How Does Local Clothing Brand "Divide Food" Into Children's Clothing Industry?

According to a survey by the National Bureau of statistics, the annual output growth rate of children's clothing industry in China can reach 25%~30%. As one of the most potential industries, children's wear market will benefit from the change of consumption concept and the second child policy after the 1980s and 90s. By 2015, the size of children's clothing market in China will reach 140 billion yuan. Thanks to the encouragement of the data and the actual situation, it is not very prosperous. Our garment industry is also moving to the children's clothing industry: creating brand names, developing women's clothing as the main line, expanding children's clothing, integrating children's other products, developing children's clothing integration stores, and even developing from children's clothing to children's industrial chain.

　　 Stuffed closet

Wang Hong (a pseudonym) went to work in an urban institution. After a few days, she hurried to lunch and went to her home. She wanted to transfer the children's clothes that she had not worn. "A couple of big bags. I can't finish them all at once." Wang Hong said, "before the wardrobe was basically my husband's clothes, but the children's clothes have become the protagonists in the past two years. My child is three years old and grows fast, so the clothes are much faster than our husband and wife. Plus some relatives and friends, some of the new clothes have not worn directly into "expired products." Wang Hongzheng, who is in line with the second child policy, is going to have a second child. "If you add a child, the wardrobe must not be able to jam children's clothes."

However, Wang Hong's troubles are becoming the gospel of Wu Min, a small clothing merchant, who has been engaged in children's clothing business since 2011. "In 2011, it would be a super business, though these two years were more and more children's wear, and business was reduced, but it was much better than before." Wu Min is very confident in this industry. "The first two days I visited a fast fashion brand H&M just started, and their children's clothing area was very conspicuous, even more than the women's clothing area. Obviously, big names are optimistic about this market.

Not just Wu Min, but reporters learned from the market and some clothing companies last week that there are more and more "awakening" clothing brands in our city, and try to extend their tentacles to children's clothing industry.

　　 How do I eat the last piece of cake?

Many people in the industry believe that children's wear is the last piece of cake that the whole garment industry will compete for after women's wear and men's wear. But how to eat this cake is different from different enterprises. Zhejiang bagpipe dress Co., Ltd. has been involved in children's wear industry since 2012. Chairman Feng Yiyue said that the development of bagpipes is already mature. In order to make the brand more diversified, we choose to make high-end children's clothing. In Feng Yiyue's view, she is still a new person in the field of children's wear. In the past two years, the operation of the brand is still groping, but the market reaction is pretty good. In the sales mode, she will change the traditional layout of department stores in the past, and will focus on the innovation of marketing mode in the economic environment of e-commerce and fans.

And other enterprises choose from the perspective of parent child dress, Wenzhou women's clothing leading enterprise Zhejiang snow song Clothing Co., Ltd. from the beginning of this year layout children's clothing. "Our children's clothing is a family centered concept, with women's clothing as the main line to extend to children's clothing, mainly to parents and children. Since the launch, the market reaction has been quite good. At present, there are 100 stores in the country. Xu Zhiyong, chairman of Zhejiang snow song Clothing Co., Ltd.

The same idea is also available. Restoring ancient ways And knight style popular Wenzhou local brand "D-HARRY" (Dilhali). "From the beginning of this year, we have also expanded the field of children's wear. Children's wear is the trend of the future. With the release of the second child policy, the demand for children's clothing will increase significantly. We developed paternity suits on the basis of women's wear. At present, our integration stores are arranged in parent child fashion. 20% of the shoppers will buy children's clothing at the same time, which means that mothers who are shopping will also show their children when they choose to buy them. Ye Jie, the head of the brand, said.

For intervention Children's wear industry Earlier enterprises considered integrated management. As a famous brand of children's clothing in Wenzhou, Zhejiang's children's clothing at three o'clock in this year has been integrating resources into children's clothing industry. Chairman Chen Zhonghuai said that this year he began to try the cooperation between brands, forming a single store's integrated store mode and realizing the sharing of resources and customers. Other children's products including children's clothing are integrated in the store. Children's shoes Glasses, schoolbags, toys, school supplies and so on, provide more choices for shoppers.

And the idea of a big money may be more ambitious. Like a listed company, Semir group chose to open up the whole industry chain of children.