International Brand "Invasion" Market &Nbsp; Upgrading Of Children's Clothing In China

"At present, the children's clothing industry in China has a market scale of 100 billion yuan, and has 5 billion production scale. It owns a number of industrial clusters in Zhili, Quanzhou, Foshan and Anyang, and has a batch of more mature market brands, a group of children's clothing enterprises with great potential for development." Liu Jia, Secretary General of the China clothing association children's wear Committee, said that the children's clothing industry will have to upgrade its industrial structure in the next three to five years, and the children's clothing industry will be more solid and full. A group of excellent children's clothing enterprises will stand out.

Liu Jia believes that at the time of brand upgrading and transformation, brand formation echelon mode and international brand truly "invade". Market segmentation Inevitably, the temptation and trap of online shops, and the rapid formation of sports plates, "capital" will become the core of the second competition. "Focus" and "multi brand" dialogue, "capital" will become the core of the second competition, the three or four line urban layout and regional linkage pattern are formed.

International brands really "invade". In recent years, China's "big name" Children's clothing enterprises In collaboration with international brands. The real international brand will enter the Chinese market irresistible. In the past, most so-called "international brands" were mostly "authorized brands", which could be said to be "mixed blood" between China and the West. To seize the opportunity to cooperate with these brands, on the one hand is to transform passivity into initiative and transform competition into win win. On the other hand, it is also the promotion and protection of its own brand.

The necessity of market segmentation. Subdivision is the inevitable result of the development of an industry. The development of children's clothing has been on the road of "differentiation" so far. Diversified development has avoided the competition of homogenization and low efficiency. It can be gratified to see that the famous brand of children's clothing on the market has different styles, and the phenomenon of plagiarism and similarity between brands is becoming less and less. The pace of subdivision will continue to accelerate. Segmentation will take place on many levels, such as market shape, region, enterprise form, brand style and so on. In particular, children's clothing will derive more formats from the manufacturing industry. Brand groups, professional brand marketing companies, brand processors, brand retailers, exclusive monopoly retailers, professional purchasers, professional wholesalers, design companies and customized Brand Company will come into being.

The temptation and trap of online shop. Children's clothing is the most suitable. Online sale Because children's clothing is highly Mashup and very weak body shape. The BtoB of children's clothing is relatively mature. Many enterprises have opened up online ordering channels for dealers and franchisees, improving the efficiency of ordering, replenishing and exchanging goods, while BtoC is still half concealed. Many enterprises enter the field of online shopping, some choose to build their own websites, others use Taobao eBay platform to set up shop, the former takes up a lot of funds, while the latter is facing the risk of shop style characteristics restriction and rapid plagiarism. The goal of online sales is one of the mainstream sales patterns that account for over 10% of children's wear sales. The goal will soon be achieved, and the loss and benefit can only be resolved and acquired by the wisdom of the brand.

The rapid formation of sports plates. In the past two or three years, the most noticeable change in children's wear market is that it suddenly jumped out of a "sports plate", with ADI and Nike taking the lead, and Chinese brands Anta, 361 and Lining followed up. With the help of sportswear, a broad mass base and a good brand name, successful brand operation experience and market channel resources, as well as sportswear demand growth in children's clothing consumption, the sports sector is almost at the speed of thunder. Perhaps in the future, there will be sports children's wear shops. What is the next plate? Maybe adult clothing will form a school uniform team. Perhaps the baby products board represented by Li Ying Fang will grow rapidly.

"Capital" will be the second core of competition. Whether it is single brand development or multi brand operation, it is inseparable from the "money" to complete the leap of brand quality and the establishment of market position in five years. In the future, "capital" will even become the lifeline of enterprises and brands. The "listing fever" that spreads in sportswear is not a corporate impulse. Instead, it relies on capital to break the stalemate, and the capital enterprises to integrate and the capital free enterprises to be integrated. The market will not allow too many homogeneous brands in the long run.

The three or four line urban layout and regional linkage pattern are formed. Like adult clothing, children's clothing industry will experience changes from the market to create brand to create the market. If international brands will create new markets in the first tier cities, domestic brands will also create more nascent markets in the three or four tier cities. Brand consumption will gradually become the mainstream mode of consumption in the three or four tier cities and even county and township markets. The development of brand penetration into the lower market and inland areas will lead to the formation of the regional linkage pattern of children's wear industry. In the inland provinces, more brand processing enterprises will emerge, while the production scale of coastal areas will gradually shrink, and the development of brand, design, research and development, service and other fields will accelerate.