Children'S Brand: Push New Fashion Shoes And Clothing Equipment Of "Little Adults"

The landing of the "two child" policy last year has made the children's shoes industry the first wave of expansion. Many brands have extended the age of the consumer group to invest in the production line of baby products. Nowadays, the industry has ushered in the second wave of expanding production. This time, Quanzhou enterprises choose to extend the age of the consumer group and push the new fashion of "small adults". Under the increasingly fierce competition among children, children and children, the market of "small adults" between 12 and 16 years old has a "blue ocean" space, attracting many brands to dig deeper.

In mid August, Mamie Marka's children's clothing was held in 2015 spring and summer epidemic conference.

The children's fashion model of the sun is a brand new series of two major brands, including the next spring and summer classical campus and outdoor fashion. The Zhongda children's clothing has a series of "royal soldiers" and "boating adventures" for boys, while girls have "time records" and "loli princess dream".

In addition to paying attention to the control of details, the company's research and development director also pays great attention to the application of market demand and popular elements, while pursuing the refinement of environmental protection materials, advanced technology, fashion color, fashion version, health and comfort.

Although the brand of the company has covered the products of baby boy and Zhongda children, Lin Xiangyang, President of Bao de group, still puts forward the theme of "innovation pattern" and expresses that it needs to introduce more perfect commodity structure to meet the needs of market sales.

Song Tao, assistant president of the group, revealed that they are planning to launch a "tide card" for the 12 year old 16 year old independent consumer market.

"This market is relatively blank at the moment, but this group is also relatively special."

He said that a new brand needs early planning, but

The positioning is fashion, fashion, to adapt to the consumer group of young people. At the same time, it will combine the four dimensions of Mamie Marka's brand operation "commodity strength, brand power, leadership and competitiveness" in the future to focus on building this new brand.

As well as the "small grown-up" market, there are POOVE.

At the conference held in April this year, the POOVE women's clothing series theme exhibition hall was made new appearance, and introduced four series including "fashion hundred hash", "fashion charm", "dazzle city", "simple life", fully integrated the current simple fashion wind and showy personality trend, in the version, fabric, color, technology four aspects of wonderful deduction.

The company said this year's test of women's clothing is an extension of the company's products.

"We have strategically adjusted the entire R & D work based on the characteristics of our brands and closely related to the trend of market trends, and set up a forward-looking, scientific product development system guided by the individual needs of consumers."

Chen Wenjie, general manager of clothing business center of POOVE (China) Co., Ltd., based on the integrated design concept of shoes and clothing integration, in order to enhance the expressive force of retail channels for women's clothing products, the company actively promotes thematic display and thematic sales ideas among retailers and retailers, emphasizes the rich and casual collocation of single products, and provides consumers with the recreation space for clothing matching.

According to the data obtained from China's fifth census, the population aged 12 to 16 in China had more than 1.2 hundred million people at that time, accounting for 8.75% of the total population.

To spend 100 yuan per person per year to calculate, this huge cardinal number hidden behind a billion market, or even "100 billion cake".

However, although many apparel companies agree that the youth market is very large, the market seems to be a "forbidden area".

"If children are not graduated from primary schools, children's clothing brands in the market are various, and products are dazzling. Consumers are not afraid of buying the right products.

But once a child goes to primary school and goes to junior high school, many parents don't know what clothes to buy for their children. They can only choose the right size from some casual clothes or sportswear.

An industry analyst believes that there are many business opportunities in the youth clothing market.

A sample survey of 100 primary and secondary school students in Beijing has shown that there is also a huge demand for personalized clothing brand clothing in addition to the school uniform.

According to the survey, 30% of respondents said they needed three or four clothes to cope with the days when they did not need to wear school uniforms. 15% of respondents thought they needed 7 or more clothes.

At the same time, 80% of these respondents said they would buy at least one brand of clothing and apparel in one quarter, of which 10% were buying for half a month, while 30% of the respondents bought brand clothing for one month.

"China's 12 to 16 year old group needs about 1/4 to 1/3 of adult clothing demand, which is a huge market."

Industry analysts believe that this market is in demand.

Judging from the trend of other domestic brands, the market has also attracted the attention of the industry.

Last year, Semir worked hard in the children's market.

Semir's children's wear brand Barbara, based on its 3-12 year old children's clothing, began to expand its 0-3 year old baby clothes and juvenile clothes over 12 years old, as well as shoes, accessories and other products. It won the Sarabanda and Minbanda two Italy high-end children's clothing brand representative rights.

