Children's Clothing Becomes A Hot Industry. How Should Enterprises Change To Seize The New Opportunities For Children's Clothing Development?

At present, there are more than 300 million children in China, and the number of newborns is growing by about 10 million per year. In October 30th, the long-awaited "comprehensive two child" policy was officially settled, with relevant statistics. The promulgation of this policy or our annual increase of about 8 million people.

Affected by this favorable policy, the industry is right. Children's wear The future development of the industry is expected to be very promising, and children's clothing has also become a hot industry for many enterprises to compete.

Along with the huge opportunities of children's wear market, JOJO LIU, chairman of Shenzhen long wear children's Clothing Co., Ltd. (Liu Chuanying) said that to seize this opportunity, the children's clothing industry needs a self transformation first.

　　 Industry needs to change

JOJO children's wear brand was founded in 2002, from the beginning of its creation, it insisted on black and white as the main tonal. This is very rare in the children's wear industry that adheres to the colorful creativity, and also lets JOJO jump out of the strange circle of homogenization.

Speaking of why brands choose black and white as the main color, JOJO LIU told reporters that this is related to the brand positioning of JOJO. "The purpose of JOJO brand is to create a fashion, personality and independent growth environment for children through clothing and clothing, cultivate children's ability to choose independently, and let parents give their choices to their children." In this regard, JOJO LIU believes that black and white as the purest color, best reflects JOJO's brand proposition. Insist on personality, let JOJO stand out from many children's clothing brands.

In the view of JOJO LIU, insisting on black and white colors makes JOJO brand characteristics very prominent. Although many children's clothes follow the trend of making black and white series, JOJO is definitely the "originator" of the black and white series in the local children's wear industry.

The unique brand personality makes JOJO ushered in the best era of its own development. The success of the black-and-white series has enabled JOJO to cooperate with many joining agents, and its shops are spreading rapidly across the country. This is also the fastest growing period for JOJO.

However, with the change of the economic situation at home and abroad and the transformation of the local consumer market, the whole garment industry has entered a period of slow growth, and the children's clothing industry is no exception. JOJO LIU said that compared with the recent rapid development, the development of JOJO in recent years has also been somewhat slow and stable. From the perspective of the development of the industry, the domestic children's clothing brand has come to the stage of "brand consumption", and both the brand positioning and the channel construction must be flexible.

　　 How to change children's clothing enterprises out of Drucker's development?

For transformation and transformation, every enterprise is seeking suitable ideas and practices. In the view of JOJO LIU, no matter what kind of reform method is adopted, the brand must first have its own personality.

JOJO, developed by brand personality, is well aware of its importance to brand. In this regard, JOJO LIU said that even in a market environment, JOJO should also adhere to the brand personality, which is also an important prerequisite for her to promote JOJO transformation.

At the same time, in the face of the changing new business environment, JOJO LIU believes that children's clothing enterprises must change the old path of extensive development.

JOJO LIU told reporters that she did not agree with the Drucker management model widely praised by Chinese enterprises.

"Drucker's management model is very popular in China, but the market has changed, and Drucker's methods are outdated." JOJO LIU told reporters that Drucker's standardized and meticulous management tools may help enterprises achieve some efficiency improvement in a short time, but this effect is very limited. "In China, such a large market, in all regions to implement a management mode, how can it work? In my view, the more standardized, the lower the efficiency of enterprises."

Indeed, in the era of personality consumption, everyone has their own consumption preferences, not to mention consumption differences among different regions. To achieve the goal of mobilizing the enthusiasm and creativity of the people at the core of users, JOJO The next step is to focus on management reform.

"In management reform, internal governance is very important. My next step is to plan to pass. Internet plus Mode, in order to mobilize the initiative of every employee, we should establish a spontaneous mechanism within the enterprise. JOJO LIU admitted to reporters that, like most enterprises, JOJO is also exploring for the construction of this fine management mode. "At present, I plan to grasp meticulous management from two aspects. On the one hand, we can achieve efficient management through Internet integration through resource integration; on the other hand, we should carry out innovative explorations in management, find a better way, and then promote it in the whole channel." In this regard, JOJO has begun to transform some channels. Including the redesign of the terminal shops with the Hongkong famous space design company, and strengthening the brand image of JOJO in the terminal. In November 2nd, the brand show during the China International Fashion Week, through the interaction with industry and consumers, strengthened the brand style and personality image of JOJO. "Next, we first through the deep refinement of brand culture, through our stores, stores to the terminal market to pass, improve the market awareness of JOJO, but also form an effective interaction with consumers." JOJO LIU said.

　　 Sticking to personality is the key.

Channel transformation is the focus of many garment enterprises in recent years. Many brand enterprises will take the right to join the franchise as an important means of intermediation. In this regard, JOJO LIU told reporters that she did not agree with the brand spin off franchisees this simple "one size fits all" approach, "now that you have chosen them, you have to be responsible for franchisees."

In the view of JOJO LIU, we should adopt a win-win way to mobilize the potential of franchisees, and the brand will have better performance in the channel.

"For the current market, the most important thing for the brand to achieve long-term development is to form an interactive mechanism with consumers so that consumers can become sticky to the brand." JOJO LIU believes that if we want to achieve these, we must take upstream users as the core and mobilize the sense of crisis of channel merchants.

Let every shop channel of an enterprise form an effective interaction mechanism with consumers, which is the real channel flat.

At the same time, to speed up the channel response speed and enhance the channel response efficiency by means of efficient management is also the focus of JOJO's channel reform in the future. In this regard, JOJO children's clothing is striving to promote its own channel transformation through means of Internet + resources integration.

With the advent of the era of personalized consumption and the liberalization of the "two child policy", JOJO LIU is catching up with the new opportunities of children's clothing development through a series of changes in brand management, which also makes the market full of expectations for the future development of JOJO. In the face of the new normal development stage of the industry, the transformation of the Chinese children's clothing industry and even the garment industry is based on these forces that dare to change.