In The Next Three Years, There Will Be More Than 1500 Stores, And She Wants To Enter The Top Ten Of The Local Children'S Wear Market.

Facing the fierce market competition of children's clothing industry, some well-known brand enterprises choose to "thin", focus on single brands from multi brands, and aim at Wanda Plaza and Yintai City, and accelerate the layout of shopping centers.

Lin Qian international Amily AMILRIS terminal new model launch ceremony, Lin Qian international founder Li Peiquan, "China children's wear" deputy editor in chief of Liang Liping, Liang Liping, director of Yintai system regional investment director Wu Yunbin, child Wang system, Fran Neil, chairman (Amily) super supplier, Hu Feng Feng, Amily 001 branch director Wu Shuai, the director of the 001 direct marketing system, 001 guests of the system store and so on.

On the 15-18 day of December, the famous brand of children's clothing, Lin Qian international, "the new AMILRIS direct launching ceremony of the AMILRIS terminal and the 2020 autumn new down product conference" was held in Tongli, Jiangsu. At the scene of the event, Lin Qian International announced that the three major brands should be adjusted three to one, focusing on the brand of the brand. At the same time, we should change the traditional business mode, innovate the new direct supply of terminal, create an empowerment business system, and achieve win-win cooperation with franchisees.

The picture shows Lin Qian international executive director Hu Minghui.

While explaining the meaning of the new era of terminal new direct supply and the far-reaching significance of this initiative for brand development, Hu Minghui, President of Lin Qian international, emphasized that building up the energy system means that the business environment has changed now, from the original information gap to the era of information explosion, which forces us to change the old mode and create a top-down energy system, the headquarters energy branch company, the branch terminal terminal, so that the terminal can better serve consumers.

In Hu Minghui's view, "terminal new direct supply has the following advantages: first, it can make good products inexpensive, reduce unnecessary links in the middle, and make good products more convenient to reach the consumer side; second, it will minimize the risk of our franchisees and make the operation of the stores simpler, healthier and healthier."

The first textile network reporter learned here that Lin Qian international founded 13 years ago, from the initial one brand to seven brands, and then from seven brands to AMILRIS, Lin Qian LQ and mussel Tang BB.T and other three children's clothing brands, and now the three brands have been integrated into a brand - "AMILRIS". Previously, the three children's clothing brands have a clearer distinction in style. AMILRIS is a simple fashion style, positioning 1-12 year old children, Lin Qian LQ walks the pastoral wind route, and the clam clam Tang BB.T goes back to the ancient style.

The picture shows Li Peiquan, founder of Lin Qian.

At the press conference, Li Peiquan, the founder of Lin Qian, revealed the reasons for the three in one strategic move: "making brand is a protracted war and requires continuous concentration. We should turn from the original width to the depth, deepen the fine brand." At the same time, we must integrate all resources and strength to deepen a brand.

Market participants also believe that the shift from multi brand to single brand means that Lin Qian international will focus its resources on the main brand in order to respond to the increasingly complex market competition environment.

From the famous town of Chinese children's clothing to a well-known brand of cotton and flax children's clothing, Lin Qian's international brand Amily AMILRIS has been closely following the international fashion trend from the beginning of product design and development, deepening product research and development with the core of "making products, making quasi products and products", and always adhering to quality as king, constantly strengthening product quality control, strengthening supply chain management, and constantly improving the market competitiveness of products.

In the process of constantly innovating with cotton and linen fabrics, Lin Qian international also accelerated the transformation from wholesale to retail. It is reported that 2019 is the fifth year of Lin Qian's international transformation. In recent years, Lin Qian international sales also increased at an annual rate of 10%-15%. In 2018, Linqian international achieved 150 million of its business revenue. In 2019, Linqian international expects to achieve 180 million of its revenue.

And how to achieve rapid growth of its own performance on the basis of single brand strategy, Li Peiquan, founder and chairman of Lin Qian international, said frankly that from wholesale transformation to brand, and then to high-end brand, our vision is to create a brand of international children's clothing with a sense of identity. For this reason, we will go all out to transform the force and promote the sustained and healthy development of AMILRIS brand, and strive to increase the brand market share to the top ten in 2-3 years.

Lin Qian international executive director Hu Minghui mentioned the brand strategy layout in the next three years, also stressed that the business environment has changed, from the original information gap to the information explosion era. Under this environment, we need to change the original mode, create a top-down energy system, headquarters energy branch, branch terminal terminal, and better service terminal to consumers. This is the building of the enabling system. Make good products inexpensive, reduce unnecessary links in the middle, and make good products more convenient to reach the consumption end. Reduce the risk of the franchisee to a minimum and make the operation of the store simpler, healthier and healthier.

Hu Minghui said that through internal operation, Amily optimized the internal team through structural optimization, talent introduction and constantly absorbing advanced management concepts, and built a professional team with strong fighting ability and strong operation. Through the channel layout, it joined the three track operation mode of the direct battalion, and strives to enter the market scale of the top ten of the children's clothing market in the next ten years, with the number of channels reaching 1500, covering the Wanda Plaza and Yintai Department of the major cities in the country.

