Home >

2013 Annual Review: The Happy Awakening Of Children'S Clothing Market

2013/12/26 9:40:00 49

??? 日本語 Fran?ais English 中文

2013 Children'S Wear Market Clothing Design Single Child Domestic Brand.

img border= "0" alt= "align=" center "src=" /uploadimages/201312/26/20131226095855_sj.JPG "/" < < > >

"ten children's wear brands" came out .

"China's top ten children's wear brands" is not only the starting point and platform for China's a target= "_blank" href= "http://www.91se91.com/" and "clothing /a" association to promote the development of local children's wear brands. It is also a process for further gathering the dominant enterprises in China's children's wear industry.

a few years ago, as the market for men's wear, women's wear and sportswear was becoming more and more saturated, some enterprises regarded children's clothing as the last piece of cake in the clothing industry.

The reason why children's clothes attract so much attention is p's huge market capacity and clear profit margins.

However, barbaric growth can not bring about a benign market environment for children's wear industry.

In order to enhance the brand awareness and intellectual property protection awareness of Chinese children's clothing enterprises, and further expand the social popularity and social influence of Chinese original children's wear brands, the China clothing association has reviewed the third "China's ten largest children's wear brands" at the beginning of this year.

"China's top ten children's wear brand" selection activities not only injected new impetus to the development of Chinese original children's wear brand, expanded the social popularity and market influence of Chinese original children's wear brand, but also accelerated the brand process of Chinese children's clothing industry, molded the industry model, standardized the order of market competition, and avoided the vicious competition between brands.

At the same time, the birth of "China's top ten children's wear brands" has made the consumers have a clearer understanding of the local children's wear brands and has a clearer selection criteria.

During the selection process, the industry can further analyze the problems existing in the development process of the industry and enterprises, seek the correct way of development, and reshape the core competitiveness of the industry so as to enable Chinese children's clothing enterprises to make common progress and achieve rapid and healthy development under the guidance of the association. P

the third China ten children's wear brand selection has attracted many famous children's clothing brands since it was launched in December 2012.

The activity was first divided into 3 age groups: infant clothing, small medium sized children's wear and teenage clothes. This will not only involve more local children's clothing brands, but also guide the brand to correctly segment the market and achieve professional operation.

at present, domestic children's clothing brands are concentrated in small and medium size children's clothing, while infant and junior clothing brands are few, strength is weak, and the new market demand is hard to meet.

In addition, only by thoroughly dividing the market, can we fully understand the needs and preferences and preferences of consumers in this market segment, so that we can create a clear and meaningful cognition of the brand, so as to make the enterprises clear their positioning and form a strong resultant force.

quality safety alarm bell ringing

the 61 quarter of each year is the high production period of children's clothing quality and safety news. All sectors of society have turned their attention to the quality inspection results of all kinds of children's clothing. Regardless of the reputation of the brand, they will receive much attention at this time.

The quality safety of children's clothing sold in the domestic market has already suffered from "children's Day Syndrome".

in the adult world, children are just like everything they live.

It is precisely because of such secular emotions and biological genetic logic that children's clothing consumption has naturally become a hot topic in the field of consumption and industry, and there is no reason to pay attention to the quality and safety of children's clothing.

but the brand of children's clothing seems to have left an impression of being indifferent. They are like a child who has made a mistake. After many times of education by the media, quality inspection organizations and all sectors of society, they still do not want to correct their quality problems.

children's clothing quality and safety problems are also deep-rooted reasons. They throw away the external and secondary factors such as "no news after the news" and no accountability after the stir up of the media. The core reason lies in the fact that the consumer market and the industrial environment are at an initial stage.

According to the results of the first "Chinese city children's clothing safety consumption survey" organized by the AQSIQ this year, nearly 90% parents lack knowledge about the safety knowledge of children's clothing. What's the consequences of children's clothes with hidden dangers? 40% parents do not know.

single second pregnancy triggering linkage effect /p >

"P" "a single second child" will undoubtedly play a strong needle for the optimists in the market, but it will lead to a new round of market competition. The industrial problems such as the homogeneity competition and the lack of quality supervision, which are to be solved, will be detained to the next stage, thus disrupting the rhythm of the children's clothing industry itself.

In the decision of the Central Committee of the Communist Party of China on several major issues in deepening the reform, which was promulgated shortly before the "P", it involves the new deal of our country's population. The document clearly states that "adhering to the basic state policy of family planning, and implementing the policy that one side is the only child's couple can have two children".

experts believe that in recent years China is ushering in the fourth baby birth peak (around 2014~2017). If the "two child" policy is fully liberalized, the number of newborn babies will increase in a short period of time, and this will extend to around 2020.

Based on the above judgment, the industry generally believe that the introduction of this policy is a good news for children's clothing market, children's clothing industry will usher in the second spring.

At the same time, but at the same time, the children's clothing industry that has been hot for several years has just dropped a little bit. The "second child" policy is likely to bring new stimulation to the rational return of the industry. Under the background of a new round of fierce competition in the children's clothing industry, a deeper level of production problems will be imminent.

as we all know, China's stock market has been in a strange way of being mad or slumping. It is because the Chinese stock market is known as the "policy market". The barometer reflects the psychological fluctuation of people. In fact, the children's clothing industry is also somewhat "policy market".

