Mixed &Nbsp; The Four Trends In The Development Of Children'S Clothing
Children's wear has always been the biggest in the children's products industry.
market
No attention has been paid to the sales hotspots of children's products industry, and its development is also a process of changing social concepts.
Twenty-first Century is a period of rapid change, children.
Clothes & Accessories
The development of this period has already formed a certain scale, and people's ideas have also undergone tremendous changes.
Because of the effective implementation of family planning in China, every family is the only child. Many parents have changed their minds. Children have become the focus of their families. Their investments in children are increasing. As long as the children are fond of them, parents will try their best to satisfy them.
Although the market of children's wear has undergone tremendous changes in this period, children's clothing, especially domestic products, has changed dramatically.
Children's wear
The sales market is not optimistic. The poor quality, the outmoded design and the imitation of different levels are the biggest problems. While the foreign children's clothing is new, but the price is shocking. It is not affordable for ordinary families at all. The market can not meet the needs of the current public, and it is also a business opportunity in the face of crisis. This is a rare business opportunity for domestic children's clothing developers.
Trend 1: Internet communication affects children's clothing consumption.
Cherry is the little red man of the cradle net. He has his blog at the age of 3, and is updated in good time.
Of course, this is not the masterpiece of Cherry. It is written by his 80's parents.
The signature of the blog reads, "we grow together".
Indeed, for most of the 80's hot mom, cool dad, the child is like a "living toy" falling from the sky.
Full of joy, but with some confusion.
Internet users are once again turning their attention to the Internet.
They use child care websites, baby bloggers, etc. to understand childcare knowledge and exchange experiences in childcare. Of course, the beauty of big show babies is of course.
Cherry is such a fashionable little model. The style of clothes keeps changing. The click rate is very high.
Many young mothers will also pay a lot of compliments in his blog, asking where clothes are bought, and even "doll relatives".
Parenting websites and baby blogs have become the main communication platform for post-80s parents to nurtures children. They spread their feelings, including the spread of children's clothing brand reputation.
How to make use of this new way of communication has become an important factor to capture the hearts of the 80's parents.
Trend two: "421" mode to accelerate children's clothing consumption
Now a new family mode is gradually becoming the mainstream. The "421" mode is the family structure produced by the only child generation, 4 elderly people, 2 adults and 1 children.
Such a structure led to the attention of 6 adults in this child.
Whether it is season changing clothes, festivals or birthdays, children's clothing and costumes are important options for adults to choose gifts.
Miss Ling, an interview with reporters in Shenyang, said: "children nowadays do not lack clothes at all.
Besides mom and Dad, grandma, Grandpa, Grandpa and grandma will buy him. Sometimes friends and colleagues will buy some children's clothes and stationery as gifts at home, so the children's clothes will be larger than mine.
After all, the family is such a child, and all his love is poured into him.
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Trend three: online shopping becomes the trend
After eleven long holidays in 2010, Taobao announced some hot sales data during the eleven period.
From the ranking of paction volume, 2 million 360 thousand children's clothing products were traded, and the paction volume ranked seventh.
After 80 parents have become the main force of children's clothing online shopping, and they are keen on online shopping.
Online shopping has become the main way of shopping for many new generation of post-80s parents, and the growth rate of such consumers is increasing by geometric progression, and the market space is hard to calculate.
Cheap and fashionable style is the two most important reason why they choose to buy children's clothing online.
Nowadays, 80's parents like new exotic products. Because of the special advantages of the Internet, many parents can not buy clothes that they can't buy in the shopping mall.
Trend four: adult children's clothing
Sequins, rivets, metal chains, leopard print, vest, hanging neck, and back...
The fashion elements of adult clothes can be found in children's clothing products.
Nowadays, adult style clothes are appearing in children's clothing.
The mother of a 8 year old girl told reporters that the children's clothes that were fashionable in design were very fond of children, and they liked them even when they looked at them.
But she said that the quality of such clothing is not necessarily suitable for children, and will seriously consider this when choosing, and occasionally buying one or two pieces is still acceptable.
Lace, bead decoration, waist design and other fashion elements commonly used in children's clothing, and even the emergence of high-heeled children's shoes, and the suspenders, sequins skirt, leopard tights and other hot children's clothing is like the adult version of the "shrinking version", the popularity of popular clothing elements in adult clothing to a large number of children's clothing design, fashion is comparable to adults.
The improvement of living standards and aesthetic standards of young parents is an important reason for the adult becoming of children's clothing.
But while improving the sense of design, clothing should give more consideration to children's physical and mental health. How to improve the design level of children's clothing is conducive to the healthy growth of children. This is really a question worth pondering.
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Extended reading
Looks very beautiful children's clothing market
China's children's wear market outlook for 2009-2012 years predicts that China will enter the fourth peak of fertility, and the number of births will peak in 2010.
The baby boom has brought about a full-scale outbreak of the "baby economy".
According to relevant data, since 2000, the growth rate of China's infant industry has reached 30%. It has become the largest consumer country of baby products after the United States, and is expected to enter the trillions club by 2010.
In this baby industry, children's clothing will occupy an important share.
In May 2010, in the statistics of women's wear, men's shirt, men's suit, children's wear, leather clothing and women's shoes in Beijing commercial information center, women's clothing, children's wear, men's shirts and women's shoes showed an overall upward trend in the average retail sales this month, of which the average daily growth of children's clothing reached 35.28%, the highest among the six categories of clothing.
Latecomers scrambled to nugget children's clothing market.
The global financial turmoil is the reason why many industries have changed.
The Chinese garment industry, which has already been competitive, is also accelerating the pace of change.
