Children'S Clothing Changing Channel Is Still The Key To Win The Competition.

Although the brand of children's wear is increasing, this does not prevent it from becoming the most potential industry.

The most relevant survey shows that, after benefiting from the changes in the consumption concept of the post-80s and 90s parents and the favorable factors such as the second child policy, the annual output growth rate of China's children's clothing industry can reach 25%~30%. By 2015, the size of the local children's clothing market will reach 140 billion yuan.

At the time of rapid growth, children's clothing industry also has many characteristics different from adults' clothing. At the same time, the competition between channels has become the key to the new round of children's wear.

Entity channel advantages do not decrease

With the rapid growth of consumer groups such as post-80s and post-90s, the market structure of local garment industry is constantly reshaping.

The new generation consumer group's enthusiasm for online shopping has pushed the electricity supplier market to another high point and has had a great impact on the entity channel.

But this is not obvious in children's clothing industry.

Although the children's clothing business market has maintained a rapid development trend, but in recent years, children's wear market sales situation, the offline channel is still the main selling clothing for children.

For this situation, a group of data from Bala Bara, the leading enterprise of children's wear, can explain the problem very well.

According to Barbara's announcement at the end of November last year, the group is expected to break through 6 billion yuan for children's clothing sales in 2014, of which online sales are only 500 million yuan.

Although the electricity supplier momentum is very strong, but from the local children's wear brand sales situation, the entity channel is still the main force.

The data cube of Alibaba's big data platform in July last year on the statistics of children's wear sales line, compared to the hot line sales, online children's clothing sales obviously lack of motivation.

For this reason, Cao Shengkui, the helm of the water boy brand, also expressed his views on the electricity supplier channel: "everyone in the electricity supplier has to do it, but we must do what we can."

We must make physical stores well, and products will be sold online.

I don't believe that e-commerce can beat the store. "

Taking Cao Shengkui as an example of his international brand, he said that the sales of the brand in the 1 days of Beijing Xingguang world can reach up to 100 thousand yuan.

In fact, from the perspective of the current pattern of local children's clothing, the majority of brand channel models are still dominated by franchising agents, and offline sales play an important supporting role in brand development.

Children's wear brands can resist online impact and are closely related to the properties of children's clothing.

A well-known children's wear industry experts told reporters that most of the price factors are different from online shopping. Children who buy children's clothing are mostly parents. They buy children's clothing more about the quality, safety and comfort of products, and in these areas, the advantages of offline shopping are far beyond the outlet line.

In this regard, Barbara, general manager of Xu Bo frankly, the domestic children's clothing line channels are indeed facing escalation, children's clothing brand in embracing the electricity supplier at the same time, we must see that the traditional stores also have a lot of space.

In recent years, balbala has been implementing the "mushroom shop" style in the entity channel channel, through the practice of big store mode, to enhance the customer's shopping experience and enhance the adhesion of the brand.

For a long time, the main problem of children's wear line is shop floor efficiency.

Faced with the increasingly high cost of channels, children's clothing channels will not disappear due to the impact of the electricity supplier. However, it will enlarge the advantages of traditional physical brands and excavate more potential, which has become the development requirement for children's clothing under the new situation.

In this regard, opening a one-stop living hall and children's paradise with strong sense of experience, service in place and convenient shopping has also become the trend of children's clothing brand pformation in recent years.

Upgrade experience

As a well-known local footwear chain store brand, BELLE, which has been well known for its channel operation, must also change its channel in the new market environment. While opening up the living hall and experiencing hall, BELLE will make an important direction of channel pformation.

From now on, BELLE's initiative has achieved initial success, which is evident in the channel operation of BELLE children's shoes.

"BELLE has a famous brand of children's shoes, such as Hush Puppies, Snoopy, Disney, Bobbi, Staccato and so on. We launched the kidsEden's children's wear life hall from the second half of last year, and put these brands together.

Liu Fang, general manager of BELLE, told reporters that although the operation of the collective store was only half a year ago, the franchised store had developed to 77.

KidsEden life hall not only solves the problem of single store flat effect of children's clothing brand, but also enhances customer's experience and convenience when shopping, so that BELLE's brand image can also play a good publicity role in the terminal market.

In this regard, BELLE will bring its high-end children's shoes brand Dole life hall to China costumes Expo 2015 (Autumn) this year. "We just want to show our latest audience to the professional audience from all over the country on the top exhibition platform in the country.

Image and image display can play a very good role in the promotion and promotion of that dole.

At the same time, we also want to communicate with our peers to understand and learn the latest trends in children's wear industry.

Liu Fang said.

In fact, this is also an important goal for most children's clothing enterprises to participate in CHIC.

Different other exhibition platforms.

The comprehensiveness of the category and the concentration of the brand make it have an unparalleled superiority in the flow of the professional audience.

Therefore, CHIC has been the trial stage and demonstration stage for many garment enterprises to display their latest creative costs. This is especially evident in the children's wear industry.

As the most popular channel mode, such as children's clothing store, experience Museum, children's Park, etc., in fact, in the past few years, the CHIC exhibition has already begun to show, such as balbala, Xiao rhino, Mamie Marka, Li Guo and other well-known children's wear brands have done such a channel exploration and innovation display on CHIC.

It is the influence of seeing the exhibition that love decides to show its latest channel upgrading results by participating in the CHIC2015 autumn exhibition.

Upgrading stores and improving shopping experience is a channel strategy that loved relatives has been pushing forward in recent years.

In this regard, the loving parents put forward the "five unification" (i.e. unified image, training, commodity, service and promotion) channel policy, pform the existing terminal shops, and pform the original shops in the form of loving mother and infant living hall. At CHIC2015 autumn exhibition, the love parent will show its latest terminal store image.

In the view of Chen Jinghong, chairman of Beijing Hua En investment Limited by Share Ltd, facing the current situation,

The "new normal" shows that enterprises must concentrate their efforts on the market environment of traditional chain retail, mobile Internet and O2O three wave, understand the market situation, and clarify their own channel planning.

"In the field of clothing, loving parents is still a recruits. In order to realize the pformation of love traditional children's clothing enterprises, loving relatives requires a good platform to communicate and learn from similar brands in the industry."

Chen Jinghong said, just like athletes want to take a look at the Olympic Games and learn a lesson, "gold medal is never an end. We hope to learn from the exhibition's advanced experience and get guidance and help from industry associations."