How To Build New Growth Through "Advanced" For Children'S Wear Brands

Under the background of the in-depth implementation of a series of sports industry policies such as the "national fitness" program, the fashionable sports lifestyle has become a daily life, and sports clothing has become one of the most favorite categories of consumers.

From the perspective of China's overall children's wear market, there are too many brands in the middle and low-end market, and the homogenization is serious. According to the data of prospective industry research institute, the proportion of medium and high-end children's wear scale in China's market in the past few years is relatively low, and there are more enterprises engaging in foreign brand agency in the operation of medium and high-end children's wear. In recent years, the proportion of China's high-end children's wear market scale in the children's wear industry has continued to increase, and the growth rate is also higher than the overall children's wear industry.

With the rise of China's middle class, middle and high-end children's wear has become the mainstream of domestic children's wear market development, among which children's wear brands with sports concept and medium and high-end positioning have greater market potential.

When sports become the daily life of parents and children, and the high consumption budget of children's wear consumption decision-makers, a high-end brand with accurate positioning, sports attributes and personalization can be regarded as a strong shaker in the children's wear market.

Mini peace brand art show

With the continuous growth of the children's wear market and the growing enthusiasm of high-income generation Z parents for their children's personalized needs, high-end and sports have become the growth engine of children's clothing market, which is also an important source of inspiration for mini peace.

Only through a series of high-end product research and development, marketing mode innovation and exploration, can the brand show greater development potential. This brand art show can be regarded as a vivid brand dialogue of mini peace which integrates sports and fashion, high-end and scene together.

Recently, the mini peace children's wear brand art show opened in the Taiping bird fashion center of the headquarters, and minipeace MVP advanced sports series, the brand's master joint brand series, led a new generation of down jacket. This grand and unprecedented creative immersion art show shows children the power of fashion innovation given by the brand and the breakthrough and climbing of the brand itself, subverting the tradition and showing professional fashion down jacket to the world.

01 bright stars show the beauty of advanced sports

Mini peace, together with the star Dong Xuan's daughter "dimples", will lead a brand art show. Children of different skin colors and from different countries will be led by mini peace, the little skiing champion "little snail" and the ski star "sister Kelly", Wearing the brand 22 winter MVP advanced sports series & four series of down jacket (lightweight · cloud series, light warm · puff series, cold · sun series, extreme cold · volcano Series), through the irradiation of core dream and space transformation, shuttle through different scenes, looking for their own dream in "winter secret land", showing the fashion possibility and innovation power of their generation, Created a high-end visual experience with international aesthetics.

02 minipeace crew, warm and fashionable

This season's Mini peace brand art show brings together children from different countries and different skin colors to wear brand new four series of down jackets. The theme is elegant winter skiing, showing their unique personality and unconventional spirit of freedom, and casting the winter dream.

"Master level" cooperation is coming

01 new logo reconstructs advanced sports new style

This season's advanced sports series integrates the "m" of minipeace and the "m" of MVP (most valuable player / best player). It gathers fashionable minimalist language, shows the core creativity of Chinese children's sportsmanship given by mini peace, and explores the infinite possibility of self.

02 work with creative director of brand in France to interpret winter sports aesthetics

After ten years of hard work, mini peace, which focuses on warmth, takes the lead in China's children's down jacket. Relying on the brand's fashion gene and Seiko's professional thermal insulation fabric, it has once again joined hands with "Maria" (former Dior designer), the creative director of the brand in France, to create a new advanced sports series, create more fashion of the brand, and respond to multi-dimensional winter sports with minimalist aesthetics, Combine functional fabrics to achieve ideal comfort, and explore more aesthetic possibilities in Zhang Yichi's lines to warm hundreds of millions of Chinese children.

"I hope that through our cooperation, we can pass on the advanced sports culture to Chinese children, provide more beautiful products and inspiration for children, and infect them with more possibilities of self exploration and fashionable sports attitude."

——Maria, creative director of mini peace in France

Professional fashion down jacket, warm the world

Of course, in addition to creating emotional experience through high-end positioning, brands also need to provide a basis for consumers' rational cognition, and the core strength of mini peace lies in its products.

Mini peace children's wear (Mini peace) 22 winter four series of down jacket (lightweight · cloud series, light warm · puff series, cold · sun series, extreme cold · volcano Series), 360 ° comprehensive upgrade, breaking the traditional down style single, weak wearing scene, unprofessional fabric, pinpointing the market pain points and tapping into consumer demand, The core concept of "light, warm and fashionable" is newly launched for taipingniao children's professional fashionable down jacket, and the thermal performance and design are upgraded in an all-round way.

In this season, we have broken through the tradition and epoch, redefined "light down", zero sense lightweight fabric, weight reduction without cooling. The brand boldly challenges the high difficulty technology of Chinese children's fashion, creates down splicing and sweater style design, breaks through and solves the technical problems in fabric, focuses on the integration of fashion and practicability, and creates light down with internal and external repair.

In the selection of down fabrics, mini peace launched "warm sun technology" to gather a variety of fabrics to protect children's warm winter plan. The brand insists on using light luxury 90 goose down, 700 + high fluffy, velvet content > 85%, far beyond the national standard, and once again warm breakthrough (velvet content > 80% in 2021), high temperature locking.

Minipeace MVP advanced sports series also uses the Winter Olympic joint fabric "DMX", which has high air permeability and moisture permeability, and can transmit 10000 g moisture per square meter within 24 hours

It is more than three times higher than the normal standard, and has windproof and high wear resistance.

In fact, seemingly unintentional strategies are that brands play a role in the future, because Mini peace understands that high-quality products with multiple scenes are the key to brand competitiveness, and also an important factor for consumers to have a rational understanding of the brand.

This group of young parents with a unique consumer attitude, looking for a brand with more design and scene. The brand is to have more resonance with young parents with a higher brand language, so as to deeply explore the opportunities of middle and high-end children's wear market.