Shilin securities analyst Shilin said earlier that China's children's wear market has entered a period of rapid development, and more and more children's clothing brands will enter the market. In order to maintain and even gain more market share in the market competition environment, the mature children's clothing brands need to focus on two aspects: brand strength and channel strength. First of all, the younger consumers of children's clothing will inevitably put forward higher requirements for the fashion and individuation of the products. The domestic high-end brand children's clothing will be divided into different series of products, through different styles of positioning to match the needs of different consumer groups. Children do not have strong aesthetic expression, but parents do have real needs. Personalized style helps brands and consumers establish better connections. With the enrichment of family consumption structure, tourism and sports related consumption are gradually rising. The share of children's clothing in outdoor sports scenes will continue to grow.

Second, what we need to see is that in recent years, the growth of the second tier market has been weakened by various factors such as cost of living, mortgage pressure and so on. The three or four line cities have higher consumption desire and growth potential. Many consumer brands, including children's wear, will sink the channel to the three or four line as an important strategy for the next stage of development. Mining the purchasing power of the three or four line has become the focus of the next competition for children's wear. Compared with the competition of the brand of second line children's clothing, the brand penetration of the three or four lines still has some room for improvement. Especially when the national brands sink to the three or four line, they compete directly with regional brands and small brands, and have advantages in products and channels.

According to Roland Begg's prediction, the annual compound growth rate of children's clothing market in second and three tier cities in China has been 18.5% and 18.6% respectively over the past 2017-2022 years, which is higher than the first line and the four line and below, and will become the focus of competition in the future.

Another advantage of channel sinking to the three or four line is that it has complied with the trend of shopping center sinking. The commercial format of regional central cities is accelerating now. The number of shopping centers in China is increasing rapidly. The increase of most of the shopping centers comes from the construction of three or four line cities. The sinking of shopping centers requires a large number of brands to enter, while maternal and infant categories are more easily imported by shopping centers. Therefore, the channel sink of children's clothing brands and shopping centres are strong combination.

In Shilin, China's children's wear market competition exists in urban stratification. The first tier cities are the biggest consumer market of brand children's clothing, and the competition is intense. The two or three line cities are the local famous brands and the regional representative brands occupy the main position. In the wholesale market, the brands that have survived fierce competition are also gradually enhancing their brand and quality. Especially in recent years, the second tier market is affected by many factors such as cost of living, mortgage pressure and so on. The growth of consumption is weak. The three or four line cities show higher consumption desire and growth potential. Many consumer brands, including children's wear, will sink the channel to the three or four line as an important strategy for the next stage of development. Mining the purchasing power of the three or four line has become the focus of the next competition for children's wear. Compared with the competition of the brand of second line children's clothing, the brand penetration of the three or four lines still has some room for improvement. Especially when the national brands sink to the three or four line, they compete directly with regional brands and small brands, and have advantages in products and channels.

In addition, we need to see that the brand of children's clothing basically adopts the layout of the whole channel. The mode of operation is the combination of direct and franchise, online and offline. Different brands are different in specific channel structure. Department stores, shopping centers, street shops, Oteri J and so on. The number of street shops has been shrinking. Department stores are declining due to the traditional lack of attractiveness. Shopping centers are growing rapidly due to diversified formats and upgrading of shopping environment.

Hu Minghui also revealed that as of now, there are more than 400 stores in Lin Qian's international stores, of which more than 160 outlets are located, mostly in Wanda Plaza and Yintai department store in Jiangsu, Zhejiang and Sichuan Chengdu. As a front-line operator, Xu Lin, the AMILRIS terminal representative, also expressed his approval and support for the change of Lin Qian international. He believed that this would further enhance the profitability of the terminal and promote more confidence in the terminal to open more stores, while giving more benefits to consumers so that they could enjoy more services and feedback.

The former Debon securities analyst Shilin pointed out that China's children's wear market is in its growth stage, and there is a big gap between the per capita consumption of children's clothing and overseas. From the development stage, the children's clothing industry in China has the characteristics of rapid growth, intensified competition, the emergence of subdivision demand, and the fact that consumers are driven by various factors such as brand and quality. Compared to the per capita consumption of children's clothing, we can see that in 2017, the per capita consumption of children's clothing in China was US $19.2. The average consumption expenditure per capita in Japan, the United Kingdom and the United States was US $57.8, US $98.2 and US $117.4. There is a big gap between China's and overseas per capita spending. There is a certain gap in per capita income. Overseas children's clothing has a more differentiated and specialized demand, which drives the further increase of unit price and consumption frequency.

Statistics from Euromonitor show that the scale of children's clothing market in China reached 194 billion 100 million yuan in 2018, and the composite growth rate in the past five years was 11.17%, showing a high degree of prosperity. According to Roland Begg analysis, in the 2012-2017 years, the market segments of the clothing market have different growth rates. Among them, the annual compound growth rate of children's clothing is 10.9%, the annual compound growth rate of sportswear is 8.8%, while the annual compound growth rate of men's clothing is 4.8%, while the annual growth rate of women's wear is 6.4%. With the opening of a new round of consumer escalation of children's wear, the concentration of children's clothing market still has room for improvement in the industry pattern, and the space for domestic brands to grow bigger and stronger is still very large.