Children'S Fashion Meets Fashion &Nbsp; Children'S Clothing Industry Enters A New Era Of Competition.

This year, the scale of children's clothing has jumped rapidly.

This spring in Beijing China International Clothing and accessories fair, 57 brands of high-end brands in the children's living hall debut, Quanzhou 8 brands to participate; this year in Shishi clothing city first set up Shishi brand clothing joint marketing center, 40 children's clothing brand settled, the array is huge.

As the industry has said, children's clothing is not only a consumer industry, but also a cultural industry, and also a creative industry. The rapid development of children's clothing is particularly noticeable.

Many brands are making great efforts.

At tick tick

The focus of 18 years has made the tick brand stand out and create a novel fairy tale world.

This year, the brand launched the "story star" national trials in Fujian, Zhejiang, Jiangsu, Jiangxi, Hunan, Guangxi, Hubei, Shandong, Hebei, Beijing and so on.

Caterpillar of Hongfa group (Hongkong) Co., Ltd., headquartered at Shishi

Shishi's wild leopard children's clothing has also opened a fashion culture tour.

On this year's Haixi international fashion week, the wild leopard children's clothing, with the theme of "new fashion", explains the new life style of the new generation of children, and highlights the fashion tension brought by the brand design.

The children's clothing brand, marm Maca, has started the children's TV art competition this year. The little Playboy will embark on the road of animation marketing, and the related work has been pushed forward in sequence; the head of the Shishi boy's children's clothing told reporters that the middle class children's wear product has a gap period, and its company is aiming at the blank spot in the market.

Industry enters shuffle stage

It is the development potential and growth potential of the domestic children's clothing market. Many brands have launched a new round of "Nuggets" children's clothing craze.

Observers point out that these participants have made the domestic children's wear brand management more rational and mature, and at the same time, the children's wear industry has entered the shuffling period, and the domestic children's wear market has been upgraded.

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

Wu Kaile, general manager of Ji Yue (China) fashion Weaving Co., described the competition in today's children's clothing market as a "war" and a large-scale war.

In his view, if we still use the traditional ideas to develop the children's clothing market now, we must die. Once we get out of the market, we will never get into the market.

This is groundless. As early as 2008, after seven years of insisting on a children's wear brand in Shenzhen, it collapsed.

"At the beginning, when we chose to invest in this line, we did not take into account that the market became so confusing that the subjective consciousness imposed on us caused the enterprise to make a mistake."

The boss of the children's clothing company said in an interview.

He said that the new entrants believe that children's clothing is not cheap at present, almost 100 yuan or even hundreds of yuan, and the industry is generally considered to have small risks and large profit margins.

However, the company has been operating for over a year, and the backlog of inventory is increasing. The larger the warehouse area is, the more cash flow is lagging behind.

In fact, this year's war situation is unprecedented.

Some high-end media in China have begun to welcome the advertising campaign of many Quanzhou children's wear brands.

First, after spending a lot of money on the children's channel "small test knife", the company opened the whole year's high frequency advertising again this year. The Quanzhou bear Jamie's bear bears the same name cartoon, showing a great deal on the national media.

"A few years later, children's clothing will have more than a dozen brands occupying 40% to 50% market share. By that time, children's clothing enterprises will have a foregone conclusion in the market."

A retail analyst pointed out that next year, children's clothing enterprises will seize the opportunity to shuffle the industry, promote their brand with the help of brand promotion, and rush out of the tight encirclement.

Industry shuffling has begun.

As early as last year, reporters visited Quanzhou, Anhui, Henan, Hebei and other places with the Jiangsu textile and clothing association. Among the 20 representatives of textile and garment enterprises, nearly half of the children's clothing industry accounted for, and there were many heavyweight figures such as Zhao Jian he, chairman of Fujian Green group, and Lin Xiangyang, director of Fujian Bao de group.

Through the investigation, the enterprises want to further expand the channel of brand export in addition to docking with the central region.

In March this year, Wang Wenjun, President of Shishi children's wear industry association, led its member enterprises to visit Suzhou, Anhui.

In the middle of last month, the leading leaders of Suzhou also visited many children's clothing enterprises in Quanzhou to discuss the construction of children's wear Industrial Park in the middle of the country.

Wang Wenjun introduced: "the total investment of the children's wear Industrial Park project is RMB 4 billion yuan, and the Shishi children's wear industry association will enter more than 100 enterprises in the children's wear Industrial Park. The projects include children's clothing, washing and so on.

In fact, today's children's clothing market is not long enough to win the capital, and there is no shortage of systems engineering, such as R & D, marketing, brand and human resources.

And this is only the foundation. Children's wear brand management has its particularity. Children's consumption has its complexity. Only by holding the pulse of the children's clothing market can we step on the quasi beat to arrange the key variables such as children's clothing variety, category, price, production volume and so on.

