Children'S Wear Market Is Expanding. Some Famous Brands Lose Quality For Rush Speed.

The world is changing so fast that many things that happen to children are unimaginable.

20 years ago, who could have thought that children need to use diapers? Who can think of children asking Yuesao, who can figure out hundreds of dollars for a child's clothes?

Now, these things have come true.

More than 20 years ago, many children would wear their remaining clothes. If a little boy wore a big red coat, he would go to school. There was no doubt that this dress must be worn by his elder sister.

In the past, buying clothes will buy the bigger one, because children grow fast, and the clothes they buy this year can continue to wear next year.

Now, if you tell these stories to your children, they will think it's an Arabian tale.

For today's children, they not only have colorful clothes, but also have their own popular brands.

In a ZARA store in Beijing, there is a large room specially designed for children, or more clearly, specifically for children's parents.

There

Different from other families, they are all very fashionable. If children armed with ZARA are armed, they must be one of them.

However, in the interview process, the reporters found that the price of these children's clothing is not cheap, two hundred or three hundred yuan a piece, is a common thing.

Reporter: do you always have children's wear? How much is the price?

Shop assistant: there are always children's wear.

Prices range from 100 to 300.

Why are these clothes so expensive? ZARA's shop assistants naturally praise their products.

And customers who buy children's clothing in the store also admit that ZARA's clothes are really very foreign.

Reporter: Why are children's clothes so expensive?

Shop assistant: good quality and good style.

Customer: I bought it for my little niece. It was beautiful and quite foreign.

As a "foreign brand",

It's expensive and fashionable, but for children's clothing, the most important thing is the quality of the product.

At this point, ZARA's performance is very dissatisfactory.

In recent days, Shanghai Quality Supervision Bureau announced the unqualified children's clothing products, ZARA list.

The reason is that ZARA children's shirts are not qualified.

The same situation not only appears on children's clothing, according to media, as the global giant of "fast fashion" wind vane, ZARA has repeatedly fallen into the "quality gate" in China.

A scene like this happened at a wedding. When the bridegroom knelt down and was about to put on a wedding ring for his wife, there was a loud ringing sound. His trousers were split from the crotch to the waist.

He wore the 699 yuan Zara trousers, when the trousers were almost torn apart from the crotch to the back, leaving only the lining fabric connected.

It is believed that this matter will leave a great impression on the couple's emotional life.

Many years later, whenever you talk about this wedding, the crotch will be ripped off by the relatives and friends.

What's wrong with ZARA? As a brand that is "fast fashion", why does it often cause quality problems? Someone describes the business strategy of ZARA.

1. speed: synchronize with fashion.

From the identification of fashion trends to the introduction of new fashions into shops, Zara takes only 15-30 days; 2. a small amount: manufacturing is scarce.

Maintain "hunger", and the mid size clothes are sold on Tuesday and Friday only.

Customers are encouraged to patronize for two times, drive other products to consume, reduce inventory, and 3. more: keep fresh.

More than 12 thousand garments are produced annually and two times a week.

Are these strategies applied to children's clothing, too?

Reporter: your home is called "fast fashion", so what is "fast fashion"?

Salesperson: that is, it updates faster, and the style is more and more fashionable.

Reporter: is this the same for children's clothing?

Salesperson: so is children's clothing.

We meet two times a week, not to mention what will be on this summer, because there are basically new ones.

Does ZARA sacrifice quality for speed, "fast fashion" means fast coming?

In fact, the quality problem of children's clothing is not only reflected in this children's clothing manufacturer.

According to the latest data released by the AQSIQ, 26 brands of children's clothing such as jade, estele, Didi deer and golden key are unqualified, which are inconsistent with fiber content and content. PH value, decomposable carcinogenic aromatic amine dyes and moisture resistance rubbing fastness are over standard.

The staff of the Beijing Consumers Association randomly purchased children's clothes from shopping malls, supermarkets, clothing markets and shopping websites. The samples involved 63 children and infant clothing produced or distributed by 47 enterprises in seven provinces and cities such as Beijing, Shanghai, Zhejiang, Jiangsu, Fujian, Guangdong and Shaanxi.

It mainly tests seven quality indexes, including fiber content, formaldehyde pH value, color fastness, and decomposed aromatic amine dye.

After testing, 21 children's clothing had different quality problems, with an unqualified rate of 33.3%.

Behind the worrying quality of children's clothing, many brands are concentrating on the reality of children's wear market.

In addition to companies specializing in the production of children's clothing, many brands that originally made adult clothing also eyed the market, such as Metersbonwe, seven wolves, Bosideng, Anta, Adidas, etc., and even Versace, GUCCI and other international big names also began to set foot in this market.

According to reports, in recent years, domestic consumer demand for children's clothing showed a steady upward trend. It is estimated that by 2015, the size of children's clothing market in China will reach 200 billion yuan, and the children's clothing industry will be in a good development period in the next 20 years.

According to the analysis, the prosperity of children's wear market benefits from another baby boom.

China will enter the fourth fertility peak, and the new baby boom will bring "the baby boom".

A full-scale outbreak.

At the same time, some experts analyzed that the new family mode of "421" mode gradually became the mainstream of Chinese Society (that is, the family structure produced by the only child generation: 4 elderly, 2 adults, 1 children). The children became the focus of their families, and the investment of families on their children was also increasing. This directly accelerated the consumption of children's clothing.

Just when everyone is concentrating on their children, when children are getting more and more beautiful, children should not neglect the quality of children's clothing. Children are not only the hearts and minds of parents and old people, but also the hope of the next generation.