Hundreds Of Millions Of Scale Temptation Clothing Brand Children'S Clothing Pattern Is Still Unknown.

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Next, children's clothing market is bound to usher in a sales boom.

According to the data, there are about 400 million children aged between 0 and 16 in China. About 0 of them are 0 to 10 years old, and the demand for children's clothing is about 2 billion 300 million per year.

So some people say that the children's clothing market in China is just like the bright smiling face of children, ushering in the rising sun.

But when we see that many clothing companies are pouring into children's clothing field, Boston, the leading brand of feather clothing, which has just entered children's clothing industry last year, has chosen to quit altogether.

Children's clothing market will be deducted into what pattern is still unknown.

Held in March this year.

(CHIC2012), with the theme of "FLYWITHME flying over the future", it implies that the era of explosive growth of children's brands has arrived.

From the perspective of fashion, children's life hall has eight characteristics.

Dr. frog, Barbara, parkland, Mamie Marka, red, yellow, blue, today's boy, Emperor Tao, pane, piglet, Peng Kwu, 361 degrees, Anta, seven wolves, Bei Bei Kingdom, Babu beans, Teletubbies, three point water, 1001 nights, pencil club, Miss morden, love making, beetle house, beetle house, long time, Di Zi and more than 120 brands participated in it, showing the high-end children's clothing at home and abroad.

Youth clothing, baby clothes and supplies, toys, stationery and so on, cater to the current trend of creative fashion and wind penetration into children's wear and children's products.

Among them, Parker Lan Di and its new brand Haier brothers children's clothing were unveiled. With the theme of "new vitality and more blooming", the exhibition of more than 300 square meters was bright.

How did Haier start to wear children's clothing? The China clothing association said that there was no strong brand in the children's clothing market and could monopolize the market, so every participating brand would have the opportunity of balanced development.

Kang Tingting, a spokesman for paramount, said that if Haier was only an electrical appliance enterprise, it would be far fetched to enter children's clothing, but it took the animated cartoon of Haier brothers in its early years.

It is understood that "Haier brothers" as a late last century, a widely influential domestic cartoons, has affected the two generation of the 70-80 generation.

This year, Haier group entered into the children's wear industry and cooperated with the children's clothing giant Parker blue to make the children's clothing of Haier brothers meet with the vast numbers of consumers.

Kang Tingting said, Haier brothers children's wear will appear in the appearance of Haier life hall, besides children's clothing, also include daily necessities and textile supplies, such as bed products, towels and so on.

Prior to that, Parker Lane had worked with well-known sports brand Lining and fashion sports brand KAPPA from Italy.

Kang Tingting said that previous cooperation with sports brands was mostly in the form of brand authorization, while the cooperation with Haier brothers belonged to the form of partners.

It is understood that Haier's intervention in children's clothing is to expand the industrial chain; and Parker Lan Di wants to take this in-depth and occupy the market of the three or four tier cities, because in three or four tier cities, Haier appliances are well-known and highly trusted Chinese brands.

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Hundreds of millions of scale clothing brand temptation

In recent years, as the development of China's adult apparel industry has slowed down, the children's clothing market in the period of rapid development has naturally become the focus of attention of all enterprises in the industry.

It is understood that the domestic children's clothing market has reached 100 billion scale. For such a huge market, many local clothing and clothing brands have started their actions.

"Children's clothing is the last piece of cake in China's clothing market". This view has a long history, and the development of Chinese clothing market is also verifying this view.

According to relevant data, the top three brands that occupy the Chinese children's wear market in 2011 are Adidas, Nike and local brand balbala.

The international sports brand Adidas and Nike have won a share in the domestic children's wear market. Balbara's growth rate of revenue in 2011 has even surpassed that of its parent brand "Semir" casual wear. Such a market performance, on the one hand, shows the rapid development of children's wear market, and on the other hand, we can see the efforts of adult clothing brands to seek breakthroughs in the children's wear market.

Following the footsteps of Semir, the casual clothing brands such as Metersbonwe and news birds have entered the children's clothing market.

Metersbonwe has launched two brands of children's clothing, ME&CITYKIDS and Moomoo, and the wedding bird has officially launched its own children's wear brand, BIGROOSTER.

