2014 Analysis Report: The Future Development Trend Of Chinese Baby Clothing

How to use the market environment, grasp the characteristics of the industry, clear the trend of consumption, and accurately locate the baby clothing brand is the key point to be discussed in this paper.

Market environment analysis

The "big" and "potential" of China's baby market is by no means an open mind.

According to the latest census data of the national census, 380 million of the 0-16 year olds in China account for about 0-3 of the total population 1/4.

There are 69 million children, accounting for about 1/5 of the total number of children in China.

Under such a huge infant population base, the experts also predicted that the number of infants and young children in the next few years will continue to increase, and even hope to usher in a new round of "baby boom".

Coupled with the gradual liberalization of the policy of the second child in various provinces and municipalities, it is clear that such predictions are expected to come true.

The huge base and the rapid growth of birth rate will undoubtedly greatly increase the demand for infant clothing market in China in the future, and constitute a well deserved "big" market.

In addition, according to the Atlas world trade report, China's baby clothing market has a total profit of 116 billion in fiscal year 2013, of which 2 billion 167 million sales of Baby Garments, men's and girls' children's wear, increased 7% compared with 2012.

According to the Nielsen Co reported on April 2014, with China's efforts to promote economic restructuring and reduce its dependence on investment, household consumption will increase significantly by 2020, and its share of China's gross domestic product will increase from 35% to 45%-50%, and per capita consumption will be far more than two times that of 2012.

However, the attention of our society and family to children has always been very high. It can be predicted that consumer spending on family baby products will increase year by year, and the market potential can not be underestimated.

Industry characteristics analysis

Like other baby products, infants and young children.

It is also an integral part of the whole baby industry.

However, compared with other categories, infants and young children's clothing products are more important in terms of their necessities or consumption.

From the basic habits and moral standards of human beings, clothing products can be regarded as survival necessities.

In a normal family, a child will have many different functions and styles in the same period; and with the growth and growth of children's body, the frequency of clothing replacement can be imagined, even without the upper limit.

However, other categories, such as trolley, safety seats or feeding products, are not consumed by the same or long-term consumption and replacement rate, and even because of personal consciousness and price, some kinds of products will not appear in most families, or most families have only a handful of them.

This fully shows that infant clothing industry has a solid foundation for development and unlimited room for development.

Huge market demand has attracted more industry participants.

Apart from many domestic and foreign brands that focus on infant clothing, some excellent adult clothing brands also smell the aroma of the cake of infants and young children.

They rely on their own clothing industry's experience advantage to penetrate into the baby market, exacerbating the intensity of competition.

At the same time, we should not overlook the other side. Because of the huge demand of consumers for baby clothes, we have nurtured a lot of cheap substandard products. They attached themselves to the super low price and mixed up in the industry. They compete for the market share with the excellent brands at home and abroad, disrupt the order of the industry, and bring the competition to the white hot stage.

Therefore, at present, although the brand of this category is many, but the dragon snake is mixed, the competition among the industry is more intense and complex.

Trend analysis of consumption

In recent years, 80 and 90 mothers have become the main purchasing power of children's clothing.

They are different from the previous generation. Most of them are single children. The family structure of 4+2+1 enables them to enjoy a better standard of living and education, and at the same time has a strong "enjoyment" concept compared with their parents.

Their consumption behavior and ideas have changed greatly than the previous generation. Most of them no longer pursue the traditional frugal conservative consumption concept, but tend to be more open and fashionable consumption concept, with distinct characteristics of self consumption consciousness.

These changes will gradually change the consumption structure and consumption habits of Chinese society.

Therefore, the new generation of consumers gradually began to focus on the safety and fashion of products. At the same time, it also meant that the single function was no longer dominating their purchasing decisions.

At the same time, according to the previous analysis, with the increase of household consumption level, cheap products and cottage products that attract customers' eyeballs only by cheap prices have obviously been weak. Consumers will be more interested in quality assurance of high-end products.

Such consumption trends will force some low-grade and cottage brands to pform their products and reshape their brand positioning, otherwise they will eventually be eliminated.

Based on such a market environment, industry characteristics and consumption trends, what kind of brand positioning is needed in the Chinese market? How should the brand of baby clothing be accurately positioned?

Quality positioning

Quality positioning is the main measure of products.

Products are the core of a brand. If a product is guaranteed without quality, other brand advantages will not be mentioned, especially for infants and young children's clothing products directly touching the baby's skin.

Infants and young children are vulnerable groups who need special protection in all aspects. They are physically weak, sensitive and delicate skin, and the quality requirements of clothing used in material selection and printing and dyeing are more stringent than adults.

Parents who buy products usually choose natural, environmentally friendly harmless fabrics to better protect their children's healthy growth.

Therefore, high quality product positioning is the first requirement for the product to remain invincible.

At present, there are still a large number of cheap and low-quality products coming out in the Chinese market, and there is a fixed sales market, which is mostly caused by some consumers' safety awareness.

