Analysis Of Future Development Of Children'S Down Garment Industry

Why is the competition for children's down clothing industry so cruel?

The domestic children's down garment industry emerged in the middle and late 90s of last century. After more than ten years of development, the market coverage of several children's down clothing brands has already been quite high. For example, Ying Hu, Disney, Weiner, future star, A Jie Bonney, etc., the sales network of these children's down garment manufacturers or the total domestic generation has been very healthy at all levels of the country, and the market coincidence degree is quite high. The competition among the brand enterprises has intensified the cruel situation of children's down industry.

With the rapid development of children's clothing manufacturers in recent years, these manufacturers have also begun to extend the product chain, from the original four seasons to the down feather category now. A small number of enterprises already have the ability to develop the whole down products for brand operation. Although most enterprises do not have much money, they can basically choose the styles that can be run in batches, and they can be sold in batches through the existing channel advantages of the four seasons.

The impact of the market can not be underestimated.

Some enterprises that make adult Down garments, such as Bosideng, Eral and Amis, rely on their strong brand influence, design R & D strength and production control ability to develop children's down garments series products. Relying on the mature operation mode and operation experience of adult down jacket, they quickly open the market and make children's down garment market more competitive.

In addition, there are also some garment enterprises or non clothing enterprises that have not done children's clothing, such as Wahaha, Haier, and other well-known domestic enterprises, such as Semir in adult's four seasons, seashell in women's clothing, etc., have joined the children's wear industry, and some children's clothing brands such as Barbara have already had considerable market influence. They have also enriched the category of children's down garments in recent years.

The above reasons lead to the brand of children's down garments, the serious competition of product homogenization, and the disorderly production of industries and enterprises, resulting in a lot of inventory. Finally, the backlog of products makes price war inevitable.

Changes in consumer groups and product style innovation

With the advent of the post-80s and 90s wedding peaks in recent years, 80 and 90 will become the mainstream group of young parents in the new era.

The growth of post-80s and post-90s is a period of rapid social and economic change in China. This generation is open-minded, pursuing fashion and taste, and has strong brand awareness. This is quite different from the economic benefits after 60 and 70.

The concept of human consumption profoundly affects the concept of consumption. The consumption characteristics of the post-1980s and post-90s determine the future direction of their children's clothing styles. Even children of the new age have strong subjective consciousness in clothing choice, and there are also brands of young parents' consumption habits and social fashion trends.

Therefore, the future trend of children's down garments must be fashionable, personalized and brand oriented. First, we must study consumer groups, followed by product positioning.

Without studying consumer groups and markets, it is impossible to accurately grasp the pulse of children's down garment industry in the future.

After the characteristics of the consumer group are clear, it is not long to not study the products. One is not innovating on the product style, not upgrading the quality of the products. It is not possible for the enterprises that are not perfected in the brand operation to grow continuously.

What opportunities does children's down jacket fashion bring to us?

The characteristics of consumer groups determine the habit of consumption orientation, and the habit of consumption determines the channel of consumption style.

At present, many enterprises know that children's down jacket has to go through the fashion line, but the fashion concept is too broad, the avant-garde of fashion is fashion, the fabric is unique and fashionable, the fashion of color is fashion, the fashion of fashion is also fashionable, so this formulation can not be reasonably positioned.

At present, what we call "

Basically, they all stay in the state of buying and copying, and few of them have their own artistic wisdom. Therefore, it is very difficult to produce an international brand.

In general, the mainland has copied Hong Kong and Taiwan, Hong Kong and Taiwan copied Japan, Japan and South Korea, Japan and South Korea Copied Europe and the United States, the top garment designers of Europe and the United States have returned to their original point, and went to search for inspiration in primitive tribes of Africa.

There are also some points of view that nowadays the development trend of children's down garments is adult. This formulation has certain representativeness. Nowadays many children's down coats are the diminished version of adults, and the market is very popular. But this concept is relatively narrow, which can only be said to be a face of children's down jacket development, and it can not represent the future development direction of children's down jacket.

I have been engaged in the children's clothing industry for many years, and many children's down garments business owners and agents all over the country.

There have been in-depth exchanges, I believe that the future direction of development of children's down clothing is fashion, life, on the one hand closely follow the trend of development of the times, the atmosphere of the times is strong, on the one hand, close to life, simple and generous, so that the brand of children's down clothing can be bigger and stronger.

First of all, fashions are fashionable, full of the sense of the times and close to the consumption orientation of the current consumer groups.

Fashion includes adults, casual wear and outdoor clothing. Children's down clothes do not necessarily have the same shape of cartoon, or they can be made into cotton padded clothes. They can be made into jacket shape, Nick coat and cowboy shape. These are all directions for future development.

Finally, the potential of Internet consumption market after 80 and 90 is huge. This is also determined by their growth characteristics and consumption habits. If we want to do a good job in children's down garment industry, we must pay enough attention to the channel of e-commerce, and the entity and the network should go hand in hand.