Enter The Market Of Luxury Children'S Clothing &Nbsp;

In the city street of Nancheng street in Dongguan, the brand of 360 degrees has opened a children's wear shop.

In fact, not only is the 31st degree, but some famous brands such as the seven wolves, the three point water (Kangnai) and Anta have already entered the children's clothing market.

Moreover, some major international brands, such as NIKE, ADIDAS, BabyDior, D&Gbaby, ARMANI Junior, also extend their tentacles to children's wear.

Against this background, the clothing industry generally believes that in 2012

Advantages: Children's clothing brand concentration is still not high.

"I think there is competition in the children's clothing market in the domestic clothing market in 2012, but it seems that" the scenery here is good, "at least in theory.

Jiang Shiqiong said.

At present, the pattern of children's clothing market in China is roughly the same as that of domestic and foreign brands, and only about 30% of the market share of domestic manufacturers occupy 30%, and most of them are in the one or two and three categories.

In fact, in 2011, Dongguan's brand children's clothing "little pig banner" has successfully entered the "ten famous children's clothing brands in the country", but the price of each set of clothing is generally around 100 yuan ~250 yuan, and the positioning of the product is still "

The clothing industry association of Dongguan revealed that despite the fact that there are more than 20 famous brands of children's clothing in the town of Cha Shan and Humen Town, which have a high degree of brand name and children's popularity, the price of children's clothing is generally between 600 yuan ~800 yuan and even 1 thousand yuan.

However, reporters learned that the brand children's clothing compared to other general brand children's clothing, sales are smaller.

Challenge: buying or copying models will be eliminated.

However, in the face of big opportunities for gold digging,

In addition, the market rule of ebb and flow will expose its ruthless side. 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 sought quantity and quality, and enterprises that did not pay attention to operational norms or brands would not be spared, and were easily eliminated.

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, it objectively sets out the comprehensive strength and brand 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.

According to industry sources, in fact, the design of children's clothing in Dongguan is less expensive.

A person familiar with the clothing industry in Dongguan said, "to some extent, the" copy "situation is more common.

In the first two years, the situation of copying Japanese and Korean styles is more.

This may be because many people have entered the stage of visual fatigue.

Trend: high-end, luxury children's wear brand will be born

It is worth noting that 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.

Jiang Shiqiong believes that 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 clothing market will be further expanded in 2012. Not only will there be a large number of enterprises in the market of infant's clothing or teenage clothing, but also the brand of children's wear will also be born. High-end and even luxurious children's wear brands 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 a new channel choice for children's clothing brand management.

In fact, the luxury brand children's clothing of Cha Shan's rice is very hard because of its relatively high price.

"This is also related to the marketing strategy of enterprises.

with

Suggestion: control four major resources

The clothing industry believes that it is first to familiarise themselves with the rules of the Nuggets Game to open the password of the Nuggets children's clothing industry in 2012.

In fact, from the theoretical point of view or from the market feasibility, children's clothing is undoubtedly a new growth point in the clothing industry and the clothing market. But for the new entrants, is the market of children's clothing as bright as it appears? What are the risks and challenges faced by children's clothing brands in 2012? How to unlock the codes of the 2012 children's clothing market?

Jiang Shiqiong believes that first is familiarity with the rules of the game.

We should consider whether the enterprise has the corresponding resources, especially children's clothing research and development resources, market resources, human resources, financial strength and other four aspects of resources.

In addition, Jiang Shi hung suggested that enterprises involved in brand children's clothing should pay special attention to "Research on target market and consumers, and cultivate breakthrough resources such as thinking, learning and matching".

Does Dongguan brand children's clothing enter into luxury brands?