Why Is It So Easy To Be Listed In The South Of The South Of The Yangtze River? In Fact, All Children'S Clothing Brands Are Under The Banner.

Founded in 1994, Jiangnan Buyi group is one of the earliest brand representatives of local designers. At present, it owns women's clothing JNBY, high-end women's wear less, men's wear CROQUIS and

JNBY by JNBY four brands.

Li Lin, the founder of Jiangnan cloth dress, said in a media interview last year that there was little change in the women's clothing market, and the growth rate tended to be stable, far less than the rapid growth before 2011.

But in the overall economic fluctuation environment, children's clothing brand JNBY by JNBY still maintained a rapid growth momentum, on-line only two years, such as sales this year has broken through tens of millions of magnitude.

According to the data, in 2015, China's children's wear market has exceeded 170 billion yuan. After years of development, adult brands are beginning to hit the ceiling, and the children's clothing market with unlimited potential under the policy loosening has become the "meat and potatoes" in the eyes of the brand.

In the past two years, consumers, especially young consumers, are beginning to lean towards Yu Baobao's emphasis on fashion and personalized creation, which has created more opportunities for the development of fashion children's clothing industry, "said Tianzhu, who is responsible for the brand."

The bottom line of the parent brand

With the increase of birth rate after the opening of the two child policy, and the growth of the 80 and 90 percent of the Internet users, the income of the group is growing. The children's clothing market has become the object of many adult clothing brands, and the domestic children's wear market is showing a "melee" situation.

Balbala, as the leader in children's wear, is an important part of Semir's strategic layout. Apart from Barbara, Semir also launched Minibalabala and dream brand to represent the high-end children's clothing brand Sarabanda in Italy.

At the same time, a number of well-known sports brands such as Anta, Lining, 31st degree, XTEP and so on have also entered the Bureau. Jiangnan cloth dress is one of the brands that have already been arranged in the field of children's clothing very early, and has its unique advantages.

JNBY by JNBY, a brand of children's clothing in the south of the Yangtze River, has been online for two years before its official entry.

In 2011, the JNBY by JNBY children's wear series was first sold in the shop of Jiangnan cloth clothing to get first-hand data of the first-hand children's clothing market.

It has been revealed that at that time, Jiangnan cloth clothing spent a year in carrying out experiments, and sold children's clothing in more than 100 stores with annual sales of over 5 million yuan. The experimental results accelerated the progress of the brand's independent shop.

With the continuous layout of JNBY by JNBY's online distribution channels and the gradual opening of the consumer market, JNBY by JNBY officially entered Tmall in early May 2013.

The design of JNBY by JNBY also extends to a certain extent the style of the southern garment.

But in the face of different audiences, there is a big difference between children's wear and adult wear.

For example, in the adult world, objects are figurative, but in children's imagination space, these are abstract and not stereotyped. Therefore, from the design elements, JNBY by JNBY will start from the perspective of children in the design of dress, usually through the story of every season, bring children into the space of imagination, let it be free and play, hide emotion into the whole design relationship, and build a sense of belonging to children.

In addition, Tianzhu revealed that for designer brand, in pursuit of the trend, it is more based on the designer's design concept to promote to consumers, this fashion has certain foresight, and the present.

There is a process of integration rather than a deliberate cater for.

Children's clothing with a sense of design has been more and more popular among young parents in recent two years.

The main purchasing population of JNBY by JNBY is concentrated in 28~49 years old. The consumer group has a certain consumption power. Compared with the traditional consumption crowd, this group pays more attention to the freedom of life, hoping to create a free, imaginative, happy and real child year for their children, paying more attention to the current life status and pursuing the joy of life.

They are people who grow together with e-commerce, so they have a certain tendency to consume and prefer to pass.

Choosing the products that you need, the starting point of JNBY by JNBY is to meet the needs of this group of consumers. Due to the limited carrying capacity of a store on the line, the Internet platform provides relatively unlimited conditions for products. In the retail layout of JNBY by JNBY, the Internet is an indispensable part of its overall channel layout.

In the face of possible conflicts between online and offline, JNBY by JNBY chooses goods according to different consumption scenarios.

Although there is no difference in the retail market between online and offline, they are all retail formats, but there are certain differences from the point of view of consumption concern or starting point.

Tianzhu said: "consumers first contact with clothing under the line, then decide whether to buy it based on whether the baby is right behind the back. Online shopping is through browsing stimulus, and this point is varied."

Some people may be because of the design of clothes, some people because of price, and some even because of a copy, online purchasing factors are more complex, therefore, based on the different starting point of consumer purchase planning, to a certain extent, can also avoid contradictions.

Although the platform has cultivated a lot of cheap consumers in the past period of time, with the change of Tmall positioning in recent two years, consumers are slowly changing their consumption concept. At present, consumption patterns on the platform are changing.

It is understood that the jnby by JNBY online can even reach tens of thousands of passengers, and some loyal old members can also accumulate tens of thousands of customers.

However, this is also closely related to the cultivation of consumer loyalty.

First of all, the style of JNBY by JNBY is unique, and the number of similar competitors in the market is relatively small. Here, Tianzhu and the seller reporter stressed: "the small pursuit of the designer is not the small consumer market. The brand has one hundred thousand consumers, 1 years, 1 million yuan is small and beautiful, 1 years are 10 billion yuan, but the pursuit of their own ultimate business is also small and beautiful, which is relative"; secondly, JNBY by JNBY is making full efforts to open up online and offline members, and members of the group to get through the brand.

For example, gradually strengthening SNS, including the establishment of mother fans circle, the group's Micro mall has accumulated hundreds of thousands of new member data, enabling members to achieve cross brand, online and offline interests sharing through the port of micro mall; while for old customers and new customers, JNBY by JNBY touches new customers through shop promotion and marketing activities, sets up the division of membership levels, takes care of the old customers at special times, and gives special discount benefits.

In the face of the increasing number of children entering the children's clothing market, Tianzhu feels that this is a positive phenomenon. When the brand in the pool is more, the market will be continuously expanded. For example, the proportion of "consumer electronics" in the consumer market of the retail sector has increased from 3.3% in 2010 to 10.5% in 2014, and the market can be expanded continuously.

What JNBY by JNBY wants to do is to further open up the online and offline businesses, enhance the uniformity of goods and membership services, and explore a deeper direction for the current hot O2O.

The future of the electricity supplier is not only a sales channel, but also a marketing channel, a member service channel, and a channel to enhance brand competitiveness.

The traditional brand of Jiangnan cloth clothing has found a new increment market with children's clothing. This blue sea is pregnant with infinite possibilities.