Outdoor Giant Influx Of Children'S Clothing Market Layout Again

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< p > recent news, the "Explorer" outdoor children's wear line, its high price performance of the price of the industry.

As early as March this year, the children's clothing product developed by the Pathfinder and Parker blue has been officially launched at the 2014 China International Clothing and accessories fair.

According to the introduction, Pathfinder children's clothing is mainly positioned as high-end outdoor leisure products for children. Its future < a href= "http://sjfzxm.com/news/index_z.asp" > children's wear > /a > business is mainly authorized to operate the park.

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Less than P, the Explorer tied up the Parker, who tried to combine outdoor children's clothing with water. Although it didn't bring a substantial market impact to the brand of local children's outdoor clothing, it did stir up their sensitive nerves.

The industry believes that with the influx of giants, outdoor children's clothing layout adds a new competitive edge. The young children's clothing market is not only full of potential but also fierce competition.

How to get a share in this limited field of subdivision? It is worth thinking about the enterprises who try outdoor outdoor clothes for children.

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< p > < strong > Pathfinder layout outdoor children's wear < /strong > < /p >

< p > > since March this year, the children's clothing product developed by the Pathfinder Parker Langer has been officially launched at the 2014 China International Clothing and accessories fair. A few days ago, some of its products have been on-line, which means that the Pathfinder children's clothing business has taken an important step in the national layout.

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< p > according to market related news, < a href= "http://sjfzxm.com/news/index_z.asp" > Pathfinder < /a > cooperate with Parker in order to act as authorized agent for the market between domestic enterprises.

The Pathfinder empowers the "Pathfinder" brand to use the right in the field of children's clothing, to charge the brand authorization fee, and to purchase children's clothing products; and Parker lane is responsible for the operation of the "Pathfinder" brand children's clothing business.

The two sides signed a 10 year contract and set a market index every 5 years. The target of sales in the next 5 years is 380 million yuan.

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Less than P, it is worth noting that Pathfinder children's clothing business will be operated by opening an independent shop. This year, Parker Lan Di plans to open 100 stores, which is scheduled to start in August.

The layout of shops focuses on the second tier market in the northern region, with emphasis on East China, North China, northeast and northwest regions.

In 2015, the Pathfinder children's wear shop can be opened to 300~400.

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< p > the industry believes that Pathfinder join hands with Parker to enter the children's outdoors, which shows that the Pathfinder has been building the outdoor layout of the group's brand operation. The development of the multi brand strategy of the Pathfinder has begun to take shape now, and its purpose is to provide consumers with more diversified choices so that consumers can enjoy the happiness of outdoor sports, and the development of children's outdoor children's clothing business is also due to the strategic significance of the group.

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"P >" facing the grim situation, as more and more brands pour into the outdoor industry, the price war can not be avoided. The development speed of China's outdoor products industry has further slowed down, and the pressure of channel inventory has intensified.

At the same time, retail terminal competition is becoming more and more intense, retail discount is increasing day by day, and human cost and rents cost continue to increase, resulting in a further decline in terminal profit margin.

Perhaps the Pathfinder children's clothing is the profit growth point that the Pathfinder aims at outdoor diversification strategy development.

Zang cool strategy chief planner Chen Zhongyi said.

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< p > but he thinks that although the way of "a href=" http://sjfzxm.com/news/index_z.asp "brand" /a "renting mode" is very common in garment industry, the advantages are quick and convenient, but it is not without drawbacks.

Parker Lane wants to be outdoors. If we need a lot of money and a long period of exploration from now on, but with the mature and reliable Pathfinder, these preliminary work will be saved.

But for the Pathfinder, on the surface, during the period of cooperation, whether the operation of paramount is successful, the Pathfinder can have absolute initiative, but the time cost can not be estimated. If miss the best time to enter the outdoor children's clothing, it will also miss the opportunity to seize the market share of the outdoor children's clothing market.

In this regard, the local CAMKIDS is a successful precedent. As early as 2009, the brand clearly defined the outdoor brand of young people. At present, the popularity and occupancy rate of the domestic children's outdoor products market is staggering, and CAMKIDS is undoubtedly a banner of children's outdoor products market.

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< p > < strong > pricing advantage or touch industry development < /strong > < /p >

< p > Pathfinder children's clothing, Parker lane, one is the originator of the outdoor world, and the other is the children's wear. If the two are strong enough, whether they are "wolf" or not? The industry generally believes that, as Lining Li-Ning Adventure (Lining exploration) joined in the outdoor industry, it's not a good news. At least one thing can not be denied: it shows that the space for children's outdoor market is being further expanded, more and more enterprises are entering this market, or will promote the rapid development of the industry.

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< p > in fact, not only is the Pathfinder, but many other outdoor brands have already smelled this business opportunity.

Bbu Ryak, an outdoor sporting goods brand, launched children's outdoor products in the Chinese market in 2013, mainly focusing on clothes and shoes.

The company official also admitted that "daddy went where" after the big heat, for children's outdoor products have a catalytic role.

