I Want To Tell You That It'S Not Easy To Wear Children'S Clothes.

"Even if we have strong clothing R & D and manufacturing industry chains, we will never compete with professional children's wear brands for the market."

At the annual awards ceremony of the clothing brand, a well-known cashmere sweater brand executive told reporters that men did not want to do it, but men's wear, women's wear, children's wear, sportswear, underwear and other categories had exclusive design, production and sales doorway.

The funds and manpower required for the early stage, mid-term operation and later maintenance of a category clothing brand are beyond the reach of other categories of clothing enterprises.

According to statistics, there are 300 million children in China, and 10 million new babies will be added each year. The number of children's clothing enterprises in China is about more than 6000, less than 10% of the total number of clothing enterprises in the country. Children's clothing production accounts for only about 6% of the total clothing output of the country, and children's clothing ownership is far lower than that of adults.

Although many famous brands abroad have entered China, they are not far ahead of the leading brands.

Although we all see the last piece of cake in the clothing industry, it is not easy to do well.

"Children's wear is an industry with very low entry threshold and very high scale development threshold."

Facing the continuous outsiders, Luo Jianfan, President of Beijing's parkland limited liability company, has revealed his physical and mental experience of children's clothing industry.

He said, not because you are Chinese, you can do the Chinese market, nor is it because you do adult success, children's clothing will be successful.

"Children's clothing industry is a relatively special industry, not only with strong economic strength."

In his view, in recent years, there are so many people entering the children's clothing industry that they are misled by such information.

Taizi milk children's wear is gone, McDonald's children's wear is not successful, Wahaha children's clothing has gone through many twists and turns.

Luo Jianfan thinks, "now some enterprises entering the children's clothing market are like self-employed households, who come in to make children's clothing with huge sums of money."

For Luo Jianfan's point of view, Pan Haoshen, chairman of Shenzhen Xiao Feng long children's wear, has experience.

He said that before entering the children's clothing industry, the company was doing foreign trade business, when the annual trade volume also has nearly 100 million yuan.

The reason why children's clothing industry was chosen in 1998 is based on the conclusion that "the development of children's clothing in the domestic brand is huge, and the new growth point of clothing industry is in children's clothing". This is intended to allow the company to have a better development platform.

However, after a few years, the bottleneck of development appeared: with the price of passenger at that time, the market characteristics, and the structure of goods, we found that, like adult wear, efforts to increase single store sales to achieve the scale effect, its marginal benefit is very low, and it is simply a no return road.

Then the company had to develop horizontally and open more stores to scale. In a few years, the company even opened the store to Dubai, but the regional characteristics of consumption and the control and control requirements of the market have made us feel like we are stuck in the throat and feel the pressure, so we have to slow down.

Even so, people can see that some of the strong brands of category clothing are still tentatively entering the children's wear market.

Because the elite of the clothing industry began to slowly perceive the huge development space of children's wear market.

The unprecedented prosperity of China's children's products market is closely related to the popularity of some well-known international brands, China's children's consumer goods market, the massive entry into the mainland business and the rise of new domestic brands.

A research report on China's children's products market shows that the annual increase of infant care products is about 8.5%, and the annual growth rate of baby carriages, bicycles and bicycles is about 13.8%, 9.2% and 6.5% respectively. Children's clothing is increasing by about 16.7% annually.

Industry analysts believe that although the market size is growing, but the vast majority of the market share will gradually be occupied by brand enterprises in the future. The entry of foreign well-known brands has intensified the competition in the domestic children's products market, and the continuous shuffling of the whole industry has begun.

At this stage, the reality that China's children's products industry can not evade is that the entry of internationally famous brands is aggravating the competition situation of the whole industry.

The new entrant makes the brand management of domestic children's products more rational and mature, and it will also promote further competition in the whole industry.

Data show that in 2009, Adidas and Nike's adult clothing were abandoned by domestic agents frequently, and they were tired of dealing with a large amount of inventory. At the same time, only children's clothing market scenery was good here, and 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 and children's articles for children under 1.3 meters.

When international sports brands seized China's children's products market, domestic sports giants such as Lining, Anta, 361 degree, XTEP and other brands began to launch their own children's products through various channels.

The huge cake in the children's products industry has even attracted the entry of other industries.

Haier group announced that it will launch more than 3000 Haier brothers children's products stores in the country this year.

The law of competition for the survival of the fittest will spread from small and medium-sized enterprises to larger enterprises or brands. Many enterprises that do not have the advantages of designing, seeking quality but not paying 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.