Sports Brand Transformation Children'S Clothing Market Or Become A Savior

Recently, following Nike, Adidas, Anta, Lining After the sports brand such as XTEP and 31st grade, Kappa and Kappa, a famous brand of children's wear brand, joined the famous brand Kids joint venture company to enter the children's wear market. This news once again brings the public focus to the present situation and future development of sports footwear industry.

In recent years, the development of sports brands in China has been overdeveloped, and the homogenization of products has been serious. In the face of the near saturation of the adult sportswear market in China, sports brands are looking for business opportunities, hoping to boost their performance, and they have turned their attention to the children's clothing market, known as sunrise industry.

　　 Shoes and clothing enterprises to the node

The development of shoe and clothing industry has seen the following stages:

The first stage was in the early 80s of the last century. At that time, enterprises depended on courage + luck = success mode. As long as they had the ability to produce and meet the needs of a single market, no matter how the style was, even without design and terminal management, we could make profits if we could quickly reflect the simple logistics to the market. Indeed, many enterprises have accomplished primitive accumulation and grown up under such circumstances.

After entering the 90s of last century, many enterprises found that they could not meet the market demand only by taking quantity or producing a single product, such as shirts, suits and trousers. Enterprises must consider how to build their own channels, maintain their terminals and stores, and increase profits and diversify their business through monopolization and combination. That is to say, during this period, Chinese shoes and clothing enterprises play a very active role in learning and imitating. With the early entry of these brands such as Giordano, JEANSWEST, Baleno into China, they not only bring products, but also bring advanced management beliefs and patterns, teach Chinese enterprises how to do chain affiliation, how to do fast logistics, how to run franchised stores, and how to promote the expansion of franchise markets. In the process, Chinese enterprises have only completed 8 to 10 years to complete the process of learning to rise, and have led the rapid growth of a number of enterprises, such as the United States, YISHION, and so on, and become the new force to promote the development of Chinese shoes and clothing enterprises.

However, after entering the 2002, along with the progress of global integration, the market is becoming more and more standardized and the competition is becoming more and more intense. Chinese clothing enterprises, both in men's clothing in Fujian, in Han style women's wear and in Hangzhou women's clothing, have seen a collective decline. The reason for this is that the spirit and motivation of dress enterprises are missing. After many clothing enterprises have completed the accumulation of original wealth and brand promotion, they have been puzzled by their brand's core competitiveness, the ability to grasp the market and the future development direction of the market, and have been struggling to find new breakthroughs.

Breakthroughs cannot be achieved overnight, and breakthroughs must be found. Today, many enterprises have to face the following problems: products are becoming homogenized, marketing is technology and imitation each other, business ideas still revolve around capacity, scale, self built network, technological development is seriously insufficient, brand lacks individuality, if another ten years are a cycle, how many enterprises and brands will disappear in the next round of competition.

　　 Transformation is more difficult than transformation.

There is no doubt that people have no worries. The development of Chinese shoes and clothing enterprises must face the following two types of transformation so far:

One is the transformation from wholesale to retail. Because of the homogenization, distinctiveness, business ability and market demand of wholesale market products, the profits of some wholesale enterprises have declined, and they have to transform from wholesale brands to retail brands. In this process, it can be summed up as follows: ten years of time to complete the accumulation of wealth, 2 years of blind transformation, with a year to declare bankruptcy. Is transformation so difficult?

First is the transformation of concepts and executive power. Transformation is a leap and obstacle for enterprises. If this obstacle is crossed, enterprises will move towards another development trend. Like YISHION, brother and other brands are successful cases of transformation, its success lies in the first idea, technology, thinking has been fully prepared.

Secondly, we must make clear that wholesale and retail are two totally different ways of operation. Mainly in the following three aspects: business ideas are different. Wholesale is done with few styles, strong imitation ability and fast response to the market, so long as mastering imitation, logistics and customer is success. Retail is just the opposite. The problem to be solved is that the design and research of products should be personalized, brand should have a clear positioning, while ensuring sales volume, we must ensure the individuality of products and cultivate the sense of identity of consumers, so that the brand can be recognized to the greatest extent by the market.

Capital turnover is different. Wholesale turnover of funds is faster, while retail capital turnover is relatively slow.

Inventory management is different. Wholesale inventory is usually the inventory structure of a single product, while the retail inventory will cause enormous pressure on the enterprise because of its different sales channels.

The second transformation is a mature large-scale enterprise like mats bond, YISHION, Lining and Kappa. After successfully completing the first transformation and gradually establishing its own brand, the transformation in the next round of competition is the transformation of internal management, including management innovation, marketing innovation, management and marketing, and brand transformation to meet the new market demand.

