Core Tip: With the "two child" policy landing and "80" after the parents become the main consumer, consumers of infant clothing quality pursuit of continuous improvement, the industry enters the growth stage from the low-end to high-end consumer transfer
With the "two child" policy landing and "80" after the parents become the main consumer, consumers of infant clothing quality pursuit of continuous improvement, the industry into the low-end to high-end consumer shift stages of growth.
By 2015, China's market share of the top ten children's clothing brand and market share of only 10.6%, lower than the level of developed countries. Market fragmentation but also to the expansion of industries and enterprises to provide opportunities.
July 28, the famous children's clothing brand Lawlandee operator of Tong Chong Tong Xin Network Technology Co., Ltd. listed three new board, called "ice-breaking children's clothing electricity supplier shares." Since the children's wear market faster growth, Semir clothing, Smith Barney, 361 degrees, Li Ning, special steps, Anta and other companies are involved in the business sector or overweight children.
"Although it is a traditional children's clothing industry, but also a sunrise industry. The industry market is large, growth, and remained at about 12% annual growth rate. Children apparel industry to upgrade significantly the pace of consumption, in other industries have begun to take the usual, the industry began to speed up. tier cities consumers are increasingly willing to choose high-end children's clothing, the future market potential greater value. "Lawlandee brand founder Luo Jian-fan said Lawlandee will use the capital to support vigorously expand electricity supplier business, and strive channel development sake, the whole category, multi-brand, multi-platform brand children's products group, to create a children's industry ecosystem.
Data show that children under the age of 14 is 2.2 million, accounting for 16.6% of the total population; Chinese infant clothing cotton goods and commodities market capacity this year will reach 250 billion yuan market scale. With the "full two child" policy landing and "80" after the parents become the main consumer, consumers of infant clothing quality pursuit of continuous improvement, the industry into the low-end to high-end consumer shift stages of growth. The industry believes that children's clothing market has great potential, industry has been to the new outlet.
Esso Children's market research consulting firm founder Li Luling accept the "Economic Daily" reporters, he said that children's clothing market is relatively mature, the upgrade is in the stage, the future will be more emphasis on quality and personalized, fast fashion boutique and also the rapid growth . In the past, major brands by sales agents, and consumers do not have a direct dialogue in the future to establish a direct communication platform channels. She said, "the product is always the first one, do a solid product brand to do business ushered in opportunities for development, with the capital strength to enter a new stage of development."
While the potential of children's clothing market space and huge capacity, but a late start, low market concentration. By 2015, China's market share of the top ten children's clothing brand and market share of only 10.6%, far below the level of developed countries. Market is highly fragmented industry but also to the expansion of business opportunities.
"Kids industry entered a period of rapid development, the industry is no absolute leading brands as competition intensifies, the market will further mature." Apparel retail experts, Guangzhou Blue Austrian retail consulting Principal Consultant Min Guangya think, mature performance in five areas: the entire industry brand awareness has been strengthened, will emerge a large number of brand enterprises; absolute will produce a number of leading brands, such brand and generic brands will become increasingly large distances; some do not have the competitive strength and operational capacity of the particular brand wholesale type children's clothing companies will be out of the market; consumer demand for the brand will be more satisfied, so as to further enhance consumer brand awareness; more in other industries or companies will enter the field of children's wear market, the threshold will further enhance the children's wear market , management capability and brand operation level of the industry will be greatly improved.
Luo Jian-fan stressed: "Enterprises should actively embrace the Internet, through the 'Internet +' transformation on the one hand, within the enterprise, via the Internet to enhance supply chain efficiency, speed up the production cycle in the past, the designer behind closed doors, 'to guess the quotas', are not. What consumers need to know now, you can put
New picture data on the Internet, by calculating the consumer in the page residence time to achieve flexible production; on the other hand, in the external market, increase innovation, in addition to the Lynx, Jingdong, the only product and other electronic business platform sales in addition, to build their own IP, resonates through vivid images with young consumers, and create three-dimensional, diverse members fan sales, with entertainment marketing, community marketing, fragmentation and other methods of marketing, and consumption by continuing to establish effective communication and service. "
Online and offline, "dual-core driver" children's clothing brand will bring greater development space. Next, many companies will further expand the field of peripheral products to children in the children's apparel main business areas, horizontal expansion of a children's product line, including sports, children's wear, baby supplies, to increase contacts with consumers .
Children's apparel industry has been called "the last piece of cake." How to seize the opportunity, general manager of Shanghai Liang Cheng Weixiong habitat Brand Management Ltd., said:? "Children's clothing market space may not be as big as we thought could be bigger and stronger, the key lies in existing models children's clothing company, brand positioning. , channel positioning can match with the new generation of consumers. If you can not '80 '' 90 'resonance consumer demand, it is difficult to expand market share. "he believes that children's clothing market in recent years from the" Blue Ocean " into the "Red Sea." Competition in the market, has not yet appeared outside their brands. From the future trend, consumers will pay more attention to a sense of value of the brand, the company has only a deep study needs of consumers and children, good market segments, more professional focus to concentrate on doing the brand it may be bigger and stronger.