The South Pole Children'S Wear Begins To Cut Into The Two Or Three Line City.

Two years ago, the children's wear market began to be clear, and the demand for children's wear was increasing.

For brands, the price and gross profit of outgoing children's clothing are much higher than that of children's underwear.

It happens that the market of children's underwear has reached a relatively saturated state. The South Pole who has been wearing children's underwear for several years has planned to open up the market of children's clothing and enrich the brand children's wear line.

In 2015, the south pole made some pformation from children's underwear to children's clothing line, half of children's underwear products and the other half products.

Underwear products include household clothes, bra, pajamas and so on.

, Wei Yi, Wei trousers, etc.

As early as 2012, the South Pole had entered the children's clothing market. The market population was 0~16 years old children and adolescents, of whom 3~8 was the main age group.

Today, sales of children's clothing occupy 10~15% in the whole group's sales.

But at the very beginning, the Antarctic did not fully develop children's clothing category.

Underwear for children has always been the main product of the South Pole. Even now, though the brand has been expanded, sales of underwear are mainly sales.

Can the south pole with functional and weak design sense rely on the original underwear consumer groups to drive the sales of children's clothing category?

At the very beginning, the South Pole children's clothing covered the market in the first tier cities.

It turned out that the southern children's clothing is generally based on popular foundation, with strong functionality and relatively simple design.

"Our products basically conform to the positioning of ZARA and GAP, not very fashionable and personalized."

Shen Chenxi, deputy general manager of Antarctica, said.

In the face of the two or three tier city's consumer groups, the sales function is the main and the design is weak. The South American children's clothing can only take a higher price line to gather a loyal group of customers.

The price of the clothing for the south polar children's underwear is generally maintained at around 50 yuan, while the price of the thermal underwear is 80~100 yuan.

Take the road of cost-effective, but also the South's own research on the market.

"One reason is that

One of the major characteristics of children is that they grow very fast, so clothes are also very fast.

The market decides products, and mothers rarely choose the relatively high price of customized children's clothing. This also leads to many children's clothing brands generally choose low price, large production and marketing mode.

Since its establishment in 1997, Antarctica, a local brand, has been rooted in the local market for a long time.

Since the early days, the brand has made deep efforts in the local market under the offline retail terminal, but this mode has been gradually replaced because of rent, manpower and other reasons.

Today, Antarctica has set up an Antarctic electricity supplier, using distribution channels to build online marketing network, and in the form of brand authorization to rely on distributors to sell.

At present, the number of dealers on the line has reached 1000, and the business super system is the main line.

But in the face of products far, diverse styles

Dealers need different styles of products for different stores.

"We will achieve thousands of stores."

For example, maybe the goods in this supply chain are not suitable for the customers in this store, but they are suitable for another one. Then we will match the appropriate goods with the appropriate ones.

But the price system is the same.

Shen Chenxi revealed.

However, managing distributors is also a technological activity.

Many dealers lack the awareness of network marketing, and there will be many problems in store operation.

Antarctic electricity providers spy on this situation, undertake the operation and design of distributors, and docking between platforms.

In this way, the mode of e-commerce platform has increased the adhesion of dealers to a certain extent, and enhanced the relationship with distributors.