Going Into The Brand To Create A New Market For Children's Clothing Is Ready To Come Out.

" 61 "Children's Day is just around the corner, and will usher in the annual sales season for children's wear. According to a survey, parents of every family are generally high on their children's clothes and toys. The price of a child's clothing is absolutely not lost to adults, and the whole body adds up, with shoes, on average, a child can spend more than 1000 yuan.

However, in such a good market, some famous foreign countries are still in the market. Brand children's wear However, it has been repeatedly exposed to unqualified quality, formaldehyde and pH value exceeding the standard, including some well-known brands such as ZARA and H&M. And domestic brands also have such problems. Taking Guangdong as an example, the province produces more than 300 million children's clothing annually, accounting for more than 3 of the total output of the country, but children's formaldehyde, pH value and toxic dye exceeding the standard are reported repeatedly. It is reported that 7 of Guangzhou children's clothing is unqualified. The production of children's clothing in Jiangsu also accounts for 1/3 in the national market. With this foundation, it is time to turn from quantitative change to qualitative change. Children's clothing industry must undergo transformation from the market to the brand creation market. However, in the face of quality problems and the international brand name, the children's clothing market in Jiangsu is seeking transformation in difficulties.

　　 Problem: formaldehyde over standard affects children's respiratory system.

Viewpoint: "subdivision" is the inevitable result of children's clothing.

It is understood that Guangzhou industrial and commercial, quality supervision and inspection of children's clothing sales and production in Guangzhou area, respectively, found that the carcinogenic aromatic amine, formaldehyde and other serious quality problems. It is understood that the exposed brands are Bei Mei Yi, Ji Jidong, AI Wan and so on.

Recently, children's clothing brands have not been found in shopping malls in Nanjing, Xinjiekou and other places. However, some small shops along the street downtown have found some problems of brand children's clothing. In addition, reporters online search found that some online stores are still selling.

It is reported that aromatic amine dyes are synthesized from 23 kinds of carcinogenic aromatic amines as intermediates, also called banned azo dyes. Among aromatic amine compounds, 2- naphthalene and benzidine are the most toxic carcinogens. They can change the structure and function of DNA in cells, induce cancer, and the incubation period is as long as 20 years.

"Children's skin is very tender, many underwear is directly contact with the skin, and contact time is very long." An expert from Nanjing Institute of Dermatology explains that there are often problems with adults and children's skin for seeking medical advice, many of which are related to the quality of clothes. In addition, experts say formaldehyde and aromatic amines are not only harmful to the skin, but also cause trouble to the respiratory system of children. Asthma and tracheitis may occur.

To now, how to develop children's clothing in the end? Yu Bing, President of the Jiangsu Clothing Industry Association, said in an interview that the development of children's clothing has gone on the road of "differentiation", and diversified development has avoided the same quality and low efficiency competition. It can be gratified to see that the famous brand of children's clothing on the market has different styles, and the phenomenon of copying and duplication between brands is less and less. The pace of subdivision will continue to accelerate.

Yu Bing analysis, segmentation will take place in all aspects of market shape, region, enterprise form, brand style and so on. Product segmentation, brand positioning, marketing mode, market channel and format will be developed from flat to three-dimensional. In particular, children's clothing will derive more formats from the manufacturing industry. Brand groups, professional brand marketing companies, brand processors and brand retailers will emerge as the times require.

In addition, Yu Bing said that subdivision will lead to many new phenomena, and some new subdivision phenomena have emerged. In the past two or three years, the most obvious change in children's wear market is that it suddenly jumped out of a "sports plate", with Adidas and Nike taking the lead, and Chinese brand Anta, 361 degree and Lining followed up.

With the help of sportswear, a broad mass base and a good brand name, successful brand operation experience and market channel resources, and sportswear demand growth in children's clothing consumption, the sports sector is almost formed at the speed of thunder. Perhaps in the future, there will be sports children's wear shops. Yu Bing said with a smile.

