The Last Piece Of Cake In The Clothing Industry &Nbsp; 2012 The Golden Nuggets Of Children'S Wear Brands.

In 2012, Children's wear More than ever in the past, it can arouse the attention and excitement of enterprises. A round of children's clothing Nuggets will be launched in full swing.

At present, all kinds of capital have entered into the children's clothing industry. brand Such as seven wolves, three point water (Kangnai), Anta, 361 degrees, and so on. Some international big names, such as NIKE, ADIDAS, BabyDior, D&Gbaby, ARMANIJunior and so on, have extended their antennae to the field of children's wear. 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".

Reasons for child Nuggets

I think in the 2012 domestic clothing market, children's wear market still exists. compete But it seems that "the scenery is good here", at least in theory.

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, children's brand is still not high up to date, which is the brand of children's clothing in the domestic market in 2012. Shuffle the cards It provides an opportunity, but also makes the birth of a 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 rough and vague process, which is still concentrated in the middle and large children, while young children or young clothes are rarely involved, and, as far as prices are concerned, most of them are still 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 entering the infant clothing market 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 a new brand of children's clothing entering and doing something in China. Opportunity 。

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.