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Children'S Clothing Industry Is Facing A New Shuffle

2012/2/15 16:15:00 38

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It is understood that China currently has more than 200 million close to 300 million children, 10 million new babies will be added each year, while the number of children's clothing enterprises in China is more than 6000, less than 10% of the total number of clothing enterprises in the country, and the output accounts for only about 6% of the total clothing output of the country.

With the joint announcement of Haier group and Xiamen Huarong group, more than 3000 Haier brothers children's products stores will be launched in the whole country in 2010.

This indicates that after the entry of foreign brands and fashion brands into China's children's wear industry, the capital of other industries has begun to enter children's clothing industry.

There is no doubt that our children's clothing market will further intensify competition.

Foreign brand children's wear

Occupy the market in a big way

At present, in China's Beijing, Shanghai, Guangzhou and other tier cities, as well as Chongqing, Chengdu and other second-tier cities in the major shopping malls, foreign brands of children's clothing counters are everywhere.

Our country

Children's wear

The market, especially the high-end market, is basically the world of foreign brands.

Mickey Mouse, Babu bean, Garfield and other foreign brands occupy a prominent position. More and more consumers are becoming accustomed to foreign brands with strong Western flavor.

It is understood that in China's children's clothing market, foreign brands of children's clothing accounted for more than 50%, the real brand of domestic children's clothing accounted for only about 10% of the children's clothing market.

This situation really makes our textile and garment industry, especially children's clothing industry insight to feel extremely embarrassed.

In addition, the price of foreign brand children's clothing is generally 1 to 2 times higher than that of domestic brands at the same level.

But it can still occupy half of the children's clothing market. The reason is complicated, but in general it is also a result of various factors.

From the analysis of the composition of consumers, it is not difficult to find that the parents of children nowadays are mostly the only children of the first generation in our country, that is, the "two generation" after the so-called "one generation" in some media.

Most of the parents of these children were born after 1980. With the deepening of China's reform and opening up, their consumption outlook has changed a lot.

For children's clothes which were not valued before, they gradually began to attach importance to the brand, style and quality of children's clothing.

Moreover, some children, especially large and medium-sized cities, have begun to pursue famous brands.

clothing

。

More and more parents are willing to buy their fashionable brand children's clothing. The trend is rising, even if the price is high and it takes only a few months to wear it.

This is one of the reasons why foreign brand children's clothing occupies half of the market in large and medium-sized cities in China.

At the same time, we have to admit that our children's wear industry starts later than foreign brand children's clothing.

Therefore, the objective gap still exists.

For example, the foreign brand children's clothing is first of all obvious cartoon effect in style, novel and unique, strong sense of fashion and strong visual impact.

At the same time, it is lively and exaggerated in the design of the patterns and the use of colors.

It can well grasp the psychology of children's consumer groups and arouse their desire to buy.

Advanced design and complete variety are another important factor to attract consumers from foreign brand children's clothing.

After decades of operation and development, foreign brand children's clothing has already formed its own complete system.

Its products from T-shirts, jackets, thin sweaters, trousers, skirt, vest, suit and so on, almost everything.

From inside to outside, from head to toe, from home to outside, to school, all children's series have everything.

This has a larger choice for consumers.

Moreover, the foreign brand children's clothing has better marketing consciousness and perfect marketing means than the domestic children's clothing.

Take the June 1 children's day in 2011 as an example. A foreign brand store in Chengdu not only carefully arranged the style of the shop to match the festive atmosphere of children's day.

We have also launched a series of promotional activities, which greatly improved sales.

In addition, the density of foreign brands children's wear and rolling media and print media is far higher than that of domestic children's wear brands.

So the market share of foreign brand children's clothing is also rising.

Domestic children's wear

Still looking up and down

In 2000, China's children's clothing industry basically formed four production bases, namely, Guangdong Foshan, Zhejiang Huzhou, Fujian Shishi and Wuhan.

However, as the market competition intensifies, it is affected by geographical location and industrial chain.

Shishi and Wuhan's children's clothing industry is gradually weakening, while Foshan and Huzhou continue to grow bigger and stronger.

At the same time, the children's clothing industry in Dongguan is also one of the new rising children's clothing bases.

However, throughout the domestic children's clothing market, the real sense of the domestic brand has not yet formed.

This is mainly due to the fact that the scale of children's wear enterprises is generally small, and OEM, miscellaneous and unlicensed factories are still more.

As well as a serious lack of designers in children's clothing enterprises, a series of factors such as serious competition among enterprises.

Zhou Liming is the head of a children's clothing factory in Zhejiang. His factory now has nearly 200 workers.

But over the years he has not considered building his own brand.