Adidas and Nike have been in charge of the children's clothing market for many years compared with the local clothing brand's children's clothing market.

As early as 10 years ago, the two international sports brands have launched their own children's clothing products. After years of exploration and development, these two international brands have occupied a large part of the market space in China.

In contrast, the exploration of children's clothing market by domestic sports brands started relatively late, which also made local brands lose the preemptive advantage in the high-end market.

At present, most localsports brand children's clothing such as Anta, Lining, XTEP and so on are located in the low-end market. Facing the market opportunity of the international brand for nearly 10 years, domestic brands begin to expand to the market segments.

Not long ago, at the press conference on the strategic cooperation between children's clothing and children's channel of 361 degree children, Chen Zhicheng, general manager of the 361 degree children's wear department, who engaged in children's clothing business for more than 20 years, said: "at present, in China's children's industry, if the market is in accordance with the product life cycle of the industry, it has not yet entered the growth stage, because the clothing 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 market of children's wear industry in China can be roughly divided into two echelons. One echelon is in shopping malls, the most basic price of a garment is between 180 yuan and 350 yuan, and the other one is in our so-called lower market (stalls), the most basic price of a dress is between 25 yuan and 30 yuan.

There is a market gap of 80 yuan to 150 yuan, which has left room for development 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.

From the perspective of market competition, international brands occupy half of the market and almost monopolize the high-end market, while the brand influence of domestic brands is not strong enough.

Children's clothes are different from adults' clothes. Buyers are the parents of their children, so they have very high demand for brands.

As the main consumer group in the next few years, "80 generation" is a relatively practical consumer group with relatively mature brand choice ability. It has the pursuit of individuality, fashion and fast fashion, and also puts forward high requirements for brand integrity.

Consumers are concerned about brand and brand added value, so for brand children's clothing, it should be considered a good period for development.

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Bosideng quit children's wear area

However, as many garment and garment enterprises poured into the field of children's clothing, Bosideng, who was involved in children's clothing industry last year, decided to quit.

In order to reduce its dependence on down garments, Bosideng actively expanded children's clothing business in recent years, hoping to become a multi brand carrier.

However, Bosideng adjusted its business structure in March this year to withdraw from some of the smaller non down businesses, including the sale of children's clothing business for only 1 years.

Bosideng said that he had pferred the 51% equity interest of the company to the management of Rambo, which was priced at 10 million 400 thousand yuan, equivalent to the cost of Boston's acquisition of the shares in 2011.

Rambo star has children's clothing brands such as tinkling cats and big eye frogs. As at the end of September last year, the turnover in the first half of this year was 48 million yuan, accounting for nearly 2% of the current turnover.

Bosideng bought Rambo company in March 15th last year when Bosideng announced ambitious plans to invest 100 million yuan in its children's clothing, opening 150 to 200 stores a year, and increasing the number of outlets to 2000 by 2015.

Bosideng said that Bosideng will continue to implement the strategy of four seasons development. The adjustment is a business adjustment so that the company can concentrate more resources and effectively put resources into more large-scale businesses.

Bosideng has not explained too much about the reasons for leaving the children's clothing market, but it can be seen from the data that the turnover of children's clothing in Rambo last year was 48 million yuan in the first half of last year, accounting for only 2% of the turnover in the group period.

"It is difficult for us to speculate on the reasons for Boston's abandonment. It may be a choice of the direction of the group's business, or maybe it is not optimistic about the future of children's clothing industry."

Zhu Meng, a clothing industry analyst and a strategic advisor of the strategic planning company, said.

However, Zhu Meng said that until now, there is not a single brand in the domestic children's clothing market. The brand concentration is very low, and the market is highly dispersed. Even the pnational giants such as Nike and Adidas are all mediocre; while the market share of traditional children's clothing brands such as doctors and frogs is also 2% to 3%.

"Now the so-called leader in the field of children's clothing is far from forming the brand leadership in the field of adult clothing, so it will be an opportunity for any latecomer, because the cake is bigger and bigger, and everyone will become the ultimate industry leader."

Zhu Meng said.

