Children'S Clothing Industry: 2012 Of The Brutal Competition

Some people have compared the children's clothing market to the last piece of cake in the Chinese clothing market. Now this cake is encountering both domestic and foreign markets.

2012 of the brutal competition

At present, all kinds of capital have entered into the children's clothing industry.

Marketing expert Jiang Shiqiong believes that domestic clothing in 2012

It is understood that so far domestic

Jiang Shiqiong believes that the competition of "children's clothing craze" in 2012 is far more heartbeat and more influential than ever.

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.

Running children's clothing in front

In this race to cake, sports brand is the most agile.

The agent of a sports brand children's clothing said, compared to the adult market, the temptation of children's market is that children are in the period of rapid physical growth, and their dressing speed is faster than that of adults.

Now many parents are "70 after" and "80 generation". They have a new consumption concept and are willing to spend money on children. The market potential of children's wear is huge.

As early as 2001 and 2002, the international sports brand Adidas and Nike had begun to enter the children's wear market respectively.

In the domestic sports brand, Anta is an early entry into the children's clothing market.

It is understood that Anta children's wear brand - KIDS, founded in 2008, mainly faced with children aged 3 to 14 years old, whose products are mainly sports and lifestyle two styles, including clothing, shoes and accessories, which can fully meet the needs of children's daily schooling, sports, travel and other occasions.

Anta's 2010 annual report shows that Anta KIDS has maintained rapid growth in 2010, and the number of Anta KIDS brands has grown to 383.

Another well-known sports brand, XTEP, also announced its plan to expand children's wear and children's shoes business in the mid-term report released in August 2011.

In fact, as early as 2006, XTEP signed a cooperation agreement with the US Disney company, and entered the market of children's shoes and clothing with the help of the Disney brand "curve".

According to the cooperation agreement, XTEP obtained the right to use all cartoon characters including Disney, Mickey Mouse and Donald Duck in the mainland of China, including sports shoes, sportswear, hats and other sporting goods products. XTEP is also responsible for the R & D, production and sales of Disney brand products.

Disney is focused on product quality supervision. Apart from sending special quality inspectors to XTEP, he will conduct spot checks on Disney brand products in the domestic market.

In addition, Disney is also involved in product R & D and design. According to the latest international trend, designers are sent to assist XTEP in the research and development of new products.

The experts said that children at the age of 3 to 14 years of age, exercise is large, the body is in the development stage, so sports children's clothing, in addition to the style, attention should also be paid to sports protection and other issues.

Compared with adult clothing, sports children's clothing is still in its initial stage, and the market space is very large.

Professional sports protection can only provide sports brand with professional ability, and the inherent advantages of sports brand can clear technical obstacles for its entry into children's wear market.

In addition, in recent years, the overall development of the sports brand market is slowing down, and all sports brands are looking for new profit growth points.

As an adult sports brand, Anta, XTEP and 361 degrees will develop to a certain extent. It is bound to expand the children's clothing market with great potential to the surrounding market, and naturally become the best choice for expansion.

The latest research report on children's products market shows that the annual growth rate of children's clothing market in China is about 16.7%. By 2011, the overall scale of domestic children's products market will exceed 100 billion yuan.

Domestic marketing circles generally believe that with the involvement of local sports brands such as Anta, XTEP and 361 degrees, the domestic children's wear market will be reshuffled, and it will be beneficial for standardizing the development of the children's wear market.

Opportunities for new entrants

However, in the fierce competition of the children's wear brands, there are many problems in the domestic sportswear brand.

First, the movement of children's clothing is still pushing the concept stage, the real degree of professionalism is far from enough; two, children's clothing age division is not meticulous, compared to young children, middle and large children's clothing design is more confusing, the concept of children's clothing market is more vague; three, product homogenization is serious.

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It is understood that children's sports dress relative to adults, is not professional enough.

When adults participate in various sports, they will wear different clothes and prepare different equipment, while children are still at a very early stage. The real sports children's clothing should have many professional details in design. Therefore, professional sports children's clothing is actually a relatively blank area, which has a large market space.

At the same time, children need more protection in sports because of their growth. Sports protection is relatively more technical and professional. The current sports children's clothing brand is not in place in this regard, and this part of the market has not been developed.

On the other hand, there are many children's clothing enterprises in China doing excellent clothing for children's clothing, but few children's clothing enterprises can make Chinese children's clothing styles distinctive.

Because the design scale of Zhongda children's clothing is hard to grasp. Children of this age group have both naughty characteristics and mature side.

At present, few designers in China can well grasp the mixture of naughty and mature children.

The defects of children's clothing practitioners seem to be opportunities for new entrants.

People in the industry believe that if the clothing companies with adult clothing brand or single product brand background enter the children's clothing industry, mature brand operation ideas and market experience will give these enterprises a smooth pformation and earn enough weight.

The entry of foreign trade enterprises has advanced operation mode and strong design force.

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, we have objectively updated the comprehensive strength and brand concept of the original design, market segmentation, brand positioning, brand image, terminal operation, marketing level, product strength, brand power and operation ability of the children's wear brand.

This also makes the majority of children's wear enterprises start again on the same starting line.

In China, the brand positioning of children's wear enterprises has undergone a relatively extensive and vague process. At present, most of the children's clothing brands 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.

In theory or in terms of market feasibility, children's clothing is undoubtedly a nugget to the clothing industry, but for new entrants, the competition for children's clothing market in the new year will be more and more cruel, who can get a piece of the soup, only the market will finally give the answer.