Home >

"Two Child Alone" Policy To Open Up Brand Names To Children'S Children'S Clothing Opportunities

2013/12/13 14:33:00 36

??? 日本語 Fran?ais English 中文

Two Child Alone Two Child Policy Baby Clothes Children'S Wear Semir Mini Barbara Water Boy Ying'S Brand Baby Children'S Clothing Brand

although many news items have been fighting for "headlines" recently, the policy of < a href= "http://sjfzxm.com/news/index_c.asp" > two children alone < /a > is absolutely an important news that can easily lead to headlines. "The two child alone" policy is affecting more and more people's hearts.

Not long ago, the Beijing population and Family Planning Commission released written materials to the media, showing that in Beijing's eligible "separate" families, 6~7 people want to have second children.

According to this fertility wish, the total fertility rate of Beijing's household registration population will be raised from around 1 to 1.3.

at the same time, Beijing Obstetrics and Gynecology Hospital's investigation of the willingness to give birth to second babies by primiparas under 35 years old also showed strong desire for second children.

According to the survey, more than 40% of primipara women have the intention to have two children.

In addition, some couples choose two children based on their parents' pressure.

this also makes many a href= "http://sjfzxm.com/news/index_c.asp" > children's wear enterprise < /a > see opportunity.

According to the state securities estimate, the implementation of the "two child alone" policy is expected to add 8 million new babies in 5 years, which will bring a huge increment to the children's wear market and further stimulate the development of < a href= "http://sjfzxm.com/news/index_c.asp" > children's wear industry < /a >.

In particular, < a href= "http://sjfzxm.com/news/index_c.asp" > baby market < /a > will become a direct beneficiary of the opening up of the "two child" policy.

in the face of the huge growth potential of children's clothing market, many a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > enterprises began to adjust their product layout and march towards children's wear market.

In addition to Taiping bird, Jiangnan cloth, attachment, ZARA and other garment enterprises, 361 degrees, Lining, Nike and other sports brands also strive to win a share in the children's wear market.

Meanwhile, Semir, which has already entered the children's wear market, has also adjusted its strategy this year to expand the children's wear product line to the baby area.

According to Zhou Hongwei, a target= "_blank" href= "http://www.91se91.com/" > dress < /a > vice president, Semir revealed that Semir launched the sub brand "a href=" http://sjfzxm.com/news/index_c.asp "mini" balbala "/a" this year, aiming at the children's clothing market of the year old.

when many brands firmly believe in the market dividends brought about by the "two child alone", some enterprises maintain a wait-and-see attitude towards the children's clothing market after the promulgation of the "two child" policy.

Cheng Linna, assistant director of water boy, believes that the market of children's clothing after opening the "two children" may not be so optimistic as we all expect.

In the face of the current high cost of child care and the popularity of the concept of free life such as "DINK", the increments of newborns may not be so optimistic.

how much is the opportunity for children's clothing enterprises after opening the "two children"? On this topic, the reporter interviewed 4 well-known children's clothing enterprises to find the answer.

vice president of Semir dress < a href= "http://sjfzxm.com/news/index_c.asp > > Zheng Hongwei < /a > /strong > /p >

strong > opportunity, or in the middle end product market /p >

the implementation of the policy of "two child alone" is certainly a good opportunity for children's clothing enterprises, which can be proved by the data predicted by some research institutes.

research institutes predict that after the opening of the policy of "two separate children", the annual newborn babies in China will grow at an annual rate of 20% per year.

Moreover, with the full liberalization of the "two child" policy in the future, the growth potential of children's consumption will be further manifested, especially in the infant market, which will have a good performance in the next few years.

is the promising consumption potential of children's clothing market. Semir began to layout children's clothing long ago.

At present, the performance of Semir 1/3 is contributed by the children's clothing business.

At the same time, Semir's children's wear brand balbala has also developed well over the past few years. Balbala's sales in the National Children's wear brands have also been at the forefront, and the annual sales of the brand are over 5 billion yuan.

in view of the good performance of Barbara children's clothing in the market, < a href= "http://sjfzxm.com/news/index_c.asp" > Semir < /a > this year, we will also make relevant adjustments to the children's wear product line, and launch the baby branded Barbara, the infant's children's wear brand for the 0~4 year old baby market.

