The 31St Degree Financial Report Shows That Children'S Wear Has Been Sold Over 500 Million - How To Break Out Of The "Containment" Of Children'S Clothing?

The market is always full of drama.

In the past 10 years, the professional children's clothing enterprise, rabbit, has fallen down sadly and sideline.

The company is enjoying the sweetness of the fast growth of children's clothing.

The latest announcement was released in March 10th. In fiscal year 2014, children's clothing business revenue was 507 million 500 thousand yuan, an increase of 20.73% over the 420 million yuan in 2013, and the gross profit was 206 million 600 thousand yuan, up 25.45% over the same period last year.

The proportion of children's clothing sales accounted for 12.99% of the total revenue of the company, which was 1.26 percentage points higher than that of 11.73% in 2013.

Children's wear has become a new driving force for the overall performance improvement.

When the overall children's wear market continues to improve, how many hot companies are listed on the children's clothing business? Is there any competitive advantage for a group of professional children's clothing enterprises in the face of the fierce competition of "strong enemy waiting around" and "group by child"? What is their future development space? Especially for those entrepreneurial children's clothing enterprises who still want to get a share in the market, are there any opportunities for them? If so, where are their possible market breakthroughs?

Phenomenon nearly 20 listed companies "get together" to seize the children's clothing market.

There is no dispute that children's clothing industry has become one of the few blue ocean markets in the clothing industry.

Data show that in 2015, China's infant clothing and daily necessities market capacity will reach 227 billion 980 million yuan, and the global children's wear market will reach 200 billion dollars.

From the international market, Karl Lagerfeld, the old Buddha, recently announced that he would enter the children's clothing industry.

Boboli, Dior, Dolce Gabana, H&M, ZARA and a number of international brands have launched their children's clothing series in recent years.

From the domestic market, Semir clothing continues to overweight children's clothing market in the past two years. In Barbara, it has settled firmly on the "first chair" of the domestic children's clothing market, and has launched Minibalabala, dream brand, acting as the high-end brand of children's clothing in Italy, and spent 100 million yuan on 2014 to acquire 70% stake in Shanghai's children's education institution, Shanghai.

In fact, Semir clothing has shifted its strategic focus from casual wear business to children's clothing field. "Actively implementing multi brand strategy, and further extending to children's education, culture and entertainment, creating children's career clusters."

The same brand for leisure wear, the United States also has a new professional clothing brand moomoo.

According to the financial data, BARBALA children's clothing sales revenue reached 2 billion 535 million yuan in 2013, an increase of 19.9% over the same period last year. As of the end of 2013, 3471 Barbara stores were ranked first in China's children's wear industry.

In the first half of 2014, when the sales of casual wear business decreased by 4.35% compared to the same period last year, the sales of children's clothing business increased by 30.90% compared to the same period last year, and realized a revenue of 1 billion 172 million yuan, thus stimulating the overall revenue of the company to grow by 7.35% compared with the same period last year, which saved the decline of the overall performance.

Meanwhile, a number of famous sports brands such as Anta, Lining, XTEP, kappa and XTEP have expanded their pace to the children's clothing industry.

Women's clothing enterprises have also taken aim at this "fragrant pastry".

In September 2014, the company announced the acquisition of Akabon, the largest clothing brand in Japan, and the brand of women's clothing such as La Natsu Bell, Jiangnan Buyi and lady's house.

In the men's clothing industry, there are also children's clothing brands under the seven wolves.

The latest revenue data show that in 2014, the revenue of the company's adult wear business was 3 billion 398 million 800 thousand yuan, an increase of 7.45% over the same period, and gross profit of 1 billion 390 million yuan, an increase of 11% over the same period last year.

It can be found that in 2014, the sales of children's clothing business increased by 13.28 percentage points, and the gross profit increased by 14.45 percentage points.

By the end of 2014, there were 2142 stores in children's clothing.

"After the explosive growth in recent years, the 31st degree children's clothing in 2014 is still growing steadily."

Thirty one degrees are stated in the annual report.

The company's performance has finally recovered from 3 consecutive years of decline. In this year, the business of children's wear is very important.

Anta's latest financial report also showed that by the end of 2014, the number of Anta children's products stores was 1228, representing an increase of 347 from 881 in 2013.

It is estimated that by the end of 2015, the number of children's products stores will increase to 1500 ~1600 homes.

In terms of research and development, since its alliance with NBA in October 2014, it has added "Anta - NBA" joint brand shoes and accessories into the children's clothing product mix. These joint brand products are designed with popular NBA team logo and are very popular among young basketball fans.

Anta said that the domestic children's wear market is still fragmented, and the scale of the brand will have more advantages than the immature new participants.

According to incomplete statistics from reporters, nearly 20 domestic listed companies have expanded their pace to children's clothing market.

This is the current situation of children's wear market.

It can be found that with the strong financial strength of the listed companies and the high popularity of the main brand, these brands can quickly form a "high beating" situation once they are involved in the children's clothing market. Sales performance has soared year after year, and the number of shops has increased to one thousand or two thousand rapidly, and sales have rapidly rushed to hundreds of millions of yuan.

This sharp impact will undoubtedly cause great competition pressure to a large number of professional children's clothing enterprises, and some small businesses even face life and death, and are on the verge of bankruptcy.

