Adult Clothing Market Weak Brand Will Extend To Children'S Clothing

< p > in the face of such temptation, domestic and foreign brands have not been able to live in hold.

The big international brands BabyDior, D&Gbaby, ARMANIJunior and Gucci are coming. Sports brand XTEP, Anta, 31st degree and Lining are coming. The adult clothing brand seven wolves, the wedding birds, the Jiangnan Buyi and the GXG have come. The brand love and the cat have come, and even the home appliance giant Haier can not escape the custom.

< /p >

< p > when adult clothing brands enter the field of children's clothing in large scale, the traditional children's clothing brands in China are also not idle. They are constantly stabilizing the existing market, or moving towards the whole category of market segments, or launching multi brand development strategies, trying to make the plates bigger.

< /p >

< p > on the other hand, the new entrants are ambitious. On the other hand, the first entrant keeps pace with each other. It seems that it is not easy to compete with the "beautiful looking" children's cake.

< /p >

< p > cake is tasty, not good. < /p >

< p > there is a 70% rule in Sun Zhengyi, which is called "Bill Gate of Japan" (Japan's Softbank group CEO). The business with a success rate of 70% is worth doing.

If you feel that you have a 90% chance of success in a career, you may already have a similar competitor. It's too late to start.

If the success rate is 50%, it may be too early for the life cycle of the market, so the success rate of 70% is an important reference index.

< /p >

< p > Sun Zhengyi's business rule may be of some reference significance to the current plan or the enterprise that has stepped into the field of children's wear.

In the current market, the overall downturn of the "children's clothes and hot", into the "last cake" of the industry, how big is the winner? < /p >

< p > a basic fact is that the market demand for children's clothing is still in an upward stage.

From now on, China's 0-14 year old children reach nearly 300 million, the number one in the world. In 2012, China's children's wear market has exceeded 100 billion yuan. It is estimated that by 2015, China's children's wear market will reach 120 billion and other market data. It is still from the "80" parents to become the main crowd of children's clothing consumption. They have strong purchasing power, a new concept of consumption, and family structure of family planning brought about by family planning and other consumption stimulating factors, all support the above view. 4+2+1

< /p >

< p > international brand entrenched in the high-end market, < /p >

< p > in the domestic children's wear market, international brands are a force that can not be ignored. They occupy almost the share of the high-end market.

< /p >

< p > Adidas and Nike were the brands that entered the domestic children's clothing market earlier. They entered the Chinese children's wear market as early as 2001 and 2002.

At present, Adidas and Nike are basically in the top three places in the sales of domestic stores. In the national market, only balbara can compete with them for the top three positions, but their prices still have a certain gap with them.

< /p >

< p > cartoon brands that enter the Chinese market by means of authorization, such as Winnie the Pooh, Mitch Miao, Babu bean and Snoopy are also a form of international brands entering the Chinese market.

These brands also occupy a certain share in the domestic market, basically the operation authorized by foreign brand owners to domestic companies.

< /p >

< p > traditional children's wear brands focus on market segmentation < /p >

< p > the traditional children's clothing brands represented by piglets, Annell, Parker blue, red yellow blue, Li Guo and click tick are still the mainstay of the children's clothing market in China. Most of them grow up in the children's clothing industrial cluster and have strong production capacity, and at the same time, they have a more stable market share in the domestic market, especially in the regional market.

< /p >

In the face of the "two sides attack" of outsiders and adult clothing, P also has to demand their own breakthroughs. They extend their tentacles to smaller subdivision or multi brand development, so as to seek greater market space.

< /p >

< p > Guangdong traditional children's wear brand pig pig has changed from 2011 only to a single brand, and has implemented the multi brand strategy in an all-round way. On the basis of the original main brand "little pig banner", the brand POOK (Peng library generation), which is the main line attacking the two or three line market, has been launched, and the baby brand ERHERME (love child Hema) has been launched.

< /p >

< p > new brand play alternative "/p".

< p > as mentioned above, for the enterprises that just entered or wanted to enter the children's clothing industry, they have missed the explosive development period of the industry that can earn more money with their eyes closed, but this does not mean that there will be no opportunity and there will be opportunities in the market.

In front of the children's clothing market, there are such a group of "alternative".

< /p >

< p > WISEMI is the brand of children's clothing launched by Dongguan city's Industrial Co., Ltd., on this year's CHIC, its development model of "one stop children's fashion department store" has attracted a lot of attention.

The products of WISEMI's baby and children series are gathered in its large shop in purple, coffee, blue, and so on, covering baby products, toiletries, bedding, children's furniture, plush toys, intellectual toys and so on.

At present, the market channel mode of domestic brand children's clothing is: shopping mall special hall channel, Street store store channel, shopping center channel, urban complex and so on, but in terms of channel capacity and area are relatively small.

"WISEMI one-stop children fashion department store" subverts the traditional channel mode of the industry, creating a new mode for the brand.

< /p >

< p > extension brand has pain and happiness < /p >.

< p > adult clothing brands extend their tentacles to children's clothing. This is the biggest force in the children's wear industry. On the one hand, they have the advantages of channels, funds and so on. On the other hand, they have too many experiences in the operation of children's clothing.

Under this premise, some brands make their children's clothing brand vivid, and some brand launched children's wear brands are not warm, even to the end abandoned.

< /p >

When Semir launched the children's wear brand balbala in 2002, although P is very optimistic about the potential of children's clothing market, it may not be expected that it will become the "leading brother" in front of the domestic children's clothing industry.

From the 2012 annual report of Semir, we can see that children's wear has become the highlight of Semir's growth.

Its leisure < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > achieved main business income of 4 billion 880 million yuan, down 12.64% compared with the same period last year, while the main income of children's clothing was 2 billion 110 million yuan, an increase of 3.02% over the same period last year.

Its performance has left behind a lot of children's wear brands.

< /p >