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Seize The Children'S Wear Market: Do A Good Job Of "Precise Positioning" Is The Key.

2013/4/9 22:13:00 55

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Children'S Wear Disney Dragons Baby Products Leisure

in China's < a href= "http://www.91se91.com/news/index_c.asp" > children's wear industry < /a > in recent years, a new atmosphere has emerged. Many practitioners are doing market segmentation and re examining brand positioning. They see children's clothing, which has the opportunity to bring them to the huge market of 100 billion yuan. They all hope to get their own "cake" under their intensive cultivation. As a result, when the buyer's market is becoming more and more obvious, doing a good job of "precise positioning" has become an important prerequisite for the growth of children's wear enterprises to achieve "bend overtaking". 
 "Disney Little Dragon" brand planning Zhang Donghai /p >
 How can the animation image last long? /p >
 "Disney Little Dragon" as the brand of children's clothing that was born in August last year, is the brand of children's clothing directly derived from the cartoon character of Disney Xiaolong after being authorized by the The Walt Disney Company, "a href=" http://www.91se91.com/news/index_p.asp "Hongkong" /a. With the influence of the cartoon image in mainland China for more than ten years, Xiao Long's children's clothing has been widely recognized by the market. 
 with the help of a mature cartoon image, we can save a lot of effort in landing the brand. But to make cartoon children's clothing, we must understand that the brand must not be divorced from the essence of the product. Otherwise, when the quality and management problems, brand will be eliminated because of product problems. That is to say, the cartoon image is only endowed with brand awareness and product spirit, and if the brand wants to be truly extended, the product must be "beautiful", in line with its "spirit" to give its advantages, in line with its lively, dynamic and healthy image. 
 "Disney Little Dragon" has the structure of children's clothing integrated with shoes and clothes. Through the bold use of color, various "Dragon Dance" deductive ways, protruding the series of colors of each theme. There are more than 1500 new products in each season: a href= "http://www.91se91.com/news/index_x.asp" > children's shoes < /a > clothing and accessories. At the present stage, brand channels choose to cover almost all forms of domestic distribution channels, including terminal stores, business super, online, customized and large circulation markets, and launch differentiated products within the brand according to different channels. 
 "Yu Zongde", deputy general manager, "/strong" > "/p".
 children's clothing can also be "fast fashion"? 
 in fact, there are still areas in children's wear that have not been fully valued and excavated. This part exists in the tiny areas at the ends of children's clothing. For example, at this stage, with the increase in the number of new born babies, baby clothing, urine and other product brands are developing very fast. But in addition to baby wear, care products such as newborn umbilical cord have not been given enough attention. 
 in the fashion of women's fashion, it has been widely sought after by society. The ideal direction for children's clothing development in the future should also be towards the "fast fashion" or the combination quick sale mode. The products in the store will cover all the commodities needed to meet all stages of the baby and children, including children's cars, children's shoes and baby products. But this requires children's clothing brand to have enough products and plentiful product structure to meet the demand of fast selling mode. In fact, many domestic strength children's clothing enterprises also have such strength. 
 Mamie Marka brand products, covering all age groups of 0~16 years old children's clothing, clothing and infant products category. Moreover, products for every age group have some emphasis. Because of this, with the rich, rigorous product structure, and the experience of processing the international fast fashion brands such as ZARA and H&M, the product of the product has formed a complete and distinctive feature. 
 "Cara" brand deputy general manager Sun Jun /p >
"P > " black, white and grey "? /p >
"P", "Ben Cara" brand children's wear, with its distinctive personality, has been widely recognized by people and consumers both inside and outside the industry since its introduction. First, it has benefited from the better processing of brand products in the details of cutting and processing. In addition, the product design dares to use the popular and leisure elements to shrink the English and European style elements of adult clothing to children's clothing. What is most worth mentioning is that "Ben Cara" brand children's clothing is fully deductive by daring to use black, white and ash as the main color system in the aspect of color. 
 although the use of black, white and grey gives the distinctive characteristics of the brand, it is very challenging for children's clothing. Because the product color is relatively small, compared with other brand names that are rich in color, longer product maturity is needed. If the other multicolor brand products in the industry are compared to watercolor paintings and oil paintings, then the black and white "Ben Cara" can only make ink and sketch paintings. In the face of relatively fixed "genre", we must make deep efforts in planning, detail and design to restore products to the attributes of commodities. In this respect, we have to learn from the famous JOJO and T-100 in China. 
 Song Zhanhua, head of the children's clothing industry Office of Zhili Town, /p >
 Where is the strength of the cluster? /p >
 weaving as a "famous town for children's wear" in China, after more than 30 years of development, a relatively complete chain of children's wear has been formed. There are more than 10 thousand children's clothing enterprises including children's clothing production enterprises, children's wear accessories, production enterprises, supporting printing and embroidery enterprises, and skilled workers and labor force of about 170 thousand people. 
 in the industrial cluster of Zhili, children's clothing enterprises can assemble the necessary accessories such as buttons and zippers in half an hour, which will provide powerful help for children's clothing enterprises' production activities. Because of this, Zhili also successfully attracted industrial transfer from children's clothing enterprises in Guangdong coastal areas. At the same time, it has also stepped out of the well-known children's clothing enterprises such as Tong Wang, Yu Er, Meng and Miao Meng. 
