Children'S Clothing Market "Hot Cakes" Detonating Hot Brands How To Meet The New Changes In Consumption?

The market is changing and complex. It is being tested.

The tension of brand reconstruction.

The blessing of many policy dividends appeared to be a sign of "explosion" in 2015. It is reported that the market volume of children's wear market has exceeded 170 billion yuan in 2015.

This huge potential "meat and potatoes" also explode hot spots at any time.

In recent 315 parties, the last two years are in the limelight.

It was the baby product that was named.

AQSIQ conducted quality checks on imports of children's products, including clothing and diapers, which were imported through cross-border electricity supplier in 2015. Among them, 133 children were selected for imported children's clothing, and 29 batches of unqualified products were detected. The products were mainly from South Korea, Turkey, the United States and so on.

Allo&lugh (a Lu and Lu), boys rock (juvenile rock) and other brands on the blacklist.

Changing the lens from gray to uneasiness, you may suddenly be struck by the "spring blossoms" suddenly like it.

In March 17th, at the fourth "China ten children's wear brand" awards ceremony, Barbara, green box, ANN, and Li Guo and other thirty brands won the fourth "China's ten largest children's wear brand" title.

It has really injected new impetus to the development of Chinese children's wear brands.

Obviously, regardless of the exploration of business models and channels or the pformation of the nature of products, the children's clothing market, which is in the limelight, is indeed more complex and changeable.

Brand fire

Based on brand positioning and new marketing environment, Balabala (Barbara), through diversified and personalized marketing methods, joined hands with consumers to open up brand new horizons.

According to the information released by Semir group, sales of its children's clothing brand balbala in 2015 has reached 7 billion yuan, and its stores have exceeded 4000, and children's clothing sales account for more than 32%.

The amazing achievement of Mini Peace in just 5 years is to make it stand out in the children's clothing industry.

As of December 31, 2015, Mini Peace children's wear retail sales in 2015 reached 490 million, an increase of 104% over the same period last year.

Network sales reached 40 million yuan, compared with 12 million 920 thousand yuan in 2014, an increase of 209.6% over the same period, and the number of stores nationwide reached 480.

In 2015, Anta, whose sales performance exceeded 10 billion yuan, will further adjust its brand positioning and further explore the two sports market segments of children's clothing and high-end outdoor.

At present, Anta has added Anta children and FILA KIDS children's line brand to meet more diversified consumption needs.

It is reported that by the end of 2016, Anta children's sporting goods store will open to 1700 to 1800, and FILA KIDS will also open to 650 to 700.

It is reported that since the establishment of the 361 degree children's brand in 2009, it has been profitable for 6 consecutive years. In 2015, it contributed more than 10% to the group's contribution.

"Amoy brand" also accelerated to sink into the children's clothing market.

At present, among the 28 brands of Han Du's house, children's clothing occupies 4, and sales share accounts for nearly 13% of the total. The initial language of the acquisition by Yin man also introduces the brand of children's wear, and opens the online store's two-line sales mode.

So far, children's wear market has basically formed the competition pattern of online brand, traditional brand and foreign brand three points.

However, market analysts believe that the brand of children's wear market also makes the differentiation of consumers serious. The positioning of high-end clothing brands is relatively high.

In the low-end brand, the price is lower, the market competition is more intense, the brand is more chaotic, the enterprise's competition strategy basically controls the cost and the main price war, and it is a bad policy for the long-term development of the enterprise.

Parker Lan Di president Luo Jie Fan said that children's clothing is considered to be a blue ocean, all brands do not want to let go of a rare opportunity to seize the market, but the market is still limited, but competition is more complex.

Channel competition and differentiation

Children's clothing sales channels include department store counters, brand stores, large supermarkets, maternal and child supplies stores, network sales and so on.

Department stores and brand stores are still the main shopping channels, followed by maternal and child supplies stores and Internet sales.

As far as entity shops are concerned, the reporter understands that the four level of the new world department store in Chongwen is mainly children's area and bed area. The proportion of children's area and bed area is about 3: 1. This year, the shopping mall will adjust and expand the entire children's District, increase the children's clothing and children's experience shop area, continue to compress the bed area, and the ratio between them will turn 5: 1.

In addition, the promotion efforts of children's products in the mall are also being strengthened.

This year, the GAP store at the APM mall in Wangfujing street has used several small models to show the new spring dress, trying to attract the target passenger flow, and the whole two floor of the store has been the world of children's clothing.

Other fast moving brands such as ZARA, H&M and UNIQLO have also launched Kids and Baby series.

In terms of online shopping, back to the beginning of the article, the black list of 315 maternal and child cross-border electricity providers also reflects the players everywhere.

If 2014 is the year of the rise of mother to child cross-border electricity providers, then 2015 will be a "shuffle" year.

First of all, supply chain is the threshold.

At present, mother and baby cross border electricity providers mostly take the form of cooperation with buyers and purchase of buyers and form a supply chain. Many mothers and babies cross border electricity providers use a composite channel, which makes the upstream supply chain unstable, resulting in low gross profit and low profit.

In the interview, Zhang Lianglun, founder of Beibei network, said: "cross border overall is actually losing money, because the cost of the supply chain is not calculated as a whole."

Second, cross-border electricity providers are also facing the impact of the integrated platform.

"Small and beautiful" mother to child business will naturally plough mother and baby market in maternal and child consumption groups.

But this is not the case. From the current market structure, the comprehensive electronic business platform, such as Tmall, Jingdong, Su Ninghong children and so on, has occupied about 75% of the total market share of the whole maternal and child electronic business, while the vertical mother to child electronic business volume is very small.

In addition, Tmall and other comprehensive e-commerce platforms are richer in category, and have a solid user base, which is more reliable than the vertical electricity supplier.

The most important thing is not to hold capital in the cold winter.

In the past two years, it has been the capital season for mother to child cross-border electricity providers. Players rush to the market and investors aim at the mother and baby market. They announced the completion of the $150 million D round of financing from the honey buds. They announced that they had completed the $100 million C round of financing.

At present, even though the "two child" policy has been opened, the words such as "financing" and other alluring words have gradually withdrawn from the fanatical market, and the mother infant market is approaching the freezing point.

Without money, the input to the supply chain and the cost of marketing publicity should be reduced.

Therefore, 2016 will become a year of competition between mother and infant cross-border electricity providers.

The environment is more complex, how to do business? Semir Po Limited by Share Ltd director and general manager of balbbara business department, Xu Bo said that shopping centers are the mainstream of the future, enterprises need to spend time to do research, and e-commerce will be repositioned.

Recently, Yang Jinchun, vice president of China Garment Association, pointed out at the second summit of China's children's wear industry development summit that in China, we have the best industrial chain and the largest market in the world.

Chinese children's clothing enterprises should consider how to innovate in the process of procurement, design, production and sale on the basis of the original industry, how to build a new pattern of children's clothing industry, reconstruct new development advantages, and expand from cost scale expansion to value creation.

He believes that for children's clothing, a basic consumer industry, the core is how to keep up with or adapt to changes in consumption. Undoubtedly, good products are the key.

For apparel enterprises, the changing market requires courage and wisdom. It is obvious that whoever first grasps the rules of the market will have more opportunities to enjoy "meat and potatoes".