Children'S Clothing Market Competition Intensified "Shuffle" Layout After 90 Is King.

Recently, HOO

The launch of the store under the brand line has aroused discussion in the industry.

Earlier this family used

The children's clothing brand developed by the channel also felt the pressure of market competition and started the layout of the whole channel under the line.

In fact, in recent years, the competition in children's wear market is very intense, resulting in Benali and other children's wear brands have withdrawn from the market.

Insiders pointed out that the current children's clothing industry, consumer groups, channels, products have undergone great changes, coupled with the addition of adult birds such as Taiping, GXG and so on.

The competition of online brands with group advantages, such as Yin man and the competition of children's wear market, aggravated the competition of children's wear market and promoted the industry's "shuffle".

Meet consumer demand and enhance online and offline interaction

"HOO has officially launched offline stores since the beginning of this year. The first store has been opened in Fu'an. This year, the company plans to set up two or three outlets and find a good model to expand again."

Cai reappearance, director of HOO children's clothing brand electric business, said that after years of development, the electricity supplier has become a traditional channel. Only online sales have been unable to adapt to the fierce competition in the entire children's wear industry.

HOO can be said to be a typical example of the local children's wear brand on the electricity supplier, but it also feels a lot of pressure.

And this situation is common in the whole industry.

"Now the development is very general."

"I didn't do it well."

"The market is sluggish."

"Sorry, our company is no longer in business. I have already left."

Recently, a reporter interviewed many children's clothing enterprises, although the "comprehensive two child" policy was liberalized, but children's clothing enterprises did not get moist, and even some hard work.

In CAI's reappearance, children's clothing enterprises live a little hard with the changes in consumer groups and shopping habits.

On the one hand, the mainstream customer groups of children's clothing have changed. Nowadays, the parents of "post-80s" and "after 90" are very different in their choice of products with the "70 after", and the consumption concept is also very different.

"70 after" more consideration is that this year we will buy more clothes next year, while the "post-80s" and "post-90s" pay more attention to children's fashion.

In addition, the shopping channels of consumer groups have also undergone great changes. Young consumers are accustomed to buying online.

When the consumer group changes, it still stays in the traditional stage, and enterprises that do not follow up quickly will naturally be abandoned by consumers.

At present, the local children's clothing enterprises are aware that the key to children's clothing is to meet the needs of the new generation of consumers.

On the basis of the three styles of "classic campus, sports and leisure, sports and outdoor", Mamie Marka added "fashionable children's clothing" series to meet the needs of "post-90s" parents in the autumn and winter new product conference, which was just concluded in 2016.

Wang Wanxing, director of the company's operations center, believes that the "post-90s" parents will not blindly believe in brands. They prefer personalized, high involvement items, such as parent-child clothing, and so on. This year, the company will pay attention to the fashion of products and build the "tide boy" as the starting point.

Coincidentally, the tick tick children's clothing is also making great efforts in the research and development of products, and collaborate with designers from Spain and Korea to dig deeper into the fashion of products.

"The generation after 90" can create more demand, and is also the mainstream consumer after the market has warmed up. Therefore, brand children's clothing enterprises should strengthen their corresponding consumption characteristics and habits research.

Ruan Shitao, director of brand operation of Green group, believes that Internet marketing has become one of the main means of consumption for more and more young consumers.

Internet marketing will have great room for development in children's clothing market.

According to the introduction, this year's tick Tat online terminal store display and shopping environment upgrade, while online promotion of micro marketing is also in the synchronous update.

Now the company is working with some third party platforms to build O2O platform to enhance interaction with consumers, so that online sales and offline sales can be organically integrated.

Ruan Shitao said that interaction between brands and consumers to enhance brand stickiness has become a major focus for enterprises to enhance their competitiveness.

Adult's "rush to eat" subdivision area for "label" breakthrough

While the children's clothing industry is changing in the consumer group, the competition of the external environment is more and more intense.

Whether it's men's wear or women's wear, many large adult clothing are eyeing this cake. Taiping bird, GXG, mark Hua Fei and Jiangnan cloth children's clothing have come out of the table last year, and began to exert force this year.

At the same time, Han Du Yi house began to systematize its children's clothing last year, and its action will attract the attention and follow up of the brands such as man, crack wave and other brands.

Analysis of the industry, on the one hand, the adult is also looking for new growth points, the development of children's clothing can be said to be an extension of the enterprise category, after all, the cost of creating a new customer is very high, then let the old customers continue to pform, undertake on the product, these big brand children's wear are adult version of the reduced version, and now very much emphasize personalized consumption, many consumers like a certain style, usually will put children in a style to dress up; on the other hand, children's clothing has the market potential indeed, at present, children's clothing in the country is called "balbala", "a" and so on a few brands, so there is still great potential.

"I also think that the present market for children's wear is very large, but it is not easy to stand out. On the one hand, there is a big difference between North and South in China, and children are very different in shape. So many brands have the way to become regional brands, but it is difficult to become a national brand.

National brands such as Barbara have hardly been seen again.

In CAI's reappearance, who can win the hearts of consumers, who can win the market, so enterprises have to relocate themselves, the consumer group has been subdivided in recent years, children's clothing cake has been cut down, in the past can sell the whole country, but now it is very difficult, so it is necessary to locate their own consumption crowd, and find them.

Under the impact of online, offline, "white Fu Mei" and "high rich handsome" brand, resources are bound to focus on dominant brands, especially online platform resources. How should local brands break through?

"It is the core of marketing, including product positioning and price positioning, to divide their own positioning.

Cai reappearance said that the clothing market men and women clothing has been very fragmented, and now children's clothing has begun to be subdivided, so enterprises must find their own labels, for example, because of the "national cotton wind" and the "national wind" that the consumers are associating with them, the "Han Feng" of the Korean clothing house is now so much information that the brand should give consumers the memory.

In fact, HOO has been doing this. Although the category is richer, it has been strengthening the label of "jeans" in order to continuously enhance the identification in the minds of consumers.

Strengthening advantages, improving product structure, forming competitive barriers

Insiders pointed out that subdivision is a trend for children's clothing in the future, but the brand strength is also a direction for baby products.

For example, from the age of 0 to more than 10 years old, because now the brand of new intervention will not do such a long product line, of course, they can not do it in a short time, and enterprises already have this advantage, it is recommended to continue to strengthen this advantage.

In this way, competitive advantages will be formed and competition barriers will be formed.

In fact, a lot of efforts have been made by Mamie Marka.

It is reported that as early as the beginning of 2012, Mamie Marka upgraded the original baby series to "Mamie Marka baby" brand, entered the baby market, and provided consumers with richer product categories in clothing, accessories and supplies. In just a few years, baby clothing has played a very important role in the whole Mamie Marka brand, and has greatly improved the market influence and reputation.

"Strong brand children's clothing enterprises should improve their product mix."

Ruan Shitao said that children are divided into five groups: infants, young children, young children, Chinese children and big children.

Powerful brand children's clothing enterprises should improve the above product structure as soon as possible, and develop shoes, hats, gloves, children socks, knapsack, ornaments, etc., so as to mold the overall image of the brand, while making the brand have a more complete sense of series, it can also play the role of brand publicity and deepen the brand image. This is also the premise for building a children's life Museum and realizing one-stop shopping platform.

In Ruan Shitao's view, Chinese children's clothing enterprises should speed up the design of brand image symbols that cater to children's psychology.

We should respect children's needs, pay attention to psychological communication, promote product serialization and matching, pay attention to product packaging and store design, thus impress the consumers.

Developing brand management and enhancing brand culture will become an important strategy for children's clothing enterprises to enhance their brand competitiveness.