 aiming at enhancing the design ability of children's clothing, the government hopes to help small and medium-sized enterprises to improve their design level by planning and designing associations, and fully excavating their respective characteristics and promoting their respective images. Recently, the safety problem of children's clothing at home and abroad has been "repeatedly hit the alarm bell", and the supervision and control of children's clothing quality is particularly important. The town government plans to set up a large quality inspection center, from the procurement of fabrics, accessories, fillers and other source links for quality control. And further stipulate and standardize the use of identification labels, fabrics, lining materials, fillers and so on. 
 market pattern 
 the increment advantage of newborn is obviously less than /strong > /p >.
 "rely on the weather", but also to carefully calculate the brand style to determine the function of the target audience is becoming more prominent. 
 many people in the industry have compared the children's clothing market to the last piece of cake in China's clothing market. More people in the industry believe that since 2012, Chinese children's clothing has gone to the turning point of market activity, category extension, variety fission and brand promotion. Statistics show that China has ushered in the fourth peak of neonatal birth since 2010, and this growth trend will continue to decline for 20 years or so. At this time, children's clothing, as an important part of children's market, has amazing development potential. As a matter of fact, the growth of newborn babies is not the only factor that they value in many brands that have already been involved in or in the field of children's clothing, and they generally need to focus on how to lock in target groups. According to the survey, the largest market share of children aged 0~16 years old is concentrated in 3~12 years old children's clothing. Because the children of this age group have the characteristics of rapid growth and lively and changeable personality, they give children's brand more interpretation space on the product. The product can be developed in terms of function, color, style, edition and so on to fully cater for the needs of children of this age group, so that color and line become the best portrayal of children's character. 
 "relying on the weather" should also be carefully calculated .
P, a professional with many years of experience, told reporters that because children have the characteristics of rapid growth and different age characteristics, the average annual demand for clothing for children at growth stage is around 20 sets. Among them, due to the characteristics of local seasonal change, the largest demand season is concentrated in the three seasons of summer, autumn and winter. Therefore, almost all brands have product lines that are categorized according to climate and regional characteristics. 
 however, domestic clothing enterprises generally have a general understanding of climate zones. The target market is customary defined according to the geographical divisions such as North China, East China and Southern China. This division does not reflect the characteristics of the climate in all parts of the world, and clothing is precisely based on the characteristics of its target market. Therefore, "relying on heaven" requires more meticulous management, and the product structure, design style, marketing mode and circulation mode are reflected according to the characteristics of the target market. 
 brand style determines the target audience /p >
 today's mainstream consumer groups are after 70 and after 80, this group shows a strong subjective desire for consumer behavior characteristics. When buying clothes for their children, they mostly regard their children's preferences and their recognition of products as the primary criteria. If the product has been recognized by the children and parents, then the price will not be a problem. Even for such families, the frequency of children's clothing will be higher than that of adult clothing. Therefore, while doing fine products, enterprises must find a way to differentiate themselves from other brands, but also need a brand inclusive attitude to allow customers to choose other brands that are more suitable for their needs. 
 children's clothing products in the market can be roughly divided into several styles, such as children's fashion, sports, outdoor, leisure, parent-child and so on. Each style of children's clothing has their own different ways of interpretation, and also attracts the target group belonging to this style. For example, JOJO children's clothing in the middle and high-end level in the market is located in 3~12 year old children in black, white color and fashion personality and avant-garde punk style. Brand products have transplanted many adult design elements and fashion trends into the design of children's clothing. They have met the needs of children and their parents. They have won wide acclaim from the market and the audience. With the success of their parents' children's series, T-100 has successfully incorporated the elements of family communication between parents and children, so that it has quickly been recognized by the market. Although the product is simple, the size of the clothes is the same as that of the parents. Slightly more complicated clothing, though not the same in style and color, has a consistent design concept. But this innovation has not only filled the gap in the market, but also increased the price of children's clothing through the pricing combination. 
 function attribute is more prominent .
 children's clothing has also focused on the functional properties of products. In order to meet children's clothing with different ages and different places and uses, consumers are more and more popular. At present, children's clothing products, which are subdivided to meet these specific needs, tend to have clear functional positioning because of the increasing abundance and lively nature of children's involvement. To this end, similar categories of boys and girls children's dress, student dress, party dress and other categories. 
 Sports children's clothing, which is most suitable for children's sports needs during their growth and development, has always had a large market demand. For a long time, internationally renowned sports brands such as Nike and Adidas have also made remarkable achievements in the field of sportswear. Sports brand has great advantages in science and technology and function because of sports brand. In recent years, many domestic first-line sports brands such as Lining, 31st degree, Anta and so on have launched the brand of children's clothing one after another, which has also achieved good results in a relatively short time. Although the product styles of these well-known sports brands are not limited to sportswear, they still retain a large element in their overall style and fabric properties.