Seize The Market Of Children'S Wear, Intensify Competition, And Integrate Channels Into Key Issues.

The so-called blue ocean is only relative to the Red Sea. Clothing enterprise Blindly opening up children's clothing market is still competitive risk. After all, the blue ocean can also carry a limited number of ships, and children's clothing market will be constrained by the balance of supply and demand. Clothing brands must carefully analyze the current hot market and take a cool look at the hidden problems behind it.

The phenomenon of big hand purchase by several major garment enterprises shows that children's clothing has become the focus of the strategic layout of garment enterprises. This is not only a turning point in the market, but also a crisis of competition for enterprises that consistently run children's wear brands.

Seize children's wear market competition intensified

Careful consumers will find that more and more brands are reaching their children's clothing. Whether or not ZARA H&M, GAP and other fast fashion are still uncommon clothing brands. Children's clothing occupies a large proportion in their shops. Even Baby Dior, D&Gbaby, Armani Junior and other international brands have launched a series of children's clothing.

Set foot in Children's wear Business has become the trend of fashion, but there is no obvious difference between each brand in the age of children's clothing and the positioning of the product style. Most children's wear design mainly extends the style of the original adult wear.

Compared with adult clothing, children's clothing has higher profits and product lines are longer. Clothing from 0 to 10 years old and even 10 years old is all in the category of children's clothing. Some people even believe that the average gross profit margin of children's clothing industry can be 60%, and the gross margin of some international children's wear brands can reach 200% or even 300%. Under the temptation of strong market demand and huge profits, children's wear market has become the key target of brand development.

In 2014, Semir apparel purchased 70% stake in Yu Han group (Shanghai) Information Technology Co. Ltd. This acquisition allows Semir to move closer to the comprehensive service of children's clothing business. The United States has opened up its children's clothing brand ME&CITY kids (short for "Mi Di") and Moomoo's full channel sales mode, and comprehensively promotes the development of children's wear business. Women's clothing brand in 2014 also acquired the largest baby clothing product brand akakon, Korea, which was founded in 1979 and occupies the first place in the Korean infant clothing market.

, President of Parker blue children clothing and Accessories Co., Ltd., said that children's clothing is considered to be a blue ocean. All brands do not want to let go of a rare opportunity to seize the market. However, there is still a certain limit in the market for children's clothing. In fact, we need to face greater market competition for brands that have long focused on children's clothing market.

Market analysts believe that many brands of children's wear market also make the differentiation of consumers serious. The high-end high-end clothing brands include Disney, Nike and Adidas's children's clothing brand, and domestic Semir and other high-end brand positioning. In the low-end brand, the price is lower, the market competition is more intense, the brand is more chaotic, the enterprise's competition strategy basically controls the cost and the main price war.

From this point of view, the so-called children's wear blue sea is relatively speaking, clothing enterprises blindly open children's clothing market is still competitive risk. After all, the blue ocean can also carry a limited number of ships, and children's clothing market will be constrained by the balance of supply and demand.

Channel confusion into key issues

Like other clothing categories, the domestic children's clothing sales channels are interlaced and complex, and the most common department stores and shopping centers are new ways of "one-stop shop" and brand integration store.

However, a variety of sales channels have a certain impact on the development of enterprises. On the one hand, brand development often ignores brand positioning and affects product sales; on the other hand, too many channels are likely to cause consumers' confusion about brand. The channel change of children's wear market is imminent.

Xu Bo, general manager of Zhejiang Semir apparel Limited by Share Ltd director and Barbara Business Department, has said that shopping centers are the mainstream of the future. Enterprises need to spend time doing research, and e-commerce will be repositioned.

He believes that the development of enterprises should regard the electricity supplier as a platform for the relationship between the brand and consumers, and not be absolutely superstitious about the role of the electricity supplier.

Even in today's hot market for children's clothing, adjustment of channels is still a key issue. Whether online or offline, the channels do not interfere with each other and become a difficult point for the development of enterprises. Chen Xiaoxia, a senior researcher at Parkson Research Institute, said that the contradiction between the traditional sales channels and the electricity supplier is not solved, so it is difficult for the brand to have a bigger breakthrough.

Jin Jin, director of the brand marketing department of Hangzhou Jiangnan Buyi Clothing Co., Ltd., said that how to better excavate children's clothing is a problem that enterprises need to think about. Enterprises that blindly enter children's clothing are vulnerable to the problem of brand positioning and confusion of sales channels. Enterprises treat the electricity supplier and the entity differently, but as the terminal sales channel, they must satisfy the brand positioning and sales status. If the enterprises only look at the advantages of the electricity supplier channel to clean up the inventory, and neglect the later stage maintenance work, the high cost investment will also make the enterprise unable to bear the burden. The rational layout and application of online and offline channel relationship becomes a problem that enterprises must consider.

　　 Quality for rational development must always be.

In the era of industry transformation and upgrading, children's clothing business ideas naturally can not be separated from innovative thinking. Under the tide of the Internet, the innovative mode of business and O2O has become a topic of discussion and concern by businessmen. At this point, brand operators often neglect the most critical product quality problem of children's clothing, after all, consumers' recognition of brand is based on the trust of products. Luo Jie Fan said, strictly controlling the quality of children's clothing is the first step in brand development. We should focus on product research and development, strictly control product quality, and produce children's clothing according to the needs of children of different age groups.

For example, he pointed out that many children's clothing brands only focus on the bright appearance and unique design, but neglect the fabric and color of children's body growth. Because of the immature skin of children, some hard materials and accessories are not suitable for children's clothing. In addition, the design of clothing necklines and cuffs is also the key point for children to dress comfortably. The materials and tailoring of these parts are particularly important.

Jin Jin also expressed the same view that the safety and comfort of children's products is the most favorite place in Jiangnan's children's clothing brand, and the design of children's clothing with natural and comfortable fabrics is also the idea that the brand has been carrying out.

In the process of consumer visits, it is also found that the quality of children's wear is always an important criterion for consumers to choose children's clothing. A young mother said: "nowadays children's clothing brands are various. I choose to buy them with a safe and comfortable choice. It's not necessarily the most expensive but the best. It's the best way to meet the needs of children's safety." She added.

To return to the essence of products is to start from the source, the quality of fabrics, the rationality of design, and the comfort of the edition. These are the places that enterprises need to focus on. Clothing enterprises need to face the hot market of children's clothing rationally and grasp the path of brand development from the source.