Jiang Shiqiong: Children'S Clothing Brand "Nuggets" 2012

In 2012,

At present, capital has entered the children's clothing industry, some well-known local shoes and clothing brands, such as seven wolves, three point water (Kangnai), Anta, 361 degrees, etc. some international big names, such as NIKE, ADIDAS, BabyDior, D&Gbaby, ARMANI Junior, have extended their tentacles to children's clothing field.

Some local adult clothing brands such as Ordos children's clothing, some foreign trade clothing enterprises, such as Ningbo Bai Mu, as well as clothing B2C online shopping company fan Ke pin pin and Mcglaughlin, also regard children's clothing as one of its main businesses.

Home appliance giant Haier even moved into the children's clothing market with the influence of animated cartoon "Haier brothers", and determined to build the "Haier brothers" into the first brand of children's products in China.

The industry generally believes that the children's clothing brand will carry too much hope and expectation in 2012, and the famous marketing expert Jiang Shi hung boldly predicts that "children's clothing is the last piece of cake in the clothing industry".

I think children's clothing in the domestic clothing market in 2012.

So far, there are no national brands or leading brands such as men's wear, women's wear, casual wear and sportswear in China's children's wear market.

At present, the pattern of children's clothing market in China is roughly the same as that of domestic and foreign brands, while only 50% of the market share of domestic manufacturers occupy 30% of the brands, and most of them are in the one or two and three categories of urban markets; 70% are in a state of no brand and widely distributed in the rural market.

Almost all of the foreign brands occupy 50% of the market share in the first tier central cities.

Although there are also children's wear brands in the one or two or three or four markets, and children's clothing brands in different districts, so far, the brand concentration of children's clothing is still not high, which provides an opportunity for the reshuffle of children's clothing brands in the domestic market in 2012, and also makes the birth of the leader brand possible.

The competition of "children's clothing craze" in 2012 is far more heartbeat and more influential than ever before.

In this round of "children's clothing craze", three children's garments in Zhejiang, Fujian and Guangdong will play the leading role in the domestic market.

At the same time, Shanghai and Beijing will also become an important bridgehead for foreign brands to enter the domestic market.

Adult clothing brand or single product brand extends to children's clothing industry, has mature brand operation ideas and market experience.

At the same time, the entry of foreign trade enterprises also has foreign advanced operation mode and strong design power.

These participants can make domestic children's wear brand management more rational and mature, and will further promote the competition of children's clothing market in China. This can be said that this is the real arrival of the era of children's clothing brand management in China.

The market rule of ebb and flow will also expose its cruelty. The survival of the fittest will spread from small and medium-sized enterprises to larger enterprises or brands. Many enterprises that originally converted from the wholesale market to urban brands will bear the brunt. Many of them did not have the advantage of design, they only wanted quantity and quality, and enterprises that did not pay attention to operational norms or brands would not be spared.

In addition, due to the continuous maturity of the domestic market and consumers, new requirements for R & D design of children's clothing are put forward: simplicity, practicality, childlike interest, comfort and environmental protection.

The design pattern of buying or copying will be eliminated.

At the same time, with the relative maturity of the domestic brand market and the choice of the "post-80s" to the mature brand, the objective is to put forward new requirements for the comprehensive strength and brand concept of the original design, market segmentation, brand positioning, brand image, terminal operation, marketing level, product strength / brand power / operation ability of the children's wear brand.

And children's clothing brand or children's clothing enterprises can only stand out in these areas, so that they can stand out in the minds of the market and consumers.

The brand positioning of children's clothing enterprises in China has gone through a relatively extensive and vague process. At present, most of the children's clothing enterprises are concentrated in the middle and large children, but little attention has been paid to infant or juvenile clothing, and most of them are still concentrated in the middle and high grade.

With the increasing competition in the middle and upper class children's wear market and the increasing consumption level of people, the fine differentiation of children's wear market will be further expanded in 2012. Not only will there be a large number of enterprises in the infant clothing or teenage clothing market, the brand of children's wear will also be born, but the high-end or even luxurious children's wear brand will also emerge as the times require. This is not only a good opportunity for foreign brands to enter, but also an opportunity for children's brand new entry and opportunities.

In 2012, when children's clothing was paying attention to affordable prices, the service of the brand entity terminals and the convenience of online shopping became the new trend of children's clothing consumption.

On the one hand, experience marketing enables children's life hall to come into being and is accepted by mature brands. On the other hand, Internet marketing makes shopping websites B2B, B2C and even C2C become new channel choices for children's clothing brand management.

Open the 2012 password.

Theoretically or from the perspective of market feasibility, children's clothing is undoubtedly the new growth point of the clothing industry and the clothing market. But for the new entrants, is the children's clothing market as bright as it looks? What are the risks and challenges faced by the children's clothing brand in 2012? How to open the password of the 2012 children's clothing market?

I think the first is familiarity with the rules of the game.

We should consider whether there are corresponding resources, such as children's clothing R & D resources, market resources, human resources, financial strength and so on.

The two is to study the target market and consumers.

Maybe enterprises have done clothing and brand, but do they have to do market research on children's wear, children's clothing brand, children's clothing market and children's clothing? No matter how successful the enterprise has been, children's clothing brand management has its particularity, children's consumption has its complexity, it is not clear that the once inertia thought may hurt the new project of children's clothing brand.

The three is to break through the habit of thinking.

This round of children's clothing entrants, most of which have their brilliant, their normal thinking is to consolidate the original business or the original industry, and develop new business areas on this basis, that is, children's clothing brand projects.

Four, we should pay attention to learning.

The reason why the new project is new is that it is completely strange or unfamiliar to the enterprise.

If there is not enough market knowledge accumulation and research, lack of common knowledge of the brand, no relevant knowledge gives the criteria of judgment and selection. When facing professional advice, the decisions of enterprises will be out of tune.

At the same time, if decision-makers do not have the relevant knowledge, do not respect the objective laws such as market and industry, they should rely on their own preferences.

The five is to build matching resources.

The new children's clothing project is far from being a professional professional manager or project leader. It also includes matching new mechanisms and new team building, market research, professional knowledge, effective information channels, communication channels and the matching standards and decision-making level.

Six, we must make decisions professionally.

The professionalization of decision-making is a guarantee for the effective, orderly and effective development of new projects.

For managers, especially decision makers, "professionalism" is a concept and thought, a perception and vision, a spirit and attitude, a way of thinking and a process of doing things. It is a decision-making level.

Seven, the operation process is clear and efficient.

Brand management is a systematic project with antecedents, processes and consequences, as well as sequels. Therefore, business operations must have a certain process.

Its purpose is simple, clear and efficient.

Too arbitrary, too dogmatic.

The eight is confidence protection.

Children's clothing brand building can not be accomplished overnight, and may encounter various problems or crises in the course of operation, and whether these enterprises can bear it. The enterprises should provide enough confidence and guarantee for the operation team, joining customers, suppliers and target consumers.

The nine is the "bu" non business unit.

In recent years, the word "bu" has appeared frequently in the clothing industry.

In terms of children's wear industry, is the children's clothing department really worthy of the name?