The Strange Phenomenon Of The Clothing Industry: "Adults Squeeze Children"

　　在金融危機(jī)的前后,服裝界出現(xiàn)了一種怪現(xiàn)象叫成人擠小孩,成人裝行業(yè)和童裝行業(yè)有各自的特點(diǎn),那大人擠小孩會(huì)有什么后果呢?

"Adults squeeze children" refers to the phenomenon that adult clothing brands have developed children's clothing into children's clothing market. Now some famous international brands include ADI and Nike. Domestic Anta, Lining, 31st degree, seven wolves, Bosideng, Kangnai group, YISHION group, Giordano and so on have all entered the children's wear market. Barbara, the best selling children's clothing in China, is also well known by Semir group. The phenomenon of crowded children is a good thing for Chinese children's clothing industry. If there is no competition, there will be no development and competition can reintegrate the pattern of children's clothing industry and redistribute resources to lead the brand, competitive brand, following brand and other brands. The phenomenon of adult crowding is mainly related to the industry of adult clothing and children's clothing.

1. Characteristics of adult wear industry

1, after many years of market integration, the adult clothing market has basically formed a relatively stable pattern. The market is basically a few leading brands, competitive brands, following brands and bottom brands. There are quite a number of Listed Companies in suits, casual wear, sportswear, down garments and so on. Especially the clothing companies of Fujian section have been listed in recent years.

2, adult clothing entering the children's clothing industry has a relatively strong financial strength. Because of its mature experience and ideas of adult fashion design, it can be easier to find children's design talents, and the design of children's wear is lower than that of adult clothing.

3, the adult clothing channel is more mature. The adult clothing enterprises in Fujian will regard the number of shops as the main indicators of development, and often see them publishing news, breaking through thousands of stores in mainland China and so on. These adult brand channels have many resources and children's clothing can be shared, such as shopping malls resources, commodity knowledge, promotion means, target groups (children's clothing consumers are adults).

Two, children's clothing industry characteristics

1, no leading brands, and no listed companies. Although it is known as the last piece of cake in the clothing industry, every enterprise does not have much cake, and the largest sales of Barbara's children's clothing may exceed 2 billion yuan in 09 years. There are more than 1000 brands in China's children's wear market, about 200 on the scale, and brands often appear and disappear in the market. It seems that the children's clothing industry has the northern brand and the southern brand can not pass the Yangtze River.

2, children's clothing is different from adult clothing. When parents buy clothes for children, they first consider the fabric, which can not cause damage to their children's skin. Secondly, safety, zippers, buttons and so on can't cause harm to children. If you are a bit older, you will consider workmanship, style, price, brand and so on.

3, children's wear brands are divided into several categories. International Sports children's wear brand, nikekids, Adidaskids; domestic brand development by adults, Antakids, LiNingkids, seven wolf wolf children's clothing, Barbara; with a certain scale, there are parkland, water boy, Babu bean, Mitch, good children, Li Ying house, etc. cartoon brand children's wear, old Disney, Lion King, the more fire like the rainbow cat, blue rabbit, seven heroes, happy and so on; there are garden babies, Transformers, Popeye and so on. There are also some European children's wear brands that are starting to enter the Chinese market. These children's clothes are about sale. They represent British brands such as Mothercare, h&m children's wear and ZARA children's wear.

4, children's clothing market consumer groups change. After 70, parents gradually spanferred to the teenage clothing market, and the number of post-80s parents became more and more. Their buying habits were different from those of their parents after 70. China's 214 style family structure is very special, children's birthday or holiday, there will be many adults buying clothes for children as gifts.

5, the impact of the financial crisis on children's clothing industry. Before and after the financial crisis, many enterprises that originally developed foreign children's wear market began to do the domestic market, and some customers who made foreign children's products market began to turn their focus back to China. On the one hand, children's clothing market entry threshold is low, on the other hand, it also shows that it is immature, immature leads to death or huge potential.

Three. Adults squeeze children.

Children's clothing market now that so many adults squeeze children, it will inevitably push children down, or adults and adults crowded; tumble on the ground into a concussion or scratched, and some left fatal internal injuries. Adult clothing enterprises entering the children's wear industry will aggravate the competition of children's wear industry and accelerate the survival of the fittest. Leading brands, competitive brands, following brands and bottom brands are emerging.