Multi Brands Enter The Children'S Wear Market&Nbsp; The Era Of Industrial Chain Competition Is Coming

Following the announcement of Metersbonwe spring After the official launch of the children's wear brand of the Meibang series, Baoxiniao also announced recently that its new children's wear brand Billut will officially enter the domestic market on the New Year's Day of 2012. These two messages send a strong signal: in 2012, garment giants will officially compete in the children's clothing market.

At present, the reasons for the above decision of Smith Barney and Happy Bird are not clear. However, as both listed companies, it may be useful to look at the transcripts of Sima Clothing. According to the performance data released by Sima, in the first three quarters of this year, the revenue of "Sima" and "Balabala" brands grew by 26% and 48% respectively. The growth of Sima brand has slowed slightly situation The business prospect of its children's wear brand Balabala is still good, continuing the rapid growth trend in the past two years.

For Meibang, although its urban fashion brand ME&CITY launched KIDS series for trendy children's wear in 2009, it once tried to build it into a separate children's wear brand to inject new energy into the company achievement However, from the market reaction in recent two years, the performance of ME&CITYKIDS is not satisfactory.

Then look at Baoxibird. Although the launch of the Billut brand fills the gap in the children's wear market, its identity has many similarities with ME&CITYKIDS. Shanghai Billut Fashion Co., Ltd., which operates the Billut brand, is a wholly-owned subsidiary of Baoxiniao. Before the news of Baoxiniao children's clothing was announced, Billut's positioning was actually "a fashion sports brand that integrates three categories of men's, women's and children's clothing".

The homogenization of more and more brands is still serious. Even if we choose to expand the industrial chain, how to achieve differentiation is still a "big problem". Just like the shoes themselves, if you go to some terminal brand stores, you will find that the style similarity is very high. After removing the brands, you will feel that only the shoes themselves are undifferentiated. Of course, the realization of product differentiation is not achieved overnight, but an artistic work with strong artistic content. Many shoe enterprises find it difficult to develop their products in the product It highlights highlights. Service naturally becomes a key part of the overall brand image except for the product itself.

As more and more shoe enterprises begin to set foot in the e-commerce industry, online service has gradually become a key step in brand image. The consistency between offline terminal store services and online services also reflects a cultural concept of the brand itself. Just like many people like to drink Coca Cola, the taste is not different from other colas, but consumers still love the former, because what they drink is not carbonated drinks but a psychological experience of American culture, Coca Cola is the embodiment of brand culture rather than the great attraction of the product itself.

In fact, in addition to Meibang and Baoxiniao, there are a large number of foreign trade processing enterprises in Shishi, Fujian, Dongguan, Foshan, Guangdong and other places that want to enter the children's clothing market in 2012. It is undeniable that the concentration of the domestic children's wear industry is not high enough, and it is still in the primary stage of branding. Children's wear is an excellent opportunity for listed companies to improve their performance or OEM enterprises to transform. However, there is an old saying in the clothing industry that capital strength is the backbone of brand development.

The planner of a children's wear brand in Jinjiang, Fujian, told the reporter: "Nowadays, rapid response to the market has become the key for many enterprises to improve. More and more shoe enterprises have joined the expansion force of the children's wear brand industry chain, which also shows that the children's wear brand market is huge, but once the information is delayed, it will be quickly disconnected."

But imitation has always been a common problem of Chinese people. We are often tempted or even confused by superficial phenomena. When the competition in the industrial chain is in full swing, the smoke of gunpowder rises everywhere, blindly following the trend and implementing the parallel development of multiple brands strategy It is an unwise move. Exploring the essence of the market through the phenomenon is the way to win. Although it is important to be alert to the market response, blind response is also a vicious self mutilation. Perhaps at the beginning of planning the upgrading and expansion strategy of the industrial chain, shoe enterprises should consider more the cultural concept that the brand is going to convey than the product itself. Products lacking culture and connotation are always empty shells.

However, none of them is a quick course. Long term development strategy and brand planning are crucial to the healthy and orderly development of the expanded industrial chain, that is, the framework must be accurate and the direction will not be derailed.