Brief Analysis Of Children'S Wear Industry In 08 Years

1. The basic situation of children's wear industry in 2008 and the decline in production. According to the statistics of Enterprises above designated size according to the statistics of National Bureau of statistics, since 2008, the production of children's clothing in China has been almost always in negative growth.

The shrinkage of SMEs is even more serious.

Children's clothing production in all sectors should decrease to two digits.

The decline in production reflects the weakness of the market as well as the decline in the efficiency of the industry.

Since 2008, China's clothing exports have been on the decline as a whole, and children's clothing exports have also declined significantly.

Take the export of woven baby garments as an example, the export volume has been showing negative growth since 2008.

The domestic market tends to be weak. According to the statistics from the China Business Information Center on large retail business enterprises, after a big lag in the beginning of the year, the consumption of children's clothing tends to be stable, but steadily declining, and the whole trend is weak.

Affected by inflation, the consumption expectation of clothing products was low in 2008. Besides the purchase of necessities, the probability of random shopping was greatly reduced.

The market demand for children's clothing has hardly increased over the previous two years, but the consumption structure is quietly changing.

Two, 2008, the market of children's wear is characterized by a downturn in the market. The number of children's clothing brands has been increasing rapidly in the past few years.

These brands exist in various wholesale markets, and the original intention of brand creation is mainly to face urban consumption.

The main characteristics of these brands are flexible changes and favorable prices.

The products of many brands are identical, brand has no definite product style, and product design follows the fashion rapidly.

This brand mostly adopts the marketing mode of postpartum sales.

In the first two years, the wholesale industry was flourishing, and children's clothing products were backlog, providing a comfortable hotbed for the survival of these brands. But this year, the wholesale market of children's wear has been declining again and again, "buyers" have been greatly reduced, and better and larger buyers are more inclined to purchase brands that can stabilize supply, have after-sales service, and even have a certain reputation.

Small brands have been hit hard in this environment, and small businesses have been exiting.

The "survival of the fittest" once again showed its strong power, and the elimination of small brands began to spread to larger enterprises and larger brands.

The longer the market downturn, the wider the scope of the affected areas, the deeper the degree, the more the number of brands involved.

The shuffle has already begun.

The brand should be constantly adjusted according to the changing market demand. Enterprises should also actively adjust the mode, determine the future direction of development, and seize more market share in the market adjustment period.

In the past few years, the consumption of high-grade and medium and high class children's clothing has become the main battleground of many brands. But in 2008, the economic environment was not very optimistic. The factors such as the stock market downturn, the property market waiting for rescue, the increase in grain and oil prices, and the rising prices of daily necessities significantly restricted the consumption of high-end products.

Consumers are more pragmatic and turn their attention to the cheap and essential necessities.

Price has once again become one of the primary factors in the purchase of children's clothing.

In the pursuit of high performance price ratio, urban wholesale markets, street shops and other consumer oriented places with price tags are most popular.

Consumers are also looking forward to the new consumption mode that has both the service experience of large shopping malls and the price advantage of wholesale market.

Internet sales in 2008 has also become a new hot spot. The comfort and convenience of staying at home, the widely chosen and easy to compare consumption experience become one of the main consumption means of more and more young consumers, and more importantly, network consumption provides more preferential and abundant products than on-site consumption.

The shortage of quality dealers, the shrinking of dealers, and the economic downturn have led to the shrinking of dealers.

The weakness of the market first hit the confidence of small business operators, which significantly reduced the sales force in the wholesale markets, and had an impact on the wholesale business of children's clothing and the corresponding small brands.

With the franchise system as the main marketing tool, the larger brands that will be identified by the order will encounter the same problem: the dealers and franchisees who have just been attracted will disappear after the next order season, and even if they have not paid the balance, the last year's surplus will be lost.

Many big brands rely on many years of quality distributors to maintain a relatively good sales base, but the newly recruited dealers are very unstable.

High quality distributors have become scarce resources in children's wear industry.

The instability of the dealer team results in the instability of brand sales, and the instability of brand sales not only affects the sustainable development of enterprises, but also has a negative impact on the distributor's confidence in future dealership.

Dealer team needs to be nurtured and stabilized to become one of the important problems facing enterprises.

Consumers pay more attention to the practicality of products. When the economy is sluggish, people's aesthetic taste changes slightly.

Children's clothing no longer gives people a sense of flowers. The tone tends to be natural rather than colorful.

Fashion design shows Europeanization tendency, more concise, moderation and practical.

"Practical" has become an important indicator for consumers to buy children's clothing.

The time that consumers are hovering around the counters is growing, but the proportion of buying is decreasing, random shopping is greatly reduced, and target shopping is increasing. One of the characteristics of target shopping is "utility".

Although some of the "special" designs or decorations are favorable, it is ultimately necessary to let consumers pay for the goods.

