Three Challenges And Pressures Faced By Children's Clothing Industry

Here world Clothing and shoes Xiaobian of the network to introduce the analysis is: our children's clothing industry faces three challenges and pressures.

According to statistics, China has more than 10000 children's clothing manufacturers, and has formed many core industrial clusters, such as Guangdong, Dongguan, Zhejiang Huzhou, Fujian Quanzhou, Henan Anyang, Sichuan Chengdu, and so on. In 2013, the output of children's clothing in China was about 5 billion, of which 2 billion were domestic sales, 3 billion were exported, and sales amounted to 130 billion yuan.

In recent years, as the pace of development of the domestic adult apparel industry has gradually slowed down, garment enterprises have begun to focus on children's clothing market. Nowadays, many well-known domestic garment enterprises have penetrated into this field, and have accelerated the introduction of this brand of children's clothing products. Nevertheless, compared with international brands, children's clothing products in China are still lagging behind in terms of style design and marketing concept.

In this regard, relevant experts pointed out that only by seizing market opportunities and vigorously cultivating independent children's wear brands can our children's clothing enterprises achieve sustainable development.

According to statistics, China has more than 10000 children's clothing manufacturers, and has formed many core industrial clusters, such as Guangdong, Dongguan, Zhejiang Huzhou, Fujian Quanzhou, Henan Anyang, Sichuan Chengdu, and so on. In 2013, the output of children's clothing in China was about 5 billion, of which 2 billion were domestic sales, 3 billion were exported, and sales amounted to 130 billion yuan. "Although these figures look gratifying, in fact, there are still many weaknesses in the construction of children's wear brands in China, especially the lack of strong brands comparable to international brands." Zhang Li, vice president of China Textile Industry Federation, believes that China's children's clothing industry is facing the following three challenges and pressures.

First, from the market point of view, at present Children's wear Competition in the market is fierce. Many famous international brands including Adidas, Nike, Burberry, Gucci and Dior have speeded up the market of Chinese children's wear. Based on this, most domestic children's wear brands can not compete with international brands due to their lack of popularity. Many domestic children's wear brands can only be sold in two or three line cities.

Second, from the commercial environment perspective, in the country, children's clothing brands are facing difficulties in getting into stores and getting into stores. Even some shopping malls require independent children's clothing brands to register an English name in order to improve their grades, so as to attract consumers' attention, which has a serious negative impact on the building and construction of brand culture.

Third, from the perspective of enterprises themselves, children's clothing enterprises in China generally lack brand awareness and irrational product structure. In China, more than 10000 children's clothing enterprises have about 200 independent brands, less than 2% of the total number of enterprises, and about 60% of the enterprises are mainly processing by generation. "Brand cultivation is a systematic project which requires the joint efforts of the government, industry associations and related enterprises." Zhang Li said that the government should establish a systematic brand management system to create a good institutional environment for the brand building of enterprises. At the same time, enterprises should strengthen brand awareness, formulate brand development strategy and long-term plan, enhance brand building ability, and brand design, trademark Related protection measures should be implemented in registration.