Such a brand is not only harmful to the growth of the baby's body, but also does not benefit the development of the industry. The benefits of cheap products are essentially short-term profits.

Therefore, in the long run, for the overall situation, the baby clothing brand should take this as the primary consideration when looking for brand positioning, and strive for further development of the brand.

Functional orientation

For adult clothing products, people often pay more attention to their aesthetic function. Whether a garment or a pair of shoes match their own body and skin color is usually the starting point of choosing adult clothing.

However, for the babies, the infant stage is the most critical period for their physical development and growth.

At this point, whether infant clothing has the function of protecting and helping children grow is very important for brand positioning.

However, this does not mean that an infant clothing should have all the auxiliary functions to match the growth of infants and young children. This is impossible.

The growth of children is the most complex and changeable in infants and young children. Each stage presents new features of infant growth and development.

For example, 1-3 months of baby, the baby's body temperature regulation function is not perfect, the resistance is also poor, the chest and abdomen just started to develop; after 4 months, the baby's body movements gradually increase, can move freely in the bed: 7-9 months old baby is very active, in learning to walk and climb the stage, sweating easily and so on.

Therefore, it is difficult for a garment to cover all the functions that meet the growth needs of children.

According to the market survey, in the domestic baby clothing market, the products can be classified into two categories according to their functions: underwear and coat.

Underwear generally includes: body clothing, boy shorts, girls' underwear, vest underwear, short sleeves or long sleeved head underwear, cotton trousers, and so on, of which baby pants are mainly crotch.

Generally include: baby clothes, blouses, bib, underwear, cotton trousers, sleeping bags, cloaks and so on.

Each of the above categories has different functions to meet the growth needs of infants and young children.

Such as blouse and bib can prevent baby's eye fluid from contamination with food. It has the function of sanitation and cleanliness: it is convenient to wear clothes and trousers; sleeping bags and cloaks can keep warm and change diapers easily.

This requires that the brand should find its own functional orientation in the early stage of its establishment, that is, the main function or type to be provided, and the functional orientation must be based on the position of meeting the needs of consumers, so that the brand can be impressed with the consumers' hearts and get a favorable position eventually.

Image positioning

Fashion image positioning is taking the market place by breaking the trend.

The rise of popular and fashionable images mainly stems from two factors: first, the pformation of the mainstream consumer groups of the new generation. -80 and post-90s young parents have broad thinking and have their own opinions and pursuits for fashion and fashion. So they are willing to extend their fashion appeal to Bao Bao's clothing selection, so as to show their personal taste.

On the other hand, in recent years, more and more adult clothing brands are involved in the baby clothing industry. High-end brands such as Armani and Gucci are listed here. The high-end brands Nike and Adi are countless, which virtually inject the fashionable elements in the adult clothing into the baby clothing market, and make it rapidly popular among the people with the popularity of the former.

Crowd positioning

When a brand is established, the most important thing for a company to consider is whether the product is to be sold to anyone.

Obviously, if the main body of the product purchase is a niche high-end brand, then the brand will naturally enter the high-end ranks. Similarly, if the main body of the product purchase is the popular public, the brand positioning will follow.

It can be seen that the accurate choice of crowd positioning determines the macro orientation of brand positioning.

After selecting the crowd location, we can analyze the life style, consumption characteristics, economic ability and age level of the target customers, and then expand the product research and development and brand establishment.

There are many grounds for crowd positioning, which can be done in terms of location, age and income.

In the Yu Yingtong market, because the main body of the consumer group is the parents of the younger generation, the advantage of age positioning becomes less obvious. Compared with the same age, the consumption differences caused by geographical differences, income differences and cultural differences are relatively prominent. Businesses can take this as a starting point to find suitable target groups.

Price positioning

In terms of infant clothing market, an obvious phenomenon is: there is no such thing as "quality and low price".

From a consumer's point of view.

Even if their own consumption ability is not very high, but still for children to pick high priced, or even more famous brand clothing products.

Because Chinese consumers generally believe in the guarantee of brands, and believe in the principle of "one cent, one share of goods".

Therefore, low price is difficult to develop at present, especially in the future domestic baby clothing market.

Nature.

Pricing is in the middle and high grade, consumers can accept and buy.

In addition to considering the characteristics of consumers, price positioning is mainly aimed at competitors.

There are mainly three kinds of price positioning in modern enterprises: high price positioning, low price positioning and medium price positioning.

Generally speaking, low price should be adopted to expand market share. High quality and famous high-end brands should be priced at high prices.

However, as mentioned above, for children's clothing products, only in good quality.

Consumers will make price comparisons. It is absolutely undesirable to expect to win in the fierce competition only by low prices.

Building a brand in the huge Chinese market is both easy and difficult.

China's infant and young children's clothing market has many demands and huge capacity, and it has a strong tolerance for all kinds of brands. But at the same time, many brands are gathered to form fierce competition.