Children'S Clothing Industry Entered The Shuffle Period. "Single Focus, Multi Brand And All Channels" Became Winners.

The ever-changing children's wear market has brought various opportunities and challenges: some brands are getting warmer, some enterprises are not performing well, and the overall differentiation characteristics are more obvious.

The decline of traditional children's clothing enterprises

Tick tick was bought by PEAK, and the development of Mamie Marka, red boy and other brands were at a standstill stage.

Children's clothing, the old market "blue ocean", with the entry of many industrial funds, became a "Red Sea" in the past few years.

The traditional brand of children's clothing has stopped for a spurt of growth for the "horse race enclosure", "grab the land market" and "listing dream". They also hired a design and marketing team at a high price, and drastically changed their efforts.

There are three main bottlenecks in traditional children's clothing industry at present: first, the industrial advantages are being cut down.

The traditional Quanzhou children's clothing enterprises are mostly processing enterprises. Their operation is in the traditional wholesale mode and extensive development. They are all at the bottom of the value curve.

The two is the lack of core competitiveness of products, unable to keep pace with the upgrading of the consumer market. R & D investment, upgrading of terminal stores and brand tonality are related to the core competitiveness of products, which is the short board of most traditional children's clothing enterprises.

The three is the lack of industrial reproductivity. The vast majority of children's clothing enterprises extend and expand to the related fields.

New pattern of diversified market

Sports brands, fast fashion brands and casual wear brands want to share a cup of cake in the children's wear market.

Because the overall size of children's wear brand in the domestic market is too small, and the industry leader brand has not yet been determined, it has given the sports brand huge market space, coupled with the liberalization of the second child policy and the further expansion of the market. Around 2015, many adult sports brands regard children's clothing as one of the important strategies of the group.

As the local sports brand that pioneered the children's wear market, Anta's ANTA KIDS and FILA KIDS have been doing well.

Anta has continued to improve the layout of multi brand matrix, and has acquired the famous brand of children's clothing brand KINGKOW (Xiaoxiao cattle) in Hongkong, opening up the multi brand strategy of children's sporting goods market, covering professional sports to mass sports, from high-end leisure to urban strides, meeting the needs of different consumers.

In fact, not only sports brands covet children's clothing industry, fast fashion brands, UNIQLO, ZARA, GAP, H&M, but also casual wear brand Semir, Taiping bird, Metersbonwe, Jiangnan Buyi and so on want to share a cup of soup in children's clothing market.

Whether Anta or Semir, more and more enterprises have acquired diversified and rich children's clothing brands from the public to the high end through mergers and acquisitions. They have the ability to enter and operate in major Asian markets and other international markets, and have a global supply chain layout.

Initial formation of brand tier

It is understood that China's children's wear industry has three major plates, namely, Zhejiang, Fujian and Guangdong, and the 20 Chinese children's ten brands also show from one side that children's clothing is still in a highly dispersed and competitive stage.

Many adult brands extend to the field of children's wear.

At the same time, due to the advantages of adult brand channels, brands and resources, the children's clothing business of adult brands is threatening. The brand of traditional children's clothing in Quanzhou has been greatly impacted.

Relatively speaking, clothing enterprises do not have much difference in operation mode, purchase, brand operation and management.

Moreover, the capital of cross-border enterprises is relatively strong and can be quickly laid out and expanded.

Indeed, regardless of luxury brands, fast fashion brands, sports brands are stepping up efforts to layout children's clothing market, children's clothing has become a new hot spot in the clothing industry.

At present, the children's wear market in China has entered a fast growing period, but the scale of children's wear enterprises is generally small, and the market share and competitiveness of individual brands are limited.

However, the brand structure is also taking shape. Monopolistic National Children's clothing brands and strong regional brands will soon emerge.

Industrial pformation effect highlights

The children's clothing industry is currently the focus of competition in the textile and garment industry. Any enterprise wants to win the top job in this industry. In addition to mastering the change of the personality needs of the new consumers, it also needs to monitor the future development of the industry in real time.

In recent years, with Semir, ANN, Lining, Anta, Pacific bird, Metersbonwe and other enterprises in the children's wear market constantly layout, product diversification, brand diversification and market segmentation development pattern is also clearly presented.

Transformation to brand retailing

"Single focus, multi brand, full channel" brand retailers will become the industry winners.

At present, children's wear industry has become a popular sector. With a series of continuous investment in overseas high-end clothing brand acquisition and independent research and development, sports brand has already made a good start, innovative marketing and deepening consumer experience have become the force of the moment.

Brand integrated marketing has become a trend. Children's clothing brands should not only interact with consumers through terminals, but also integrate brand culture through Internet marketing, experiential marketing, customized marketing and other means to enhance brand image.

With the full arrival of domestic consumption upgrading, the new retail mode with "new experience, new play method and new mode" as the core has been increasingly sought after by consumers, thus sweeping all walks of life.

Optimization of supply chain

Constantly improve the design ability of products, adopt advanced management methods to reduce costs, and optimize the supply chain of all links.

Children's clothing industry is the focus of the competition in the textile and clothing industry. Any enterprise wants to get the top priority in this industry. In addition to master the changes in the personality needs of emerging consumers, it is also necessary to monitor the future trends of the industry in real time.

The changing market of children's clothing has brought various opportunities and challenges. Both traditional children's clothing and brand of all channels are quietly promoting various changes and upgrading.

Children's clothing enterprises have been carrying out pformation in two aspects: inside and outside, vigorously carrying out product optimization and supply chain reform and integration, improving internal control, carrying out meticulous management innovation, reducing production costs, developing e-commerce on the outside, accelerating mergers and acquisitions, and implementing multi brand strategy.

In the process of seeking growth, some people came out of the ground after a low-key brewing, but more often after they shouted their arms.

Like the adult clothing plate, the shuffling period of children's wear plates has arrived. When the tide hits the sand, only a truly strong brand can withstand the wind and waves.