Children'S Clothing -- The Last Piece Of Cake In The Clothing Industry Market

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, 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.

In the 50% market share of foreign brands, almost all of them are concentrated in the 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.

In fact, Dongguan in 2011.

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 the big gold mining opportunities, the development mode of children's clothing brand is different. Jiang Shi hung believes that clothing brand or single product brand extends to children's clothing industry, and has mature brand operation ideas and market experience.

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

These participants can make the brand management of domestic children's clothing become more rational and mature, and at the same time, it will further promote the competition of children's clothing market in China, which can, to a certain extent, spawn the coming of the era of children's clothing brand management in China.

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, 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.

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, tea mountain's

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

Take Dongguan as an example, the city of nearly ten million people can accommodate supermarkets with luxurious children's clothing brands, and is not home to 1~2. "

Dongguan Clothing Industry Association believes that even the capital of Beijing, this luxury brand children's clothing sales are not very good.

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".

For the Dongguan brand children's clothing, whether to enter the luxury brand children's clothing or have the ability to March, the Dongguan clothing industry analysis said: "at present, the pig is rich in money and has a high reputation, to a certain extent, has the ability to enter the luxury brand children's clothing, and for the first time, the status of Mito's positioning in the high-end brand children's clothing, although it is very difficult at present, it does not rule out its possibility of success in the future."