2010 Children'S Wear Industry Observation Retail: Channel Width Is Expanding

Every year before the 61 children's day, retail stores have entered the "brand war" of children's wear brand marketing.

To this end, this reporter visited Beijing's new China children's products store, Xidan shopping malls and other different grades of shopping malls, made a field survey on the children's clothing brand's 61 promotional activities.

The children's clothing store in the new China children's goods store is located on the 2 floor of the mall. The reporter saw many brands of children's clothing at home and abroad have been discounted and promoted. Apart from the 20 percent off place of the Grand Park, piglet's 358 yuan was sent to 108 yuan children's wear, Snoopy's new 30 percent off, old 55% off, pleasant goat and grey wolf summer wear 30 percent off, spring and autumn 50 percent off.

In addition, Beijing Jin Yuan new Lufthansa MALL will hold the "happy baby camp" family fun game competition for the June 1 children's day. ABC, Snoopy, water boy, Parker blue, green fruit and other children's clothing brands will also have 3~7 discount.

The children's clothing brands such as water boy, Ta Ro, Barbara, Yu Road and air angel in Xidan shopping center are reduced by 100 yuan, which is not less than 200 yuan.

From the above three shopping area children's clothing area discount strength, at present, the way to increase sales in shopping malls is mainly based on discount sales, and has not updated marketing means.

Although this method is effective, it is not enough for the mall to catch the hearts of consumers.

For example, the increase in the number of brands, or a misplaced business model with other shopping malls, is the only way to make a difference in the whole marketing channel.

"From the number of children's clothing brands, we have a very complete shopping mall brand, which is probably the best place in all the shopping malls.

Among them, the top grade children's wear brands have 60~70 homes, and the smaller children's wear brands have 10~20 homes.

Zhang Jingru, new China children's clothing store, manager of children's clothing, clothing and shopping malls.

In addition to positioning the shopping malls accurately, we also need to analyze the customers of shopping malls.

Take the new China children's goods store, its Wangfujing commercial street is a fixed tourist business area. There are more tourists and a large gap in consumption level. Therefore, from the brand proportion, the top brands accounted for 15%, the mid-range brands accounted for 60%, and the low-grade brands accounted for 25%.

This multi brand management strategy has more effectively met the needs of consumers at different levels.

Franchised store: brand optimistic

Besides shopping malls, brand stores also become a major window for brands to face end consumers.

For example, the children's clothing brand model "Barbara", which has expanded rapidly from the store, has made the industry see another way for children's clothing to grow rapidly.

The success of "balbala", which is based on the two or three line market monopolized shop, has also proved that the monopoly mode and the shopping mall mode have been evenly matched. Consumers' shopping habits are quietly changing, and the consumption places begin to diversify.

In addition to "Barbara", almost every slightly larger brand of children's clothing has exclusive stores, such as Parker lane, water boy, and so on. The sales volume of exclusive stores is no worse than that of other channels.

The sales channels for children's clothing at three o'clock are diversified. Their classic practice is to open more stores in big markets, open small businesses in small markets, earn profits in community stores and school districts.

"Especially in key business circles, we will open different stores, such as basic stores, flagship stores, OUTLETS stores, and store stores. A business circle will open 3~4 stores, thus forming a market battle fortress."

Zhejiang three point children's Clothing Co., Ltd. Planning Manager Yao Yifeng said.

He believes that on the basis of strengthening the construction of traditional channels, it is also important to strengthen the construction of new channels, such as e-commerce B2C.

But sales channels are not good or bad, because every store has its role.

According to the profit, the community store is the best. According to the sales performance, the flagship store is the best.

For the construction of the channel network, Yao Yifeng said that they will make intensive efforts after setting up a market to ensure that every shop can make a profit. Through continuous profits, they can establish good reputation in the industry and agents.

