Who Has Upset The High-End Children'S Clothing Market?

Chinese

Many enterprises compete for nuggets children's clothing market

"My little daughter is one and a half years old. From birth to now, it costs no less than 300 thousand yuan.

For example, I go to Hongkong every month to buy milk powder, food, toys and clothing for her, and to buy some complementary food and clothing when I go abroad.

Li Hong is not a young mother, but it represents a part of mothers' "to give her the best" consumption thinking.

In China's second tier cities, mothers like Li Hong are not uncommon.

In the eyes of many luxury brands, high-end children's wear and children's products market is like a tempting cake, everyone wants to eat.

The famous British designer Paul Smith recently launched his first children's clothing series - Paul Smith Junior; Fendi also unveiled the mystery of its high-end children's clothing; Fendi co operated with the famous brand Simonetta SpA of Italy, officially released the new clothing series at the Pitti Immagine children's Wear Exhibition in Florence, Italy. At the same time, the 2011 spring and summer series of the American fashion brand new children's clothing is also ready to be released in a lively and dynamic style.

Gucci also officially released the first children's clothing series - 2011 spring summer series, for children and children aged 1 to 8, with a wide range of clothing products.

And from Christian Dior, Burberry to Ralph Lauren, Marc Jacobs, have designed and produced Mini fashion for many years.

Among them, Burberry's children's wear is a mature brand of children's clothing, and Philip Lim Kids, Little Marc Jacobs are also the leading brands in the sales of famous brand children's clothing.

Look at the domestic market again.

According to the brand positioning of children's clothing, the brand of China's children's wear market is divided into the following categories.

International Sports children's wear brands, such as Nike Kids and Adidas (Adidas Kids), are developed by domestic adult wear brands, such as Anta children's wear, Lining's children's wear, seven wolves children's wear, Barbara (Semir clothing subordinate brand), and a certain scale of self owned brands, such as parkland, water boy, good child, Li Ying house and so on; cartoon brands such as Disney, lion king, rainbow cat, blue rabbit, Lining, and so on.

In addition, there are also a number of European style children's wear brands that sell in bulk, and have begun to enter the Chinese market. The brands include British Mothercare, Swedish H&M children's wear and Spanish ZARA children's wear.

The gradual maturity of e-commerce has also made it possible.

Before 2003, the Chinese children's wear market is still blue ocean. The competition among children's clothing brands is not fierce. The international children's wear brands are concentrated in the global high profit zone game, and the Chinese market is not attractive enough for them.

Since 2005, international brands have been able to sniff out huge business opportunities in the Chinese market and march forward in a large scale. With the mid-range brand of children's clothing as the pioneer, high-end brands and high-end brands follow closely, and luxury brands have also been involved in it.

Miss Sixty children's travel in China

15 years ago, Beijing's paramount limited liability company began its journey in China's children's wear market, witnessing the development process of China's children's wear brands from weak to strong.

In 2008, Parker Lane got the Chinese agent and part of the production rights of Miss Sixty brand children's clothing.

Miss Sixty children's clothing is mainly targeted at children aged 5~12 in Europe, and has been raised at the age of Chinese consumers. The price is between high-grade children's wear and luxury children's wear.

Since 2008, sales of Miss Sixty children's wear have been steadily increasing, and customers' awareness of brands is getting higher and higher.

This is because the Miss Sixty brand women's clothing has a good market base in China. Its target consumer group is highly educated. It is a high-income group. It knows and likes European and American culture, has a strong sense of beauty, and has a high degree of loyalty to the brand.

After being a parent, this group will also choose the same brand of children's clothing for their children.

Luxury brands in high-end children's clothing are very expensive. It's a common thing to sell 1000~2000 yuan to a garment, so the brand stores will only settle in the high-end commercial buildings in the urban high-grade business circles.

Although these brands are clustered in stores, brand radiation is still quite strong because of the most attractive gold sector in China.

Miss Sixty, chief operating officer of Beijing paramount limited liability company, believes that only 1/3 of the market opened in Beijing.

With the improvement of people's living standards, the number of overseas students will increase, and the brand influence will further expand.

In the next few years, Miss Sixty children's clothing stores will expand to about 40, and in the company's vision planning, it is expected to open 80 franchised stores in China.

The high-end market is not bad money.

In fact, before the entry of Miss Sixty children's clothing into China, the company thought that the high price is the biggest resistance to market development, but now it is found that the price is no problem at all.

In the big cities, powerful consumers are expanding.

In fact, this is more beneficial to the change of a concept. The people coming step by step from the reform and opening up are adapting to a new concept of happiness. The abundance of material makes life satisfaction not only based on houses, cars and other basic conditions.

Especially for the high income group, a kind of entity that can bring them a brand new feeling and even a brand new idea is particularly valuable.

As a carrier of culture, clothing, a decorative and symbolic necessity, can meet people's needs.

For brands such as Miss Sixty, price is not a factor restricting development.

Luo Jie Fan said that due to the rapid development of the shortage of talent, has begun to become a bottleneck for business development.

"At the same time, the sale of clothing is no longer as simple as buying and selling. The purchase of high-end clothing also includes one to one emotional communication. Every customer deserves to be given enough attention, so the pace of shop opening can only be maintained."

Luo Jie Fan said so.

Original flavor or do in Rome do as the Romans do?

In the Chinese enterprises that have obtained the right to represent the international brand children's clothing, Parker's right of agency is relatively large, including not only the agency in the whole Chinese market, but also 30% of the production rights.

However, Luo Jie fan stressed that in order to ensure product quality and brand positioning, Miss Sixty children's clothing is still more than 70% of Italy's imports, for the first reason is that consumers prefer to buy Italy's "original imports".

On the other hand, the production of high-end children's clothing is relatively limited, and there is no domestic processing agency specializing in the production of high-end children's clothing. It's not easy to organize production.

The introduction of international high-end children's clothing brands into the Chinese market is bound to be faced with a major decision whether to keep the original flavor or to do as the Romans do.

Luo Jie fan introduced that some design of Miss Sixty will combine with the situation of the Chinese market to make some improvements. As to the degree of localization, it is closely related to the brand's own style positioning.

Miss Sixty plays a leading role in high-end brands. It is characterized by sexy, interesting and multicolor style. It highlights the charm of the wild. It is the guide of personality and fashion for many young women.

Children's wear also follows the style of adult wear. It has distinct personality, vibrant and fashionable sense. There are many adult designs, such as low waist jeans.

However, due to differences in climate and living conditions in Europe and in addition to parents' protective care for children, there are more parents than European and American parents. Therefore, some styles will be improved according to the actual situation, paying more attention to functionality and practicality, and weakening decoration and fashion.

The entry of foreign high-end brands not only provides more choices for domestic consumers, but also exerts a subtle influence on the consumption concept of children's clothing. For example, international brands emphasize individualized design, let parents cherish their children's natural instincts, inspire parents to discover and mobilize children's personalities. Changes in consumer ideas also bring business opportunities to domestic children's clothing enterprises, so that they can make great progress in design and sales. Similarly, international brands are also important in improving consumption concepts and training consumer groups. When domestic consumers are accustomed to brand children's clothing and accept relatively high prices and more humanized services, the starting point of domestic high-end children's clothing will undoubtedly be higher.