Scrutinize Children'S Clothing Market Opportunities And Crises, How Much Joy And Sorrow?

China's children's wear Market: a turning point and crisis

Clothing enterprises blindly open up children's wear market is still competitive risk, after all, 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 of several major garment enterprises has proved from one aspect that children's wear has become a trend.

Focus of strategic layout.

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.

Careful consumers will find that more and more brands are reaching their children's clothing.

Whether it is ZARA, H&M, GAP and other fast fashion, or uncommon clothing brands, children's clothing occupies a large proportion in its shops.

Even Baby Dior, D & G baby, Armani Junior and other international brands have launched a series of children's clothing.

The involvement of children's clothing business has become the trend of fashion. However, there is no obvious difference between each brand in the age of children's clothing and the positioning of their product styles. 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 think that

The average gross margin 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.

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.

And others

Like the present situation of children's products, the terminal selling channels of domestic children's clothing are interlaced and complex. The most common department stores and shopping centers are also 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 is imminent.

Shopping centers are the mainstream of the future. Enterprises need to spend time doing research, and e-commerce will be repositioned.

The development of enterprises should regard the electricity supplier as a relationship platform between the brand and the 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 channel will not interfere with each other and become a difficult point for the development of enterprises. The contradiction between traditional sales channels and electronic business will not be solved, so it is hard for the brand to make greater breakthroughs.

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.

In the era of industry pformation and upgrading,

The business thinking is naturally inseparable 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 manufacturers often neglect the most critical product quality problems of children's clothing. After all, the recognition of consumers is based on the trust of products. Strict quality control 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.

The safety and comfort of children's products is the most favorite place in Jiangnan cloth children's clothing brand.

Children's clothing is also the brand has been implementing the idea.

The quality of children's clothing is always an important criterion for consumers to choose children's clothing. The essence of returning to the product is to start from the source, the quality of the fabric, the rationality of the design and the comfort of the edition.