The Last Piece Of Cake In China'S Children'S Clothing Industry

When the category begins to subdivide, it shows that the competition of this category has begun to turn white hot.

Total war has begun.

"There are indications that since 2011, the signs of China's clothing industry entering the shuffling period have become more and more obvious, and big brands have aimed at the children's clothing market, which is ridiculed by the industry colleagues as the last piece of fat in China's clothing industry.

Chen Zhicheng, general manager of 360 degree children's clothing, said in an interview with reporters recently.

In fact, when children's clothes are excavated as the last piece of cake in the clothing industry, they carry too much hope and expectation.

In recent years, as adult clothing consumption has become saturated, adult brands at home and abroad have extended their tentacles to the field of children's wear.

International brands such as NIKE, ADIDAS, BabyDior, D&Gbaby, ARMANI Junior and so on, domestic brands such as Shanshan, Semir, Metersbonwe, good news birds, seven wolves, Bosideng, Jiangnan Buyi, Lining, 361 degrees, Anta, etc., as well as some foreign trade enterprises, such as Ningbo Bai Mu, or pushed from the main brand, or through agents, the acquisition of children's clothing brands at home and abroad.

There is also clothing B2C online shopping company will also be children's clothing as one of its main business, all guests and Yang Yang jointly promoted "lamb Sean", "garden baby" series of children's clothing.

In addition, the appliance giant Haier has entered the children's clothing market and is determined to make the "Haier brothers" the first brand of Chinese children's products.

Adult clothing brand or single product brand extends to children's clothing industry, has mature brand operation ideas and market experience.

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

These participants will make the domestic brand of children's clothing more rational and mature, and will also promote the competition in the domestic children's clothing market.

On the one hand, the new entrants are ambitious, while the other is the first entrant.

They may have difficult successors or those who will overthrow them.

The cake of children's clothing looks very beautiful, but there are many serious injuries. "Chewing down" is not easy to imagine.

In fact, although the new children's wear brands are springing up every year on the CHIC, children in the children's clothing industry still see that many exhibitors have faded away from CHIC.

Behind the lush appearance of children's clothing industry, not every brand's life is so good.

"It was a partial war before, but now it is a total war."

Wu Kaile, general manager of Jimmy children's clothing, described the competition in children's clothing market as a "war" and thought it was instantaneous.

"If we use traditional ideas to develop the children's clothing market, we will die."

Children's clothing entered the subdivision stage.

11 thousand square meters, more than 120 high-end brands.

Such a group of data on CHIC2012 once again confirms the strong rise of children's clothing brand.

CHIC2012, children's wear hall is divided into eight characteristics area.

"When the category begins to subdivide, it shows that competition in this category has begun to heat up."

This is a consensus in the clothing industry.

From this, we can see that children's clothing market is not "fairy tale kingdom". After the market has been subdivided more and more, the separation of children's clothing industry has expanded from local to the whole industry.

"You can run at every hour, but you can't run away."

Huang Liangsheng, a general manager of small leather, looks like a joke, but it is the mood of many brand operators in the children's clothing industry now.

In children's clothing industry, "speed" is the most talked about word.

Because in the majority of the industry, the era of children's clothing industry has already arrived. In the next 3-5 years, there will be one or two or three line brands of children's clothing. Therefore, it is a good time to accelerate competition for the market.

With the increasing competition in the high-end children's wear market and the increasing consumption level, children's clothing market will be further differentiated in 2012.

Not only will there be a large number of enterprises entering the infant clothing or junior clothing market, the brand of children's wear will also be born, but high-end or even luxurious children's clothing brands will emerge as the times require.

This is not only an opportunity for foreign brands to enter, but also an opportunity for new brands of children's clothing to enter.

In 2011, Wenzhou launched 3 high-end children's clothing brands such as tinkling, jumping fish, Vero Wailo and so on.

Unlike the popular fashion children's clothing brands such as balbala, red, yellow and blue, these new children's clothing brands "love" are on the high-end market.

French designer I Cassidy believes that the demand for high-end children's clothing is relatively large in China, and many high-end children's clothing has not yet entered the Chinese market on a large scale.

If you choose to run high-end children's clothing at this time, it's a good time.

Tinkling general manager Chen Jun in an interview, confidently said, at present, the domestic high-end children's wear brand market is basically occupied by foreign brands, Ding Ding Ding hopes to become the first domestic brand to occupy this part of the market.

In addition, in the past two or three years, Adidas, Nike took the lead, Anta, 361 degree, and Lining followed up. With the help of sportswear, a broad mass base and a good brand name, successful brand operation experience and market channel resources, as well as sportswear demand for children's wear, promoted the rapid development of sports children's wear pieces at the speed of thunder.

Lv Zhiyong, executive vice president of paramount, told reporters that in a short year, Lining's children's wear has opened more than 200 stores in more than 20 provinces and cities nationwide.

A endurance run

Children's clothing is a "low threshold", but it needs to be invested in famous brands.

"Low threshold, low profit", "quick entry and quick going" are the views of many people in the industry who are deeply involved in children's wear industry. This is why children's clothing attracts a large number of enterprises with various backgrounds to enter, but it is very difficult to produce the leading brands.

The opposite of "low threshold" is "low profits".

"Low unit price and low profit make children's clothing flat and low, so children's wear has always been the highest level in the shopping malls. At the same time, children's clothing can't get into the mainstream business circle because it can't pay high rent and pfer fees, and can't compete with adult clothes to occupy high-quality resources.

At the same time, Benali, director of marketing forestry, also said that brand children's clothing channels can not sink to the counties and cities so far, which also makes the channel of brand children's clothing Limited.

Unlike adults, there is a "two consumption" phenomenon in children's clothing consumption. Buyers are not the wearers themselves. Therefore, the brand promotion of children's clothing should be targeted at what kind of people.

At the same time, with adults in television, street signs and other advertising resources in the scramble, children's clothing enterprises often because of small size, low profits, it is difficult to seize high-quality resources.

These "hard injuries" have become a stumbling block for children's clothing stride forward, and also become a pressing problem for children's wear brands.

In addition, with the relative maturity of the domestic brand market and the choice of the "post-80s" to the mature brand, the objective is to put forward new requirements for the comprehensive strength and brand concept of the original design, market segmentation, brand positioning, brand image, terminal operation, marketing level, product strength / brand power / operation ability of the children's wear brand.

"The access threshold for children's clothing is gradually improving. Although the market is large, the professional requirements of the team that operate the market have also increased."

Lv Zhiyong said that the risk of entering the children's wear industry is gradually increasing.

A chief executive of a children's clothing enterprise talked about his original intention of making children's clothes: "when we first started to pform from the foundry enterprise to the brand, our management felt that the children's clothes were selling at a price. Whether it was a shopping mall or a franchised store, the price of children's clothing would be hundreds of times. Children's clothing was a blank spot in the clothing industry. So we decided to pform children into a brand oriented enterprise."

After more than 3 years' operation of the brand, the boss was puzzled. He never expected that the children's clothing market in China would be so difficult to grasp.

"This is far from the idea of entering the children's clothing industry."

As for the future development of children's clothing industry, we all have a common understanding. In the next ten years, children's clothing will usher in the golden ten years of rapid development. But there is another consensus that, as a brand of children's clothing, this is a good opportunity for accumulation. It is hard to seize this opportunity without deep accumulation.

In 2012, the competition for children's clothing market in China will become increasingly brutal. Who can get a share of it? Only the market will finally give the answer.