‘皇家宝贝’婴童用品

一、品牌简介　1993年，“Royal Sonny”（中文译名为“皇家宝贝”）品牌诞生于台湾，并迅速成长为台湾婴幼儿用品市场的领导品牌。‘皇家宝贝’旨在传承英伦贵族对于婴幼儿高品质的呵护和细致的关怀，为中国的亿万儿童，带来更全面、更高品质的呵护，以及高雅气质的培养计划。

二、品牌历程

1993年3月，皇家宝贝诞生于台湾，首创婴童用品以药房为销售渠道载体，成创新营销经典范例，开场行业销售模式先河。

In Mar. 1993, “Royal sonny” was born in Taiwan, it was initiated that infant and children supplies were sold through the marketing channel of pharmacy, forming a classical example of marketing innovation, and breaking a new path for the same industry marketing pattern.

1995年7月，1200家销售网点遍布全台，成为台湾名副其实的行业龙头。

In July 1995, there were 1200 sales outlets around Taiwan, it became the leading company in Taiwan worthy of the name.

1998年1月，“皇家宝贝”正式登陆中国大陆，在厦门经济特区设立国内总代理。

In Jan.1998, “Royal sonny” entered the china mainland market and set a general agent in Xiamen special economic zone, china mainland.

1998年9月，皇家宝贝大陆首家旗舰店在厦门亮相，并创下单店月销量18万的佳绩。同年皇家宝贝进驻国内顶级核心龙头商圈—上海。

In Sep.1998, the first “Royal sonny” flagship shop made its debut in Xiamen and achieved a monthly sales volume of 180 thousand for the single shop. In the same year “Royal sonny” entered the top domestic business circle-Shanghai

2004年7月，皇家宝贝大陆网店达到350家。北京、上海、天津、广州、成都等一批新老市场销售布局日渐完善。

In July, 2004, “Royal sonny” china mainland online shops have reached 350.The sales distributions in Beijing, Shanghai, Tianjing, Guangzhou, Chengdu, and the more became better day by day.

2006年2月，公司迁址厦门朝日大厦，皇家宝贝现代化物流中心设立，开启了崭新的品牌运营之路

In Feb. 2006, the company moved to Asahi Building in Xiamen, “Royal sonny” had its modern logistic center built up, opening a new brand operation path.

2010年10月，超1500平方米的现代化营运中心正式投入使用，为挑战新的市场高峰奠定了坚实的基础。

In Oct. 2010, the operation center with an area of more than 1500 square meters was put into use, which is a solid foundation for a new marketing height challenge.

2010年12月，在国内主流媒体湖南卫视上插播广告！

……明天：

……Future

我们会因为选择了皇家宝贝而感到骄傲！

We will feel proud for our choice of “Royal sonny”.

三、 品牌定位

市场定位：中国婴童用品市场中有影响力的高端品牌。

Market positioning: do the influential high-end brand in the Chinese market of infant and children supplies

核心价值：传承英伦皇室贵族文化的婴童用品专家

Core values: be the specialist of infant and children supplies which are the passing on and heritance of Britain’s royal aristocracy culture

品牌理念：严谨 创新、时尚、环保

Brand concept: being rigorous, innovative, fashionable and environmental -friendly

品牌文化：

Brand culture

以严谨和创新为主题，

Main theme of being rigorous and innovative

以英伦贵族现代育婴科学为指导，

Guided by the modern infant care science of Britain aristocracy

以最前沿的时尚讯息为导向，

Oriented by the fashionable information at the forefront

实现婴儿成长的高品质关怀与服务。

Offer the high quality care and service for infants’ growth

品牌价值：为消费者提供全面、差异化的产品与服务；为每位妈妈的关怀加分。

Brand value: provide all-around, different products and service; Mom’s care plus .

企业愿景：中国婴童用品行业领导品牌

Corporation prospective: do the leading brand in the same industry of infant and children supplies in China

目标消费群：崇尚品质，注重婴幼儿气质培养的成功人士家庭

Target consumer group: the successful families with great concern on quality and attentions on the cultivation of infants’ quality.

