A Small Pig, Nicha And Other Ningbo Children'S Wear Brand Appearance In Ningbo

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With the downturn in domestic sales, children's clothing industry is on the contrary.

At the sixteenth Ningbo international costume festival, which opened yesterday, there were more than 10 children's wear brands in Ningbo.

At the 2012 China Fashion Forum held in the afternoon, Hong Kong Polytech University

Luo Mei, a tutor of clothing science department, believes that there is no strong brand in the market of children's clothing market. It can be regarded as the last piece of blue ocean in the clothing industry. The key to children's clothing brand is to do a good job of market segmentation, know their target market, and define the brand positioning.

Enter the 3 hall of the Clothing Fair.

Lin Li.

On the booth of Ningbo Sheng Na International Trade Co., Ltd., the fashionable and fashionable children's clothing attracted many visitors. The company exhibited two children's wear brands: "Baina" for its own brand export, one is the new brand "GABBY LOOP" created last year, which is used for domestic sales.

"Last month, we opened the first brand children's clothing store in Jiangdong District, preparing to open more than 10 stores next year."

General manager Chen Guoping told reporters that Sheng Na international has more than 10 years of experience in clothing production, and has been doing many foundry for many famous children's clothing brands all over the world for many years.

"It's really not good to be a domestic brand without its own brand."

Chen Guoping told reporters that he is very optimistic about the domestic market, the new generation of parents are willing to pay for their children, a well-known brand has become the first choice for young parents to buy their children. "I never feel that children's clothing industry is a traditional industry," children's clothing "cake" is doomed to bigger and bigger.

Wu Weirong, deputy general manager of the company, holds the same view. She believes that at present, China's 0~16 year old population is as high as 463 million.

The "421" model of the new family (4 elderly people, 2 adults, 1 children) has gradually become the mainstream of Chinese society. Children become the focus of their families, and families invest more and more in their children.

"One stop" can be said to be China's first children's wear brand.

In the early 80s of last century, when the Japanese animated movie "one stop" swept the country, the "one stop" children's wear came into being. After that, it occupied the position of "one brother" for the brand of children's wear for a long time, and its annual output value reached 500 million to 600 million yuan at its peak.

But then the brand went down.

In 2009, the first child's dress changed to a new home.

"At present, we have opened more than 300 stores in the whole country, mainly in the north."

Wu Weirong said that the next step will be to increase investment in creative design and marketing and revitalize the "one break".

The booth of the children's clothing brand "Barbie le" is open and the slogan is "the first brand of Chinese children's clothing".

The brand that was created more than two years ago has opened more than 70 Direct stores and franchises nationwide.

Next to the "little pig Nicha" is the Rock cowboy of Ningbo.

The company's brand, Gu Zhijun, the company's manager, told reporters that the company has made 10 years of foreign trade in clothing trade. Last year, it registered the brand of children's clothing, "little pig nicica", but it is still on the sidelines and has not officially launched its domestic sales.

Zhou Xueming, deputy director of the Municipal Commission of letters and Deputy Secretary of the Organizing Committee of Ningbo organizing committee, introduced that Ningbo is a big city for men's wear. In order to avoid its edge, many foreign trade enterprises in Ningbo tried to pform their brands to do domestic sales when they tried to pform their brands. Almost all women's clothing and children's clothing were chosen. Children's clothing was another new force plate after the rise of Ningbo's stepdaughter dress brand.

There is no leading brand of children's wear in China.

"10 years ago, the scale of China's infant industry market was less than 100 billion yuan, reaching 1 trillion yuan in 2011.

During 12th Five-Year, the market size of children's wear will grow by 30% every year.

Chinese clothing forum, the experts said, in the domestic garment industry, children's clothing is the most active in recent years, a plate.

At present, China's children's clothing industry has a number of industrial clusters, such as Zhejiang Zhili, Fujian Quanzhou, Guangdong Foshan, Henan Anyang and so on. The sales of balbala children's clothing in Wenzhou Semir group has reached 2 billion yuan in 2011.

China's children's wear has been in operation for a long time, but it hasn't really entered the growth stage yet. It is still in its infancy, and the leading brands are missing.

At present, 70% of children's wear factories in China are in a state of no brand, many of which are mainly processed and OEM.

According to the reporter, at present, Ningbo has more than 20 independent children's wear brands. Apart from old brands such as one stop, spring sprout and KIDS, new brands such as love, Patti, Lai Di Shang, Barbie Lele, Didiro and so on have sprung up.

In Yintai, Wanda and other shopping malls, we can find that the brands such as Patti, Lai Tien, and di deer, although they all have a foreign name, are mostly from the hands of Ningbo enterprises.

Many enterprises are desperately trying to squeeze into this field, the industry competition is increasingly fierce, children's clothing industry will face a new round of "shuffle".

Mr. Qian, the general manager of the European Clothing Co., Ltd. told reporters that the Ningbo children's clothing market has a strong taste of gunpowder, some foreign brands of children's clothing can not open the Ningbo market, but also take the price of sale strategy, this is no different from chronic suicide.

Children's clothing should be divided into market and outstanding personality.

Zhou Xueming believes that Ningbo clothing enterprises want to do more in the children's wear market.

While striving to improve the quality of products, we should increase brand design and image promotion, identify the location in the market segments, and seek breakthroughs in product R & D, brand and channel sales. This has also put forward a test for many children's clothing enterprises.

"There is a brand of children's clothing, which is divided into three levels according to the age of children: 0~3, 3~6 and 6~13, while 0~3 is subdivided into newly born babies and 1~3 year old babies."

At the 2012 China clothing forum, Hong Kong Polytech University's Department of textile and clothing science instructor Luo Mei introduced to Ningbo enterprises, subdividing the market, in order to find the right location.

In the view of Luo Mei, apart from making breakthroughs in the design of children's clothing, it is also a way of brand differentiation to convey spiritual demands to children.

Since 2009, a famous brand of children's clothing, "click tick", has drawn up a series of marketing strategies to promote the brand optimization and product upgrading of "click tick" children's clothing.

Beginning in 2010, Green group's children's clothing brand "click tick" began to promote "story telling children's clothing", and to build a series of story anime series featuring the click of a teddy bear as the leading role.

Ningbo enterprises are also trying this way.

According to the reporter, Ningbo children's wear brand Tiger Patti has extended from a simple children's wear to children's products, comics, games, interactive networks, children's audio-visual products, cultural books and many other fields, forming a diversified and comprehensive industrial chain.

In many children's wear brands, cartoon and cartoon image are indispensable design elements.

However, some people in the industry believe that simply relying on cartoon images can no longer fully attract parents and children.

Design elements such as lace, shoulder shoulder and bead ornament are commonly used in fashion design.