Chinese Children'S Clothing Is Developing At A High Speed, And The Consumption Trend Is Gradually Branding.

Chinese

With the unprecedented pace of development, will the regional differences of clothing industry affect the choice of consumers? Recently, reporters visited Wangfujing, Beijing and other business circles in Xidan and woke up interviews with well-known children's clothing enterprises.

Survey shows that in Beijing, Wangfujing, Xidan and other business circles, every Spring Festival, "May 1", "61" and other statutory holidays and clothing changing seasons are all

Children's wear

Period.

In addition, sales on Saturday, Sunday and vacation are very good.

Especially in the Spring Festival and the "June 1" brand children's clothing sales are particularly hot.

Cao Zhang, general manager of the Shenzhen children's Clothing Co., Ltd., analysis of "61" is the key consumption point of children's clothing category. Every business will launch a large amount of preferential activities to give consumers benefits.

Therefore, special festivals will stimulate sales performance in shopping malls to a certain extent.

During this year's "61" period, he will hold a large rabbit art exhibition in Shenzhen and Wuxi, and carry out more than 40 theme roadshow activities in the country's direct shops: "childlike innocence and boundless comfort". Through a variety of activities, we can share the joy of childhood with adults and children, and carry out related activities in official micro-blog.

Of course, children's clothing will also have a slack season, but sales of children's clothing will vary from season to season.

Because children's clothing is differentiated from children, children, children and children, the product mix of different brands is different. Children's life patterns vary from age to age, resulting in different brands.

In addition, because the main buyers of children's wear are parents, children's wear sales are concentrated in the parents' free time, so statutory holidays become the special sales peak for children's wear.

In the 1878 sample survey of the new trend of children's wear in China, 100% of parents will buy clothes for their children at 61.

Chen Zhicheng, general manager of the 361 degree (Xiamen) industry and Trade Co., Ltd. 361 degree children's clothing business center once again confirms this phenomenon: "in the field of children's clothing, there is a characteristic that is five before the week before Christmas, and about half a month to two and a half months, accounting for 50% of the annual turnover.

Especially in the two days from December 31st to new year's day, business is amazing.

Safety and comfort is the key to children's clothing.

General manager Cao Zhang said in an interview with reporters: "at present, there is no big change in consumer demand for children's clothing. If the proportion of purchasing factors is determined, consumers are more concerned about the safety and comfort of clothing in recent years. As far as I know, many young mothers will consciously check the tag of clothing when they choose to buy children's clothing.

That is to say, after 80 generations become parents of the younger generation, with the improvement of their knowledge level, they have high requirements for various products.

Of course, fashion safety is still the theme of clothing design without the guarantee of clothing safety and comfort. Mothers are also more willing to choose fashionable children's clothing products.

In the Beijing market, children's wear brands are mainly environmentally friendly and comfortable cotton fabrics.

Especially the products that are closely dressed and children's children's clothing brands are basically made of pure cotton fabric.

The children's clothing materials are very rich. The fabrics containing polyester, nylon, spandex, PU and other materials have certain applications in the coat.

On the other hand, from the perspective of the use of children's clothing, no matter what kind of fabric we use, we should pay attention to the principle of safety first, and pay attention to environmental protection and comfort.

Many brand products also have enough consideration for the functionality of children's clothing. There are clear environmental labels on the labels, indicating whether the clothes can be dressed or not.

Shopping malls also have strict control over the fabric of children's clothing. New products are strictly inspected, and quality inspection reports are regularly inspected, and problems are immediately removed.

The survey shows that 28% of the consumers are concerned about the quality of children's clothing, 23% of consumers are concerned about the service attitude, 16% of the consumers are more concerned about the style design, 15% of the consumers will choose shopping environment deliberately, and the price is placed in a relatively backward position.

This shows that today's young parents are more concerned about the quality of children's clothing products.

According to Chen Zhicheng, general manager, "the cost of every 7% of our clothes is spent on quality inspection.

On the one hand, the most important channel for children's clothing at 361 degrees is shopping malls.

On the other hand, consumers can be assured of buying 361 degree children's clothing.

Cao Zhang also told reporters that each year, he invested more than one million yuan in the quality inspection of products, but the most input came from the indirect level, including R & D practice, production processes, including personnel arrangement, R & D practice, production links, and even the late monitoring of finished products.

{page_break}

Children's clothing consumption trend branding

Insight into a market's business opportunities is mainly based on the three factors of market size, purchasing power and consumers.

It is not hard to see that the consumption potential of children's clothing industry is huge. Consumers' consumption of children's clothing has shifted from quantity consumption to brand consumption.

The heat of Chinese children's clothing market will undoubtedly continue for a long time. Only when the industry is mature, will the brand with absolute superiority in the market be born.

Cao Zhang said: "now the media has been mentioning the" baby economy ". Indeed, the capital market is gradually involved in the children's market. It is bound to bring the children's market to the stage of rapid growth. Similarly, children's clothing is developing rapidly, and market opportunities are constantly emerging.

Because the positioning of children's clothing brands is very clear and different, the regional advantages are obvious. For example, the children's clothes emphasize the "comfort" and occupy absolute advantages in the south. Balbala children's wear is characterized by "childhood is not the same", emphasizing the sense of design and doing well in the two or three line city channel.

Therefore, in the children's clothing industry now and for a long time will be in the "Warring States dispute" situation, will not produce quite a difference of the leading brand.

Maybe there will be two or three brands coming out in the future, but this market is very inclusive, the structure of development will become richer and richer, and the market will be more and more.

From the perspective of consumption level, the demand for medium and low grade shifts to medium demand, and the demand for medium and high grade is growing rapidly.

From the perspective of consumption quantity, the consumption of all kinds of children's clothing increased obviously in middle income households, middle income households and high income households.

This shows that the middle-income group is the main body of children's clothing consumption.

94% of consumers believe in the brand of children's clothing abroad. More than half of the consumers hope that there will be more medium and high class children's clothing in the market, and 34% of consumers believe in children's high-end brands. This shows that the brand purchase preference of consumers still focuses on the brand with high recognition.

In addition, the survey also shows that when buying children's clothing, the majority of adults nominated brands.

20% of parents decide when they buy children's clothing when they ask for their children's advice.

The quality of children's clothing, whether the children like it, and whether the price is reasonable is the dominant factor leading to the purchase of parents.

The decision makers of children's clothing purchase are not the only ones. The production and sale of children's clothing enterprises should be based on the consumption psychology and consumption demand of the two groups of children and parents, and their approval can maintain steady growth.