The Market Of Children'S Wear Is Strong And Competitive. Sports Brands Seize The Opportunity.

According to the world clothing and shoe net, in recent years, with the liberalization of the second child policy in China, the number of new born babies and the number of people aged 0-14 will continue to grow at a high speed.

And the number of infants who continue to grow is also given.

The market brings more room for imagination. According to Roland Begg, the world's leading information consulting firm, the size of our children's clothing market reached 180 billion in 2015. Not only that, with the opening and upgrading of the second child, it is estimated that by 2020, the size of our children's wear market will exceed 280 billion yuan.

China's children's wear + industry's biggest "hard luck meeting": 2017 becomes the first year of children's wear market

In recent years, with the expansion of potential consumption scale, the vitality of children's clothing market has also been thoroughly aroused.

In order to cater for the trend of consumption upgrading, more and more brands begin to enter the children's consumption market.

This effect continues to ferment, showing a trend of explosive growth in 2017. Therefore, in 2017, it was also known as the "first year of the children's wear market".

In the first half of 2017, there are two important things in the field of children's clothing that can not be ignored. First, Shenzhen.

The Limited by Share Ltd is officially listed on the Shenzhen stock exchange, becoming the first Chinese children's wear.

As of press release, the first day rose 44%, closing price was 24.58 yuan, and its market value exceeded 2 billion 400 million.

After 5 trading, the stock price is expected to break through the 35 yuan mark. After 8 trading, the stock will break through the 47 yuan mark. After 10 trading, the stock price will reach 60 yuan, and the market value will exceed 6 billion. As the first share of the children's clothing, there will be several limit UPS for the company's stock. We are full of expectation.

The two is,

During the "June 1" children's day, children hold the largest child activity in the industry -- the "hard games".

Being called the games of the children's exclusive sports meet by many media, the number of participants at the scene reached more than 3000, and the number of viewers on the Internet reached tens of millions. Even more, Zou Mingxuan, Zou Minghao, the wife of the boxing champion and the hot mother ran Ying Ying, came to the scene to help.

The holding of the Games has not only linked the high-end resources of all sectors of society, but also made the industry's eyes once again focus on the prospect of sports children's clothing.

The children spent a happy day in the games.

The two big event, the first is the continuation of the logo, which marks the achievement of the children's clothing brand in the past and is recognized by capital. The second one is to open up - marking the opening of the children's clothing brand at the operational level.

The market of children's wear is strong and competitive. Sports brands seize the opportunity.

The industry pointed out that the major brands for children's clothing market layout, as early as the first ten years in twenty-first Century has quietly started.

Among them, the independent children's clothing category, such as Barbara, ANN, little pig, and other domestic brands, entered the children's clothing market earlier.

Among them, the Barbara brand was founded in 2002, has been in the children's wear market for 15 years of deep tillage.

Through research, it is not difficult to find that such brands usually extend the traditional clothing sales ideas to the children's clothing industry, and their retail terminals are usually concentrated in specific areas of shopping malls or business circles, and are relatively conservative in general.

At the same time, the adult clothing extension brand, such as Taiping bird, Jiangnan Buyi and so on, abroad, such as ZARA, H&M, GAP, UNIQLO, etc., have launched their own children's wear lines in China.

Their children's clothing is usually similar to their adult wear design style, using the original brand advantage and channel resources to promote children's clothing products, but because of the failure to create a special children's clothing brand, the recognition of its brand image in children's clothing is not high.

Correspondingly, it is the large-scale influx and unique layout of sports brands for children's wear.

Among many sports brands, Anta children is the first sports brand to enter children's field in China, founded in 2008.

In 2010, 361 degrees decided to establish an independent children's clothing business department, facing the market of children aged 5 to 12 years old.

In 2011, XTEP Group officially launched the "XTEP children's wear" brand, and set up a professional operation company in 2012.

