Channel Pformation To Promote China To Become A Powerful Country In Children'S Clothing

Children's clothing, a traditional and newborn calf like industry, carries people's attention.

The expectation and hope of "the last virgin land" urgently need a great change in the industry that prunes the dream of children's clothing power.

Where will China's children's wear go? In the face of growth and pformation in this industry, we must answer this important proposition.

The market scale of 100 billion yuan, the fourth baby boom, the largest in the world.

These data jointly outline a clear dream outline for us. Just like a clothing industry expert, the children's clothing industry, which is still in rigid demand, will wait for the arrival of a brand era, though not far off, but the road is not peaceful.

When the old order has been broken, the new pattern has not yet been formed, and the strategic commanding point and industry insight will become the leading force in the future.

Looking at the overall situation, in the wave of industry shuffling, how many dreams have been wasted and how many heroes have risen? This baptism is not only a sign of cloud and fog, but also a way to ask and confirm this "golden" trip.

The children's clothing industry is a gold mine, or a fairy tale. It should not only be answered by the market, but more importantly, when we choose the way and route and attitude to start the children's clothing tour, the answer will also be rewritten.

There are no gold mines that we can't get to.

The entry ticket for the last gold mine is on sale. Have you got it?

Building navigation marks -- hatching brand is the future of Chinese children's clothing.

Although China is a potential consumer country for children's clothing, it is actually a "small country of children's clothing brand".

China's children's wear industry is experiencing a change and change.

At present, the brand pattern of children's wear market is now in the rudiment, and the market loyalty of some brands is gradually established. The market competition of the middle and low grade products is more intense, and the homogeneous products are also separated. The domestic children's clothing market will definitely pform the "brand consumption" instead of "quantity consumption" in the next few years. More domestic children's clothing brands will enhance their competition with the international brand market in their self promotion.

On the one hand, many children's wear brands are rising rapidly. For example, Barbara has become the focus of the industry and the market with about 2000 stores. If Dr. frog has successfully marketed in Hongkong, it has jumped to the world's largest consumer product company with the largest market value.

On the other hand, many enterprises that have entered the field of children's clothing with confidence have fallen into a state of sadness. Even some enterprises have had to end in a few months or one or two years. Why are children always injured?

The lower threshold of children's clothing does not mean that all the winners are the winners. The brand of children's clothing currently in the key stage of shuffling is pforming from extensive management to large-scale and meticulous operation, from product competition, price competition, marketing means competition to product R & D competition (product power), brand culture competition (image force), brand service competition (operation power).

Looking at the present, China

The treasure house is still vacant, and the real leading brand has not yet appeared, which will provide a space for many competitors to compete for the future.

The industry believes that if the clothing companies with adult clothing brand or single product brand background enter the children's clothing industry, mature brand operation ideas and market experience will give these enterprises a smooth pformation and earn enough weight.

The entry of foreign trade enterprises has advanced operation mode and strong design force.

These participants can make the brand management of domestic children's clothing more rational and mature, and at the same time, it will further promote the competition of children's clothing market in China. This can be said that this is the real arrival of the era of children's clothing brand management in China.

On the one hand, the new entrants are ambitious, while the other is the first entrant.

They may have difficult successors or those who will overthrow them.

This cake looks very beautiful, but there are many injuries. "Chewing down" is not as easy as it may be.

The market rule of the ebb tide will expose its cruelty. The survival of the fittest will spread from small and medium-sized enterprises to larger enterprises or brands. Many enterprises that originally pformed from the wholesale market to the town brand will bear the brunt. Many of them have no design advantages, and only demand quantity and quality. Enterprises that do not pay attention to operational norms or brands will not be spared.

In addition, due to the continuous maturity of the domestic market and consumers, new requirements for R & D design of children's clothing are put forward: simplicity, practicality, childlike interest, comfort and environmental protection.

The design pattern of buying or copying will be eliminated.

At the same time, with the relative maturity of the domestic brand market and the choice of the "post-80s" to the mature brand, it has objectively updated the comprehensive strength and brand concept of the original design, market segmentation, brand positioning, brand image, terminal operation, marketing level, product strength, brand power and operation ability of the children's wear brand, which has made most of the children's clothing enterprises start again on the same starting line.

In China, the brand positioning of children's wear enterprises has undergone a relatively extensive and vague process. At present, most of the children's children's clothing brands are concentrated in middle and large children, but little attention is paid to infant or juvenile clothing, and most of them are still concentrated in middle and high grade.

With the increasing competition in the middle and upper class children's wear market and the increasing consumption level of people, the fine differentiation of children's wear market will be further expanded in 2012. Not only will there be a large number of enterprises in the infant clothing or teenage clothing market, the brand of children's wear will also be born, but the high-end or even luxurious children's wear brand will also emerge as the times require. This is not only a good opportunity for foreign brands to enter, but also an opportunity for children's brand new entry and opportunities.

In 2012, when children's clothing was paying attention to affordable prices, the service of the brand entity terminals and the convenience of online shopping became the new trend of children's clothing consumption.

On the one hand, experience marketing makes children's life hall emerge as the times require and is accepted by mature brands. On the other hand, Internet marketing makes shopping websites B2B, B2C and even C2C become the new channel choice for children's clothing brand management.

Theoretically or from the perspective of market feasibility, children's clothing is undoubtedly the nuggets of the garment industry. But for the new entrants, the competition for children's clothing market will become more brutal in the new year.

