Win At The Starting Line -- Infant Textiles: Game Between Brand And Price

Over the past two years, the quality and safety of infant products has been raised to a whole new height, which has aroused widespread concern in the whole country.

With regard to infant textile and clothing, with the introduction of the concept of "eco textiles and clothing" in Europe and the promulgation and implementation of the "infant clothing standard" in China, the safety and health problems of textile and clothing as one of the largest daily necessities associated with infants and young children have attracted more and more attention from the society.

However, after investigation, it was found that

Production enterprises: high priced brand infant clothing is not profiteering.

"The price of a light blue neonate suit made by Enphants brand is 379 yuan, and the six piece set of a Disney baby brand is 388 yuan, while the price of a pink small cotton jacket for another Disney series is 227 yuan. Similarly, the price of a Snoopy baby Baby Snoopy brand sleeping bag is 308 yuan, and the price for a three pack of the same brand is two yuan.

This is the morning of February 11th, reporters in Zhengzhou West Taikang Road, the four floor of the golden bazaar mall children's exclusive area interview information.

In addition, the reporter also found that the children's wear monopoly area of 1000 square meters on the four floor of the shopping mall was crowded with nearly 30 famous brands of children's clothing at home and abroad, including Enphants, A M, Jeep, Ph. D., JOJO, Baby Snoopy, lobo, ELLE, Disney baby, Ruyi baby and so on, but only five children's children's clothing brands, such as the 30 brands of children's clothing, such as baby's room, Enphants, Rui, Ruyi, Snoopy, baby, and so on, were sold and sold jointly.

And further investigation by reporters found that in these five brands, only the "good boy" brand came from the mainland of Kunshan, Jiangsu. The other four brands of Enphants and Ruyi baby are Taiwan brands, while the two brands of Snoopy baby Baby Snoopy and Disney baby are imported into the United States.

"5 to 10 years old children's clothing is relatively good buy, and 24 months less than the sales of infant clothing is not too good.

Therefore, most of the infant clothing can only be sold with other children's wear, basically there is no special infant clothing counters.

Referring to the above problems encountered by reporters, the salesperson of the children's clothing store introduced an interview with reporters, saying that no single sale of infant textile counters was mainly because the sales volume of these products was too low, and most children's clothing sales were children's clothing over three years old, and only a very few children's wear brands sold infant clothing.

"The main reason for the low sales volume is the price factor. Most of our children's clothing stores are imported brands, and they are also high-end lines, so the price is relatively high.

In terms of infant clothing, many consumers feel that it costs a lot of money to buy hundreds of dollars to buy a baby's clothes. And in my sales experience, most customers buy these infant suits as gift boxes, and rarely buy them for their children.

Therefore, the average sales of infant clothing is less than 1/3 of other children's clothing.

"At present, there are few enterprises specializing in infant textiles in China, and fewer well-known brand enterprises.

Most of the home made infant textiles sold in the market are mainly produced by the adult household textile enterprises as second-line products, and their quality and safety performance are all quite different from those of famous foreign brands.

A professional pointed out that in view of infants and young children as a special consumer group, their daily necessities are listed as a level in the Intertek Testing Services eco product certification system, that is, the first level. The production requirements, such as: production technology, accessories, materials, quality, safety performance and other aspects are extremely strict.

Therefore, compared with other garments, such enterprises need to bear greater risks in production and operation.

In view of the relatively low risk resistance capability of Chinese textile enterprises, there are relatively few enterprises specializing in the production of infant textiles.

"There are strict regulations on the production standards of infant textiles at home and abroad, especially the safety, environmental protection, formaldehyde content and saliva fastness. There are special and strict regulations for the production enterprises in every small aspect, such as main fabric, auxiliary fabric and small parts, plus all kinds of functional testing and brand advertising, all of which have virtually increased the cost of production.

Therefore, the price of infant clothing is relatively high, especially the price of well-known brands is higher.

Although the price positioning of products is relatively high, the profit margins of these enterprises are very weak, which is the main reason why the price of infant clothing is high, the sales volume is low, and seldom participate in the discount sale.

The professional explained in the end.

Consumers: the key to buying is to look at the price.

"Although most of the children in a family have only one baby, and every child is the most important part of their family, I want to buy the best for every child, like most parents.

But now I think that we should do our best in raising children.

On the afternoon of 11, 3 o'clock, the reporter interviewed a Li surnamed consumer randomly at the "good boy" children's clothing store on the four floor of Kim Bo da.

According to Ms. Lee, her son has more than 9 months, as a new mother after 80, from pregnancy to the birth of her child and her husband has always believed in "let their children win at the starting line", so everything wants to prepare the best for their children.

But as children grow up day by day, they feel more and more "unable to eat".

"The freshness of my baby at the beginning made my husband and I do something for a while, but now the idea has basically changed.

For a middle-income family like us, the purchase of baby's daily necessities has become more and more rational. Especially for the baby, buying clothes is more valued than affordable.

Ms. Li said, "it's OK to buy a baby hat like this for over 30 yuan, but now let me buy a suit for my son with four hundred or five hundred yuan. I really feel a bit reluctant."

"Children grow fast every day, but in fact, a few hundred yuan baby clothes can not be worn in a month.

Plus, now a family usually has only one baby at most. Baby clothes can't be reused and thrown away. It's too unrealistic to save ten or twenty years for the next generation.

So, I think it's too wasteful to buy children's brand clothes.

Similar to Ms. Li's view, Ms. Zhen, who is buying a baby bottle for children, also said the key to the purchase of infant textiles is to see if the price is affordable.

Subsequently, the reporter conducted a random sample survey in the shopping mall. The survey showed that nearly 80% of the consumers indicated that the clothing for their babies was mainly priced at "affordable"; 50% consumers indicated that they chose to buy high-grade brand infant clothing for their relatives and friends' children; and nearly 30% of the consumers said that they were willing to buy famous brands of high priced clothing for their babies in view of their safety performance.

Experts remind: infants and young children textile safety can not be ignored

"Newborn skin is relatively delicate, the body is not perfect in function, is still in the growth and development period, and compared with adults, their self-protection awareness and behavior ability has not yet formed, so it is easy to stimulate the external environment, and is also very sensitive to the external environment."

Zhang, director of the neonatal department of Zhengzhou maternal and child health care hospital, said that some of the newborns with skin allergy and bronchial infection were more than 60% of the newborns due to the serious safety hazard of infant textiles.

For example, the unqualified clothing materials stimulate the skin of newborns, the odors caused by excessive formaldehyde content, and the pH value are not in the safe range between 4 and 7.5.

Therefore, Zhang reminded parents and friends that in considering the safety and healthy growth of infants, parents must put their children's safety and health issues in the first place when buying textile products for their babies, instead of blindly pursuing low prices and neglecting the quality of products.

At the same time, Zhang also reminded consumers that when purchasing infant products, they should try to buy regular brand products labeled "baby products" or "a" in shopping malls, supermarkets and stores.

As far as textiles are concerned, when purchasing, the Chinese identification, washing methods, and standards of raw materials should be examined in detail.

And we should try to choose pure cotton products with fewer accessories, simpler styles and lighter colors.

In addition, we must also pay attention to infant clothing must not be dry cleaned, because the residual detergent on clothing on children's skin injury is more serious.