People Rush To Eat American Style Children'S Clothes.

In recent years, after the crazily flowing into the O2O field, Smith Barney has focused on the growth of children's clothing this year.

The United States will open up its children's clothing brand ME&CITY kids (hereinafter referred to as "Mi Di") and Moomoo's full channel sales mode, and comprehensively promote the development of children's clothing business.

However, the children's clothing market is not an easy cake. Not only does Semir need to compete with the first flight, but also with fast fashion and a large number of foreign countries.

Can the United States win more opportunities from the children's clothing business?

Force children's wear

According to the National Bureau of statistics, the enterprises above Designated Size last year

Retail sales of commodities increased by 11.5% over the same period last year. The growth rate was 13.6 and 6.2 percentage points lower than that in 2011 and 2012 respectively, showing a three consecutive year slowdown, the lowest since 2003.

Despite the gloom of the industry as a whole, the children's wear market is getting better.

At present, the market segment of children's wear is growing at a stage of growth. With the peak of the 1980s and 1990s, the fourth baby boom began in 2012, providing a new incremental market for children's clothing business.

The "2012-2015 children's wear industry report" released by the National Bureau of statistics shows that the output value of children's clothing industry is up to 25%-30% per year. It is estimated that by 2015, the market volume of Chinese infant clothing, cotton and daily necessities will reach 227 billion 980 million yuan.

It is precisely aimed at this market opportunity, Semir has begun to enter the whole industry chain of children's wear, and the clothing giant, Mei bang, has not let this opportunity pass.

The US state's late 2013 annual report is planned.

Vision for development.

At present, MI Bang owns two brands of children's clothing, MI Xi Di and Moomoo, and has developed independent shops.

The United States and the United States plan to integrate the two brands into the full channel mode this year, and expand online brand integration stores, shopping centers, shopping malls and all kinds of franchise markets.

The head of the US bond told the Beijing Commercial Daily reporter that michdi positioned the "fine and fashionable little adults", and the all-around cooperation of the Golden Eagle cartoon TV was also launched. Moomoo's positioning was "children's fun and imagination". There were obvious differences between the two brand styles, and it also represented the new generation of parents' need to diversify their children's image.

At present, the children's wear brand performance is stable, the company will seize market opportunities this year, and vigorously promote the development of children's wear brands.

Unlike Semir, which uses M & A to expand and strengthen children's wear, the United States is mainly concentrating its efforts on children's clothing business online and offline.

The head of the US state said that the company had no plans to buy and sell at the present stage, and would concentrate on cultivating the existing brand and creating a high-quality consumption experience.

People rush to eat

Data show that, in the United States of America's autumn order meeting, MI Xidi orders increased by more than 100%, Moomoo children's wear increased by more than 200%.

Although this figure is very bright, there are many opponents in front of the United States.

Relying on children's clothing business, Semir last year became the biggest growth highlight in the annual performance report of the clothing sector.

Last year, Semir's children's clothing increased by 19.9%, and its income increased to 35%, and Maori contributed nearly 40%.

Semir chairman Qiu Guang and said that compared to China's 127 billion yuan children's clothing market size, the company's children's clothing development space is still very large, the target market share is more than 10%.

Children's clothing brings the industry to pick up strength, so that many brands began to cast their eyes.

Nowadays, not only are casual clothes, including Lining, Anta, 361 degrees and so on, a large number of sports brands are starting to rush to eat, and fast fashion ZARA, GAP, H&M and UNIQLO are also expanding the sales area of children's wear. Luxury brands such as Gucci, Dior, Fendi, Aramni, Burberry, BOSS and so on have also increased the children's market.

After women's wear and men's wear, children's wear became the last piece of cake that the entire garment industry was fighting for.

Although children's clothing market contains development opportunities, it is not a fruit that can be easily picked up.

Independent shoes and clothing commentator Ma Gang believes that restricted by category attributes, children's wear safety and inspection specifications also lead to children's clothing market has been in a state of mixed up.

A deep industry personage said that the standard of children's clothing is very high, and the country has strict rules for children's clothing.

The production technology and labor cost of children's clothing are also high.

Seize the high end

"Children's clothing is a hard nut to crack, and most clothing companies are reluctant to get involved in this area until the last resort."

A clothing brand official said.

Children's clothing safety testing process is more complicated than adults, and the cost is also very high.

It is understood that the cost of safety testing for children's clothing such as Li Ying Fang and Snoopy is more than 3 million yuan a year.

From the perspective of clothing profitability, children's clothing is at the bottom of women's clothing and men's clothing.

Although the difficulty is not small, but the clothing brand into children's clothing in the slightest.

However, at present, the competition pattern of children's wear market has not yet formed, and the market concentration is still relatively low.

In the domestic children's clothing brand, Semir's Barbara market share is relatively high, but from the design, quality, personality fashion, balbala positioning level is still in the middle and low end, the brand impression is too popular, the main battlefield is still hovering in the three or four line cities.

In the industry view, at present, there is not only lack of leading children's clothing brand in China, but also the vacancy in the development of high-end children's clothing.

In the industry view, the United States missed the best time to force children's clothing, in the middle and low end children's wear opportunities are relatively limited.

However, if we can position the high-end Michi Di to be solid, open the high-end market of children's clothing, in the field of children's clothing, the United States will own its own sky.