Depth and depth -- channel revolution leads to the pformation of children's economic maturity.

"The mode of consumption with penetration will occupy an absolute advantage in the market structure of children's wear."

The weakness of China's children's clothing industry has never been discussed. The quality problems are frequent, the styles are slow to update, the high-end brands are missing, and the supporting facilities are unfavourable.

Which brings out is a long-standing topic, but what corresponds to it is the market structure of pluralistic prosperity.

From shopping malls, supermarkets, franchised stores, brand discount stores to wholesale markets and street stores without brand names, there is always a matching channel pattern for different consumption expectations.

"The core competence of China's outstanding enterprises is not manifested in technological R & D, but in marketing."

Liu Shijin, deputy director of the development research center of the State Council, has made a comprehensive judgement on Chinese industry recently, which has miraculous fulfillment in the field of children's clothing.

Liu Jia, Secretary General of the China clothing association children's wear Specialized Committee believes that the most important task of the vast majority of enterprises in the children's clothing industry is to establish a sales network. "Distributors promotion and channel promotion are very important in the brand development period. With the growth of brand enterprises, the market promotion of direct consumers will escalate."

At present, e-commerce brand has become a new force in the promotion and marketing of children's clothing brand, and the online shopping market has become an irreversible trend.

When the parents of the 80's jumped into the important force of children's clothing online shopping, the growth rate of consumption increased with geometric progression, and the market space was hard to calculate.

Among them, cheap and fashionable style is the two main reason that they choose to buy children's clothing online.

As for more children's clothing brands eager to conquer consumers with their own brand image and lack of strength to open up the market, it is obvious that they can not meet the needs of deep-rooted entrepreneurship when they are in a sales shop and earn steady flow.

Their urgent need for the construction of franchisees and agents has led to a chain of children's fashion industry gathered in the chain of children's clothing industry, which has been upgraded, integrated, branded and diversified.

As a pillar industry of China's traditional national economy, the garment industry has been given a new definition of the times in the 12th Five-Year plan. It is not only a labor-intensive traditional industry, but also a fashion industry, an urban industry, a cultural and creative industry, and a high-tech industry.

Under the new international and domestic market environment, the core of the textile and garment industry is to pform from cost advantage to value advantage and innovation advantage. It is necessary to develop the modern industrial system and enhance the core competitiveness of the industry. Structural adjustment, pformation and upgrading are an inevitable choice for the current international and domestic situation.

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Looking forward to the development of children's clothing industry in the future, how to build a "dealer channel" platform with seamless links between upstream and downstream industries chain, and the interaction and communication between the domestic and foreign excellent children's clothing enterprises, designers and channel providers, such as commercial grafting activities in the international perspective, will help children's clothing enterprises enhance their R & D strength and fashion value, which is the key to pform and pform the children's clothing industry into a modern fashion industry.

Expressing the grand plan -- guiding the trend of children's fashion consumption

"As long as parents understand the fashion appeal of children's clothing brand, our market expansion is half the success."

In the face of the surge of enthusiasm from all sides to the children's clothing market, China's children's clothing industry will absorb various success and failure experiences in the clothing industry, avoid the various unfavorable factors in the development of the industry, and make more scientific and innovative development. The Chinese children's wear market will expand more rationally, and the Chinese children's wear brand will create a children's fashion lifestyle that needs the times.

At present, there are a lot of brands crowded in children's wear market, but lack of the connotation of brand service, and the rapid growth of copycats and copycats. Some lack of creativity and deep system planners do not have the core value of the brand, the development concept is vague, the phenomenon of blind expansion is serious, and there are more sportswear, women's wear and casual wear brands. It is difficult to effectively establish the core competitiveness of children's wear brands by running the concept of children's clothing and market expansion mode to manage children's wear.

However, for children's clothing consumption, quality products do not mean all, emotional culture marketing is the top priority.

Because children wear objects are special social strata, users are children, but real buyers are parents and their elders.

From the demand driven demand for children's clothing, consumers have put forward better requirements for the service culture of children's clothing brand: not only to sell high-quality products, but also to run fashionable culture, and the parents' affection and spiritual sustenance for their children.

The brand service culture of children's clothing is also a product of high quality personalities suitable for target consumer groups, a fashionable and moving image, a marketing tool that can drive consumer demand, so that consumers can experience the multiple elements of a happy consumption environment, price, spiritual pleasure and so on.

According to the basic standards of brand culture, there are few brands of children's wear in China.

Looking at the market, it is still the majority of the animation story, cartoon image, fashion concept, business model, life style.

In order to control the commanding heights of the market, Chinese children's clothing brands need to focus on the personalized brand creation and service concept. Nowadays, with the increasingly personalized, branding and fashion of the consumption formats, the "living museum" mode is constantly entering the future vision of children's clothing industry.

Children's products continue to increase the flexibility of consumer node configuration and terminal services, so as to cover children's clothing, children's shoes, toys, animation and education in an integrated and multi brand intensive development mode to create a children's life concept hall, to customize systematic, professional and fashionable baby growth plan and new concept life style for consumers, and to provide soft service and emotional cultural value with more consumption penetration. It not only reflects and interprets the knowledge and cultural content of product characteristics, brand culture and so on, but also highlights the soft power of the brand in terms of cultural depth and width, achieves effective communication with customers, and deepens the effective way of emotion, effectively extends and deepens the influence and reputation of the brand. It integrates and presents diversified, cross field pregnancy.