1993年，“Royal Sonny”（中文譯名為“皇家寶貝”）品牌，並迅速成長為台灣嬰幼兒用品市場的領導品牌。‘皇家寶貝’旨在傳承英倫貴族對於嬰幼兒高品質的呵護和細緻的關懷，為中國的億萬兒童，帶來更全面、更高品質的呵護，以及高雅氣質的培養計畫。
基本介紹
- 中文名稱：皇家寶貝
- 英文名稱：Royal Sonny
- 創立時間：1993年
- 所屬行業：嬰童用品
- 國別：中國
品牌介紹,品牌定位,目標消費群,發展歷程,品牌文化,核心價值,品牌理念,品牌文化,品牌價值,企業願景,旗下產品,戰略策略,中國戰略,渠道策略,市場支持,
品牌介紹
Ⅶ Brand operation
皇家寶貝品牌由廈門全利嬰童用品有限公司獨立運營，下設材料與面料研發中心、產品創新設計中心、品牌管理中心、市場行銷中心，商品倉儲物流中心、服務培訓中心形成完整的品牌運營構架，以市場的獨具的生產工藝和新材料、新面料研發優勢，完善的產品企劃、創新設計，嚴謹的品質管控、市場行銷和服務培訓體系，全力保證皇家寶貝領先的產品質量和完善服務體系。
品牌定位
中國嬰童用品市場中有影響力的高端品牌。
Market positioning: do the influential high-end brand in the Chinese market of infant and children supplies
目標消費群
崇尚品質，注重嬰幼兒氣質培養的成功人士家庭
Target consumer group: the successful families with great concern on quality and attentions on the cultivation of infants’ quality.
發展歷程
1993年3月，皇家寶貝誕生於台灣，首創嬰童用品以藥房為銷售渠道載體，成創新行銷經典範例，開場行業銷售模式先河。
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家銷售網點遍布全台，成為台灣名副其實的行業龍頭。
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，“皇家寶貝”正式登入中國大陸，在廈門經濟特區設立國內總代理。
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，皇家寶貝大陸首家旗艦店在廈門亮相，並創下單店月銷量18萬的佳績。同年皇家寶貝進駐國內頂級核心龍頭商圈—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，皇家寶貝大陸網店達到350家。北京、上海、天津、廣州、成都等一批新老市場銷售布局日漸完善。
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，公司遷址廈門朝日大廈，皇家寶貝現代化物流中心設立，開啟了嶄新的品牌運營之路
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平方米的現代化營運中心正式投入使用，為挑戰新的市場高峰奠定了堅實的基礎。
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，在國內主流媒體湖南衛視上插播廣告！
……明天：
……Future
我們會因為選擇了皇家寶貝而感到驕傲！
We will feel proud for our choice of “Royal sonny”.
品牌文化
核心價值
傳承英倫皇室貴族文化的嬰童用品專家
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
嚴謹 創新、時尚、環保
Brand concept: being rigorous, innovative, fashionable and environmental -friendly
品牌文化
Brand culture
以嚴謹和創新為主題，
Main theme of being rigorous and innovative
以英倫貴族現代育嬰科學為指導，
Guided by the modern infant care science of Britain aristocracy
以最前沿的時尚訊息為導向，
Oriented by the fashionable information at the forefront
實現嬰兒成長的高品質關懷與服務。
Offer the high quality care and service for infants’ growth
品牌價值
為消費者提供全面、差異化的產品與服務；為每位媽媽的關懷加分。
Brand value: provide all-around, different products and service; Mom’s care plus .
企業願景
中國嬰童用品行業領導品牌
Corporation prospective: do the leading brand in the same industry of infant and children supplies in China
旗下產品
產品定位：致力於為中國中高端消費群體0-6歲嬰幼兒提供貴族品質培育方式的解決方案，將英倫皇室貴族優秀的育嬰文化與先進的育嬰理念相結合，打造具有皇室貴族特色的現代嬰幼兒培育方式：嚴謹、安全、健康、環保、時尚與創新設計。
皇家寶貝主要提供以下商品系列：
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 :
哺乳調乳系列 Nursing and milk mixing series
外出用品系列 Outgoing Series
清潔護理系列 Cleaning And Caring Series
棉織用品系列 Cotton Goods Series
精緻禮盒系列 Delicate Series In Gift Box
純綿內著系列 Pure Cotton Underwear Series
嬰童外套系列 Infant And Children Coat Series
高級寢具系列 High Grade Bedding
童車座椅系列 Child Cart Seat Series
戰略策略
中國戰略
擴張銷售渠道：通過主要城市的戰略布點，以區域性的龍頭城市為核心，進一步影響周邊城市，進行輻射性渠道擴張，打造樣板市場，培育新興市場，進而較高密度覆蓋中國市場。同時通過策略性的公關傳播、廣告宣傳、地面活動推進、服務體系的改善，加快品牌知名度與品牌影響力的提升
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.
