The Chinese Maternity Dress Industry Has Great Potential &Nbsp; Many Tests.

There are many opportunities and challenges in the maternity dress industry.

With the substantial improvement of the living standard of our residents and the changing environment of the outside world, the peak of marriage and childbirth has led to the whole.

In recent years, with the arrival of the first batch of only child in China in the late 70s and early 80s, the arrival of the first child of marriageable age reached a new round of marriage boom and peak period. Due to the new generation's growing concern, concern about the quality of life and the new concept of birth, the maternity dress industry has never changed from covert to dominant, and has attracted the attention of many parties. Many manufacturers have joined the industry to change the pattern of the industry, and various signs in the industry also show that the period of integration and pformation has arrived, and many brands have made efforts to compete for the leading brands.

However, who can really use the opportunity of prosperity to stand out quickly and laugh to the end? This is a serious test.

Competition pattern

The level of structure is obvious, and the degree of brand concentration is low.

The huge and stable consumption crowd, unprecedented consumption ability and market demand have given birth to a large number of pregnant women's clothing production enterprises.

According to statistics, there are nearly 100 enterprises producing maternity dress in China, and there are many brands from Hong Kong and Taiwan.

However, these enterprises are generally weak in strength, most of which are small factories. These small manufacturers have small shipments and single styles, and target customers are low-end consumers.

However, after years of development, through the natural selection and integration process, the strength of the added competitors becomes stronger and stronger, and the starting point is getting higher and higher. Some enterprises with system resource integration ability and brand operation have come to the fore.

At present, according to the sales volume, brand power and other indicators, the brand of pregnant women's clothing in China basically has the following competitive pattern:

The first tier: Hui Bao, Qi Ni, 010, O.C.T.mami, positioning in the high-end, with strong brand power, sales are relatively large.

At present, the focus of competition is on products, mainly in terms of design, style and price competition.

Because of its strong brand support, it occupies the main shopping malls in the channel, so the channel is relatively stable.

This life, baby, heart, pregnancy, and Fairy

The third tier: other small and scattered low-end channels of various brands, mainly scattered small brands, low prices, channels on the go, mostly scattered in some two or three and below market of pregnancy baby combination shop, wholesale market.

From the current competitive structure, we can see that the current Chinese maternity dress market is still a separatist regime with low brand concentration, but in recent years, strong brands have become increasingly prominent.

But there are various signs that the present structure is highly unstable: the competition and brand promotion among the existing brands of pregnant women's clothing and the participation of international brands and capital that are already in sight will make the Chinese maternity dress industry undergo a new round of integration and reorganization.

Since most brands (including the first brand) have not yet been truly branded, there is no real channel for innovation and upgrading. Therefore, if any enterprise can make use of opportunities in the coming years to achieve brand operation and make systematic efforts in channel innovation and brand promotion, it will be able to enter the first brand camp quickly, especially the brand of the second door.

And if the brand of the first line can not strengthen the brand operation with the existing advantage, and enhance its own system competitiveness, it may fall to the second path.

Two, the main problems facing

As mentioned earlier, in the current three brand lines, the high-end market is still mainly about product competition. The competition is in design, style and price. The middle end market is mainly focused on channel competition, so there is no real brand competition at present.

This can be seen from two aspects.

First, from the perspective of enterprises, there is no systematic operation of brand operation for maternity enterprises, including the operation of the system from consumer positioning, brand positioning, brand core value determination to brand system communication, brand leadership, product design, channel development and terminal governance.

On the other hand, from the perspective of consumers, there is no brand that can occupy the minds of consumers, and consumers' recognition of maternity dress brands is still relatively low.

With the growth of a large number of post-80s mothers, the maternity dress market has ushered in a new main force of consumption.

Influenced by factors such as growing environment, fashion sensitivity and consumption consciousness, the new force not only focuses on product quality, but also pays more attention to brand name and brand identity.

At present, few brands can have such brand status in the eyes of consumers.

Brand positioning is not clear.

At present, there is no real brand competition because of the lack of brand operation.

The key here is that the brand positioning is not clear.

There are the following aspects:

First, the positioning of consumers is not clear. The brand positioning of consumers in various ways is broadly similar. Even though there are two or three different routes between different grades, there is little difference in the location of consumers. Most of them will refer to urban white-collar workers serving 25~35 years old.

However, because the psychology of consumers is not studied from a deeper level, consumers are distinguished from lifestyle, mental, social psychology and consumption concepts, so as to carry out brand value, personality, connotation and communication design.

Therefore, although there are differences in the description of consumers in different enterprises, it is difficult to provide guidance for brand positioning and brand planning because there is no essential difference between consumers' minds.

Two, the core value of the brand is empty. Most of the brand concepts are settled in the empty ideas such as beauty and fashion, and the core value is relatively empty, so the individuality of the brand is difficult to highlight, and the brand positioning tends to be identical.

Brand positioning is not clear, also reflected in the majority of brands in the two or three way mentioned that the brand of high-end maternity dress is made, but the specific implementation of brand products, communication, channels and so on are not reflected.

Calls for the introduction of industry norms

At present, China has entered a new round of peak period of marriage and childbirth. There are huge business opportunities in the domestic infant industry. It can be said that the textile and garment industry will focus on further development in the next five years.

However, at present, the development of maternity industry is not optimistic.

According to statistics, at present, there are less than 100 enterprises specializing in the production of maternity dress in China, and most of the enterprises are small in scale of production, mostly in family workshop type production, and the technology is low, the strength is weak, and the quality is difficult to guarantee.

There are less than ten famous brands of pregnant women in China, such as Jing Qi, Hui Bao, October Mommy, Jenny, and 010.

Therefore, there are many brands of maternity dress in the market, the quality is also good and bad. The one-sided manufacturing concept of production enterprises blindly exaggerates the effectiveness of products to deceive consumers.

However, the main reason for this situation is that there is a lack of uniform and precise standards for the production and testing of maternity clothes in China.

Therefore, in order to lay a solid foundation for the long-term development of the industry and at the same time for the healthy growth of our country's next generation of infants and young children, the relevant experts call for the relevant departments of the state to introduce production and testing standards as soon as possible, standardize the production and testing behavior of enterprises, further standardize the market, and protect the legitimate rights and interests of consumers.