There Are Three Pressures For Clothing Enterprises To Cultivate Children'S Wear Brands.

The implementation of the "two child alone" policy and the pace of development of the domestic adult apparel industry are slowing down. The clothing brands begin to focus on the children's clothing market, take children's clothing as a new profit growth point, and make a big move to the children's wear market.

It is understood that many well-known domestic clothing enterprises have infiltrated 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.

Industry experts pointed out that "only by seizing market opportunities and vigorously cultivating independent children's wear brands can we achieve sustainable development of children's clothing enterprises in China."

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 addition, the latest survey shows that the number of children aged 0-14 years is almost 300 million in China.

The number of people first brought huge demand to the children's children's clothing market.

Some experts say that children's clothing market is becoming the last blue ocean of the apparel industry.

Zhang Li, vice president of the China Textile Industry Federation, said: "although these figures look gratifying, there are still many weaknesses in the construction of children's clothing brands in China, especially the lack of strong brands comparable to international brands."

It is understood that China's children's clothing industry is facing the following three challenges and pressures.

First: from the market perspective, the current market competition for children's wear is very 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 be matched due to lack of popularity.

Brand competition, resulting in many domestic children's wear brands can only sell 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 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 unreasonable 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 implement relevant protection measures in brand design, trademark registration and other aspects.