Children'S Clothing Market Will Create New Opportunities For Cost And Soil Brand Development

According to the world clothing shoes and hats net, this year's

The market does not seem too calm.

Domestic industry has appeared some symbolic big movements, adult clothing.

Jiangnan Buyi, Taiping bird,

Domestic sports brands such as Lining, XTEP, and 361 degrees have entered the market of children's clothing, thus expanding market share.

In view of the current situation of clothing brand tycoons in the field of children's wear, insiders say that our children's clothing industry starts late, and the independent children's wear brands lack the advantage. Most of the market is occupied by foreign brands, and the price is generally high.

Now these smart capitalists in China have taken up the market for children's clothing and will create a new opportunity for the development of local brands.

Build independent brand

With the eastward growth of China's children and the purchasing power of the middle class consumers, the children's clothing industry has become a bright spot in the clothing industry through the eastward growth of the "two child policy".

According to the relevant data, in 2016, 0-16 years old children in China had 480 million, 100 billion of their annual consumption and 4 billion 600 million children's clothing consumption each year.

Behind the huge numbers, it reflects the unlimited potential of children's clothing industry.

Shen Yong, an expert in actual marketing planning, pointed out that in the context of the growth of the adult clothing market slowing down and even becoming saturated, the rapid growth of the children's wear market has attracted people's attention and has become a new growth point in the development of the clothing industry.

In this regard, Xu Junlong, a researcher at China Research Institute, agrees. He believes that from the perspective of industrial life cycle, China's children's clothing industry is still in its growth stage. Compared with men's wear and women's wear industry, it has the advantages of rapid growth of market demand and large growth space.

But it is worth mentioning that the children's clothing market with a bright future has become the "fat meat" of foreign capital.

After visiting the shopping malls, the reporters found that many children's clothing brands are selling abroad, and their domestic brands are few.

Data also reveal that there are over 10000 children's clothing enterprises in China, but there are only about 200 enterprises with independent brands, less than 2% of the total number of enterprises, and about 60% of the enterprises are mainly processing by generation.

Earlier, there was an article analysis that the size of the children's wear market in China has been expanding, but there is still a bottleneck for development.

For example, the children's clothing market in our country is relatively scattered, the independent children's clothing brand influence is insufficient, and the high-end market is occupied by international brands.

"Although the size of children's clothing market is very large, foreign brands occupy the first-line market, and domestic independent brands are seriously lacking."

Huang Yunfeng, the founder of the young boy's clothing, agrees. But at present, the old brand of children's wear brand makes use of financial forces to make fun of horses. Some production oriented children's clothing enterprises and foreign trade children's clothing enterprises have the tendency to pform to their own brands, and even some domestic adult brands are gradually involved in the children's clothing market. This also indicates that the development of their own brands is a bright spot in the development of children's wear industry in recent years.

Shen Yong further recommends that children's clothing is catching up with a market of dividend development in China, but foreign children's clothing brands are strict in marketing planning market segmentation. Indeed, domestic counterparts should seriously analyze and learn.

Our people also need to learn this rigorous spirit, make good products and create good brand of their children's clothing.

Local capital holdings

"In the context of adult clothing sales by discount, children's clothing has become a new battleground for major businesses in the light of the advantages of high profits.

Although the price of children's clothing is generally high, there is little discount, but the sales of brand children's clothing has been considerable.

The manager of a children's wear brand store said.

For the above phenomenon, Jin Ying, founder of naive children's wear brand, analyzed that the consumers seemed to be more astute now. They shifted from the past price sensitivity to quality sensitive, and the quality of their products would affect their consumption to a large extent.

And many small brands of children's clothing seems to be more adapted to their consumption needs, and has considerable benefits.

Many parents interviewed after 80 or 90 are generally concerned about the brand, quality and style of clothing. Even if the brand children's clothing is expensive, they also say that money is not a pain in their children.

In addition, according to the joint survey of Beijing's AI song consulting and the modern education newspaper enlightenment special issue, the consumption of children in China has already accounted for about 30% of the total household expenditure.

It is noteworthy that children's clothing market, an unreclaimed "gold mine", has attracted more and more attention from the capital.

Jiangnan cloth, Anta, 361 degrees and many other well-known domestic clothing enterprises have expressed their efforts to brand children's clothing market.

At the same time, the investment of Hai Lan House explains that the investment of this company is to seize the consumption demand of the younger generation of parents for the high-end children's clothing products, and seek new profit growth points in the fast growing children's wear market.

Shen Yong expressed his approval for the above views. He believed that under the background of the wave of consumption upgrading, 80 and 90 new generation of parents were eager to have high quality children's clothing, and emphasized the brand image as a symbol of social status and promoted the growth of the high-end children's wear market.

Middle and high-end children's clothing has a higher profit, and many audiences and businessmen pursue it.

Xu Junlong said that with the development of the market economy, China's economy has been developing rapidly. The life that people provide to their children is no longer limited to food and clothing, but is constantly pursuing high quality lifestyles and pursuing fashion personality on clothing.

The trend is fleeting, which makes the replacement cycle of children's wear shorter and shorter. It has spawned the vigorous development of children's wear industry, and has brought great vitality to the children's wear industry.

In addition, Jin Ying further pointed out that, first of all, a part of the consumer brands of adult brand clothing stores may have children, so these brands are involved in the field of children's clothing for diversified development, and also an extension to business. Secondly, the consumption habits and aesthetics of the new generation of parents after 80 and 90 are constantly changing, and they pay more attention to the high quality of life and the concept of eugenics.

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Obvious advantages in China

Speaking of children's clothing, we have to mention Jimo, known as "the famous city of children's clothing in China".

Recently, the first Chinese children's wear town colorful festival was held in Jimo, and the newly built "children's clothing town" was gorgeous.

The reporter noted that since the beginning of this year, Jimo will organize a children's wear festival in Jimo, China. Its main purpose is to promote the development of children's clothing industry from the foundry industry to the independent brand.

In this regard, Xu Junlong believes that at present, China's independent children's wear brand structure is taking shape, the monopoly of national children's clothing brand, strong regional brand, agent brand and retail brand are about to emerge, brand from the regional, grade, style, type and other aspects of the formation of echelon mode.

The proposal to establish brand and brand is the expression of the national comprehensive strength. Shen Yong said frankly: "the establishment of product brand is directly related to society, economy, humanities and politics. China is moving from price to value. After nearly 40 years of reform and opening up, people have developed from the needs of survival to the demand and pursuit of today."

"China has always been a big producer of clothing, and the country has always encouraged the development of domestic independent brands, which has obvious advantages over foreign brands."

Jin Ying said, and domestic independent brands do not need high taxes and pportation costs, and the same quality goods can also have a slightly advantage in price.

At the same time, Jin Ying pointed out that Chinese fashion designers will have a better understanding of the shape and lifestyle of Chinese children, and can make more suitable products according to the needs of domestic children.

Shen Yong also gave a similar view. He stressed that domestic enterprises have a better understanding of the national conditions, humanities, environment, economy and other comprehensive conditions. Combined with the Internet Express, it is more conducive to the development and upgrading of brands.

In addition, Xu Junlong further indicated that the domestic brand of children's clothing not only has the advantage of interaction with the consumer terminal, but also can be used to spread the brand culture through the animation and cartoon marketing, network marketing, fast fashion marketing, experiential marketing, customized marketing and other integrated marketing tools, so as to enhance the brand image.

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