In fact, mini Barbara has been in operation for two years, but it will be launched in the form of an independent sub brand this year. It will also operate in the form of independent shops in the promotion of P channels.

The adjustment of the company's products is not only a huge market opportunity after the launch of the "two child alone" policy, but also the development potential of the baby market.

in my opinion, the most direct beneficiary of the "two child" policy is the baby clothing market.

At the same time, the growth of the number of new babies brought by this policy will push the children's clothing market to a fast growing stage, and its annual market increment is expected to exceed 20%.

{page_break}

in addition, the children's wear market will also show some new changes at the same time.

With the purchase of children's children's clothing and children's clothing into the parents of the post-80s generation, the demand for children's clothing in the consumer market is getting higher and higher.

Compared with the consumption habits of 60 parents who choose to purchase products on the principle of thrift, their parents will pay more attention to children's fashion, style change, product quality and brand. This consumption habit will greatly promote the development of children's clothing brand business.

in the positioning of children's clothing, Semir has always believed that the market opportunities of mid end products are the biggest, and the number of consumers in the middle end brand is the most in all brand positioning.

Therefore, when Barbara launched, he strengthened the "stand" of the end brand.

The success of positioning is also an important reason why Barbara can get a good performance in the children's wear market.

, therefore, after Semir launched Mini Barbara this year, the company will continue to adhere to the market positioning of the mid-range brand.

After we set foot in the baby area, we also found that children's products for 0~4 years old were more demanding for safety, environmental protection and specialization than the children's clothing of CUHK.

Therefore, in terms of processing and manufacturing, infant children's clothing has a high demand for the production threshold and degree of professionalism proposed by enterprises, and not all enterprises have the ability to set foot in this field.

at the same time, in the future promotion channels for children's clothing products, I think the high-end children's wear brands will continue to adhere to the department store based promotion route, while the middle and low end brands choose more street stores and community stores as the main channel.

At the same time, leisure, entertainment, catering, shopping as one of the shopping centers will also show greater and greater potential for development in the future consumer market. It will also become the main channel of "scramble for children" under the brand of children's wear.

in addition, with the popularity of online shopping, more and more parents will choose to buy products through e-commerce.

Therefore, the construction of online channels is also the focus of future development of children's wear brands.

the increase in the number of new babies added to the opening of the two child policy will be difficult to quantify, but I think the overall trend will be increasing.

Of course, parents who choose to wear the old a target= "_blank" href= "http://www.91se91.com/" > clothes < /a > definitely exist, but I think more parents will choose to buy new clothes.

At the same time, with the continuous upgrading of China's consumption structure, parents' demands for children's clothing will be more and more refined in the future, and new requirements for children's clothing category will also be put forward. These are the opportunities for children's clothing development in the future.

< a > href= > http://sjfzxm.com/news/index_c.asp > > water boy < /a > assistant chairman, Cheng Linna /p >

The good policy of strong > "two child" needs to wait and see .

The implementation of the policy of "P two children alone" does not necessarily mean great opportunities for children's clothing enterprises.

first, from the opening time of policy, I think it's too late to miss the best opportunity.

Because at present, the cost of childcare is really high for most families.

At the same time, coupled with the popularity of hedonism among young people in recent years, some people choose to give up children in order to pursue "freedom" in life.

As far as I know, the number of people who really decide to have a second child in the city accounts for about 1 couples in 10 couples.

at the same time, because the pressure of life is relatively small, the proportion of secondary and secondary births in small and medium-sized cities should be better than those in the first tier cities.

Therefore, the two or three line city should be the main beneficiary market after the opening of the second child policy.

choosing the "two child" family, generally speaking, the economic pressure is relatively small.

In this regard, the choice of children's clothing, parents will take the brand children's clothing as the priority consideration, most parents will choose the children's clothing brand that has a high reputation for their children.

Apart from the parents' ability to buy, children's clothing is also a symbol of identity.

In this regard, this trend of consumption will also bring great opportunities for the development of brand children's clothing.

in children's clothing consumption channels, the public tends to buy children's clothing online.

Many new generation of post-80s and 90s parents are becoming more and more accustomed to online shopping.

In this regard, if children's clothing enterprises want to grasp the market of children's clothing in the future, we must strengthen the construction of online platform.

in the purchase of children's clothing of "two child" parents, I think there will be families in the two or three line cities who choose to wear some old clothes to their children. After all, the chemical additives of old clothes are relatively few, which are relatively safe for newborns, but most parents will choose to buy new clothes for their children.

in fact, most families who choose to have "two children" have strong economic strength, so they will also show strong purchasing power in the purchase of children's clothing.

