Can Children'S Clothing Win The Hearts Of Young Consumers For These Local Brands?

In the office building of Ningbo hi tech Zone, Mini Peace

Office space occupies a whole layer, spacious and bright.

On the other hand, the other electricity supplier department is much more crowded. Clothes are lined with clothes on one row of clothes hangers. Some of them are children's clothing.

The person in charge explained that the amount of Mini Peace was large, and the online sales were mainly seasonal and inventory products.

Mini Peace

Children's clothing

。

The latter self built electric business, but most products are sold through traditional dealer channels.

For Taiping bird company, the electricity supplier is still a matter that needs to be considered and weighed. If the new product is too much and the price is low, it may affect the dealer's sales, but if you don't work hard, you will lose the long tail, which is limited by the limited sales network of the dealer.

Compared with talking about the development strategy of the electricity supplier, Taiping bird should be more confident when talking about the brand positioning of children's clothing.

Shi Zhaoqi, general manager of the children's clothing department of the company, directly called the participants of the children's clothing market "rich two generation brand". "Rich two generation" here is not a consumer, but a self ridicule based on superiority. Compared with the original brand of children's clothing, "rich" means "mature".

Around 2011, Taiping bird, Jiangnan Buyi, Heji international, Metersbonwe and other companies have launched children's clothing.

These enterprises, which originally devoted themselves to large-scale manufacture and sale of adult clothing, entered the children's wear market. Together with Zara, Gap, UNIQLO and other fast fashion children's wear lines, they squeezed the market share of traditional children's clothing brands and provided consumers with more diversified choices.

Unlike traditional children's clothing, the products produced by these latecomers are more "adult".

It not only removes the traditional childish cartoon patterns, but also reduces the version of adult popular products - hot pants, cowboy jackets, fur jackets, small white shoes, and Single Shoulder Satchel - even promotional posters are more in line with the current life scenes.

Some consumers will jokingly say that children's clothes are bought by grandparents or parents themselves.

Young mothers are the main consumers of children's clothing.

Just as their own definition of fashion will deviate from the previous generation, they have different ideas about what their children should wear.

Technavio, a consulting firm in 2016, released a global market for children's clothing, released in 4 December. It shows that people spend more and more money on children's clothing, and these needs not only stay at the comfort level, but consumers are more diverse than ever before.

Internet information, the popularity of fast fashion, the demonstration effects of stars and star children all play a role in these young parents.

"I like to pick out some styles that are tailored to be fashionable, beautiful, but not cartoon," said a consumer named Pan Tingting. Her daughter is now 3 and a half years old. "I don't like those clothes that make children childish."

Yao Qingtao, a 90s mother who interviewed us, said that now parents know Nike's "caterpillar shoes". Zara's girls' panty hose and UNIQLO's pure cotton jeans are "exploding money".

In addition, the children's clothing prices of these brands are higher.

Pan Tingting said that she spends about 2-3 yuan on her daughter's children's clothing every year, about 70 yuan or so.

In the range of an ordinary young mother's choice, ZARA's single summer wear is between 40 and 160 yuan, UNIQLO's one-piece trousers are around 150 yuan, while the Mini Peace's T-shirt price is basically between 168-300 yuan, the down jacket is about 1000 yuan, the T-shirt of Jiangnan cloth is between 138 and 300 yuan, and the price of long sleeved cotton sweater is between 500-600 yuan and Yuan Yuan.

These brands may appear in a shopping list of a young mother at the same time, but her own shopping goals will be slightly adjusted: fast fashion may have, and the chances of Taiping bird and Metersbonwe will be much smaller -- children's clothes, for the first time, compete with China's "fashion brands" and international fast fashion brands.

From the industry perspective, children's clothing industry is a microcosm of the upgrading of Chinese clothing production.

