CABBEEN Launches Children'S Clothing Brand Cabbeen Love To Continue The Idea Of "Subversion Popularity"

Recently, the vice president of the China clothing association, CABBEEN apparel.

The appearance of the brand Cabbeen Love has added a strong fire to the surging market competition.

Insiders pointed out that from the recent movements of the major clothing brands,

Has become a new competitive market, children's clothing market will be the future.

The key to development.

The commercial logic behind it is that the liberalization of the two child policy has further liberalized the share of children's clothing market. For group enterprises, this undoubtedly brings space for their business growth, and also better adjusts and optimizes the layout of their industrial structure.

The brand of "boy" is still intact.

In July 27th, CABBEEN's first children's clothing store Cabbeen Love opened.

This 3-12 year old kid has been customized to continue Cabbeen's "subversion" concept, which includes light luxury, street sports and other style brands.

At the moment when brand companies are generally cautious about opening their shop, Yang Ziming, vice president of the China clothing association and CABBEEN fashion director and art director, revealed that "next year's opening to 200 Cabbeen Love stores or even more" promises to reveal CABBEEN's expectations and ambitions for children's wear market.

Yang Ziming believes that fans of CABBEEN's brand have reached a certain level, and this group of growing fans families are also facing the demand for children's clothing products.

Under the influence of rapid development of science and technology, they are the most creative and cultural generation, and the need for products is no longer conservative.

"We want to be closer to the growing environment of children today, to meet the children's daily dress and different scene needs at different stages of growth, and to show their strong sense of beauty and self assertion in the design and matching of products, so as to help them become fashionable new forces."

In the face of market segmentation, CABBEEN Cabbeen love as an independent brand operation, in the human, design, operation and other teams have done a lot of deployment and preparation.

"Next, we will create a full channel sales model for new retail.

Through a variety of channels to interact with consumers, including e-commerce sites, physical stores, social media and so on.

These channels are integrated into an omni-directional marketing force.

Yang Ziming revealed that Cabbeen Love will work together with the highly popular or well known and vivid cartoon character to create the IP series.

At the same time, we work together with artists from different fields to develop an original theme pattern with brand identification.

Not a mini version of adult clothing.

Although the major brands are covying their parents' wallet, the market still belongs to the growth stage. In other words, the market share of each brand is not high, and no brand has become a worthy market oligarch.

The data of Chi Yan consulting also proved the low concentration of children's clothing market. In 2017, except for Semir's Barbara and Adidas children's clothing, the market share of other brands in the top 10 of the market was not more than 1%, while the figures added by TOP10 accounted for only 11.3% of the total market, while the number of foreign mature markets would reach 30%~50%.

This phenomenon is both an opportunity and a challenge to the latecomers of the market.

"Competition is a good thing. Differentiation is the best way to make the red sea blue ocean."

Yang Ziming knows his brand very well.

He believes that for CABBEEN, the biggest advantage is that the brand has accumulated many years of sticky fans, and CABBEEN's grasp of the trend.

The loyal customer base of CABBEEN brand covers "85 after" to "post-90s". Many "post-90s" are slowly entering the ranks of child rearing force. At the same time, the implementation of the comprehensive two child policy is implemented, and the family life of twins has become the pursuit of "85 after".

Cabbeen Love children's clothing is also the upgrading of consumer demand that matches CABBEEN's loyal customers.

"Besides, we also have advantages in channel development.

CABBEEN's 1000 stores cover all provinces and municipalities throughout the country. We will strengthen cooperation with high-quality commercial shopping centers, set up independent stores for children's wear and upgrade the image of stores to enhance brand services.

The business of children's wear is not to make designers simply make the adults' clothes a mini version.

Despite its rich experience in the field of adult clothing, Taiping bird has fallen into a lot of "misunderstandings" when launching its children's clothing brand Mini Peace.

Children are safe and safe.

"There is no new chance to locate the popular children's wear market. Local brands should take the road of original and personalized differentiated brand building."

According to the insiders, with the rise of "post-90s" and younger consumers, there will be more room for consumers to develop quality and pursue brands in the future.

Subdivision will be an opportunity for children's clothing development in the future.

In this regard, CABBEEN believes that the formation of brand recognition is extremely important.

"Do now

There are many brands, but not many tide makers.

Yang Ziming said that CABBEEN's output of art and design in brand design is just as creative as today's children.

When consumers are in contact with them, they can resonate and feel the curiosity, creativity and opinions of CABBEEN.

"The core culture of Cabbeen Love's brand is" the tide of adults, children wear ", whether they perceive their fashion attitude from their parents, or from our costumes, which we want to convey to consumers.

The homogenization of children's brand style and the quality of good or bad are hindering the development of the industry to a certain extent.

In Xu Jianfeng's view, children's clothing must pay attention to the safety of quality. Consumers are concerned about children's clothing.

The requirements and functionality have raised higher requirements than adult products.

Yang Ziming agreed: "consumers are very sensitive to the quality of children's clothing, and the quality and materials of their products are the parents' greatest concern."

We not only strictly abide by the national standards for the quality inspection of children's clothing, but also extract the market difference from the competing products, and use the high-end handicraft techniques such as embroidery and embroidery, to choose soft and comfortable ones.

To control the quality of products.

Design follows the trend of fashion to create modern and fashionable children.

Series.