The Baby Market Is On The Line.

Dangdang once again showed its march to the public. Baby market Determination.

In recent days, Dangdang and the well-known mother and child retail brand children Wang Dacheng strategic cooperation, "children Wang Dangdang flagship store" officially entered the Dangdang platform, the two sides hand in hand deep ploughing baby market.

According to the AI consulting report, the number of infants aged 0 years old in China is about 70000000, with the number of newborn babies reaching 16 million ~1800 million per year, which has led to a large-scale outbreak of maternal and child market demand.

Therefore, facing the big blue ocean of the baby market, it is not just a Dangdang family.

According to public information, in March 2012, sales of Jingdong mall self operated mother and child channel exceeded 100 million yuan. In June of the same year, its mother and infant sales exceeded 200 million yuan; in May 30, 2012, suning.com's mother and baby channel was on-line, and 70% of its products imported high-end brands abroad. At the same time, Taobao is also stepping up its efforts in the mother infant market. Apart from attracting famous children's clothing brands to enter the mall, it also breeds famous children's clothes brand represented by green boxes.

The relevant professional agencies are also optimistic about the online development of baby products. In its Research Report on the baby market, AI said that there will be a lot of room for growth in the future. This is mainly due to the fact that many parents who are born after 80 are familiar with and used to buy products on the Internet. At the same time, online platform for frequent marketing campaigns, attracting more and more consumers to choose online shopping.

　　 The baby market is on the line.

But at the same time, some people are not optimistic about the online development of baby clothes. Their view is that in addition to the online competitive bidding strategy, it is hard for the baby brand to achieve sound development, but also the consumption attributes of baby children's clothing, which makes consumers pay more attention to product experience when they buy products.

In this regard, we can not help asking, can the online platform be nuggets? Children's wear market ?

　 Zhang Haizheng, marketing director, Tong Yi Library

Market segmentation leads to future.

Although the baby market is very promising, there are still many differences in the operation of the electronic business platform.

In my view, the biggest difference is that the demand point for all products is on the supply chain, which is the response speed of the product supply chain and the fast delivery and fast sale of products.

In this regard, the electricity supplier brand to enter the market, we must have an in-depth understanding of the baby market. In my view, many electric providers do not understand what products the online platform needs, and what products are best sold online. The consequences of this may lead to problems such as overstock in the electricity supplier.

Many enterprises, channel providers and so on see the development space of children's clothing, and also decide to enter the field of children's wear. But in fact, children's clothing is still professional. From the quality and design of children's clothing to Brand of children's wear On the interpretation, it requires enterprises to have certain experience. Therefore, it is not easy to do a good job in children's clothing market.

In fact, in the field of children's wear sales, many times, it is even harder to sell online than to sell well. This is mainly due to the particularity of children's clothing consumption. When many parents buy children's clothing for children, the most important thing is the safety and quality of their products. It is easy to assess the quality of products when purchased in a physical store. But for online sales, it is hard to achieve.

Look at the current situation of children's wear online sales, I think many enterprises do not have the sustainability of sales.

Our company has done research on the online children's wear brand before. We bought some children's clothing products that sell well on Taobao, many of which sell 200 million to 300 million yuan annually. But when we studied their products, we found that many online brands of children's clothing failed to meet the requirements of the state in terms of fabric, accessories and color fastness, and even some brands were not in conformity with the basic specifications of children's clothing production.

Online brands are still in a state of mixed sales. In the field of children's wear, its development is also showing a trend of over expansion.

At the same time, children's clothing online sales and offline sales of products category also presents a completely different development trend.

Taking online as an example, children's clothing pays more attention to the development trend of individuation and differentiation. For example, Eugen yarn is especially popular this year. clothing Many online children's wear brands have launched such products. But Eugen's own skin is not good enough to compare, but it sells well on the Internet. There is a more typical example, that is, the famous brand of women's wear and tear on the line. Its designs are mostly red and green, and sometimes there are big roses. It looks very different, not everyone can accept the design style. But in fact, its annual sales can be sold to more than 4 billion yuan.

Therefore, for online platforms, differentiated and personalized brands are more likely to succeed. But for offline sales, it is hard to get market recognition by making innovations.

For the future development of online channels, I think there is room for development of products with high performance price ratio and certain characteristics and characteristics. Such products as baby gift boxes and maternity clothes will have great room for development.

At the same time, online enterprises must strengthen brand building, and the future electricity supplier will also be the world of brand enterprises. Only the brand can strengthen its cohesive force towards consumers. Take our brand as an example, our sales in all channels, more than 20% are contributed by the old customers. On individual platforms, the sales contribution rate of old customers can even reach 40%.

