Movement Of Children'S Clothing: Related To Chaoyang -- Sports Goods And New Capital

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This is just a case.

Xiao Yi, who has been a steward of a well-known children's clothing company for many years in the clothing industry, is also regarded as a small professional manager in the industry.

In 2008, for various reasons, he went to sea to start running brand. He chose the children's clothing industry.

As for the reasons for choosing children's clothes for their own business, his explanation is: first, children's clothing access threshold is relatively low; second, children's clothing is sunrise industry, the next 10 years will usher in a great upgrade stage, is a very good opportunity; third, have some children's clothing brand operation experience, children's clothing market is very understanding.

In 2008, in response to Xiao Yi, the market reaction was not optimistic. He began to choose men and girls to do so, but a new brand consumer's cognition was limited, so that he was under the pressure of the market at the beginning of his business, which was never felt in the original well-known brand.

In 2009, he gave up girls and chose only sports and leisure sports for boys. He gained a good market reaction in 2009, and the company made profits.

In 2010, Xiao Yi started the key year of his brand development.

In the middle, he found that it was very difficult to enter the market in the first tier cities, even if there was a good channel relationship.

In the two or three line city, the market opened up smoothly, because of the accumulation of children's clothing market for many years, he spent a lot of difficulties in the initial stage of Entrepreneurship: production pressure, inventory crisis, capital crisis, market expansion bottlenecks...

In 2011, Xiao Yi decided whether to develop the brand smoothly or to do only sports and leisure activities for boys. He did not consider entering the first line market, and continued to expand channels in the two or three line market.

In 2010, China Apparel Association Children's wear Specialized Committee report, Chen Dapeng executive vice president said: "the children's clothing industry in the next three to five years will have to complete the upgrading of an industrial structure, children's clothing industry will be more stereoscopic and full, and a number of enterprises will stand out."

He also pointed out: in the past two or three years, the most obvious change in the children's wear market is that it suddenly jumped out of a "sports plate", with Adidas and Nike taking the lead, and Chinese brand Anta, 361 degree and Lining followed up.

With the help of sportswear, a broad mass base and a good brand name, successful brand operation experience and market channel resources, as well as sportswear demand growth in children's clothing consumption, the sports sector is almost at the speed of thunder.

Sports brands get together with children's clothing industry

With the rise of labor costs and the cost of raw materials, sports apparel products have been on the rise for the most recent time.

From the interim results released by Anta, PEAK, XTEP and Lining, we can see that PEAK's clothing products have been increased by 2.1% since the first half of this year, which is the least price increase among several sports apparel enterprises.

However, the increase in the price did not bring a significant rise in gross margin. For the first half of 2010, gross profit margin fell by 0.4%.

The gross price of XTEP, which is the most expensive, is only 1.8% higher than last year's 38.9%, reaching 40.7%.

Insiders say that the sports apparel market is very depressed and will continue to maintain downhill trend in three years.

This year, both domestic and foreign markets are relatively weak and will last for quite a long time.

This is the depression of the adult sports brand. The relevant data of the sports children's clothing show that Adidas and Nike children's wear market is strong, and sales performance is better than many professional children's wear brands.

For this reason, Nike has cut down the adult production line and the new children's wear production line, and has launched a series of children's clothing with a size of less than 1.3 meters.

When international sports brands seize the Chinese sportswear market, the domestic sports giants are also launching their children's clothing through various channels.

Lining officially signed a contract with Parker lant and launched the brand LiningKids of Lining's children's clothing. It was launched in early 2010. Anta will launch the brand of Anta KIDS (children), the new product will be officially launched and sold in the first quarter of this year; 361 yuan will be used to launch some children's clothing business, and 361 degrees children's clothing will be launched in 2010, 3 moon phase CHIC; and XTEP signed a cooperation agreement with Disneyland in 2006, and entered the children's footwear market with the help of Disney curve. XTEP has opened hundreds of Disney children's stores in China.

According to the China National Business Information Center, the sales data of children's clothing in key retail stores nationwide show that the trend of children's clothing "love sports, do not like cartoon" is quite obvious, and Adidas and Nike sales have a long-term advantage.

