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Children'S Formats Become Standard Brands And Scarce Brands.

2013/5/25 21:00:00 25

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Scarcity Of Leading Brands Leading Brands Scarcity Of Brands

children's day has not yet arrived, and thematic promotions of businesses are in full swing.

Due to the concentration of customers, the order of relevant businesses has increased significantly.

Beijing Business Daily reporter survey found that the baby boom market driven by children is a blue ocean, but the leading brand and a single largest retail channel has not yet appeared, is still in a state of competition.

reporter survey found that Suning Yun business force "red children" is only a microcosm of the industry.

In the face of the rapidly growing children's market, every business enterprise wants to share a cup of cake from it.

With analysis and prediction, China will become the largest consumer market in the world.

However, despite the blowout of children's market, the domestic children's market is still in the "Warring States period" and lacks leading brands.

Shang Chao, the standard of children's business is standard

for shopping malls, especially shopping centers, children's formats are not only attracting children to experience and consume, but also carrying the role of expanding family consumption and improving user stickiness.

for example, in the first year of May 1, the first orlis has set up free facilities and projects for children to rest and experience in two squares, such as slides and clowns, or even a few little rabbits for children to feed.

In the planning, the first Oteri J will also build a nearly 3000 square meters of children's amusement facilities on the three floor.

Coincidentally, Huarun colorful city will also build an area of 4500 square meters of "Snoopy children's paradise" to attract family visitors.

the head of a children's clothing brand in China indicates that children's consumption has become one of the driving forces for stimulating household consumption.

Therefore, many shopping centers have begun to adjust their children's formats to the same level as adults' a target= "_blank" href= "http://www.91se91.com/" > clothing > /a, so as to promote the sales of peripheral shops.

in the face of the huge market for children, supermarkets also began to exert their efforts in toy products.

Beijing Business Daily reporter learned that from last year, Carrefour store appeared in the world famous toy brand Fisher.

As the world's largest toy manufacturer, Mattel Inc is the most popular toy brand for infants and young children. Fisher has become the No. 1 brand of baby toys in mainland China.

Less than P, however, consumers used to buy Fisher toys through the Internet and toy stores, and sales in supermarkets were the first in recent years.

It is understood that Fisher went to Carrefour to do promotions on a regular basis, sometimes even cheaper than online stores.

This has brought in many fashionable young mothers who believe that all the toys sold in supermarkets in the past were small brands without protection.

In order to buy toys like Fisher, they even buy them through the sea.

the scarcity of leading brands in professional stores is less than /strong > /p >

data show that in 2005-2009 years, the scale of China's children's consumption market increased from 74 billion yuan to 165 billion 300 million yuan. It is estimated that the scale of domestic children's consumption market will reach 311 billion 100 million yuan this year.

Taking the clothing industry as an example, the children's clothing in China already has a market scale of 100 billion yuan and a scale of 5 billion production.

Faced with such a potential market, children's clothing has gradually become a "cake" for clothing companies competing for each other.

although many brands rush into the children's clothing market and take it as the driving force to drive the profit growth, Liao Yanchun, President of China's infant and small commodity Specialized Committee, once said that the scarcity of brand is still an obvious weakness in our children's clothing industry.

It is understood that at present, 70% of children's clothing manufacturers in China are in a state of no brand, many of which are mainly processed and OEM.

Although some children's wear brands have begun to rise in recent years, children's wear market is still in a "mixed up" stage, and there is a lack of charismatic enterprises.

there are people in the industry who believe that children's wear will be the only fast growing market in the garment industry.

It is precisely because of the hot market of children's clothing that more and more clothing brands will reach their children's clothing.

In ZARA, H&M, UNIQLO and GAP stores, children's clothing areas are embedded in a larger area.

the Beijing Commercial Daily reporter has learned that since 2010, the children's wear has been the first independent appearance of Lining's children's wear in this year's twenty-first China International a target= "_blank" href= "http://www.91se91.com/" dress "/a" exposition, and Lining has been authorized to operate the Tianjin wide cat.

