The Biggest Challenge For Children'S Clothing Market Is Not Brand, Not Money, But A Grasp Of The Trend Of The Industry.

From Baleno in the past to Giordano in all ages, fashion is fast.

Rapid rooting and germination not only revitalize the traditional livelihood industries, but also benefit countless brands and manufacturers.

Fast fashion, like its name, comes in haste and haste.

Yesterday or

The tide maker may be replaced by other styles today.

Clothing is the most intuitive embodiment of this fashion. From the Baleno to the young and old Giordano, fast fashion has sprouted rapidly in the garment industry. It not only revitalized the traditional livelihood industry, but also made countless brands and manufacturers benefit from it.

However, in recent years, due to overcapacity and homogenization of goods, competition among garment enterprises is becoming increasingly fierce.

Not only did customers and Metersbonwe drop down the altar, even del Hui and JEANSWEST were equally unlucky.

On the one hand, the fast fashion in the field of clothing has been completely defeated; on the other hand, Amani, Fendi and other top luxury brands have found a unique line of children's wear.

There is no doubt that children's clothes are more imaginative than adults' specific styles.

In 2001, DOLCE&GABBANA, a luxury brand in Milan, joined.

Series, by combining fashion elements with children's innocence, shows the multiple elements of daring to take risks and advocating nature.

In December 2016, the French fashion brand GIVENCHY (Givenchy) announced the launch of children's wear line in the autumn of 2017, and formally entered the field of children's wear.

The creative director, RiccardoTisci, operates in person. The products include infant clothing under 3 years old and 4-12 year old boy boy wear.

Looking at the domestic market, relying on children's clothing to achieve counter attack clothing brands are also rare.

Semir, a local clothing giant, is one of them in Zhejiang.

Semir clothing was founded in December 1996, and Barbara children's clothing is the independent brand derived from its business after 5 years.

After years of development, the market value of Semir has exceeded 25 billion, and has become a leading industry leader. Balbala has taken an absolute advantage in the children's clothing market and has been the first in the domestic market for many years.

Data show that the Barbara brand children's wear shop has developed from 110 in 2003 to nearly 4000 in 2017, which has nearly 36 times in 14 years, and is still in an increasing state. The shopping center layout is earlier, the number of stores is more than 1000, the location of shops is good, the sales of shopping malls are ranked the best.

By the end of 2016, Barbara realized a breakthrough of 5 billion revenue by a year-on-year growth rate of 26.52%, accounting for 46.88% of the total revenue of Semir group.

In the first half of 2017, Barbara achieved a 24.97% year-on-year growth rate and achieved a 50% break in group revenue. It became the pillar industry of Semir group.

Barbara has created a miracle in the children's wear industry. Its success has also led to more domestic enterprises starting to nugget children's clothing market. Metersbonwe, Kangnai and even Wahaha have some layout in the field of children's wear.

Even so, at present, there is no child clothing company in China that can achieve billions of revenue.

Accurately speaking, even the first balbara market share is only 4%, the rest of the children's clothing brands are around 1%, some even less than 1%.

There are few famous brands and good quality products. This is a common problem in the domestic children's wear market. It seems that the threshold is very low, but actually it is facing such a requirement.

How to break the deadlock has become the top priority in deciding the future development of children's clothing enterprises.

After a long period of exploration, enterprises choose to implement roughly two kinds:

First, from its own initiative, horizontal development, enhance brand personality, create and shape the value of brand intangible assets.

Taking Semir clothing as an example, apart from children's wear, balbala's industrial layout has identified two directions: first, children's education.

In February 3, 2015, Semir signed a purchase agreement with Hongkong Rui Zhi group. It purchased 49% stake in Yu Han (Shanghai) Information Technology Co., Ltd., which was purchased by Semir fashion, and the total price was 70 million yuan.

The two is children's culture.

In 2013, the company invested 104 sets of animated cartoons "happy dreams". At the same time, it created the "dream many" children's cultural and creative brand, and intends to vigorously develop the cultural industry.

Two, embrace heating, integrate supply chain, and create competitive advantages.

In recent years, Chinese enterprises have launched overseas acquisitions and acquisitions, such as good children's international acquisition of WP Evenflo Group Holdings, Inc Inc.

Acquisition of South Korea's largest children's brand Agabang&Company shares.

2017, China

The market size is more than 150 billion. Under the influence of "two child" policy liberalization and consumption upgrading, as a big cake in the clothing industry, children's clothing carries too much hope and expectation.

In the final analysis,

The biggest challenge is not the brand, nor the capital, but the grasp of the trend of the industry.

Compared to adult clothing, children's fashion is relatively weak, which requires businessmen to accurately grasp the change of consumer preferences, whether luxury or fast fashion, waiting for the front is a more brutal battlefield.