Children'S Clothing Fever: Pie Or Trap?

"Children's clothing craze" looks beautiful, but the reality of cruelty makes every entry of different paths have to face up to it.

As a big cake in the clothing industry, children's clothing carries too much hope and expectation.

In theory or in terms of market feasibility, children's clothing is undoubtedly.

Confused by numbers and high profits

"Children's clothing is a" very low entrance threshold, a very high threshold of scale development "industry.

Facing the continuous outsiders, Luo Jianfan, President of Beijing's parkland limited liability company, has revealed his physical and mental experience of children's clothing industry.

He said, not because you are Chinese, you can do the Chinese market; not because you do adult success, children's clothing will be successful.

"Children's clothing industry is a relatively special industry, rather complicated, not that you have the economic strength to do it."

In his view, in recent years, there are so many people entering the children's clothing industry that they are misled by some information.

"If children's clothing is so easy, there will be no unsuccessful enterprises in China."

Taizi milk children's wear is gone, McDonald's children's wear is not successful, Wahaha children's wear has gone through many twists and turns, so far no hope has been seen.

"If the advantage is not handled well, it will also turn into a disadvantage."

Luo Jianfan thinks, "now some enterprises entering the children's clothing market are just like a self-employed person who comes in to make children's clothing with huge amounts of money. There is no difference."

For Luo Jianfan's point of view, Pan Haoshen, chairman of Shenzhen Xiao Feng long children's wear, has experience.

He told reporters that before entering the children's clothing industry, the company was doing foreign trade business, when the annual trade volume also has nearly 100 million yuan.

The reason why children's clothing industry was chosen in 1998 is based on the conclusion that "the development of children's clothing in the domestic brand is huge, and the new growth point of clothing industry is in children's clothing". This is intended to allow the company to have a better development platform.

However, after several years of honeymoon, the bottleneck of development appeared: with the price of passenger at that time, the market characteristics, and the structure of goods, we found that, like adult wear, efforts to increase the sales of single store to achieve the scale effect, its marginal benefit is very low, and it is simply a no return road.

Then the company had to develop horizontally and set up shop for scale. In a few years, the company even opened stores to Dubai and Bahrain. However, the regional characteristics of consumption and the control and control requirements of the market put us in a state of tension and pressure and had to slow down.

"The dream of expanding the market has become a stone in my heart - broken, not falling."

Pan Hao said.

Because of the confusion of enterprise strategy, the strategy of operation process is not systematic, and market tactics are even more messy.

For some time, I even doubted whether the domestic brand children's clothing could go on a large scale, and whether it could become bigger? It was not until 2007 that we found the direction and way of our company's development.

Of course, it is not only the small Feng long family that has entered the children's clothing industry blindly, but the most typical case is Wahaha.

In the early days, Zong Qinghou, chairman of Wahaha, once again expressed "true feelings" to the children's clothing in front of the media. "Chinese children's clothing has a huge consumer market space, and China has no large-scale children's clothing manufacturers for the time being. Domestic brands occupy 35% of the market share in the middle and high end markets, and the remaining 65% are mostly guerrillas. Their sales network is idle and confused.

The price of brand children's clothing abroad is relatively high, and there is a certain distance in the minds of the vast number of consumers.

Therefore, we have come to the conclusion that the high-end brand children's clothing with low price is a huge blank in the market.

Obviously, in Zong Qinghou's view, the wide market prospect of Chinese children's wear market and the uneven competition of the existing children's clothing brands are the best time to enter the children's clothing industry. In his eyes, it will be an attractive and delicious pie.

In fact, in the current pitional period of China's economy, we can always find delicious pie in the market. But the key question is whether we can eat this pie. Only when we really eat it, pie is real to us, otherwise everything is in vain.

At the children's wear oath conference, Zong Qinghou once said with great conceit: "there are many ways to understand the consumer goods market."

Because according to Wahaha, it has three magic weapons: Wahaha's children's brand image, capital and technological resources support abundant and exclusive store expansion mode. But after careful analysis, we found that the so-called three magic weapons in Wahaha Group Diversification of high technology, jumping into children's clothing industry simply can not stand.

Facts show that Zong Qinghou did not have a thorough understanding after all, and because he was too deep in the children's clothing market.

Now that he needs to think about it again, it may be difficult for him to tell whether the opportunity before him is pie or trap.

The failure of Wahaha children's clothing may alarm the people who are or are preparing to enter the children's clothing industry. "In China, you can't superstitious digital statistics."

Familiarity with the rules of the game

"The competition of children's clothing industry has its own rules of the game," Luo Jianfan said. The biggest challenge for new entrants is not brand, not capital, not the number of stores, but the grasp of the trend of children's clothing industry.

Because we can only grasp the pulse of children's wear industry, enterprises can step on the market rhythm to arrange specific children's clothing varieties, category, price, production quantity and other key variables.

As a new person, at the beginning of the entry, enterprises should first consider whether they have the corresponding resources, such as children's clothing R & D resources, market resources, human resources, financial strength and so on.

Secondly, although children's wear threshold is relatively low, its brand operation is actually more complex than any other clothing categories, and its returns may not be as impressive as other clothing categories.

Then, how big is the market risk tolerance? Such as brand promotion cost, brand building time, market development pressure, supply chain and capital chain pressure, stock pressure and pressure from competitive brand and market, etc., is there enough capacity to bear?

Again, chain operation is a package project. Is the Company aware of it? If franchising is adopted, how will it cooperate with franchisees? These are the issues to be considered before.

Perhaps enterprises have made clothes and made brands, but have they done Market Research on children's clothing, children's wear brand, children's wear market and children's clothing consumers? No matter how successful the enterprise has been, children's wear brand management has its particularity, and children's consumption has its complexity.

We can see that this round of children's clothing entrants, most of which have their brilliant, their normal thinking is to consolidate the original business or the original industry, and develop children's wear brands on this basis.

However, it should be noted that the attention or input to the new and old businesses, the balance between the new and old personnel and the expected return on investment in the new and old businesses will become the key to promoting or restricting the smooth development of the new project.

If the new project fails to make profits like old projects in a certain period of time, can the enterprise stick to it?

At the same time, the reason why new projects are new is that they are completely unfamiliar or partly unfamiliar to enterprises.

If there is not enough market knowledge accumulation and research, lack of common knowledge of the brand, no relevant knowledge gives the criteria of judgment and selection. When facing professional advice, the decisions of enterprises will be out of tune.

If decision-makers do not have the relevant knowledge, do not respect the objective rules of the market and industry, but rather take their own preferences, then they will also take a detour.

So, including the decision-making level, before and after entering the new business, the company should prepare well for the new business and should continue.

In fact, making children's clothing is far from being a professional professional manager or project leader. It also includes matching new mechanisms and new team building, market research, professional knowledge, effective information channels, communication channels and the matching standards and decision-making level.

Finally, children's clothing brand building can not be accomplished overnight, and may encounter various problems or crises in the course of operation, and whether these enterprises can bear it. The enterprises should provide enough confidence and protection for the operation team, joining customers, suppliers and target consumers.

"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.