The Last Piece Of Cake For Children's Clothing Or Clothing Industry

Children's wear brands are becoming more attractive.

Speaking of Ningbo Children's wear We must mention the first Chinese children's wear brand "one stop". In the early 80s of last century, when the Japanese animated movie "one stop" swept the country, the "one stop" children's wear came into being. After that, it occupied the position of "one brother" for the brand of children's wear for a long time, and its output value reached about 30000000 yuan at its peak. But later the brand took a detour. In recent years, the children's clothes that have changed their family have begun to make a comeback. "At present, we have opened more than 100 stores in the whole country. Sales volume It's 20% higher than expected. " Wu Weirong, deputy general manager of Ningbo Yi Xiu children's wear Co., Ltd.

After the birth of "one stop", many adult clothing brands began to extend to the children's wear industry a few years ago on the basis of mature brand operation ideas and market experience. The Chinese fir and the Pacific bird are important representatives.

And recently came to build children's clothing brand hehe Jess Card Co., Ltd. is also extended from adult clothing brand to children's clothing. Li Shujun, director of the children's clothing brand, told reporters. market The children's wear is mainly about cartoon and lovable cards. The children's clothing will be played by their company. fashion Card, in the field of children's clothing to continue the GXG fashion style.

Clothing foreign trade enterprises also crowded into the children's clothing market. Ningbo Bai Mu group is a foreign trade enterprise established in 1997. In 2007, it started walking inside and outside the "two legged legs" and represented the French children's wear brand Alphabet. "At present, our children's wear brands have entered more than 250 shopping malls and supermarkets in the country, and the number of children's clothing brands in Ningbo ranks first among all the children in the market." Jiang Hairun, general manager of the group's domestic and industrial sector, confidently told reporters.

In 2009, Ningbo Bai Zi Fashion Co., Ltd. opened its first children's wear brand - "didi deer" first store. The brand is middle and high class children's clothing, positioning in the creation of urban children's vitality, natural, elegant and fashionable image. Ningbo Kang Nan Clothing Co., Ltd., which mainly exported Western-style clothes, casual wear and women's clothing, also started the idea of children's suits. Zhang Guoping, chairman of the company, introduced a small suit produced by the company with a factory price of more than 500 yuan, and domestic and overseas orders have more than 10 thousand sets each year.

Wang Jun, who has worked in foreign trade for more than 10 years in a clothing company, withdrew from foreign trade two years ago, invested 10 million yuan to set up Ningbo Shuai Shuai tiger Children Products Co., Ltd. and began to produce children's clothing, and created his own brand "tiger Patti". Now, "tiger Patti" has entered the sales system of Yintai department store, and its sales volume has increased rapidly.

Looking at the whole country, many well-known shoes and clothing brands have long been deployed in the children's wear market, such as seven wolves, three point water (Kangnai), Anta, 361 degrees, and some other international brands such as NIKE, ADIDAS, BabyDior and so on have also extended their tentacles to children's clothing. Even the enterprises that originally produced drinking water and household appliances began to infiltrate into the children's clothing industry. For example, Wahaha Group had created Wahaha children's clothing in a few years. The influence of Haier Haier, the household appliance giant Haier, has been pushing into the children's clothing market, and wants to make the "Haier brothers" the first brand of China's children's clothing products. Clothing B2C online shopping company van kaim and Mcglaughlin also set children's clothing as one of the main businesses.

Insiders predict that the era of full-blown children's wear industry has arrived. There will be one or two or three line brands for children's clothing in the coming 3~5 years. In this round of "children's clothing craze", three children's garments in Zhejiang, Fujian and Guangdong will play the leading role in the domestic market. At the same time, Shanghai and Beijing will become an important bridgehead for foreign brands to enter the domestic market. And the main production bases in Ningbo, Yinzhou, Beilun, Fenghua, Ninghai, Xiangshan and other places, and has shown the trend of branding.

　　 Reasons for "children's clothing craze"

So many clothing companies look good at children's clothing, naturally there are reasons for it. According to statistics, there are about 314 million children under the age of 14 in China. The consumption potential of children's clothing market is over 80 billion yuan, and the growth rate of two digit percentage is higher. With the further improvement of family income and the gradual realization of the well-off level of urban and rural residents, the demand for consumption has shifted from the practicality of the past to the basic life to the pursuit of beauty. fashion Type.

