Perspective On The Competitiveness Of Chinese Children'S Clothing Industry

The core competence of China's outstanding enterprises is not manifested in technological R & D, but in marketing.

Liu Shijin, deputy director of the development research center of the State Council, has made a comprehensive judgement on Chinese industry recently, which has miraculous fulfillment in the field of children's clothing.

The discussion on the weakness of China's children's wear industry has never stopped. The quality problems are frequent, the styles are slow to update, the high-end brands are missing, and the supporting facilities are unfavourable.

Which one came out is a topic of long standing.

However, what corresponds to it is the market structure of pluralistic prosperity.

From shopping malls, supermarkets, franchised stores, brand discount stores to wholesale markets and street stores without brand names, there is always a matching channel pattern for different consumption expectations.

The core competence of China's excellent enterprises is not manifested in technological R & D, but in marketing.

Liu Shijin, deputy director of the development research center of the State Council, has made a comprehensive judgement on Chinese industry recently, which has miraculous fulfillment in the field of children's clothing.

Liu Jia, the Secretary General of the China clothing association children's wear Specialized Committee, believes that the most important task of the children's clothing industry is to establish sales. Distributors promotion and channel promotion are very important in the brand development period. With the growth of brand enterprises, the marketing promotion to consumers will escalate.

The convenience of network sales in channel promotion, and the integration of multi brand linkage in the inventory of member enterprises have filled many enterprises with no funds to build their own websites.

However, because the online marketing of children's clothing products is not yet mature, they can only introduce the company's image and products on the web page.

Despite the fact that many online marketing companies make up the consumer's awareness of the lack of a single brand by directly placing the designed leaflets directly to the users, the sales performance in recent years has not risen sharply as expected due to the face to face exchanges and the chain reaction of rising costs.

On the contrary, it is a more cost dominant discount shop mode, because the flexibility of site selection, the affinity to terminals, and the sensitivity of timely inventory adjustment can not be ignored.

As a group of children's clothing brand discount shops, such as "Xi Xi", "genius cat", "Ding Ling Lang", "arnah", "auspicious" Beibei, etc., were born in the hot spot of consumption, and snatch the market share of the booming online shop, such as "beautiful baby" and "good children". Experts predict that the mode of consumption with penetration will occupy an absolute advantage in the market structure of children's wear.

According to our understanding, the discount store mode, with its own procurement channels, bypasses agents, effectively reduces costs, and now occupies 40% of the market share.

Most of these famous brands and low price discount brands started with their own brands. At the very beginning, they only sold their inventory and shelves products at the retail outlets at the door. As time passes, the discount products of all brands were concentrated here, making consumers eager for brands and worried about spending.

Take the gifted cats as an example, they cooperate directly with the manufacturers, purchase them synchronously, and contract with more than 100 world brand manufacturers, so that the average price of the same products is reduced by 50%.

Because many discount brands carry out franchise chains, adopting global scale procurement has advantages over a single brand monopoly in terms of business area, variety and price. Even if the price is sold at 50%, it can still get 30% to 40% of the profits.

Many experts are optimistic about the huge demand of this mode in China: on the one hand, many children's clothing brands that have just started need to jointly establish and expand sales channels; on the other hand, because children's clothing is small and difficult to take into account, many enterprises are engaged in a certain category of professional production, but have no strong ability to make terminals. Even if they are terminal, the products are too thin.

In addition, children's clothing brand loyalty is low, product mix and match strong, so the same grade, the same location of different brands centralized sales effect is better.

For more children who desire to conquer consumers with their own brand image but lack the ability to open the market situation, they are sent to a sales store and a steady flow of water, apparently unable to meet the deep entrepreneurial needs.

Their urgent need to build franchisees and agents has made children's brand brokers as a new form of business emerged, and even regarded as the most potential brand marketing channel management mode in the future.

It is understood that this is defined as a brand brokers or business development consulting firm's children's clothing sales new format, the main way of marketing is to attract brands to join, help first-line brands to enter a better market.

They make use of the existing resources to centralize the single brand, and realize the pattern of joint profits between the three parties of the producer, the trustee and the franchisee, which opens an ideal way for the single brand to be difficult to enter the big market.

Compared with the production of an adult suit, the production of a children's clothing is very different from that of the adult garment. There is little difference in production cost, but there is little difference in the cost of production. But the retail price of children's clothing is not the same as that of the adult wear, so the manufacturers can only directly play a direct role in the compression of the sales link.

As the first child broking brand broking company in China, the new growth field located in Sijiqing, Hangzhou, takes advantage of its own management and network advantages to plan and package its brand carefully, and use advertising, marketing, promotion, public relations and other means to carry out three-dimensional promotion.

At the beginning of the founding of the company, Shen Qiang, who was the head of the wholesale experience of children's wear, has exported the concept of Gome style children's clothing sales channel to the industry: the manufacturer's compression sales link, in addition to saving the advertising expenses and large-scale sales promotion activities, the biggest influence is children's clothing operators.

For the downstream retail terminal, there is no market for children's wear in China, because the threshold for children's wear sales is relatively low.

The brand effect of the circulation field we want to create will directly narrow the distance between development and production and terminal retail.

After nearly two years of exploration, Zhejiang, Hangzhou, as the center, radiated the growth of Jiangsu, Shandong, Shanghai and other surrounding areas. The next step is to build a sales network in the face of the whole country.

In this regard, Shen Qiang said, the occupation of the national market will not take a long time, with the successful experience of East China and the annual wholesale turnover of more than one hundred million yuan as the basis, they plan to set up branches in Southern China, central China, southwest, northwest and Northeast China, and then use these branches as the core to radiate the surrounding areas.

It is reported that there are many brand hosting agencies similar to the new way of operation in the industry.

As an inevitable result of industry and professional segmentation, it has a more effective access guarantee than the regional agency in the fast market of brand ownership.

Shen Moli, Secretary General of the Zhejiang clothing association children's wear Specialized Committee, believes that a good marketing mode is bound to be more mature in the process of being copied.