Children's Clothing Should Be Done With "Heart".

The children's clothing industry is brewing industrial transformation and integration, seemingly calm but turbulent market for children's clothing. The prelude of a new round of competition is quietly opened.

"Now 80's have grown into the main force of consumption. The birth peak brought by their offspring will bring more opportunities to children's clothing industry than the challenge." Recently, Chen Dapeng, vice president of China clothing association, pointed out in an interview with reporters.

According to relevant data, China will form a huge child as China will enter the fourth peak of fertility. consumer market In recent years, the fact that the consumption of children's clothing in China has increased by more than two digits has corroborated this view.

"I have never changed my view on the growth of children's clothing in the domestic brand space and the new growth point of clothing industry in children's clothing" in the past ten years. In 2010, I am very optimistic about the prospect of children's clothing industry. Pan Hao, chairman of Shenzhen Xiao Feng long children's wear, believes that the huge market space of children's clothing can not be questioned.

For the current situation of children's clothing market in China, Cao Shengkui, chairman of the water boy brand, has a deeper understanding.

He pointed out that the Chinese children's clothing market is a large Pyramid type, and the top brands in Pyramid are high-end brands abroad, among which the public brand is the center, and the wholesale market brand is next.

The demarcation line of Pyramid was very stable, and the location brands had relatively stable consumption market share in their own price range. But with the continuous improvement of consumer spending power, the consumer market has changed. The purchasing power of consumers has led to the rise of the level of the consumer market. The original three level of Pyramid segmentation began to change.

The bottom brand of Pyramid has been gradually submerged under the level. The mass brand, which was originally in the middle stage, began to narrow its distance from the horizontal plane. At the same time, the original high-end brand is also getting closer to the level. The market space of the brand is much smaller than before, and the competition is becoming increasingly fierce.

He believes that the promotion of consumption level is a good news for children's clothing market, which directly causes the increasing consumption of mass brands, increasing sales and increasing market share. This is a good opportunity for the development of popular brands.

However, the increase of consumption level also leads to the rise of the level, the mass brand is squeezed, and the competition situation is becoming more and more intense.

At present, although everyone is optimistic about the development prospects of children's clothing, but for every brand, the road ahead is full of unknowns and hardships.

Because Chinese children's clothing is a special industry: there is no children's clothing in the changing process of Chinese dress culture. It is destined that there is no cultural accumulation in Chinese children's clothing. China's market, vast territory and abundant resources, and the difference also decide to draw lessons from the development strategy of the International Children's wear brand, which will be unsatisfactory. The development of the original children's clothing in the country is not long enough, and there is no brand that can be cited as the benchmark of the industry.

So the future of China's children's clothing industry is in its own hands.

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 clothing market.

Recently, Ye Xiandong, chairman of the red and yellow blue group, said, "the company is studying the consumption concept of the post-80s generation, and the development department has begun to pay attention to information collection, after all. merchandising In order to move ahead, enterprises should adjust their products from the beginning of planning.

In the face of the new situation, paramount chose to cooperate with other enterprises.

In 2010, parklan will cooperate with Lining to launch the "little Lining" sports children's clothing, and at the same time, acting as the famous Italy children's wear brand MISS SIXTY, and is ready to launch a new brand for network marketing.

"Of course, the premise of our search for partners must be the combination of business interests and strategic interests," said Luo Jianfan, President of Beijing's paramount limited liability company. All the cooperation of the company is more pragmatic.

Luo Jianfan told reporters, and Lining Cooperation is due to the fact that the domestic sports children's wear brand is not yet, it is an empty space. As a leading brand of children's clothing, we must cover it so as not to encounter competition in the future. The choice of agent MISS SIXTY, the brand's fashion and creativity, as well as brand management, we learn a lot from it.

"We not only enjoy the MISS SIXTY's proxy in the Chinese market, but also enjoy the right to development in the Asian market, and MISS SIXTY also helps Parker's" go out ". Luo Jianfan explained to reporters that Parker Lane did not work in foreign countries, nor did he work in the country. All initiatives were to build bricks and mortar for the company's future development.

Luo Jianfan said that the company now focuses on three things: "product quality", "distribution channel" and "market promotion".

Beijing's famous brand of children's clothing is also chosen by strengthening the internal management to enhance the competitiveness of the brand in the future.

At present, the water boy is building a learning enterprise. "The ability to keep learning is the core competitiveness of enterprises. Only by continuous learning can enterprises get ahead of the industry, so that enterprises can have the driving force and fear of market changes." Cao Shengkui said.

At the same time, he believes that how to make use of the existing resources to produce greater value becomes the key to the development of enterprises. Enterprises should also continuously introduce high-quality talents, make good job of talent reserve for the development of enterprises, and prepare for the core team building of enterprises.

As an enterprise from export to domestic sales, Ruan Shitao, marketing director of Fujian Green group, told reporters that in 2010, tick TSE implemented the 5 innovations in the future of the brand's soft competitiveness system, and adopted five major initiatives to bring the brand development into full play.

In 2010, tick Tat will launch all year's marketing in CCTV children's channel and other media, promote brand and "story telling children's clothing", and build a series of story anime series featuring the click of the cubs and play the role of marketing. Based on the existing network, we should intensify the efforts to join in the blank area; launch the "big store upgrading" plan, upgrade the terminal image comprehensively, and accommodate more series of products, bring new experience to consumers; join hands with the famous designer of children's wear in Spain, improve the product quality, brand new cutting-edge design concepts for the brand, lead the fashion trend of children's clothing, dispatch the terminal supervisors to carry out in-depth service, and work together with professional planning companies to help the key areas to promote the market. According to Ruan Shitao

Of course, the road to multi brand development is also numerous. Children's wear A way for enterprises to improve their competitiveness. Guangzhou Levi Garments Co., Ltd. is one of the representatives of the company, its brand strong fruit, Ames and Li Bei Bei three brands.

Levi, brand manager of Guangzhou Clothing Co., Ltd., Liu Haoxin, said: "now the children's clothing market in China has been subdivided very fully. Under such circumstances, brand positioning must aim at different consumer groups or consumer demand to launch different products to meet the market demand, so multi brand strategy is also one of the strategies for enterprise development."

The diversity, changeability and huge market volume of Chinese children's clothing market require investors, practitioners and designers of children's clothing industry to 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.

"The Chinese market is a market that can create miracles. No unified mode can cover the whole industry. Each enterprise has its own different roads, and it will form a pattern that suits itself. It is not necessary to copy the foreign ones. The key is to see who does well. Well done enterprises can go abroad and do not do well. Luo Jianfan said that in the next ten years, there will be great changes in China's children's clothing in the domestic market integration, new mode and international competition.

In his view, after 10 years, if he still survives, he will have more opportunities to represent the brand. "Because upgrading is like a chrysalis, the process is painful, and the result is beautiful."