Capital Flows Into Children'S Clothing Industry

With the increasing saturation of the clothing market, the major clothing enterprises begin to turn their attention to the children's wear market, and the children's wear market has begun to enter the market segmentation stage. The huge market space that makes children enter the children's wear industry may continue to appear and develop for some time.

　　 Capital flows into children's clothing industry

Since the financial crisis, China's sporting goods market is now in the first stage of "ocean retreat and privatization". Adidas and Nike were repeatedly abandoned by agents, and they were struggling to digest large quantities of inventory. On the occasion of the attire of adult clothing, Adidas and Nike children's wear market has a unique landscape. Relevant data show that in 2009, Adidas and Nike children's wear market performance was strong, sales performance was better than many professional children's wear brands. To this end, in 2009, Nike cut down the adult production line and the new children's wear production line, and launched a new series of children's clothing 1.3 meters below children.

When international sports brands seize the Chinese sportswear market, the domestic sports giants are also launching their children's clothing through various channels. Recently, Lining was formally signed with Parker lane to jointly launch the brand LiningKids of Lining's children's clothing. The product will be listed in 2010. Anta will launch the brand of Anta KIDS (children), the new product will be officially launched and sold in the first quarter of this year; 361 degrees will put some of the money into the market to start 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. XTEP has now opened hundreds of Disney children's stores in China.

At present, not only foreign adult brands have launched children's wear brands into China's children's wear market, but also some domestic adult wear brands and foreign trade enterprises have entered the domestic market with the brand children's clothing business. The huge cake in the children's wear industry has even attracted the entry of other industries. Recently, Haier group and Xiamen Huarong group jointly announced the launch of more than 3000 Haier brothers children's products stores in the whole country in March 2010.

    All kinds of capital have entered children's clothing industry. What attracted them to enter?

It's a huge market space.

In the domestic clothing market, men's wear, women's wear, sportswear and sportswear are filled with the smell of competition. The characteristics of the buyer's market are more obvious than ever before, and competition is getting hotter. Comparatively speaking, although there is competition in the children's clothing market, it appears that the scenery is good here.

At the same time, so far, there has not been a national brand or leader brand such as men's wear, women's wear, casual wear and sportswear in China's children's wear market. At present, the pattern of children's clothing market in China is roughly the same as that of domestic and foreign brands. Only 50% of the market share of domestic manufacturers occupy 30% of the brands, and most of them are in the one or two and three categories of urban markets; 70% are in a state of no brand. Almost all of the foreign brands occupy 50% of the market share in the first tier central cities. In addition, so far, the brand concentration of children's clothing is still not high, which provides an opportunity to shuffle the brand of children's clothing in the domestic market, and also makes the birth of the leader brand possible.

Because of the economic and cultural differences, the consumption habits, consumption level and acceptance of fashion and brand in different parts of the country are different, thus forming regional differences in different regions. Coupled with the long-term existence of urban and rural differences in the domestic market, this objectively provides space and opportunities for further subdivision of children's wear brands. However, the brand positioning of children's clothing enterprises in China is still concentrated in the middle and big children, but little attention is paid to infant children or teenage clothes, and most of them are still concentrated in middle and high grade. With the increasing competition in the middle and upper class children's wear market and the increasing consumption level, the children's clothing market will be further differentiated.

This is not only an opportunity for foreign brands to enter, but also an opportunity for new brands of children's clothing to enter. At the same time, the main group of the fourth fertility peak in China is the first generation of only child born in the early stage of reform and opening up. They pay more attention to brand and fashion, and pay attention to the demand for brand. This is undoubtedly a good sign for the domestic brand children's clothing market.

At present, children's wear market has begun to enter the stage of market segmentation. The entry and development of Celine, Burberry, Adidas, Nike, Kenzo and other brands just illustrate that children's clothing market has this part of space. Such a large market space for adult clothes to enter children's wear industry may continue to appear and develop for some time.