In short, as the consumption power of society begins to shift to the next generation, the heat of Chinese children's clothing market will undoubtedly continue for a long time. At the same time, the competition between international children's wear brand and local children's wear brand, professional children's wear brand and clothing children's wear brand will also be more intense in this field.

In the face of many opportunities and challenges, children's clothing brands, which still have a long way to go on the road of development, still need to invest more in brand building, and strive to cultivate children's clothing brands recognized by consumers in a short time.

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In the 2011 of the national electricity supplier, children's clothing seems to be hovering at the door of e-commerce, because it is not necessary to enter the door or not to rush into the door. The answer is suspense. Until 2012, when the major portals are faced with guns, children's clothing e-commerce is showing a situation like fire. What kind of mode of thinking is this? We can not help but wonder about it.

Returning to reason is still in the doldrums

After last year's sound, everyone has "spring, no fear!"

Recently, Jingdong has been in the electricity supplier market by suning.com, the United States alliance, Tmall, Amazon and many other business operators to fight, in the media opinion has become the target of attack.

Liu Qiangdong issued on micro-blog: "as long as we can become friends of consumers and suppliers, and who else loves who!" this makes us onlookers sigh, now the electricity supplier "story" really many ah!

Let's put aside the frequent occurrence of these big electricity providers, do not say that this year's electricity industry so many twists and turns is a rational regression or a real market downturn?

The answer to this question is that the sound of rational regression is stronger.

In the interview, Huang Bing, a strategic analyst of Beijing Yi Shang advantage Network Technology Co. Ltd., said: "the ups and downs of an industry's development are normal. The most important thing is whether the industry is complying with the development of social living environment. The electricity supplier is not in a downturn but in adjusting the rising period."

This view has been recognized by many children's clothing brands, and the head of the green box of the well-known brand of children's clothing business in China says: "actually, I don't think it's the downturn of the major electric business. At least for the green box itself, our development is still relatively stable, which is basically the same as ours."

Perhaps the downturn of e-commerce is due to the fact that in the first two years of the past two years, when people compete for money and compete with each other, the price of competition is low, and now they are slowly returning to a more rational state.

It is a manifestation of the electricity supplier's search for a truly sustainable, suitable development track for China's market and China's national conditions.

For the first two years of e-commerce, Huang Bing, who is in the electricity business circle, put forward his own view: "at present, the domestic electricity supplier pattern is uncertain, and the major platforms are still continuing the practice of price war.

Domestic electricity suppliers are unable to extricate themselves from the price war, lack of R & D investment to improve the technology of online shopping experience, lack of marketing tools that combine network technology to shape the brand value of enterprises, and lead the domestic electricity supplier market to the situation of bidding advertising flow.

The vicious competition of this platform is more harmful to the traditional brand enterprises in the long run. E-commerce can not only be low price and dumping, but the greater value of e-commerce is to create a set of online marketing system to build brand value.

The famous children's brand, Parker lane, launched the brand of e-commerce in 2011. It has a deep understanding for the cross-border companies who had been crossing the border a year ago. Kong Hang, director of brand promotion of paramount, said: "after the electricity supplier made money in the money making and the sales of discount sales, the shortsightedness has increasingly exposed the damage to the market and brand.

Therefore, we need to think about how to return to the basic values and laws of Commerce, establish our own brand, maintain brand value, and make profits by brand added value instead of simple sales.

This concept is deeply rooted in brand concept for brand dealers, and it is the opportunity for branding providers to stick to it.

The green box, which experienced the boom of the electricity supplier and the stage of shaking, also said that the price war was a pain to the development of the electric business, but at the same time, the green box firmly believed that the road to the development of the online industry was correct.

In the interview, the green box responsible person said: "we always feel that e-commerce is the general trend. Compared with the developed countries in the world, China's e-commerce is still in its initial stage, and the development space is very large. We are optimistic about the future development of China's e-commerce."

In this way, the future of e-commerce is still promising. The current uncertainty is only a small episode on the way forward.

It's not hard to understand why in this troubled time, children's wear brands still have the same goal to rush to the electronic business platform.