GXG brand leader Yu Yong sees the company's entry into the field of children's clothing as a strategic expansion. "The development of the clothing industry presents a wave of waves, and now it's children's wear." Yu Yong analysis, after the rise of Shanshan, YOUNGOR and other brands, bang Wei, Giordano, Baleno, YISHION, Tonlion brands once again rise. In the 5 years prior to the 2008 Olympic Games, the Olympic effect led to the rise of NIKE, Adidas, Lining, kappa and other sports brands, followed by the collective leisure brand plate, and children's clothing will be a hot plate in the next 5 years.

"After the 70 and 80's have become the mainstream consumers of the society, they have a high degree of awareness of the brand. As they gradually become parents, a new market will be born in their hands." Yu Yong said.

Another reason for capital to favor children's clothing is: at present, the concentration of children's clothing brands is not high. So far, the domestic children's wear market has not formed national brand or leader brand such as men's wear, women's wear, casual wear and sportswear.

At present, the pattern of children's wear market in China is basically domestic and overseas. brand Each accounted for half of the total market share, and only about 30% of the domestic market share was owned by the domestic manufacturers. Most of the brands were in the one or two and three categories of cities. 70% were in the absence of brand and distributed in the vast rural market. 50%. Almost all of the foreign brands occupy 50% of the market share in the first tier central cities.

The market will be further broken down.

The brand positioning of children's clothing enterprises in China is mostly concentrated in Zhongda children, but little children or teenage clothes are involved. As for price, most children's clothing brands are concentrated in middle and high grade, while luxury or high-end children's clothing is few. According to the analysis of the industry, children's wear brands will be further broken down, and high-grade or even luxurious children's wear brands will emerge.

In 2011, Wenzhou clothing industry has launched 3 children's clothing brands, such as tinkling, jumping fish and Vero Wailo. Unlike "balbala" and "red, yellow and blue", these new children's clothing brands "love" on the high-end market.

Ningbo also has high quality children's clothing. Dai Chenghao, the general manager of the former Tonlion company, left tens of millions of yuan in early last year to fight for children's wear market, and founded the Ningbo horse riding children's Articles Co., Ltd. at present, the horse riding style French fashion boy's children's clothing has already been listed. This brand draws on the European design style, the location is relatively high-grade, the most expensive set of children's clothing sells to 2000 yuan.

The reporter asked: will high-end positioning worry about high and low? "Different people, have different horizons." Dai Chenghao said he was not worried about the effect of last year's market reaction. At present, "horse riding" fashionable children's clothing has opened shop in more than 30 shopping malls and supermarkets in the country, and will expand further in the future.

A long-distance race that requires endurance

"We just started to make a brand transformation. We all think that children's clothes sell at a price, hundreds of times, which is a blank spot in the clothing industry." A children's wear enterprise boss said with emotion, after the brand operation for more than 3 years, the domestic children's wear market is still difficult to grasp.

Children's clothing market is not "fairy tale kingdom". Jiang Hairun, general manager of Ningbo Bai Mo group, thinks that some enterprises enter the field of children's wear with a bit of blindness. Although children's clothing is a new market growth point, compared with adult men's clothing and women's clothing, its entry threshold is low, investment is small and risk is small, but the cost of producing children's clothing will not be much lower than that of women's clothing. The profit rate of making children's clothing is not as good as that of men's wear and women's clothing, and it's not easy to make a brand of children's clothing.

"We must take a dedicated and professional attitude to make children's clothing." Jiang Hairun believes that the traditional concept of playing the brand of children's clothing needs to be changed, so that children's clothing can not be run like an adult suit. Consumers' purchase of children's clothing is not simply to let their children wear warm, pay more attention to fashion and taste. Consumers' demand for children's clothing tends to be trend oriented, brand oriented, individualized and safe. The mode of operation should also be changed from traditional mode to specialized and standardized management mode. According to the different methods, children's wear will be subdivided more and more, such as sports, Korean, European and black and white. From the sales channels, there is a special store mode and a special mode in shopping malls and supermarkets. The smaller the category, the more intense the competition is.

"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." Zhang Xiaofeng said that the risk of entering the children's wear industry is gradually increasing.

Zhou Xueming, deputy director of the Ningbo Municipal Commission of letters and commissions, believes that the children's clothing in Ningbo has initially shown the development of the brand, which will strengthen the entire Ningbo garment plate to a certain extent. However, molding the brand of children's wear is a long distance run that requires endurance. The children's clothing in Jiangsu Province should be devoted to the harmonious and humanistic concern of the green, and should be concise and practical.