Expert Analysis Of Children'S Wear Market Development In 2013

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< p > < a href= > http://www.91se91.com/pioneer/ > Zhang Congming < /a >: Ming Wei < a href= > http://www.91se91.com > > shoes and clothes > /a > chairman of the Company Limited < /p >

< p > > a href= "http://www.91se91.com/news/index_s.asp" > Chen Zhicheng < /a >: 361 degrees (China) Co., Ltd. < a href= "http://www.91se91.com/news/index_f.asp" > children's wear > /a > Business Center General Manager < /p >

< p align= "center" > strong > pattern change trend: the industry will continue to develop and enterprises need to deal with the crisis calmly. < /strong > /p >

< p > < strong > Chen Zhicheng: the prospect of children's wear is considerable. < a href= "http://www.91se91.com/news/index_q.asp" > brand > /a > need to improve self-confidence.

< p > children's clothing market has great potential. Recently, more and more adult shoes and clothing brands are reaching their children's clothing field. This "Nuggets" continues.

However, due to the lack of children's clothing operation experience, many adult shoes and clothing brands are also facing many bottlenecks. The most prominent problem is that children's clothing is not clearly positioned, and products are similar to adults.

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< p > for this, Chen total analysis, many enterprises only regard the children's clothing brand as the subsidiary brand of the assembly, did not hire professional operators to operate children's wear items, do not care about children's wear and tear, lack of confidence in operation, and have no determination to make children's clothing bigger and stronger.

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< p > < strong > Zhang Congming: internal and external training to deal with crisis < /strong > < /p >

< p > although the development of children's footwear industry is on the rise, the brand still faces "internal and external troubles".

On the one hand, the United States, the European Union, Japan and ASEAN have four major export earning market crises, which will have a greater impact on export enterprises. 50% of them will be closed down. On the other hand, from the domestic market, raw material prices are soaring and inventory accumulation is serious, which will lead to difficulties in capital turnover.

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< p > Zhang believes that there will still be "big fish eating small fish" in the future.

For children's shoes and clothing brands, listing will be a watershed.

Big brands will become bigger and bigger with the help of capital, and small brands will gradually be eliminated by society.

In this environment, small and medium-sized enterprises should not only strengthen their internal strength, but also actively strive for support from the government in policy.

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P align= "center" > < strong > Listing trend: enterprises will accelerate the pace of entering the capital market < /strong > < /p >

P > strong > Zhang Congming: a solid foundation, a benign listing < /strong > /p >

"P" in December 24, 2012, Jinjiang Ming Wei (CAMKIDS) Footwear Co., Ltd. was successfully listed in the British gem, born the first stock of child shoes industry, the first to play the banner of capital operation.

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< p > Zhang told reporters that the brand of camel (franchised store) in China has been operating in China for only 3 years, and then successfully landed in the UK capital market. The reasons are: first, brand differentiation positioning; Mingwei is the first enterprise to do mountaineering outdoors in the country; two, stick to the integrated operation road of shoes and clothing; three, locate the middle and high end, the product range is rich and the added value is high; three, enter the top domestic shopping malls in the country; four, the brand advocates "walking with love", the enterprise is full of sense of responsibility, and is in harmony with the society. "CAMKIDS"

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< p > enterprise development is inseparable from capital "this sharp weapon", must actively strive to enter the capital market.

"It is difficult to list abroad, and every aspect must be mature.

Enterprises should be listed on a healthy basis. Laying a solid foundation is the prerequisite for listing.

"Zhang said.

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< p align= "center" > strong > channel trend: shopping mall counters and small and medium street shops mainly /strong < /p >

< p > < strong > Zhang Congming: shopping mall is an important channel for children's outdoor brand < /strong > /p >

< p > shopping malls have their unique advantages, superior shopping environment, complete supporting facilities, and after-sales service in place, which can attract more people to flow and promote publicity, which is conducive to brand awareness.

