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    Children'S Wear Brand Should Be Online In The Future

    2022/6/30 16:56:00 0

    Baby Clothes

    With the rapid growth and popularization of China's shopping centers, a large number of chain operation brands in China also grow and expand with the power of Dongfeng. Adhering to the principles of openness, fairness and objectivity, the company launched the 2022 chain brand "Dragon Boat list" selection.

    "Dragon Boat list" is derived from the traditional Chinese custom of dragon boat racing, while China's chain operation brands are gradually showing the trend of competing for the development of thousands of sails and hundreds of boats competing for the current. Among them, innovation and development are endless, which also symbolizes the deep business tradition and innovation vitality rooted in Chinese culture. The "one-to-one" competition of dragon boat competition will become the core of China's commercial competition every year.

    As of May 2022, the financial reports of major clothing enterprises in 2021 have been disclosed. In 2021, China's clothing industry will recover steadily, and the clothing industry still shows strong development toughness and vitality. According to the statistics of Lianshang Retail Research Center, 51 clothing and footwear listed companies achieved revenue of 269.179 billion yuan in 2021, with a year-on-year growth of 24.00%, and a net revenue of ¥ 26.110 billion yuan, a year-on-year increase of 65.35%. Anta sports, Li Ning, Hailan home, Senma and other clothing and footwear enterprises have achieved a substantial double growth in revenue and net worth.

    However, not all clothing enterprises are thriving, and many enterprises are in a loss situation. According to the financial report, the net profits of enterprises such as souyute, metrobeauty, Saturday, La chapel, Meibang clothing and Muchang group all declined in 2021. Among them, La chapel, known as "the first stock of Chinese women's wear", was delisted from the Shanghai Stock Exchange on May 24 this year and officially terminated its listing. The news that all 1300 stores of Slyder, a Chinese men's wear brand, were closed down caused an uproar.

    However, at the time of the polarization of clothing brand performance, children's wear has become one of the business of many brands. According to the financial report data, in 2021, the revenue of mini peace is 1.27 billion yuan, with a year-on-year growth of 29.5%, becoming the fastest-growing business of Pacific bird. In 2021, the revenue of children's clothing business of SEMAR clothing was 10.272 billion yuan, accounting for 66.62% of the total revenue, with a year-on-year increase of 1.38%; In the fiscal year of 2021, Jiangnan children's clothing business realized revenue of 656 million yuan, with a year-on-year increase of 47.8%. 361 ° in 2021, children's clothing contributed 1.107 billion yuan in revenue, with a year-on-year increase of 18.7%, accounting for 18.7% of the total revenue. Children's business has grown into the second growth curve of 361 ° total income.

    In addition, with the implementation of the policy of encouraging birth and having three children, the competition in the children's wear market is becoming more and more fierce. Children's wear consumption has shown a double-digit growth. Children's wear has become a new growth point of the clothing industry, and many brands have also said that they will increase investment in children's clothing business, so as to realize the growth of their business performance. With the addition of clothing giants, China's children's wear market is no longer a blue ocean.

    From the store data, we can intuitively understand the development scale of the major brands on the track, and at the same time, with the store score and other dimensions, conduct a comprehensive analysis and observation of these brands, so as to explore the development trend of infant and children's clothing in China.

    From the list, it can be seen that the number of children's clothing brand stores varies greatly. Compared with independent children's format brands such as Tongtai and ABC children's wear, the number of children's clothing stores derived from famous brands has more advantages. The list can be roughly divided into three levels: more than 5000, 1000-5000 and less than 1000.

    In the first tier, adidaskins topped the list with 7000 + stores, followed by nikekids, and SEMA's Balabala ranked third with 5183 stores.

    As a children's wear brand under Adidas sports (China) Co., Ltd., Adidas sports (China) Co., Ltd. Depending on the development of Adidas in China for many years, the number of Adidas children's clothing stores is very considerable. For many years, the stores of Nike and Adidas are similar to those of Nike and Adidas in China.

