Breakthrough Path For Professional Children'S Clothing Enterprises

A group of Majors

Over the past few years, efforts have been made to seek breakthroughs in many aspects and enhance the competitiveness of enterprises.

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, the new "Peng library generation" and "Ai Er Ma Ma" were newly launched, mainly targeting the two or three line market and the infant children's clothing market.

The Beijing Jia men Clothing Co., Ltd. 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 and open like big clothes 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. The store brings together its own brands and cooperative Pathfinder children's clothing and Kappa Kids.

Path 4: sprint IPO, trying to land in capital market

Although the current business model has begun to put forward the concept of "small and beautiful", to a large extent, "small" means weak strength and poor ability to resist risks.

The development and growth of enterprises undoubtedly need capital support, but obviously, capital is the short board of most small and medium-sized children's clothing enterprises.

In order to break through, in 2014, about 1500 shops of pigs and pigs rushed to A share IPO to seek listing.

Unfortunately, the piglet was finally terminated and was temporarily out of touch with the capital market.

But this is undoubtedly a sign. Next, there will be more professional children's clothing enterprises sprint IPO.

Path 5: electricity supplier, mobile Internet or entrepreneurial breakthrough.

Compared with the famous children's clothing brands such as paramount and small pig, the children's clothing industry in China is more and more small and medium sized, entrepreneurial children's clothing enterprises that go through wholesale market distribution channels and are still in the "trademark" era.

Take Huzhou Zhili, known as "China's children's wear town" as an example, there are about more than 6500 local children's clothing enterprises, which occupy about 24% of the National Children's wear market, but the products are mainly medium and low grade, mainly through the wholesale market.

Although there has been a "brand of sesame open" in recent years, it has done a good job in brand pformation, but most enterprises still remain at the low and middle level.

In Fujian, Guangzhou and other places, there are a large number of children's clothing enterprises based on foundry.

For such enterprises, the brand advantages under the line are not outstanding, or even not yet formed. They also encounter the fierce competition of large garment enterprises and electric business enterprises, squeezing children's clothing market, and making it difficult for them to survive.

As a result, some of them are taking the opportunity to seize the new development opportunities in the field of electricity supplier and mobile Internet, and actively pform them to seek breakthroughs.

Fujian Quanzhou No. 8 bear children's clothing, which has been pformed by foreign trade and foundry enterprises, began to try "CF partnership" mode this year.

The mode is a joint sales promotion mode composed of 4 steps: COMMUNITY (She Qun) - crowdsourcing / crowdsourcing / Public Innovation - FANS (fans / customers) - FACTORY (factory), which is formed by partnership system. It is a joint marketing promotion mode of She Qun.

It is different from traditional shoes and clothing ladder proxy system. It is also different from the current centralized Taobao PC traditional electricity supplier mode and store business as the main channel. It is a decentralized joint operation system, which can be understood as a fast collection and feedback channel of information demand, a crowd raising and personalized customization channel, and a more sophisticated product produced by the community to meet the needs of consumers.

Huang Xiaosheng, general manager of No. 8 bear children's wear, pointed out: "if the traditional clothing brand is called" dry ", CF joint venture can be called" reverse ".

In the mobile Internet era, the new marketing magic has changed into: brand reversion, flat channel, community communication, fans economy, happy marketing, personalized customization, instead of the previous price war, Pyramid channel construction and advertising bombing.

This brings us new opportunities for such enterprises. "

Huang Xiaosheng further pointed out that the franchise system is a business model that he persisted in developing ERP system for 5 years as a support, personally participated in various community and crowd raising activities, combined with the situation of his own enterprises, and complied with the development of new technology trends, hoping to explore a new path for breakout of entrepreneurial children enterprises.