In 2011, there was no famous children's clothing brand named "water boy" who began to exert electronic commerce in 2012. For such an action, chairman Cao Shengkui gave such an answer: "in order to grasp the market opportunities for the rise of e-commerce in the past two years, we conducted detailed research and planning in many aspects.

After comparing with online and offline competitors, he decided to start developing e-commerce from 2012.

Cao Shengkui said that since they intend to enter e-commerce, they have been concerned about the development and change of e-commerce.

According to market research institutions, as of 2011, the proportion of B2C in China's total market has increased more than doubled from 6.8% in 08 years.

The number of online shoppers was slightly higher than that of women, while those aged 18-35 were over 80%, but the age of online shoppers increased.

The income structure is mainly based on 1000-5000 yuan income, but the proportion of the high income group is increasing gradually. At present, the monthly consumption of users is mainly in the range of 100-500 yuan, and the proportion of 500-1000 yuan is nearly 10%.

The emergence of B2C has created new opportunities for the development of e-commerce in brand children's clothing.

Children's clothing e-commerce in spring

Everyone's "spring, no fear!" laid the theme of the electricity supplier 2012.

The big business providers ignore the media's doubts and push ahead with "bullets and bullets".

In such a period, is it an opportunity for traditional brands?

Children's clothing brands answered this way.

During the interview, Cao Shengkui, chairman of water boy, said: "2012 is undoubtedly an opportunity for us.

The change of shopping groups makes children online buying children's clothing no longer the lowest demand.

The long term reputation of the entity stores has dispelled the concerns of customers, and the online stores have added the geographical limitations of the physical stores.

With the popularity of network construction, the emergence of 4+2+1 family mode (four old people, parents supporting a child), and the reduction of urban differentiation, the brand children's clothing, especially the development of network operation, is relatively large. It can serve as the main market for the development of children's clothing brand development terminal network, and lay a solid foundation for sustainable development for brand management development and brand market share.

In the green box for many years, the green box has its own understanding. The responsible person of green box said: "for the traditional brand, I think it is more important not to develop the" rational period "by e-commerce, but to integrate into the trend of e-commerce.

Especially for those brands, e-commerce is a kind of channel, a mode. For real brand players, there is no competition between online and offline, but it should be a real integration.

After all, our market environment is constantly improving, our consumers are constantly improving, and our brand should continue to improve with the brand. "

But e-commerce is good, but for traditional brands, after all, it is another area. How to get through the initial confusion period is something that every traditional brand has to face.

Children's clothing brands must also face up to this problem.

Huang Bing, strategic analyst of Beijing Yi Shang advantage Network Technology Co., Ltd., on this issue, said: "the traditional brand of children's clothing enters the electricity market at the beginning. As with all traditional brand enterprises, there will be problems such as channel positioning, product conflicts, supply chain adjustment, and talent shortage."

But after all, children's clothing brands will encounter some special problems when they enter online.

Children's clothing has many kinds of products, and has higher requirements for design and accessories. It has special requirements for operators, such as product page display and category management.

In addition, the domestic children's clothing enterprises may have been sold in the regional market. The online market not only has to face the impact of foreign brands, but also faces the competition of many two or three line children's clothing brands in the national market. How to display its brand characteristics and product characteristics and stand out in the fierce market competition puts forward higher requirements for the brand marketing ability of enterprises.

Huang Bing put forward good suggestions for traditional brands.

He believes that the domestic e-commerce market is still in its infancy, and the market structure is still changing drastically, but the industrial system formed by e-commerce platform, B2C website, group buying website, socialized e-commerce website, e-commerce service enterprise and traditional brand enterprise has already formed.

For a brand enterprise, the most important thing is to improve the efficiency of Electronic Commerce on the basis of reducing costs. Combining the characteristics of brands and products, we can find suitable business models. Therefore, finding excellent e-commerce providers to build online brand marketing system has become the choice of most traditional brand enterprises.

When Cao Shengkui first talked about the price when he first entered, he thought that the brand of traditional children's clothing would encounter the contradiction between price and quality of online and offline brands.

At the same time, he also said to enter the electricity supplier, promotion is the biggest dilemma of traditional brands, if self built website will face huge promotion costs.