The industry pointed out that at present, the children's clothing industry in China is at the critical stage of shuffling. The brand management of children's clothing is pforming from extensive management to large-scale and meticulous operation. From product competition, price competition, marketing means competition to product research and development competition, brand culture competition, brand service competition spanning.

Enterprises with high brand value will have greater market discourse power.

New pattern is emerging.

"Children's clothing is regarded as the last piece of cake in China's clothing industry. With the increasing number of competitors, the competition pattern will change rapidly, and competition will inevitably push the industry forward."

General manager Cao Zhang said.

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He believes that after years of baptism in the market, there will be some monopolistic National Children's wear brands, some strong regional brands, agent brands and retailers brands.

In the future, the first tier market will divide the world with domestic strong and competitive local brands and foreign high-end brands, so as to break the current pattern of foreign brands' dominance in the first-line market; the two or three line brand will be the main face of the larger local brand or regional brand; the wholesale market will have a wholesale brand with excellent quality and brand image.

More and more enterprises are committed to the refinement of enterprise operation and terminal operation, and strive to improve the terminal's quick response ability and the core competitiveness of enterprises. The terminal marketing mode innovation is also emerging one after another. The children's wear terminal includes not only department store counters, commercial street shops, supermarket stores, but also the "one-stop shopping" life hall form in the first line market, and the two or three line market's high-end merchandising terminal.

In order to meet the health needs of consumers, more and more enterprises are actively integrating into the "low carbon era", adopting green raw materials and auxiliary materials, and making efforts to make children's clothing more environmentally friendly and healthier.

And actively study the physiological and psychological characteristics of children's growth, and try to interpret children's needs through brand and product.

Enterprises are paying more and more attention to the building and promotion of brand image and brand culture, not only through the interaction between terminals and consumers, but also through regional public communication and other means to carry out regional and national brand communication, enhance brand image, attach importance to the construction of professional talents and core team, attach importance to the construction of learning organization and the construction of enterprise culture; realize the development of enterprises through multi brand combination and expand category, and achieve bigger and stronger enterprises; besides accumulating and strengthening themselves, they also study and make use of the strength of capital market to achieve the strategic goal of becoming bigger and stronger; seek cooperation with international design institutions and international brand management companies, and strive to improve the brand's winning ability.

The industry believes that the new pattern of children's clothing brand is emerging, and in the next five years, from the geographical, grade, style and other aspects of the formation of echelon mode.

Grasp the opportunity of brand expansion

Like Quanzhou casual wear that is leading the market in China, children's clothing in Quanzhou is beginning to show its influence.

According to industry sources, Quanzhou children's clothing has experienced the stage of export oriented, and has begun to exert its strength in the domestic market.

Among them, the two brands of the tick tick and the Mary Macaca, which are successfully exported to domestic market, occupy two seats in China's ten largest children's garments, while the Quanzhou Feng Ze district and Shishi Feng Li Town are awarded the honor of "China's children's wear city" and "China's children's wear town".

In recent years, with the gradual increase of family income, the life of urban residents has gradually reached the level of well-off society. The consumption demand of domestic children's clothing market has gradually changed from the practical life that satisfies basic life to the pursuit of beautiful fashion.

Quanzhou children's wear has already launched the internationalization strategy. Green group's children's clothing brand tick tick has introduced the international design strength, invites the Spanish KidsGallery company to join this brand, integrates the avant-garde fashion design idea into the children's clothing, presents the more modern and the internationalization grade series product for the Quanzhou children's clothing.

There is a popular saying in the children's clothing industry in China that "after second years of popularity in Europe and America, it will become popular in China".

The green company has shortened the gap between the domestic trend and the international fashion.

Zhao Jianhe, chairman of Fujian Green Group Co., Ltd. pointed out: "the senior designer who employs Spanish brand children's clothing is the design director of his company, pferring the design workshop to Europe, adopting the latest and most fashionable design styles and design concepts in Europe and America, combining the Chinese elements with the fashion elements of the world so that Quanzhou's children's wear products will be at the forefront of the world's fashion trend."

"Children's clothing industry presents fragmented competition pattern, and is still in the" Warring States period "period of horse racing enclosure. It is in the process of growth and integration, and lacks the real sense of big brands, and the lack of big brands is the opportunity.

Zhong Xiaoqiu, chairman of the Yang Yang media group, believes that when an industry is at the initial stage of brand development, the cost of brand building is relatively low, and brand communication is more likely to impress consumers.

"From the perspective of the development rules of foreign counterparts and mature industries, children's wear and children's shoes industry will have their own big brands, and the threshold of brand building in the future will be greatly improved."

Zhong Xiaoqiu said, "at this stage is the best time for enterprises and brands to grow and expand.

Seize the opportunity and do well the brand building is the top priority for children's clothing and children's shoes enterprises.

"Under this background, the new competition faced by domestic children's clothing brands is not only reflected in the price or manufacturing capacity, but in the overall competition of the brand."

Ding Peiji, chairman of red children's company, said that they joined hands with China Fashion Color Association to launch a new fashion distribution base for children's wear in China.