Under The Hidden Danger Of Quality, &Nbsp; What To Seize The Children'S Wear Market?

Compared with men's wear and women's clothing industry,

Market perspective

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

One day in late March, Chen Zhicheng, general manager of the 361 degree (Xiamen) industry and Trade Co., Ltd. children's clothing business center received a phone call from the media for an exclusive interview.

Chen Zhicheng was originally a person who liked to deal with media friends, but the recent phone calls made him "a little upset" because he thought the advertising business was looking for the door.

"Recently, more and more media are actively contacting us, but we can not tell who is doing business and who really wants to interview."

At the same time, Li Bo, a brand manager of 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 opportunity of brand promotion. "Now everyone is very optimistic about the potential of children's clothing market. When the competition is intense, we will have more dealings with the media."

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 expansion 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 to work, and the 360 degree children's clothing has been making a high-profile appearance at the China International Clothing Fair for two consecutive years.

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.

"Sales of 300 million yuan for children's clothing is a ridge. In the brand that has crossed the road, there may be a leader in the industry in a few years."

Focusing quality

Don't let children wear quality.

In April this year, the AQSIQ announced 14 unqualified children and infant clothing found in the sampling inspection throughout the country. Among them, the well-known brands such as "baby side Xi", "H&M" and "Babu bean", which consumers knew were on the blacklist.

Although the clothing industry often suffers from quality problems, the results of quality inspection of children's clothing have received more attention from consumers than adults.

Children's clothing industry, which is unanimously optimistic by the industry, is often questioned by consumers because of quality problems. This may become the most difficult constraint factor in the development of children's clothing industry in China.

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Hidden dangers of quality are frequently exposed.

Country

In the published results, 14 brands were found to be unqualified, including formaldehyde, fiber composition and content, pH value and dry friction color fastness. For example, the "baby side" brand shoulder open suit and "Babu" long sleeved shirt all have pH unqualified value.

Kong Liping, director of the national quality supervision and inspection center of textile and textile products, said the above problems are likely to stimulate the skin of children.

Inquiring pulse

Where is the crux of the problem?

Fabric -- not strict control

Zhang, manager of a clothing trade company in Changshu, Jiangsu, told reporters that several processing plants contacted since last year are trying every means to reduce the procurement cost of fabrics. Although many factories will not easily place orders for unfamiliar fabric enterprises, some people choose to go back to the second place under the pressure of rising raw material prices.

In addition, in the face of cruel market competition, because of their small brand effect and weak sense of quality, they lack strict quality control system in the production process.

"Actually choosing a low grade fabric does not mean that clothes will have problems, but it will definitely increase the uncertainty of quality links."

Zhang disclosed that in order to achieve wrinkle free, no shrinkage, no fading and other purposes, low-grade fabrics will add a large amount of formaldehyde dyeing auxiliaries and resin finishing agents in the production process. Clothing enterprises using this kind of fabrics often remove formaldehyde in the process of garment making, resulting in formaldehyde exceeding the standard.

The problem of some famous brand children's clothes is mostly due to the lax supervision of the OEM factories. It is difficult for the enterprises responsible for the sale to investigate the upstream enterprises.

In this regard, Xie Qing said that the quality of clothing found at present is mainly due to the information asymmetry between the upstream and downstream enterprises. While undertaking the responsibility of quality inspection, garment enterprises also need to strengthen the quality supervision and management of fabrics and other related enterprises, and strengthen the docking on the industrial chain.

Reporter's notes -- children's wear market is quality.

The boss of a children's clothing enterprise talked about his original intention of making children's clothes: "when we first started to pform from the foundry enterprise to the brand, our management felt that the clothes sold by children now sell well, whether they are shopping malls or exclusive stores, the prices of children's clothing will be hundreds of times. Children's clothing is an empty white spot in the clothing industry, so we decided to take children's clothing as a breakthrough and pform into a brand oriented enterprise."

After more than 3 years' operation of the brand, the boss was puzzled. He never expected that the children's clothing market in China would be so difficult to grasp.

From the day of the implementation of the brand plan, the company is busy with the recruitment of regional agents. Although the final investment target has been completed, the product has not received a good response at the terminal.

Tens of millions of advertising fees have been smashed into it, and the heavy design team has produced the latest products of one season and another season, and even to the end, the company has adjusted the price of the product, but it still sees no profit.

Where is the problem?

We seem to have found the answer from the mouth of an agent.

Probably more than 1 years ago, just before the June 1 children's day, the brand was detected in the spot check of the local clothing quality inspection department, and the formaldehyde content exceeded the standard. Later, after the mass media coverage, the word-of-mouth in the parents suddenly dropped.

"This is far from the idea of entering the children's clothing industry."

Although the boss does not think he has made a failure decision, he can hear his frustration from his exclamation: on the one hand, the enterprise has already embarked on the road of making brand, and on the other hand, he is more or less complaining about his children's clothing industry.

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In fact, the market of children's clothing today is far from being able to get the world's strength, and R & D, marketing, human resources and so on are only the foundation of brand building.

Compared with other subdivision industries, children's clothing management has its particularity and must strictly abide by the relevant standards formulated by the state.

With the rapid development of the industry and the steady increase of output, the children's clothing enterprises want to get rid of a bloody road. In the final analysis, they still need to win by quality.

If an enterprise ignores the testing link to reduce costs, it will be difficult to pass the strict inspection of the relevant agencies only according to the data provided by the fabric suppliers, and it will be the enterprise itself.