Not only that, Nike and Adidas also set up children's independent stores in recent years, or set up professional children's areas in comprehensive stores.

Overview of domestic children's wear market brand

Unlike brands such as Barbara and Zara Kids, sports brands are individually packaged and operated on the basis of their original brands, which are neither completely independent nor absolute subordinated.

Such as Anta children, Nike Kids, not only can better continue to use the brand bonus of the parent brand, but also to establish consumer awareness, can kill two birds with one stone.

Among them, Anta children are relying on the earliest layout of the children's market, relying on the mother brand resources, leading all the way to achieve double-digit growth.

Crisis under the flourishing age: the development and bottleneck of traditional mode

In the field of children's wear, the previous wholesale mode has made a startling splendor and encountered bottlenecks in recent years.

All along, children's brands are mainly driven by commodity and channel expansion to drive overall business growth.

Take Anta children as an example. Since its establishment 9 years ago, Anta children have grown at a high rate of compound growth. Its products cover 1-14 year olds, and currently have more than 2000 stores and millions of members in the country.

In the first half of 2016, the income of Anta children's clothing increased by more than 30% over the same period last year, accounting for about 10% of the total income.

In the first quarter of 2017, retail sales of Anta brand products still showed a low double-digit increase compared to the same period, of which Anta children increased by more than 30%.

Other brands, such as 361 degrees, Zara, and so on, have been growing steadily because of the bonus of market dividends and demographic dividend.

However, although the bonus of children's wear market is expanding, the pressure of similar manufacturers to target the same cake can not be ignored.

At the same time, driven by the upgrading of consumption, consumers are increasingly turning from price orientation to value orientation. At this time, the value of brand power is highlighted, and the pition from simple commodity price to brand premium has become more and more important -- shaping a distinctive brand image, building consumer cognition and even identifying it, becoming the next growth point for many brands to focus on.

Breaking the road: focus on consumers and create new industries

Facing the challenges of the market, it is particularly important to clarify the brand positioning, seize the opportunities and occupy the minds of consumers, and the leading brands of Anta and other market leaders have made a one-step response to explore the "breaking the road" of the children's clothing industry.

According to the world clothing shoes and hats net, as early as 2016, Anta children launched the brand upgrading plan, and formally launched the brand new proposition in February 2017: stubborn growth.

Anta children's brand leader said: "stubborn growth" is based on the observation and research of 85 and 90 parents.

"Stubborn" emphasizes the cultivation of strong, optimistic and team healthy physical and mental abilities behind playful and naughty.

"Growth" is the most important mission of Anta children: how to help parents to get meaningful growth in sports.

With the first generation of only child in China gradually becoming parents, the new concept of child rearing and consumption has quietly occurred.

Young parents will pay more attention to every aspect of children's growth, and no longer emphasize academic achievement simply.

They want their children to have a healthy and happy childhood.

At the same time, we will pay close attention to the development of children's interests and look forward to helping children's growth.

This is also an increasing number of parents aware of the importance of sports in children's growth.

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The offline scene can convey the brand idea to users at zero distance.

Around the idea of "stubborn growth", Anta children will create a series of "stubborn plan" brand communication.

Reporters arranged for the spread of Anta children this year, and found that almost all of them are heavy: in May 14th, a video of mother's day, "a letter to mother", the web hits continued to rise for a week, creating a nearly 50 million exposure. Even the topic of "not to say a mother" is on the micro-blog hot topic list TOP3.

In May 15th, we joined hands with Tmall to build a new parent-child festival with the concept of "three new", which is a new quality safety, a new age of motherhood and a new science child rearing. It promoted the new concept of child rearing "redefining children's growth" and launched a series of commodity and marketing activities.

In May 30th, the Beijing Railway Station was launched and the record of the 20 thousand square children's Games was set up.

In addition, Anta children and baby tree reached a strategic cooperation to jointly build the children's growth Institute, using precise vertical windows to firmly lock children's movement and parent-child relationship.