Yu Bing said that children's clothing products should absorb costs and extrate profits in limited price range, such as the introduction of children's wear advertising must pay great attention to form and choose the right time. Children's clothing must be more carefully buffered from the industrial chain and supply chain, because consumers' demand and requirements for children's clothing are getting higher and higher, and small batch production will increase the order and difficulty of fabric ordering. Under such circumstances, some enterprises will choose to concentrate their energy and concentrate their strengths on a brand. Some enterprises will choose to put the profit eggs in different baskets, use different brand positioning, and gain market share from different market areas. {page_break}

Status quo: Jiangsu's children's clothing output increased by 109% in the past 5 years.

However, Yu Bing also mentioned some practical dilemmas, such as "cotton price increase" and "recruitment difficulties", which became the theme of the end of 2010.

"328 cotton prices have risen to a high price of over 26000 yuan / ton, and the price of chemical fiber raw materials has increased at the same time, which has led to the overall rise in fabric prices, the shortage of human resources and the rigid rise in human cost, which has greatly increased manufacturing costs," Yu said.

Yu Bing said, "price increase" is always undesirable in the eyes of consumers. Although most enterprises have taken up the pattern of upward movement, they support the "price increase" from the material form of products, but the best price is still the mainstream demand of consumer terminals. The "price increase" spawned the birth and development of the new business form, and the most dazzling one was the explosive development of online shopping. Not only did Taobao, eBay and other e-commerce platforms sell like hot clothes, but Taobao's data showed that in the 1-2 quarter, the turnover of Taobao clothing increased from 16 billion 80 million yuan in the same period in 2009 to 34 billion 150 million yuan in 2010, an increase of 112.44% over the same period last year. The major apparel brands have also been landing on the Internet, and online shopping has become a fashion trend.

Children's wear is suitable for online sales, because children's clothing is highly Mashup and very weak body shape. The B to B of children's clothing is relatively mature. Many enterprises have opened up online ordering channels for dealers and franchisees, improving the efficiency of ordering, replenishment and exchanging goods, and the B to C process is progressively advancing. Many enterprises want to enter the field of online shopping, some choose to build websites themselves, others use Taobao and other platforms to open their stores, and network sales become one of the mainstream sales modes that account for more than 10% of children's wear sales. The goal can be achieved quickly, and the loss and benefit can only be resolved and acquired by the wisdom of the brand. Finally, Yu Bing said that the concept of "children's wear shop" and "children's discount shop" are also in the process of brewing. Big cities have appeared in OUTLETS stores, folding and folding shops.

Mr. Zhou Qihong, Deputy Secretary General of Jiangsu garment industry association, first told a data that in 2005, the total production of Jiangsu children's clothing products was 49 million 290 thousand. In 2010, only 5 years later, the data increased to 103 million 20 thousand. When the growth of children's clothing in China was negative (-7.55%), the growth rate of children's clothing in Jiangsu reached 109%.

Zhou Qihong introduced that in the 1-10 month of 2010, the clothing industry in Jiangsu accumulated 3 billion 488 million garments, representing a year-on-year increase of 18.71%, ranking third in the country. Among them, 77 million children's clothing grew by 20.89%, ranking the first in the country (the national output was 213 million, and Jiangsu accounted for 1/3). Jiangsu's children's wear became another emerging force active on the stage of China's apparel industry.

It is reported that China's children's clothing now has a market scale of 100 billion yuan, and has 5 billion production scale. It owns a batch of industrial clusters such as Zhili and Quanzhou, has a batch of more mature market brands, and a group of children's clothing enterprises with great potential for development.

Zhou Qihong believes that, like adult clothing, children's clothing industry will experience changes from the market to create the brand to create the market. Just as international brands will create new market in the first tier cities, domestic brands will also create more nascent markets in two or three tier cities or even three or four line cities.

"Brand consumption will gradually become the mainstream mode of consumption in small and medium-sized cities or even county and township markets. The development of brand penetration into the lower market and inland areas will lead to the formation of the regional linkage pattern of children's clothing industry. At the same time, Zhou Qihong warned that the influx of international brands into China's first tier cities is irresistible. The real international brands directly enter China, and China's "big name" children's clothing enterprises are collaborating with international brands.