A wide range of other clothing designs and well regulated styles were more popular in 2008.

Three, the future development of children's clothing market. We should pay close attention to the consumption characteristics and habits of the post-80s generation. Next year's consumer market will continue to be in a doldrums. But in the economic cycle, the valley will turn to the crest. When the market is warm, how to win the mainstream consumer group will win the market of a period lightly and easily.

After 80 years, as a new consumer group in the next few years, the clothing consumer market will soon create new space for new brands and products.

Therefore, studying the consumption characteristics and habits of "80 generation" in advance will be very helpful for the future market of children's clothing.

"Post-80s" has a more pragmatic and enjoyable character and a relatively mature brand selection ability. It has the pursuit of individuality and fast fashion, and puts forward high requirements for brand integrity.

If the experience consumption is too advanced in the "70" and "70" consumers, then the "post-80s" will be a good card. "80" will be more willing to pay for the comfort of shopping.

After the 1980s, online shopping is also more prevalent.

In short, the post-80s generation can create more needs. Studying the consumption habits of post-80s generation has a forward-looking role in the future product development and market expansion of enterprises.

In the 1980s, some adult clothing brands with certain influence may consider the future of children's clothing and children's clothing, which is full of business opportunities, especially when the "spendthrift generation" is coming.

Due to the brand consumption characteristics of the 80's, some brands in the post-80s are more popular among the people. When 80% of the children become children's clothing buyers, they will be more sensitive and concerned about the brands that are familiar and interested. This will create favorable conditions for the adult clothing brands with certain strength to enter the field of children's wear.

These adult clothing brands will continue the product style and positioning of adult fashion brands and form a sustainable service for the existing consumers.

Many European and American adult wear brands, from luxury brands, such as CD, PRADA, to popular brands, such as GAP, to fashion brands, such as ZARA, to sports brands such as NIKE, ADIDAS and so on, have opened up children's wear product lines.

The introduction of adult clothing brand into children's wear field will better enrich children's clothing market product classification and reflect market differentiation.

Children's clothing category is further subdivided, juvenile clothes may be separated from casual wear and sportswear. The growth of "post-90s" provides an opportunity for the birth of teenage clothes.

Teenage clothing has always been a blank in the field of children's clothing in China. The special juvenile clothing brand is rare, and the juvenile dress brand with distinctive style and distinctive style is even more rare.

Most teenage clothes are simply the release of Chinese children's wear. Their designs still use the elements of children's clothing and children's clothing. They can't reflect the differences between teenagers' clothes, and are difficult to meet the psychological needs of teenagers for children's clothing and adult wear.

Fewer children are buying children's clothing in children's clothing department. Most secondary school children are buying clothes in casual wear and casual sportswear, and these clothes can not meet the needs of young people in terms of design style, design details and clothing size.

As a relatively special clothing category, juvenile clothing is easier to be separated from casual clothes and sportswear departments which are closer to service age. Teenagers tend to be mature and accept the design styles of adult clothes and adult fashion brands. Therefore, adult clothing brands are more advantageous than children's clothing brands in serving teenagers.

He is more realistic and pragmatic in brand positioning. At present, in Beijing, Shanghai and other big cities, the proportion of brand overlap in different shopping malls and markets is getting lower and lower.

The consumption of individual brands can be narrower and narrower. This requires brand positioning to be more precise and pragmatic. We should further analyze the main consumer groups and provide products with characteristics, styles and needs.

"Big and complete" can only give people an impression of being unprofessional.

In order to serve a wider consumer group, children's wear brand group will have the possibility of being born.

Using different brands to locate different markets is a road worth exploring.

The mode of brand group can not only make use of the professionalism and brand differences and complementarity of different brands to master a larger market, but also flexibly deploy the internal resources of the group and improve the brand adaptability and reduce the cost by using the scale effect.

Brand positioning varies in different fields, such as grade differences, regional differences, urban and rural differences, style differences, age differences, usage differences, category differences, etc.

More and more international brands have entered and integrated with Chinese brands. In recent years, the integration of international markets is getting deeper and deeper. The internationalization process of some adult assembly departments has gone through the OEM export, mutual agency and mutual purchase, and has reached the stage of capital integration.

International cooperation and even substantive international integration of children's clothing has not really begun.

Most of the international children's wear brands are still on the sidelines in the Chinese market, waiting for the successful experience of more adult clothing brands in China. Chinese children's clothing brands really need to enter the international market and need more successful cases to pave the way for and the international market's understanding of Chinese brand update.

However, the integration of China and the international community is bound to develop slowly in the continuous improvement and maturity of development conditions.

The international cooperation of Chinese children's clothing enterprises has gone from the OEM's pure foundry age to the ODM field. There are still more areas to be explored and become the new bright spot and new growth point for the future development of children's wear industry in China.