But in recent years, children's clothing market, as the last resort for foreign brands, has also been besieged by local brands.

Since 2010, local sports brand children's wear has begun to compete in the children's clothing market. The difference is that the market positioning of "foreign brands" and local brands is slightly different.

From the price point of view, Anta children's clothing is located in the middle and low end market, and children's clothing is mostly within 200 yuan. The price of Adidas and Nike children's clothing is generally around 300 yuan, and Lining's children's clothing is also aimed at the middle market, maintaining the price advantage under the same quality and technology content.

Lv Zhiyong, executive vice president of parkland, who works with Lining's children's wear, said: "sports brand entry into children's wear is a hot phenomenon in recent years. It lays the material and technological foundation for the professionalization of children's clothing.

In terms of Lining's children's clothing, this year has achieved good market reaction, and sales are showing an accelerated growth trend.

Lv Zhiyong said that in a short period of time, Lining's children's clothing has opened more than 200 stores in more than 20 provinces and cities nationwide, which is fast for a new brand.

After a year's operation, in the face of a large number of agency dealers, Parker Lan Di also made a summary of the promotion of Lining's children's clothing, and there will be some adjustments next year.

"Children's sports wear is relative to adults. At the moment, they are not professional enough. We are now going to wear different clothes and prepare different equipment when adults participate in various sports, and children are still at a very early stage, so sports children's wear has always been a blank area, and there is a lot of market space."

Lv Zhiyong said.

He believes that children need more protection in sports because of their growth, and because sports protection is relatively more technical and professional, so children's clothing brands have not done enough in this respect for a long time. This part of the market has not been developed, and there is a big market space. I believe that in the next 3-5 years, sports children's clothing will also present a rapid growth momentum.

Children's cake

Children's clothing has the distinction of cartoon, sport and leisure in classification. Many professional children's wear brands are taking sports and leisure as their own brand style. In face of these professional sports brand's entry, will the market share of children's clothing brand be affected?

As the operator of Lining's children's clothing and the director of the paramount market, Lv Zhiyong, executive vice-president of paramount, said: "it may have some effect at first, but it will not be very long in terms of the overall development of children's clothing.

Now the children's clothing market is gradually increasing the cake, and the market for sports children's clothing is also increasing.

Lv Zhiyong said that the development of sports children's clothing will also experience the development of adult sportswear.

Sportswear has experienced a stage in the early days of its development, that is, sportswear as a daily wear.

Many people wear sportswear when they go to work, but with the development of our clothing culture, this phenomenon is rare.

People wear sportswear during sports, wear daily clothes at work, and the clothing market is fragmented, each having its own market share.

With the development of economy and the increasing diversity of people's lives, apart from the increasing number of social activities, sports venues and types of sports are also increasing: badminton, basketball, soccer, fitness, jogging, outdoor...

Sports market is gradually increasing, so the sportswear market is also showing rapid growth, and its growth space is enough to accommodate sportswear development, becoming the most closely related to the development of China's apparel industry.

Children's clothing will also have such a stage, will eventually increase to the market segmentation, the market itself is constantly improved and mature, and change this sports children's clothing and comprehensive children's wear brand to seize the market situation.

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"Our own children's wear brand will have a market dislocation with Lining's children's clothing, although it will retain part of the original movement, but it will pay more attention to the dress in everyday normal.

The real sports children's clothing should have many professional details, such as sports protection will be very specific in professional sports children's clothing, so the traditional children's clothing brand has no technical advantage in this respect.

Lv Zhiyong said so.

As for the current situation of children's market share in sports children's clothing, Cao Shengkui, chairman of water boy, said: "the rise of sports children's clothing will definitely split the market share of a comprehensive children's wear brand.

We also made an analysis of the trend of the movement of children's clothing.

In our opinion, because of the reasons such as enrollment and so on, the size of children's clothing is relatively small, so the proportion of sports children's clothing is larger.

The market for children is relatively small, and the market is not changing.

