Ready-Made Clothing Brand Awareness Improves And Starts To Work In Children'S Clothing.

In the international brands NIKE, ADIDAS, BabyDior, D&Gbaby and other children's wear market, in recent years, well-known clothing brands have extended their tentacles to children's clothing market.

There are many domestic brands such as Shan Shan, Semir, Metersbonwe, good bird, seven wolves, Bosideng, Jiangnan cloth, Lining, 361 degrees, Anta and so on.

In the general view that the economic environment is depressed, many clothing brands are involved in the field of children's clothing.

The cake is still growing vigorously.

Children's clothing has been recognized as the last profitable piece of cake in the last few years.

In the clothing industry has been relatively small, but in the "baby boom", the third baby boom, and the "80 after" gradually give birth to children, and other objective conditions, children's clothing market is gradually rising.

Perhaps many of the ready-made clothes brands are looking at the huge development space of children's wear market, so they have launched the children's clothing brand strategy.

GXG brand leader Yu Yong said on many occasions that children's clothing must be a hot plate for China in the next 5 years.

Yu Yong believed that "the 70 generation" and "post-80s" must be truly created, because they have become the mainstream consumers in the society, and their awareness of brand is very high.

From the perspective of the development of foreign brands, the maturity of children's clothing market is also accompanied by the pace of big brands entering the children's wear market, which has become the fashion trend of fashion circles.

The famous brand Burberry is one of the first big brands to enter the children's wear market. Gucci, Dior and so on have their extended children's sub lines. The sports brand Adidas, Nike and so on also started the kids series very early.

ArmaniJunior children's clothing this year is ushered in the 30th anniversary grand ceremony.

In addition to the growing consumption of children's clothing market and the increase of children's clothing brand awareness,

Entering the saturation period is also a major reason for many garment and garment brands to enter the market of children's clothing that has not yet been determined.

Nan Peng, director of Lining investment company, said: "since 2010, Lining group began to set foot in the field of children's wear. Lining has not only provided many high-quality products for the market, but also accumulated rich experience in the field of children's wear."

In fact, in recent years, after the steady development of the adult sports field, Lining has been reconsidering the disposition of combat power and planning the market from the simple classification of sports items, centered on the products of the producers, and has begun to focus on the consumer segments.

Entering the field of children's wear is a strategic direction of Lining.

The GOGIRL children's clothing of Shandong women's clothing, Shu long, pays attention to the comfort of children's wear, uses healthy environmental protection fabrics, and aims to create children's exclusive space with colorful imagination.

Shu Lang may have seen the birth of many brands of children's clothing, will lead the new round of children's clothing consumption upgrade, brand consumption has gradually become the mainstream of children's clothing consumption.

Famous works, drunken and GOGIRL children's clothing are the three brand new brands that are broken down in the original brand system of the company.

The production of children's clothing, Shu Lang company takes the multi brand fashion cluster strategy as the starting point, takes the value innovation as the core, analyzes the brand experience from the international fashion thinking mode, and makes a comprehensive adjustment and improvement in terms of brand management, product positioning, product structure, marketing strategy and other substantive issues.

It also promotes the improvement of brand management capability, R & D capability, marketing capability and market brand influence of Shu long brand. Through design innovation, technological innovation and marketing innovation, we can better enhance the internal strength of enterprises and the gold content of their own fashion culture, and seize the market and even the global market share.

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The clothing brand extends to children's clothing, has certain superiority.

Because the garment brand has mature brand operation ideas and market experience, at the same time, the mature garment brand also has advanced business mode and strong design power.

These participants can make the development of domestic children's wear brand more rational and mature, and at the same time, it will further promote the competition of children's wear market in China.

Famous brand children's wear still needs to be excavated.

Ningbo men's wear has always been a business card of Ningbo's industrial economy.

In recent years, clothing and clothing have been marching into the children's clothing industry, which makes more people wonder if this can make children's clothing a new business card after Ningbo men's wear.

From the current pattern of children's clothing industry, Ningbo children's clothing enterprises and many children's clothing enterprises also have many opportunities.

At present, there are a number of well-known children's clothing market in China.

