A Solution To Children'S Wear Market

According to statistics, as of 2008, the total population of children aged 0~14 reached 250 million in China, reaching 360 million in 2010. With the arrival of the "post-80s generation" boom, the market for Chinese children's clothing will reach 100 billion yuan by 2013. Sale The era of explosive growth in children's wear industry is coming.

"The scale of 100 billion yuan, this data is relatively conservative. Although the specific market data are hard to calculate, one conclusion is very clear, that is, the market potential of Chinese children's clothing is huge. China clothing Chen Dapeng, the standing vice president of the association, was said in the recent 2011 Chinese brand of children's wear brand entrepreneur salon.

100 billion yuan market attractiveness

Sponsored by the China clothing association children's wear Specialized Committee, the 2011 Chinese children's wear brand entrepreneur salon has gathered in Shanghai today. Children's wear Strong brands in the market: Barbara, red and yellow, blue, blue, water, child, tick, Mary, MAC, Kee, pig, barn, king, Li, Dr. frog, and Tao *. The leaders of these enterprises get together to discuss the present situation and future development direction of children's wear industry. In their hearts, they want to see this salon as a "solution journey".

2011 is also a crucial year for the entire children's clothing industry, because 2011 is the year of the opening of 12th Five-Year and the key year for the transformation and upgrading of China's garment industry. In this regard, Chen Dapeng pointed out that in the face of new opportunities for development at home and abroad and the changing global economic environment, children's clothing enterprises should constantly innovate and further promote brand building. "At present, many domestic children's clothing enterprises have authorized many brands of international children's clothing through authorized agencies. Now we have to think about how to make the home. brand To be strong and big? We need to find the way to develop the brand of children's clothing.

"At such a great age, there is not much excitement at all. I am really excited today." Cao Shengkui, chairman of Beijing Carmen apparel Co., Ltd. expressed his excitement. Before, many of Cao Shengkui's friends asked him, "why do you always do children's clothing? What does this mean?" but Cao Shengkui has been persuading his employees to turn from a community of interests to a business community. But he has been puzzled by "how to make employees feel the greatness of their career". "Today, through salon," the greatness of children's clothing industry is to raise the standard of living of 360 million children, "the pursuit of perfection and perfection with love. Cao Shengkui said happily.

Xu Bo, general manager of Barbara, also believes that the potential of China's children's clothing market is more than 100 billion yuan, and it should have a scale of 200 billion yuan. But sales from a single brand is still very low. Now the sales of Barbara single brand are more than 10 billion, and the sales volume of doctoral frog multi brand is 2 billion. It is possible for the future single brand to break through 10 billion yuan. Even if we can achieve 10 billion, we will occupy 5% of the market and the market potential is very large. At the same time, he said, the consumption structure is changing and the consumption concept is changing. "Balbara's consumer group is 76%.

The brand is strong and the right way is right.

According to Chung Jung Yong, chairman of Shanghai Rong Chen frog Co. Ltd, Dr. frog was listed as the best investment company in the United States and the United Kingdom when the roadshow was listed, while foreign capital made a thorough study of Chinese children's clothing market. Through the road show, Zhong Zheng used to see the future of Chinese children's clothing industry. "Children's clothing industry is a very promising industry, because children's clothes are not worn because they wear out, but they can not be replaced." Zhong Zheng said happily.

"We need to link our industries with global resources, and turn back to integrate China's industry and become China's market. Only in this way can we compete with the world's peers." Zhong Zheng Yong believes that to participate in international competition, we must have an international thinking.

Now, doctoral frog is able to integrate international resources with international industries, information and capital through listing and internationalize operation.

Cao Shengkui also said that now the international brand is very optimistic about the Chinese market. This time he has a strong feeling of going abroad. Many international brands have seen that his business is developing well, and have asked for cooperation. "This year," water boy "will introduce three international children's wear brands.

"Listing is a process. In this process, we understand and learn a lot. Chinese children's clothing enterprises must "go out" because the eyes, pressures and responsibilities at that time are different. Zhong Zheng said.

Like Dr. frog, Fujian Green group is planning to go public. "Through this salon, I learned about the process of listing and marketing strategies, and learned a lot." Green Group Chairman Zhao Jianhe said. {page_break}

Channel development is urgent.

Over the past few years, many first-rate luxury brand children's clothing has entered the Chinese market rapidly. A group of fast fashion brands such as ZARA and UNIQLO are also starting to run children's clothing, sinking through the channels, entering the two or three line market in China, and rapidly expanding the Chinese market network.

"Now is not wolf, but wolf has been around us, many clothes can not sell domestic brands, international brands can sell, many cities do not go to domestic brands, but international brands have gone; at the same time, domestic leisure, men's wear, women's wear and other categories of enterprises are also beginning to penetrate into children's clothing." In Xu Bo's view, the competition for children's clothing market will be more intense in the future, and the pressure will be greater. The cost of future channels will further increase.

The pressure of adjustment from domestic department stores has become a common feeling for delegates. "Now Beijing department store business is being extensively adjusted and upgraded. International brands have entered, and domestic brands have come out." Cao Shengkui said it is estimated that the overall adjustment of the national department store industry will start soon.

"Now entering the shopping mall is to work in the mall, with a high point of deduction, not to enter the mall, but to open a street shop is to work for the landlord, the rent is rising sharply every year, almost 30% of the sales revenue." Some clothing brand merchants complain incessantly.

But Cao Shengkui also sees business opportunities and directions. "The adjustment of department stores has brought us a lot of pressure, but it also shows that there is demand in the market and high-end products are needed. We should fill this gap. To subdivide We must do a good job of market positioning.

Zhong Zheng Yong is also optimistic about the future. "The prospect of China's children's wear market is objective, because children nowadays do not have no clothes to wear, but what clothes they wear can truly reflect future children's happiness. We should study the behavior of consumers from the eyes open in the morning to the end of sleep at night. In view of the consumption needs of different age groups, we should integrate resources, develop and research, and balance them through global procurement.