Children'S Clothing Industry Is Facing New Development Situation. The Whole Garment Industry Has Entered The Adjustment Period.

In 2013, China's children's wear industry is facing new development. Due to the whole a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > industry entering the adjustment period, the domestic and international market environment is becoming more and more serious. Meanwhile, the upstream raw material prices continue to rise, leading to the reduction of the industry profits, so the market competition of children's wear industry is becoming increasingly fierce in China.

Faced with this situation, children's clothing enterprises should actively respond, pay attention to training innovation ability, continuously improve their own production technology, and strengthen their competitive advantage.

At the same time, children's clothing enterprises should fully grasp the market operation situation of the industry, constantly learn the latest technology in the industry, understand the trend of the industry and grasp the development trend of the industry competition. Only in this way can enterprises fully understand the development trend of the industry and its position in the industry, and formulate the correct development strategy so as to enable the enterprise to gain the leading edge in the market competition.

< /p >

< p > < strong > the change of channel has arrived. < /strong > < /p >

< p > talking about the channels of garment industry, the first thing that still comes to mind is the traditional channel department store business and agent dealer, but there is also a new and fast developing channel -- e-commerce.

< /p >

Since P, 2012, there has been a sharp decline in the sales of the department stores, but e-commerce has been rising rapidly. E-commerce in China is showing explosive growth.

E-commerce has developed into a new strategic industry in China, and will become an inevitable trend of cross-border trade development in the future.

< /p >

As of December 2012, the number of Internet users in China reached 564 million. In 2012, the number of online shopping users in China reached 247 million. P

The scale of online retail business is expanding. According to the monitoring data of China Electronic Commerce Research Center, at the end of 2012, the number of enterprises in China's B2C, C2C and other electric business models has reached 24875, representing an increase of 19.9% over the 20750 in 2011.

With the popularization of Internet and the change of traditional payment concept of users, more and more people use electronic payment.

All these aspects provide a good environment for the development of clothing e-commerce.

< /p >

< p > when it comes to how children's clothing industry should face the channel change and plan for brand channels, Chen Minjun, a target= "_blank" href= "http://www.91se91.com/" > dress /a > Co., Ltd., said: "for the channel development of children's clothing brand, first of all, you must have a clear and clear positioning of your brand; different brand channels will also be different. The main line brands are mainly shopping malls and independent stores. The second line brands are mainly business super, maternal and child shops and exclusive stores, and network sales also give children's clothing brand channels great room for development." Chen Minjun said.

< /p >

Liu Zhao, chairman of Shanghai JINGDING cats and Children Products Co., Ltd., said: "these two years are the period of shuffling for the garment industry. This is both an opportunity and a challenge for children's clothing enterprises." P

We should see that with the further promotion and deepening of the integration of urban and rural areas in China, the demand for children's clothing for children in rural areas has increased rapidly, and the total demand of Chinese children for children's clothing is rising. The situation and demand put forward new requirements for children's clothing enterprises. We should insist on good quality, fashionable and comfortable design, create famous Chinese brands, and find new ways of innovation on the basis of traditional industries, so as to achieve the integration of Internet and Internet.

Liu Zhao also said that tinkling cats are constantly improving the brand terminal layout, and the intelligent management platform currently being developed is to plug in the wings of the Internet and information technology on all traditional bases, and create a new business mode of rapid design, rapid production, fast logistics, rapid sales and fast capital turnover.

Under such a mode, every person interested in design can participate in the design of tinkling cat's children's clothing, better combine the characteristics of Chinese children to optimize the combination, inject the full understanding of fashion and trend into every "tinkling cat" children's clothing, and accelerate the integration and sale of the online and offline integrated sales mode, and combine the business channel with the existing 1500 terminals effectively, improve and enhance the channel of tinkling cat, and create a fast fashion and super efficient children's clothing business mode for the group's brands.

