How Does The "Two Child" Policy Fall To The Domestic Children'S Clothing Brand And How Can It Be Based On The Market?

With the landing of the national "two child" policy, the children's clothing market is ushering in a new spring, but in the current market sales situation, it is also far ahead of foreign or joint venture children's wear brands.

Therefore, it can be said that the domestic

Compared with these famous foreign products, they still lack market competitiveness.

The reasons are manifold.

There are price problems, such as the serious polarization of children's clothing market at present. There are also aspects of design, such as the lack of novelty in style, no children's psychology, and quality problems, such as the quality inspection of children's clothing frequently exposed in the current media.

But one important problem can not be ignored. Xiaoai believes that the market segmentation of domestic children's clothing is not enough.

This problem is reflected in many aspects, for example, some children's clothing brands are displayed in the shop display, casual clothes and dresses show on the same stage, people can't understand what their product style is; what's more, the brand design subdivision is not enough, from baby clothes, children's clothing to children's wear, children's clothing and big clothes.

They are all arranged.

This extensive production mode can not adapt to the fierce competition in today's market.

Therefore, the subdivision of children's clothing market is not enough, which is a major factor restricting the development of children's clothing industry in China.

1, children's clothing brand culture and image should be subdivided.

Brand culture is a source of brand vitality. It is a brand that can not lose itself in the changing fashion trend. It is also the place where the imagination of its product designers starts to start. The image of the brand conveys the brand culture directly to the outside world and consumers.

Therefore, the subdivision of brand "culture" and "image" is very important for enhancing the competitiveness of children's clothing brand.

In this regard, many brands are doing better.

Like the American "Snoopy", the brand image is very distinctive.

Its storefront is made up of bright bright red and pure white, and its colourful and bright costumes complement each other.

The "lazy" and cute image of the eye-catching puppy "Snoopy" can be seen everywhere, and the brand culture of "leisure" and "movement" has been publicized just now.

Thus, children's clothing brand "culture and image" to be subdivided, the key is to have their own characteristics, and in all aspects of products or sales to make the flavor of this feature enough.

2, children's clothing brand design should be subdivided.

As the saying goes, "design is the soul of brand children's clothing". The design subdivision of children's clothing brand is mainly to clearly design the objects to be served, and design the products that the target customers need and love.

Therefore, the designer must first clarify who the target customers are and what they need.

Some scholars call the current economic form "experience economy". Under this background, the design is "experience design", which requires the designer to understand the perceptual needs of the customers better, and to connect the clothing with the customer's life style, and to give full consideration to the environmental background of the customers.

Whether a designer can have a thorough understanding of the target customers and whether he can place himself in the interests of the customers is the prerequisite for the success of his design.

3.

Subdivision

When it comes to price segmentation, we must mention that a common problem in the market of children's wear brands is the serious polarization of prices.

Children's wear in large shopping malls is of good quality, but both domestic and foreign, the price is relatively high.

Like Taiwan's "Li Ying Fang", a jacket costs about 200 yuan. Adidas's cheapest children's spring sports suit costs 480 yuan; the domestic brand "Ivy" and a white gauze skirt also need more than 300 yuan RMB.

Children's wear network can be said that the children's clothing brand clothing prices still make ordinary working-class consumers, discouraged.

Children's clothing sold by supermarkets and individual businesses is generally low, and sometimes even tens of dollars can buy a children's clothing, but the quality is not guaranteed.

This phenomenon shows that the price subdivision of children's clothing market is not enough.

China now has the largest number of middle-income consumers, and this part of the population is also the most potential consumer.

Therefore, the high-end children's clothing brands should consider the actual bearing capacity of these consumers when pricing.

And some children's clothing without brand, only want to attract consumers by cheap advantage, and sacrifice the quality of products is also difficult to grow and expand.

It can be seen that if we want to solve the polarization problem of children's clothing brand "price", we must further study the market, subdivide the price, and vigorously develop the children's wear brand products at the mid-range price, so as to meet the needs of children at all levels.

To do a good job in the market segmentation of children's clothing is undoubtedly a prerequisite for creating famous products.

Only by doing this work will we lay a solid foundation for the future development of children's wear brands in China.

I believe that as time goes on, our children's wear brands will grow up vigorously in the market competition.