According to the data, children's outdoor market has an annual growth rate of 40%. Compared with the blank market competition and the freshness and love of outdoor products, young people's outdoor sports market has become a new blue ocean for children's footwear industry.

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< p > another set of data can also support the inevitable development of children's outdoor market.

Lin Tianhuang, brand manager of Tian Lun Tian outdoor products Co., Ltd., told reporters that at present, there are more than 800 outdoor brands in the domestic outdoor products market, and only 47 of the annual retail sales exceed 50 million. The high degree of brand concentration has announced to the industry that the development of the outdoor industry has become more and more full.

But children's outdoor brands are different, the market is currently on the one or two brands in the specialized trader, and the rest are still on the small scale test water, only the introduction of some parent child clothes or children's series is not really meaningful in children's outdoor areas.

With the introduction of the policy of "two separate children" and the increasing popularity of family outdoor tourism, children's products market is full of strength.

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< p > however, there are many opportunities and challenges for children in the outdoor market.

"Parker land is famous for casual children's clothing. Once it is cut into the field of outdoor children's clothing, the overall development, design and supply chain integration need time and professional team to link up. This is a problem that any enterprise involved in children's outdoor shoes and clothing needs to face."

Hong Qinming, deputy general manager of Mingwei shoes and Garments Co., Ltd., believes that the outdoor outdoor products that CAMKIDS is showing on the market has been explored for four or five years. During the period, according to market demand, especially for the particularity of children's outdoor sports, their design team and outsourcing supply chain are constantly being revised and adjusted, and now they are gradually maturing, thus forming a professional outdoor outdoor brand image of CAMKIDS.

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< p > compared with other categories of brands, children grow too fast and clothes are naturally faster. However, because of the high price of outdoor products, price positioning will become the key to prying the delicious market cake.

Hong Qinming told reporters.

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"P > has been recognized by Xu Tengda, general manager of Tianlun outdoor products Co., Ltd." although we have invested more manpower in developing outdoor products for children, we do not plan to launch it in the form of "Tianlun Tian KIDS". That is to say, it will not be popularized as a child brand. It will first be promoted to the existing sales terminals through the children's product line.

At the same time, these children's products will test the water in the electronic business platform first, and even launch the "network dedicated contribution", first test the market reaction, and the pricing advantage has become a very favorable condition to develop the market.

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< p > channel for Wang Jing to view its change < /p >.

< p >, as for the Pathfinder distribution of children's clothing market, in the early stage, CAMKIDS did convene a crisis meeting.

Hong Qinming said frankly, at present, the market pressure is the biggest in Beijing, but on the domestic market as a whole, there is not much impact.

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"P", "Pathfinder hand in hand with the launch of the outdoor children's clothing business, Parker Lan Di plans to open 100 stores, the layout focuses on the northern region of the second tier market, has not yet started.

In fact, Parker lane only has obvious advantages in the Beijing market channel, which will bring a lot of direct impact to CAMKIDS. However, from the domestic layout, CAMKIDS has more than 1000 stores in the whole country. It has a footprint throughout the top shopping malls in the country, and even has a terminal layout in the three or four tier cities. Even though the brand influence of the outdoor banner, which is based on Parker, is not necessarily able to penetrate such a careful channel in the short term.

Hong Qinming said.

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< p > "Pathfinder is originally an outdoor small consumer group brand. Most of the consumers are adult outdoor enthusiasts. Therefore, its popularity in footwear industry is not as high as expected. In other words," small Pathfinder "needs to be revisited in order to return to the market.

Chen Zhongyi said.

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In this respect, P's local outdoor brand seems to have more advantages in children's outdoors.

In Quanzhou, such outdoor brands as Tianlun Tian, San Lai Lai and Lion Brand keep on average at 300~400 a year. Although these one or two years have dropped, they occupy the market by occupying more channels. This absolute advantage is completely ahead of other outdoor brands in the country. So once they decide to set foot in the children's outdoor market, they will also adopt such a fast channel development strategy to operate outdoor brands for children.

Xu Rongsheng, chairman of the lion brand outdoor products Co., Ltd., said that they would even find out a system suitable for children's outdoor market development through the sample market operation.

By contrast, whether Lining came or the current small Pathfinder came, there would not be a big chain reaction to the established track of local outdoor brands.

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< p > it is worth mentioning that Chen Jiatai, the general manager of St. Valentine's outdoor products Co., which has just finished his visit to the South Korean market, has more confidence in his outdoor shoes after he has finished the market. In the South Korean industry, which is very developed in the outdoor industry, many outdoor shoes are still on behalf of Jinjiang. Whether it is development or production, this is a reflection of Jinjiang's incomparable advantages in making outdoor shoes.

Similarly, as an enterprise that wants to get a share in the outdoor market of children, we should make full use of the advantages of Jinjiang's industrial scale to achieve breakthroughs in brand positioning and marketing innovation, especially in terms of manufacturing costs, especially in children's outdoor sports characteristics, custom-made and custom-made.

After all, even though the sparrow is small and full of five organs, children's outdoor shoes are not only a small number, but also more outdoor security.

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