Brand Enterprises Have Bet On The "Bustle" Behind Children'S Clothing Business.

?

On the eve of children's day, local enterprises invariably wear children's clothing.

The movements are frequent.

A few days ago, Jamie bear's first light luxury experiential store opened in China, marking the march of the Jemi bear into new retail.

At the same time, the theme activity of "361 Jurassic world 2" is going on.

The "bustle" of the market is not just a local business.

Not long ago, Semir spent nearly 900 million yuan on the acquisition of European high-end children's wear Kidiliz group to further increase children's clothing business.

Insiders pointed out that whether they are more particular about the experience of children's clothing stores, or pay more attention to the thematic activities of communication, or the big moves of brand enterprises, they all explain that with the "80's" and "90's" becoming the main force of consumption, enterprises and markets are changing around them.

Today, compared to the adult clothing market, children's clothing market is full of gunpowder, and the real contest is just beginning.

A few days ago, Jamie bear's first light luxury experiential shop opened in China. This set of shops that eat, drink, play, enjoy and buy together has designed a water bar area on the store's set up, and has truly realized the new retail mode of shopping, entertainment and social interaction. It also extends the brand IP to dolls, pillows, mobile phone shells, notebooks, cups, backpacks, hoops and other products, so that products can be integrated into the life of consumers. It has not only promoted the image level of Jamie bear brand IP, but also fits the new consumption environment.

Su Congbao, general manager of Jamibare, said that in addition to providing the most comfortable and healthy European style shoes and clothing products, Jamibare's children's shoes and Chao Tong brand Yuki So children's clothing were always optimized for the children, and the Chinese children's physical characteristics and dress characteristics were optimized and integrated. A series of products suitable for Chinese children aged 1-16 were designed and creatively integrated into the most creative parts in the field of children's intelligence, animation and fashion through magic games.

Abandon the traditional shop's single sales mode, switch to the diversified store image, gather the functions of shopping, entertainment, social interaction and leisure into a space, create a new user experience, and meet the diverse needs of consumers.

In the new retail pformation and upgrading Road, Su Congbao believes that enterprises should be based on the full insight into the market of children's clothing, explore the habit of consumer shopping, apply the idea of new retail, resonate with consumers in spirit and emotion, and create a new social experience of children's Experience Hall.

Children's clothing industry attaches great importance to the sense of consumer experience, ROOKIE walks in the forefront of the industry.

It combines Nike, Jordan, Converse, Levis and Hurley to create a one-stop shopping platform in the international brand children's wear integrated store mode.

The logic behind Chen Jiang, managing director of ROOKIE brand Yongxing Dongrun, is that it hopes to integrate multiple styles of brands at a single terminal and provide convenient services for parents and children to purchase children's products.

"The era of selling products is already over. The competition in children's clothing market is very hot. If we can not meet the real needs of consumers, enterprises will be eliminated sooner or later."

Insiders pointed out that in recent years, the "one-stop" shopping mall for children's products and the experience museum have come up with evidence, and the theme activity under the "361 Jurassic world 2" recently launched is also hoped to further deepen the experience with consumers.

In addition to experience shops, brands also carry out related activities around the interaction with consumers, and Anta children do a lot of action in this area.

Previously, Anta children and McDonald's worked together to create the fourth "running for AI wheat", and worked with tuniu.com to organize a wonderful snowy journey for parents and children.

Through a series of market communication, Anta children try to establish emotional ties between brands and consumers through the brand positioning and consumer communication strategies that are interesting and professional, emotional and rational, and create brand professional image and enhance the role of merchandise.

Playing the cross border children's clothing market is more subdivided

Whether it is to create experience shops or to organize activities related to "experience", all kinds of actions of enterprises are actually carried out around the changing consumer groups.

Constantly changing markets.

"With 80's" and "90's" becoming the main force to establish family and raise the next generation, and also the main group in this wave of "children's consumption upgrading", brand children's clothing is easier to get a new generation of parents' favor.

China's children's wear industry will usher in a new development opportunity.

Chen Jiang pointed out that the high demand for children's clothing encouraged children's clothing to become a more mature clothing market like women's wear and men's wear.

When children's clothing market is partitioned to a certain extent, children's clothing consumption needs to further upgrade, and more market segments will be developed.

In the past, children's wear market is mainly leisure oriented. In recent years, children's fashion market, fashion trends, professional outdoor sports and smart children's wear have been testing water.

The children who enter the office first decide on the market pattern of children's clothing, and the finer children's clothing will become more benign after entering the Bureau.

Over the past ten years, Anta children have grown at a high rate of compound growth, and now have more than 2000 stores and millions of members in the country.

