2010 Children'S Wear Market Faces Brand Vacuum.

Through professional analysis and research, the Chinese children's industrial market with huge consumption potential has obviously shifted from quantity consumption to brand consumption. However, China has entered the vacuum period of children's brand. This includes CCTV market research Tian Tao, vice president of Limited by Share Ltd, Liang Tao brand consulting company, director of brand strategy Liang, Jia Min, vice president of advertising School of Communication University of China Zhang Shuting, and Zhao Jianhe, chairman of Fujian Green Group Co., Ltd., a number of experts, scholars and business owners in 2010 children's shoes and clothing market's general view.

Children's clothing consumption tends to be branded

In recent years, with the gradual increase of family income, the life of urban residents has gradually reached a well-off level. The consumption demand of domestic children's clothing market has gradually changed from the practical life that satisfies basic life to the pursuit of beautiful fashion, and the demand for trend and brand has gradually formed.

"Children Apparel industry The fragmented competition pattern is still in the "Warring States period" of horse racing enclosure. In the process of growth and integration, there is no big brand in the real sense, and the lack of big brands is the opportunity. Zhong Xiaoqiu, chairman of the Yang Yang media group, believes that when an industry is at the initial stage of brand development, the cost of brand building is relatively low, and brand communication is more likely to impress consumers.

According to the development rules of other mature industries in foreign countries and other countries, China's children's wear and children's shoes market will have their own big brands, and the threshold of brand building in the future will be greatly improved. Zhong Xiaoqiu said: "at this stage is the best opportunity for enterprises and brands to grow and expand. Seize the opportunity and do a good job in brand building is a pressing matter of the moment.

With the improvement of domestic consumption level and the change of children's consumption concept, the development of children's wear and children's shoes industry has gradually shifted from product competition to brand competition. How to grasp the development opportunities and enhance the influence and fashion share of the brand in the environment where the overall economic situation is warmer and warmer is very important for children's wear and children's shoes enterprises.

"When children are 3 years old, they will identify and ask for certain brands, so to speak, successful brands are synonymous with categories. Brand is not just an icon, but an overall embodiment. When building brand, it should effectively segment the market and brand style. When building brand, brand connotation and brand consensus should be emphasized by our enterprises. Brand building drives brand success, which depends on excellent products and services, perfect channels, wide spread and human's sales and purchase behavior. Lang Tao brand consulting company brand strategy director Liang Jiamin said.

The best time to compete

"At present, children's clothing, Brand of children's shoes With the beginning of competition, consumers' brand awareness is generally low, and there is no strong brand with absolute superiority. The brand building of children's clothing market is still at the initial stage, and the branding degree of the industry is relatively primitive and primary, and the market is far from mature like fast-food products such as snack foods. Tian Tao, vice president of CCTV market research, said that the children's clothing market is now in a shuffling stage of the category. Because the strong brand of the category has not been established, the brand vacuum period has been formed.

He believes that this time should be the best time for enterprises to compete fiercely. "Only by grasping opportunities can we seize the favorable position of the market," Tian Tao said. "To see a business opportunity in a market is mainly based on the three factors of market size, purchasing power and consumers. It is not hard to see that the market potential of children's wear and children's shoes is huge. Consumers have obviously shifted from quantity consumption to brand consumption for their consumption.

Tian Tao said: "at this stage, whether China has reached the stage of brand consumption, we can not just look at the development of children's clothing and children's shoes, but look at the overall economic development level of the entire Chinese market. From quantity consumption to brand consumption, after all, is a process that requires time, energy and capital investment. But today, the consumption and consumption levels are changing from survival to comfort. The era of brand consumption has arrived. On the premise that consumers' brand requirements for children's wear and children's shoes are constantly improving, they are willing to bear nearly 80% of the price of children's shoes and children's shoes than brand children's shoes and children's shoes. This leads to the fact that only by setting up brands can enterprises seize the favorable market in fierce competition.

Do a good job in local areas and talk about internationalization again

Fujian green group It is famous for its foreign trade and has been in the foreign trade market for 13 years. But 7 or 8 years ago, the decision makers of the company decided to create their own brands in the domestic children's wear market, so they had "click tick" children's clothing. With the advantages of foreign trade, "tick" has become one of the top ten children's garments in China in recent years, and has become a well-known brand in children's clothing industry.

Zhao Jianhe, chairman of Fujian Green group, said: "it is the consumer's desire to do trade labeling and domestic brands. At present, our domestic market has exceeded the share of foreign trade, and brand building has further promoted the development of enterprises. He said that when making brand, internal work should be done well. Quality is the core value of brand products. The promotion of corporate reputation depends not only on products but also on brands. "Brand is a process of accumulation. To brand internationalization, we must first do a good job in the local market."

Zhang Shuting, vice president of advertising School of Communication University of China, said: "only by deeply moving consumers and becoming an indispensable part of their lives is the truly successful brand. The brand consumption consciousness of children's wear and children's shoes industry has risen, but brand building is lagging behind. To get a better reputation through high-quality media is to get a ticket for children's clothing and children's shoes brand banquet. The brand that crosses this threshold will have broader marketing space.