Actively Expand The Adult Brand, Sounding The "Children'S Wear March".

"This is a newly made cheese. Anyone who moves will taste the sweetness."

A clothing industry insider told reporters.

The new cheese made in his mouth is nothing else.

。

Nike, Adidas, Lining, kappa, Anta, Semir, Metersbonwe, ZARA, Gucci, Armani...

More and more famous adult clothing brands are killing children's clothing, and the seemingly unattractive children's clothing market has become a battlefield without smoke.

Active expansion

Adult brand sounded "children's wear March"

In spite of the fact that there seems to be some "wind, horses and cattle", the most popular brand of children's wear is the brand of sports.

In June 5th, kappa China held a brand new signing conference in Beijing, and the "kappa kids" was officially unveiled. This also marks the high profile of the "adult fashion" brand that has always been "fashionable" and moving into the children's wear industry.

It is worth noting that kappa is not the first, nor is it the last sports brand that has a coveted heart for children's clothing. In early May, Lining group announced in a high profile that it would enter the field of children's clothing with a brand-new management team and brand logo, and released it.

Development plan for the next 5-10 years.

In April 27th, the 361 degree children's clothing store, which has more than 1400 stores in China, signed a strategic cooperation agreement with CCTV children's channel, pmitting signals to the outside world to further expand the children's market. Further tracing back, after experiencing the wait-and-see period of the children's clothing market in China, XTEP announced in April this year that it will launch the leisure series and XTEP 1+1 children's clothing represented by X-TOP brand, and open 100 children's clothing stores in the year.

And the first sports brand Anta to enter the children's market in China has also speedily accelerated the opening speed of children's clothing. Public figures show that in 2011, Anta's children's clothing stores jumped from 383 to 632 at the beginning of the year, far exceeding the number of 500 stores planned at the beginning of the year.

As for the big players of international sports, it is said that "walk earlier" on the way of children's wear. Reporters in the interview found that "little ADI" and "little Nike" had not only been put on the counters of children's clothing stores, but also had some reputation among some consumers.

Interest in children's wear is more than just the sports brand.

Reporters learned that currently in the domestic children's clothing market top three balbara, from the well-known leisure brands.

Under the banner, and Metersbonwe, good bird, Taiping bird and so on, are already testing their children's clothing business.

In addition, on the afternoon of the 27 th, when the reporter interviewed in the store of baby baby shop in Ji'nan baby Belle shop, he also saw baby's own clothing brand "yingbb". Although the brand is currently concentrating on making baby wear, there are not many styles and quantities, but it still conveys such a signal to the outside world: apart from the brand, some channel businesses are also actively entering the field of children's wear.

"Baby belle is a professional shopping mall for mother and infant, and the proportion of clothing is not high.

But compared to other baby products such as diapers, milk powder and other products, the profit of making clothes is really much better. "

Liu Changyan, chairman of Ji'nan baby Belle, admitted.

The main purpose of clothing brand is two: first, in order to retain the old customers, on the other hand, in order to avoid malicious competition, "after all, the private brand's intermediate links are small, and profits can be higher."

Liu Changyan said.

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Gross profit is above 60%.

"Baby clothing" to achieve new profit growth point

Sandals are more than 200 yuan and a pair, sports shoes are often more than 400 yuan...

All kinds of children's shoes attract many parents' attention because of the "small Nike" counters in baby Belle Hill Road shop. Of course, the price of its children is also prohibitive.

"A pair of baby's shoes will cost three hundred or four hundred yuan. Is it too expensive? Adults' shoes are just like that, but children can wear it for a few days. It's really not worth it!" a parent who is shopping for sandals for children is watching and sighing.

"It's a little expensive, but the quality is quite different.

Moreover, some parents bought the brand for Nike, without considering the price at all.

Staff told reporters that "small Nike" in their stores listed time is not long, also a lot of moonlight scenery, at present, sales can also be.

"Don't look at children's wear and children's shoes, but the price is not cheaper than the clothes and shoes of adults. Especially for some well-known brands, the price of a child's clothes is four hundred or five hundred yuan."

Liu Changyan told reporters that she had bought a dress for her 4 year old daughter in the Ginza mall and spent more than 900 yuan.

"Compared with the competitive fashion, children's money really makes better: many parents are more willing to spend money on clothes for their children."

Insiders admitted.

Obviously, higher profits and broader market space are the key to attracting many adult brands to enter the field of children's clothing.

So, how much is the gross profit rate of children's clothing? Miss Wang, who is engaged in the wholesale clothing business, has counted the accounts for the journalists: the clothes that are sold wholesale in the wholesale market at the wholesale market of eleven dollars and two yuan can be sold to fifteen six yuan in the night market, and once entering the regular shopping malls, the retail price should be at least 40 yuan or more.

"It is said that clothing analysts have calculated that the gross profit of children's clothing can reach 60%, and some even exceed 100%."

Miss Wang said.

The average gross profit is more than 60%. Such a high profit margin is no wonder that it has attracted many of them, especially the sports brand.

The annual report shows that, due to the backlog of inventory and the slowdown in performance, the domestic brand names are generally not easy since last year.

Among them, in 2011, the stock of Smith Barney was 2 billion 560 million yuan, accounting for 29% of its total assets, accounting for 25.74% of its operating income in 2011.

Semir's clothing inventory is 1 billion 96 million yuan, accounting for 12.05% of its total assets, and the inventory of bird in good news has reached 511 million yuan, accounting for 12.51% of its total assets, while sporting goods brands such as Lining, Anta, and 361 2011 have also reached 1 billion 133 million yuan, 618 million yuan and 451 million yuan respectively.

The growth of children's wear market is better than that of adult shoes and clothing.

Taking Barbara as an example, the operating income in the first half of 2011 was 756 million 933 thousand and 700 yuan, an increase of 57.48% over the same period last year. It has even surpassed the Semir brand of balbala's mother brand from its growth rate of revenue.

"Speeding up the development of children's wear field is on the one hand optimistic about the future development potential of this field, coupled with the fact that there is no strong brand in the domestic children's clothing industry at present, which is also an opportunity for the growth of the new brand. On the other hand, 361 degrees also hopes to pull the group's performance and form a new profit growth point through multi brand strategy."

Chen Yongling, vice president of capital operation at 361 degree, admitted in an interview with reporters.

It is precisely because of the prospect of China's children's clothing industry that it has attracted many sports brands: after experiencing high growth in previous years, the domestic sporting goods market has entered a period of adjustment. In 2011, the industry's annual growth rate dropped from 20% to 13% in the past. It is estimated that by 2012, the growth rate will further slow down to around 5%-8%, and pformation is imperative.