The Prospect Of Children'S Clothing Industry Is Broad, "Post-80S" Become The Main Consumer

On Children's Day on June 1, 2013, we always think of children as a group clothing Professional media, we think more about the development of children's wear industry.

　　 The prospect of children's clothing industry is broad

According to statistics, the number of children aged 0-14 in China is nearly 300 million. Such a large population undoubtedly brings demand for children's clothing market. Looking at the children's clothing industry, China has more than 10000 children's clothing manufacturers, with an annual output of about 5 billion children's clothing pieces (sets), of which about 2 billion are sold domestically, with a total sales of about 100 billion yuan. Although the overall clothing industry is in a period of adjustment and the growth of the adult clothing market is slowing down, the development speed of the children's clothing industry in China is still in a rapid stage of development. Benefiting from the continuous improvement of production technology in the children's clothing industry and the continuous expansion of downstream demand markets, the development situation of the children's clothing industry in the domestic and international markets is very promising. Affected by the financial crisis, the overall development of the clothing industry slowed down, and the children's clothing market, which has been growing, naturally became the focus of attention of major enterprises in the industry. For a huge market that has reached a scale of 100 billion yuan, the rising trend of the industry is obvious. How will the children's clothing industry respond to the overall downturn of the clothing industry? This is a problem worthy of serious consideration by children's wear brand enterprises.

In the interview, Cao Zhang, the general manager of Shenzhen Suifu Clothing Co., Ltd.'s children's clothing brand, said: "Data shows that the market volume of branded children's clothing in the children's clothing industry will reach 400 billion yuan in three to five years, which does not include the wholesale volume of children's clothing. Therefore, the market prospect of branded children's clothing is indeed broad, and at this stage, the concentration of children's clothing consumption is relatively low, and children's clothing is really a good industry for brand enterprises."

When talking about how children's wear enterprises should respond to the bad situation of the whole clothing industry, Cao Zhang believed that children's wear brand enterprises with a certain market share need not be too nervous when the situation of the clothing industry is bad. He said: "We don't feel that the industry form is particularly bad. This year, the growth rate of Annell is the same as before, and the growth rate in the past two years is still very fast, which is not affected by the overall downturn of the clothing industry. I think now brands should not focus on absolute growth and growth, but should consider the development needs of the enterprise itself. Of course, this year it is a bit difficult to do, and in the past, the product introduction period Sales may not need to be discounted, but now some promotional means may be needed, and after the product matures, sales will be promoted through discounts, which makes sales growth a bit difficult. However, we still believe that any brand should not only consider the immediate issues, nor focus on the development of three or two years, but also consider the long-term development of the brand and the enterprise. " He said that if the whole industry is not good, as long as the advantages are maintained, brand enterprises will be successful.

Cao Zhang also said that in the face of the downturn in the overall situation, "practicing internal skills" was Annell's choice. Now, the main focus of Annell is to grasp the supply chain system, improve logistics, establish IT systems, improve information networks, warehouse logistics management, channel capabilities, explore new channels, single store staff incentives, HR, etc. These "internal skills" of enterprises that have no direct relationship with sales promotion have become the focus of Cao Zhang's current work.

"Practicing internal skills" has become the overall consensus of the clothing industry. According to the reporter, many adult clothing brand enterprises have inventory problems some time ago. With the exposure of the problem, enterprises are also actively solving it. Until now, most brand enterprises with serious inventory problems have taken various measures to digest inventory, and for these enterprises, They are adjusting their strategies and focusing more on what they are good at. It is understood that Li Ning will focus more on domestic, professional sports and Li Ning brand in the future. When these measures are implemented, they will certainly have a great impact on the future. We have reason to believe that these garment enterprises in China will take a more solid road in the future after experiencing storms.

　　 The post-80s generation has become the main consumption force

For the current and future consumer market, we must have a correct understanding, that is, the "post-80s" and "post-90s" will gradually become the mainstream consumer groups. Understanding their consumption habits and preferences is undoubtedly what every consumer brand enterprise needs to pay attention to.

The generation born in the 1980s is known as the "post-80s generation". At present, there are more than 200 million "post-80s generation" in China. For a long time, the post-80s generation has been regarded as a special and controversial group, and has received extensive attention from the society. They have been called "little emperors" and "little princesses" since childhood. They are independent, simple, talented, enthusiastic, straightforward, fashionable and innovative. Today, many of these "post-80s" who are between the ages of 24 and 33 have taken up jobs, formed families and become parents. The post-80s generation has gone through the baptism of social processes such as market economy, globalization, and the Internet. Their consumption concepts and behaviors are different from those of their parents, and their influence on the social consumption structure is growing. They are becoming the medium strength of China's consumer market. The "post-80s" have grown up in today's consumer culture environment. They pay more attention to sensibility in material pursuit, love computers and the Internet than books, and are easily infatuated with or addicted to something without spending money. The hedonic consumption concept of buying cars and houses in advance has long been deeply rooted in their hearts. As the main consumer group in the next few years, the "post-80s" are consumers with more pragmatic enjoyment and more mature brand selection ability. They pursue individuality, fashion and fast fashion, and also have high requirements for brand integrity.

From the perspective of the competition pattern of the children's wear market, at present, international brands occupy half of the country and almost monopolize the high-end market, while the brand influence of domestic brands is not strong. Children's wear is different from adult wear. The buyers are the children's parents, so they have high requirements for the brand. As the main consumer group in the children's wear market, the "post-80s" consumers pay more attention to the brand and brand added value than the "post-70s" and "post-60s" in the past, so for brand children's wear, this main consumer group provides a favorable guarantee for the development of brand children's wear, and brand children's wear should be considered a good period of development at present.

