Do You Have Chances To Play Multi Brand Children'S Clothes?

No one can deny that the era of channel pformation is coming. P

Facing the new environment in the new era, how should children's clothing enterprises control the terminal < a href= "http://www.91se91.com/news/index_s.asp" > market < /a > < /p >

< p > at the 2013 China clothing conference held recently, Zheng Yu Yu, vice president of good boy (China) group and general manager of sporting goods business department, issued a statement, saying that children's clothing enterprises have to break through in the channel, so they must realize the operation of multi brands.

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< p > "children's clothing enterprises in the future do not go to many brand stores, only" dead end. "

Zheng Qingyu said.

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< p > why Zheng Qingyu firmly believes in the future of multi brand children's clothing, she said that children's clothing must take many brands, mainly determined by the characteristics of children's clothing.

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< p > "children's clothes are too small."

Zheng Qingyu said, for example, the children's clothing brand Nike, which is represented by good children, has more than 1000 stores in the country, with a monthly average output of only 100 thousand yuan.

At the same time, with the market share of online and mobile terminal platforms, children's clothing brands are becoming more and more difficult to survive in department stores.

Therefore, multi brand will inevitably become the way out for children's clothing enterprises to "survive predicament".

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< p > is this really the case? < /p >

< p > < strong > "there are many ways of operation" < /strong > /p >

< p > for Zheng Qingyu's point of view, the famous a href= "http://sjfzxm.com/DESIGN/designer/index.asp" designer, < /a > Liu Yong, disagreed with many of the famous clothing brands.

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< p > "I believe that no matter how many brands or single brand strategy, it is only the difference between enterprises in the terminal market. It doesn't matter who is good or who is bad."

Liu Yong believes that in the clothing industry, there is no absolutely successful mode of operation, and the way to choose the brand should be decided according to the situation of the enterprise itself.

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< p > Liu Yong told reporters that this is mainly related to the current market environment.

"At present, the economic situation of the whole society and the consumption of Xingtai have been constantly changing. The change of the environment inevitably determines that the garment industry is hard to stick to a pattern unchanged."

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< p > for this reason, Zhang Haizheng, director of marketing at Tong Yi Di, a Parker Lan Di, agrees. She told reporters that in the field of children's wear, there are many children's clothing enterprises with single brand as the main means of operation in the market.

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< p > Barbara is the best performing company in the single brand children's clothing business.

Zhang Haizheng said balbara has been operating in the terminal market in the form of single brand, and even later it launched the brand of Bardi Bardi for the online market, but in the terminal market, the two brands are independent operation.

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< p > but insisting on the single brand strategy to operate the terminal market has not affected the market share of Barbara.

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< p > according to the data released by Semir in the first half of 2013, the income of children's clothing increased by 23.2% to 895 million yuan over the same period last year. The proportion of Semir's total income increased by 5 percentage points to 33% from 28% in 2011, and the gross profit margin increased 1.64 percentage points to 41.09% over the same period.

Semir also said publicly that balbala's brand awareness and market share are among the first in China's children's wear industry.

In 2012, the Chinese clothing association released the "China children's wear enterprise ranking", Barbara also firmly in the children's clothing market "top priority."

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< p > in the face of the excellent performance of Barbara in the children's wear market, Semir obviously does not plan to change its children's clothing brand operation strategy.

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Zheng Hongwei, vice president of Semir clothing, said in an interview with reporters recently that Semir will launch its baby clothing brand Mini Barbara this year.

But in the brand's market operation, Semir decided to operate independently in the form of an independent brand.

At the same time, in the terminal store operation, mini Barbara will separate from Barbara and set up shop independently to enter the terminal market.

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< p > but Barbara's insistence on the operation of single brand can not deny the fact that children's clothing is lower than the market of adult clothing. Therefore, can multi brand stores solve this problem?

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< p > < strong > "multiple brands may be extremes" /strong < /p >

< p > in Zheng Qingyu's view, multi brand is absolutely an important means to solve the low flow of children's clothing terminal.

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< p > "actually, from 2008, the red child began to go downhill.

Because at that time, when the children's movement was on the rise, we also represented little ADI (Adidas children's clothing).

But when the storefront developed to 1000, we found that the little ADI could not go on, because there was no way to guarantee profit margins if we continued to open stores.

In analyzing the reasons, Zheng Qingyu said that this is mainly because the circle of sports children's clothing is too small, so the running water is also very small.

