How Does Domestic Children'S Wear Win A Place In The Domestic Market?

October 19th, this year, in all kinds of

Foreign brands occupy half of the country.

Entering Beijing's shopping malls and supermarkets, children's wear brands are everywhere.

In some children's clothes.

Yin manager, a manager of children's clothing in a shopping mall in Wangfujing, Beijing, told our reporter that over the years, children's clothing market, especially the high-end market, is basically the world of foreign brands, and consumers have become accustomed to foreign brands with strong Western flavor.

In the domestic children's wear market, 70% of the domestic children's clothing is non brand children's clothing. The real brand owns only 10% of the children's clothing market.

International brands look good at the children's clothing market in China because of the large number of children in China and the great potential of the market, the demand is increasing at an annual rate of 15%.

At present, the market share of foreign brands has accounted for about 50% of the domestic children's clothing market.

According to the statistics of the China National Business Information Center, from the brand ranking of the first 4 months of 2004, Mickey mouse won the national championship in January, and the champion from 2 to April was won by Li Ying Fang.

Ya do and Parker Lane have also been in the top 5, and the 4 brands have always been among the best.

In addition, the first 10 brands, such as one Hugh, Baba bean, water child and small pig, have been kept in the first place.

ABC, Teng Lin Ge, good children and other brands have entered the top 10 market share.

Among the top 10 brands entering the market, only one stop, water boy and good boy are domestic brands, all of which are foreign invested or joint venture brands.

The reporter learned from the China clothing association that although the brand of children's wear has been increasing in recent years, many famous domestic enterprises have been involved in the production of children's clothing and challenged the status of foreign brands.

However, at present, there are less than 30 professional production enterprises of children's clothing in China with large scale and certain influence. Most of the market segments are concentrated in small and medium-sized cities, and the competition with foreign brands is still insufficient.

What is the advantage of foreign brands?

During the interview, the reporter learned that with the improvement of the living consumption structure of urban residents in China, the overseas brand children's clothing has not lost the opportunity to enter China's large and medium-sized cities. Although some foreign brand children's clothing is generally 20% to 200% more expensive than domestic children's clothing, it is still favored by domestic consumers.

Ordinary consumers do not blindly worship foreigners, because the number of domestic products is small and their brand products are few.

Foreign brand children's clothing attracts consumers' attention with unique style.

In Beijing Renaissance commercial city, Xidan shopping center and other shopping malls, our reporter interviewed several consumers randomly. They believe that the brand of children's clothing is favored, first of all, the foreign brand cartoon effect is strong, firmly grasp the children's psychology, the pattern is lively and exaggerated, the color is bright, and the leisure is strong.

Some foreign brand children's clothing uses Mickey Mouse, Babu bean and other cartoon characters. It is novel and unique in style design, strong sense of fashion and strong visual impact.

Secondly, there are many styles, varieties and choices.

Foreign brands almost develop children's clothing to all levels.

Take winter clothes as an example, there are all kinds of T-shirts, jackets, thin sweaters, trousers, skirts, vests, suits, coats, winter clothes and so on.

Foreign brand children's clothing pays attention to the collocation of clothing and clothing. The product is self-contained, from inside to outside, from head to toe, from home to outdoors, to school, all children's series have everything.

Finally, there are various marketing methods and pay attention to brand image.

For example, in the layout of the shop, we should pay attention to the store image and the uniform decoration mode that are consistent with the style of children's clothing, so as to establish a clear brand image in the public mind.

It is worth noting that overseas brand children's clothing also combines strong publicity and public relations offensive to fully reflect the brand style, stimulating and inducing parents and children's desire to buy.

However, some consumers say that they still prefer to have high-quality domestic products as the first choice, because Chinese designers should be more aware of the physical conditions of Chinese children, and the price of products will be more substantial compared with foreign brands.

Wang Zhi, senior engineer of China clothing association, said that children's clothing should attract consumers with unique design.

In China, there are more than 300000000 children under 16 years old, accounting for about 1/4 of the total population of the country, and 34% are the only children.

Parents are getting higher and higher in their children's clothing, and their children are getting their own clothes.

From the perspective of style and fabric, children's styles should be more fashionable. The design styles of some brand children's clothing should be rid of the stereotyped cartoon children's interest patterns. The fashionable elements in the adult world are not difficult to find traces in children's wear.

The children's wear market is another new market after the adult brand clothing market. The consumption of domestic children's clothing market is amazing.

At the same time, he pointed out that parents usually choose pure cotton or pure linen fabrics for their children.

As parents pay more attention to the healthy life of children, customers also choose healthy and environment-friendly products for children's clothing purchase. Children's clothing made of YISHION natural fiber and health-care fabrics has become the preferred commodity for parents. Many brands of children's wear have launched a series of pure cotton which is pollution-free and toxin free.

Pure cotton series jacket, trousers and jeans series casual wear have greatly improved the moisture absorption, permeability and softness of children's clothing, and maintained children's health.

These green and environment-friendly products, to a certain extent, also cater to the needs of customers for safe and healthy children's clothing, and will become the development trend of children's clothing products.