Second Child Policy To Promote The Development Of Children'S Shoes Market

"The National People's Congress finally deliberated on the two child policy in December 23rd, which will bring considerable hidden benefits to the children's industry." On the day before yesterday, Zhang Zhize, the general manager of Shishi Ji Ji children's clothing, was excited by the news on the Internet. As one of the three national children's wear bases and famous toys and children's food producing areas, Quanzhou It is not difficult for practitioners to be excited about this.

　 Second child policy opens up new opportunities for children's products

In fact, Zhang Chee has long judged that the "second child" is about to let go. For this reason, with the help of him, the recent season music has increased the pace of expansion of the national market. Since December alone, dozens of shops have been added to the country. It is estimated that in the 800 quarter of 2014, the music will also expand at an alarming rate.

Coincidentally, Jamibare, who has just been selected as the ten largest Chinese children's wear brand, will also add hundreds of stores this year. Among them, Beijing, Zhengzhou, Kunming and other places have opened a large children's living area with an area of hundreds of square meters. "At present, the children's clothing market in China is still in a state of chaos. Everyone's ideas are open. Shops must be opened first. The experience of the sports goods industry structure is that we should take the first place and occupy the territory. After three years, we will gradually optimize it. Jamibare marketing director Liu Weifeng told reporters that prefecture level cities and some developed county-level cities will be the focus of Jamie bear expansion. It is reported that at present, Jamibare has more than 2000 stores throughout the country and is expanding at the rate of three hundred or four hundred each year.

Wang Yunlian, media manager of the big brother, also revealed that the total number of direct and franchise stores in the country is expected to reach 1000 in 3 years, with annual sales of 800 million ~10 billion yuan.

　　 Industrial integration or opportunity

It is noteworthy that despite the fact that the industry is still in the battle stage, the brand tier of China's children's wear market has already taken shape.

The children's clothing industry now has 22 Chinese ten children's wear brands, if it is divided into two positions, including balbala, Dr. frog, red boy, pig pig, red, yellow and other top five brands, can be listed as the first tier, including Jamie bear, Green and so on 17 can be regarded as second echelon. In addition to the other scale children's clothing in Quanzhou brand Many of them belong to the third echelon. "Although the industrial pattern is initially formed, this is not a stable pattern, and the whole is still in a state of loosening and differentiation. And for this industry, there are more new challenges and opportunities. Liu Weifeng said.

In addition to traditional children's wear enterprises, Metersbonwe, seven wolves, Bosideng, Lining, Anta, 360 degrees and other adult shoes and clothing also play a big role in the field of children's wear. Overseas enterprises such as H&M, Zara, Muji, UNIQLO and so on also set up children's special area or children's clothing store specially. Although they are still in the initial stage, they will undoubtedly aggravate the future competition of children's clothing market by relying on their strong capital and access advantages.

Another noteworthy phenomenon is that with the intensification of industrial competition, the children's industry has entered a large era of multi category and multi industry integration development. And through the integration of multiple categories, the creation of large living houses and integrated stores will open a new development in the future.

"It's not difficult to build an integrated store. It's difficult to form a chain system across the country. The biggest threshold is huge capital investment." Xu Qinghai, President of the Anhai Toy Association of Jinjiang, has been studying the new way of selling toys, and has also had a lot of experience in the exploration and integration of children's industries. "Jinjiang is the capital of the brand. Many famous brands have been born in shoes and clothing and food. Only our toys do not have a brand that can be heard. This is a question worthy of our consideration. But if we can integrate children's shoes, clothes, food and toys, the energy will be very different. But Xu Qinghai said frankly that he also tried to integrate children's clothing and toys, opened a store, but with little success and even paid a heavy price for the integration, he was forced to die a few years ago. "Of course, there will be opportunities in the future. We will never rule out the integration mode of children's industries in the future." Xu Qinghai told reporters.

　　 New exploration of big children's industry

Earlier this month, Shishi Children's wear The industry association upgraded its association to the Shishi children's wear and children's Industry Federation to build a children's market with clothing as the main body and children's related industries together. Therefore, it also opens up a new exploration of the big children's industry.

Children's clothing once occupied half of the lion's clothing industry, but with the rise of other children's wear plates in China, the share of Shishi children's clothing in the National Children's wear market dropped from 90% to less than 10%. As the founder and association of Shishi children's wear and children's Federation and the honorary president of the association, Wang Wenjun, chairman of Perrin (Fujian) Garments Co., Ltd., frankly said that although the Federation of industry has promoted the upgrading of the industry, Shishi is still relatively weak in addition to the advantages of children's wear, children's shoes and toy industry. Therefore, how to make good use of collaboration between upstream and downstream industry chains has become the most important concern for members. At present, the Federation is cooperating with Hangzhou Kung Fu animation and so on. It will add animation and creative concepts to the relevant products to enhance the added value of the brand. At the same time, they will apply to the government to set up an animation industry park to serve the development of the industry.

But another good news is that more children's related industries, including toys, food, education and training, are changing quietly in Quanzhou. Some industries are on the rise and are full of vitality, such as infant products industry and children's early education and training industry; others are in the downstream channel, such as children's toy manufacturing enterprises, from the enviable red hot scene more than 10 years ago to many enterprises now in trouble and uneven development.

It is noteworthy that China's children's industry has stepped into multi category integration from a single category and a new era of integration across the second and third industries. In this regard, with the successful implantation of anime and other creative industries, people in the industry are increasingly aware that only through cross category cooperation, or closely interacting with the three industries such as animation, can they grow and adapt to the consumer market. Take thumb, for example, children's wear is the core product of thumb. Apart from other traditional children's clothing enterprises, thumb is the first to do culture. First of all, the culture has formed a high degree of popularity and influence. In the second half of 2011, after having the brand culture connotation, he was able to identify the market, and entered the industrial development from the clothing Main industry "clothing" of the holding company, and embarked on the road of "animation + industry".