Children'S Clothing Enterprises Enter The "Children'S Whole Product Integration Shop"

Before UNIQLO, ZARA, H&M and other fast fashion brands entered China, the concept of clothing integrated store was slightly unfamiliar. But nowadays, many consumers put the first choice of shopping in integrated stores. The "one-stop" shopping platform has become the mainstream of consumer formats.

In the field, including "one of the top ten children's clothing brands in China", the "little friends" started to enter the "children's whole category store", which is to satisfy the children's more diversified needs and to grab more market share.

Future competition upgrading

Items must be complete.

"We must get our products into full play now, or we will lose competitiveness in the future."

Wu Qinghu, chairman of Jiyue children's clothing, believes that although the current market of textile and garment industry is not very good, there are still a lot of opportunities. Especially for Ji Yue, which has been implementing "zero inventory" fast fashion brand in the past five years, it is already one step ahead of other children's wear brands. "Domestic brands can achieve five years' profits of" fast fashion "children's clothing brands are numbered.

It is because of the attempt and reference of successful mode, coupled with the liberalization of the "two child policy" and the accelerated pformation of channels.

At the same time, there are also successful experiences of the domestic children's wear brand testing water integration store like balabbara, which gives Ji Jile more confidence and motivation to layout the whole category. Besides the main children's clothing, Ji Jile will launch the "integration concept" next month, including children's shoes, schoolbags, school clothes, bra and other children's products. "This category will be continuously enriched according to the development needs and market demand."

Like Barbara, there are toys, books, kettles and other related products and even children's amusement parks in the integrated store, which further strengthens the sense of experience of the offline shop as a consumption center.

"Now parents bring their children to the integration store not just to buy products."

As Nike, Jordan, Levis, Converse and other international brands.

Chen Jiang, managing director of the board of directors, has always believed that no matter how powerful online sales are, the experience of offline outlets can no longer replace the experience of offline outlets. Since entering the Chinese market in 2012, there has been a major change in the content of online services of ROOKIE integrated stores, which has changed to "experience". Especially after 80 and 90's two major groups have become the main consumer groups, for example, the flagship store in Huaihailu Road, Shanghai, in addition to providing 0-14 children's clothing, children's shoes and accessories, they have also added trampoline basketball interactive area and "ROOKIE COFFEE TIME" rest area to provide a comfortable rest area for families and children. "The future will certainly enrich more content."

Chen Jiang said that as long as parents and children can enjoy the pleasure of shopping, ROOKIE can add elements.

Strong brand beachhead

Sports series

If balbara, Ji Jile and ROOKIE belong to guarding their own acres of land, then Anta, XTEP, 31st degree, and Lining enter into the field of children's clothing.

In the recently released Anta, 31st, and XTEP's mid year financial reports, we can see that the three brands have been overweight in the children's industry. XTEP is reorganizing its children's clothing department. "Do you know what the concept of sports industry is?" Wang Qi, a senior expert in the industry, said that five trillion of the huge sports market is enough to make these sporting goods glow in any field. The children's industry is also a part of the sports industry. Especially, the market stock of the four trillion of the pregnant women makes these domestic sports brands extremely excited, and only 150 billion yuan for the children's clothing.

Among the sporting goods brands in China, Anta first launched a series of children's sporting goods, and immediately tested the water after it was launched in 2008.

Next is the 31st degree, launched the children's clothing product in 2010.

In 2012, XTEP formally entered the children's clothing industry. Lining actually entered the field of children's clothing earlier. But before it was cooperating with children's clothing brand, it was not like the "Jinjiang Department" operated independently.

Last year, Lining set up a children's clothing department, and this year launched its own brand LINING YOUNG.

"I still prefer Anta's layout in the children's industry."

Liu Shengtian, Deputy Secretary General of Quanzhou footwear industry association, believes that the sporting goods market has been subdivided into many categories, professional sports, leisure and outdoor, and the layout of Anta can make the sales of children's products go to a higher level.

Although Anta has never released the concrete results of its children's clothing business in its earnings report, according to insiders, in 2016, the total number of Anta children (including e-commerce sales) was close to 2 billion yuan, accounting for nearly 15% of Anta's annual total revenue.

As we all know, the leading brand of domestic children's wear is Bala Bara, which sold more than 5 billion yuan in 2016, and Anta still has a big gap compared with it. And Barbara is also adding new children's clothing brand to further encroach on children's wear market. However, in the view of Liu Sheng Tian, Anta will have NO.1 that can also make children's clothing in China in the future, which is mainly derived from several brands of its existing layout: Anta children, FILA children, and Desanto (DESCENTE), NBA and Kolon sport which have not yet entered the children's wear area.

At present, although Barbara is an industry leader, its occupancy rate is only 3.6% in the children's wear industry. As for Anta, Adidas and Adidas, the market share is less than 1% in the field. Therefore, with the development speed of Anta and the layout of thousands of outlets, Anta will not be able to become the NO.1 of domestic children's clothing for a long time.

Liu Shengtian said, it can be imagined that after the development of the extensive period of children's clothing, it has really entered the spring and Autumn period and the Warring States period. In the next few years, there will be a basic brand layout rather than chaos like this.

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