The Market Share And Market Concentration Of Domestic Children'S Clothing Are Still Very Low In The Era Of "Entering The Country And Leaving The Ocean".

Wearing Bosteng, pedal back, drinking Tsingtao Brewery...

Do you think it's back to 80s and 90s twentieth Century? Actually, it's not, because they still have HUAWEI phones in their hands. These single items are all popular in 2019.

In 2018, known as the first year of the national tide, Yang Deyong, the founder of maternal and child industry observation, once said that in the 2018 cherry awards, with the upgrading of manufacturing industry, the iteration of the quality of Chinese products and the rise of consumer confidence, the rise of milk powder, diapers or other products in 2018 is all too obvious.

The data we see, the new generation of mothers are no longer blindly pursuing some big foreign brands. They pay more attention to price performance and pay attention to some products with better quality, not just focusing on big brands.

Although the domestic brand of children's clothing has been rising for nearly two years, the market share and market concentration of domestic brands are still low from the data point of view.

If we want to further occupy the market share of domestic children's clothing, we must understand what the real lack of the brand is.

I. lack of design

China's children's wear designers are extremely scarce, and brands do not have their own characteristics. They copy each other severely and cannot form their own brand characteristics.

Local children's wear brands lack market professionals and lack of investment in outsourcing.

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, price is not directly proportional to quality.

Although children's clothing is non-standard products, it also has certain auditing standards in pH value and coloring degree. Many children's clothing quality problems are frequent.

Now many brands are tightening up in the high-end market, clothing prices and quality are constantly improving, but the quality control can not be perfect.

At the same time, factory rents and workers' wages are soaring to the cost of children's clothing, resulting in a direct proportion of quality to price.

Four, 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.

In the United States children's clothing enterprises in China do well, Zara, HM are adult clothes have paved the way for them, children's clothing as a secondary line can be trampled on the experience of the predecessors to survive.

Five, brand lacks label

The consumption demand of children's clothing in China has maintained a rapid growth, but the children's clothing enterprises in China are relatively short of competitiveness. In recent years, foreign brand children's clothing has occupied a considerable market share, almost 50%, while the domestic brand of children's clothing is still very small in the market share, only 30% left and right; the other 70% enterprises are in a state of no brand.

Six, lack of publicity and marketing

Because of poor brand awareness or poor level of operation brand, children's clothing industry in China has been in a state of low-grade competition.

The design is casual or crude or even ugly, which makes people feel very bad or not deep; lack of publicity, low brand awareness, so far, the general public can not count out a few big brands; individual brand advertising, it is only put on the investment website and so on, rather than for consumers to fundamentally shape the brand, the terminal is promoted without the brand to pull the sales force.

Meticulous operation is the key today in the continuous bright market of domestic goods.

Standing at the draught of the rise of domestic goods, we must constantly improve our internal strength, identify market demand and find ourselves inadequate.

The children's clothing market in the future must be the world of Chinese products, so we can see who can stabilize their advantages in the draught.