Compete For The First Place In The Children'S Wear Market.

Clothing brands come in all directions, and children's clothing market continues to escalate.

The adult sports started to sell children's clothing better than the 31st degree, while the children's clothing business of the leisure brand Semir has already surpassed half of the group's total revenue, and even the underwear beauty city beauty has begun to get involved in the children's wear area.

In recent years, the temptation and importance of clothing brands are evident in children's clothing market.

Indeed, the emergence of the new generation of parents and the arrival of the new wave of newborn children have activated the children's market, and the growth of the garment market has slowed down. As a new demand, the children's clothing market has become a new place for many clothing brands to seek growth.

Children's clothing market "war" from international "burning" to the domestic as early as 1960s, luxury brands Dior and Ralph Lauren have already opened up children's wear market.

Since 2000, with the expansion of Gucci, Fendi and other luxury brands and the development of children's wear product lines, the international children's wear market has been continuously heating up and has become a battleground for luxury brands.

Feel the international wind direction, the domestic clothing brand has begun to set foot in the children's clothing market.

In 2002, Semir group founded the brand of children's clothing, which is not the same as childhood.

At that time, the domestic children's wear market was just growing, and Semir took the lead. After a few years, it became the largest market share of children's clothing in the domestic market.

However, just ten years after Semir launched its children's clothing, ready-made clothes brands have been fighting for the children's wear market in China.

Four major local sports brands, Anta, 31st, XTEP and Lining, have followed the foreign brands such as Nike and Adidas to open up children's clothing business. Local clothing brands such as Taiping bird, Metersbonwe, Jiangnan cloth, seven wolves, and Hai Lan home have landed. H&M, GAP, Zara and UNIQLO's several international fast fashion brands are all present.

Even China's biggest underwear retailer, city beauty, has officially entered the field of children's wear.

According to statistics, more than 40% of retailers in China have developed or planned to develop children's own brand and become the second largest category of sales at present.

At the same time, the luxury brand that had been launched early in the international children's wear market has not disappeared.

Givenchy joined hands with CWF 2017 in autumn to launch children's wear line, Gucci and Japanese artist Higuchi Yuko to launch the theme children's wear series.

Whether domestic or international, children's wear market is not busy.

It is right to say that when a market blue ocean is discovered by everyone, it will soon become a red sea with fierce fighting.

"Buy buy buy" and "big Sheng Xiao" become the mainstream of brand development under the same strategic background of resolutely entering children's clothing market.

For most brands eager to seize the market, the most direct way is buying and buying.

The most representative of this is Semir.

In addition to Barbara, Semir has two brands of dream and Marco, but the two brands are lower than Barbara.

In order to cope with the fierce market competition in children's clothing market in China, Semir began to diversify its brand and develop towards high-end and fashion through acquisition and cooperation.

Semir group has signed a 20 year cooperation agreement with THECHILDREN SPLACE, the first professional children's wear retailer in North America, and has bought all the assets of the enterprise Kidiliz group through its wholly owned subsidiary.

It is worth mentioning that Kidiliz group's business includes Z, Absorba, Catmini and Kidiliz multi brand store business, authorized brand business (mainly KenzoKids, Levi s Kids, Paul Smith Smith 5 brands), other private brand wholesale business and electricity business.

In fact, behind the "buy buy buy" strategy is to cultivate the market through "big and all" brand strategy.

After the acquisition, Semir has formed a more large-scale brand matrix, and it has been more meticulous in the coverage of consumers' all ages and consumption levels.

Besides, the benefits of acquisitions are not only time and cost saving, but also the grafting and integration of resources.

Whether it is THECHILDREN 'SPLACE or Kidiliz, it is at the world leading level in brand operation, design and research, supply chain management, sales management and so on.

Through cooperation and acquisitions, Semir's resources have been extended and its tentacles are more internationalized.

There is also a similar acquisition of FILA, the acquisition of children's clothing brand Xiao Xiao for their own overweight Anta.

Through acquisition, Anta has now formed three children's wear lines including Anta brand.

Of course, such a "buy buy buy" type of rapid expansion is more suitable for those powerful enterprises, especially those with strong financial strength.

So what are the applicable methods for brands that can't buy or buy?

The local clothing brand JNBY was initially mixed up in the original women's clothing store in the way of "women's clothing + children's wear".

After a year's experiment, the performance was good. JNBY continued to expand the scope of the experiment and sold children's clothing in more than 100 shops with annual sales of over 5 million yuan.

JNBY since then launched the children's clothing brand JNBY by JNBY, and the first set up a separate counter in Hangzhou.

It has been observed that most of the brands that expand children's clothing business are mostly developed garment brands, and these garment brands undoubtedly have thick brand deposits and mature development channels. Children's clothing brands initially depend on the development of garment brands, and the original brand resources and channels can help children's brand development at the early stage.

La Natsu Bell, Taiping bird and other brands of children's clothing are in a similar way, "fetal" brand.

The ready-made clothing brand will give the biggest attention to the two digit growth rate of children's clothing in the future, and the share of Semir children's clothing in the group's total income of more than 50%. These data pcripts are indeed very bright. Therefore, some analysts believe that the children's clothing market is the cash cow of the current clothing brand.

However, if the cash cow is regarded as the original intention of the clothing brand fighting children's clothing market, it may be too underestimating the ambition of the brand.

The new generation of parents born after 85 and after 90 are the most advanced generation of parents. They are willing to consume for themselves, and are more willing to consume for their children.

Children's clothing derived from adult clothing brands can capture almost the same genes as the main brand design style and brand tonality.

Parents of new generation are more likely to extend their consumption tendency to their children's consumption choices.

The author once saw a sentence in the children's clothing area of a shop in GAP, Beijing: "the world will eventually belong to the child".

6 to 15 years old is a time when a child develops values. When a child comes into contact with a brand at a very young age, it will also form a kind of accumulation whether it is from direct texture or other emotional aspects, which will affect the brand tendency of this group of children after adulthood.

At this point, we should know more about the "long line" of many brands, which is the "fish" that extends to them, that is, building a new generation of consumers' cognition of brand.

"If a child wears 361 degrees from an early age, he will wear 361 degrees when he grows up."

Liu Wenting, director and chief executive officer of media communication at 361 degree, said in an interview with some media.

To think deeply that nowadays parents can influence children's consumption concept, and this wave of children who are influenced by the consumption concept will have the next generation in the future. So, the accumulation of brand emotion can be regarded as a possibility.

- conclusion -

Compared with the low growth and low profit of the adult clothing market, the body size and the growth rate of the children's wear market are considerable.

According to statistics, the children's clothing market is now near the magnitude of two hundred billion.

Moreover, many people in the industry analyzed that in the long run, the per capita consumption expenditure of the children's clothing market in China is likely to increase, thereby driving the growth of the overall children's clothing consumption and stimulating the supply side from the demand side.

There is still much room for development in clothing brands entering the field of children's clothing, and there is still a long way to go.

Author: Yao Yue