Ningbo Clothing Enterprises Optimistic About Baby Economy

Always with Men's wear The main garment industry in Ningbo has changed a bit recently. Children's clothing quickly enters the vision of clothing giants. Following the large brands of children's clothing, such as Chang Long Guotai and lion Dun, the brand enterprises such as Taiping bird, GXG and so on in the field of casual wear have invested tens of millions of yuan to enter into the children's clothing industry. Among them, Taiping bird's children's wear plate has been basically ready to go out.

A large number of garment enterprises turn to children's clothing, can they achieve a new landscape of "Ningbo outfit", can children's wear of Ningbo become another advantage plate besides men's wear? Reporters conducted a survey of this interview.

Hundreds of millions of clothing capital goes into children's clothing industry.

In addition to casual wear, the leading enterprise is Pacific bird. enterprise Into the children's clothing industry.

Dai Chenghao, general manager of Tonlion group, Tonlion, left Tonlion earlier this year to create a Ningbo horse riding children's Articles Co., Ltd., raising tens of millions of dollars to fight for children's wear market. After half a year's preparation, the horse riding style French fashion boy's children's clothing has been listed all over the market. This brand draws on the European style design style, showing a dynamic, exquisite, noble fast fashion temperament. At present, the "horse riding" fashionable children's clothing has opened a store in Ningbo, plans to open more than 50 nationwide by the end of the year, the action range is very big.

There are also some clothing foreign trade companies entering the children's clothing industry. Wang Jun used to trade in a clothing company for more than 10 years. In the first two years, she felt that clothing trade was becoming more and more difficult and she decided to withdraw from the field of foreign trade. She invested 10 million yuan to build a factory in Soochow Town, and set up Ningbo Shuai Shuhu children's Articles Co., Ltd., a self created brand "tiger Patti" engaged in children's clothing production. Now, "tiger Patti" has entered the sales system of Yintai department store, favored by consumers, and its sales volume has increased rapidly.

According to Chou Qichao, a member of the Ningbo Garment Association's outreach department, the children's clothing industry is becoming a new hot spot in Ningbo's clothing capital pursuit. Over the past two years, over two hundred million of Ningbo's clothing industry has poured into the children's clothing industry. Lion Dun, long Long Guotai, Taiping bird and some foreign capital have entered into the children's clothing industry. Now Ningbo has more than 20 children's clothing enterprises with its own brand, old brands such as one stop, KIDS, new brands such as AI fabe, Xiao Hu Patti, Lai Di Shang, Barbie Le Le, Chun Zi Zi, di di Lu, Xiang Ke and so on. Ningbo children's clothing has initially formed a brand lineup of development lineup.

"But at present, Ningbo children's wear plate is still relatively small and well-known. brand Not much. Because many children's wear brands are transformed from foreign trade enterprises, these enterprises need to explore and try in brand design, channel development and maintenance, terminal operation and so on. Chou Qichao thinks.

"Baby economy" will erupt in full scale

A large number of clothing capital go together to enter the children's clothing market, mainly in the children's clothing market huge development space.

Children's wear has been recognized as the last 2 years. clothing The last profitable piece of cake. GXG brand leader Yu Yong said on many occasions that children's clothing must be a hot plate for China in the next 5 years. Yu Yong believes that "the real creation of spending power must be after 70 and after 80, because after 70, 80 has become the mainstream consumer of society, they have completed the primitive accumulation of life, and become the main force of this society, and the consumers after 70 and post-80s have a high degree of recognition for brands. Whether men's or women's wear, the span of 25~30 years old must have a better consumption ability. With the 80's becoming parents, children's clothing will become a hot plate in the next 5 years." {page_break}

According to conservatives in the industry, it is estimated that China now has about 314 million children under 14 years old, with an average price of 150 yuan per set of children's clothing, and each child consums 2 children's clothing. The capacity of China's children's wear market has also exceeded 90 billion yuan. At the same time, with the acceleration of urbanization, the urban population is also increasing rapidly, and children's clothing market has great potential. In fact, the size of the children's clothing market is far more than 90 billion.

