Baby Clothes Self Door Market Opportunities

In many people's impression, baby clothes and children's clothing are basically separated. Apart from a few domestic brands such as Li Ying Fang and royal baby, there are baby products stores. The mother and infant stores and supermarkets in Quanzhou are usually sold for older children and sold by babies. Today, this situation is about to be broken. Reporters recently learned that the industry to seize the fourth wave of baby boom business opportunities, some enterprises in Quanzhou launched an independent program to launch baby products, the future will appear special baby shop, baby. shoes Shops and other subdivision formats.

Baby products are independent.

In the past year, the brand of the "Ma Mei Ma" brand of Fujian Bao de group had only two children's clothing conferences in spring, summer, autumn and winter, but this year there was a different press conference. The theme is "baby boy".

According to the industry, baby products refer to 0-3 year old infant products. The director of marketing of Fujian Bao de Group Co., Ltd. has just introduced that the product of this exhibition is mainly clothing for children, with accessories, suits, gift boxes and household clothes as the supplement.

"Baby clothes will no longer be a series of original brand products, but will be named" baby ". It will have a brand new package from name to terminal image design. Ji Chenggang said that the baby dress brand image and the LOGO design have used brighter colors, combined with lovely design techniques to create a colorful and colorful atmosphere for children's amusement parks. Later, there will be a special store in the terminal, a shopping mall or a special shop for mother and infant products.

In Quanzhou's children's wear brand enterprises, baby clothing products have always been a category of children's wear products. However, in the field of children's shoes, baby shoes specially designed for 0-3 year old babies have been "one step ahead".

Has been committed to making 0-6 year old children's shoes Beibei Tong children's products Co., Ltd., previously dedicated to the 0-3 year old baby shoes independent "small Beibei" this new brand, and a separate baby shoes conference. The company's general manager, Ke Heng Jin, said that at present, the era of brand segmentation, enterprises can only be strong professionals, baby shoes market is another sub market of children's shoes in Quanzhou.

The move of Beibei Tong led many enterprises in Jinjiang to introduce children's product lines into the baby shoes market, and are incubating a new batch of baby brands.

Sleeping bags, climbing pads, gangs

Mr. Huang, who has been engaged in planning for children's products for a long time, said that the channel of infant products is quite different from that of Zhongda children's brand. There are basically no stores, and the terminals are mainly scattered bulk, shopping malls, maternal and infant products supermarkets, etc. He believes that the ultimate form of brand expression needs to be embodied through the monopoly system. The enhancement of brand value-added through the monopoly system depends on the product of a single category, which is not enough to support the operation of the whole brand system.

In the face of this practical problem, enterprises wishing to enter the market of baby products in large quantities should expand on the product line. Whether it is undertaken through its own R & D and production capacity, or the integration of existing resources for horizontal development, product line expansion is inevitable.

"We are relying on the production of children's products, expand product lines, and introduce products such as Japanese toys, integrate more resources, and do well baby brand." Ke Heng Jin disclosed that in addition to producing children's shoes, the company will also develop children's clothing production next year, and use the company's resources to integrate and develop business models.

At the conference of baby baby products at the Ma Mei card, dealers from all over the place found that except baby boy clothing Mouth products, sleeping bags, climbing pads and other baby products are also found in the product catalog. "In the past, our spring and summer children's wear press conference was released together with baby clothes and children's wear. There are more than 100 styles of baby clothes, but after the baby's clothing comes out, there are more styles." Ji Chenggang said that in addition to wearing clothes for babies, there are also 240 categories of products, including baby sets and baby and children products. Ji Cheng Gang also said that when the baby clothes were developed together with the children's wear, there were only 3 sizes. Now the size of the baby clothes has been increased to 4.

Preparing for war children's economic blowout

"Baby clothing products can be sold without discount." Mr. Huang, a brand agent from Jiangxi, said that he acted as an agent for children's clothing for a long time. Judging from the reaction of the market, Zhongda children's clothing also had to rely on discounts and activities to promote sales.

Mr. Huang thinks that the price of baby clothes is generally low, and most of the outfits are around 100 yuan. This price is very popular. "The most important thing is that nowadays many families have only one child. The baby market needs more products and faster replacement. Now the family is generally a typical" 421 "model. When the baby is born, parents are more willing to spend.

"Baby products belong to the category of consumer goods, but the growth rate of the whole industry is higher than that of ordinary consumer goods." A fund project responsible for China's children's market for many years said that China's children's wear market related prospect forecast report shows that China will enter the fourth peak of childbirth, which will bring about a full-scale outbreak of the baby economy. "Compared with foreign brands, there is room for improvement in local children's clothing brands." The person in charge said.

More opportunities for market segmentation

On the one hand, the downstream consumer groups are unusually large. On the other hand, data show that there are more than 4 suppliers in the upper reaches of maternal and child supplies, but the whole industry structure presents dumbbell type. In the middle retail chain, although many stores are large, most of them are small scale single stores, and there are no large volume chain stores, nor have any brands or enterprises have enough scale or influence to dominate the market. Even the listed "doctor frog" ranks first in the domestic high-end consumer goods market, but its market share is only 4%. All this lets Quanzhou children's wear brands see the opportunity of this market segment.

"At present, the domestic baby products industry is at a stage of growth, and new brands will continue to emerge." Mr. Huo, an employee of children's clothing industry, said that for the brand enterprises, the realistic consideration is that the competition between Chinese and American children is becoming increasingly fierce, which makes them have to find new growth points. "These enterprises already have baby products, aiming at this huge and lack of brand market now, as long as we find accurate positioning and appropriate channels, we can quickly establish a brand image."

Brand marketing expert Lin believes that in the field of baby wear, although the reputation of foreign brands is bigger than that of Chinese brands, the body size and feeding habits of foreign children are different from those of Chinese children. The brand born in China will better understand the needs of Chinese children than foreign brands, and is likely to operate better. "Now the children's clothing enterprises in Quanzhou are making use of their mother brand as an extension of the baby brand. On the one hand, they can enhance the market influence of the mother brand, and at the same time, they will draw on the brand's market advantage to attract new users, and become a well-known brand in the baby market." He said.

Lin believes that relying on the perfect industrial chain in Quanzhou, drawing on the experience of brand operation in the industry, integrating all kinds of high-quality resources, or will be able to hatch more professional. Baby products Brand.