31St Degree: Brand Channel Innovation Brings Orders

The rapid growth of 331 degree performance is closely related to the implementation of the company's multi brand strategy.

Currently, the company owns 361 degrees, Innofashion brand and 360 degrees.

And other brands, covering different groups of people and different retail outlets.

In terms of market positioning, the 361 degree is aimed at the most common consumers; the brand casual fashion with European city street style is highly praised and sought after by the young group, while the 360 degree children's clothing is committed to integrating resources and pioneering and innovating, leading the domestic children's wear market.

After the overall downturn in the industry, the company's orders for the first time in two years in 2014 were recorded in the 2014 Winter order meeting held in mid April last year.

Coupled with the continuous growth in the same store sales in recent quarters, the company's 2015 orders for delivery data are strong.

At the same time, with the normal stock level in store, retail discount also narrowed.

According to introduction, the distributor did not return the goods last year because of the retail store.

Continued strong, stimulating distributors and retailers to increase orders, drive sales volume and wholesale price increase year by year.

Among them, the wholesale price of clothing and accessories increased by 8.2% and 26.4% respectively.

Achievements in growth are indispensable.

In the past few years, sports brand often operated in the mode of authorized distribution. The products were authorized by regional authorized agencies to distributors, then to the authorized retailers' stores and finally reached the consumers' hands, and the supply chain was lengthy.

By the end of 2014, there were 31 authorized distributors in the 31st group, directly managing and controlling about 3141 retailers, and 2014 authorized retailers jointly opened 1384 stores and closed 1364 stores.

"The development of the times has brought about all kinds of new changes. This requires enterprises to subvert the traditional mode of thinking and completely" mediate "according to the change of users' consumption patterns in the Internet age, shorten the intermediate links of the supply chain and reduce the operating costs.

The relevant person in charge said.

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At present, as a whole, the brand positioning of domestic children's clothing enterprises is mostly concentrated in the middle and big children, but little children or teenage clothes are involved. As for the price, most children's clothing brands are concentrated in the middle and high grade, while the luxury or high-end children's clothing is few.

According to the analysis of the industry, children's wear brands will be further broken down, and high-grade or even luxurious children's wear brands will emerge.

In 2011, Wenzhou clothing industry has launched 3 children's clothing brands, such as tinkling, jumping fish and Vero Wailo.

Unlike the "balbala", "red, yellow and blue" and so on, these new children's wear brands are eyeing the high-end market.

It is understood that Dai Chenghao, general manager of the former Tonlion company, raised tens of millions of yuan last year to fight for the children's wear market, and founded the Ningbo horse riding children's Articles Co., Ltd.. At present, the brand boy's children's clothing has been listed in the market. The brand positioning is relatively high-grade, and the most expensive set of children's wear will be sold to more than 2000 yuan.

When asked whether the high-end positioning is worried about being too high, "different people have different horizons."

Dai Chenghao said he was not worried about the effect of last year's market reaction.

At present, "horse riding" fashionable children's clothing has opened shop in more than 30 shopping malls and supermarkets in the country.

For a long time, infant clothing has not been classified as a separate category in the market, but generally appears as a part of children's clothing in shopping malls or mother infant stores, making ordinary consumers distinguish between children's clothing and infant clothing only on the size of the size.

However, infant clothing and children's clothing vary greatly from product characteristics, category diversity and production technology.

First of all, infant skin is tender and the immune system is not fully developed. The requirements for comfort and safety of clothing are much higher than that of children.

In addition, infants with soft bones, big head, short neck, and prominent abdomen do not possess or have the ability to wear clothes. Therefore, infant clothing must be taken into account in the style design.

According to the survey by Sullivan company, most of the clothing brands specially designed for infants and young children are imported brands, with only a few ethnic brands such as rabbi and Li Ying Fang.

Most of the other brands are children's clothing brands, which are made up of Chinese children and big children's clothing. Many of their infant clothing products are only children's size reduction, not real baby clothes.

The company's leaders also specifically reminded companies who want to sprint the "blue ocean" business, even if the market for children aged 0~3 years only needs further subdivision.

"0~3 years old infants and young children grow and develop rapidly. In 0~3 months, 3~6 months, 6~12 months and 12~18 months, their physiological characteristics and behavior habits are different. Therefore, infants and young children of different age groups have different needs for clothing styles, designs and fabrics.

The market needs to be further broken down and excavated.

In short, children's clothing classification will be more and more fine, adult clothing and children's clothing is also different, clothing brands want to succeed in the field of children's clothing, there are still some obstacles, want to successfully divide children's clothing this soup is not simple.

Many garment brands are involved in children's wear. Who can be the last winner and wait for the market to test?