Analysis Of Chinese Children'S Wear Market And Children'S Wear Brand

An analysis of China's children's wear Market: foreign brands invaded in large numbers

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It is understood that China currently has more than 200 million close to 300 million children, 10 million new babies will be added each year, while the number of children's clothing enterprises in China is about more than 6000, less than 10% of the total number of clothing enterprises in the country, and the output accounts for only about 6% of the total clothing output of the country.

With the joint announcement of Haier group and Xiamen Huarong group, more than 3000 Haier brothers children's products stores will be launched in the whole country in 2010.

This marks the continuation.

It is undeniable that foreign brand children's wear has been established for a long time, which has accumulated considerable experience, from product design to production, from marketing to after sales service.

In fact, after China's reform and opening up, some foreign brand children's clothing has been testing the Chinese market.

However, foreign brands of children's clothing really entered China's market or the financial turmoil that swept the globe around 2008.

At that time, the main form of European and American sales was weak in the form of foreign brand children's clothing, which led to the decline of children's clothing sales.

At the same time, China's economy still maintains a certain scale growth, and children's clothing market has huge potential.

Many internationally famous brand children's clothing enterprises have invested their eyes in the booming Chinese market.

At present, in China's Beijing, Shanghai, Guangzhou and other tier cities, as well as Chongqing, Chengdu and other second-tier cities in the major shopping malls, foreign brands of children's clothing counters are everywhere.

China's children's clothing market, especially the high-end market, is basically the world of foreign brands.

Mickey Mouse, Babu bean, Garfield and other foreign brands occupy a prominent position. More and more consumers are becoming accustomed to foreign brands with strong Western flavor.

It is understood that in China's children's clothing market, foreign brand children's clothing accounted for more than 50%, the remaining part of the Rio 70% of the domestic children's clothing is no brand children's clothing, the real brand of domestic children's clothing accounted for only about 10% of the children's clothing market.

This situation really makes our textile and garment industry, especially children's clothing industry insight to feel extremely embarrassed.

In addition, the price of foreign brand children's clothing is generally about 1--2 times higher than that of domestic brands at the same level.

But it can still occupy half of the children's clothing market. The reason is complicated, but in general it is also a result of various factors.

From the analysis of the composition of consumers, it is not difficult to find that the parents of children nowadays are mostly the only children of the first generation in our country, that is, the "two generation" after the so-called "one generation" in some media.

Most of the parents of these children were born 80 years later. With the deepening of China's reform and opening up, their consumption outlook has changed a lot.

For children's clothes which were not valued before, they gradually began to attach importance to the brand, style and quality of children's clothing.

Moreover, some children, especially large and medium-sized cities, have begun to pursue designer clothes.

More and more parents are willing to buy their fashionable brand children's clothing. The trend is also rising, even if the price is high and it takes only a few months to wear it.

This is one of the reasons why foreign brand children's clothing occupies half of the market in large and medium-sized cities in China.

At the same time, we have to admit that our children's wear industry starts later than foreign brand children's clothing.

Therefore, the objective gap still exists.

For example, the foreign brand children's clothing is first of all obvious cartoon effect in style, novel and unique, strong sense of fashion and strong visual impact.

At the same time, it is lively and exaggerated in the design of the patterns and the use of colors.

It can grasp the psychology of children's consumer groups very well and arouse their desire to buy.

In addition, after decades of operation and development, foreign brand children's clothing has already formed its own complete system.

No matter the style and variety of children's clothing are quite large, there is a great demand for customers.

We can easily find products from T-shirts, jackets, thin sweaters, trousers, skirts, vests, suits and so on.

From inside to outside, from head to toe, from home to outside, to school, all children's series have everything.

This has a larger choice for consumers.

Advanced design and complete variety are another important factor to attract consumers from foreign brand children's clothing.

Moreover, foreign brand children's clothing has better marketing consciousness and perfect marketing means than domestic children's clothing.

Take the children's day in 2011, for example, in a foreign brand store in Chengdu, the style of the shop was carefully arranged to match the festive atmosphere of children's day.

We also launched a series of promotional activities at the right moment.

For example, on the children's day, the shop provides children's clothing with a certain amount of money to give a discount volume.

The difference between promotional coupons and cash discounts is that it can attract consumers who have no plan to buy children's clothing to repurchase at the same place.

Often, we can pull off repeat customers and expand a group of loyal old customers.

In addition, there are bundling sales, bundling children's clothing with toys, seducing consumers to buy more children's clothing products.

Gifts, socks, hats, cups and other small gifts and other promotional tools.

These promotional measures have greatly increased the sales of foreign brand children's clothing.

Comparatively speaking, in terms of sales day's sales promotion flexibility, foreign brand children's clothing is better than domestic children's clothing enterprises.

