Brand Building And Innovation Of Chinese Children's Wear

Recently, the second "China ten children's wear brand" selection ceremony was held by the China clothing association. After the selection of experts from the industry, industry media, well-known experts and shopping malls, a total of twelve award-winning brands were produced. Among them, the two brands scored the same, and were approved by the jury.
    
Top ten children's wear brands in China
The second "China's top ten children's wear brands" include: Barbara, Dr. frog, tick, red, yellow and blue, today's children's king, keto tree, Li Guo, Mamie Marka, Parker lane, water boy, Emperor Tao, and pig pig. These children's clothing brands have their own characteristics in terms of product design, brand image, channel management and brand culture.

As the first Chinese children's clothing brand with a sales volume of over 1 billion, balbala, at the beginning of its brand building, made regular research on target consumers through third party professional research companies, obtained first-hand consumer information, and adjusted product design and marketing strategies based on consumers' behavioral characteristics and preferences to provide consumers with the most satisfactory products and services, which made Barbara rapidly become one of the representative brands of Chinese children's wear market.

The success of Parker lane is due to its "intelligence intensive" business model. At the beginning of its business, the company developed a unique management software that is compatible with the "Paramount" business model. The increasingly perfect software system has become the core competitiveness of the company. At the same time, the company firmly grasp the central link of design and management, and began to have a multi brand operation strategy after having a certain share of the brand in the market. In 2002, the company introduced "BabyMe" and Garfield (Garfield), and recently launched a "little Lining" sports children's wear with Lining. At the same time, it launched the children's clothing jointly with the famous brand MISS SIXTY of Italy, and was ready to launch a new brand for network marketing.

Also known as Beijing's famous children's clothing brand, the water boy has always grasped the three winning key words of quality, culture and development since its establishment. In order to achieve sustainable development of the brand, the company has built up a long-term brand planning and built a perfect talent management system. At present, the water boy is building a learning enterprise.

The brand operation of today's Tong Wang is centered on marketing, from product development to production, and all products should be organized around marketing. Because in the company's view, an enterprise sells not only products, but also the story behind the product -- the value concept of the brand.

As an export to domestic enterprise, the Fujian Green group has implemented the 5 innovations of the "dynamic" future in the construction of the "soft tick" brand, and has taken five initiatives to fully promote brand development. The company revolves around "tick" brand "love..." With the characteristics of children like listening to stories, the connotation of "love" is materialized, and the concept of "story telling children's clothing" is introduced. The brand and product personality are molded around the story telling children's clothing, and the extension of brand culture is extended.

The award-winning brand of children's wear is only a small part of the Chinese children's wear brand. In recent years, with the active efforts of the China clothing association and the efforts of the children's wear brand enterprises, the children's clothing industry has become a new fast growing industry in China's clothing industry.

Children's wear industry is growing steadily, showing benign development.
At present, the children's wear industry in China is becoming stable and showing a good development trend, and the product structure is improving day by day.

Domestic children's clothing brands have a good grasp in color matching, style design and fabric selection. Exquisite style, fashion personality, lively and healthy, safe and practical.

There are also professional divisions in the industry. Some enterprises specialize in sweaters, down garments, knitted underwear and other special varieties. Some specialize in labeling for brand enterprises, and some enterprises specialize in brand operation.

The brand positioning of children's clothing has also become clearer. According to the age division, according to the wearing occasions, according to the fabric classification, according to the functional division, it can meet the children's needs for different occasions.

Some mature children's wear brands began to extend their brands from clothing to shoes, hats, socks, bags, accessories, bedding, stationery, infant products, etc.

All this shows that China's children's clothing industry has entered the brand development and innovation period, the independent children's clothing brand strength has begun to be highlighted.

The 2009 China clothing association children's wear Specialized Committee report also shows that China's children's clothing industry is in the third stage of development, the wholesale market is upgrading, brand marketing is becoming more and more mature, brand led sales have formed a climate. "Independent children's wear brand has occupied the mainstream of the domestic market."

The rapid development of China's children's wear brand construction has benefited from China's huge children's wear market.

According to relevant data, as China enters the fourth fertility peak period, China is forming a huge consumption market for children. In recent years, the fact that Chinese children's clothing consumption has increased by more than two figures corroborated this view.

