The Shuffling Period Is Coming To &Nbsp; Children'S Clothing Market Is Calling For A New Model.

Compared with previous exhibitions, this year Children's wear The exhibitor brand of the museum is from Quality testing There is a distinct improvement in quantity. This year, the number of children's Wear Exhibition Hall brands for the first time exceeds 100, and mostly for the high-end industry. brand 。 Special clothes for children's wear exhibition at this exhibition Booth The number is more than 10, and the scale has increased significantly compared with the previous exhibitions. This shows that the brand children's clothing enterprises are "special" for the exhibition. importance "

Big brands start making children's clothes.

Chen Zhicheng, general manager of the 360 degree children's wear, told reporters that "men's wear and women's wear brands are mainly for exhibiting products. Children's wear brands are different. The meaning of our exhibition is more to tell consumers and distributors that we are still alive." In 2009, after raising funds in Hongkong, the children's clothing brand was officially opened. Expand Project. In the past three years, Chen Zhicheng has been sniffing the changes in the market structure of children's wear industry from the level of children's clothing enterprises exhibiting year by year. His judgment is that since 2011, the signs that China's children's wear industry has entered the shuffling period has become more and more obvious.

After watching the competitors' participation, Wu Shanqiang, director of the brand of children's clothing brand in Fujian Green group, also felt the changes that the children's clothing industry was experiencing. But he did not think it was a threat. "The focus of the concentrator has the advantage of focusing on it."

Facing the increasingly fierce market competition in children's wear industry, Hai Wei children's clothing in the middle and big market is trying to introduce a distinctive market strategy. In this year's exhibition, in addition to the regular series of products, Hai Wei children's clothing also released the main spring festival market "Nian Zhuang" products. Du Wei, director of market design of Hai Wei children's wear Southern District, said that the idea of changing children's clothing on different occasions will change the consumption concept of parents in the past and broaden the connotation of children's clothing market.

Overseas brand licensing Road

At this year's exhibition, Li Guo children's wear formally signed with the two internationally renowned animated characters, "multi a dream" and "Transformers". Li Guo chairman Lin Weijian said that Li Guo children's wear is an international animation brand designed to synchronize the cartoon and fashionable children's clothing market at home and abroad, and further provide the local consumers with reasonable price of legitimate cartoon fashion children's wear.

Of course, the interpretation of the brand licensing mode to the extreme is also called PhD frog. Thanks to the sales performance brought by agent brands such as Harry Potter and tennis prince, Dr. frog has achieved the national market layout in just a few years and landed on the Hong Kong stock market with excellent profitability. In this year's exhibition, Dr. frog is responsible for the crystal clear. In the future, the frog will also absorb more brands both at home and abroad, and continue to take the mode of brand authorization. From the existing agent brand of doctor frog, the goal of doctor frog has been 0~17 years old children's clothing of all ages.

In addition to grabbing the right to use the animated cartoon brand, another part of the overseas children's wear brand is trying to attack the Chinese children's wear market by exhibition platform. The Spanish children's articles Manufacturers Association (asepri) has shown great interest in the Chinese children's wear market, bringing three Spanish local children's wear brands for the first time to test the Chinese market.

Another force in the children's wear market

At this exhibition, new children's wear brands represented by rabbit logo, master's cat and three point children's wear have attracted the attention of many agents in the fashion and fashionable children's clothing area. These enterprises express their "fashionable children's clothes" through the fashion color matching and concise fashion design to show children's understanding and yearning for fashion, so as to create a cute, smart and lively childhood memory.

Compared with other children's clothing, the product of "fashionable children's clothing" has no outstanding breakthroughs in terms of fabric, color, style and so on. The "new" brand of "fashionable children's clothing" is greatly related to the brand age. The reporters found that many brands of the "fashionable children's wear" brand in the exhibition were built in the past 5 years. For example, the brand of children's clothing exhibiting in Cha Shan town group of Dongguan, compared with other brands, rabbit brand, master's cat, sparrow, and so on are all very young.

The biggest advantage of "fashionable children's clothing" comes from its processing background. These brands often produce OEM children's clothing enterprises. In the view of Hebei agent Luo Yuxiao, in the next 5 years, if the "fashionable children's clothing" focuses on the low-end market below three lines, its brand will do something.