361 Degree Children'S Wear And CCTV Children'S Channel Cooperation To Increase Children'S Wear Market Development

At present, China's children's clothing industry has a market scale of 100 billion yuan and an annual production volume of 5 billion pieces, with an annual compound growth rate of 10.09%. It is one of the fastest growing categories of clothing, while non brand clothing currently accounts for 75% of the children's clothing market. The market share of the brand children's clothing is only 25%, so good market space, so that 361, Metersbonwe, Taiping bird, and the bird of hope have invested huge sums of money to compete in the children's wear market.

Excavating children's wear market

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Chen Zhicheng, general manager of the 361 degree children's wear department from Taiwan, China, who has gone through 450 cities in China and engaged in children's clothing business for more than 20 years, told the "clothing times" reporter: "at present, in China's children's industry, if the market is speaking of the product life cycle of the industry, it has not yet entered the growth stage, because the industry has a birth period and a growth period, and there is a rapid development period.

China's children's wear has been in operation for a long time, but it hasn't really entered the stage of growth yet.

The domestic children's wear industry market can be roughly divided into two echelons. The first level is in the shopping mall, the price of a garment is about 180 yuan -350 yuan, and the other one is in the so-called lower end market (stalls), the most basic price of a dress is about 25 yuan -30 yuan.

There is a market gap of 80 yuan -150 yuan, which left room for 361 degree children's clothing.

Chen Zhicheng said, 361 degree children's clothing to create this market, to lead the industry to do this market.

At present, in the expansion stage, the price of children's clothing at 361 degrees will always be kept in the low standard of mid-range, and the research and development design should be done according to terminal display, so as to maintain full competitiveness.

Since entering the children's wear field in February 2010, 361 degrees, the goal of the first 361 degree children's wear department is to achieve an annual sales income of 200 million yuan in 5 years.

Chen Zhicheng believes that this goal can be added to "0" after "2" and become 2 billion yuan.

At present, the sales revenue of 361 degree children's clothing in two years has reached 400 million yuan in 2011. In 2014, he hoped that this figure could be changed to 1 billion yuan.

At present, the sales outlets of 361 degree children's clothing in China have reached 1400, which is planned to become 2200 next year. After that, at least 500 stores will be opened every year, and the market will gradually expand to three or four cities.

In Chen Zhicheng's view, through the expansion of stores in recent years, it is necessary to occupy the market first and do well.

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Layout according to the rules of children's clothing development

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

Chen Zhicheng recalled: "in the first 9 months of the business, only 361 stores of children's clothing were placed in 200 stores, and sales revenue growth has been relatively weak.

This is because consumer awareness of a brand of children's wear is just beginning.

Indeed, at the very beginning, some consumers said that 361 degrees actually even made children's clothing, and later said that 361 degree is the cottage children's clothing. After a year, the 361 degree children's clothing was gradually recognized by the market because of its gorgeous colors and main movement function.

Chen Zhicheng believes that one of the reasons for the rapid development of children's clothing at 361 degree is due to the law of the development of children's clothing.

For example, the new store usually takes 4 months to get recognition from the surrounding population. The biggest sales income of the shop is from Christmas to Spring Festival.

In addition, 361 degrees also dare to invest a lot of money for publicity, for this reason, 361 degree children's wear and CCTV.

A cooperation agreement was reached.

Chen Zhicheng said: "strong combination is necessary. The 361 degree sportswear has been fighting against the market by the five sports channels of CCTV. With the children's channel, our cooperation should be five years. We believe that the idea of" 361 degrees children's clothing "one more love and more future" will come down to the whole country.

He also said that every 361 months, there will be a new advertising film for children's sports wear. The contents of the ads reflect children's life style, not just about commodities.

Chen Zhicheng believes that the biggest competitor of the current 361 degree is the balbala children's clothing of Wenzhou Semir group.

At present balbala's sales in 2011 have reached 2 billion yuan, which is the first brand of Chinese children's clothing.

But Chen Zhicheng recently observed that Barbara was expanding in the direction of baby clothing, which he did not agree with.

Chen Zhicheng told reporters: "Barbara has been established for nearly 20 years, and 361 degree children's wear was founded for more than two years.

At present, Barbara's children's wear is recreational wind, and 361 degree children's clothing is a sport style.

There are differences in their positioning. "

For the future development goals, Ding Jiantong, chairman of the 361 degree group, requested that the children's clothing department led by Chen Zhicheng be the first in China in the next few years.

The group took out 9% of the proceeds from listing, that is, nearly 180 million yuan to support the development of children's wear division.

According to the plan, 361 child children's clothing stores will reach 3000 stores in 2015.