At this point, Cat chase Is an example. Aaron Kwok was the image spokesman of Aaron Kwok. In the early days, it was invited by people born in six and 70s. With the development of the market, the largest consumer group of casual clothes in the consumer market was located in the younger generation born in 80s. This group of consumers is no longer enthusiastic about the classic stars such as Aaron Kwok. Mei TSE Bang Wei resolutely changed his position, and enabled Jay Chou to be a popular voice in the young people and frequently appeared in CCTV as the spokesperson of her image, so that the product can be smoothly cut into the younger generation of consumer groups. At the same time, through the continuous renovation and management innovation, the product still has great vitality in the past few years.

In the fierce market competition, shoes and clothing enterprises often face four difficult problems.

1, enterprise brand lacks clear market positioning and clear development strategy, it is difficult to form unique and differentiated brand value.

2, from raw materials to consumers, enterprises in the design link, production links, marketing links and sales links can not effectively eliminate non value-added activities.

3, enterprises lack planning and forecasting based on data analysis. It is difficult to achieve reasonable allocation of resources and reduce costs.

4, enterprises are facing more picky consumers. Consumers are faced with more choices and lower loyalty to a single brand.

　　 Is the children's clothing market a real savior?

Data show that China now has about 400 million children aged 0-16, of whom 0-10 years old account for about 80%. From 2005 to 2020, about 16 million new babies will be added each year. China will have another population peak. At present, the domestic children's clothing market has reached the scale of 100 billion market, but there has not yet been a brand leader with a sales scale of 1 billion yuan. According to the statistics of the China National Business Information Center, from February 2011 to January 2012, Barbara, Adidas and NIKE of Semir occupy the top three of the children's clothing market in China. The top three Adidas and NIKE were the international sports brands that entered the Chinese children's wear market earlier. Their outstanding performance in the Chinese children's wear market proved the popularity of sportswear in the children's market. In the face of such a huge profit margin, domestic sports brands are in the doldrums, hoping to help children expand their market and increase sales with the help of children's wear market.

Nowadays, 80 and 90's young parents are becoming the main consumers. They are more willing to spend money on children in material terms. Of course, they attach more importance to children's physical quality and hope to cultivate their habits of lifelong physical exercise. At present, some international standards of foreign investment training institutions have entered the Chinese market and are trusted by their children and parents. This will promote the development of sports and training for young people in China. For sports brand, it is a good opportunity. If the domestic sports brand can grasp the direction correctly and seize the opportunity, it will get a good development.

After entering the children's wear market, sports brand will choose to separate from the original adult brand, and establish a distribution channel to reduce the impact on its original distribution channel. In addition to the above mentioned Kappa and Lining, the distribution and marketing of children's clothing business is handed over to the domestic professional children's wear brand. Adidas adopts a dealer led mode, and Nike also works with several domestic distributors, including good kids. Good boy is currently the largest distributor of children's products in Nike, and the sales channel is set up by a good boy group. There are more than 900 stores in China alone, with a total sales exceeding 1 billion yuan. However, enterprises should also avoid the negative impact of choosing the threshold of distributors or franchisees in order to rush to expand the market quickly. For example, the disunity of ideas will cause greater losses to enterprises. In addition, running in with new dealers is inevitable.

When popularizing the brand of children's clothing, the marketing method used by sports brands is to sponsor some young people's sports competitions with relatively high popularity and attention. On the other hand, they should also be able to grasp the preferences of the target consumer groups. Different from adult sports brand, the target consumer groups of children's clothing can be divided into two parts, one is children, the other two is parents.

In the face of children's brand promotion, most brands choose to cooperate with children's favorite cartoon brands, teenage idol sports or idol stars. In 2010, Adidas and Disney jointly launched a series of autumn and winter children's clothing featuring the popular cartoon characters in Disney's Animated Toy Story 3. Adidas, the sequel of the classic animation, "Toy Story 3", is attracting worldwide attention and winning the market. In the first quarter of 2011, Adidas sat firmly in the first place in the National Children's wear market. At the right time, it is important to choose the right partners at the same time.

Entering China at present Children's wear Among the sports brands in the market, Nike and Adidas have the strongest international brands. In addition to the early entry into the market of children's clothing, every link has not fallen from product design, quality to distribution and brand promotion. Successful use of children's market, expand business scope, and increase sales figures. If the domestic sports brand is to succeed, it will not be able to compete with the development of the international brand. It should also be bold in innovation and seek its own brand characteristics combined with its own advantages.

In addition, we must not neglect that a new generation of shoes and clothing with high educational background, unique strategic vision and excellent business performance is growing rapidly with irresistible force. What they think and do is a gain and loss, providing a new reference frame for observing the shoe and clothing industry in China. Once in the age of "heroes do not ask questions", it is difficult to finish the "first pot of gold" to complete the original accumulation of old brand scenery. How to surpass its limitations and create new "entrepreneur era" of Chinese shoes and clothing together with the new generation has been a arduous historical mission for quite a long time.