His current business scope is mainly

focus

In the vast market of central and Western China, children's wholesalers from all over the place give orders to him. He produces products in a short time by virtue of his own industrial chain advantage.

In Zhou Liming's own words, it is possible to complete industrial matching in less than a kilometre from the design of surface accessories, printing, embroidery and buttons to garment manufacturing.

If customers look at a new model, from proofing to mass production, it will only take 2 or 3 days.

The flexibility advantage of small children's clothing enterprises is that Zhou Liming has good flexibility in the children's wear industry.

However, there are few designers in his factory, the style is basically imitation, and the production of products is much more rough than that of large enterprises.

Although the price of his children's clothing is low and sales can still be done, the problem that Zhou Liming has not realized is that the rough products, the design is plagiarized, and the lack of brand personality and brand culture will directly lead to weak competitiveness and market share will gradually shrink.

There is no doubt that our children's clothing industry is now changing to the stage of "brand consumption".

If Zhou Liming does not adjust his business ideas in a timely manner and strengthen the cultivation of his children's clothing brand, the final result of his factory is probably "bad luck".

Most of the people in the industry still remember that in 2010, the children's clothing products in our country were frequently asked by the European and American countries and regions to pull the rope, which caused the children's neck to be threatened by lightning, small parts, flammable and harmful substances.

In fact, this is only because of the outbreak of the financial crisis, the European and American countries and regions themselves are in poor economic condition, and for the purpose of protecting their own enterprises, various forms of trade protection measures have been adopted to restrict the import of Chinese textiles and clothing. Recall as a form of technical barriers has been increasingly adopted.

However, although such recall is the background of trade protection, the factors of children's clothing export enterprises can not be ignored.

For example, most children's clothing manufacturers in China do not have high professional knowledge and pay little attention to their own training.

In the face of product orders, we can not make rational judgments in time.

Simply think that as long as the production of products according to customer requirements, and thus do not understand the relevant technical standards of European and American countries and regions.

In addition, when some children's clothing export enterprises sign contracts with foreign customers, they do not pay much attention to making a clear agreement on the conformance and responsibility of the design of the products themselves, which has led to the loss that the children's clothing export enterprises have been totally avoidable, and this situation is not uncommon in China's textile and garment industry.

This is a very regrettable thing.

In addition, children's clothing industry in China lacks their own design talents, which is also one of the reasons leading to the poor competitiveness of children's clothing products.

In addition, children's clothing enterprises themselves do not pay attention to the cultivation and reserve of reserve talents, which eventually leads to the fact that most children's clothing enterprises in China mainly imitate foreign design.

This is also a reason for the responsibility of our children's clothing enterprises.

In a word, children's clothing enterprises in China have been moving slowly towards brand and high quality.

To a certain extent, this pace is somewhat slow, but the situation will be greatly improved only if we keep moving forward.

Expert analysis

The quality of children's clothing should not be ignored.

Talking about the quality of children's clothing in our market, anyone with insight in the industry can not help thinking that this is a "big problem".

Take Guangdong Province as an example, this is a large province of children's clothing production in China, accounting for more than 30% of the total output of the country.

But over the years, children's products, formaldehyde, pH value of toxic dyes and other incidents have repeatedly appeared in newspapers.

According to the results of the sampling survey of children's clothing announced by the industrial and Commercial Department of Guangdong Province, the quality of children's clothing in Guangdong province has been hovering at low qualification rate for 5 years, only 30% qualified at the worst time, and nearly 40% failed at the best time. The average pass rate of 5 years is only about 60%, and even many carcinogenic substances such as excessive toxic aromatic amines have been sampled.

The publication of these materials is not only shocking, but also severely compromises the confidence of consumers in buying children's clothing products and affects the sales of children's clothing.

In fact, as the second layer of children's skin, the quality of children's wear has always been the most concerned problem for consumers, and it is also a problem that children's clothing manufacturers need to raise most.

According to the relevant experts, the main reason why the quality of children's clothing in China has been unable to go up is that children's clothing has not been included in the production license catalogue, and the threshold for children's clothing production enterprises is very low.

At the same time, the relevant functional departments of children's clothing sampling density is relatively low, did not achieve the regulation of the entire market.

In addition, because the scale of most children's clothing production enterprises is small, it also objectively causes the difficulty of children's wear industry supervision.

At present, the prices of raw materials such as cotton and wool have been rising.

In order to save costs, some enterprises quietly use low-priced inferior fabrics to carry out children's clothing production.

Children's wear market is like a huge cake attracting more and more capital and enterprises.

At present, the children's clothing market in China is experiencing an unprecedented good development situation. But if children's clothing enterprises do not strictly grasp the quality of products, children's clothing enterprises without design advantages, quality and quality, and no attention to operational norms or brands will inevitably be eliminated in the competition by the market mercilessly.