Children'S Clothing Enterprises Are Facing Crisis And Industry Consolidation Is The General Trend.

Cao Zhang, general manager of "p a", "Shenzhen http://www.91se91.com/news/index_f.asp", "Fu Fu clothing", is now experiencing many first occasions.

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Last year, for the first time in the past 17 years, the year old Fu clothing, which only made clothing for medium and large children over 3 years old, has launched a series of clothing for 0~3 year old baby.

This year, the first year of the year's clothing came to Shanghai from the base camp in Shenzhen to participate in the thirteenth CBME pregnancy baby show, and launched the new series of brand new baby products, hoping to open up the market in Shanghai and East China.

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< p > "we are looking for opportunities. Children are an attempt to diversify."

Cao Zhang spoke in an interview with the first financial daily.

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< p > industry insiders say that the children's clothing industry, once known as the last "blue sea" of the garment industry, is also beginning to fall into the "Red Sea" competition, which is the fundamental reason for the pformation of baby clothing enterprises.

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< p > < strong > internal and external troubles < /strong > < /p >

< p > the number of children 0~14 years old in China is nearly 300 million, and the huge population has brought an astonishing "baby economy".

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< p > according to the report of Sullivan, the American consulting company, in 2010, the market scale of China's "a href=" http://www.91se91.com/news/index_f.asp "infant dress > /a" has reached 34 billion 800 million yuan, and it is estimated that by 2015, the market capacity of Chinese infant clothing and cotton products (interior clothing, outgoing clothing, household cotton products, etc.) and daily necessities (bedding, feeding, bathroom, toiletries, etc.) will reach 227 billion 980 million yuan.

According to the "2012~2015 children's wear industry report" released by the National Bureau of statistics, the annual growth rate of children's clothing industry will remain at 25%~30%.

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< p > besides, the high profit of children's clothing industry is quite attractive.

According to a children's clothing manufacturer attending the exhibition, its gross profit margin can exceed 50%, and net profit can reach 10%, which is much higher than the average profit level of garment industry.

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< p >, which also attracts other brands to enter the market quickly.

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< p > 2008, Anta became the first sports brand to set foot in the children's sporting goods market in China, and 361 degrees announced the launch of children's wear series in September 2009.

In January 1, 2013, "Lining children" began to officially belong to the Tianjin wide cat.

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< p > Semir, seven wolves and other leisure brands also carried out children's clothing business. The former children's wear brand balbala realized its profit in the first year, and the terminal sales revenue reached about 10000000 yuan. Now the market share of the children's clothing industry in China is also ranked first.

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Not only that, P, but foreign brands also aim at this cake.

Gucci, Burberry, Dior, Aramni and other luxury brands have entered the domestic children's wear market this year, and have launched garments, underwear, accessories and other products.

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< p > a well-known children's clothing enterprise marketing department revealed to reporters that in recent two years, the overall industrial chain of clothing has shrunk very much, and children's clothing industry has also been affected. The impact not only comes from domestic counterparts, but also the many international brands mentioned above. Children's clothing industry is described as "internal and external troubles".

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< p > take Dr. frog (01698.HK) as an example. By the end of 2010, the stock of doctorate frog was 354 million yuan, and it has soared to 712 million yuan in June 2011, while the income of the PhD group was 877 million yuan.

In addition, the average stock turnover days of PhD increased from 117 days in December 2010 to 201 days in June 2011.

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< p > "but compared to other clothing, children's clothing industry is still a sunrise industry. Enterprises are actively taking action to maintain vitality."

The above children's clothing enterprise marketing department personage expresses.

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< p > < strong > > a href= "http://www.91se91.com/news/index_f.asp" > industry integration < /a > is trend < /strong > /p >

< p > on the contrary, the good children (China) Trade Group adopts the strategy of expanding to the market of Zhongda children.

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< p > previously, good children's children's clothing was mainly targeted at 0~6 year old babies with annual sales of over 400 million yuan. But since 2013, the company has set up Zhongda children's business department and started expanding the clothing business of children aged 6~16 and 1~1.7.

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Similar to P, there are also Rabbi children's clothing. The company has expanded the 0~3 Baby series to 0~8 year old children's clothing business.

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< p > An Yiheng, Deputy Secretary General of the China clothing association children's wear Specialized Committee, told reporters that for some single brand children's clothing enterprises, expanding the product line and widening the age of consumers is a common practice.

"This way can extend the life cycle of products and achieve the purpose of educating consumers in advance or continuing product loyalty."

An Yiheng said.

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< p > and for multi brand children's clothing enterprises, it seems to be a trend to build a one-stop living hall with all brands.

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< p > take doctor frog and good child as an example. The former has its own 365 baby living hall, while the latter announces the establishment of the "good children station" multi brand collection shop, which will sell the four major children sportswear brands such as Nike, Adidas, Puma, Cage and so on in the same store.

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"P >" Yi Yi Heng "also said that the integration of children's clothing industry will become a major trend." men's wear has begun to integrate for some time, and the integration of children's clothing is also in progress. "

An Yi Heng said.

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< p > children's clothing enterprises also told reporters that the company is considering acquiring a mother and infant enterprise in Europe, and continues to expand its product line and enhance its brand influence.

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< p > this person said: "the brand of children's clothing in China will definitely extend in the future, and absorb some smaller brands or brands that already have a certain scale. The future must be the strong Yu Qiang."

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