< /p >

Cao Zhang, general manager of Shenzhen year Fu Clothing Co., Ltd., referring to channel changes, said: "shopping mall was really sad in 2012. Facing the challenge of electronic commerce, the shopping mall faced severe sales situation this year." P

For some shops which are originally lack of business characteristics, they can even be said to be a disaster.

We still have many stores selling "standard parts", and with the rise of electricity providers, sales of standard parts in shopping malls will be hit hard.

In 2012, there was a real problem with the "shopping mall" as the main business tool and purpose. According to statistics, the total sales volume of department stores in 2012 decreased.

< /p >

< p > we also see that with the increase of rent, the pressure of brand in shopping malls is increasing. All kinds of promotions made by stores in order to improve sales will also affect the interests of brand enterprises. If the channel of shopping mall does not change, there will be many problems in the future.

But it can not be denied that the mall is still the main channel for children's wear brands.

Compared to shopping malls, Shopping mall will take account of experience and consumers' needs. It is a very good channel mode.

After entertainment and shopping, the consumption habits of consumers now have changed, and the phenomenon of shopping before shopping is less and less. Instead, they buy some clothes that are needed after entertainment.

So for children's clothing brand enterprises, Shopping mall is a very good channel choice.

Children's clothing industry's traditional channel stores are still indispensable channels for children's clothing development. Stores are mainly convenient and close to consumers. They are the terminal channels that consumers can quickly get the clothes they need. This will also be one of the channels for children's clothes to develop.

< /p >

< p > clothing brand enterprises do have many favorable conditions for e-commerce.

First of all, for garment manufacturers, profits can be reduced by developing e-commerce and reducing costs and improving efficiency.

This is the main source of profit for most companies in developing e-commerce.

Secondly, the change of fashion requires garment companies to track the market in real time, anticipate the change of customer needs, and react quickly to customer requirements. E-commerce, through the survey of user interest and the collection of customer feedback information, provides a low-cost technical means for enterprises to achieve this goal.

Finally, e-commerce will promote the rapid spread of information and technology across the world. At least in the ability to acquire information, Chinese garment enterprises will narrow their distance from the developed countries.

The development of "new economy", represented by network technology, represents another industrial upgrading of developed countries. This will also bring huge market space to China, and e-commerce can become a sharp tool for clothing enterprises to enter this market.

< /p >

< p > Cao Zhang talked about the advantages of traditional offline brands in e-commerce. "E-commerce is very suitable for offline children's clothing brands."

After entering 2012, Taobao sales ranked the top ten children's clothing brand was quickly occupied by the offline brand.

This phenomenon of sales change is related to years of accumulation of offline brands. "

He said that accumulation includes accumulation of brand, talent and management experience.

After years of operation, the offline brand has become a brand that consumers believe in. Many years of offline close contact has made the offline brand branded deeply in consumers' hearts.

In addition, most of the offline brands have been steadily trained in the market for many years, and have a stable supply chain management system.

Amoy brands are good at operating capabilities. They are familiar with the electricity supplier channel and know how to sell goods, but selling only half of the sales.

For clothing products, how to make it, and quality and quantity, this is very important.

If we want to do this, we need to have a stable supply chain system to provide protection as well as offline brands.

< /p >

< p > Cao Zhang said that after a period of operation and exploration, there is no essential difference between the electricity supplier and the department store for the brand of children's clothing, because their business nature is the same, that is, the channel.

"Ultimately, let mother and child get fashionable, good quality" a target= "_blank" href= "http://www.91se91.com/" > clothes < /a >, which is the fundamental basis.

The brand and channel that can provide this service is the brand and channel that consumers need.

Through Taobao, shopping mall or exclusive stores are all providing customers with this kind of service.

In the final analysis, clothing is still selling brands, selling talent team, management team, selling brand culture and precipitation.