After 80 years, it has grown into the main consumer of brand children's clothing. As a peer of reform and opening up, they pay more attention to brand and fashion, which is undoubtedly a good sign for domestic children's clothing brand.

Opportunities and profits will naturally attract many capital to join. Recently, the famous sports brands in China have been optimistic about the domestic children's wear market, and have launched sports children's wear and children's shoes series. Lining signed a brand name LiNing kids with Parker lane, and Anta will launch the Anta KIDS (children) brand; 361 degree also launched the children's clothing business; XTEP, as early as 2006, signed a cooperation agreement with the US Disneyland, and entered the children's footwear market with the help of Disney curve.

In addition, many domestic brands such as Semir, seven wolves and Shanshan, such as Ningbo lion, Shenzhen, Xiao Feng long, and other foreign trade enterprises have entered the children's clothing industry. Even the Chinese household appliance leader Haier group recently announced jointly with Xiamen Huarong group that in March 2010, more than 3000 Haier brothers children's products stores were launched nationwide.

Children's clothing industry is relatively special, and economic strength is far from enough. Only by grasping the pulse of children's clothing industry can enterprises step on the market timing to arrange key variables such as children's clothing variety, category, price, production volume and so on.

Children's clothing industry is an industry with "entry threshold is very low, and the threshold for scale development is very high".

From another point of view, the entry of capital also makes domestic children's wear brand management more rational and mature, and will further promote the competition of children's wear market in China.

"The era of children's clothing brand competition has also arrived." Chen Dapeng, vice president of China clothing association, pointed out that the market space of Chinese children's clothing is very large, and the growth of body size will usher in the shuffle and integration period.

In fact, with the improvement of China's political, economic, cultural and international status, the consumption pattern of domestic children's clothing and the market's demand for brands and products are also changing. People's standards have gradually changed from the past practicality to the pursuit of beauty and even brand connotation. Children's clothing industry is faced with a new round of brand upgrading.

At the same time, the brand competition of children's clothing has been burning to the middle and high-end market in recent two years. The price of children's clothing brand has been quietly rising due to the cost increase of various links. The brands have been trying to maintain their advantages and strive to compete for the consumption share of the middle and high end market. In the future, the competition of Chinese children's wear brands will become increasingly fierce in the high-end market.

Therefore, how to deal with industry shuffling has become a problem that every brand in children's clothing industry needs to consider.

Transformation and integration of children's clothing industry
At present, the children's clothing industry is brewing industrial transformation and integration. Some ambitious and aspiring entrepreneurs at home and abroad are closely following the pace of China's "consumption upgrading", and quickly layout, optimize the new business model, and try to become the real leader of children's wear market.

Seemingly calm but turbulent market for children's clothing, the prelude of a new round of competition is quietly being pulled away.

At present, although we all see the opportunities and challenges of children's clothing, but for a single brand, the road ahead is still full of unknowns and hardships.

Chinese children's clothing is a special industry: there is no children's clothing in the changing process of Chinese dress culture, which is destined for the lack of cultural accumulation in Chinese children's clothing. China's market is vast and abundant, and the difference also determines that it can not learn from the development strategy of the international children's wear brand.

At the same time, because of the diversity, changeability and huge market volume of Chinese children's clothing market, investors, practitioners and designers in children's clothing industry must have innovative spirit in product planning, product design, channel management and brand management. It is also necessary for the upstream and downstream industries such as industry organizations, industrial bases, scientific research institutions, brands, enterprises, designers and other industries to work together to create a reasonable competition environment.

During the 2010 China International Clothing Fair, the second "China's ten children's wear brand" selection campaign has set up a platform for exhibition, learning and communication for Chinese children's wear brands. Let the Chinese children's wear brand display their image to the society in a group attitude, set up the value and status of Chinese children's wear brand, and promote the overall development of children's wear industry.

During the CHIC2010 period, the China clothing association will hold the "China's top ten children's wear brand" award ceremony, the award-winning brand's centralized static display and the award-winning brand joint publishing activities, and will publicize and commend these brands in the industry. These measures will expand the social awareness and social influence of Chinese original children's wear brands.

Although the regional characteristics of Chinese children's wear brands are quite obvious, there are not many national brands, but with the constant guidance and promotion of the China clothing association, the Chinese children's wear brands will gradually become mature, and the Chinese children's clothing industry will usher in another leap, and this leap will appear in the golden ten years of the future.