Take water children's high-end customers as an example. Parents will buy children's clothing for children in the two seasons of spring, summer, autumn and winter. The number of purchases is 4~5, and the amount of single garments is more than 400 yuan.

Therefore, to seize the high-end customers is very important for children's clothing enterprises.

{page_break}

at present, most parents are paying more and more attention to the design, price and brand of children's clothing when they buy children's clothes.

In this regard, children's clothing enterprises to attract parents to buy children's clothing, we must work hard in the design category, increase the SKU of children's clothing (stock unit), enrich product categories, to attract customers to buy.

at present, the competition of children's wear market is becoming increasingly fierce.

With the fierce competition in sportswear and adult wear market, the profit margins of the brand also tend to be small.

Compared with this, children's wear brands are not only profitable, but also have great development potential.

Therefore, more and more clothing enterprises begin to switch to children's wear market, trying to reverse the small profits and difficulties.

in these enterprises, there are indeed some enterprises find new development space in the children's wear market, and also get good returns, but most enterprises soon withdraw after joining the children's wear industry.

This is mainly because children's wear market is quite different from that of adult wear. Children's clothing industry still has certain access threshold requirements for enterprises. Not all enterprises can adapt to the "survival rule" of children's clothing market.

children's wear has its own characteristics in terms of brand operation and marketing.

If enterprises want to achieve good development in children's wear market, we must first understand children's dressing psychology.

Because children's clothing and consumers are two different groups of people, children's clothing enterprises also need to master their parents' consumption psychology.

At the same time, safety and comfort are also the primary requirements for children's clothing. Therefore, enterprises must be strict in product fabric and processing technology.

In addition, children's clothing is more complicated than ordinary clothing products. It is divided into boys, girls, children and children. Therefore, when producing children's clothing, enterprises must accurately control the quantity of products in the market and avoid excessive inventory.

< a > href= > http://sjfzxm.com/news/index_c.asp > > Tong Yi Chi < /a > Marketing Director Zhang Hai Zheng /p >

> strong > two or three, the city will become the market increment main body .

the implementation of the policy of "two children alone" is absolutely good news for the whole children's wear industry.

Once this policy is implemented, the overall base of children's clothing market will be increased, and the share of children's clothing market will also be raised accordingly.

but at the same time, we should also note that with the increasing pressure of people's lives, the birth of "two children" will not become everyone's choice of life.

Therefore, for this policy, enterprises should not be blindly optimistic. Children's clothing market should not be particularly large.

from the different age categories of children's clothing, the direct beneficiaries of the open second child policy are baby brands. For children's clothing brands with a target audience of 3~12, it should take 3~5 years to perceive the positive impact of this policy on their children's market.

in fact, this is not necessarily a good thing for Chinese and American children.

Because this gives companies more time to observe the specific impact of the policy on children's clothing market, so as to adjust the product mix more specifically to cope with market demand and change.

from the consumption level, it is considered that the middle class and the higher income class of 30~40 years old, families whose monthly income is more than 20 thousand yuan, and some of them are also the main consumers of brand children's clothing.

In this regard, this will provide a good opportunity for the development of brand children's clothing in the future.

on the impact of the children's wear market, I believe that after the implementation of the "two child alone" policy, the most influential market should be concentrated on the second, three or even four line cities, and the impact of policies on the first tier cities should not be too great.

In addition to the high cost of child care in the first tier cities, this is also related to the characteristics of children's clothing market in the first tier cities.

at present, the children's clothing market in the first tier cities has been saturated, and some cities even show the excess of children's wear brands.

At the same time, the market structure of children's wear brands tends to be stable.

In this regard, the possibility of trying to shake up the current market pattern of children's clothing with a new baby is slim.

compared with the first tier cities, the consumption potential of the two or three tier and four line cities is gradually showing, especially the four line cities, even some urban and rural fringe areas and township markets. The market potential of consumption is far beyond that of many brands.

I have a friend who is an importer of powdered milk products. He mainly develops channels in the central and eastern counties and townships.

When doing street promotion in a town in Henan, the sales of imported milk powder for 2 days are even more than that of local supermarkets for one month.

three or four cities show an increasingly huge consumption potential for high-end products, indicating that local consumers' brand awareness has gradually increased.