Lining and 361 degrees, Anta, XTEP, Semir and other brands have said that children's clothing has become a bright spot for growth of business performance. This year, the company will continue to increase children's clothing business and expand children's wear stores.

Chen Zhicheng, general manager of 361 degree children's wear Co., Ltd. believes that the whole children's clothing industry will enter a blowout period after two years and is expected to maintain an increase of two or three.

Zheng Hongwei, vice president of Semir apparel Limited by Share Ltd, said that Semir's "Bali Bala" children's clothing occupied more than 200 square meters in the new image shop of Semir's "test water" last year, and the two brands were operated separately.

> there is no single major situation in the electricity supplier section /p >

the convenience consumption of the electricity supplier has become the first choice for shopping mothers and infants.

The old mother and child professional website red child was bought by Suning at a super low price, and Yue you pregnant baby has been developing steadily. Tmall, Jingdong, Dangdang and other B2C business platform have overweight mother and baby market.

But from the current perspective, no matter whether it is professional or comprehensive, there has not been a single major situation, and the stability of customers needs to be improved.

related information shows that the most important way to buy milk powder is the offline supermarket, but the purchase of e-commerce channels has become a trend.

It is reported that 72.7% of parents will buy milk powder through offline supermarkets, 43.8% of parents will choose to buy the vertical mother and baby website in China, while the proportion of shopping websites such as Tmall and Jingdong will be 36.5%.

In addition, there are some parents who use Hai Tao or purchasing way, accounting for 15.3% and 20% respectively.

in self-help marketing B2C, Jingdong, Suning and other collective efforts to the mother and baby market.

Last year, after Suning 66 million US dollars, the Gome online announced that it invested 1 billion yuan in the layout of the mother child market. In January, Dangdang listed the mother and infant and books and clothing as one of the three major strategic categories. Last month, in order to expand the mother infant market, Jingdong Mall reached a strategic cooperation agreement with several famous brands of mothers and children, and the sales volume was expected to reach 5 billion yuan.

So far, the main domestic electricity providers have begun to plough B2C mother and baby market.

the competition for mothers and children has not led to a unique situation in the mother infant market.

People in the industry pointed out that Tmall in the domestic market for mother and infant e-commerce is very high, because there is no self-management category, has not yet formed the core competitiveness.

Jingdong, Dangdang and other B2C electric providers adopt the mode of proprietary + open platform. Although there are many kinds of products, the quality supervision of the open platform is always difficult to solve.

Suning.com, Gome online and the old maternal and child vertical business cooperation, in the professional guarantee, but the start is still late.

many executives admitted that for the electricity supplier, in addition to optimistic about the development of mother and infant category, the mother and baby market is also intended to increase the viscosity of platform users.

The head of a large electricity supplier said that the stickiness of mother and infant category to customers is only three years. Although the stickiness of these users is quite high, once the children grow to 3 years old, there is a rigid loss of these old customers.

"Other commodities on the B2C platform can continue to provide services to retain customers and repeat purchases.

However, despite the wide market prospect of baby industry in China, the gross profit margin of maternal and infant products is very low, and the operation needs to be very cautious. "

from the purchase characteristics of mother and infant online shopping group, price is not the primary factor affecting choice. On the contrary, product brand and quality guarantee are the primary factors for consumers to consider.

In order to really win the hearts of consumers and win a more long-term future, e-commerce enterprises must always maintain a "sense of authenticity" to provide consumers with quality assurance products and perfect after-sales service.

industry analysts believe that at present, the domestic infant market concentration is low, and the competition is out of order.

"Unlike other products, children's products will be hard to recover once there is a trust crisis.

There is a long way to go for our children's consumer goods market to mature. Enterprises still need to work hard in brand building, product quality, industry supervision and so on.