2010 China Children'S Clothing Industry Observation: "Pretend" To Play The Role Of Childhood

When the pace of June is getting closer to us, children's clothing has entered the peak sales season, and the major brands have also launched a marketing war.

What are the most important factors for parents to buy clothes for children on June 1 children's day? What kind of channels do they usually choose to buy children's clothing? What kind of children's clothing is the most popular among consumers? And how should the children's clothing industry cluster deal with children's clothing? In the end, what are the aspects of children's clothing industry? For this reason, this article analyzes and discusses these problems one by one at the time of children's day, hoping to provide references for the relevant industry and jointly weave colorful childhood for children.

Consumer articles --

Cost performance is the dominant factor of purchase.

Brand cost performance is very important.

In recent years, the brand awareness of children's wear has been enhanced, but after investigation, the reporter found that consumers actually pay more attention to brand performance.

Parents surveyed generally indicated that their ideal price was 100~300 yuan for autumn winter clothing and $50~200 for spring and summer wear.

More than 80% of the surveyed parents believe that infants and young children grow very fast, clothes are often worn only a few times, shopping at the mall is not cost-effective, and Oteri J and other brand discount stores are more acceptable.

In addition, the sale of brand stores and shopping malls will also cause parents to go shopping.

On weekdays, the clothing market and the cheap and fine children's clothing in the foreign trade store are good buy products.

A recent survey conducted by the textile and clothing weekly shows that the most important factor for consumers to buy children's clothing is fabric comfort and safety. Secondly, fashion styles are beautiful, prices are reasonable, promotions are great, and brand recognition is high in the last place.

A woman explained that parents always try to buy brand products for their children, because they are more secure in size accuracy and fabric selection, but there is no need to follow high priced products and high-end products.

After 80, young parents gradually become the main force of children's clothing consumption group, and their consumption habits are also the focus of business attention.

The Post-80's parents pay more attention to product comfort, environmental protection and one-stop shopping experience. They are the traditional and modern pition generation. They have a strong family concept. They will pay more attention to the quality of their products in their children's consumption, but at the same time they have a more mature consumption concept, and they will not blindly seek high priced goods.

During the interview, the reporters also found that consumers' recognition of Lining, 31st degree and other domestic famous brand children's clothing was much higher than that of Adidas, Nike and other international brands.

Parents generally say that when the child is not conscious, such a high priced brand will not be considered, but if the child has a purchase intention, he will respect his children's opinion.

Correspondingly, domestic brands are generally priced moderately.

If the brand of three point water is sold, the product of 100~200 yuan price is the best, and the best selling product of Parker lane is the product priced at 150~200 yuan.

Yao Yifeng, planning manager of Zhejiang three point children's wear Co., Ltd., analyzes that with the improvement of living standards, prices will not be the only factor determining product sales. Consumers are more interested in styles and collocation, but combined with the income level of domestic consumers and the easy elimination of children's clothing, cost-effective brands will be the final choice for consumers.

Online shopping is fast and affordable.

Reporters found this phenomenon in interviews. Mothers often lack the concept of famous children's wear brands. Only a few mothers can accurately tell children's brands such as pig, Disney, Parker and so on.

However, most mothers can blurt out the names of baby websites. Among them, the rate of reference is very high, such as Yue you, red children, 55bbs nursery channel, Beijing mother net and baby tree.

It can be seen that young parents pay much attention to the baby websites, and they are interested in it.

In the course of the interview, the mothers gave very high comments to the baby websites. They believed that the quality of the products of these websites was guaranteed, and the brands could be chosen more. The yellow pages of the websites would be delivered to the consumers in time, and the delivery would be very convenient and fast.

Ms. Zhang has just given birth to a baby. She said that almost all mothers near mother would visit the baby web site frequently during pregnancy, understand the information and exchange experiences in the community, and buy children's products online when they are in trouble.

Hu Chao, chairman of Yue you network, introduced that in order to satisfy the young mothers' shopping psychology and needs at various stages before and after pregnancy, Yue you took the operation of the entity store + Yellow Pages + network mode, and the effect was remarkable, and the brand effect and economic profit all went up year after year.

At present, there are more than 100 stores in the country.

In fact, looking at the nationwide e-commerce B2C website, the baby industry is another big profitable industry after electronics, clothing, books, diamonds and so on.

Retail chapter -

Channel width is expanding.

Department store: the main force of brand sales

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 the demand for children * s clothing is larger than that of other age groups because of the increase in pig babies 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 the communication with children's clothing.

The association has established a contact with the association of clothing industry clusters, such as the weaving, Shenzhen and other clothing industries.

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.

Brand article -

Personality is the magic weapon to speed up brand segmentation.

61, the world cup is coming.

June this year is more popular than usual.