As the subcategory of children's shoes, outdoor children's shoes are better than sports shoes, and the price is high.

The CAMKIDS camel brand has just opened up the domestic market with the help of all the leading shopping malls in the country.

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< p > Zhang Chang said that CAMKIDS camel brands have always been developing a high-end shopping mall in the second tier cities. In 2013, CAMKIDS will accelerate the development of the county level market with increasing purchasing power.

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< p > < strong > Chen Zhicheng: brand will focus on developing monopoly channel < /strong > /p >

< p > strong > 1., the expansion speed of monopoly channel will be accelerated < /strong > /p >

< p > on the construction of the channel, Chen believes that many adult shoes and clothing brands are opening up the shopping mall channels at the beginning of the trend, which is not conducive to brand development.

On the one hand, the shopping mall has a high threshold, so the brand will cost a lot of money and energy to enter the shopping mall. On the other hand, the limited area of the shopping mall counters is difficult to display the product series.

And the opening of exclusive stores is relatively flexible.

Therefore, the 31st degree children's clothing always focuses on the construction of monopoly channels.

Of course, if the enterprise monopoly system is strong enough, the shopping mall will take the initiative to find it.

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< p > "the first two years of the brand launch are the key years of the market channel, and need a lot of funds to support it.

At present, most children's wear brand stores are in 200-300.

In the future, the expansion of these brands will gradually increase.

"Chen said.

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< p > < strong > 2. children's wear shop mode is difficult to achieve climate < /strong > < /p >

< p > the coverage of children's products is wide. In order to "net all phenomena", some brands began to test the water store mode.

Chen believes that children's clothing store mode will not prevail, and capital and management is a big problem.

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< p > "children's clothing sales profit is thin. Unless the store is located in the more remote areas, the expensive capital and management expenses can not be borne by the enterprise. If it is not enough to make ends meet, it will eventually affect the development of the brand.

"Chen believes that compared to small shops, the advantage of big stores is not a huge increase in turnover, but a rich product range that enables the brand image to be fully displayed.

Most enterprises do not have enough capital to support so many large stores.

Therefore, children's wear shop mode will not become a trend.

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< p align= "center > > strong > talent problem: manpower cost rising, practical talent shortage" /strong > /p ".

< p > < strong > Zhang Congming: the supply of human resources exceeds demand < /strong > < /p >

< p > a lot of business pressure comes from the increasing labor cost.

Zhang told reporters that in the past 3 years, the wages of civil enterprise employees have risen by 40% overall. Some middle and senior managers have paid tens of thousands of yuan a month, and the salary of grassroots management is less than two thousand or three thousand yuan.

Some enterprises with low management efficiency and lack of financing channels have been closed down due to overburdened, and a large number of workers are unemployed.

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< p > "the problem of excess human resources will be more severe in 2013.

Although the supply of human resources exceeds demand, the wages of workers only rise.

Human resources crisis is a major problem facing the society.

"Zhang Chang said.

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< p > < strong > Chen Zhicheng: pay attention to internal personnel training < /strong > < /p >

< p > recently, the turnover director of children's footwear industry has been quite frequent.

Chen believes that this is caused by many factors.

Business is hard to do. It's not as good as a year.

And marketing talent is not hard to eat, opportunistic, results are not satisfactory, the two is on paper, the planning is too empty, once the problem is shirking responsibility.

Moreover, the industry's salary bubble is serious, and the mismatch of strength and salary is a big problem for the industry.

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< p > Chen believes that most enterprises lack talents with actual combat experience.

Many business owners are short-sighted, do not know how to cultivate talents, and when they have difficulties, they expect the airborne troops.

In fact, airborne troops often do not cure old injuries.

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< p > "training talents from within can not only stabilize the management class, but also be familiar with the development process of the company and encounter problems.

"Chen said.

