Fierce Competition And Survival In Children's Wear Market

Started in early 2000

Division

The company now has more than 1200 stores in China.

This figure is planned to increase by 500 to 1700 in 2012, and then at least 500 new stores should be opened every year, and the market will gradually expand to three or four cities.

At the beginning, the 361 degree children's wear department got the target of selling 200 million yuan in five years.

Chen Zhi Cheng, general manager of 361 degree children's wear department, who has worked in 450 cities in China and engaged in children's clothing business for 27 years, believes that this goal can add 0 to 2 billion after 2, according to Chen Zhicheng, general manager of children's clothing business department, which has been engaged in children's clothing business for 27 years.

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.

In the first nine months, only 361 stores of children's clothing were placed in 200 stores, and sales revenue growth has been relatively weak.

Chen Zhicheng said that this is because consumers' 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 degrees made the cottage children's clothes. After a year, 361 degree children's clothing was gradually recognized by the market because of its bright colors and main movement function.

Chen Zhicheng said that one of the reasons for the rapid development of children's clothing at 361 degree is to do things according to the development rules of children's wear brands.

For example, the new store usually takes four 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 spend money in publicity.

They have just reached a cooperation agreement with CCTV's children's channel, but Chen Zhicheng refused to disclose the amount of investment.

Chen Zhicheng said that the 361 degree sportswear has been beating the market by relying on five sports channels of CCTV, and this cooperation with the children's channel will not lose hope.

Chen Zhicheng said that the biggest competitor of the 361 degree now is 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 clothes, and he was not optimistic about it.

Chen Zhicheng said that Barbara had been established for nearly 20 years, while 361 degree children's wear was founded for more than two years, but the market position should be similar to that of Barbara when he founded 8 years.

Ding Jiantong, chairman of the 361 degree group, asked Chen Zhicheng's children's clothing department to become the first in China in the next few years. For this reason, the group came up with 9% of the listed capital raising funds, nearly 180 million yuan to support the development of the children's wear department.

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

At present, China's children's clothing industry has a market scale of 100 billion yuan and a production scale of 5 billion yuan.

Annual compound growth rate of 10.09% is one of the fastest growing categories of clothing.

Non brand clothing now accounts for 75% of the children's clothing market, and the market share of the brand children's clothing is only 25%.

Such a good market space, so that 361 degrees, Metersbonwe, Taiping bird, news birds and other enterprises have invested heavily into children's clothing market.

At present, Nike, Adidas and Barbara are among China's children's wear.

The top three.

With the increasingly fierce competition, it is not known whether the deer will die in the future.

The design level, the power of draining tidal current and the strong executive power are the basic factors for success.