Tide Mother Leads The Tide Child Economy Upmarket Children'S Clothing Market Starts To Welcome The Explosive Growth.

For every big brand of the new limited amount of money, every day the street wear and wear should be carefully selected, when such a group of aesthetic, consumption power online double tide male tide female began to become parents.

Consumption is starting to change.

Especially in the two generations of all the stars and girls, wearing all kinds of first-line brand diminished version of clothing, appeared in various street shooting and reality shows, their wear and wear also provided mothers with many learning models. When tide mothers increasingly wanted to extend their fashion taste to children, the tide boy economy came into being.

But in the moment,

The field is a market far less than the demand. On the one hand, there is a lack of children's brand with design sense in China. On the other hand, the international brand stores are scarce in China, and the price is much higher than that of foreign countries, which makes many mothers have to look for purchasing agents.

As a result of the relatively limited production of first-line brands, sometimes it is difficult to buy some explosions through purchasing agents, and the purchasing market is also mixed.

As a result, some buyers began to try to take some of the big international children's clothing into the country by directly taking the brand from the brand, while helping the big brands expand the domestic market, and to give consumers more reasonable and richer products on the other side. C marose, founded in Cannes in 2015, is one of them.

Tide mother leads tide child economy

In the past long time, fashion and children's wear didn't overlap much. Most of the hard-working housewives believe that children have been growing up and there is no need to buy too expensive children's clothes. Therefore, a set of cartoon and colorful basic funds can meet the needs of most mothers.

Before that, children's clothing has always been regarded as an unprofitable business. In order to meet the needs of children of every age group, a children's clothing often involves nearly twenty sizes, which means a large number of stocks and low profit margins. At the same time, the market does not buy too much children's clothing, which makes children's clothing a business of losing money.

The turning point of the global children's wear market appeared around 2010, and the millennial generation began to become parents. They had more aesthetic pursuit and more consumption power. They agreed on the dress and clothing aspect. The taste and style of wearing clothes was an externalization of the inside. A coat needs to be matched with a bag, and the children at the side must have their own fashion taste.

So, in recent years, high-end.

Beginning to usher in explosive growth, data from BOF show that the total sales of children's clothing in 2015 exceeded one trillion yuan.

Sharp brands also smell business opportunities and start making children's clothing.

In 1967, the launch of children's wear product line Baby Dior should be the originator of luxury children's wear. After that, a number of big brands began to launch their own children's wear accessory cards. However, most of these attempts were experimental, and the purpose was to cultivate the next generation of potential consumers for the brand.

It was not until 2010 that the global children's wear market was officially launched. A large number of first-line brands began to join the children's clothing market. For example, in 2010 and 2011, children's brands Gucci, Burberry and Chloe were launched. After 2012, D&G, Fendi, Moncler and Ferragamo poured in, and there were Givenchy and Balenciaga that had just entered the children's wear market.

However, compared to adult clothing, these brands of children's clothing is still relatively limited in the global coverage. C marose, who saw this opportunity, has opened stores in some cities that have not yet been covered by the brand. In July 2015, it opened the first direct line store in Cannes, France. Later, in order to make up for the shortage of the shop's expansion speed, the online shopping mall was further expanded in March 2016.

It is worth mentioning that, unlike many buyers who get goods from dealers or stores, C e marose is directly cooperating with brands, which means that C marose can get lower prices and a more complete style.

Jia Yibo, founder of C marose, told the titanium media that the reason why they would start the high-end children's clothing business is to see the current market outburst and the mismatch of supply and demand. On the other hand, some members of the founding team have been engaged in the work of the relevant brand buyers. The major brands will participate in the new product orders every season. They can not only grasp the fashion trend ahead of time, but also have many resources in the brand.

From Europe to China

After a year in Europe,

Begin to enter

In September 2016, C e marose built warehouses in China, and launched Chinese APP in December 2016. In 2017, it began to open stores in Changsha, Changzhou and Beijing.

Why did a Chinese team start from the European market?

Jia Yibo said that when C AI marose chose to do the market, the first thing to value is where the market is more hungry, and the rise of China's high-end market is lagging behind the foreign market. Secondly, some brands have entered China through the form of Direct stores in the early years, but they are very cautious when they enter the Chinese market again. They also delay the time for C marose to enter the Chinese market.