Whether it's Taiping bird, Metersbonwe or Semir, it has been in the clothing field for more than 20 years. Although the mother brand is not too strong in fashion among young people, "but in these 20 years, a lot of people have been trained, and the degree of professionalism has been improved. Starting from the 2010 years, the brand name of the newly launched children's wear brand name, trademark design, shop display and design logic no longer stay at a very elementary level."

Men's clothing AK Club CEO, Zhou long told reporters that he was Metersbonwe CMO before and served as the head of Me&City kids children's clothing.

The first step in this field is Semir.

Semir's Barbara was launched in 2002. By 2015, Barbara's annual sales reached 7 billion, and its number of stores exceeded 4000, while Semir group's annual sales volume was 215 billion, and children's clothing accounted for over 32%.

It can be compared with the traditional children's wear brand,, who once came out in 2015. According to the data disclosed in the prospectus, the company's operating income in 2012-2014 years is 553 million yuan, 706 million yuan and 793 million yuan respectively.

Barbara ranked first in nearly 5% market share, according to the China children's wear market report released in 2015 by Ou Rui consulting.

"Before most children's clothing brand annual turnover is between 2-8 billion yuan, only Barbara a year to achieve four billion five billion."

Zhou Long said.

{page_break}

Children's wear is a highly fragmented market.

In 2015, the total sales volume of the top 10 children's clothing brands in the country was 10.74% of the total retail sales, slightly higher than that of 10% in 2012. Among them, the total sales volume of the top three enterprises accounted for 5.85% of the total retail sales.

The advantage of traditional children's clothing brand lies in manufacturing, and the disadvantage lies in market insight and channel development.

Most of them are concentrated in the developed areas of foreign trade and manufacturing, such as Zhejiang and Guangdong.

"Core competitiveness is retail capability.

(originally Ningbo) the retail capabilities of these local children's clothing brands are very weak, they are only wholesale, and the homogenization of products is very serious.

Shi Zhaoqi told reporters.

Xu Bo, head of balbala, has similar claims.

"Those children's clothing brands could not be built before because they were only wholesale, but Barbara could expand quickly because they entered the retail chain."

He said Barbara's stores had exceeded the number of Semir stores in shopping centers.

The success of Semir made the domestic clothing brand see the possibility of making children's wear market bigger.

In 2011, Jiangnan cloth clothing launched the children's clothing brand JNBY by JNBY, on-line two years sales volume to break through ten million.

In the same year, Metersbonwe launched Me&City Kids, and Pacific bird launched Mini Peace.

In 2014, Mini Peace sales reached 400 million yuan, which is expected to double this year.

The prospectus data show that in 2015, the parent company Pacific bird men's retail sales of 2 billion 660 million, women's retail sales of 3 billion 500 million.

"Now to do an adult leisure, and then do an adult sportswear, competition is very fierce, most of the adult clothing growth is not enough, children's clothing is not yet the boss, children's clothing is following the trend, is the best choice."

Zhou Long said.

AK Club's children's clothing will also be launched next spring, which continues the style of military style for adult men's wear.

Zhou Long believes that as long as there are no six or seven mature brands in the children's wear industry, new brands will have opportunities.

Whether he or Shi Zhaoqi, he said in the interview that the main market of Barbara is a low level city and township, and its position will be even higher.

"The same price of 1000 yuan, compared with adult clothing, children's clothing customer level is higher."

Children's clothing brand Sarabanda China channel director told reporters that Sarabanda aimed at the total monthly income of more than 50 thousand of the parents.

The brand currently has two stores in China, one in Shanghai's Jiu Guang Department store and the other in Wuxi.

The real competition of important brands and children's clothing brands is fast fashion.

These companies are not inferior in products, marketing and channels, especially in the most competitive market.

In the summer of 2016, UNIQLO extended Lego's UT series to the children's wear line. It started the plan of adding 50% styles to children's clothing in the autumn of 2014. GAP's attempt to cross the border of children's wear was even more daring. Last year, she found the American talk show "Alan show" host Ellen (Ellen DeGeneres), and launched the "GapKids x ED" joint children's wear.

