In The Eyes Of Children'S Clothing Market, The Market Of Fragrant Pastry And Meat Has Become A Battlefield, And The Home Of Hai Lan, Semir And Anta Are Stepping Up Their Expansion.

Children's wear

Then became the new battleground of traditional retail clothing brand: Andre fashion and overseas brand cooperation.

Children's clothes are in fashion.

"2017 infant and children clothing consumption safety situation survey report" shows that the purchase frequency of the top three consumers in the large and medium-sized urban consumer groups is: the mother shop, the network platform and the department store counters are 71.22%, 46.35% and 45.08%, respectively.

Offline stores are still the main shopping places for consumers to choose. Children's clothing market has become a new battleground for traditional retail clothing brands.

Ann fashion: Marching overseas

Yesterday, an honest fashion director, Tan Cai Cai, said: "from women's clothing to men's clothing, intensive farming for 7 years.

It takes time to cultivate brands, and both endogenous and extensive mergers and acquisitions will take into account.

For example, children's wear brand plans to cooperate with overseas brands, the opportunity is ripe for reverse takeover.

With the stimulation of consumption upgrading to the consumer market, mass consumption is gradually losing its attraction. Personalized consumption that can meet diversified consumption needs is increasingly favored by the new generation of consumers. The single product line and brand lacking brand identification are very difficult to survive for a long time.

According to Tan Cainian, Ann is always expanding product categories, and this year we need to expand the brand of children's clothing.

It can be seen that the development of children's clothing brand and the opportunity to enter the overseas market, the positive fashion is implementing its differentiated and complementary multi brand operation as the path, through the extension strategy of product line and brand line.

To create a fashion industry group, the positive fashion shows that we must take the road of internationalization.

To expand the overseas market with children's wear brands, first adopt the "going out" strategy in the brand management of children's clothing. I wonder if An Zheng's fashion is confident in everything, or is he walking across the river with a feeling of stone?

XTEP: cautiously expanding children's clothing business

In 2017, XTEP's revenue fell 5.2% to 5 billion 113 million 400 thousand yuan, and gross profit was 2 billion 244 million 500 thousand yuan, down 3.7% compared with the same period last year. Gross profit margin climbed to 43.9% in fifth consecutive years, while net profit fell 22.7% to 408 million 100 thousand yuan.

By the end of 2017, XTEP had 250 children's shops, and its revenue contribution was very small.

XTEP has attributed the decline in its performance to the adjustment of children's clothing business.

XTEP said that the number of children's clothing stores will increase from 250 to 400 this year, and it is optimistic that the sales of children's clothing business will increase by 50%.

XTEP can be described as "children's clothing, children's wear", poor performance, children's clothing business, good performance, children's clothing business is high hopes.

XTEP's being cautious is eating wild expansion.

In 2015, XTEP children's wear sales point expanded rapidly throughout the country, with a total of 600 stores.

In 2016, a large number of shops were shut down and 350 stores were shut down.

XTEP's stores are weak in operation, and shutting shop stops is also a rational choice.

Children's wear

Showing a highly dispersed feature, and competition is particularly fierce, everyone wants to share a cup of children's clothing market, XTEP in 2018 cautiously expand children's business.

tradition

Retail brand entry children's clothing market is busy and busy. If you want to root well, it's not easy. With the invasion of foreign brands and the competition of local brands, the threshold and cost of children's wear industry are constantly improving. Therefore, the competitive ability of XTEP, which is positioned as sports brand, is very weak in children's wear industry.

Children's clothing market such as ADI, Nike, such "strong" forest, domestic sports child clothing brand if want to highlight the siege still need to practice the competitive ability.

Semir: confirm your eyes with the strong

In March of this year, Zhejiang Semir apparel Limited by Share Ltd (hereinafter referred to as Semir) announced the long-term strategic cooperation with THE CHILDREN 'S PLACE, the most professional children's clothing brand in North America. Semir will develop and operate THE CHILDREN S PLACE business in Greater China through direct channels, retailers and e-commerce channels.

According to China's clothing network, THE CHILDREN S PLACE is the first professional children's wear retailer in North America. It operates 1200 direct outlets and licensed distribution centers in 22 countries such as the United States, with an annual revenue of more than 12 billion yuan.

Semir and the strong reached a deep synergy and cooperation strategy, to expand Semir children's business, consolidate and strengthen Semir's leading position in China's children's wear industry will play a strong role.

Ann: we plan to shop a large number of shopping centers.

In June 1st last year, he launched a massive expansion of shopping centers in the capital market.

It is understood that as of November 2017, the number of shops has exceeded 1420, the direct battalion accounted for about 2/3, and accounted for about 1/3, of which 160 were direct shopping center stores.

70% of the stores are in a second tier city, and 30% of the shops are in three or four tier cities.

Anne said that in the future, the shopping center store will be actively expanded, with an annual increase of 50-80 stores.

For his own sales expectations in the children's clothing market, he said he expects 2018 sales to exceed $1 billion for the first time and add 295 stores in the next three years.

Domestic brands "highlight tight encirclement" when refusing to imitate

China's consumer market has always been a battleground for the military. Therefore, many traditional clothing enterprises have made great efforts to tap the market of the industry by means of pformation, layout and acquisition.

In October 9, 2017, the family of Hai Lan earned 44.0039% stake in Ying Shi Baby Products Co., Ltd. with its own capital of 660 million yuan, and strives to make efforts in this field. In the same month, Anta put the children's clothing brand Xiao Xiao's income pocket, betting on the high-end children's wear market again, and constantly improving the market segments of children's clothing. Anta's total body weight last year was close to 2 billion yuan, accounting for nearly 15% of Anta's 13 billion 350 million yuan annual revenue. As of June last year, Anta's independent children's wear shop increased to about 2100.

According to statistics from relevant authoritative organizations, the scale of children's wear market in 2018 is expected to reach 194 billion 100 million yuan. At present, the children's clothing industry in China is in the growth period of the industrial life cycle. The traditional Chinese retail clothing enterprises are not strong enough to make efforts in the field of children's clothing, and there is a certain gap between product design, brand promotion and other international brands such as ADI Nike. If the domestic children's wear brand still walks on the road of imitation plagiarism, then the "tight encirclement" period can not be expected.