Guangzhou Liguo Clothes & Accessories Chen Minjun, a limited company, said when talking about "post-80s" consumers: "The post-80s parents' consumption concept is no longer as conservative as that of previous generations' parents, preferring more traditional styles and colors, and focusing on price. Instead, they pay more attention to quality and safety, need more fashionable and personalized styles, and parents' consumption is more dominated by children's awareness. So in order to better adapt to the current market demand, we strive to make children's clothing more innovative and fashionable in style design, More attention should be paid to the quality and safety of products, and the brand image and terminal services should be further optimized and improved. "

Cao Zhang said when talking about the "post-80s", the main consumer group of children's clothing: "The post-80s generation can't be compared with the post-70s generation and the post-60s generation. They are different from their predecessors in terms of living environment and economic conditions, and more importantly, their consumption concerns are completely different. The post-80s parents will pay more attention to the safety of children's clothing, personality and fashion. Safety is what Anil has always insisted on, and Anil has also made great adjustments in personality and fashion." Since the autumn and winter of 2012, Annell has made a major adjustment in the overall design style. The whole style is closer to the fashion style of Europe and the United States, and closer to the style of international brands. From color to style, it has been upgraded to a higher level. "In order to cope with the habits of the 'post-80s' consumers, Annelle used to choose more fancy colors, red, green, rhubarb and other colors. From the autumn and winter of 2012, we began to choose more dark, elegant, soft and fashionable colors, which are closer to the color application of international brands, and strive to improve the fashion of the brand. Because we know that both adults and Children wear clothes In fact, there are two points, one is security, the other is fashion. " Cao Zhang said that in 2012, the design style of Annelle had made such a big adjustment in order to make the whole brand style more inclined to the consumption style characteristics of "post-80s" fashion mothers and personality mothers.

As for the successful transformation of Annell, Cao Zhang said, "Our current style has a high degree of fashion and personalization, and the transformation span of this style is indeed large, so we have lost a number of customers in third tier cities. However, we do not feel particularly great pressure on sales, and we have gone beyond the concept of children's clothing that was the same in the past '70s'. Big red, big green, big flower, kitten, dog, rabbit, and children's clothing before This has always been the style. " Cao Zhang said that at the 2012 autumn and winter order meeting of Anell, customers had great differences. Many customers in the second and third tier markets would feel that the color was too dark to sell, but at the same time, the new style was supported by customers in the first tier cities. "Of course, we made some adjustments to make the especially dark colors brighter," Cao Zhang said. Annell is not only more inclined to choose elegant colors, but also no longer uses large area of printed embroidery on printed embroidery. Cao Zhang said that the comfort of large area embroidery is relatively poor for children, and children will be very stuffy when wearing it. Now, Annell will choose smaller patterns and use water jet printing instead of offset printing in the past.

　　 "More details and design adjustments were made to meet the consumer needs of post-80s mothers. From the beginning of commodity planning, colors, patterns and patterns are more simple and fashionable. If children's clothing does not have its own distinctive brand personality, how can it stand out? We really made great efforts to get rid of the situation of" the whole concept of children's clothing, one style "in the past determination. In the current situation, many people think it is an adventure to seek for differentiated style adjustment, but I think it is too late if the product design style does not change now. There will always be opportunities to change, and unchanged means being eliminated in the future. " Cao Zhang said so. The change of product design style of Annell has been successful. Cao Zhang said that the third tier cities still need to digest. Some customers have lost, but another group of customers in the first and second tier cities are very supportive.

As the social consumption power begins to shift to the "post-80s" and "post-90s" generation, there is no doubt that the popularity of China's children's clothing market will continue for a long time. At the same time, the competition between international children's clothing brands and local children's clothing brands, professional children's clothing brands and ready-made children's clothing brands in this field will also become more intense. In the face of many opportunities and challenges, children's wear brands, which have a long way to go on the road of development, still need to increase investment in brand construction, and strive to cultivate children's wear brands recognized by consumers in a short time.

　　 Who will dominate the top three in the future

The future development and trend of the children's wear industry has always been the focus of the brands in the children's wear industry. Who will become the top three brand and who will become the children's wear brand with the largest market share will become the answer that everyone is looking forward to.

For this problem, Li Guo's children's wear Chen Minjun said: "In the future, children's wear that will become the top three must focus on the operation of children's wear brands, have a clear brand positioning and style, have a professional and excellent research and development and operation management team, and have very rich experience in children's wear design, production and brand management."

However, Cao Zhang believed that the reasons for the children's clothing to become the top three in the future must be comprehensive. First of all, capital will be a reason. Capital injection enterprises will win in scale. They will acquire other brands to form a monopoly in the market. Such brands will have the opportunity to become top three. In addition, those children's clothing brands with characteristics, persistence and cultural concepts will also have the opportunity to become top three.

"Children's wear brands with characteristics, persistence and cultural concepts will go further," Cao Zhang said. The brand's own brand power, brand influence, customer awareness of the brand, brand management ability, etc. These comprehensive brand capabilities are very important for the brand to go forward in the long run. "Now children's wear is still in a period of scuffle, and it will be concentrated at a certain level of development. Even with the help of capital, it will ultimately be inseparable from its own management and brand operation capabilities. When a brand has these capabilities, it can acquire other brands, and eventually form a monopoly and concentration. The higher the concentration, the better the brands with distinctive personality in the children's wear industry will go." Cao Zhang said that in the long run, the best way for children's wear is for a company with long-term vision and dreams. He said that his dream is 2046. By that time, the brand of Annell will have been 50 years. At that time, he hopes that the brand of Annell will still develop healthily and healthily. I hope consumers at that time still say that the quality and quality of Annelle is reliable in their mind, which is a brand thing to do, which is Cao Zhang's deep dream.