For children's clothing brand, "61" will not only set off the second sales peak in the second quarter, but also the world cup of four years will start this month. Children's wear has always been dominated by leisure wind and sportswear. Therefore, a marketing war in June is inevitable.

The three point water brand launched the "big world marketing" in 2010. During the "World Cup" period, it played a striking role in playing the edge ball, focusing on girls who do not know football, and playing the slogan of "now our whole family is concerned about Africa", "although we all do not understand nor love football, but we love those who do not have to work overtime and be happy to watch the ball" and so on.

Yao Yifeng, manager of the planning department of the company, said that the children's clothing at three o'clock is mainly aimed at Chinese children, mainly through campus activities and consumer SMS dissemination, so as to avoid advertising competition with the sports brand in the mainstream media.

Every 61 of Jiangsu Dong Du Textile Group plans to donate a small donation box to a charity donation every year. All donations are sent to the Red Cross.

The combination of clothing sales promotion and children's love cultivation has won many parents' approval.

Gu Yan, director of brand operation of the group's brand center, analyzed that after 80 and 90, more attention should be paid to the feelings and experiences in the process of consumption and use, and the pursuit of consistency between products and services and their emotional experience. Therefore, interactive experience marketing can stimulate their desire to buy, guide consumption and stimulate consumption.

For 61, the most interesting thing is to use the brand image spokesperson "Olympic girl" Lin Miaoke as an opportunity to promote publicity. At that time, we will promote the theme of "pleasantly surprised" summer, "wonderful" not "can", and at the same time, we will increase sales discount to match this 61 sales promotion.

In the interview, reporters also learned that Barbara, Parker lane, and keto tree children's clothing in the 61 period, according to the characteristics of consumers in different regions, through posters, publicity lists, network publicity and promotion, the use of discount discount activities, parent-child preferential activities and other feedback to new and old customers.

Personality, the magic weapon of brand success

After a knockout race, the top ten children's wear brands found their own runway.

In March this year, the second China ten children's wear brand was selected by the China clothing association.

It is understood that 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.

First, let's learn about the first Chinese children's wear brand balbala, whose sales volume is over 1 billion yuan.

At the beginning of their brand building, they regularly studied the target consumers through third party professional research companies, obtained first-hand consumer information, adjusted product design and marketing strategies according to their behavioral characteristics and preferences, and provided consumers with the most satisfying products and services. This made Barbara quickly 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 suitable for the management mode of paramount. The increasingly perfect software system has become its core competitiveness.

At the same time, the company firmly seized the central link of design and management, and began to have multi brand operation strategy when its brand had a certain share in the market.

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.

The brand operation of today's Tong Wang is centered on marketing, from product development to production, and all products are organized around marketing.

Because in the company's opinion, an enterprise sells not only products, but also the story behind the product -- the value concept of the brand.

Qian Wenfei, Minister of Sales Department of the 361 degree children's wear center, introduced that 361 degree children's wear is the road of "sports category in children's wear and leisure style in sports". The market positioning of the brand is conducive to the development of a broader three or four line market in China.

As an export to domestic enterprise, Green group of Fujian revolves around "tick" brand "love..."

Combining the characteristics of children's listening to stories, the connotation of "love" is embodied, and the concept of "story telling children's clothing" is introduced. The brand and product personality are molded around this concept and the extension of brand culture is extended.

Adult trend this year

Adult has always been the main trend of children's clothing in recent years.

Constantine, director of design of Italy fashion design and planning group, introduced some brands of children's children's clothing and children's clothing, which are mainly cute and childlike. The cartoon patterns are the common design elements of these brands.

Both Chinese children and children's wear hope that they can no longer convey happiness and health with cartoon images and other traditional patterns, but more importantly, they hope to embody the theme through unique colors and fashion design.

She believes that in 2010, cool, candy, color bump and other elements will be popular with children.

"Contemporary children are more active, knowledgeable, and relatively early mature, and have an early sense of aesthetics. The popular elements of the adult world have had an unprecedented impact on this generation of children."

This year, the main products of all children's wear brands are verifying this.

This year's boys' main hits series is Diesel's sense of road travel series, which incorporates more cool elements in the previous sports series. The highlights of this series are mainly Mashup, such as the matching of cotton lattice shirt and hole spray painting cowboy. This series is suitable for lively, extroverted boys.

The main category of girls is Korean sweet girl series. This year, more lovely elements are added to make the whole color more candy.

Parkland will launch the midsummer Series in 61 this year. The highlights of the girl are colorful prints, rusty skirts and Princess skirts. The super cheerleading series is mainly sports, knitted fabrics are comfortable and fashionable.

Boys are mainly in rugby sports series. The highlight is the use of popular colors. The dynamic bicycle series is featured by functional fabrics, and has a stronger function of moisture absorption and sweating.

