Perspective: Children's Clothing Goes Into Total War.

The new round is in full swing.

"Nugget fever" carries too much hope and expectation, but how many of them can calm down to think and layout?

In 2010,

Industry and

The market is in the process of "ebb and flow".

On the one hand, many children's wear brands are developing rapidly, such as Barbara's market scale of about two thousand stores has become the focus of the industry and the market; net sales children's clothing brand green box has won venture capital investment of RMB 120 million yuan; after the successful listing of PhD frogs in Hongkong, it has jumped to the largest market for children's consumer goods in the world; on the other hand, many enterprises that have entered the field of children's clothing with confidence in their times have been gloomy, and even some enterprises have had to end in a few months or one or two years.

Act as

The last big cake of the industry.

Carrying too much hope and expectation.

In theory or market feasibility, children's clothing is undoubtedly a new growth point, but for the new entrants, the children's clothing market is not as bright as it appears.

The market is dim.

In the increasingly fierce competition

Industry, if there is still the last piece of "gold mine" has not yet been developed, it is not the field of children's clothing.

But as the market matures and consumer demand changes, many manufacturers suddenly look back and find that

The market is already in a dead light.

At present, the huge market demand and objective profit space have attracted a lot of brand attention. There are many famous brands of local adult shoes and clothing, such as seven wolves, Semir, Tai Zi long, Me&City, Jiangnan cloth, Kangnai, Lining, Anta, 331 degrees, etc., as well as the brand of adult single brand pformation camp children's clothing, such as Ordos children's clothing, etc., and foreign trade enterprises operate the domestic market in the way of children's wear brand, such as Ningbo's Alphabet, etc., are trying to get a slice of it.

At the same time, the gradual maturity of e-commerce has made the B2C company, which once won the victory of adult men's and women's clothing, extended its tentacles to the field of children's wear.

At present, the two most popular clothing companies, B2C and Mcglaughlin, have started the business of children's wear.

Even some international clothing giants have launched their efforts to covet this emerging market.

Such as Gucci, Fendi, Burberry, Dior, fashion brands such as Baby Phat Junior, Diesel Kid, D&G, etc., the United States high street brand American American also specially launched the organic cotton children's clothing.

Among them, Dior children's wear has opened shop in Shanghai and Hangzhou in 2010. Armani and Burberry children's wear series are also opened in Hangzhou Tower children's wear area; Gucci children's wear is entering Shanghai, and more and more luxury children's brands begin to enter the Chinese market.

These participants have made the brand management of domestic children's clothing more rational and mature, and at the same time, it has promoted the competition of children's clothing market in China.

In fact, as early as 2010, Chen Dapeng, executive vice president of the China clothing association, pointed out that the growth of the volume of Chinese children's clothing market will usher in a shuffling and integration period, and the era of children's clothing brand competition has arrived.

The war really started.

The new round of children's clothing "Nuggets" is carrying too much hope and expectation. But how many of them can calm down to think and layout?

In the autumn of 2008, a brand of children's clothing in Shenzhen persisted after seven years and left behind more thoughts in the industry.

"At the beginning, when we chose to invest in this industry, we never considered that the market became so confusing. The subjective consciousness imposed by market presentations caused us to make mistakes."

A boss of a children's clothing enterprise in Shenzhen told the writer helplessly.

He said that for new entrants, it is considered that children's clothes are not cheap at present, hundreds of millions of yuan, and always believe that the industry has small risks and large profit margins.

However, the company has been operating for over a year, and the backlog of inventory is increasing. The larger the warehouse area is, the more cash flow is lagging behind.

In fact, today's children's clothing market is already not the capital strength of the world, research and development, marketing, brand, human resources and other systems engineering began to exert force.

And this is only the foundation. Children's wear brand management has its particularity. Children's consumption has its complexity. Only by holding the pulse of the children's clothing market can we step on the quasi beat to arrange the key variables such as children's clothing variety, category, price, production volume and so on.

"It was a partial war before, but now it is a total war."

Wu Kaile, general manager of Jiyue children's wear, described the competition in children's clothing market as a "war" and a large-scale war.

In his view, if we still use the traditional ideas to develop the children's clothing market today, we must die, but once we get out, we will never get into the market.

