Famous Shoes And Clothing Brands Enter The Market Of Children's Clothing In A High-Profile Fashion.

In recent years, China Children's market It is developing at an unprecedented speed. Many famous local shoe and clothing brands such as Nike, ADI, and 360 degrees are attacking China's children's shoes market.

In June, a month with children's festivals, the "61" went away, but the children's shoes counters in the major shopping malls were still very popular. This shows that children's market has huge purchasing power. According to the survey, the awareness of "post-80s" parents to cultivate children's sports is being strengthened. They want to let children see the world, make friends and cultivate their minds through physical training. So this part of the consumer's psychology of purchase has gradually changed from "love cartoon" to "love sports". This beautiful desire has become a potential market for sports brand to enter the field of children's wear.

The report shows that at present, China's children's clothing industry has a market scale of 100 billion yuan and a production scale of 5 billion yuan, with an average annual compound growth rate of 10.09%, which is one of the fastest growing categories of clothing. According to garment industry analysts, the gross profit of children's clothing is very high, averaging 60%, and some even exceed hundreds.

In this big cake, the domestic famous sports brand "action" is the most agile. In 2012, it became the year for the major sports brands to expand their children's clothing business. In April, 361 degree children's clothing signed a strategic cooperation agreement with the CCTV children's channel to reveal the intention of expansion. XTEP also announced that this year it will further expand its product range, introduce leisure series represented by X TOP brand and XTEP 1+1 children's clothing, and open 100 children's clothing stores during the year. As the first sports brand to enter the children's market in China, Anta also quietly accelerated the speed of children's wear shop.

In recent years, Adult shoe brand Enter the market of children's shoes one after another. In 2008, Anta first launched the brand of children's wear and achieved good results. Subsequently, XTEP developed the development strategy for children's wear in the two or three line market, and BELLE bought it in the field of children's shoes. In March this year, Lining announced that it would focus on the development of children's sports market. At the same time, with the overcapacity of the adult sports brand, the industry has entered the "bottleneck" period, and compared with the elite reserve of the adult sports brand, the children's shoes industry is relatively scarce, and more and more talents are moving from "big shoes" to "small shoes", especially the marketing and design elites.

Chen Shuqing, Deputy Secretary General of Fujian children shoes Association, though adult shoes and Children's shoes There is a certain difference, but in terms of talent formation and market control, the elite of adult shoes and clothing will bring fresh management concepts to children's footwear industry. Other people in the industry analyzed the risks. On the one hand, they were too superstitious, hoping to achieve the rapid development of enterprises with one or two professional managers. On the other hand, they came from professional managers themselves. They were too eager for quick success and instant benefits. When they did not fully understand the characteristics of children's businesses, they began copying the operation mode of adult brands, especially considering the financial strength of children's shoes enterprises. They could not directly apply adult brand's channel expansion mode and brand promotion mode, and finally brought some "acclimatized" responses to enterprises.