But for children's clothing enterprises, I think the biggest problem they will face in the future is how to balance the online and offline channels. At present, many enterprises still use the online platform as a clear inventory channel, and do not want to spend too much effort to do online platform, afraid of sub line sales.

In fact, online platform is the general trend. Online channels can not replace offline sales, offline sales can not compete with online sales trends. In my opinion, the most ideal sales status should be a positive interaction mode between online and offline sales. Of course, at present, it is also difficult to achieve this state of idealization. ?

{page_ Break}

　　 Tian Xiang Clothes & Accessories Chen Zhiyong, director of brand promotion

The next day is wonderful.

because Children's clothing products The particularity of their own consumption, children's clothing offline shop sales still have obvious advantages.

Our company has looked for research companies to do a survey for children's clothing market. According to the survey data, consumers pay attention to quality, material, style and price in order to buy children's clothing.

Consumers' attention to the quality of children's clothing consumption also reflects the consumption trend of children's clothing market in the sense of experience. For this, offline experience is very important for consumers to buy children's clothes.

Therefore, in Children's wear market Because offline sales are more powerful than online sales because of their heavy experience.

Unlike offline consumption, because consumers can not see the real thing, many consumers take online shopping as an important consideration in choosing children's clothing. Children's online shopping is also the main trend of visual consumption.

At the same time, in order to ensure the quality of online shopping products, many consumers will evaluate their online children's clothing quality through online reviews and even offline experience.

In this regard, children's clothing brand in the future to do something in the online shopping market, we must pay attention to self brand building. At the same time, enterprises must improve their service quality.

In terms of service, the service mode of online channels and physical shops is totally different. Consumers buy brands online, most of which are pre sale services. While buying children's clothing in physical stores, consumers are more concerned about the follow-up services of enterprises under the online channel.

In this regard, I believe that children's clothing enterprises have to develop online platform in the future, we must integrate two kinds of resources on line and online. With offline service and shopping experience, consumers can buy their products online.

For the future development of online business, I think there are two trends: one is to build its own platform and to do direct marketing; the two is to choose cooperation with the platform business.

In the past, many brands chose online development, mainly considering that online operating costs were much lower than those under the line. But with the rapid development of e-commerce market, more and more enterprises choose to enter the business platform to develop their business. In this regard, accompanied by the popularity of e-commerce business, there are increasingly high cost of electricity supplier operation.

In view of the current operation of children's clothing, in fact, the online and offline channel costs have shown an increasingly convergent trend. Enterprises to enter the electronic business platform, but also to discuss with the platform, such as the point of deduction.

So, in the future, Brand children's wear Online and offline prices will inevitably move towards unification.

In the future competition of children's wear market, although many online platform providers and clothing brand enterprises have stepped up their efforts to enter the children's clothing market, I don't think this will have a great impact on children's wear brand enterprises.

To do a good job in children's clothing, in addition to the need for strong industrial chain and supply chain support, children's clothing enterprises and industrial chain enterprises need to fit in for years to ensure the stability of children's clothing quality.

In addition to the professionalism of children's clothing, it is completely different from other clothing supply chains. Take the cotton used for children's clothing as an example, they use special cotton suitable for children's clothing production. Therefore, even if some enterprises have cooperative clothing suppliers before, after they enter the children's clothing market, the supply chain resources they accumulated before can not continue to make use of them. It is also necessary to find new suppliers suitable for children's wear. ?

{page_ Break}

　 Jiang Chao, manager of green box operations center

Comprehensive strength determines how far the line goes.

In recent years, there have been great changes in the online shopping market.

In the past, relying on Taobao and other platforms for low threshold and low cost, many brands have tasted sweetness. But such days are gone.

With the increase of "on-line" enterprises, the cost of online platform entry is also increasing. At the same time, the operation cost of promoting brand online is also getting higher and higher. In this regard, the future brand has to do something on the line, it is necessary to enhance the comprehensive strength of the brand.

Before that, our company did a research on online channels and offline channels. According to survey data, customers who like to buy children's clothing online pay more attention to product quality and shopping experience. Those who like to go shopping online are mostly the new generation of parents who are born after 80 and after 90. While shopping, they are more concerned with the style and cost performance of the products.

However, judging from the current trend of online shopping, consumers are becoming more rational in online shopping. Therefore, in the consumption of children's clothing, consumers must first pay attention to product quality and brand reputation, and then consider other factors to buy. Low price strategy can not adapt to the future trend of online children's wear.

In this regard, the future online Brand of children's wear Competition is the comprehensive ability of enterprises. These include brand influence, product quality, operation and promotion capabilities, supply chain resources, and financial strength. Reflected in the product, it is to compare the design, style, quality and price of children's clothing.

