Timberland After "Refurbishing" Women'S Clothing, Once Again "Try New", Can Children'S Clothes Be Saved?

Timberland, one of the largest clothing companies in the world, once again "reinvented" after refurbishing women's clothing.

In May 30th, reporters at Timberland Tmall flagship store found that children's clothing products were on the line.

In the first two quarters of fiscal year 2019, Timberland's growth was negative.

The industry believes that Timberland's main rhubarb boots, and now rely on the growth of a single product has not adapted to the current market development, the introduction of children's clothing, and test the water from the online, but also reflects Timberland's desire to create a new engine of growth.

In May 30th, the reporter found that Timberland had already sold many kinds of children's clothing and children's shoes products in Tmall flagship store, and it has been classified and displayed with T-shirts, men's wear, women's wear, men's shoes, women's shoes and other products.

But since the children's clothing was first launched on its Tmall flagship store, children's wear and children's shoes didn't show up in Timberland's official website.

Timberland's market for children's wear is also aimed at the dividend of the "two - child" policy.

China's high-end children's clothing industry market demand and investment forecast analysis report released by the prospective industry research institute shows that as of 2017, the market size of children's wear industry in China has increased to nearly 160 billion yuan. At the same time, the report predicts that the market size of children's wear industry in China will exceed 200 billion yuan in 2022, and the market size of children's clothing industry in China will reach 218 billion 300 million yuan in 2023.

Cheng Weixiong, general manager of textile and clothing management expert and Shanghai Liang Qi Brand Management Co., Ltd., at that time, Timberland introduced the children's clothing into the Chinese market. It is seen that the Chinese children's wear market is mature.

However, there is still a lack of specialization, personalization and high-end brands in China's children's wear market.

Timberland's opening up China market is mainly driven by price rather than function driven and brand driven, which is also its core competitiveness and advantages.

"The domestic children's clothing market is nearly saturated, and Timberland has recently started to exert its strength in the domestic children's clothing market. It's too late. The main reason for Timberland's children's wear is its continued performance in recent years in its parent group," said Song Qinghui, a famous economist.

Even late, it's still necessary to enter the game because Timberland may be able to catch straw.

Previously, Timberland has been performing poorly and is the weakest among the three largest brands in the group.

In 2016, Timberland growth slowed sharply, or even 7% negative growth in the two quarter.

As of the two quarter of June 30th, the Timberland market in the Americas showed a high double-digit decline, while the Asia Pacific market had a high single digit declines, and the European market only had low double-digit growth.

To boost its performance, in 2016, the group named JimPisani as the president of Timberland global brand.

"Compared with TheNorthFace, blackyak, Columbia and other outdoor brand children's clothing business, Timberland children's clothing is rarely known.

In the future, Timberland wants to borrow children's clothing to improve its performance, and it needs further integration in products and marketing. "

Insiders said.

Cheng Weixiong pointed out that the future layout of China's Timberland market should be more in the second tier market, and there must be some pressure to go deep into the three or four line cities. This is also the market performance of children's wear brand differentiation.