Children's Clothing Market Independent Brand Wants To Challenge Foreign Brands

Recently, domestic clothing The listed company has announced that it will invest in aka, an infant clothing and supplies company in South Korea, to enter the infant clothing market.

According to industry analysis, the declining birth rate in Korea has led to a shrinking market for infant products. From aka state in Korea has a 16% market share, the development of Korea's infant products market is more mature than domestic, while the domestic first children's clothing brand balbala market share is only 3%, and the baby market is at a more early stage. Therefore, the development of children's wear market in China is larger, and the relaxation of the second child policy also opens up space for the infant products market.

In fact, it is precisely because of the huge market space and the eagerly anticipation of favorable policies. Children's wear market It has become the "big cake" of domestic and foreign garment enterprises scrambling for grabbing in recent years.

The new brand structure is emerging.

At the recent China International Children's Health Products Fair held in Beijing recently, Zhang Li, vice president of China Textile Industry Federation, pointed out that although our children's clothing has entered a period of rapid growth, Children's clothing enterprises Generally speaking, the market share and competitiveness of individual brands are limited. At the same time, the change of consumption demand leads to increasingly complex competition components. Competition pressure has increased the depth of children's clothing market segmentation, reducing the market space of a single brand.

In this context, children's clothing enterprises actively carry out multi brand operation, and carry out business through various forms such as agency, investment, acquisition and merger, thus improving the coverage of target market, richer product categories and more distinct brand levels.

The market demand has shifted from the practicality of meeting the basic needs in the past to the pursuit of beautiful fashion, especially after 80 and 90 parents become the main force of children's clothing consumption. They have strong purchasing power, high brand awareness and new consumption concept. Brand of children's wear The transformation of marketing mode, health, fashion and happiness has become the pursuit of children's clothing brand. Many marketing modes such as online marketing, animation and cartoon marketing, public welfare activity marketing and multi brand combination marketing are rapidly emerging. Many children's clothing enterprises create high value-added products with cultural connotations and unique personalities through joint creation of cartoon images, and realize the deep integration of animation industry and children's clothing industry with the help of animation industry, so as to enhance the market competitiveness and reputation of the brand. While focusing on quality, enterprises also incorporate the concept of low carbon and promote green marketing. Children's wear More environmentally friendly, safe and healthy, its market effect is also gradually emerging.

With the rapid development of the market, domestic and foreign brands are accelerating the layout. Adidas, Nike, Zara, H&M, Gap, UNIQLO and other brands and luxury brand Dior have introduced their children's clothing brand into the Chinese market. Meanwhile, domestic brands Semir, Jiangnan Buyi, red dragonfly, Taiping bird, 331 degrees, seven wolves, Bosideng and so on have gradually infiltrated into this field. It can be predicted that with the entry of many enterprises, children's wear brands will form a echelon model from various aspects such as region, grade, style and type. The first tier market will be dominated by foreign high-end brands and local brands with strong domestic competitiveness and strong competitiveness, while foreign brands will be broken in the first line market. The two or three line market will be dominated by unique and certain mass brands, and the wholesale market will have a brand of good quality and brand image.

External competition intensifies

At present, our country Brand of children's wear Faced with many challenges. Generally speaking, China's textile brand competitiveness is not strong, especially the lack of strong brands comparable to international brands.

From the perspective of competition, international brands have speeded up the Chinese market. Foreign brands occupy the main market share of high-end clothing in China. For example, Adidas and Nike entered the children's clothing market 10 years ago. Burberry, Gucci, Dior, Armani and other luxury brands also began to test the Chinese children's wear market. Many domestic brands can only expand in the two or three tier cities, and are facing a series of problems such as homogenization. With the deepening of reform, the full liberalization of the market and the entry of foreign industrial capital, the localization of international brands has intensified.

The domestic market environment is not satisfactory. The weak consumer market and high circulation cost become a common problem faced by the brand. Due to the decline of terminal profit level, the speed of channel expansion is slowing down, and the business environment also has a constraint on building independent brands. textile The situation that the brand is facing difficulties in entering stores and entering stores has not changed. In order to improve the quality of shopping centers, shopping centres are willing to enter fake foreign brands, and even allow independent brands to register foreign trademarks to attract consumers.

In addition, financing difficulties, expensive financing and heavy tax burden also affect R & D investment.

Brand awareness needs to be strengthened.

Zhang Li pointed out that children's clothing enterprises also have some problems themselves, which deserve attention and improvement.

First, corporate brand awareness is not strong. There are only 200 brands in the ten thousand children's wear enterprises, most of which are mainly processed and OEM, and their materials are rough, and survive by following suit and plagiarism.

Second, the lack of funds and talents, the shortage of funds restrict the input of hardware, the propaganda of brand, the construction of marketing network and the introduction of talents. The shortage of talents has fundamentally affected the innovation and development of brands, products and management, and restricted the in-depth excavation of products and restricted the internationalization of brands.

Third, not yet formed. Brand of children's wear The core competitiveness. It lacks original design and has its own unique style, but imitates the style and style of big suit.

Fourth, children's clothing brand pricing is getting higher and higher, consumers complain incessantly. Lack of consumption experience affects brand loyalty.

Fifth, the lack of brand building methods, especially the export transformation enterprises, reflects that the path to brand building is not clear.

Sixth, quality safety is still the weakness of children's clothing brand. For infant clothing, formaldehyde content, pH value exceeding standard, poor color fastness, and easy falling off of accessories. Children's clothing enterprises Attention must be paid to improving product quality.

Seventh, the product structure is not very reasonable. There are 360 million children under 16 years of age in China, but children under 6 years old are mostly wearing children's clothing, which is 7~16 years old, especially 13~16 years old. "The next 10 years will be the 10 year of the booming children's wear market in China, with an estimated annual growth rate of 20%~30%. Seizing market opportunities, vigorously developing brands, guiding enterprises to establish scientific brand awareness, and integrating brand building into the track of sustainable development are the realistic needs to promote the healthy development of children's clothing in China. brand Training is a systematic project which requires the concerted efforts of the government, associations and enterprises.