四、 产品定位

1、产品定位：致力于为中国中高端消费群体0-6岁婴幼儿提供贵族品质培育方式的解决方案，将英伦皇室贵族优秀的育婴文化与先进的育婴理念相结合，打造具有皇室贵族特色的现代婴幼儿培育方式：严谨、安全、健康、环保、时尚与创新设计。

皇家宝贝主要提供以下商品系列：

1. Product positioning: we are devoted to offering the infants of middle and high-end consumer group with the solution of noble quality cultivation mode, combining the excellent infant care culture of England royal aristocracy with the advanced infant care idea, creating the modern infant care mode with distinguished feature of royal aristocracy: rigorous, safe, healthy, environmental -friendly, fashionable and innovative design.

“Royal sonny” includes the following main products series :

哺乳调乳系列 Nursing and milk mixing series

外出用品系列 Outgoing Series

清洁护理系列 Cleaning And Caring Series

棉织用品系列 Cotton Goods Series

精致礼盒系列 Delicate Series In Gift Box

纯绵内着系列 Pure Cotton Underwear Series

婴童外套系列 Infant And Children Coat Series

高级寝具系列 High Grade Bedding

童车座椅系列 Child Cart Seat Series

五、 品牌运营

Ⅶ Brand operation

皇家宝贝品牌由厦门全利婴童用品有限公司独立运营，下设材料与面料研发中心、产品创新设计中心、品牌管理中心、市场营销中心，商品仓储物流中心、服务培训中心形成完整的品牌运营构架，以市场的独具的生产工艺和新材料、新面料研发优势，完善的产品企划、创新设计，严谨的品质管控、市场营销和服务培训体系，全力保证皇家宝贝领先的产品质量和完善服务体系。

“Royal sonny” brand is independently operated by Xiamen Quanli Infants and children’ supplies Co., Ltd. The company has complete operation structure including the development centers of materials and fabrics, product innovative design, brand management center, marketing center, product depot and logistic center, service training center, unique productive technology and advanced development advantages of new material and fabrics, perfect product project, creative design, strict quality control, marketing and service training system, which are full quality guarantees of “Royal sonny” product and perfect service system.

六、 中国战略

扩张销售渠道：通过主要城市的战略布点，以区域性的龙头城市为核心，进一步影响周边城市，进行辐射性渠道扩张，打造样板市场，培育新兴市场，进而较高密度覆盖中国市场。同时通过策略性的公关传播、广告宣传、地面活动推进、服务体系的改善，加快品牌知名度与品牌影响力的提升

Expand marketing channel: by strategic stationing in the main Chinese cities, the surrounding cities are further influenced based on regional leading cities for market expansions in radiation, sample markets are built, and the new emerging markets are cultivated, thus spreading the Chinese market in high density. It speeds up the upgrades of brand recognition influence by the strategic dissemination of public relation, advertisement, promotion activities ,service system carried out.

明确品牌市场战略：通过VI的形象提升和综合运用，与统一的SI终端视觉表现，打造产品高端的品牌形象，并以采取中高端的产品服务价格的定价策略，超常规突破市场发展路线。

Definite brand market strategy:high-end product images are built by means of the VI image upgrade and comprehensive application , the unified SI terminal vision presentation, together with the pricing strategy of middle which is a the hyper-normal breakthrough of market development mode.

扩大商品类别：单品牌策略下的商品类别增加，可有效的增加单店、单柜的盈利能力；并在设计创新原则的指导下延伸服装和婴儿用品系列，使产品组合进一步提高。

Product variety: diversified product variety under the same brand strategy for effective profitability improvement of each additional shop or counter; garment and infant supplies series are enriched on the basis of the design innovation principles, a variety of products could be provided.

完善品牌市场服务体系：在常规市场服务体系的基础上增加婴童品格养成培训服务、婴童独立素质培育培训服务、新妈妈心理辅导培训服务、婴童心理发现培训服务等。

增加终端的客户体验体系与创意商品陈列。

Perfect brand market service system: based on the conventional market service system, we provide additional infant and child characters building training service, independent quality training service, new Mom psychological counseling service, infant and child psychological finding service, the end customer’s experience system and the originality products display are increased.

