
9000
10000
\
80000
300000
50000
\
\
Total:461000

27

7.0 The projected results

In 2022, we arranged various activities to promote balabala. Starting from the long-term

development strategy, balabala deeply cultivated the user experience and paid attention to

word-of-mouth building. It not only paid attention to emotionally closing the psychological

distance between brands and consumers, but also paid attention to how to make better use of

social communication value to form two-way interaction with consumers. At the same time,

balabala advocated this from the perspective of public welfare in a special period, which

made the social responsibility of the brand prominent in this process and further shaped the

good image of the brand in the minds of consumers. For the young audience, Balabala further

completed the concept innovation of marketing sponsorship, and promoted the brand fashion

turn; In view of the current changes in the media environment, further efforts should be made

in digital retail and content marketing to realize the digital transformation of brands.

After this series of activities, a large number of fans have been gained in social media,

making increase business grown by 20%; online revenue accounts for more than 50% of total

revenue。 content
Items  At the end of 2022, it successfully opened the whole china

Business objectives market, achieve 10million RMB sales revenue, entered Chinese
mainstream e-commerce
Market objectives  At the end of 2022，increase online market share in china for
balabala from 12% to 32%
 It is expected that the end of 2022 build online stores in an
all-round way, and online revenue accounts for more than 50%
of total revenue

28

Digital objective  To complete Balabala matrix digital marketing layout in Douyin,
xiaohongshu and Balabala APP in 2022
Communication
objective  With an average of 100,000 fans each account
 Use social media to maintain and enhance the brand image

 Enhance Balabla's position in the minds of Chinese consumers.

29

8.0 Conclusion

This paper takes the Balabala brand of Semir's Group as an example to study its network
marketing mode.

First of all, with the increase of GDP, the public generally has more income for clothing
consumption, which provides the source power for the development of clothing industry.
Socially, the younger generation is more willing to accept online shopping. In terms of
technology, although compared with developed countries, China's logistics and network
technologies are lacking, most enterprises can gradually establish their own marketing
strategies. In addition, children's wear has a large development space and a good prospect,
which makes the competition in the industry increasingly fierce, and also makes the problems
of low concentration of children's wear and less high-end children's wear gradually appear,
which is both an opportunity and a challenge for enterprises.

Secondly, according to the current situation of online marketing of Bala Bala children's
clothing, it is analyzed by questionnaire. At present, the main factors that affect Balabala's
online marketing are: the official website of Balabala, the design of Little Red Book and the
information update speed are not smooth, the update cycle is slow, and the content quantity is
small; The lack of unified marketing planning and consumers' low adhesion to Barabara are
due to the lack of a scientific marketing system in the marketing process, the neglect of brand
building in online marketing, and the failure to study consumers' real needs in time.

Finally, based on the questionnaire, the corresponding strategies are formulated. In order
to achieve better development in the fierce online marketing competition, Balabala must

30

deepen the user experience, pay attention to word-of-mouth creation, improve the release of
new online marketing products and expand marketing channels.

31

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10.Appendix

Appendix 1

Home page

35

Purchase interface Message interface

36

Appendix 2

Xiaohongshu promotion page

37

Appendix 3

Balabala Tmall official flagship store (after design)

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Appendix 4

VOGUE magazine

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Appendix 5

Douyin audition complete work

40

Appendix 6
"Where Are We Going, Dad" is a parent-child outdoor reality show introduced by Hunan

Satellite TV from South Korea's MBC TV station. The reason why this parent-child program
was introduced is because the fast-paced life in the city makes it difficult for parents and
children to have the opportunity to share family happiness. "The program is not to show the
life gossip of 'Star Dad' and 'Star Second Generation', But to show the parents of the post-80s
generation an encyclopedia of life education.

The picture is a screenshot of the program.Viewers can scan the QR code on the screen
to buy the same clothes as the star child.

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Appendix 7

Charitable activity poster

42

Shred book corner page in Alipay

43

Appendix 8

happy garden
activity

44

6.1 big children's day

45

11.11 activity

46