The Demand For Children's Clothing Increased By More Than 10%.

At present, China Children's wear The demand for consumption is about 2 billion 300 million pieces. In the next few years, the demand for children's clothing will increase by more than 10% in the next few years. So children's clothing market is considered to be Garment industry There is only one piece of cake left. Now everyone wants to eat more, but this is not so easy.

Local brands have launched children's clothing. brand Foreign high-end brands have also brought their children's clothing series into the Chinese market. At the same time, children's clothing brands are often questioned by consumers because of quality problems, which may become the most difficult constraint factor in the development of children's clothing industry in China. In the face of increasingly fierce competition and quality problems, how can brand children's clothing enterprises get rid of a bloody road? What should they take to seize the market?

Market perspective

Children's clothing market becomes "target of public criticism"

One day in late March, Chen Zhicheng, general manager of the 31st degree children's wear, received a call from the media. Chen Zhicheng used to be very fond of dealing with friends from the media, but recently this kind of phone call made him feel "a bit upset" because he thought that people who talked about advertising were going to rub their mous again.

"Recently, more and more media are actively contacting us, but we can not tell who is doing business and who really wants to interview." Li Bo, the brand manager of the 31st degree children's clothing, was also very helpless. He was afraid that if he refused a sincere interview request, he would probably miss the brand promotion opportunity. "Now everyone is very optimistic about the potential of children's clothing market, and the more competitive we are, the more we will deal with the media."

Local brands expand children's wear plate

It is said that children's clothing market is the only piece of cake in the clothing industry, but it is not so easy to eat more. In 2009, after raising funds in Hongkong, the children's clothing brand research and development project was officially launched. This is the first signal for the Chinese children's wear market to seize the market. Since then, Chen Zhicheng personally led the marketing team, 360 degree children's clothing for two consecutive years at the China International Clothing Fair high profile. In recent years, children's wear enterprises have been exhibiting higher and higher every year. Chen Zhicheng also shows that the market structure of children's wear is changing. "Making children's clothing 300 million is a ridge. In the brand that has crossed the ridge, there may be a leader in the industry in a few years."

Chen Zhicheng's judgement is not without reason. Since 2011, the signs that China's children's wear industry has entered the period of shuffling has become more and more obvious. Big brands have launched the brand of children's wear, which is one hundred and thirty six degrees.

As an old rival of 31st degree, Anta took the theme of "imaginative fantasy world" as its theme at this year's China International Clothing Fair, and for the first time demonstrated its children's clothing business in front of peers. Even with more than 100 children's clothing enterprises competing on the same stage, even if they are labeled "children's wear industry later" labels, it is easy to see a momentum of coming from behind in the brand strategy and market strategic layout of Anta children's clothing.

Under today's market structure, "big" brands have begun to enter the "small" children's clothing market in a high-profile manner, which fully shows the importance attached to this extended field. During the interview, many brand executives believe that the consumption demand of children's clothing market will show a steady upward trend in the next 10 years. By 2015, the scale of children's clothing market in China can reach 140 billion yuan.