七、 渠道策略与市场支持

渠道策略：

Channel strategy:

1、 直营形象店：国内省会城市及重点城市重点商场

1. Directly owned brand shop: set up the main shops in the provincial capital and main cities.

2、 特许加盟店：国内主要二三线城市商场或专卖店

2. Special permission franchisee: in the department shop or set up the franchise house in domestic II, III line cities;

3、 母婴系统：全国各区域大型母婴系统合作伙伴

Infant & Mom system: cooperation partners of large infant & Mom system in nationwide regions

2. 网络商城：淘宝旗舰网店、官网购物平台、阿里巴巴海外贸易平台

3. Online Mall: Taobao flagship online shop, official website shopping platform, Alibaba overseas trade platform

市场支持：

Market support:

1、 品牌支持：欧洲皇室贵族品牌形象，强大的品牌推广力度，与合作伙伴及加盟者共享品牌优势。

1. Brand support: European royal aristocracy brand image, effective brand promotion, joint share of the brand advantages with partner and franchise is allowable.

2、 推广支持：资深品牌营销策划机构与企业品牌管理团队练手，为品牌进行持续的市场调查与营销策划；国内主流媒体广告投放，完备的营销、促销物料，密集的地面推广活动，全方位的品牌媒体公关，为品牌提供推广宣传的强力支持。

2.Promotion support: the senior brand promotion plan organization and corporative brand management work together for continuous market investment and marketing plan; advertisements on domestic main media, marketing and promotion materials and promotion activities in proper density, all-around brand media public relations are made, which are great supports to brand promotion activities.

3、 开店支持：完善的VI体系与SI体系，科学的店面选址顾问团队，确保每家单店的盈利能力。

3. Shop opening support: perfect VT system and SI system, scientific shop location advisor group can ensure the profitability of each shop.

4、 培训支持：系统的产品知识培训，信息系统培训，店面管理运营培训，商品陈列培训、客户体验培训、增值服务培训、消费者沟通技巧培训。

4. Training support: systematic product knowledge training, information system training, shop front management and operation training, the training of product display, customer experience, value-added service, communication skills with consumer

5、 商品支持：合理的供货价格、完善的退换货及售后服务、巨大的利润空间，高额的年终返点，领先的材料研发，创新的商品设计，一手的行业信息采集与输出，信息化商品物流配送。

5. Product support: reasonable price, perfect product changing /refunding and after sale services ,large profit margin, year end rebate, advanced material development, innovation product design, first hand industry information collecting and output, and information network of products logistic distribution.

6、 管理支持：以标准、规范、科学、创新、优化的管理经验指导加盟店进行经营管理与后期维护。

6. Management support: provide the franchise with standard, scientific, innovative, and optimized management experience guidance on operation management and afterward maintenance.

7、 数据支持：市场行业数据每年购买更新，并第一时间为各个区域市场免费输送。

7. Information support: industry market information is purchased and renewed annually, and delivered to each regional market free of charge in the first time.

厦门全利‘皇家宝贝’royalsonny

自1998年起“皇家宝贝”登陆中国大陆市场，厦门全利婴童用品有限公司被授权成为中国大陆总代理；生产厂家台湾铨励实业有限公司凭借多年的专业经验、大量的优秀人才、精湛的技术，充分结合婴儿各个成长阶段的生理特点、生活环境等因素，现已开发生产出包括哺乳调乳系列、外出用品系列、清洁护理系列、棉织用品系列、精致礼盒系列、纯绵内着系列、婴童外套系列、高级寝具系列八大类，全面满足宝宝的需求。在公司用心经营下，至今其消费领域己扩展至全国各地，建立了一个几乎覆盖全国的销售网络，目前全国已有500多家网点，重点一线城市的各大商场均设有专柜和专卖店。多年来，“皇家宝贝”以其系列化、专业化、精致化的商品伴随着众多宝宝渡过了健康幸福的时光，由此也深得了消费者的喜爱与肯定。让皇家宝贝成为所有妈妈背后细心的好帮手，让每一个妈妈都对皇家宝贝品牌放心，宝宝得到用心呵护时你我更开心！