Although children's clothing is now in a trend of movement, we still believe that sporty children's clothing is a very professional category of children's clothing. Our comprehensive children's clothing company has no advantage in this respect, so the industry has specialties, and we will stick to our own style and go our own way.

Cao Shengkui believes that now the living standard has improved, sports is a fashion and a trend, but after all, it is only a part of life. Sportswear is a specific consumer product.

Therefore, even if sports children wear some of the market share of children's clothing, the increase in children's wear cake now has no impact on the development of children's clothing companies. Sports children's clothing will not replace traditional children's clothing, and will dominate the future development of children's wear.

The trend of children's clothing movement in the future

The number of births will reach the peak in 2010, and the birth rate will reach a peak in the next ten years.

The 0~3 year old infant and the vast majority of mothers and mothers account for about 4.98% of the total population, about about 69000000.

Coupled with the age of 0~16 years old children, the total potential consumption of more than 400 million, the market potential is amazing, children's clothing market demand for consumption will show a steady upward trend.

Since entering twenty-first Century, the domestic infant and child products market has entered a period of rapid development, increasing by an average of more than 17% per year, far higher than the retail sales of social commodities in the same period. In the next 15 years, there is a very stable number of target consumers in the domestic infant and child products market.

Therefore, the domestic children's clothing market has huge capacity and attractive development prospects.

At present, children's clothing industry in China has a market scale of 100 billion yuan, and the growing market space has led to the upgrading of children's clothing industry.

In 2010, big international brands entered China, a group of more mature market brands, and a group of local brand children's clothing with great potential for development.

In the face of such a huge market for children's clothing and the base of consumer groups, the future development of children's clothing industry is beyond doubt. The same sports children's clothing market is also an emerging market in the children's wear plate, which is broken out of the children's wear cake.

While shopping malls are flourishing, consumers who choose to buy children's clothing can't compare with adults, but turnover is very high.

In Cui Wei Department store, Adidas sales staff said that sports children's clothing is basically not discounted, a full set of children's shoes and children's shoes can be purchased at 1000 yuan, many customers as gifts.

"It's much cheaper than adult clothes, and it's also a big brand. It can be accepted at the price of gift or personal use."

Relevant experts said that the domestic sports children's clothing market structure is currently half the domestic and foreign brands.

Among the 50% market share of domestic manufacturers, only 30% have brand names, and 70% are still in wholesale market channels.

Faced with such a large market space, many children in non children's clothing industry have taken aim at children's clothing and want to divide them into one big cake.

For this trend, Lv Zhiyong said: "the entry threshold of the entire garment is gradually improving. Although the market is bigger, the professional requirement of the team that operates the market has also increased."

He believes that the risk of entering the children's wear industry is gradually increasing, but with the increase of the market and the attention of the capital, the new children's wear brand will still appear, because the children's clothing market still has enough space to accommodate the entry of new brands.

As the children's clothing industry recognized as a very professional sports children's access threshold, Cao Shengkui said: "sports children's clothing will definitely need to have brand awareness in order to occupy a place in children's clothing industry.

Even now the children's clothing companies with a certain reputation are doing sports children's wear. In such a highly professional field, the risks are very large.

As for the future development of children's clothing industry, we all have a common understanding. In the next ten years, children's clothing will usher in the golden ten years of rapid development. But there is another consensus that, as a brand of children's clothing, this is a good opportunity for accumulation. It is hard to seize this opportunity without deep accumulation.

Cao Shengkui said: "there will be a watershed in the future children's wear industry. With the maturity of consumers, the brand of good children's clothing will get better and better, and the poor will no longer catch up.

So children's clothing brands that want to develop in the children's wear industry must go to the sunny road so that they can have the opportunity to climb to the top of the mountain.

Children's clothing industry is a sunrise industry. It will be a fast developing branch of the garment industry in the future.

However, whether children's clothing brands have the ability to seize this opportunity depends on whether children's clothing brands have such qualities in their development process.

Sports children's clothing is indeed a market shortcoming for children's clothing development in the future, but the market vacancy is only for those with professional ability.