Such as Barbara, red, yellow, blue, Parker and Wahaha, but according to the relevant statistics, the total sales share of the top 10 brands accounted for only a small part of the market, so the lower market concentration also provided space for many brands to compete.

From the current situation of children's wear market, there is still a lack of a real leading brand. Under this environment, many children's wear brands are facing both opportunities and challenges.

Since 2000, with the increasing proportion of children aged 0~13 in China and the increasing disposable income of ordinary people, the Chinese children's wear market has maintained rapid growth.

Parents are increasingly willing to invest in children, and children's clothing naturally becomes a market that all brands can not ignore.

According to the insiders, there is no real leading brand in China's children's wear market.

For example, balbbara children's clothing, which has the largest number of awards, the largest number of terminals and the highest sales, has increased by 2 billion 53 million in 2011, up 39.86% from the same period last year. As of 2011, there were 3300 stores in balbala children's clothing, but the base number was still small, and the brand appeal was not very obvious.

In the next few years, the market will mature and the market concentration will increase correspondingly.

At the same time, consumers have a cumulative effect on brand cognition. With the increase of consumers' ability to pay, the consumption preference for brands will gradually increase, which will benefit more clothing brands with rich industry experience and brand recognition.

Some people say that children's clothing is a "low threshold" area, but it needs to be invested in famous brands.

"Low threshold, low profit", "quick entry and quick going" are the opinions of many people in the industry of children's clothing industry. It's why children's clothing attracts a large number of enterprises with various backgrounds, 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 clothing has always been only at the top level of shopping malls, and basically can not enter the mainstream business circle, because it can not pay high rent and pfer fees, and can not compete with adult clothing to occupy high-quality resources.

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

Children's clothing market needs to be subdivided

At present, as a whole, the brand positioning of domestic children's clothing enterprises is mostly concentrated in the middle and big children, but little children or teenage clothes are involved. For the price, most children's clothing brands are concentrated in the middle and high grade, but luxury or

Not many.

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.

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In 2011, Wenzhou clothing industry launched 3 children's clothing brands, including tinkling, jumping fish and Vero valley.

Unlike the "balbala", "red, yellow and blue" and so on, these new children's wear brands are eyeing the high-end market.

It is understood that Dai Chenghao, general manager of the former Tonlion company, raised tens of millions of yuan last year to fight for the children's wear market, and founded the Ningbo horse riding children's Articles Co., Ltd.. At present, the brand boy's children's clothing has been listed in the market. The brand positioning is relatively high-grade, and the most expensive set of children's wear will be sold to more than 2000 yuan.

When asked whether the high-end positioning is worried about being too high, "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.

For a long time, infant clothing has not been classified as a separate category in the market, but generally appears as a part of children's clothing in shopping malls or mother infant stores, making ordinary consumers distinguish between children's clothing and infant clothing only on the size of the size.

However, infant clothing and children's clothing vary greatly from product characteristics, category diversity and production technology.

First of all, infant skin is tender and the immune system is not fully developed. The requirements for comfort and safety of clothing are much higher than that of children.

In addition, infants with soft bones, big head, short neck, and prominent abdomen do not possess or have the ability to wear clothes. Therefore, infant clothing must be taken into account in the style design.

According to the survey by Sullivan company, most of the clothing brands specially designed for infants and young children are imported brands.

There are only a few of them, Rabbi and Li Ying Fang.

Most of the other brands are children's clothing brands, which are made up of Chinese children and big children's clothing. Many of their infant clothing products are only children's size reduction, not real baby clothes.

The company's leaders also specifically reminded companies who want to sprint the "blue ocean" business, even if the market for children aged 0~3 years only needs further subdivision.

"0~3 years old infants and young children grow and develop rapidly. In 0~3 months, 3~6 months, 6~12 months and 12~18 months, their physiological characteristics and behavior habits are different. Therefore, infants and young children of different age groups have different needs for clothing styles, designs and fabrics.

The market needs to be further broken down and excavated.

In short, children's clothing classification will be more and more fine, adult clothing and children's clothing is also different, clothing brands want to succeed in the field of children's clothing, there are still some obstacles, want to successfully divide children's clothing this soup is not simple.

Many garment brands are involved in children's wear. Who can be the last winner and wait for the market to test?