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< p align= "center" > strong > Product Trend: location differentiation, functional enhancement < /strong > /p >

< p > < strong > Zhang Congming: pay attention to product functions and details, increase the added value < /strong > /p >

< p > < strong > 1., clothing is the most important part of the game. Avoid doing business behind doors. < /strong > < /p >

< p > clothing added value is high, and can attract more attention. Brand must pay attention to the integrated operation of shoes and clothing.

Zhang introduced that the camel brand of CAMKIDS imported clothing items from the beginning. Now, clothing has accounted for 60% of the product structure.

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< p > when talking about the secret of success in clothing operation, Zhang said that clothing has a high demand for research and development capabilities, and enterprises must never be closed behind doors. Instead, they should be guided by the market, respect the market and the public's vision, and learn to imitate and innovate.

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< p > "the best selling products in foreign markets are very fashionable and the color is very pure.

These costumes usually take place within a year or two before they are popular in China.

Therefore, we will buy some styles and convene designers to do research.

For example, 10 designers of a garment have 7 favorably, then we should seriously consider it as a new style.

"Zhang Chang said.

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< p > < strong > 2. pay attention to details and care for children < /strong > < /p >

Zhang P seems to be full of love to make shoes well.

He believes that children's outdoor brands should work harder to enhance the functionality of products, so that children can wear safety and comfort.

On the one hand, enterprises must cooperate with large suppliers to strictly screen materials, ensure material safety and quality; on the other hand, attach importance to investment in science and technology and enhance the functionality of products.

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< p > in addition, detail processing is particularly important.

"The cloth we bought must be washed first to prevent the clothes from fading.

Although the cost will increase, the details will be handled in order to get the recognition of consumers.

"Zhang said.

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< p > < strong > Chen Zhicheng: product positioning differentiation < /strong > < /p >

< p > 2012 the dragon year has promoted the development of baby products, and saw this strong development momentum. Some children's wear brands have launched the series of baby shoes and baby clothes, but some of them have been indifferent to this brand and always adhere to the original brand positioning.

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< p > Chen believes that parents have different attitudes towards buying clothes for infants and young children. The positioning and marketing methods of these two kinds of products are also different. Children's clothing and baby clothing are operated together, and 1+1 is not more than 2.

Therefore, the children's clothing is only 3-14 years old.

In the era of industry differentiation, brand can only achieve success only by subdividing products.

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< p align= "center > > strong > marketing trend: pay more attention to the accuracy of marketing input < /strong > /p >

< p > < strong > Chen Zhicheng: choose a suitable brand marketing mode < /strong > < /p >

< p > < strong > 1. the choice of International Animation licensing is more conducive to brand development < /strong > < /p >

< p > in the children's shoes and clothing industry, the development of animation marketing is rising.

Many domestic enterprises believe that the cost of animation marketing is far lower than that of the animation image. Therefore, they choose to cooperate with animation companies to create exclusive animation images.

Chen does not agree with this practice. He believes that the children's footwear industry has set off a boom in animation marketing, but the real success of the cartoon image is rare.

Acceptance of internationally renowned cartoon image licensing investment is high, but the effect is also fast.

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< p > "animation marketing should eventually be implemented to enhance the performance of the terminal. If the animation is not well-known enough and the animation elements are used in children's clothing, it will not be recognized by consumers. Then the inventory problem of children's clothing will be worrisome.

"Chen said.

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< p > < strong > 2. sports children's wear brand can choose sports marketing < /strong > < /p >.

< p > always, adult sports apparel brands are keen on sports marketing. As sports apparel brands, the sub brands must be followed by flags.

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< p > "although it has no direct effect on children's clothing sales, it helps to enhance brand awareness.

Sports marketing for children's clothing can open the market by borrowing the popularity of the mother brand, so that agents can have more confidence in the operation of children's clothing items.

"Chen introduced the 31st degree children's clothing in addition to competing with the top youth competitions in China, and often sponsored primary school table tennis competitions, primary school sports meetings and so on.

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