Wholesale market: an irreplaceable window

In North China's largest children's clothing distribution center, Beijing bailing World Trade mall B1 children's wear area, looking at people coming in and out, dragging plastic bags and pushing trolley to buy goods, you will feel that children's clothing market has unlimited business opportunities.

"Chen Jie, pack the models and models that you have just picked up, and then settle the last account."

Mr. Zhang, an agent from Tianjin, said to Chen Meirong, director of the fashion center of Beijing.

Seeing the busy Chen Meirong, the reporter really can not bear to disturb her. This is located in the 10 city of B1, Beijing. The more than 100 square meter shop is full of all kinds of goods, including children, Chinese children and big children.

Reporters carefully counted, a total of 10 children's wear brands, including small brothers, lion cattle, wangwangle, Love Island, three Qiao and so on.

After waiting for the Tianjin customer to get the goods out of the shop, Chen Meirong, who was very busy, talked with reporters. "Recently, I was very busy. Because of the coming of the June 1 children's day, the people who recently took the goods were very special. Sometimes they could come to more than 60 agents.

Compared with the same period last year, sales of children's clothing increased by 1/3 this year, and overall, it's not bad.

When the reporter asked what changes had taken place in children's clothing this year, Chen Meirong said that this year's children's clothing has obvious changes in style, color and price.

First of all, the style of children's clothing last year was mainly casual children's clothing, and this year's fashion is stronger, especially in women's clothing.

In addition to some cute animal cartoon designs on the clothes, children's clothing will also be embroidered with lace, which is more suitable for children's innocence, liveliness and lovely character.

Another feature is that children's clothing was mainly woven last year, and this year is mainly knitted.

Secondly, in terms of color, this year's children's clothing is mainly dark blue and green, and women's wear is mainly pink and watermelon red.

It seems that the fashion trend is no longer a patent for adults, and children are also experiencing the joy of fashion.

Another change is that this year's demand for children's clothing is larger than that of other ages due to the increase of baby pigs and Olympic babies.

"Of course, the price is also a bigger change. Taking a dress T-shirt as an example, it is more expensive than 3~5 in previous years.

It is estimated that in the second half of the year, children's clothing in autumn and winter may increase by 8~9 yuan per piece. "

Chen Meirong said that this may be related to the increase of raw materials and staff costs.

Chen Meirong's other status is the vice president and Secretary General of the children's products association.

At present, there are more than 30 members of the children's clothing trade association. Since its establishment in 5 years, its influence in the industry has gradually expanded.

The role of the association, Chen Meirong said, was to build bridges between children's clothing merchants and the mall, to provide them with information and help them to make brands.

Secondly, we should strengthen exchanges with children's clothing.

The association has established links with the association of garment industry clusters such as Zhili and Shenzhen, and organized 100 field children's clothing businesses to conduct on-the-spot investigation, and established a win-win cooperation channel between local production enterprises and 100 Rong children's clothing merchants.

Furthermore, the association actively organizes member enterprises to participate in relevant exhibitions in Beijing, Nanjing, Suzhou and Beijing to enhance brand awareness and expand the brand influence of Bai Rong's children's clothing area.

"I hope to provide services for enterprises by providing information, consultation, communication, exhibition and so on, safeguarding the legitimate rights and interests of members, improving the management level of members, and promoting the whole children's wear industry to be bigger, better and stronger."

Chen Meirong told reporters with a smile.

Comment:

In recent years, with the change of consumers' shopping habits, department stores are not the only major shopping channel for parents to choose children's clothing, and stores, online shopping and supermarkets have grown stronger.

The advantage of exclusive stores is the guarantee of quality and convenience of shopping. The advantage of supermarkets is ultra low price products, while the paction cost and management cost of online shopping are decreasing. Online shopping operators will also impact traditional agents through competitive prices and convenient services.

However, different marketing channels are faced with different consumers and can not replace any other channel.

There is a complex relationship between them - competition and cooperation, so every member of the channel can play a role from his own point of view.