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< p > in order to solve the problem of surrogate children's clothes, Zheng Qingyu also represented a children's clothing brand Skech from abroad.

It was this agency that made him firmly establish the idea of developing multi brand integrated stores in the industry of < a href= "http://www.91se91.com/news/index_c.asp" > children's wear > /a.

Therefore, in a very short period of time, good children represented Nike children's wear, Skech, Puma children's clothing and so on.

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< p > "facing the downward trend of department store development, we gradually turn the channel to the shopping center."

But in Zheng Qingyu's view, the single children's wear brand is hard to survive in the shopping mall.

In this regard, good children will assemble the brand of children's clothing and enter the shopping center in the form of brand integration shop.

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< p > "now, good children have opened about 10 stores. By the end of this year, we will open to 50, with a budget to open 300 next year, and to 1000 flagship stores in 3 years."

Zheng Qingyu's support for this quick opening plan is due to the good performance of his brand integrated store in the terminal market.

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< p > "we find that the basic flow of good children's children's clothing brand integration shop is two times higher than that of a single brand store."

In Zheng Qingyu's view, this is a terrible number, which means that when the children's clothing business has a brand, its monthly turnover may be 100 thousand yuan, but when it has two brands, its store revenue may reach 130 thousand yuan, an increase of 30%.

Therefore, if a children's clothing store can own five or six brands at the same time, its monthly business income may reach more than 500 thousand yuan, which is equal to that of the adult sportswear shop.

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"P", when Zheng Qingyu was full of children's wear multi brand integration stores, Parker, who had suffered "multi brand pain", apparently did not think so.

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< p > "Parker lane has used too many brand operation methods before, acting as Garfield and Lining children's clothing, but the effect is not satisfactory."

In Zhang Haizheng's view, too many brands of corporate agents may lead to the effect of "extremes".

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< p > Zhang Haizheng told reporters that the biggest problem encountered by Parker in the process of acting on other children's clothing brands was the decline in the sales volume of his own brand, paramount.

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< p > it is understood that, for a long time, Parker lane has taken a series of work from design, production, channels, and even marketing to the brand of children's clothes.

Therefore, the more brands the agent has, the smaller the energy input to the private brand will be.

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< p > "Parker land is still brand oriented after all. Therefore, considering the long-term interests of brand development, we have begun to adjust our business strategy after the decline in sales of private brands."

Zhang Haizheng told reporters that at present, the brand of children's clothing represented by Parker Lan Di is only kappa kids.

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< p > this is also a multi brand operation method. Why is there a completely different market "perception" in the terminal market? < span lang= "EN-US" style= "line-height: 150%; font-family:" Microsoft black, "sans-serif"; color: #555555; font-size: 10.5pt; ""; "

< p > < strong > "want more brands, first serialization" < /strong > < /p >

< p > in Liu Yong's view, it is necessary to operate many a href= "http://www.91se91.com/news/index_h.asp" > brand > /a > integrated stores. In considering their own production and operation practices, enterprises should also strengthen their own series planning of agent brand.

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< p > "multi brand integration store is not simply a combination of brands of goods."

Liu Yong said the agent brand is testing the combination ability and terminal control ability of the enterprise.

But at present, many domestic enterprises are weak in this respect.

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< p > Liu Yong told reporters that many domestic garment enterprises do not even set up the position of commodity planner, and they lack a series of planning on the combination of multi brand clothing products.

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< p > "in fact, the concept of group goods originated from fashion buyers.

Generally speaking, a buyer will make a buyer's plan ahead of time before he participates in the ordering of all brands.

Liu Yong said that most of the purchase plan was based on the last quarter's sales statistics, to show the estimated value of the future sales market.

On the basis of these data, buyers will make a series of plans for the products to be purchased this season.

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< p > however, Chinese enterprises obviously lack the awareness of formulating this "buyer's commodity plan".

It is for this reason that many integrated brand enterprises often lack the relevance of brand products when they combine their products, and there is a lack of serialization style among the whole clothing products.

In this regard, Liu Yong believes that many local agent brand enterprises, only the production of a single product, rather than a series of R & D.

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At the same time, at the same time, to do a lot of brand shops, clothing enterprises should enhance their own terminal management capabilities while enhancing their own cargo capacity, so as to enhance the terminal image of their multi brand shops. P

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< p > "in fact, only 20% of clothing can really contribute to the performance of a store."

In this regard, Liu Yong believes that enterprises must enhance the terminal display.

"Enterprises should attract customers to shop through the foil of each garment product and highlight the superior products."

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