Through a series of market communication of Anta children, Anta children are gradually building a brand marketing mode with "stubborn growth" as the core content.

Through the brand positioning and consumer communication strategies that are interesting and professional, perceptual and rational, Anta children try to establish emotional bonds between brands and consumers, establish brand professional image and strengthen the role of merchandise.

Consumers will understand the brand concept through firsthand experience of the brand, while Anta children will create a series of brand IP activities to promote online and offline joint marketing.

Product upgrading: Technology +IP, locking children's exercise habits

Products are the foothold of the brand. In view of this, children's clothing brands also have their own unique skills. They can "empower" their products through design and technology.

Among them, Zara Kids, Barbara as the representative of the "appearance faction", and Nike Kids, Anta children as the representative of "strength faction", become the two camps, at different levels of strength to compete.

Zara has been adhering to the fast fashion strategy of "first-class design, second class fabric, three stream price", which has expanded rapidly in traditional channels, and its pursuit of appearance design extends to the field of children's clothing, making it the first choice of parents in the category of "appearance control" and "fashion reaching people".

However, its high price and poor practicability doomed its "small and beautiful" market share.

Correspondingly, it is Nike Kids and Anta children who focus on practicality and functionality.

They play the core strengths of sporting goods developers and rely on the strong R & D and product design capabilities of the group to innovate, develop and design shoes and apparel products that are suitable for Chinese children's professional sports and daily sports.

For example, at the age level, Anta children divide 1-14 year old consumers into different user groups according to their growth needs, such as infants, children, Chinese children and big children.

For example, to provide protection for infants and young children at the stage of toddler, 123 growth function shoes with an inductive balance point and a land grabbing design; a cool T-shirt designed for the children's professional movement, which has a special advantage in sweating and quick drying; and professional soccer sports protection designed for children's soccer development.

At the same time, Anta children continue to develop unique patent products for children's sports, such as spectacle cotton clothes, not only has the function of keeping warm and keeping cold, but also can prevent dazzling, especially because the design of special personality has been touted by children, and has become the commodity of exploding commodities in recent years.

Online + offline: new retail mode combined with Tmall innovation marketing

With the gradual emergence of the "two child" policy and the comprehensive upgrading of consumption, the scale of maternal and child consumption has reached 5009 billion yuan in 2016.

In line with the new retail era, children's wear brands have also strengthened the sales of online channels, creating online and offline linkage: innovative marketing mode of new retail mode joint electric business.

This can be seen from all the flagship stores of Tmall and Jingdong.

At the same time, the major brands have taken the initiative to launch a new mode of e-commerce with the platform.

Take Anta children as an example, in May 30th, Anta children signed a strategic agreement with Tmall mother and child. Through cooperation with Tmall, Anta children can make full use of the big data and endorsement technology of Ali platform, constantly improve products and provide better experience; on the other hand, it can establish communication platform around children's sports culture, and enhance brand innovative marketing and content marketing through platform.

For example, at the strategic signing site, both sides carried out the exclusive issue of "Anta children's smart shoes". In addition, Anta children tried for the first time on Tmall's platform to try C2B customized "little monster" series products - making children's graffiti works customized products, reflecting the product's professional support for science and technology, which is more in line with children's perspective and interest.

Anta children perform well in the field of e-commerce

According to the world clothing shoes and hats net, Anta children have entered the Tmall platform since 2013, so the industry rankings rise rapidly from 50.

Insiders pointed out that in the vast market for children's clothing, the number of children determines the market's consumption capacity, and the brand awareness of parents determines the market's consumption frequency.

280 billion of the children's clothing market, although the size of the body is large, but the brand competition is fierce. In the Anta, Nike, ANN, Barbara and other industry leading brand layout and guidance, the brand awareness of consumers will further strengthen.

In the future, children's clothing market will leave a broader space for imagination.

More interesting reports, please pay attention to the world clothing shoes and hats net.