What Is The Magic Trick Of These Brands In The Children'S Clothing Market?

Recently, the domestic sports brand Hongxing Erke officially entered the children's wear market through a product release show, and named the children's clothing brand "ERKEKIDS".

Hongxing Erke's children's wear brand is not a whim. We can learn from the following aspects of the reasons for its entry into the children's wear market.

The first is the influence factors of the big environment. As we all know, in the past few years, China's fertility policy has been liberalized. Under the second child policy, the number of children has increased, and the demand for children's clothing has increased. According to the "market demand and investment forecast analysis report of China's high-end children's clothing industry" released by the prospective industry research institute, it is estimated that the market size of children's wear industry in China will exceed 200 billion yuan in 2020, and the scale of Chinese children's clothing industry will reach 218 billion 300 million yuan in 2023. The huge potential of children's clothing market attracts hongerke to try and integrate.

Second, full preparation. Hongxing Erke was not too bold and unprepared to enter the children's clothing market. According to China service network, three years ago, Hongxing Erke had already begun to prepare and did some water trial on the electronic business platform. Through the big data of the electricity supplier, Hongxing Erke children's clothing team has repeatedly researched and updated the products for the characteristics of the market and children, and launched the two series of "Sports" and "life" to meet the needs of different age groups of children in different scenarios, taking into account the fashionable personality and comfort.

Third, relying on the brand effect of Hongxing Erke, targeting consumer groups. Hongxing Erke's development and popularity in recent years are not as good as those of Anta and Lining. But it was also a domestic sports brand with 80 and 90's growth. It has a certain influence in this group of people. At present, the main consumers of children's clothing products in the market are these people. But we can not ignore the aesthetic changes of consumers. Whether the brand of children's wear that has grown up with children should also be put on the children's clothing? Perhaps the brand effect of Hongxing Erke is not enough to bring the children of Erke to normal. Moreover, the main battlefield of Hongxing Erke is concentrated in the 345 line cities, and the children's clothing brand intends to attack the two or three tier cities. Whether this is a wise choice is still unknown.

In addition, there are Baleno in addition to children's clothing business.

Baleno's transformation has been radical, overthrowing the previous product design, upgrading the terminal store image, actively marketing crossover, and began to strengthen the development of children's clothing.

Developing children's clothing is an inevitable choice for Baleno to reform and move towards the future. Previously, Zhongcai network has reported that Baleno's new image store has an independent children's wear area, and Baleno children's wear shop will also debut in the near future. All signs can be seen that Baleno is to promote children's clothing as a major driving force for growth.

But how does Baleno's children's clothing stand out from the thousands of brands? At present, apart from the children's clothing store that will be opened later, Baleno children's clothing will be applied in joint and cross border marketing. This is indeed a good choice. It is worth noting that the brand of all children's clothing has distinct characteristics. It is not a permanent solution to rely solely on the joint name crossover, but also to make its own characteristics and occupy a place with its characteristics.

From adult clothing to children's clothing, it is to cultivate adult clothing consumers to buy clothes for their children, which not only reduces the cost of acquiring customers, but also rapidly accumulates consumer groups for children's wear brands, and also creates a private domain flow for the brand itself. Like parents who buy UNIQLO, they will choose UNIQLO for their children.