How Can The Children'S Wear Brand Break Up?

Recently, Limited by Share Ltd, known as the "start", launched its 2019 annual report. The report shows that the operating income of the company started in 2019 was 1 billion 523 million yuan, an increase of 8.91% over the previous year, and the net profit attributable to shareholders of the company was 143 million yuan, down 21.13% from the previous year. This is the first two consecutive years of "increasing profits without increasing profits".

Public information shows that the initial shares were established in 2009, the main business is children's shoes, children's clothing and children's clothing accessories design, research and development, production, procurement and sales, the company's products are mainly located in the middle end market. Have independent children's clothing brand ABC KIDS.

　　 Children's clothing market is expected to have good brand but not enough stamina.

In recent years, the competition of children's wear industry is particularly fierce. The current market situation is the coexistence of small and medium-sized enterprises, high and low grade brands. According to the statistics and prediction of Euromonitor Passport, the market of children's clothing in China is still in the period of rapid growth. It is expected that by 2024, the market of children's shoes and children's clothing will reach 95 billion yuan and 423 billion 500 million yuan.

China's children's wear industry started late. In the early days, most of the local brands were quiet and unknown. But with the improvement of people's quality of life, parents and children's demand for children's clothing has changed from satisfying basic functional needs to pursuing quality, fashion and brand. With the development of the second child policy, the sudden increase in demand has led to a continuous increase in the total consumption of children's clothing, making the children's wear market a fast growing market.

The growth of the market will not be ignored by investors. Some international brands and sports brands take the lead in targeting the blue ocean market, and have evolved children's clothing series. Many brands of children's clothing have been born at home. If they are of quality, they can also say "flowers bloom".

But for the time being, the number of children's clothing brands in the domestic market is much larger, and the scale of the children's clothing is growing faster, but the performance of children's wear brand market is still slow. As a domestic brand of children's clothing, Semir, ANN, blonde rabbi and starting shares all suffered a decline in revenue or net profit in the 2019 newspaper.

People have to wonder whether the adjustment period of children's clothing industry has arrived.

　　 Lack of special children's clothing brand how to break the Bureau

It is worth noting that many brands of children's clothing still have serious problems such as serious homogenization, poor brand awareness and serious regional bias. The positioning between brands is very close to products, and the core competitiveness is lacking in the face of consumers' difficulties.

Children's clothing brands need to work hard from product design, materials, quality and scene experience to meet the individual needs of consumers. At the same time, innovative thinking is needed to meet challenges, dig up brand content, enhance interaction with consumers, spread brand culture, and enhance brand value.