There are also foreign brands of children's wear, the use of rolling media and print media publicity density is also far higher than the domestic children's clothing brand.

In this way, we can better establish a clear brand image in the public mind and fully reflect its brand style.

Thus attracting more consumers to buy their products, so the market share of foreign brand children's clothing is also rising.

Although in recent years, the domestic children's wear brand has a certain upward trend, but it is still in the market of the three tier cities.

The children's clothing market in the first tier and second tier cities is still under the control of foreign brand children's clothing.

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Two of China's children's wear market analysis: domestic children's clothing up and down

In 2000, China's children's clothing industry basically formed four production bases, namely, Foshan, Zhejiang, Huzhou, Fujian, Shishi and Wuhan in Guangdong.

However, as the market competition intensifies, it is affected by geographical location and industrial chain.

Shishi and Wuhan's children's clothing industry is gradually weakening, while Foshan and Huzhou continue to grow bigger and stronger.

At the same time, the children's clothing industry in Dongguan is also one of the new rising children's clothing bases.

At present, most children's clothing enterprises in Dongguan mainly rely on foreign trade, but the number of enterprises is not large, but the scale is relatively large. They have been producing more high-end children's clothing products.

The children's clothing enterprises in Foshan are mostly concentrated in the central towns, mainly in the production of mid-range children's clothing.

Children's clothing enterprises in Huzhou are basically concentrated in Zhili Town, the city.

The number of garment enterprises here is the largest in the country, but the small scale garment enterprises account for the overwhelming majority.

The children's clothing products in Zhili mainly focus on jeans, leisure, sports and other woven fabric products, playing the main domestic and low-end market.

The children's clothing produced in this area usually enters the retail field through the wholesale market of children's clothing all over the country, and the products are mostly sold in all two or three line cities.

It is understood that the domestic market coverage of Zhili children's clothing has been as high as 98%.

However, the domestic brand of the children's clothing market in China has not yet formed.

The main reason is that the scale of children's clothing enterprises is generally not large, and OEM, miscellaneous and unlicensed factories are still more.

As well as a serious lack of designers in children's clothing enterprises, a series of factors such as serious competition among enterprises.

Zhou Liming is the head of a children's clothing factory in Zhejiang. His factory now has about 200 workers.

The predecessor of its factory has always been mainly made up of garments, and later discovered that the profits made from other enterprises' leftover products are relatively high.

So around 2002 or so, Zhou Liming completely pformed his factory to produce cheap children's clothing products.

But over the years, his factory products have never considered building their own brands.

It has always occupied a place in the domestic market with large volume and low price.

His current business scope is mainly concentrated in the vast market of the central and western regions of China. He is ordered by children wholesalers from all over the place. He produces products in a short time by virtue of his own industrial chain advantage.

In Zhou Liming's own words, it is possible to complete industrial matching in less than a kilometre from the design of surface accessories, printing, embroidery and buttons to garment manufacturing.

If customers look at a new model, from proofing to mass production, it will only take 2 or 3 days.

The flexibility advantage of small children's clothing enterprises is that the boat is small and good to turn around, so that Zhou Liming has done well in the children's clothing industry these years.

However, there are few designers in his factory, the style is basically imitation, and the production of products is much more rough than that of large enterprises.

Although the price of his children's clothing is low, sales can still be done.

But the problem Zhou Liming has not realized is.

With the continuous development of China's economic construction, the gap between the central and western regions and coastal areas has gradually decreased, and the gap between the urban and rural areas in the central and western regions has also been decreasing.

Its rough products, the design is plagiarized, the lack of brand personality and brand culture, will directly lead to its weak competitiveness, market share will gradually shrink.

There is no doubt that our children's clothing industry is now changing to the stage of "brand consumption".

If Zhou Liming does not adjust his business ideas in a timely manner and strengthen the cultivation of his children's clothing brand, the final result of his factory is probably "bad luck".

Compared with Zhou Liming, a small factory specializing in low-grade children's clothing, there are still a large number of domestic children's clothing factories in China.

However, the situation they encountered was also very specific and helpless.

Most of the people in the industry still remember that in 2010, the children's clothing products in China were frequently asked to recall by the European and American countries on the grounds that the children's neck was covered by danger, small parts, flammable and harmful substances.

In fact, this is only because of the outbreak of the financial crisis, and the poor economic conditions of Europe and the United States, and for the purpose of protecting their own enterprises, various forms of trade protection measures have been adopted to restrict the import and export of textiles and clothing. As a form of technical barriers, recall has been adopted more and more.

However, although such recall has the background of trade protection.

However, our children's clothing export enterprises' own factors can not be ignored.