    With the slogan of "different childhood", balabalabala is well-known in the children's wear industry. As a children's wear brand created by China's Samma group in 2002, balabalabala's products cover all kinds of children's clothing, shoes, life, home, travel and so on. Samma clothing also takes children's clothing business as the main business development layout. In 2022, SEMAR Balabala brand will launch the digital spokesperson "Gu Yu"; Meanwhile, it is understood that balabalapremium, a high-end children's wear brand incubated in Balabala, will also be listed this year.

    In the second level, there are 11 brands with stores between 1000 and 5000, and there are more children's wear lines of domestic sportswear brands. For example, Anta kids, Li Ning young, Tebu children and 361 ° kids are also on the list. In addition, independent children's wear brands such as Tongtai, ABC children's wear, and anel are also on the list.

    In the third level, although the number of stores is less than 1000, there are many familiar brands, such as JNBY JNBY Jiangnan children's clothing, FILA kids Feile children's wear, British children's wear / yeehoo, mqd horse riding and BabyCare.

    Store size is one of the demonstration of brand strength, and user experience and satisfaction are also important for the brand. It can be seen from the list that the number of stores of the third level brand is far less than that of the first level brand. However, what is the user rating of these brands?

    To this end, "lianshang.com" takes Taobao, Jingdong and pinduoduo as dimensions, compares the user ratings of official flagship stores of major brands, and forms the list of "2022 top 10 China infant and child clothing praise list". In the list, there is no significant difference in the praise of each brand. However, combined with the list of top 30 brand stores, it can be found that the number of brand stores is not directly proportional to the brand's praise. For example, in the high praise list, the number of mqd Macintosh stores of * * is only in the third level, with only 300.

    Compared with Nike and Adidas, the number of anel stores ranked the second in terms of praise is only at the second level. However, it is worth mentioning that as early as the first half of 2017, the parent company of Chanel was officially listed on the Shenzhen Stock Exchange, becoming the first stock of children's wear in China.

    In addition, children's wear brands are also deeply rooted in the online channel, making good achievements in online channels. Taking last year's double 11 as an example, according to the official data of tmall, among the top 10 brands in the category of children's clothing / parent-child wear, balabalabala, David Bella, mini peace, Anta children's wear, mqd children's wear and other children's wear brands ranked in the top 10, while FILA kids, FILA kids, FILA kids, FILA kids, FILA kids, etc Annil anel, M. Latin malading, GXG kids and other brands are on the list. Among them, it is worth mentioning that a few brands only have online stores, but they have also made great achievements. For example, children's clothing brand Youlan has only online stores, but the double 11 data is still bright.

    In addition to the brands in the high praise list, there are also brands that frequently appear in negative news. According to previous news reports, some children's clothes in Jiangnan have weird patterns similar to ghost faces and imps, and some of the children's clothes in their e-commerce stores also have designs of suspected poppy fruits. On May 31, Hangzhou municipal market supervision and Administration Bureau ordered the company to take 509 pieces of children's clothing off the shelves.

    However, this is not the first time that similar problems have occurred in children's clothing of Jiangnan. In September last year, some netizens wrote that some children's clothes in Jiangnan were printed with the words "welcome to hell" and "let me touch you"; In addition to the uncomfortable words, some of the clothes are also equipped with patterns of skeletons and thousands of arrows penetrating the heart. The repeated rollover cases make Jiangnan cloth clothing users' good feeling reduced again and again.

    In addition to the children's clothing design in the southern part of the Yangtze River, there has been no children's clothing design. According to the report, La charbell's children's clothing was pointed out by consumers that the embroidery on the white clothes was suspected of "*" leaf.

    The quality of word-of-mouth is also very important for the development of brand. In addition to store expansion, good store word-of-mouth is also a problem worthy of attention.

    In addition, children's clothing lines of brands such as gxgkids, FILA kids, FILA kids, minipeace peace bird children's wear have appeared. Compared with independent children's wear brands, what are the number of big brand children's clothing line stores? "Lianshang.com" specially sorted out the list of "top 10 children's clothing lines of major clothing brands".

    As we all know, independent children's wear categories, such as Balabala, anair, piggy banner and other brands, entered the children's wear market earlier. Among them, balabalabala was founded in 2002 and has been operating in China's children's wear market for 20 years. It is found that the operation mode of this kind of brand continues the traditional idea of clothing sales, and the location of shops is usually concentrated in shopping malls


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