明確品牌市場戰略：通過VI的形象提升和綜合運用，與統一的SI終端視覺表現，打造產品高端的品牌形象，並以採取中高端的產品服務價格的定價策略，超常規突破市場發展路線。
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.
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.
完善品牌市場服務體系：在常規市場服務體系的基礎上增加嬰童品格養成培訓服務、嬰童獨立素質培育培訓服務、新媽媽心理輔導培訓服務、嬰童心理發現培訓服務等。
增加終端的客戶體驗體系與創意商品陳列。
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.
渠道策略
Channel strategy:
1、 直營形象店：國內省會城市及重點城市重點商場
1. Directly owned brand shop: set up the main shops in the provincial capital and main cities.
2、 特許加盟店：國內主要二三線城市商場或專賣店
2. Special permission franchisee: in the department shop or set up the franchise house in domestic II, III line cities;
3、 母嬰系統：全國各區域大型母嬰系統合作夥伴
Infant & Mom system: cooperation partners of large infant & Mom system in nationwide regions
3. Online Mall: Taobao flagship online shop, official website shopping platform, Alibaba overseas trade platform
市場支持
Market support:
1、 品牌支持：歐洲皇室貴族品牌形象，強大的品牌推廣力度，與合作夥伴及加盟者共享品牌優勢。
1. Brand support: European royal aristocracy brand image, effective brand promotion, joint share of the brand advantages with partner and franchise is allowable.
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、 開店支持：完善的VI體系與SI體系，科學的店面選址顧問團隊，確保每家單店的盈利能力。
3. Shop opening support: perfect VT system and SI system, scientific shop location advisor group can ensure the profitability of each shop.
4、 培訓支持：系統的產品知識培訓，信息系統培訓，店面管理運營培訓，商品陳列培訓、客戶體驗培訓、增值服務培訓、消費者溝通技巧培訓。
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：合理的供貨價格、完善的退換貨及售後服務、巨大的利潤空間，高額的年終返點，領先的材料研發，創新的商品設計，一手的行業信息採集與輸出，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：以標準、規範、科學、創新、最佳化的管理經驗指導加盟店進行經營管理與後期維護。
6. Management support: provide the franchise with standard, scientific, innovative, and optimized management experience guidance on operation management and afterward maintenance.
7、 數據支持：市場行業數據每年購買更新，並第一時間為各個區域市場免費輸送。
7. Information support: industry market information is purchased and renewed annually, and delivered to each regional market free of charge in the first time.
廈門全利‘皇家寶貝’royalsonny
自1998年起“皇家寶貝”登入中國大陸市場，廈門全利嬰童用品有限公司被授權成為中國大陸總代理；生產廠家台灣銓勵實業有限公司憑藉多年的專業經驗、大量的優秀人才、精湛的技術，充分結合嬰兒各個成長階段的生理特點、生活環境等因素，現已開發生產出包括哺乳調乳系列、外出用品系列、清潔護理系列、棉織用品系列、精緻禮盒系列、純綿內著系列、嬰童外套系列、高級寢具系列八大類，全面滿足寶寶的需求。在公司用心經營下，至今其消費領域己擴展至全國各地，建立了一個幾乎覆蓋全國的銷售網路，全國已有500多家網點，重點一線城市的各大商場均設有專櫃和專賣店。多年來，“皇家寶貝”以其系列化、專業化、精緻化的商品伴隨著眾多寶寶渡過了健康幸福的時光，由此也深得了消費者的喜愛與肯定。讓皇家寶貝成為所有媽媽背後細心的好幫手，讓每一個媽媽都對皇家寶貝品牌放心，寶寶得到用心呵護時你我更開心！