The rise of high-end children's clothing in China is probably around 2013. Compared with the foreign market, it has been several years late. In France, the famous high-end children's clothing brand Bonpoint has entered China from 2004 to 2012, but there are less than 5 stores in the country, and since 2013, its opening speed has begun to accelerate, so far there are 16 stores.

In the major shopping malls in China, we can also see more and more famous brands of children's clothing, such as Little MO&Co, EP kids and JNBY by JNBY.

Before that, the children's clothing market is very much like the women's clothing market twenty years ago. Most of the market is a low-end brand which has no professional design team, and only relies on factory designers to simply print the batch.

At the same time, shopping malls are also expanding the area of children's area. As the highest sales department in Beijing, SKP went through two children's wear areas and renovated from 2014 to 2017.

This series of changes is mainly due to the outbreak of domestic children's clothing mentioned above. Data from BOF show that in the Asia Pacific region as an important high-end children's clothing market, children's clothing consumption in 2015 reached three hundred and thirty billion yuan, and it is expected to reach four hundred and eighty-eight billion yuan by 2020.

It is worth mentioning that by comparison, the new generation of young people born after 90 years will have more consumption power. "Observing our consumers will find that maybe 35 year old mother has more property, but her consumption intention is not as strong as that of her 20 year old mother."

Jia Yibo said.

In his view, this phenomenon may originate from the different backgrounds of growing up. The people born after 90 years have not experienced wars or experienced economic recession. At the early stage of their growth, most of their families have already completed their wealth accumulation and have not experienced the stage of reducing their clothing and clothing, so this generation of young people will be more open in their consumption concept than the previous generation.

With such young people becoming parents and becoming the mainstay of children's wear, children's wear brands are also making money.

As the first brand of children's wear in China, the brand of Jiangnan cloth has gained a good performance growth from the layout of children's wear matrix.

The first financial year after the listing of Jiangnan cloth clothing shows that its brand JNBY by JNBY 2017 launched in 2011 was 290 million in revenue in the first half of the year, increased by 44.8% in comparison with the increase in the ratio of the first half of the year, and the youth brand Pomme de terre launched in 2016, and 13 million in the first half of 2017. The two plus contributed 12.6% of the revenue for Jiangnan cloth and clothing.

How to buy online and offline full coverage buyers?

Although domestic brands are beginning to wake up, they are pushing the children's clothing market. But the high-end children's clothing market in China is still in short supply.

Often in some communities, the tide mothers ask where a children's clothing is bought, and some explosive money is out of stock again.

In order to seize these tide mothers, C e marose's strategy is to ensure the supply of goods as much as possible and the whole product at the top end of the brand through close cooperation with the brand. At the same time, we attract consumers through the exclusive brand in the middle end brand. In addition, according to Jia Yibo, C e marose is seeking to further enrich the brand matrix through acquisition.

The full coverage of the online and offline scenes is also the focus of the current layout of C marose. One interesting thing is that there are great differences between the two development paths of C marose in foreign countries and in China.

Speaking of the question, Jia Yibo said, in fact, C e marose's goal from the beginning is to cover all the lines and lines, but there are some restrictions in the two markets both at home and abroad, leading to the end in the order of the results.

Abroad, the line has always been

The area that the industry is best at, how to shop and manage, what kind of area the store should be, how big the windows are and how well the brand is, so when the stores reach the expectations of the brands, they will soon be authorized.

But entering the online industry means opening up to the global authorities. Some brands that are very concerned about their own image will be more cautious. Only by continuously establishing trust in online offline cooperation, will they be able to join them online.

The limitation in the domestic market is that some brands that have entered the country have already set up a complete pricing system in China. Because of the high cost of channels in China, many international brands are much higher than those in the domestic market, and the way to bypass the price system is through online selling (through cross-border trade).

In addition, site selection is also a major reason for slowing down C marose's opening. There is a high demand for C site marose. Before the shop is opened, the company will send someone to inspect the target sites, including the flow of people, the number of families, the number of children, and the age.

At present, C e marose mainly develops stores in cities with strong consumption intention and consumption power. Its online stores can be divided into two types: brand stores and buyers' stores. According to Jia Yibo, next month, C e marose is about to open a brand store in Beijing SKP. At the end of this year, C e marose will open a buyer shop in Beijing.