The Market Structure Of Children's Wear Industry Is Changing.

"New trend" Children's wear The biggest advantage comes from its processing background. brand Often born in OEM children's clothing enterprises, has a good "children's clothing gene." In the next 5 years, the "fashionable children's clothing" should focus on the lower end of the three line. market It is likely that there is something unexpected.

Children's wear industry in 2012: Children's clothing, animation, authorized marketing, trendy children's wear

From the March 2011 brand competition in China International Fashion Fair, and by the end of the year, the major brands announced that they will play their role in the children's wear market in 2012. The Chinese children's wear industry has officially entered the shuffle period in the voice of various innovation modes. In 2012, Children's wear industry The rapid growth of children's brand consumption will become more complicated in China.

　 Children's clothing will be more popular.

During the CHIC2011 period, the number of exhibitors in the children's wear hall for the first time exceeded 100, and most of them were high-end brands in the industry. Among them, the exhibition has more than 10 special booths, the scale has increased significantly compared with the previous sessions, showing the brand children's clothing enterprises' special attention to the exhibition.

Chen Zhicheng, general manager of 360 degree children's clothing, told reporters that the market structure of children's wear industry is changing from the professional exhibitions held everywhere. There are indications that since 2011, the signs of China's clothing industry entering the shuffling period have become more and more obvious, and big brands have aimed at the children's clothing market, which is ridiculed by the industry peers as the "last fat meat" of China's clothing industry.

By the end of 2011, the signals of industry observers had become clearer. Following Metersbonwe's announcement that it will formally launch the brand of the American bond brand in the spring of next year, the bird also announced that its new brand of children's wear will officially come to the domestic market on New Year's day in 2012. The two news shows that in 2012, the clothing chiefs will be officially on the children's wear market.

The intention of these brands is obvious, because the first brand of children's wear industry is balabara. Judging from the performance of Semir, under the slight slowdown of Semir brand growth, the business outlook of its children's wear brand balbala is still good, and has also continued the rapid growth trend of Semir in recent years. In 2012, the success of the Semir model will surely lead to more successors. {page_break}

　 Animation marketing competition intensified

In early 2011, Li Guo children's wear formally signed with the two internationally renowned animated characters, "multi A dream" and "Transformers". Lin Weijian, chairman of Li Guo, said that the international animation brand is aimed at synchronizing the cartoon and fashionable children's clothing market at home and abroad, and further providing the local consumers with reasonable price of legitimate cartoon fashion children's wear.

Of course, the interpretation of the brand licensing mode to the extreme is also called PhD frog. Thanks to the sales performance brought by agent brands such as Harry Porter and tennis prince, Dr. frog has achieved the national market layout in just a few years and landed on the Hong Kong stock market with excellent profitability.

If we follow the road authorized by foreign anime and image, the latecomers will be in a competitive position for a long time. So in 2011, some brand enterprises or denounced heavy gold hire professional animation team to create exclusive cartoon image, or cooperate with the independent cartoon brand, the purpose is to use the animation image in the minds of consumers to establish the brand image of the enterprise.

In Fujian, brand children's clothing enterprises such as Europe and America dragon group and Green group have developed this brand marketing new idea. In fact, hand in hand animation industry to avoid homogenization competition has become a children's products enterprises, including children's clothing brand enterprises in recent years, the new choice. But from another perspective, in 2012, children's wear brand marketing mode will become extremely difficult. After all, the establishment of cartoon image and the management of children's wear brands are two industries. At present, the relationship between children's wear brands and animation industry has become more closely linked. This trend has raised higher requirements for the relatively scarce children's wear design talents. Regardless of the restrictions of the animation platform, it is enough for enterprises to find qualified transboundary talents. {page_break}

　　 Another market force

In fact, in addition to the United States and the good news birds, in Fujian Shishi, Guangdong, Dongguan, Foshan and other places, there are a large number of foreign trade processing enterprises want to enter the Chinese children's clothing market in 2012. It is undeniable that the concentration of children's clothing industry in China is not high enough, and is still at the initial stage of branding. For the listed companies to improve their performance or OEM enterprises transformation, children's clothing industry is a great opportunity.

In early 2011, a group of independent children's clothing enterprises emerging from Dongguan were very eye-catching on CHIC2011. The brand new children's clothing represented by rabbit logo, master's cat and three point water has attracted the attention of many agents in the fashion and fashionable children's clothing area. These enterprises express their "fashionable children's clothes" by showing the children's understanding and yearning for fashion through fashion color matching and succinct fashion design, so as to create a cute, smart and lively childhood memory.

Compared with other children's clothing, the products of "fashionable children's clothing" have no outstanding breakthroughs in terms of fabric, color, style and so on. The "new" brand of "fashionable children's clothing" is greatly related to the brand age. In terms of brand age, many brands are brand built in the past 5 years. The biggest advantage of "fashionable children's clothing" comes from its processing background. These brands are often born in OEM children's clothing enterprises and have good "children's clothing genes". In the next 5 years, if the "fashionable children's clothing" focuses on the low-end market below three lines, it is likely to have unexpected effects.

The new rules of the game are ready to come out.

Looking back at the news of children's clothing industry in 2011, many people will be surprised to find that quality safety is still the most concerned topic in the market. At a professional meeting in late 2011, the head of the national clothing Standardization Technical Committee said that the overall standard system for children's clothing in China has yet to be improved. In the next two or three years, the mandatory national standards for children's clothing safety will be declared, and the pH value, color fastness, safety and environmental protection of children's clothing should be standardized, so as to improve the safety performance of children's clothing in China.

From the perspective of consumers, the introduction of these series of standards is the necessary behavior of the country to standardize children's clothing market from the source of production quality. On the other hand, from the perspective of children's clothing enterprises, these moves mean that the threshold of children's wear industry will be promoted again. In the next two or three years, news about the quality of children's clothing will always be heard.

Thus, at the beginning of the end of the year, when the clothing industry is pouring into children's clothing, who will be the master of the future children's clothing market?