There Are Many Children'S Clothing Enterprises. Why Can'T They Get Out Of The Brand?

Why can't children wear brands?

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 authoritative data, in 2017, the scale of children's wear market in China has exceeded 150 billion yuan.

Roland Begg, a global information consultancy, expects domestic children's clothing in 2020.

The scale will exceed 280 billion yuan, and the domestic children's wear market will usher in a more explosive period.

In the context of the slow growth of the adult clothing market and even the trend of saturation, the children's clothing market with bright prospects has become the "fat meat" of the capitalists.

In 2017, Givenchy launched the first series of children's wear. Zara opened the first children's wear and children's wear store in Singapore and London respectively. Gap opened the first independent children's shop in Yintai City, West Lake, Hangzhou.

Domestic brands Semir, ANN, Lining, Anta, Pacific bird, Metersbonwe, MO&Co. parent EPO fashion group launched children's wear brand little MO&Co., JNBY group launched its children's wear brand JNBY by JNBY, etc., have entered the children's clothing.

In order to expand the market share, but why is it not possible to form a children's clothing brand with absolute market share?

I. lack of design

As many brands are rushing up the children's wear line, the DNA is not established by the boss themselves. Besides, Chinese children's wear designers are extremely scarce, and the brands do not have their own characteristics. They copy and imitate each other badly, and can't form their own brand characteristics.

Two, the channel choice is not right.

Many local children's clothing is learning foreign brands, entering the department store, the price is also close, but the product design and brand image is completely hard to match.

The speed of market expansion has reached a more fascination.

Blind expansion of the market brings after-sales service, quality, product updates and so on.

In fact, it is not that there is no good product, but that often good products fail to meet the demand of market share in the stage of expansion.

China is not lack of good children's clothing brand, but lack of children's clothing brand to identify their own market.

Three, the concept of consumption

Many parents in China ask for children's clothing only because the price is low enough, because children grow fast and can not be changed very soon. They think children's clothing is a consumable.

Consumers in developed countries are more sensitive to children's clothing style, fabric safety and comfort, so that the survival space of brand children's clothing is available.

Consumers who get rich first in China will have close consumption concepts in developed countries, but they may believe more in the mature children's clothing brands abroad. It is not a problem that these people want to buy the big international cards that are not available in China. Therefore, it is very difficult to rebuild a children's clothing brand from scratch, and face the competition of the big international brands.

Only when the level of consumer demand is raised and the consumption concept escalated will the industry develop.

Four, price is not directly proportional to quality.

The prices of children gathered in every children's clothing industry are all too fry. Labor shortage has led to soaring wages.

Such a high cost is pferred to the cost of children's clothing, resulting in quality and price is not directly proportional to.

And these costs are still rising, resulting in higher prices, but the quality is getting worse and worse, forming a vicious circle.

For manufacturers, in order to cope with various domestic taxes, logistics, warehousing, publicity and so on, pressure is also needed to reduce costs.

So that a batch of factories died, and another batch died.

If there is no long-term enterprise, how can there be a brand?

Five, industrial chain problem

The United States does have many good children's clothing, but it's not that they don't want to enter China, but they can't get in.

Because most children's clothing brands can't survive without a large group backing behind them.

For example, there is a brand of children's clothing in San Francisco, which, in a year's hearing, has flickered into China and has no ability to protect property rights. They are not only snatch the trademark but also copy it quickly, resulting in a semi permanent exit from China.

On the other hand, Gap, Zara and HM, which are well done in China, have paved the way for them. Children's wear as a secondary line can survive on their predecessors' experience.

The real reason for the high price of children's wear brands?

"Laymen think that children's wear is only a diminished version of adult clothing, so long as the materials are good, plus the cartoon designs that children like.

It's far from being so simple. "

In fact, a good brand of children's clothing will consider children's psychological and physiological needs when designing, and these will undoubtedly increase the production cost of children's clothing.

Design aspect

Because the proportion of children's body is different from that of adults, the design requirements for waist, neck and cuffs of clothing are relatively high.

Fabric aspect

Children are active and active, so children's clothing is good.

It must be durable, durable and easy to wear.

Adult clothing is not so troublesome. Apart from having special requirements, ordinary lifestyle suits will give more consideration to styles, and other aspects are not important.

Security aspect

Children's clothing in China

Color fastness, formaldehyde, pH value and fiber content were all issued mandatory standards.

The children's clothing enterprises must send the samples of textile fabrics to the designated inspection departments before conducting the production safety test before they can be produced.

Adult clothing is sampled again after completion of production.

Technological aspects

Compared with adult clothing, the production process of children's clothing is more complex and the process is longer.

In order to embody children's interest, embroidery, applique, printing, embedding and inlaying are adopted in the design.

However, such technology is very time-consuming and labor intensive, which is an important factor in increasing the production cost of children's clothing.