At present, the children's clothing industry in China is in the critical stage of shuffling. The brand management of children's clothing is pforming from extensive management to large-scale and meticulous operation. From product competition, price competition, marketing means competition to product research and development competition, brand culture competition and brand service competition, children's clothing industry is stepping up.

The market share of children's clothing enterprises with rough workmanship, design plagiarism and lack of brand personality will shrink rapidly. The higher the brand value, the greater the market discourse power will be.

In the new era, focus, learning, strain and innovation should be the key words for children's wear brands to become bigger and stronger.

For this reason, brands such as Parker blue and water boy chose to cooperate with international brands.

"Acting as an international brand, on the one hand is to pform passivity into initiative and pform competition into win win. On the other hand, it is also the promotion and protection of its own brand."

Luo Jianfan, chairman of paramount.

Wang Yaomin, the founder of i-baby brand, also said that it will create a world famous maternal and infant life hall, introducing the world's top baby brands, such as Norway high-end brand Stokke, high-end British brand Kissy Kissy, France's Bloom, Romania's top brand Romina, and 4 moms, Skip hop and so on.

In these overseas children's clothes and entrepreneurs who run their own brands, it is inevitable that the children's clothing market will have their own high-end brands in the future.

But at present, there are bottlenecks in the design, research and development and sales of children's clothing enterprises in China. By acting as an international high-end brand, they can learn from international brands in the process of cooperation.

International brands have unique ideas in design, production, sale, display and so on, which will bring many inspirations to domestic brands.

The new pattern is taking shape.

"Children's clothing is regarded as the last piece of cake in China's clothing industry. With the increasing number of competitors, the competition pattern will change rapidly, and competition will inevitably push forward the overall development of the industry."

General manager Cao Zhang said.

He believes that after years of baptism in the market, there will be some monopolistic National Children's wear brands, some strong regional brands, agent brands and retailers brands.

In the future, the first tier market will divide the world with domestic strong and competitive local brands and foreign high-end brands, so as to break the current pattern of foreign brands' dominance in the first-line market. The two or three line brand will be the main face of a large local brand or regional brand; the wholesale market will have a wholesale brand with excellent quality and brand image.

More and more enterprises are committed to the enterprise operation and terminal operation lean, strive to improve the terminal's rapid response ability and the core competitiveness of enterprises; terminal marketing mode innovation is endless, children's clothing terminal not only includes department store counters, commercial street shop shops, supermarket stores, but also appeared in the first line market "one-stop shopping" life hall form (such as "doctor frog 365 living hall"), two or three line market's terminal type (such as the "happy shopper").

In order to meet the health needs of consumers, more and more enterprises are actively integrating into the "low carbon era", adopting green raw materials and auxiliary materials, and making efforts to make children's clothing more environmentally friendly and healthier.

And actively study the physiological and psychological characteristics of children's growth, and try to interpret children's needs through brand and product.

More and more attention is paid to the building and promotion of brand image and brand culture, not only through the interaction between terminals and consumers, but also through the dissemination of public relations and other means to carry out regional and national brand communication, enhance the brand image; pay attention to the construction of professional talents and the core team, pay more attention to the building of learning organization and the construction of enterprise culture; realize the development of enterprises through multi brand combination and expand the category, and achieve bigger and stronger enterprises; besides accumulating and strengthening themselves, they also study and make use of the strength of capital market to achieve the strategic goal of becoming bigger and stronger; seek cooperation with international design institutions and international brand management companies, and strive to improve the brand's winning ability.

The brand pattern of children's wear industry is coming into being, and in the next five years, the echelon model will be formed from the aspects of region, grade, style and so on.

The pformation of brands between the echelons and the new brands will become more difficult.

(A07)

Some representative brands extending to children's clothing in China.

Men wear seven wolves, Shan Shan, Tai Zilong and Dan Dan.

Ladies' ladies' house, Jiangnan cloth dress, JOJO

Semir, Me&City, YISHION, and white

Moving Lining, Anta, and 360 degrees

Cashmere Ordos

Shoes Kangnai, red dragonfly

Internet sales brand: Fan Kai pin, Mcglaughlin

Cross industry Wahaha, Taizi milk, Haier, rainbow cat blue rabbit, pleasant goat