Zhang Xiaofeng, Secretary General of the Ningbo clothing association, believes that today's parents are adhering to the principle of "not bitter children", especially now that many of their parents are young after 80. The demand for fashion will also affect their children. Therefore, traditional children's clothing has long been unable to meet their needs, and the corresponding children's wear market has great potential for development. The "baby economy" will break out. Judging from the situation of children's wear market in Ningbo, there is no real leading brand at present. Under this environment, the development of children's clothing brand in Ningbo is also facing a good opportunity.

From the perspective of foreign development, the maturity of children's wear market is also accompanied by big brands entering children's clothing. market This has also become a popular trend in fashion circles. The famous British brand Burberry is one of the first to enter the children's clothing market. Gucci, Dior and so on also have its extended children's sub line, and sports brand Adidas, Nike and so on also have kids series.

In addition to the expansion of children's clothing market consumption space and the increase of brand awareness of children's clothing consumption, the leisure clothing market has entered a saturation period, which is also a major reason for many garment capital to enter the market of children's clothing that has not yet been determined in the market pattern.

Facing the shortage of design talents

However, the development of children's clothing brand in Ningbo is also facing many problems, such as marketing, channels, and design, especially the lack of children's design talents.

In mid last month, the Ningbo clothing association held a seminar on the development of children's clothing industry in Ningbo. At this meeting, a lot of children's clothing enterprises expressed a common aspiration, hoping that the clothing association could provide some advice for recruiting children's wear designers. channel Or train of thought. The horse riding company has been recruiting children's wear designers for several months, but the company has never recruited suitable candidates.

"Every enterprise needs at least 3~4 designers to calculate. Now there are more than 20 enterprises in transition to make children's clothing, at least 80 professional children's wear designers. Judging from the actual demand of enterprises, it is estimated that there are at least 100 children's designers in Ningbo. Zhang Xiaofeng, Secretary General of Ningbo clothing association, analyzed.

In fact, the scarcity of children's wear designers is also widespread in Guangdong and other places. The reasons for this situation are manifold. From the current situation, the main direction of training designers in China has always been in the field of adult wear, ignoring the cultivation of children's design talents, and some students are unwilling to engage in the design and development of children's clothing. On the other hand, the market of children's wear has only matured in these years. The demand for children's design talents has increased dramatically, and the demand for children's clothing designers has been in short supply.

For this situation, Zhang Xiaofeng appealed, "Ningbo has light textile college, big red eagle Career Technical College and other institutions of higher learning, has trained a large number of practical talents for the Ningbo clothing industry. Now that the demand for children's clothing is rising, we hope that the clothing institutions in Ningbo can carry out docking with enterprises, whether they can reach agreement on the training of such talents, and train a group of designers for Ningbo enterprises.

Ningbo's "new business card" is expected to be born?

As the most concentrated producer of Chinese clothing, Ningbo outfit, especially men's wear, has always been a business card for Ningbo's industrial economy. Will the clothing capital go into the children's clothing industry and make children's clothing a new business card after men's wear? {page_break}

Judging from the current pattern of children's clothing industry, Ningbo enterprises are not without opportunities. At present, there are a number of well-known brands in the domestic children's wear market, such as Barbara, red, yellow, blue, piglet, paramount, Babu, wow ha, etc. but the top 10 brands sold only 3% of the total market share, and the low market concentration also provided opportunities for the new brands.

In this regard, the Ningbo clothing association said it would coordinate the resources of the association to boost the development of children's clothing industry in Ningbo. In October this year, Ningbo international clothing festival, the clothing association will launch a special conference on children's wear in Ningbo, giving children's clothing brand a comprehensive display of image opportunities. At the same time, the Ningbo clothing association is also preparing for the establishment of "children's wear sub committee". I hope this children's wear sub committee can coordinate all resources and play a linkage effect, so that children's clothing enterprises in Ningbo can share resources and develop together.