Analysis Of Market Segmentation Strategy Of Children'S Clothing Brand In China

1. The rapid development of children's clothing industry in China

China's children's clothing industry is now known as the sunrise industry of the clothing industry. The reason why it has such praise is inseparable from the rapid development of children's clothing industry in China in recent years.

In China, there are 380 million children aged 0~16, accounting for about 1/4 of the total population of the country. This huge amount has become a necessary prerequisite for the rapid development of children's clothing industry in China.

With the rising of the living standard of our country and the increasing importance attached by the society and family to children, the proportion of children's clothing consumption in family consumption expenditure is increasing year by year.

Compared with the strong demand of the market, the annual output of children's clothing in China is only more than 600 million, with an average of less than 3 pieces per child per year.

In addition, according to the survey conducted by Beijing Mei Lan information company in 2001 to five cities in Beijing, Shanghai, Guangzhou, Chengdu and Xi'an, the average monthly consumption of children was as high as 897 yuan, the highest consumption in Guangzhou city was 1101 yuan, and the lowest in Xi'an was 462 yuan.

According to the statistics from the China National Business Information Center, the sales volume of children's clothing in China increased by 26.8%, 16.4% and 31.7% in 2002, 2003 and 2004 respectively, and will increase by 8% annually in the next few years.

It can be seen that on the one hand, there is a strong demand in the market, and on the other hand, the relative lack of supply in production, so children's clothing market has huge business opportunities.

The huge business opportunities in China's children's clothing market immediately stimulated the investment enthusiasm of many enterprises at home and abroad, and more and more children's wear brands sprang up like mushrooms.

For example, big brands such as McDonald's, Adidas, Nike and other fast food giants abroad have launched their own children's wear brands in the Chinese market.

Like the Wahaha Group in China, it entered the children's clothing industry for the first time, and opened more than 800 stores in the country.

It can be seen that the relative gap between children's clothing market and the active input of smell sensitive enterprises and businessmen together create the current situation of the rapid development of children's clothing industry in China.

Two, the development of children's clothing industry in China is developing rapidly in China's children's clothing industry.

After more than ten years of development, China's children's clothing industry has indeed made many remarkable achievements, such as "weaving lane" and "ring Market".

For example, the market in Foshan, in the area of 5 square kilometers, there are more than 2000 production of children's wear and matching enterprises, children's wear industry employs 70 thousand people, and the annual output of children's clothing is 170 million.

In the aspect of children's clothing brand building, China has also sprung up a number of children's clothing brands with good reputation and high popularity, such as Dongguan's piglet, Shenzhen's "angel" and other brand children's clothing.

In addition, our children's wear brands have their own fashion trends, their own professional designers, specialized children's wear design competitions and so on.

It can be said that children's clothing industry in China is growing rapidly along with the rapid development of China's economy.

But at the same time, we must see some problems in our children's clothing industry.

Although the children's clothing products in the market can be said to be full of bright colors, the brand of children's wear in China only accounts for 50% of the market share of the brand children's clothing, and the other half of the market share is occupied by foreign or joint venture children's clothing brands.

In domestic children's clothing, only 30% have brand children's clothing, and the other 70% are non brand products.

As far as current market sales are concerned, foreign and joint venture children's wear brands are far ahead, such as rice marvellous, Li Ying Fang, and so on.

Therefore, we can say that the brand of children's clothing in China still lacks market competitiveness compared with these famous foreign products.

The reasons are manifold.

There are price problems, such as the serious polarization of children's clothing market at present. There are also aspects of design, such as the lack of novelty in style, no children's psychology, and quality problems, such as the quality inspection of children's clothing frequently exposed in the current media.

But one important problem can not be ignored, that is, the market segmentation of domestic children's clothing is not enough.

This problem is reflected in many aspects, for example, some children's clothing brands are displayed in the shop display, casual clothes and dresses are displayed on the same stage, people can't understand what their product style is; what's more, the brand design subdivision is not enough, from baby clothes, children's clothing, children's clothing, children's clothing and children's wear, all are arranged.

This extensive production mode can not adapt to the fierce competition in today's market.

Therefore, the subdivision of children's clothing market is not enough, which is a major factor restricting the development of children's clothing industry in China.

Looking at the famous brand of children's clothing abroad, every one has done enough work in the market segmentation.

For example, Taiwan brand "Li Ying Fang", with "elephant" as the symbol, promotes the brand concept of mature, stable, peaceful and hopeful. The product is located in 0~6 year old children, the style of the dress is elegant and exquisite, and the color of the dress is mainly based on the warm and lovely pastel. While the American children's wear brand "Mitch Miao", with the help of the Disney cartoon star "Mickey Mouse" as the symbol, promotes the healthy and positive brand idea. The product is located in the 4~14 year old child. The style of the clothing is mainly sportswear, and the knitted fabric is used, the color is bright, and the clothes are comfortable.

It is these well-known brands of children's clothing abroad that pay attention to subdividing children's clothing market and have a clear market positioning, so that they can gradually establish and consolidate their reputation and status in the long term market competition, and finally become the biggest winner in today's highly competitive market.

Three, domestic children's clothing brand market segmentation strategy

From the above analysis, it can be concluded that further subdividing the children's clothing market and further positioning the precise products is the way for children's wear brands to develop in the future.

So, what aspects should be considered in market segmentation?

The following points preliminarily discuss the market segmentation strategy of children's wear brands in China.

(1) children's clothing brand culture and image should be subdivided.

Brand culture is a source of brand vitality. It is a brand that can not lose itself in the changing fashion trend. It is also the place where the imagination of its product designers starts to start. The image of the brand conveys the brand culture directly to the outside world and consumers.

Therefore, the subdivision of brand "culture" and "image" is very important for enhancing the competitiveness of children's clothing brand.