At the same time, because of the limited access to high-end and imported products in these places, it is also a good opportunity for the middle and high-end brands to enter the three or four line cities. The brand can play its own influence and recognition in the three or four line cities by taking advantage of the time advantage.

in addition, with the construction of China's logistics channel network gradually improving in three or four line cities, and online shopping is gradually recognized and accepted by local residents, the online shopping market in these areas will also show a gradual growth trend.

but for the current online shopping market, I think the overall pattern of the domestic electricity supplier should not change much. The online layout of children's clothing enterprises will not fluctuate too much.

However, with the rise of mobile terminals such as mobile phones and tablet computers, enterprises can make great efforts to explore the consumption potential of this market.

overall, online and offline shopping is quite different.

Online shoppers are sensitive to price and pay attention to convenience, while offline shoppers focus on consumption experience.

Therefore, in the future, children's clothing brands should grasp the policy advantages and upgrade the online channels, so we must improve the quality of service and form an interactive relationship with consumers.

At the same time, brands should regularly launch relevant activities to give back to consumers.

> a href= "http://sjfzxm.com/news/index_c.asp" > Ying's brand < /a > director of the center Yang Pei /p >

high-end product line will usher in a new opportunity /p >

the opening of the "two child policy" is undoubtedly a good opportunity for children's clothing market.

But the introduction of this policy will not have great influence on Ying's brand, and we will not make any big adjustments to the structure of baby products.

this is due to the fact that the category and structure of Ying Shi's baby products are basically complete. From the baby's daily necessities to clothing products, the brand has basically been covered, and our product line has been able to cover the needs of all aspects of life for the baby.

On the other hand, the "two child alone" does increase the number of newborns, but the consumption category of baby products will not change as the number of newborns increases, but the increase or decrease of consumption.

to this end, in the future, when the number of children's products can foresee the increase of consumption, what the brand must do is to strictly observe the quality and ensure that the quality of products will not drop.

in terms of channel construction, I think the opening of policy will increase consumer's consumption of high-end clothing for children.

In this regard, the baby brand should strengthen the construction of shopping centers and other stores in the future.

At the same time, in the face of the two or three line cities with higher birth rate, brand enterprises should also strengthen the key layout of the market.

for Ying Shi, we will further optimize and upgrade our high-end clothing products series.

In the future, we will try to design and produce a series of products in Italy, which will make the fabric, technology, design and quality of baby clothes best.

in fact, the decision made by Ying Shi is also decided by the consumer body of Ying's brand.

The consumers of the first tier cities of Ying's brand usually earn more than 200 thousand yuan in their families' annual income. The consumers in the two or three line cities usually have more than 150 thousand yuan in family income.

Therefore, the customer group launched by Ying Shi is also part of the high-end consumers.

and we speculate that after the national open "a href=" http://sjfzxm.com/news/index_c.asp "two child policy < /a >, about 60% of the population who choose to have" two children "is also from this part of the high-end consumer group.

In this regard, this will usher in new opportunities for the development of high-end children's clothing.

but in the face of increasingly fierce competition in children's clothing market, brand must grasp the market opportunity, insist on brand positioning, and insist on providing the best products for the target consumer group.

{page_break}

baby products compare with children, < a href= "http://sjfzxm.com/news/index_c.asp" > adult wear > /a > and so on. Their products generally account for only about 30% of the total products of the baby, and most of them are daily consumer goods for infants.

Therefore, for the powerful baby enterprises, we can grasp the growing baby market opportunities by extending the product line.

for the new generation of post-80s and 90s parents, their child care knowledge is not very comprehensive and professional.

Therefore, when choosing children's children's clothing, they are more likely to choose familiar and well-known a href= "http://sjfzxm.com/news/index_c.asp" > baby's children's wear brand < /a >.

Therefore, the re purchase rate of the brand children is crucial to the brand's future development potential and market growth.

for online and offline channels, I think the consumers of these two channels are two different consumer groups.

The former mainly focuses on young people, office workers and dual working families, while the latter is mainly about full-time mothers and consumers with strong family economic strength.

According to the consumption characteristics of these two groups, the development of different products is of great significance to < a href= "http://sjfzxm.com/news/index_c.asp > baby brand < /a > to grasp the future market.