Can Children'S Clothing Market Be Saved?

According to the world clothing shoes and hats net,

brand

Recently announced that it will work with K IMU RA TA nC o RP o ra tio n to launch children's personal clothing.

Insiders believe that a few years ago

The establishment of the Barbara brand has made remarkable achievements, attracting peers to follow suit, and the adult clothing industry is facing a downward trend in sales. Children's clothing is regarded as a new growth point. More and more adult clothing brands are also beginning to produce children's clothing, while traditional children's clothing is also moving frequently in the market segmentation.

Old brand of children's clothing, deep tillage and market segmentation

The reporter understands, the adult underwear brand city beauty and K im u ratanC orporation cooperation, caused the industry's attention.

It is reported that the traditional adult clothing has begun to decline in recent years. For this reason, a few years ago, Semir entered the children's clothing market and built the brand of balbala. This practice has made many adult clothing brands imitating.

The cooperation between urban beauty and K im uratanCorporation can also reveal a reality. The birth rate of Japanese newborns is low. They always want to share a cup of cake in the Chinese market. The choice of urban beauty is the mature laying of the shop under his line.

The chief executive officer and CEO of the small star brand group told reporters in Nandu that they had some actions recently in children's market segments, not only children's clothing, but also deep tillage on bed products.

They noticed that a large number of mattresses on the market were donated along with buying cribs.

The mattress is very important for children's sleep quality, and the design and quality of mattress should have a scientific child care design.

They believe that this market is still blank and has great potential.

On the one hand, adult clothing brands are involved in children's clothing, while the original children's clothing brands, in order to maintain market position, continue to dig deep and cultivate the market, forming an interesting market competition situation.

In this regard, whether or not children's clothing founder Sun Shanglian also admitted that they also aimed at the release of the second child policy, and recently increased the intensity of children's clothing, production will increase.

Considerable sales have been coveted by all parties.

The sales of children's clothing market is very impressive. According to the relevant sales data of "small star", annual revenue can grow by 100%. Last year, double 11 sales ranked first in Tmall, and the turnover reached 1 .13 billion on that day.

In addition, T 100 K ID S chairman Dong Wenmei also said that so far this year, the sales volume of the brand has increased to 30% year-on-year, or up 100% this year, or 300% next year.

Sales of children's clothing increased by more than one year ago, because children's clothing increased by 100%.

But Sun Shanglian expressed concern about this. "In the past few years, children's clothing is a piece of concern that no one cares about. No big brand is doing it, but now almost all of them are big brands, such as Jiangnan Buyi, Taiping bird and so on. They are beginning to make their own children's clothes."

"When many giants are concerned about this market, that is when the market looks very active, it is often overcapacity, which is consistent with Buffett's investment theory."

Dong Wenmei explains why so many clothing brands do not do well because the upgrade of clothing products is too slow.

In response to reporters' questions about the specific performance of consumer escalation in children's clothing, Dong Wenmei said that the impact of discounts and non discounts on sales volume is almost the same. It shows that consumers have entered the era of consumer quality from the era of cheap consumption. The original discount has actually been indifferent to consumers, and they want more quality products, more tasteful and more emotional products.

It is said that the main channel of T 100K ID S is mainly airport, advanced shopping mall and five star hotel, which is the best example of quality consumption. Dong Wenmei believes that the current upgrading of consumption will bring them a good opportunity to have a rapid leap in the second half or next year.

Competition has been burning from line to line.

The CEO of small stars said that, in addition to Tmall's store, this year they will also promote product sales in the Jingdong and launch its own A PP in the second half of the year, and the offline stores will develop large experience stores, do not pursue the number and close the unnecessary lines.

"T 100 K ID S will increase the laying of offline stores in two or three cities in the future. Unlike Guangzhou, the two or three tier cities will choose to lay on the pedestrian street."

In this regard, Dong Wenmei explained that the business climate of every city is different, for example, there are few good brands in Guangzhou's pedestrian street, which belong to many consumer goods, which is not consistent with their positioning.

But in the two or three tier cities, their walking street is a good brand to enter.

Guangzhou will probably increase 20 stores, but the two or three tier cities will be more paved. First, consumption is very strong. Second, for them, clothes, food, shelter and clothing are the first.

The online store will get through the O T O mode. The fission will be very fast and it is expected to achieve an overall sales increase of 100% this year.

Sun Shanglian, who doesn't wear children's clothing, said that they had fewer shops in the north than in Guangzhou. These cities have gathered all the international brands. Consumers have a high degree of awareness of brands. They are more willing to choose foreign brands, even ZA RA, H &M or UNIQLO.

Now there are good business environment, that is, some large commercial complexes, are stationed in the two or three tier cities, for us these young brands is a great opportunity.

And these stores also need some shops to talk about "face value". We often talk about tonality, which is consistent with our fashion design and fashion style.

After entering the large commercial complex, it also changed the consumption habits of the two or three line cities, which may have been relatively simple shopping. But now one-stop services such as cinemas, clothing stores, restaurants and so on, including children's facilities, the family can complete a weekend's entertainment after entering.

As for the comparison between domestic and international brands, Sun Shanglian believes that many stores have no independent children's stores, but there is a children's clothing area, and it is not an independent space. Because children's clothing will pay more attention to experience and services, compared with the former's own choice, they have a shopping guide service.

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Children's clothing should also export educational ideas?

Dong Wenmei had a dream ten years ago. She believed that children's clothing should not only sell products, but also export an educational concept.

It is said that T 100 K ID S will open a life experience Museum, make a parent child platform, and advocate a spirit that parents can change the world.

According to the explanation, the life hall will organize activities, such as making cakes, climbing mountains and planting trees and other natural activities, and educating children to accept better things.

The experience hall was actually set up more than ten years ago, but few people understood it, and no one supported it. Now it is time to find it.

And small stars also want to create an ecological brand.

Peak revealed that the group launched a series of institutions, one is the small star parents school, the relevant courses can be studied online and offline.

The other is the little star parent-child club. There are parent-child activities, children's shows, English performances, reading and so on every week.

The small star children's growth foundation, founded in 2015, is a non-profit public welfare organization dedicated to promoting child care, child education, environmental protection and other public welfare undertakings for children.

Clothing is not just a kind of dress demand. It used to be just a merchandise sale. Now it will discuss with experts, study the characteristics of children's psychology and so on, and then project it onto the product.

Peak has been engaged in the luxury industry for more than ten years. He believes that the growth of Chinese consumers is the best. It is hard to evaluate with a solid vision. We need to keep a dynamic observation. For a long time in the forefront of brand frontiers, he observed that the past luxury goods were misunderstood to the astonishing speed of development, and a considerable number of high-end people at the top, with taste and value will drive the market.

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