In recent years, in the domestic clothing market, men's wear, women's wear, sportswear, sportswear and other "battlefield" are filled with the smell of competition. With the deepening of the financial turmoil, whether local brands or international brands, the elimination rate of various marketing channels is more tragic than ever before.
But in the children's clothing market, although there is competition, it seems to be relatively good.
The reality is that up to now, there is no national brand or leader brand such as men's wear, women's wear, casual wear and sportswear, and the brand concentration is not high.
It is true that more and more latecomers have seen opportunities, especially those related to footwear and fashion.
At the end of June 2010, domestic sports brands listed in Hongkong amounted to HK $1 billion 810 million in financing at 361 degrees, some of which were used to start children's clothing business this year.
In fact, many famous local adult shoes and clothing brands such as the seven wolves, Kangnai, Anta and so on play an important role in this "children's clothing craze".
The gradual maturity of e-commerce has also made the B2C company, which once won the competition of adult men's and women's clothing, extended its tentacles to the field of children's wear.
At present, the two most popular clothing companies, B2C and Mcglaughlin, have started their business in children's clothing. Prices and fashions are still the magic weapon for them to conquer cities.
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In addition, a look at the Chinese children's clothing hot gold rush phase, also flashes the appearance of international brand, such as Baby Dior, D G baby, ARMANI Junior.
The most popular ones are Adidas and Nike's two world sports brands, which rely on their huge brand influence and excellent marketing strategies. The latter launched the children's shoes for two or three years and quickly occupied the commanding heights of the market.
As a derivative of children's clothing, all kinds of professional baby show have also become a member of the gold rush Legion.
In 2008, the eighth Shanghai children, baby and maternity products fair, 65 children's wear brands and 53 toy brands participated.
On the 29~31 day of July 2010, the ninth CBME Shanghai children, baby and maternity Products Fair was held. It also launched the first Shanghai CBME children's clothing and Accessories Fair for children's clothing enterprises at home and abroad.
"Children's clothing craze" looks beautiful.
On the eve of 61 2010, the industrial and commercial bureau of various places released the report on the quality monitoring of children's clothing. For example, the Guangdong Provincial Bureau of industry and Commerce found that the pass rate of children's wear was only 34.1%. Apart from the children's clothes with unqualified labels, the quality of the children was only 50%, many of which were famous.
This startling result is a true reflection of the current situation of China's children's clothing industry.
According to relevant information, at present, 50% of China's children's clothing market is occupied by international brands, and 70% of children's clothing enterprises in China are in a state of no brand. At the same time, due to lack of clear positioning, most enterprises soon fall into the mire of low level, homogenization and price war.
"Children's clothing craze" looks beautiful, but the cruelty of reality makes every entry entry of different paths have to face up to the test of the market.
The traditional local shoe and clothing enterprises extend the brand and product line to children's shoes, which will be the world of their hands. The market will naturally use time to test these problems.
10 million, the business of winning billions of dollars.
"Please wait and see.
The Chinese market is too big, maybe all kinds of enterprises can find their own position, but our Chinese children's clothing brand must learn to become the fashion and taste leader, rather than follow suit and imitate, and fall into the vicious circle of homogenization competition.
T100, a children's clothing in Guangzhou, is known as the "big black horse" of Chinese children's wear. It has been continuously reported by Peking University Business Review, twenty-first Century business review, entrepreneur and other domestic business case journals.
T100, which invested only 10 million yuan in initial investment, entered the children's clothing market in 2003 during the "SARS" period. It took only 4 years to break through, and sales exceeded 100 million yuan, thus becoming a "big black horse" which sold more than 100 million yuan in high-end children's clothing market.
T100 has tracked customer purchase behavior. Its VIP customers have maintained more than 80% turnover rate, and the growth rate has been over 50% for 5 consecutive years.
In 2009, sales growth slowed slightly despite the financial crisis and earthquake, but still more than 30%.
T100 children's clothing has been doing business on the tip of Pyramid, avoiding the low level of homogenization competition.
T100 targeting high-end households with annual income of more than 500 thousand yuan is a target consumer group. It has set up counters in airports in Beijing, Shanghai, Shenzhen, Chengdu and Qingdao, and is also in the high-end shopping malls in Beijing, Yansha, Guangzhou, Tianhe and Zheng Jia square.
T100 has been using the airport and shopping mall channels, and has opened 300 stores nationwide.
Airport rents are small, and the rent of hot shops is even tens of thousands of yuan per square meter. Therefore, most of the shops in the airport are mainly based on image promotion and are not profitable, but T100 can also make profits.
Selling a child's clothing to 300 yuan is the psychological bottom line of many Chinese consumers. Even though the price of 800 yuan for adult clothing is very common, the price of T100 products is usually between 100 yuan and 1000 yuan, so it is called the luxury of Chinese children's clothing.
Design is the key to stand out from many children's clothes.
T100 produces 10% of its sales every year to do research and development. The design team often runs to Hongkong and France to pick up the wind, and draws inspiration from the international brands such as DIOR and CHANEL.
T100's fabric and accessories suppliers work with Nike, Adidas and Esprit. They are screened once a season.
T100 all the clothes are sterilized before they leave the factory, and even the trucks must be specially used for cars and disinfect every day.
According to research reports, the consumption demand of Chinese children's clothing market has shifted from the practicality of basic life in the past to the pursuit of beautiful fashion. In some economically developed cities, consumers' demand for children's clothing is becoming more and more fashionable and brand oriented.
As all the regiments gather in the battlefield, everyone becomes more rational and mature. This also promotes the competition of children's clothing market in China, and the era of children's wear brand management has arrived.
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