Fill The Gap Of Children'S Fashion Market, Pacific Bird'S Clothing Mini Mini Shop Independently

Taiping bird clothing Mini Peace opened its first single store Mini Mini at Hangzhou Tower.

Today (June 9th), Taiping bird clothing Mini Peace opened its first single store Mini Mini at Hangzhou Tower.

In the space of 45 square meters, nearly 100 SKU are displayed.

Among them, there are many new 2018 summer new products jointly with Disney -- Disney toy general mobilization cooperation series.

"IP joint name has always been an important part of our Mini Peace brand development strategy, after Mini Peace has successfully crossed the Disney series, Xiao Huang, man Wei and other IP, and won good market reputation and performance."

Shi Zhaoqi, general manager of Taiping bird clothing business department, said.

Mini Peace-Mini Mini, the first new store in China, opened Hangzhou Tower

According to the statistics of domestic sales of children's clothing brands in Ou Rui 2016, Taiping bird clothing ranked twelfth, and its revenue rose by 65.91% in 2016.

In 2017, Mini Peace children's wear retail sales amounted to 1 billion 42 million yuan, an increase of 29.31% over the same period last year.

On the other hand, it is not difficult to see that Taiping bird is accelerating the pace of layout of children's clothing market.

After all, our children's clothing market is in the blue ocean period, and no real giant has yet appeared.

01 there is much room for growth in China's children's wear market.

Clothing consumption demand began to pick up in 2017.

According to the National Bureau of statistics, the total retail sales of consumer goods exceeded 36.62 trillion in 2017, an increase of 10.2% over the same period last year.

Children's clothing is seen as a rising star, showing a strong explosive force.

In the "children's wear industry tracking" released by CITIC Securities: the boom is still increasing in competition, and has been mentioned in the "quality and operation" world. In 2016, the size of China's children's wear market was about 145 billion yuan, up 6.5% over the previous year, faster than the 5.1% growth rate of the overall clothing market. It is estimated that the compound growth rate of children's clothing industry in the 2016-2021 years is about 6.3%, faster than the compound growth rate of 4.6% of the overall clothing market; and by 2021, the size of the children's wear market in China is about 197 billion yuan.

Mini Peace-Mini Mini, the first new store in China, opened Hangzhou Tower

"Children's clothing market is now our biggest cake, because the oligopoly effect of the industry has not yet appeared, and every brand has the opportunity to compete for the top brand."

Shi Zhaoqi said.

Shi also listed a set of data. "The top ten brands of men's clothing market basically split more than half of the market, but the top ten brands of children's clothing market may add up to 20% of the market share."

The market concentration of Chinese children's clothing is still at a low level.

Under the influence of the "two child" policy and the escalation of consumption, the development of children's clothing market in China has been further intensified.

After all, because of the high frequency of children's clothing product update, there is a rigid demand in family consumption.

In addition, most of the young parents who are now entering the peak of their fertility are generally the only children born after 80 and 90s. They are generally well educated, demanding higher quality of life, and paying more attention to the concept of childbearing.

At the same time, after a long period of rising income level, the consumption expenditure of children of modern families is based on the wealth accumulation of two generations, which amplifies and promotes the realization of infant consumer demand.

Based on such a huge demand, it is no wonder that all clothing brands have begun to overweight children's clothing, and expand their brand lines and product lines by means of incubation and acquisition, so that they can occupy a place in the children's wear market.

According to the person in charge of Mini Peace brand, Mini Mini takes "health, warmth and temperament" as the brand image, passes the elegant and confident life style, at the same time passes warm happiness and love, and aims to convey the best healthy, fashionable baby and child fashion to children all over the world.

Mini Peace-Mini Mini, the first new store in China, opened for Hangzhou Tower.

In Shi Zhaoqi's view, "now that after 85 and after 90 parents are at the age of 2, smaller children are wearing a conjoined dress. There will be faults in fashion expression. They have shifted their focus from milk powder and urine to clothing, and the market for small friends is still blank."

In the field of fashion, Pacific bird has its inherent advantages.

Founded in 2011, Taiping bird clothing Mini Peace was originally used as "incubator brand" for men's clothing department.

In the early days of its founding, PEACEBIRD's strong channel support, system innovation design capability, mature brand operation and brand recognition of higher consumers laid a solid foundation for the rapid growth of Mini Peace.

On the product, Mini Peace has improved the production process, such as the use of American cotton instead of domestic cotton, opened up a new exclusive production line, and recruited smaller female workers, thus speeding up the operation details such as "roll up sleeves".

At the same time, Mini Peace and PEACEBIRD MEN joint cross-border Disney series, PEACEBIRD WOMEN joint cross-border French designer's paternity series, are for the 80 and 90 after the young parents bring a bright design.

Mini Peace2018 Xia Disney Toy Story mobilization cooperation series

According to Shi Zhaoqi, the style of Mini Peace in 2011 is apart from

The loveliness and sunshine will pay more attention to the application of some popular elements.

5 years later, there will be more peaceful birds and cool DNA. "We have cooperated with children like IP, such as car racing, Xiao Huang, ice and snow, and so on, so that children can be more sympathetic."

In style, you will pay more attention to personalized expression, such as street, hip hop and other elements.

It is worth mentioning that the purchase of Taiping birds are young and new generation of consumers, they have certain aspirations and awareness of fashion, when they form a family, will also let the children to pursue fashion.

The launch of the Mini Mini is also aimed at the parents of the new generation of 85- families born in the 1990s.

They have strong brand awareness and want to build their children into personality, fashion and temperament baby.

And this group of young parents pay great attention to the quality of life and the guidance and influencers of market consumption.

03, insist on optimizing and upgrading channels.

As a necessary tool for brands to seize the market quickly, channel is also a part of Mini Peace.

This explains why Taiping bird clothing will open the first Mini Mini store at Hangzhou Tower.

Under the trend of consumption upgrading, shopping centers, which combine all kinds of brand shopping and eating, drinking and playing together, gradually replace street stores and department stores as the offline shopping places that young people love.

This "entry" will also turn its attention to the Hangzhou Tower of young consumer groups, and there is also an important step for Taiping bird in the channel.

By the end of 2017, Mini Peace had 761 stores nationwide, of which 231 were newly opened in 2017.

In the short run, children's wear

Competition has become increasingly fierce, but the competition pattern has not yet been established, and the concentration degree is also lower than that of foreign countries.

In the long run, compared with other clothing subdivision industries, children's clothing is more stringent for the quality and safety of products. This consumption characteristic determines that excellent children's clothing enterprises are expected to achieve brand value promotion in the precipitation of time and obtain continuous leading edge, and industry concentration is expected to gradually improve, and leading enterprises appear.