"Blue Ocean" Has Entered The "Red Sea" Children's Clothing Industry Has Come To The New Draught.

With the "two child" policy landing and "post-80s" parents become the main consumer, consumers on infants and young children Clothes & Accessories The pursuit of quality is constantly improving, and the industry has entered the growth stage from low-end to high-end consumption.

In 2015, the top ten of China's market share. Children's wear The share of brand is only 10.6%, lower than that of developed countries. Market decentralization also provides opportunities for enterprises to expand their capacity.

In July 28th, the famous children's wear brand. Paclantic The operator, Tong Tong Chuang Tong Xin, has three new boards listed on Polytron Technologies Inc, known as "children's clothing electricity supplier ice breaking stocks". As children's wear market is growing faster, Semir clothing, American bond, 31st degree, Lining, XTEP, Anta and other enterprises are involved in or overweight children's clothing business.

Although children's clothing is traditional industry, it is also a sunrise industry. The industry has a large market and good growth, and it keeps growing at around 12% annually. The escalation of consumption in children's clothing industry is obvious, and the industry starts to speed up in other industries. Consumers in the three or four tier cities are also increasingly willing to choose middle and high-end children's clothing, and the future market will have greater value. " Luo Jianfan, the founder of Parker's brand, said that paramount would vigorously expand the business of e-commerce with capital support, and strive to develop a brand group of children's products that would be a channel, a whole category, a multi brand and multi platform, and create a children's industrial ecosystem.

According to the data, 220 million of children under 14 years of age in China account for 16.6% of the total population. The market capacity of China's infant clothing, cotton and daily necessities will reach 250 billion yuan this year. With the "two child policy" landing and the "post-80s" parents becoming consumers, consumers' pursuit of infant clothing quality continues to improve, and the industry enters the growth stage from low-end to high-end consumption. The industry believes that the market potential of children's clothing is huge, and the new industrial outlet has arrived.

Li Luling, founder of the research and consulting firm, said that the children's clothing market is relatively mature and is in the upgrading stage. In the future, it will pay more and more attention to quality and personalization, and the quality and fast fashion will also increase rapidly. In the past, brand dealers mainly sold by agents, and had no direct dialogue with consumers. In the future, a platform for direct communication and channels should be established. She said, "products are always the first ones. Enterprises that make solid products and make brands have ushered in opportunities for development. With the help of capital strength, they can enter a new stage of development."

Although the potential space and capacity of children's clothing market in China are huge, it starts late and the market concentration is low. In 2015, the market share of the top ten children's clothing brands in China was only 10.6%, far below that of developed countries. The highly dispersed market also provides opportunities for enterprises to expand their capacity.

"Children's clothing industry has entered a period of rapid development, and there is no absolute leading brand in the industry. As competition intensifies, the market will mature further. " Min Guangya, chief consultant of retail retailing in Guangzhou, believes that maturity is reflected in 5 aspects: the brand awareness of the whole industry has been strengthened, and a large number of branding enterprises will emerge, and a group of absolute leading brands will emerge. The brand and the general brands will become larger and larger; some of the children's clothing companies without competitive strength and brand operation ability will be squeezed out of the market; the brand demand of consumers will be more satisfied, so as to further enhance the brand awareness of consumers; more enterprises in other industries or fields will enter the children's clothing market, the threshold of children's wear market will further improve, and the operation ability and brand operation level of the industry will also be greatly improved.

Luo Jianfan stressed: "enterprises should actively embrace the Internet and transform through the Internet +". On the one hand, we can enhance the efficiency of supply chain through the Internet and speed up the production cycle. In the past, designers did not know what consumers wanted, because they were behind closed doors, guessing products. Now, we can put the new product's photo data on the Internet and achieve flexible production by calculating the residence time of the consumers on the web page. On the other hand, we should increase our innovation in the external market, in addition to selling Tmall, Jingdong, vip.com and other electronic business platforms, we should create our own IP, resonate with the young consumers through vivid images, and create a three-dimensional, diversified sales of members fans, and establish a continuous and effective communication and service with consumers through various ways such as entertainment marketing, community marketing, fragmented marketing and so on.

The "dual core drive" on the offline line will bring more room for children's wear brands. Next, many enterprises will further expand their children's clothing products in the field of children's peripheral products, and expand children's product lines horizontally, including sports, paternity and baby products, so as to increase contact with consumers.

Children's clothing industry is known as the last piece of cake in the clothing industry. How can enterprises seize opportunities? Cheng Weixiong, general manager of Shanghai Liang Qi Brand Management Co., Ltd., said: "children's clothing market space may not be as big as we think. The key lies in whether the existing models, brand positioning and channel positioning of children's wear enterprises can match the new generation of consumers. If we can not resonate with the needs of the consumers after 80, it is difficult to expand the market share. He believes that children's clothing market has entered the "Red Sea" from the "blue ocean" in recent years. In the market competition, there has been no brand size. From the perspective of the future, consumers will value the value of the brand more. Only by deeply studying the needs of consumers and children, doing a good job of market segmentation, and focusing on professionalism and focusing on the brand can they become bigger and stronger.