With the increase of "touch net" enterprises, the competition of online platforms is becoming increasingly fierce. Therefore, price war has become the main means of competition among online brands. In some large online platform businesses, they also coerced enterprises into price wars through regular and irregular promotional measures. Online shopping channels also showed "no low price, only lower" situation.

But I think this kind of online competition is not conducive to the healthy development of enterprises and industries. In order to reduce costs, many enterprises have been shrinking the quality of products. For children's clothing brands, the impact of quality problems on brands is "fatal."

From the perspective of the overall market, the price of online children's clothing brands is mostly concentrated between 100 yuan ~200 yuan, and many small brands are priced at less than 100 yuan. On the contrary, the price of children's clothing under the line is basically over 200 yuan. On-line Brand of children's wear The gross profit margin is far lower than the traditional brand. At the same time, along with the high cost of online brand promotion, its profit margin has been decreasing.

In this regard, I think children's clothing in the future to develop, we must line and offline channels simultaneously.

In the operation of enterprise online and offline channels, I think enterprises must strengthen their linkage in the future. In this respect, Bo Yang home textile is doing well.

　　 Bo Yang home textiles The product has been unified on line and under the price. At the same time, every time a brand is promoted, it will go online and offline simultaneously. The consistency and linkage of this brand operation means that the sales of Bo Yang home textile online and offline have achieved very good results.

For some enterprises, because of the worry that the development of online channels will divide the sales share of the offline channels of enterprises, rather than spend too much energy on developing online channels, I think this approach is too narrow.

In fact, regardless of online and offline sales, the ultimate beneficiaries are branding, so there is no problem of dividing food. At the same time, in the field of children's clothing consumption, customers who buy online are different from those who buy customers on line. Therefore, the development of online channels will attract different types of customers to buy the products of enterprises and expand the audience of brands.

For the future competition in the online shopping market, some small businesses with insufficient strength will lose their competitive edge in the increasing online operation cost, and the ultimate brand that will occupy the market is the brand with comprehensive strength. And the reputation and popularity of the brand will also be an important consideration for future consumers to buy children's clothing. ?

{page_ Break}

Liu Peng, deputy general manager of doctor frog

The unification of "two lines" is a trend.

I think online consumption is definitely a big trend. Therefore, I am very optimistic about the Jingdong's marriage with children.

From the consumption of children's clothing market, online consumption still has great advantages. Convenient, fast and cheap are also the main reasons for more and more people to choose online shopping.

But at the same time, because online children's wear brand competition is fierce, many online brands strive to occupy the market through price advantage. But the low price strategy will also be reflected on the products, which will greatly reduce the quality of the products. Over time, brand image will be greatly reduced.

In fact, with the popularity of children's wear market in recent years, besides the electronic business platform, many ready-made clothes brands are constantly entering the children's wear market. But children's clothing market has its own professionalism and particularity, and they do not necessarily have the advantage of entering this market.

To do a good job of children's clothing, we must first grasp the quality of products. In terms of the use of fabrics, the handle of materials, the combination of fabric and design, enterprises need to understand the market's appeal for children's clothing. At the same time, in detail design of children's zippers, rope and so on, children's clothing has its own special design requirements, all of which need to be mastered by enterprises.

At the same time, to enter the market of infant children's clothing, we also need to understand the market's appeal to children's children's clothing products. As for children's clothing of different ages, there is a difference in market demand for their products.

with Baby clothes For example, the demand for the market is mainly for pursuit of comfort and functionality; for children's clothing, children at this stage do not have their own aesthetic ability; the consumption of children's clothing is mainly based on their parents' aesthetic preferences; and for children's clothing market, children's love is the key. This requires children's clothing enterprises must establish a good brand effect, understand the preferences of children at this stage, what kind of design they like.

Facing the increasingly fierce competition in children's clothing market, maintaining the image of children's clothing brand is very important for the future development of the brand, regardless of online and offline sales.

In view of the current online sales in the local market, the competition pattern is still relatively chaotic, which makes it difficult for real brand children's clothing enterprises to "go online". There are two reasons for this: first, the price of brand children's clothing enterprises is not dominant when they compete online; two, online and offline sales at the same time do not increase the overall sales of the enterprises to a certain extent, but the market share of the online distribution channels.

In this regard, the "on-line" road of brand children's wear has been very slow. But as online shopping behavior is accepted by more and more consumers, and the on-line sales can make brand sales no longer limited by geographical sales. Therefore, in the end, brand enterprises still have to face the online market.

In fact, from the perspective of foreign consumption channels, online consumption occupies an absolute advantage. At present, China's online shopping market has gradually shown its advantages. But in order to achieve the healthy development of online shopping market, we need to regulate it. After being standardized in the online shopping market, the future development of children's wear brands online and offline will also be unified.