Quanzhou Children'S Wear Is Constantly Innovating To Create "Fast Fashion" Marketing Concept.

< p > < < a href= > http://www.91se91.com/news/index_f.asp > > dress > /a >, "fast fashion" has long been a popular business model for women's wear or fashion men's wear.

In the past few years, Quanzhou women's clothing enterprises have put forward the concept of "light assets", and men's clothing industry has been constantly closing to "fast fashion" by setting up a buyer team.

Recently, the industry has learned that even the children's clothing industry has launched a "fast fashion" craze.

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< p > < strong > stocking every season with hundreds of items < /strong > /p >

< p > in the product conference held recently, happy children's clothing again emphasized the brand's "fast fashion" positioning.

"We have been advocating fast fashion before. With the improvement of brand accumulation and supply chain management in recent years, we will be closer to fast fashion."

Chen Binggao, deputy general manager of Ji Jile, said that in order to better adapt to market changes, the seasonal children's wear will change the pattern of simple design, single style and lack of color, which will make the design more colorful and fashionable.

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< p > industry introduction, < a href= "http://www.91se91.com/news/index_f.asp" > garment industry < /a > if you want to take the "fast fashion" route, there will be four hundred or five hundred new styles in spring and summer every year, and three hundred or four hundred new styles in autumn and winter.

"Make sure that there are new styles to meet with consumers almost every week."

The industry said.

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< p > "we will satisfy consumers in style and quality."

Chen Binggao said that in addition to choosing high-quality fabrics for children, the design will adopt a high-end design that accords with the posture of Asian children. Seasonal fashion will also give consumers the highest parity experience, attracting the public's attention with the fastest fashion of popular prices.

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< p > in fact, the children's clothing industry is changing its distribution mode to keep its products up to the needs of consumers.

It is reported that CE, Quanzhou and other children's clothing enterprises have implemented part of the distribution system since last year.

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< p > "generally set up a stock first, and a small part of the money is an important part of the distribution.

According to the situation of market sales, timely replenish orders, those products that have been verified and marketable, are the products of the company's replenish orders. From this, we can see the market trend and provide better data for R & D. "

A children's clothing brand related responsible person said.

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< p > industry insiders say that after years of development, the futures system that makes production easier to arrange has gradually become the common choice of children's products industry in Quanzhou.

But nowadays, the demand for products becomes more and more high. It is more and more obvious that futures system can not adjust products quickly according to the actual demand of the market.

"The small size distribution system not only enables the goods to grasp the trend better, but also helps the children's shoes enterprises that lack the integrated operation experience of shoes and clothing to promote the monopoly mode faster."

The industry said.

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< p > < strong > cater for the tide daddy tide mother demand < /strong > /p >

< p > "careful observation, you will find that the current < a href=" http://www.91se91.com/news/index_f.asp > children's wear < /a > the demand for fashion is getting higher and higher.

Su Jing, a marketing expert, said that today's children's clothing also includes a series of products such as gentlemen's series, cowboy series, princess dress, ladies' wear and so on. All of them are catering to their parents' aesthetic standards. "Every child has their parents' appearance, so children's products brand is getting deeper and deeper into the current parents' ideas, aesthetics, fashion sense and so on."

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< p > in September, the company's "00 after" children's products brand conference was signed, and the company signed a contract with the Shenzhen TV's "no show of rice" column host.

The chairman of the Shang Zheng group left behind and said: "nowadays, the children of children's clothing are the tide daddy after the 1980s.

In addition to providing a range of clothing, shoes and accessories for children from 3 to 13 years of age, the company will also close to the spiritual needs of contemporary parents, play the role of integrating resources, and introduce more public welfare activities, not only allowing parents to participate, but also involving children.

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Huang Liangsheng, President of P, believes that consumers who are different from adult brands are adults themselves, and children's products brands have dual consumers.

"Users of products are children, but buyers are parents, so the needs of dual consumers should be taken into account."

He believes that children's interest should be emphasized in the products, but parents should also take into consideration the fashionable demand of their parents when buying.

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< p > Su Jing also believes that the current and future children's clothing consumers are "after 85" and "after 90", they have not experienced the age of material shortage, they are consuming personality.

Although the brand of children's products put forward the concept of "fast fashion", after all, it should not be too adult, and maintain the characteristics of children's articles.

"Nowadays, parents are becoming more and more individualized, and the demand for brands is getting higher and higher. How to grasp the rhythm of fashion is a major consideration for children's products brands."

She said.

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< p > < strong > test supply chain management capability < /strong > /p >

The main feature and the greatest advantage of P fast fashion brand is the super speed between concept and product pformation.

In fact, a franchised store has a stricter requirement for the number of shoes and clothes SKU (inventory entry and exit measurement units). From a width perspective, it requires sufficient category support, and can store goods one after another in season.

How to grasp the market demand and conform to the rhythm of production are testing the children's brand of "fast fashion".

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< p > "foreign enterprises can finish popular pformation on the same day, and domestic enterprises will take about 1-2 months."

Su Ge bear, deputy general manager Wang Xiaojun, believes that the "fast fashion" route requires a strong R & D team in the children's industry.

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< p > "is not a popular thing, it is consistent with the brand positioning."

Wang Xiaojun said, for example, Su Ge bear emphasizes the brand Scotland elements. When studying the trend of fashion, apart from mastering the popular elements, or combining their own brand culture, we analyze, optimize and extend the popular products.

"One is to catch popularity while others are not responding, and there must be a strong team to support product design and production."

He said that in order to achieve "fast fashion", the distribution companies often want to achieve "a lot of money," which will test the speed of the entire supply chain.

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< p > Sun Ruizhe, vice president of China Textile Industry Federation, believes that the longer the industry chain is, the longer the production cycle that enterprises need to organize.

If we want to achieve "fast fashion", the downstream of the industrial chain will have the opposite situation. In the downstream, we will find that the more obvious the impact of market demand on the release of its capacity and order, enterprises must organize production according to their downstream needs.

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< p > "to solve this contradiction, enterprises should start building information platform besides, from retail terminal to headquarters related departments and personnel, producers, raw materials can synchronously grasp the retail terminal sales and inventory situation, at the same time, enterprises also respond quickly through the analysis of sales and storage, and prepare for production and commodity development ahead of schedule."

Insiders say.

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