Adult Clothing Profits Shrank By &Nbsp; Fujian Style Clothing "Beachhead" Children'S Wear Market.

With the shrinking of adult clothing profits, children's clothing has gradually become a "plate lunch" in the eyes of related enterprises.

361 degrees Kids expanded the store to 1157 in less than two years. Semir's Barbara children's clothing 2011 turnover is expected to exceed 1 billion 500 million yuan.

At present, Adidas, Nike, Anta, Lining, 331 degrees, seven wolves, Giordano and so on have all entered the children's wear market.

Children's shoes and clothing market is considered to be the last piece of cake in China's clothing market. What will happen to the competition pattern in the face of the strong attack of adult shoes and clothing brands? How can the local children's shoes and clothing brands break through under such an offensive?

Viewpoint

The "gold mine" for children's wear has just been excavated.

According to the survey data, the top three children in the domestic children's clothing market in 2011 were small ADI, small Nike and Barbara, all of which were children's brands dominated by adult shoes and clothing brands.

In addition, more adult shoes and clothing brands include sports brands,

Chen Zhongshi: on the one hand, at present, in the domestic market, the competition of adult shoes and clothing market has reached the white hot. Relatively speaking, the children's clothing market with vast market potential and huge potential has become a blue ocean, attracting the entry of adult brands. On the other hand, at present, there are no national brands or leading brands such as men's wear, women's wear, sportswear and sportswear in the domestic children's clothing market. Only 30% of the market share of domestic manufacturers occupy brand names, and 70% of them have no brand status, which also provides space for the entry of adult brands.

Ding Canyang: with a simple analogy to describe the current phenomenon, adult shoes and clothing market and children's shoes and clothing market is like two different mines. Adult shoes and clothes were first discovered by enterprises, so everyone climbed up together and began to divide the "gold mine". Now the "gold mine" has been separated. Adult shoes and clothing enterprises turn around and find that the "gold mine" in the mining market of children's shoes and clothing market has not been separated, so the U-turn goes downhill and collectively runs to the mine of children's shoes and clothing market.

In another way of thinking, the entry of adult brands is just a point of view that the potential of children's shoes market is very large. The local children's brand is not to exclaim "wolf," but to speed up the climb.

After all, whoever wins the summit first will win the gold medal.

Contend

Is "confrontation" coming?

With strong brand influence, financial strength and channel development ability, when adult brands enter the children's market, what are the implications for the original local children's shoes and clothing brands? Will they face a positive confrontation?

Chen Zhongshi: at present, the impact is not obvious. The market competition has not yet entered the positive "firefight" period.

From the perspective of industry competition, the children's clothing industry of adult sports brand has developed rapidly, including small Adidas, small Nike, and 360 Kids.

However, most of these brands are concentrated in the field of sports children's clothing. Most of the children's brands in Quanzhou are mainly cartoons, fashions and leisure. They take different routes and basically compete in their own subdivision.

Ding Canyang: at present, the children's wear market is still in the era of "cake cutting" instead of "cake grabbing". At present, children's clothing market still has enough space to accommodate the entry of new brands, and more people are looking for new market gaps, creating new brands, which has not directly affected the original brand of children's wear.

In addition, the new brand entry can, to a certain extent, play an incentive role for the original brand, and help to enlarge the children's wear market.

Chen Shuqing: Although the brand of local children's shoes and clothing has not yet felt the impact from the adult brand, however, after all, everyone is competing in a big market.

With strong capital and brand influence, adult brands will seize the opportunity to compete for high-quality resources after entering the rapid expansion period. For example, high-quality advertising, competition resources, superior agents and channel resources will inevitably focus on some powerful big brands.

In fact, such an example has occurred.

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Break through

Expand product line dislocation Market

How do you view the increasingly fierce competition in the field of children's shoes and clothing? How should Quanzhou's local children's brands break through from competition?

Chen Zhongshi: in the face of the strong "attack" of the adult brand, what Quanzhou local children's brand should do is to avoid the "edge" as far as possible, and try to achieve dislocation and differentiation in the market positioning and product design.

For example, at present, most of the international children's brands are on the first and second tier cities. The children's series of domestic sports brands are mostly two or three line cities. The local children's brands in Quanzhou can choose three or four line cities. On the product design, the children's series of adult brands will inevitably extend the original movement and leisure wind of the adult brands. The local children's brands in Quanzhou can break through in cartoon, fashion and other elements.

Adult brands entering the children's wear industry will exacerbate the competition in the children's wear industry. There are bound to be some enterprises coming to the fore, leading brands and competitive brands, and some enterprises will follow the brand and bottom brand. In the face of the new competition situation, the local children's brands in Quanzhou need to refine their positioning more accurately.

Ding Canyang: five or six years ago, the main consumer market of the children's clothing market was "after 70". Now it has been pferred to the "post-80s generation".

"After 80" mother concerns not only the brand, but also the quality, color, style and fashion of clothes, and whether clothes can show children's personality.

Although the brand of local children in Quanzhou is not as famous as the adult brand in terms of brand awareness, after all, it has accumulated nearly 20 years of experience in designing, producing and selling professional children's clothing, and has the advantages of novelty, cost performance and product richness.

The next thing for local children's brands to do is to continue to consolidate their original advantages. Based on the positioning of professional children's products manufacturers, the product line should be expanded continuously, from children's shoes, children's clothing to accessories, stationery, toys and other fields, so as to consolidate and expand the brand consumer groups.

Market needs catfish effect

It seems that adult brands will enter the children's market on the surface.

A catfish with fish as the main food was placed in the fish tank filled with sardines. Sardines felt threatened and became nervous and accelerated to swim, so sardines lived to the port.

The catfish effect comes from this.

At present, adult brands are like "catfish" entering the children's market, which threaten children's brands and promote industrial upgrading.

Local children's brands have to accelerate their pace in product innovation, brand building and channel layout, and the leader brand in the industry or subdivision will also be accelerated.