Children's Clothing Da Vinci Code &Nbsp; Let You Lead The New Era Of Fashion.

New China children's products Shop In the toy counter, a young father is buying a remote car with his son. There is no child to quarrel with the cry of the toy, instead of the laughter of this father and his children. Today's young parents have changed too much in their attitudes towards their children or in their children's consumption. Understanding the consumption habits of these "80 generation" parents and interpreting their consumption "Da Vinci code" are of vital importance to every children's clothing enterprise. This topic brings you into the beautiful era of "hot mom and cool dad".

After entering the 2010, the 80's group will not only carry the banner of men's wear and women's wear, but also become the consumption engine of children's clothing. In the next 15 years, influenced by the idea of late marriage, and even in the next 20 years, 80's will be the backbone of children's clothing consumption.

Wang Zhuo, Secretary General of the China clothing association, once pointed out that brand enterprises should pay special attention to the consumption characteristics of the group after 80 years, and layout the future children's clothing market in advance, and predict that over the next few years, overseas brands will increasingly enter the Chinese children's wear market, but the market share of individual overseas brands will decrease. Meanwhile, the total market share of domestic brands will be improved, but the brand regionalization is more obvious; in the terminal market, the influence of individual brands is gradually decreasing; and the brand share of adult brands entering the children's wear market is rising.

Zheng Cailian, executive director of Changshu China children's wear center, told reporters that, given the current situation, Children's wear market Generally speaking, the "brand barriers" and "technical barriers" of the industry are relatively low, and the industry concentration is not high. The huge market space attracts many adult clothing brands, such as Semir and breading, which enter the field of children's clothing. A number of overseas brands such as Adidas, Nike, Giordano, Montagut and so on have seized the market of children's clothing in the mainland. Domestic children's wear professional manufacturers now continue to increase investment in technological transformation, and strive to expand. Distribution channel To implement the brand operation to suit the future development of children's wear industry.

Liu Jia, Secretary General of the China clothing association children's wear Committee, also said that the children's clothing industry in the next three to five years will complete the upgrading of the industrial structure. The children's wear industry will be more three-dimensional and full. A group of excellent children's clothing enterprises will stand out.

How will the pattern of children's clothing industry be upgraded? How can the enterprise layout the children's clothing market ahead of time? How to become a good children's clothing brand? Actually, the answer is on the consumer's "hot mom and cool dad".

Consumption perception is more important than reason.

Most elderly people pursue rational, conservative and consumption oriented ideas. In contrast, the purchasing psychology and behavior of younger generation consumers will be more emotional and casual. They have more desire to buy and have a strong sense of consumption.

Most of the 80's believe in their own senses and intuition, and trust their own judgment, which will affect their buying decisions virtually. On the one hand, they will pay attention to brand positioning and terminal image, but at the same time, they ignore the guidance of shopping guide. They may be attracted by the unique naming of a product but have no interest in the difficult professional technology.

"Follow the feeling" may be the best explanation for the consumption characteristics of the post-80s generation. They are relatively vague about the concept of price. "If I face my favorite clothes, I may choose to buy them when the price is more expensive. Because I don't buy it, I always feel uncomfortable. "

The voice from the sales frontline also said that the young Post-80 parents did not have the "bottom line price" setting for children's clothing. According to Zhang Wei, Shop Director of Beijing contemporary mall, the average store costs 800 yuan to 900 yuan in the peak season and 400 yuan to 500 yuan in the off-season.

The colorful children's clothes make young parents relive their childhood. When faced with whether the brightly colored products are safe and harmless, their parents behaved in a daze. As an only child, they have attracted much attention since childhood, and their children are naturally not careless. But some careful young parents found that many products had no formaldehyde, color fastness and other indicators, resulting in "many ideas can not be realized". Therefore, some consumers expressed their strong desire to strengthen supervision in this area, to enforce the safety index of children's clothing, and to make consumers feel relieved of shopping.

　　 Children's wear Is it too heavy for women?

In the interview with the post-80s parents, the reporters found that they liked to pursue the novelty and variety of children's clothing. Many people are very interested in the unique functional design and detail design. Children's clothing, such as retro, low waist, lace and abstract patterns, is loved by many young consumers. "I hope that the children's clothing brands in China will pay more attention to the introduction of fashion elements and more emphasis on shaping children's personality." A consumer said in an interview with reporters.

But in reality, children's clothing industry also has the situation of "heavy women and light men". Miss Guo, a 2 year old boy's mother, sighed, "at present, the design of children's wear is very good, especially the little girl's clothes are very beautiful. Relatively speaking, boys' clothing is very general, and the style design is pretty good."

The style of children's clothing, lively and lovely style has always been welcomed, and many young parents like to dress up their children as small adults and walk up "Han Faner" and "day fan children". It can be said that young parents pass on their diversity to the next generation. Miss Yip, the consumer, said: "I hope that children's clothing can be more diversified, sports and ladies are also comfortable and convenient."

Parents of children online

After 80 rely on the network, like to use the information and communication on the Internet. Brand evaluation, price measurement, product comparison, store selection, and so on, the preparatory work for the purchase of early stage, many have been completed on the Internet.

For example, Miss Bai. For a tour of three families in Hainan, she bought 3 bikini bathing suits for herself and her 3 year old daughter, Qian Qian. And in order to combine her daughter's clothes into "parent child dress", she chose twice as much clothes. On the return of tourism, she sent a picture of three carefully dressed family members to a consumer forum, which quickly drew hundreds of netizens' asking questions. At this point, the person who laughs with his mouth is definitely the owner of this shop.

This is definitely not a minority phenomenon after the 1980s. From the popularity of online shopping among young people, we can see that this kind of shopping method that saves energy and effort is being accepted and chosen by more and more young people. Even some young parents have become addicted to online shopping, becoming the VIP of online stores, and the stores are also recommending new models to them.

Of course, some young parents have not tried online shopping yet, but network information always affects their purchase decisions. As a white collar, Miss Wang is the mother of a 4 year old baby. She said, "I haven't had any online shopping experience yet, but I was constantly browsing the shopping website influenced by many of my colleagues. Many of my colleagues around the world bought children's clothing online, feeling good, and having a chance to try it. I am now using the Internet to see other people's shopping evaluation and experience, and accumulate experience of online shopping.

Thoughtful design can move people's hearts.

Exquisite and considerate service is the most effective way to impress consumers, especially young consumers. They are more sensitive and more critical about the quality of service. Therefore, thoughtful and delicate service is the best "sugar coated bullet" for young consumers. This delicate service should not only be reflected in terminal sales, but should be reflected in every link from design to sales. Wu Changjing, manager of the MotherCare brand Wangfujing department store, said: "climbing clothes are classic items that are sold every year. They sell the best every year." Wu Changjing pointed to a colorful and climbing climbing suit, which said that this dress had no special features at first glance. But careful observation showed that there was no button in the whole body to prevent the damage to the baby. There was no side to prevent the baby from wearing away the delicate skin, so as to ensure the comfort of Bao Bao. Its shoulder is made up of two pieces of rove cloth. It is convenient for parents to wear for their babies.