Recently, Liu Yang, a famous designer in China, has been a typical portrayal of the design of the rabbit logo, which is designed to be black and white.

All along, the number of professional children's wear enterprises in China is large, but the scale of individual enterprises is relatively small.

According to incomplete statistics, there are about more than 40 thousand children's clothing enterprises in China, but most of them are small and medium-sized enterprises.

Some of the well-known brands have also had strong competitiveness in the regional market. For example, paramount and water children are strong in regional competitiveness in Beijing and North China, and brands such as pig, banner and ANN are more influential in Guangzhou, Shenzhen, Southern China and central China.

If it is not for the big brands to "catch up and intercept", the children's clothing enterprises of different sizes will live their own "little days" with their own frequency and trajectory.

However, it is clear that the capital is profit driven, and a tempting "meat and potatoes" is put there, and other big business enterprises are not moved.

The intervention of these powerful forces is like a "big freighter" sailing, so that a large number of small and medium-sized children's clothing enterprises that belong to the "small sampan" and the ability to resist risks are strongly collided, and the results can be imagined.

For such a big brand competition and pressure, Beijing parkland children's clothing and apparel Co., Ltd. president Luo Jie fan deep feeling: "in recent years, adult clothing and other categories of enterprises have extended to children's clothing, the number is alarming, has become a trend, which makes the current children's clothing market competition is much more intense than before.

The popularity of these big brands in the national market is much larger than that of children's wear brands. They bring unprecedented pressure to children's clothing enterprises.

Countermeasures for professional children's clothing enterprises to break through the 5 path

In recent years, a group of professional children's wear brands have been trying to seek breakthroughs in many aspects to enhance their competitiveness.

Judging from the current situation, breakout ideas can be roughly divided into 5 categories.

Path 1: new push or proxy brand abroad

Outside the main brand, some leading children's clothing enterprises have formed differentiated "multi brand" camps by pushing new brands or acting brand names of foreign children's clothing.

Parker Lane's multi brand route went earlier.

Since 2001, it has introduced the American fashion baby brand BabyMe and the refreshing leisure brand Coffee Beans.

Since then, Garfield (Garfield) has been introduced into the field of infant clothing.

Over the years, these brands have been recognized by the market.

In 2011, little pig pig launched the new "Peng library generation" and "love child horse" mainly for the two or three line market and the baby children's clothing market.

In addition, the Beijing Carmen Fashion Co., Ltd., which was introduced by water boy, also introduced the European and American brand Hush Puppies (Xia Bushi) in 2013.

Hush's main leisure and fashion style is mainly located in high-end shopping malls. There is a certain difference in product style and channel positioning between the main brand and the water boy.

Through these positioning, style, channel distribution of differentiated new brands, these children's clothing enterprises want to cover the children's clothing market as wide as possible, enhance the overall competitiveness of enterprises, and expand the market share.

Path 2: get the brand authorization of the big suit.

The second way of thinking is to carry out strategic cooperation with large enterprises, which will enable them to carry out brand authorization, collect a certain amount of royalties per year, and launch the brand of children's clothing with the same name as large enterprises.

The main mode of pushing this pattern is paramount.

In June 2012, paramount announced the strategic cooperation with Kappa and launched Kappa Kids.

In August 2014, Parker Lane also collaborate with Pathfinder to launch the children's clothing of the "children's exclusive outdoor brand" orientation.

Under this mode of cooperation, both sides need what they need and have the characteristics of convenience and speed.

Large enterprises are authorized to give full play to their brand influence advantage. They receive a fixed brand authorization fee each year and do not participate in the sales division.

Parker and Lan Di play the "expertise" advantage of professional children's clothing company. They are fully responsible for every link of design, production, marketing, channel distribution and so on, expanding the scale of enterprises, enriching brand camps and brand style. They only need to pay a lot of brand usage fees to explorer and Kappa every year.

As a matter of fact, the earliest sports brand that worked with paramount was Lining.

In 2009, the two sides announced cooperation. In 2010, Lining Kids officially launched the market.

According to Luo Jiefan, at that time, Parker Lane paid Lining about 17 million yuan of royalties every year.

But there are risks in this mode.

In 2012, the collaboration between paramount and Lining ended.

In fact, at that time, the sales scale of Lining Kids has increased to about 200 million yuan, which has already had a great influence in the market, just following Adidas and Nike's children's clothing.

But in the past few years, Lining's sports industry has been losing money for many years. He is in hot water. The children's wear series is not improving. Instead, he is living on the 31st degree children's clothing and Anta children's wear.

For this reason, Mr Luo said that the two sides were of course a long-term cooperative attitude.

But if the brand is recovered, Parker will continue to choose strategic cooperation with other companies.

Path 3: open multi brand store

From the point of view of channels, for a long time, the sales channels of a group of professional children's wear enterprises are mainly based on the Department Store children's wear special counters, with an area of more than twenty or thirty square meters.

But in the fierce impact of the electricity supplier, department store sales personnel labor costs gradually high, big clothing brand children's wear product lines have built their own shop floor under multiple pressures, children's wear brand began to explore a new retail mode.

At present, some brand children's clothing enterprises begin to explore the establishment of multi brand collection shops, just like big enterprises.

For example, since March 2014, Parker lane has begun to expand the multi brand collection store for children's wear. The first collection shop has an area of about 100 square meters.