Network Children'S Clothing Financing Icebreaking &Nbsp; Children'S Wear War Brand Is King

"The poor will change, the change will pass, the general rule is long".

"This news is very shocking.

This shows that the competition of children's clothing market in China has entered a three-dimensional level and will become more and more intense in the future.

Wu Kaile, general manager of Shishi Ji Yue children's wear, said.

What he calls "this news" is Taobao's children's wear sales champion won 120 million yuan of financing, broke the network children's clothing Zero financing record.

It is understood that in September last year, through the two processing of children's clothing styles for foreign trade orders, and then placed on eBay and Taobao online, Shanghai green box Network Technology Co., Ltd. received the first round of financing of Zhixin capital, 20 million yuan venture capital, and became the first B2C e-commerce product to get financing.

In January, the company received another second round of 100 million yuan financing from DCM. "If the company can develop rapidly, a net like company like" green box "will sprout up like mushrooms.

Wu Kaile believes that compared with traditional children's clothing manufacturers, any net goods merchant with low cost is more popular. Moreover, once these goods merchants have capital, the sales of "multi brand", which the traditional production businesses dare not do, at least will not try, will come to an end.

Take the green box and Korean clothes and love as an example, the green box has three brands: modern lady, love mouth making and Jeanne belle. It is called "good money and good work". Next, in addition to opening the real flagship store, the green box should take the step of "pushing a brand new year". In view of this, the sales of green box rose from 20 million yuan in 2009 to about 80000000 yuan in 2010, which is also the most important sales achievement of Vc firm.

As for clothing and love, it is the "originator" of the "multi brand" children's clothing operation. As early as 1999, the clothes and love launched the ElandKids, PawinPaw and Cocorita brands of children's clothing counters in the major shopping malls in China. At present, there are 16 children's clothing brands in clothing and love.

"The network is fiercer than the tiger. It is really used here."

Mr. Liu, a fashion salesman, quipped.

Children's clothing war brand is king

"The early bird catches the worm, but the bird that comes late is the worm that eats the bird."

From 2009 to now, Wu Kaile, who has been struggling for many years in the children's wear industry, has always regarded this as the true meaning. Especially after dozens of famous domestic and foreign brands such as Armani, GUCCI, Nike, Adidas, Giordano, Anta, Anta, seven wolves, and Bosteng crowded into the children's clothing market, they had strong capital operation ability. They used the speed and facts to explain the true meaning. In the face of these capital operation experts, some traditional children's clothing industrial clusters now do not have enough weight to speak.

Authorities have pointed out that in two or three years, the children's wear market will completely change the awkward situation of leaderless group. Like the vigorous development of the men's wear lineup, the children's clothing industry will have some "leader level" brand.

To become a "leader brand", besides the huge capital reserves, the number of terminal sales outlets is also one of the key factors.

By contrast, sports brands occupy more space in children's clothing market.

As we all know, in the field of men's wear, such as the seven wolves, the number of terminal stores and specialty stores has been hovering around 3200~3500 in recent years.

As we all know, last year, Anta, PEAK, 361 degrees, and XTEP all shouted the slogan of "Wanjia store", that is, they had 1 million terminal stores and stores. The goal was also achieved in the past two years. "If the sports brand and children's clothing are integrated and placed in a special store, I think consumers will not mind."

According to the staff of marketing department of Anta (China) Co., Ltd., they are trying to operate the mode of mixed operation of independent shops and shops. At present, they are planning to push forward. "The whole field and cross-border development are inevitable for the development of shoes and clothing enterprises, and children's clothing market will have a spectacular brand war sooner or later."

"It was a partial war before, but now it is a total war."

Wu Kaile described the competition in today's children's clothing market as a "war" and a large-scale war. "If we used the traditional ideas to develop the children's clothing market at present, we must die."

The new situation of Wu Kaile's children's clothing market is mainly reflected in three dynamic elements: first, the textile and garment enterprises cross the border into the field of children's wear; two, children's wear network sales are increasingly hot, and the network children's wear market is increasing day by day; three, "after 80" has become the main force of children's clothing, "after 90" will enter children's clothing consumption field in a few years.

Unlike those born in the 60 and 70s of last century, the consumption mentality of "living on the line" is different. The consumption concept of "post-80s" is even higher. They pay more attention to brand and taste.

Mr. Fang, who has studied the consumption concept of post-80s generation, introduced many "post-80s", especially female friends, who lived frugally for a year in order to buy a GUCCI or Chanel bag. This shows that in the stage of getting married and coming to the next generation, advocating the brand's "post-80s" is sure to instilling the brand idea in their daily life. But 20 years ago, when the "80 generation" generation was still a child, the brand concept had not yet formed in China, and "brand is enduring."

Fang Fang, for example, a "80 generation" likes seven wolves, Nike, Adidas, Chanel, then how many of his children will have a good opinion of these brands.

At present, many children's clothing enterprises lack the sense of renewal, brand awareness and the ability to grasp the trend of fashion. "Unlike the enterprises in the children's clothing industry, they are playing together now, you will not play, they will be out, and there will be no chance to enter."

Wu Kaile said.