Last August 19th, Anta's children's clothing brand Anta children released a new cooperation with Hello Kitty, breaking the boy dominated strategy to the "war" potential of the girl market. Last year, Anta children also launched a series of brand cross-border cooperation products, including popular Mini corps, Hello Kitty, and the movie series of the stolen baby daddy, which are well received and appreciated by consumers.

Similarly, men's clothing brand GXG's children's clothing brand gxg.kids also has many attempts to cross the border with the trend elements.

In 2016, gxg.kids launched a joint venture with South Korea's YG bear KRUNK. In 2017, it co operated with the pop artists RON ENGLISH to launch a stylized Cooperation Fund.

Insiders pointed out that China's children's wear market has entered a period of rapid growth, but the scale of children's wear enterprises is generally small, and the market share and competitiveness of individual brands are limited.

At the same time, the change of consumption demand leads to increasingly complex competition components, and the market competition pressure accelerates the deep subdivision of children's clothing market and narrowing the market space of single brand.

Under such a big background, children's clothing enterprises must have innovative thinking to meet challenges and dig deep efforts.

The brand form echelon mode from the aspects of region, grade, style and so on.

In this regard, children's clothing enterprises must be precise positioning, clear brand development direction.

The front-line market will divide the world with domestic strong and competitive local brands and foreign high-end brands, so as to break the current pattern of foreign brands' dominance in the first-line market; the two or three line brands will be dominated by local brands or regional brands with unique scale; wholesale markets will have wholesale brands with excellent quality and brand image.

Great potential, real contest begins.

Behind the frequent movements, there is no doubt that the potential of children's clothing market is obvious.

Many enterprises have tasted sweetness in this remarkable market.

Last month, 361 degrees released 361 degree children's clothing 2018 winter order meeting results.

The bulletin shows that the order value of the order meeting of the 361 quarter children's clothing in the fourth quarter of 2018 (calculated in wholesale value) reached the ideal result of the increase in the number of units per year. The growth of the order value represents a continuous improvement in the sixteenth quarters since the first quarter of 2015.

Orders for footwear, clothing and accessories accounted for 38%, 60.6% and 1.4% of the total orders in 2018, respectively.

361 degrees, the growth rate of children's clothing is already higher than that of the main brand business. This sector will also become a new growth bright spot for the group in the future.

"Because children's clothing is rigid demand, the growth potential of children's clothing market is unlimited. The group will continue to rely on its leading industry position to vigorously develop and promote the high growth of children's wear plates."

Not long ago, Semir spent nearly 900 million yuan on the acquisition of European high-end children's wear Kidiliz group to further increase children's clothing business.

The online channel Taobao is also lively, according to the data provided by Taobao, as of March 2018, the platform has 1700 designers in Taobao set up children's wear shop.

It is not easy to earn a full pot.

Previously, this

The old "tick" was forced to accept PEAK's merger because of poor management.

In this regard, the industry pointed out that not only to see the cake is very large, children's clothing market is very cruel.

In fact, the smell of gunpowder in children's wear market has been strong.

Sports brands such as Nike, Adidas and local brand Anta already own their children's wear product lines. Clothing brands such as Taiping bird, Jiangnan Buyi and GXG also sell children's clothing, and several popular fashion brands including UNIQLO and GAP. Parents are also expected to bring back some basic hoodies when they go shopping.

On the one hand, the new entrants are ambitious, while the other is the first entrant.

They may have difficult successors or those who will overthrow them.

"Children's clothing craze" looks beautiful, but there are many injuries. "Chewing down" is not as easy as imagined.

The 2017-2021 year China children's wear market investment analysis and prospect forecast report released by CIC pointed out that high and middle grade brands are still the focus of children's clothing sales in cities, especially in large retail enterprises. The advantage of children's wear sales leading brands is not very obvious, and the gap between brands is not large.

Foreign capital and joint venture brand are highly priced, but they are still being sought after in large department stores.

Huge market space

Brand enterprises put forward higher requirements.

The typical "6+1" family structure is appearing more and more. Children have captured the unprecedented attention of the whole society and family, and the children's clothing market has also been pformed from the practical dress that satisfies the basic dress to the fashionable and beautiful brand.

At present, children's clothing in China

It is pforming from extensive operation to large-scale and meticulous operation, from product competition, price competition, marketing means competition to product research and development competition (product strength), brand culture competition (image force), brand service competition (operation power).

Against this background, the market has exposed its cruelty. The survival of the fittest will spread from small and medium-sized enterprises to larger enterprises or brands.

No design advantage, only quantity and quality, and no operation standard or brand enterprise will be spared.