Industry faces more fierce competition

When it comes to the phenomenon of adult brands entering the children's clothing industry, Lv Zhiqiang, general manager of North China, said: "the entry of adult clothing brands is a good thing for the whole children's clothing industry, and we will spend more time on improving ourselves."

Cao Zhang, chairman of angel Garments Limited, said: "China has a large market space, and sales data show that every brand is eating its own" market cake ". For us, the key is not what others will be, but what we want to grow. He said that Future Ltd will improve itself in terms of internal management, information management, talent reserves and so on, so as to improve its ability to control and make ourselves stronger so as to cope with future market changes.

Ye Xiandong, chairman of red, yellow and blue Garments Co., Ltd. also expressed the same wish. He said: "many other brands of the industry enter the children's clothing industry, the purpose is to make themselves bigger. Under this mindset, some brand products have the ability to extend, have the ability to do well, some only add a new project, and whether they have done well is not yet conclusive. Faced with this situation, we can only grasp our growth. "

In fact, red, yellow and blue have also invested in other industries. "After thinking now, we think we should manage our main business well. We still know more about the market in the children's clothing industry for such a long time. We will not take other people's attention too seriously. If we can survive and develop, we will have our own expertise. We will devote more energy to understand the market demand and strengthen our competitiveness so as to have room for survival. Of course, we can not avoid the fact that children's clothing market has become more competitive with children's clothing market. Adult clothing and other brands extend into the children's clothing market, and the impact on children's clothing brands is still relatively large.

The new entrant makes the domestic children's wear brand management become more rational and mature, and at the same time, it will further promote the competition of children's clothing market in China.

The market rule of ebb and flow will also expose its cruelty. The survival of the fittest will spread from small and medium-sized enterprises to larger enterprises or brands. There are many enterprises that have no design advantages, but do not pay attention to quality. Enterprises who do not pay attention to operational norms or brands will not be spared. Therefore, how to deal with every brand in children's clothing industry needs to be considered.

　　 Choosing cooperation is a coping style.

"For adults, it is thoughtful for them to enter the park. Of course, the brand entering the children's clothing market and Parker lane should be a competitive relationship first, but Parker will look at the entry of adult clothing brands with an open mind." Luo Jianfan, President of Beijing's paramount limited liability company, said that cooperation with assembly was a way that Parker tried to deal with. He said that such cooperation is actually a win-win cooperation. On the one hand, the market experience of Parker in the children's wear market for many years is not available to adult clothing brands, because adult clothing brands will reduce the shortage of new markets because of this cooperation; on the other hand, the mature sales channels of adult clothing market can also provide an opportunity for Parker to develop new markets.

This time, the cooperation between paramount and Lining is to gather the resources of both sides to achieve a win-win situation. Although the market of children's wear is very large, the phenomenon of children entering into children's clothing market will also increase the difficulty of struggling with the market of single children's wear brands. The cooperation between multi brand roads and adult clothing brands is a good choice for children's wear brands.

Luo Jianfan said: "with regard to the development of children's wear market, single brand is hard to be bigger and stronger." the size of a ruler is short, and the development of children's clothing group is the final pattern of children's wear market. At present, children's clothing industry has also begun to enter capital. Undoubtedly, capital can accelerate the formation process of children's wear group. In his view, "adult clothing market entry into the children's wear market is the general trend. This entry will lead to a new shuffle process. For children's clothing enterprises, it is a time for crisis and opportunity to coexist."

Adult clothing will enter the children's clothing market and will continue in the future, so children's clothing brands should face up to this phenomenon. In addition, although there will be an impact on children's wear brand enterprises, there are still a lot of positive factors, which will promote the progress of the whole children's clothing industry. Furthermore, children's clothing brand enterprises should face this phenomenon with an open attitude, see the development opportunities behind this phenomenon, and seize the opportunity to strive for greater development. Dong Wenmei, general manager of T100 children's clothing company, said, "adult clothing is right or wrong in the children's clothing industry. It's not yet a good idea. Everything needs time to speak."