The Way Of Children'S Wear Brand In "Bear Child" Era

Compared with the traditional outsourcing mode, children's clothing O2O should grasp every link of the supply chain; a competitive O2O children's clothing brand, its whole background and the composition of the framework are generally: own factory + own brand + existing fixed line channel + new online e-commerce channel.

The modern family structure based on "4+2+1" has created a new type of culture dominated by children.

The influence and consumption power of these "bear children" create unlimited imagination for many industrial belts. Education, development, recreation, catering, photography and other formats are flourishing, and among the four demands of "food, clothing and shelter", children who are closest to children are ranked number one.

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The baby is the most expensive and the children's economy is in full bloom.

According to the statistics of the National Bureau of statistics, in 2005, the proportion of children aged 0~14 to 33% increased to 33% in the 123 tier cities nationwide, and the scale of children's consumption market in China exceeded 400 billion yuan in 2013.

In the consumer oriented format, the children's clothing industry has a sales scale of over 150 billion yuan, and the consumption group is as high as 200 million.

With the improvement of the consumption ability of our residents and the liberalization of the second child policy, it is estimated that the huge increase of the children's market will be released annually by the rate of 100-150 million people.

Because children's clothing market starts late in China, and the brand establishment time is short, the children's clothing market is in the initial stage of development.

The industry is now in the growth stage from low end to middle and high-end consumption, and the phenomenon that market is gradually concentrating on leading children's wear brands is taking place.

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In 2014, China's large children's clothing business went on sale. The front-line children's clothing brands such as Balabala, red and yellow blue, tick Tat and so on almost reached the whole line of e-commerce.

Many two or three line children's wear brands also show their heads in e-commerce platform.

Last year, double 11, "green box" as the first children's clothing sales volume exceeded 50 million yuan.

Run! Children's clothing brand's way out.

In order to adapt to the development of the market, a large number of children's wear brands including balbala, red and yellow blue, water boy, AKAKBB and so on began to test the water O2O.

Whether the development of products, or the layout of retail channels, or the precipitation of brands have certain advantages, so these children's clothing brands are relatively easy to develop O2O electricity supplier. At the beginning, the expansion of e-commerce channels can occupy the ranks of first line brand promotion in Tmall and other platforms.

For many traditional children's clothing brands, the third party business platform represented by Tmall has become the first step in the layout of O2O.

With the rapid development of Amoy brand, more and more competitors and rising stars also choose to enter Tmall, which has a great impact on the original brand.

The bottleneck of online development is that more and more children's clothing brands are looking for more outside opportunities.

Self built official mall has become the first choice for many children's clothing brands. Only by building its own online shopping mall can it get rid of the reliance of Tmall's three party platforms and precipitate its brand value.

Generally speaking, these children's clothing brands often accomplish the building of official B2C mall through 2 ways: first, build IT technical team from the technical research to the post operation, all of which are completed by the electronic business team. This is a high cost and more controllable way. Two, choose a professional third party electricity supplier service organization, with the help of this group of e-commerce service providers to complete the building of their own mall, which is a lighter and more labor-saving way.

Both ways have their advantages and disadvantages. Children's wear brands can be selected according to their financial strength.

How do children's clothing business do? Online and offline linkage is the key.

1. in-depth supply chain

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Compared with the traditional outsourcing mode, children's clothing O2O should grasp every link of the supply chain.

For the traditional brand of children's clothing, we should insist on independent development from the development of children's clothing products to design, production and sales, and even try to complete the procurement of raw materials and later process.

After all, the final competition of the electricity supplier lies in the supply chain. Therefore, a competitive O2O children's clothing brand is composed of its own factory and its own brand + fixed line and new line.

Channel.

Finally, it is the kingly way for children's clothing O2O to intervene in every core link and firmly control the supply chain from its source to the end.

2. differential operation

When homogenization becomes the biggest risk of children's clothing industry, how to differentiate into children's clothing O2O should be considered.

At this point, this requires children's clothing brands to think about how to break away from the dazzling brand melee and give consumers a refreshing feeling.

For example, in order to avoid fierce competition.

A single category melee, the domestic children's clothing brand, the representative of Lufthansa features children's experience business - the princess of Saudi Arabia experience Museum.

Here the child will become a princess, enjoying many services including playing the little Princess Party, body training, T stage show, jewelry DIY and so on.

This differentiated child service was launched enthusiastically, and soon the "Princess Birthday Party booking" became the core business of the company.

Tehran promises to be the most unique and unique birthday experience for every girl: choose your favorite dress, take part in the most sacred coronation ceremony, DIY birthday gift, exquisite T stage show fashion charm.

All these can be completed through the online booking platform built by the third party service kilometer net.

Through this business, the store of children's clothing is not only the sales center of products, but also the experience center of children's characteristic service.

Attracting a large number of children groups, at the same time, more complete O2O differentiated operation.

3. experiential services

For O2O, children's wear brand products need to be constantly expanded and extended with children's needs. Apart from children's clothing, children's shoes, jewelry, dolls and plush toys, a comprehensive, one-stop shopping, entertainment platform and network interactive business mode that covers girls' learning, entertainment and life will become the future of children's wear O2O.

Children's clothing brand wants to precipitate the real brand value, besides selling products successfully, it should also achieve the true meaning of selling brand and selling culture.

Let every parent feel that buying a loved child is not just a piece of clothing, it is to give the child a strong love and bring resonance beyond the product itself.

It is very difficult to achieve this. It requires consistency between online and offline experience, and the precision of late customer care.

But once this is achieved, consumers can create a relaxed online and offline experience, and the brand value will naturally be precipitated.