These are the challenges faced by traditional brands when they enter the electricity supplier.

The challenge is also for the green box of the electricity supplier. When we estimate the bottleneck that we may have, the green box leader said: "first of all, we all affirm that the market of Chinese children's clothing is huge, and at the same time, it has great room for development.

Online shopping is a common way of life for mothers who are born after 80 or even after 90.

If the brand of electronic commerce children's clothing may encounter difficulties or bottlenecks, I think this may be due to the lack of hardware and software in rapid development, including the scarcity of talents, the adjustment of personnel structure, the combing of the company's process, the busy customer service logistics, and the control of product service.

I think this is probably the biggest challenge of the current brand of e-commerce: how to maintain the quality of our products and services under the premise of market boom? "

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Children's clothing business potential unlimited

For children's clothing, there is still much room for development in e-commerce. There are many different brands of children's clothing.

Therefore, the future of e-commerce for children's clothing is unanimous.

Huang Bing analyzes the present situation of the children's clothing business. First of all, the parents who buy the children's clothing as the main body are 70 and 80 after growing up from the Internet age. Their consumption habits and brand and product cognition are significantly different from those born in 50s and 60s.

They are highly educated, keen on fast and convenient online shopping, and are willing to record and share children's growth on the Internet.

Conforming to this trend, the sales channels and marketing methods of enterprises need to make necessary changes combined with e-commerce.

On the other hand, China's children's wear market has been in the stage of multi brand competition, regional competition, lack of high quality products and national well-known brands. Children's clothing is the last market space that needs to be deeply cultivated in the competitive clothing market.

Under the circumstances of high market rent, low coverage and high human cost, e-commerce has become an important channel for the rise of new brands and the growth of small and medium-sized brands.

The market potential of children's clothing e-commerce is unlimited. For the market that has not yet occupied the largest market share, who will become the leading brand in the future, traditional brands and e-commerce brands are eager to try.

The chairman of the water boy summed up his advantages in this way: "water boy," launching e-commerce in 2012, has a good foundation for development and solid conditions.

First of all, compared with offline competitors, water boy e-commerce has the competitive advantage of high cost performance, convenience and breaking through the regional coverage restrictions.

Secondly, compared with online competitors, since the brand children's clothing is mainly dedicated to developing offline channels, online children's clothing is mainly based on Taobao's C2C platform's non brand children's clothing and even foreign trade tail goods. Therefore, in the competition of online brands, the core competitive advantage of "child's" is mainly reflected in channels, brands and marketing.

All these will greatly discourage consumers from worrying about buying children's clothing online.

The green box of the electricity supplier has its own cognition on the problem of the leading brand of children's wear. The person in charge said: "first of all, I am sure that the development trend of the children's clothing e-commerce is good. But besides, I also value the development prospect of the whole children's clothing. Otherwise, the green box will not start to shop again under the water line.

In fact, I do not think there is a difference between a real brand name or a brand name. The real attraction is products and services, rather than whether you are born online or on the line.

On the one hand, e-commerce brand can expand the physical store, on the other hand, offline brands can also set up e-commerce, so I think the future difference will be less and less obvious. But the brand that really lets consumers remember that the brand should be recognized by consumers should be both offline and online channels. No matter who is accustomed to online shopping or physical purchase, it can be recognized that it is the real leading brand of children's wear.

Cross border paramount does seem to have his own views on this.

Kong Hang believes that the sustainable development and growth of children's clothing e-commerce is beyond doubt. In the future, whether the traditional brand or the e-commerce brand will lead will ultimately depend on the choice of users. This should not be related to the traditional brand or the brand of e-commerce.

If the enterprise is positioned correctly, it can fully meet the needs of users, and establish its own brand will be in the leading position in the fast growing e-commerce field.

For the future children's clothing e-commerce brand is born in the network or rooted in tradition, Beijing Yichang advantage Network Technology Co., Ltd. strategic analyst Huang Bing may be more pertinent, he said: "not good prediction, but it can be determined that: in the future a successful children's clothing brand must have its own designer team, be good at combining their advantages with network technology characteristics, and at the same time can make use of and promote excellent partners to build and maintain brand value."