At the same time, Semir has gradually pformed from children's clothing to children's clothing life hall, focusing on children's fashion and category extension to shoes, bags, accessories and so on.

Qiu Guang, chairman of Semir, said that Semir will expand and expand children's category, and create a comprehensive one-stop service platform for children's industry through investment in animation, film and television, children's education, Internet services and other related children's cultural and educational industries.

One analyst said that leisure products generally did not make much progress. The strategic changes of these children brands showed their main advantages and strengthened the leading position of children's wear market.

The size is irregular and the style is very fashionable.

Although teenage clothing market is favored by the industry, so far, the domestic brand of children's clothing or leisure brands are afraid to easily set foot in this "forbidden zone". This shows that the risk in this field is also enormous.

The industry believes that this is a blue ocean market that has yet to be proved successful.

"This market can only be said to be a relative blue ocean, and the competition it faces now is not so great."

Zheng Jianhua, manager of Planning Department of POOVE (China) Limited, believes that at present, some fast fashion brands such as ZARA and H&M have emerged from the trend of adult wear to teenage clothing. Sports products brands such as NIKE, Anta and other children's clothing products are also involved in teenage clothing aged 12 to 16. "If the company wants to create a new brand to enter the market of teenage clothes, it will be faced with the positive competition at home and abroad as soon as it comes into the market. How to make good positioning is very critical."

He said, "youth clothing for enterprises in product development, brand investment, channel layout and other aspects of the strength, in fact, put forward higher requirements."

As the CAMKIDS brand that plays the "outdoor equipment for young people", the products from the earliest children who are 8 to 16 years old have now covered the products of consumer groups aged 3 to 16. As for the development of the youth market, Hong Qinming, deputy general manager of Jinjiang Ming Wei shoes and Garments Co., Ltd. also has many experience.

"Age 12 to 16 years of age, first of all, in physiology is a change period, the product of this age group, can not be based on the children's clothing version to make, according to the size of the adult dress is not very right, so for the enterprise's product development is a test."

He said that at present, there is no relevant body data to refer to, and enterprises can only "cross the river by feeling the stones".

"We can only collect information through the information management of all retail terminals, and gradually improve and perfect the products."

He said that the company asked all brand stores to install ERP system before 2015 to strengthen the terminal management system and effectiveness. On the one hand, they could form close cooperation and positive interaction with their business partners. On the other hand, they could collect market feedback information in time, pay more attention to the consumer experience, and develop products that are more suitable for the market.

The industry believes that price is also a constraint factor in the development of teenage clothing market.

"Children's clothing is based on children's wear and clothing as a part of children's clothing. Therefore, the quality and safety requirements of the country are higher than that of adult clothing.

However, because the children of this age group grow too fast, the cost of material consumption far exceeds that of children's clothing, which is not much different from the cost of adult clothing, which directly increases the production cost of juvenile clothing.

Therefore, juvenile clothing is facing an awkward position on sale price. Once it is not properly grasped, enterprises may not be able to make profits.

The industry believes that once the price of teenage clothes and adult clothing is set up, parents will be in a mood of resistance, and raising prices will become very difficult.

"Children under the age of 12 usually decide whether to buy clothes by their parents, while those who are over 12 years old may increase their autonomy. Therefore, the marketing of this age group is a relatively difficult question for parents or children to do related marketing."

One analyst believes that this is also a reason why companies are deterred from the market.

Insisting on personalized positioning needs exploration

Song Tao believes that it is a great challenge for brand enterprises to enter the youth market.

"We are also demonstrating again and again, and it involves a series of substantive issues such as brand planning, product development, and so on.

He said that as the group has accumulated many years of brand operation capability, it will further strengthen the retail store of its brand, and emphasize the creativity (Creative store) packaging design.

"Ma Mei Ma card has been taking practical actions to care for the health and growth of the students. Combined with the launching of the" future star love project "by the Beijing Normal University, it has entered the large-scale campus public welfare activities, opened the headmaster's public welfare training course, donated materials to the Beijing Normal University foundation and the China children's foundation, set up a football training base, sponsored sports events and sponsored children's arts festivals, all of which have increased the reputation and popularity of the brand.

He said that in the future, the brand will also establish a "youth psychological center" through cooperation with universities, so as to increase the stickiness between consumers and consumers.

Zheng Jianhua said that although POOVE has put forward the strategy of "exclusive equipment for young people" for many years, it is still seeking new changes.

"It has always been a comparison of leisure and sports orientation, but we found that the age of 12 to 16 was eliminated.