< /p >

< p > < strong > quality is the most important. < /strong > < /p >

< p > on the eve of this year's "61" International Children's day, the industrial and commercial bureau has carried out quality monitoring of 20 batch of children's garments produced by 20 enterprises in 7 provinces and municipalities directly under the jurisdiction of Fujian, Jiangsu, Zhejiang, Guangdong, Beijing, Tianjin and Shanghai in the circulation field.

According to the relevant standards and requirements, 13 indexes including fiber content, formaldehyde content, decomposable aromatic amine dye, color fastness to washing, color fastness to water, color fastness to perspiration, color fastness to dry friction, color fastness to saliva, color fastness to moisture, size of washing, size of pH, odor and marking were identified.

The main problems are 6 batches of fiber content index and 2 batches of washing size change rate index is not qualified.

< /p >

< p > we find that every year children's clothing quality inspection always has such problems. In the face of the quality problems of children's clothing, sensitive consumers are not the only ones. The quality of children's wear brands that they pursue is the most important thing they will never overlook.

< /p >

< p > strict requirements for the quality of children's clothing are Cao Zhang's constant pursuit.

He said that today's "post-80s" mothers will be very concerned about the safety of their children. They are willing to spend money on their children's safety. Children are most afraid of environmental problems when they grow up.

"We have done a lot of work in quality. Every year, all fabrics and products need to go to quality inspection, and the quality inspection cost is over millions per year.

In the production process, efforts have been made to check as much as possible.

From the beginning of the production order, including procurement, factory production, printing, embroidery, water washing, each has strict quality assurance system.

When there is a problem, we will find out the cause and deal with it in time, and recall and recall all the unqualified products.

< /p >

< p > he mentioned one thing in the course of development: "two years ago we had two kinds of yarn skirts, and a little bit of yarn was found during the sale.

At that time, the two skirts were sold very well, 500 yuan per piece, but we decided to go off the shelves and recall them all. The value of the two yarn skirts is 10 million, and now 10 million of the products are still in the warehouse.

For the sake of brand reputation and reputation, he spent a lot of money on quality.

Cao Zhang believes that the quality of brand children's clothing is actually determined by the corporate culture.

If the boss wants a good product, every brand can do it.

There are many quality problems in the products, most of which are corporate culture oriented problems. The boss of this company wants to make quick money.

In order to lower the cost, use bad dyes, processing technology, fabrics.

"The key lies in how the enterprise wants to locate, how to walk, whether the enterprise wants to be a long-term brand. If it is such an idea, it will not do anything for short-term interests to damage consumers.

For more than 10 years, the brand has not been able to do anything harmful to the interests of consumers.

Cao Zhang said, never try to deceive customers, customers are smarter than anyone. Finally, you will know what tricks you are playing, and only sincere treatment will be recognized.

This is also the basis for his future survival.

< /p >

< p > for the future development plan, he is expanding the baby brand.

"Extending to the baby side is to find a new growth point for the company.

He concentrated on the field of children's clothing and did not want to extend to other extensions.

As a brand of children's clothing, the development of children's children is reasonable.

Because the extension of the baby is shared with our brand in supply chain, production, R & D system and so on, there is no increase in risk.

Cao Zhang said.

< /p >

< p > "our baby brand is still positioned in the middle and high-end. In the future, we do not want to take the price route, but take the quality differentiation route.

We still have an advantage in making children, because children have higher requirements for fabrics.

Ann will continue the core competitiveness of children's fabric, and the fabric comfort of baby products will also become the core.

Cao Zhang talked about it.

He also said that being a child is a long-term plan for Fu company, which is also good for the company, because it is very close to the core competencies of ANN.

Year Fu regards the baby as a new growth point of the company, training young children, and preparing for the future development of the brand.

At present, the baby brand of the year Fu company is expanding its category. In August, baby products will go to the Shanghai children's show.

"The extension of our development strategy is very robust and will not easily take a step forward.

Because the extension of the baby has a very good match with our own core competitiveness, and the market needs, and the need for strategic development, we can cultivate a new team through the baby's test water, and lay a good foundation for our multi brand operation. "

< /p >