Children'S Clothing Industry Is Facing A New Shuffle

It is understood that at present, China has more than 200 million close to 300 million children and will increase 10 million newborns every year, and there are more than 6000 children's clothing enterprises in China, less than 10% of the total number of clothing enterprises in the country, and the output is only about 6% of the total output of clothing in the country.

With the joint announcement of Haier group and Xiamen Huarong group, more than 3000 Haier brotherhood products stores will be launched 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.

China's children's clothing 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,

Domestic children's wear

Still looking up and down

The children's clothing industry in China basically formed in 2000 around Foshan, Guangdong, Huzhou, Zhejiang.

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 concentrated in the vast market of the central and western regions of China. He is ordered by children wholesalers from all over the place. 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

Children's clothing quality

Not allow to ignore

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.