After the "two child" policy was detonated, capital markets and physical enterprises reawakened the determination to enter the children's clothing market.

good news is easy to get carried away, but don't forget that "policy market" often comes quickly and goes fast.

The Chinese children's clothing industry must not abandon the "treatment". At the present stage, the problems to be solved by all enterprises must be formulated and rectified one by one, at least the product quality should be greatly improved.

At the end of 2013, whether the stimulus policy will lead the children's clothing industry to China is a matter of time.

{page_break}

domestic brand self redemption /p >

from the steps taken by the well-known children's clothing enterprises this year, the mode of acting international brand has brought great impact on local brands in the short term, but it is conducive to the improvement and upgrading of the domestic children's wear industry chain for the long term development of the whole industry.

in the past, the so-called "international brand" in the market is mostly "authorized brand", which can be said to be the "mixed blood" mode of Chinese and Western children's brand. In the future, entering the Chinese market will be a genuine international brand of pure blood.

To seize the opportunity to cooperate with these brands, on the one hand, we can turn passivity into initiative, pform competition into win win, and on the other hand, enhance and protect our brand.

This summer, the domestic children's wear benchmarking brand balbala has completed a series of strategic initiatives. Its listed parent company Semir a target= "_blank" href= "http://www.91se91.com/" > dress < /a > signed a strategic cooperation agreement with the beautiful rainbow dress (Shanghai) Co., Ltd., which will fully promote the promotion, distribution, promotion and sales business of Italy beauty Pavilion (Minconf Spa) children's wear brand Sarabanda and Minibanda in China.

in many domestic children's clothing enterprises, it is not uncommon to represent children in the international high-end children's clothing brand, and then expand the children's clothing business to the whole industry chain. Semir clothing is not the first to eat crab.

Beijing Jia man Clothing Co., Ltd. besides the children's clothing brand of water boy, also has KENZO, CATIMINI, TIMBERLAND and other more than 10 international children's wear brand China's agents, these brands are in the luxury, high-end, high-end market occupies a very important position.

another well-known children's clothing enterprise good children (China) trade group has Nike children's clothing in China about 98% of the agency power, not only that, the company set up multi brand collection shop, will Nike, Adidas, Puma and Skech and other famous sports brand children's wear series "income pocket".

for the well-known children's clothing enterprises to act as the brand of international high-end children's clothing, some business managers believe that the addition of high-end brands is a useful supplement to the domestic independent brands.

In the investment industry analysts, agent international second line brand can help domestic children's clothing brand expand product line, enhance brand influence, and also open up new horizons in design, research and management.

the market potential of domestic children's clothing is huge, and consumers' brand awareness of children's clothing is also gradually formed. With the intervention of international brand and fast fashion brands, the gap of domestic children's clothing brands in brand building is also objective.

Of course, we must also see that the domestic children's wear brands still have a long way to go in brand building.

first, domestic children's clothing brands should actively learn from foreign brands' experience in management and marketing; second, children's clothing brands in China must find their own positions, blindly imitate, it is difficult to make great progress, but also to form their own characteristics, create their own brand culture, so as to form brand differentiation with international brand and fast fashion brands; third, the key to domestic children's wear brands should be well done to deal with the competition between international brand and fast fashion brands.

design return flashing fashion week /p >

Under the background of the flourishing development of domestic children's clothing industry, a group of enterprises with high pursuits, hoping to win the industry, peers, consumers and even the whole society in the professional field, have entered the fashion stage and actively participated in China International Fashion week. This is precisely the result of industrial drive. P

this year, in the children's clothing market and the consumption topic, the "children's clothing grown-up" has also become the object of criticism. It is mainly manifested in the children's clothing sold on the market to a large extent, using the design styles of adult clothing, such as casual fashion suits, lace skirts, suspenders and clip fingers.

Standing at the moral high ground, the view that adults are not allowed to wear children's dress, such as children's cheongsam, children's dress and princess skirt, inadvertently instilled a luxurious and complicated idea to children, making children precocious and not conducive to children's physical and mental health.

In the eyes of garment practitioners, it is the bias of some enterprises to understand the trend of fashion that the style of adult clothing is completely moved to the field of children's wear.

it is gratifying to note that in October this year, in the 2014 spring and summer series of China International Fashion Week, 3 children's wear brands were released.

Children's wear brands are rarely seen in fashion week. Their appearance is the first time that children's clothing has been put on the stage of fashion center.

More importantly, on the stage of fashion week this year, the release of the leading children's wear "a target=" _blank "href=" http://www.91se91.com/ "designer /a" has restored the innocence and freedom of children's clothing.

Adult children's clothing has not been popular. Instead, "love" and "childlike interest" have become the theme of children's wear designers.

in fact, the design of children's clothing is indeed more difficult than that of adult clothes.

Because clothing is not only a product of the material, but also carries the connotation of spiritual culture, which affects the behavior of the wearer.

How to simplify children's interest to children's nature, how to let children enjoy good quality care and fashion taste, how to extend parental love to brand service, is the direction for children's designers to design culture.

.