For example, most children's clothing manufacturers in China do not have high professional knowledge and pay little attention to their own training.

In the face of product orders, we can not make rational judgments in time.

Simply think that as long as the production of products according to customer requirements, and thus do not understand the relevant technical standards in Europe and the United States and in-depth study.

In addition, when some children's clothing export enterprises sign contracts with foreign customers, they do not pay much attention to making a clear agreement on the conformance and responsibility of the design of the products themselves, which has led to the loss that the children's clothing export enterprises have been totally avoidable, and this situation is not uncommon in China's textile and garment industry.

This can not be considered a very regrettable thing.

In addition, the lack of the design talents of children's clothing industry in China is also one of the reasons for the poor competitiveness of children's wear products.

Some of the design talents who graduated from domestic clothing colleges and universities are basically pouring into the garment industry.

In the absence of much of the original design talents, the children's clothing industry has become more and more serious.

In addition, children's clothing enterprises themselves do not pay attention to the cultivation and reserve of reserve talents, which eventually leads to the fact that most children's clothing enterprises in China mainly imitate foreign design.

This is also a reason for the responsibility of our children's clothing enterprises.

In a word, children's clothing enterprises in China have been moving slowly towards brand and high quality.

To a certain extent, this pace is somewhat slow, but the situation will be greatly improved only if we keep moving forward.

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Three analysis of children's wear market in China: quality problems should not be ignored

Talking about the quality of children's clothing in our market, anyone with insight in the industry can not help thinking that this is a "big problem".

Take Guangdong Province as an example, this is a large province of children's clothing production in China, accounting for more than 30% of the total output of the country.

But over the years, children's products, formaldehyde, pH value of toxic dyes and other incidents have repeatedly appeared in newspapers.

According to the results of the sampling survey of children's clothing announced by the industrial and Commercial Department of Guangdong Province, the quality of children's clothing in Guangdong province has been hovering at low qualification rate for 5 years, only 30% qualified at the worst time, and nearly 40% failed at the best time. The average pass rate of 5 years is only about 60%, and even many carcinogenic substances such as excessive toxic aromatic amines have been sampled.

The publication of these materials is not only shocking, but also severely compromises the confidence of consumers in buying children's clothing products and affects the sales of children's clothing.

In fact, as the second layer of children's skin, the quality of children's wear has always been the most concerned problem for consumers, and it is also a problem that children's clothing manufacturers need to raise most.

Ms. Huang, a three year old mother, originally planned to buy a new dress for her children on June 1 children's day.

However, after she unintentionally visited the "children's wear safety, we should pay attention to the problem of formaldehyde over standard", and "pure cotton is not equal to safety, bright colors may have methanol" and so on.

I can't help worrying about it. At the same time, Ms. Huang has limited ability to identify the quality of children's clothing.

Finally, after repeated consideration, I decided to postpone the purchase of children's clothing for children.

The consequences of the quality of children's clothing affecting product sales can be seen from this, which is also a "big problem" that must be noticed by relevant enterprises.

According to the relevant experts, the main reason why the quality of children's clothing in China has been unable to go up is that children's clothing has not been included in the production license catalogue, and the threshold for children's wear production enterprises is extremely low. It is often a few people, and the machine can start production directly in a few days.

At the same time, the relevant functional departments of children's clothing sampling density is relatively low.

Under normal circumstances, it is a yearly inspection before children's day, which is undoubtedly "a drop in the bucket" for the scale of China's annual production of hundreds of millions of children's clothing, and it is difficult to achieve full supervision of the whole market.

In addition, most children's clothing manufacturers are small in scale.

They take the "one shot for another place" approach to the relevant functional departments.

Once investigated, it is either a fine or a direct closure.

Change the name of a factory, change a rental space, and then continue to produce.

This also objectively causes the difficulty of children's clothing industry supervision.

Children's clothing manufacturers have less investment and less illegal costs.

At present, the prices of raw materials such as cotton and wool have been rising.

In order to save costs, some enterprises quietly use low-priced inferior fabrics to carry out children's clothing.

It is understood that such low-grade fabrics in the production process, often add a large number of formaldehyde dyeing auxiliaries and resin finishing agent, the purpose is to make the clothes do not wrinkle, do not shrink, do not fade.

If children's clothing enterprises in the processing process, did not remove clean, it will lead to formaldehyde, pH value and so on.

At present, children's clothing market is developing well in China. With the arrival of a baby boom, the market size of children's wear market will continue to grow.

Children's clothing market is like a huge cake attracting more and more funds and businesses to get involved.

However, if children's clothing enterprises do not strictly grasp the quality of products, children's clothing enterprises without design advantages, quality and quality, and no attention to operational norms or brands will inevitably be eliminated in the competition by the market mercilessly.