The main products of this summer are sailing in England, ballet and butterfly dance, a series of flowers, mainly reflecting the characteristics of the little girl close to nature and full of dreams.

The overall color of children's clothing is brighter and more adult, but blue, pink, yellow, purple and so on are still the main color, which is related to people's understanding of children's color.

Moreover, each brand has continuity in color every year, and innovation in color only appears in a few new products.

Environmentally friendly fabrics, the focus of design

Because the child's skin is extremely delicate, the requirement for children's clothing is higher than that of adults. The fabric must have good physical properties to suit children's wear.

Therefore, the development of children's clothing industry should start with the development of fabrics suitable for children's clothing, so as to ensure the characteristics and internal quality of children's clothing.

"What kind of material is not harmful to the baby's young skin is the most concerned thing when I buy children's clothing, especially baby clothes."

Miss Wang, a young consumer, thinks so.

Liu Jingting, manager of Design Department of Beijing Tian Cai textile and Garment Co., Ltd., told reporters: "our" green "children's clothing is mainly in high-grade coloured cotton fabric. According to the physiological characteristics and habits and hobbies of Chinese children, all the raw materials are made of the best quality materials, soft fabrics, fine workmanship, and the production of children's clothing with the standard of high-grade underwear, which can achieve safe and comfortable product appeal.

Shenzhen famous children's wear brand * "pig" is one of the enterprises that have pioneered the concept of "environmental protection children's clothing" in the children's wear industry.

The head of the brand believes that piglets are strict with children in terms of their poor antibacterial ability and weak resistance. From production to packaging, they are strict in all aspects. It is guaranteed that children's children wear children's clothes that are suitable for children.

Ann's children's clothing is also increasing efforts in environmental protection. Their fabrics are made of pure cotton, linen and wool, and their design concept of "returning to nature" is expressed.

At the same time, the formaldehyde content of Ann's children's clothing is very low, which will not cause harm to children's body.

The pure cotton fabrics they used before they were processed into garments were removed by wet processing such as cooking, bleaching and washing of the printing and dyeing plants, and the poisons were left in the fibers, so that consumers could safely use the product.

Similarly, the products of JINGDING cat pass the ISO9001 international quality system certification and "double green" certification. The surface accessories selection and disposal do not contain any possible harmful substances and conform to the International Eco textile standard.

Industry segmentation will continue

Nike, Adidas, Montagut and other international apparel brands that have gained reputation in China have occupied the domestic high-end children's wear market.

Adult clothing brands such as fir, red bean, Semir and other brands extend the brand of children's clothing and share a market share.

Anta, the first line sports brand in China, tested Lining and 361 degrees, and formed a new atmosphere of sportswear.

And Kangnai, Bai Li and others launched children's clothing brands such as "three point water" and "keto tree".

In short, the current trend of children's clothing brand segmentation is very obvious, but the domestic children's clothing brands are evenly matched in sales volume, but there is no obvious gap.

Yao Yifeng analysis, at the same time, many people entered the field of children's clothing, repetitive construction intensified the industry competition, with the industry's shuffle, some brands will choose to pform to market segmentation.

The so-called children's clothing market segments have two directions, one is age classification, such as children, children, big children, etc. Two is style segmentation, such as sports, fashion, leisure and so on.

Peng Binxiang, Secretary General of Foshan children's clothing association, also stressed that children's clothing enterprises can really understand the consumers' needs and purchase choices and preferences in this segment market after locking in a certain market area.

When the market is saturated, specialized enterprises in a niche market can also win the admirable success.

At this point, the market is far from the time to decide whether to win or not. From the ranking of market competition of children's clothing brands, the gap between them is not large.

At present, there are more than 1000 outlets in balbala, the first sales volume in China.

Parker Lane's sales in the first quarter of 2010 were remarkable, ranking the top three in the sales of key cities in the country, and the top two sales in Beijing. In recent years, sales have maintained an annual growth rate of 30%.

Three point water and other brand sales also doubled in recent years.

Overall, the sales performance of children's clothing in some parts of the country is about 100 million yuan a year, and the sales of tens of millions of brands are also 80%~90% each year.

With the emergence and rapid growth of brands such as Barbara and other industries, the sales of children's clothing brands will expand.

"

The children's clothing brand competition has been burning to the middle and high-end market in the past two years. Children's clothing brand has become a normal trend due to the rising cost of every link, which has become the norm. Every brand is trying to maintain its own advantages and strive to compete for the sales share of the high-end market.

In the future, the competition of Chinese children's wear brands will become increasingly fierce in the high-end market.

Comment:

After more than ten years of development, China's children's clothing industry has made many remarkable achievements.

The domestic children's wear industry is showing an increasing trend, both in the number of brands, and product design has made new breakthroughs.

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.