Two Sides Analyze The Domestic Children'S Clothing Brand Market

In early November 2011, the United Nations sent a symbol of "7 billion baby" cake for Philippines baby girl danike, which means that the total population of the world has reached 7 billion.

At present, there are nearly 300 million children in China, and more than 10 million newborn babies will be added each year.

First, strong international hard power.

With the introduction of NIKE, Adidas and other international brands into China's children's wear market, and other capital

Subdividing children's clothing market.

The market is still the market, and the difference is that the market needs targeted segmentation. Only when the group is clearly defined can enterprises benefit.

The children's clothing market can be divided into 0 years old baby clothes, 1-3 year old children's clothes, 4-6 year old children's wear, 7-9 years old children's wear, 10-12 year old children's wear, 13-16 year old children's wear 6 market segments.

A good breakdown of children's wear brands is because children's psychological and physiological characteristics and growth characteristics are different at different stages of their development at the age of 0-16.

Because of this subdivision, children's clothing brands can be described as "unscrupulous" in terms of clothing styles or colors.

This is the typical psychological and physiological characteristics of children in infancy.

Positioning children's clothing brand audience.

The biggest difference between children's clothing brand children's clothing market and adult market is that the children in the children's clothing market are made up of two kinds of people, one is the user of children's clothing, that is, the children, and the other is the decision makers and staff members who buy children's clothing.

The particularity of children's clothing brand children's clothing is a problem for brand promotion. Is it the parents who lock the users or the children? After all, the judgment and decision making ability of the two is different.

Positioning brand prices.

The key points of brand positioning for children's clothing are: there are two categories of products in children's clothing market, one is the low price of flooding. These products are not brand awareness, flooding the market in large quantities, and the other is high-end goods, taking the brand line.

However, in real life, because children in their own growth process, their psychological and physiological are in a period of rapid change, which leads to a shorter product cycle than the adult market cycle, and even when parents make decisions to buy, the child's body will grow and change every year.

A large number of such cases lead consumers to choose the products with high cost performance as the first choice when purchasing products, because even if they are discarded, there is nothing to be regrettable about such clothes.

The children's clothing market in China has been favored. In the increasingly competitive garment industry, if there is still the last piece of "gold mine" that has not yet been developed, it is not in the field of children's clothing.

The introduction of internationally renowned brand children's clothing products into China has both advantages and disadvantages. In addition to strengthening its own product construction, the domestic children's clothing enterprises also need to strengthen their children's clothing products in line with the national conditions in view of the domestic market.

Two: fight hard domestic blank market.

In the past, the brand of children's clothing in China has always had a large market share in the past. The enterprises represented by Guang Pai and zhe Pai have emerged from ten years ago. The development of the domestic children's wear brands has never been born as big as sports and men's wear.

The form of children's clothing in China.

China's children's clothing industry has the production base of four provinces in Guangdong, Zhejiang, Fujian and Hubei, and has a complete industrial chain. On the whole, the Guangdong plate wins by product design and production advantages.

In addition, Shanghai, Beijing and Shenzhen also have some children's wear brands, mainly based on brand export and brand operation.

The main brands of children's clothing in China are: pig, barbell, tinkling cat, rabbit *, Barbara, Shan Shan, children, red, yellow, blue, red dragonfly, Pepe Bea Bea, Beingmate, ABC, red kid, click tick, Anta KIDS, XTEP KIDS, melon, taro, Panxi, little play leather, Royal treasure, Hawai, Parker, the Garfield, Ordos children's wear, Bobbi doll, good boy, Li Yingfang, JEEP children's wear, ANN, JOJO, Lulu Bei, black cat sheriff, etc.

The competitiveness of children's clothing in China.

The brand competitiveness of domestic children's clothing is generally weak, and wholesale accounts for more than 70% of the market share. Only 10% of children's clothing brands play a brand banner in domestic children's clothing brands, and those who can compete with foreign brands are more rare.

There is a serious polarization in the domestic children's clothing brand industry, that is, the "dumbbell" competition that people often talk about.

One is that foreign brands occupy a large number of high-end domestic children's wear brand market resources, the other is domestic enterprises with low value-added products to fill the domestic children's clothing brand mass market, the domestic children's wear brand voice is very weak, and expect the emergence of strong brands.

Nowadays, the market of children's wear industry in China is very fierce. The consumption of Chinese children's clothing has increased by more than two figures. The children's clothing industry has become a new growth point in the development of the clothing industry. China will enter the third peak of childbirth, and it will form a huge consumption market for children.

The children's wear industry market has become the focus of competition and new blue ocean in the clothing industry.

The development of children's wear industry is constantly changing, bringing new opportunities and challenges for children's clothing industry in China.

In terms of brand image building, Xiaobian believes that the gap between brand image creation and domestic and foreign children's clothing industry is only a gap in consciousness. This is not too high a barrier in children's clothing industry. Domestic culture can completely open the idea of children's clothing design to cater for children's psychology, but the domestic children's clothing industry is still not considering this aspect.

International brands pay more attention to the marketing form of direct and franchised stores. A large number of enterprises in China also have this power, but they have not yet realized the true meaning of this form in shaping and maintaining brand image.

Whether brand price or brand image or brand positioning is the needs of domestic children's market development nowadays.

As long as we seriously analyze the market and conscientiously do a good job in brand positioning and orientation, such a brand will eventually win the children's clothing market.