GAP is one of the biggest beneficiaries of China's children's clothing consumption pformation.

The company entered the Chinese market in 2010. Although adult clothing is facing great challenges in the global market, the performance of children's clothing is excellent, so that the GAP Tmall store opened in 2014, and the category was even classified under the category of children's clothing.

"Data show that children's wear products are growing at the fastest rate.

We believe that entering this particular category will help Gap build brand awareness and awareness.

Abinta Malik, senior vice president and general manager of Gap Greater China, has repeatedly used some data to emphasize the strategic importance of children's clothing for GAP China: China is the largest children's wear market in the world. In China, the number of children under 14 years old has reached 220 million, and the number of newborns per year is over 10 million.

By 2017, China's children's clothing market will reach 150 billion yuan.

The same Euro advisory report showed that Gap's share of Chinese children's clothing market increased from 0.1% in 2010 to 0.6% in 2014, and 2014 in the year of the year, ranking seventh in the market share. It is also the only fast fashion brand in the world that has entered the top 10 of China's children's wear market.

In the recent summer sale of Taobao mall, GAP's sales of children's clothing are among the top brands of children's clothing.

At Gap's headquarters in New York, there is a specialized children's wear and baby clothes team, which designs new products according to the latest fashion trend in the month cycle.

"But we see that young parents are getting more and more sophisticated about fashion.

Not only the quality and safety requirements have been raised, but also the unique and fashionable design.

Abinta Malik told reporters.

"So we have to always focus on what is popular among young women, and many of the design elements of Mini Peace come from adults."

Shi Zhaoqi said, "for example, the popular sports now...

For example, GUCCI flowers and full color are very popular, and we will also make reference.

According to the "desire: 1750 year old design and society", the clothing industry did not actually have children's clothing at first. The clothing business created the classification to sell more clothes, and designed the children as pure and lovely new species.

However, when adult children's clothing is popular, manufacturers can not apply the design of adult clothing to the same size.

The product structure of children's clothing is totally different from that of adult clothing. It is considered safety and different requirements.

Shi Zhaoqi emphasized that Mini Peace has gone through many detours in its exploration from 2011 to 2013.

For example, at the beginning, too much pursuit of the product's feeling, but neglected comfort; imitation adult dress, the fitting room is very beautiful, but children simply do not want to go in, parents will put their children in the line of sight and so on.

"Men's shirts have a high proportion of shirts, but boys don't wear shirts seriously."

Some hollow elements in women's clothing, mothers will also consider whether the child will catch cold.

Children's clothing is no more profitable than adults.

"Fabric actually does not save much money.

The work of children's clothing is exactly the same as that of men's clothing, and even harder.

Like this sleeve cage, the adult dress can be extended to turn it over, but the workers who make children's clothing must be very skilled, second hand can not be too big, and the processing cost is actually the same as that of adults.

Shi Zhaoqi said.

{page_break}

Even so, children's clothing has become the strategic focus of these companies.

In May 21st, Shanghai people's Fine Arts Museum, Taiping bird clothing opened a 20th anniversary conference, more time to Mini peace children's show.

The museum is arranged as a garden, with flowers on the red soil and children in white flowers.

The T garden is arranged by the flower artist Thierry Boutemy, and the red soil is imported from France.

The show was built by APAX, a professional beauty consulting firm, who had previously worked with luxury brands like LV and Burberry.

Thierry Boutemy, a flower artist, is also a frequent visitor to Lanvin, Dries Van Noten and Viktor&Rolf, Dior and other brands.

The show costs nearly ten million yuan.

"We want to convey a sense of fashion and professionality."

Shi Zhaoqi said, "consumers don't care if you're a bird of peace or a bird's peace. He really cares about your product...

This is very important. "

"Just like we never say to buy an ocean card, we do not shy away from it that we are a local brand," said Taiping public relations Xu Si.