Children's wear industry is getting higher

For many companies, children's wear is like a fairy tale worn on the body, and exploring the development of the children's wear industry is indeed full of surprises and vitality as a fairy tale.

According to the statistics of the China National Business Information Center, in the first quarter of 2011, the price of branded clothing of national key large-scale retail enterprises increased by 19.9% ​​year-on-year, 7.8 percentage points faster than that of the same period of the previous year, and the year-on-year growth rate of children’s clothing brand clothing was even higher. 28.7%, an increase of 10.4 percentage points over the same period of the previous year.

Xie Qing, deputy secretary-general of the China Garment Association, used the term “ascendant” to describe the development momentum of the children's wear industry. Since the 1990s, the large-scale emergence of clothing consumption, the gradual formation of branded clothing, and the favorable momentum of domestic textile and clothing development have made China The development of children's clothing has entered a new period of development.

Multi-branded snatching new battlefields This year, 57 high-end and mid-to-high-end brands have appeared in the Children's Lifestyle Museum at the China International Clothing and Accessories Fair held in Beijing, and 40 children's wear enterprises have officially entered the Shishi Famous Brand Co-operative Clothing and Clothing Center established at Shishi Clothing City. . This all marks that more and more brands are starting to make efforts in the children's wear market.

Hongfa Group (Hong Kong) Co., Ltd., headquartered in Shishi, has increased the construction of children's wear brands and product development efforts since this year. At the beginning of April this year, its children's clothing of the small caterpillar brand held new products for autumn and winter of this year. Its five themed designs have exudes a rich sense of playfulness in colors and styles. They have international fashion and taste and have won praise from the industry.

The branded ABC children's clothing from Taiwan, in cooperation with South Korea's R&D institutions, has begun the process of internationalization. The head of the brand, Zhou Jianyong, said: “Korean companies do have a place to learn in product design and R&D. This cooperation is another step in the internationalization and fashion strategy of ABC Kids R&D. This will be to a large extent. Accelerate the development of the ABC brand."

Nowadays, the apparel market has long been not as strong as financial strength and it can be as simple as the world. System engineering such as R&D, marketing, branding and human resources are all indispensable. And these are just basics. In terms of children's wear, brand management has its own particularities, and children's consumption also has its complexity. Only by grasping the pulse of the market can we step on accurate beats to arrange specific children's wear varieties, categories, prices, production quantities, etc. Key variables.

People in the industry pointed out that the current domestic children's clothing industry is at a critical stage of reshuffling, and children's clothing brand management is undergoing a transition from extensive operations to large-scale and refined operations; from product competition, price competition, and marketing means competition to product research and development competition, brand Cultural competition, brand service competition, enterprises with high brand value will have greater market discourse power.

No culture and creativity are difficult to grow. Like the adult apparel market, more and more children's clothing companies are beginning to focus on the refinement of corporate operations and terminal operations, and strive to improve the terminal's rapid response capabilities and the company's core competitiveness; on the other hand, End-point marketing model innovations are also emerging. The children's wear terminal includes not only department store counters, commercial street-level shops, and supermarket-in-shop shops, but also the “one-stop shopping” living hall form of the first-line market and the volume-trading terminal in the second and third line markets.

After years of baptism in the market, there will be some monopoly of national children's wear brands, some strong regional brands, agent brands and retailer brands. Some industry analysts believe that after a few years, the children's wear market will have a market share of more than 10 brands with a market share of 40% to 50%. At that time, the position of China's children's wear enterprises will be stabilized in the market. In the future, the first-line market will use domestic strong and competitive domestic big brands and foreign high-end brands to share the world, thus breaking the existing pattern of foreign brands in the first-line market. On the other hand, the second and third tier markets will also focus on the larger scale of local mass brands or regional brands, and the wholesale market will also have high-quality, brand-focused wholesale brands.

To meet consumers' health needs, more and more companies have become more proactive in integrating into the "low-carbon era," adopting green raw materials and auxiliary materials to make children's wear more environmentally friendly and healthier. He actively studies the physiological and psychological characteristics of children's growth and strives to interpret children's needs through brands and products.

All this shows that companies pay more and more attention to the creation and promotion of brand image and brand culture. They not only interact with consumers through the terminal, but also communicate through the public relations and other means to carry out regional and national brand communication and enhance the brand image. . At the same time, we attach importance to the reserve of professional talents and the construction of core teams, and attach great importance to the building of learning organizations and the construction of corporate culture. Through the combination of multiple brands and the expansion of categories, we can achieve the development of the company and achieve a bigger and stronger enterprise. In addition to expanding itself through accumulation, it also studies and uses the power of the capital market to achieve strategic goals of becoming bigger and stronger; seeks cooperation with international design agencies and international brand management companies, and strives to increase the winning power of the brand.

At present, the consumer demand for children's wear in China is around 2.3 billion yuan. It is expected that in the coming years, the demand for children's wear will also increase at a rate of more than 10%. With the rapid development of the industry and the steady increase in production, the children's clothing industry has a long way to go.