The Present Situation And Development Trend Of Children'S Clothing Industry

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< p > it is undeniable that the domestic "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "industry encountered great difficulties in the development of 2012.

As an important component of the industry, children's clothing industry has not been able to do its best.

Children's clothing entrepreneurs believe that although the industry is facing difficulties now, it is still in development. It depends on how you think about difficulties and development.

Indeed, since difficulties are inevitable, enterprises must learn to treat calmly, sum up experience and lessons, and grasp their own direction of development.

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Chen Dapeng, executive vice president of the China clothing association, held this year's "a href=" http://sjfzxm.com/news/index_c.asp "China's top ten children's wear brand entrepreneur salon < /a >, said that making children's clothing in China has the best industrial chain and the largest market in the world. The prospect is considerable, and the core issue is how to innovate in the next step.

He pointed out that Chinese children's clothing enterprises should consider how to innovate in the process of procurement, design, production and sale on the basis of the original industry, and how to build new development advantages in the new era, from cost expansion to value creation.

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< p > < strong > < a > href= > http://sjfzxm.com/news/index_f.asp > > children's wear industry < /a > development status < /strong > /p >

< p > at present, China has more than 10000 children's wear enterprises. Industrial clusters are mainly distributed in Dongguan, Zhejiang, Huzhou, Fujian Quanzhou, Henan Anyang, Sichuan Chengdu and other places. The annual output of children's clothing is about 5 billion, of which domestic sales are about 2 billion, with a total sales of about 100 billion yuan.

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< p > for the past 2012, we can conclude that children's clothing industry has the following characteristics: < /p >

< p > < strong > one is the weak market demand at home and abroad and the slow growth.

Since /strong 2012, the total export volume of clothing in China has been increasing for several consecutive months, the growth rate of export volume has continued to decline, and the downward trend of children's clothing exports is more obvious.

Taking woven Baby Garments and accessories as an example, from 2012 to September, the export volume and export volume all showed a two digit negative growth, of which the number of exports decreased by 29.87% compared with the same period last year, and the export volume decreased by 19.04% over the same period last year.

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< p > the consumption of children's clothing in the domestic market has experienced rapid growth for several years. Since the end of 2010, the growth rate of children's clothing has been leveling off steadily, but it has dropped steadily.

According to statistics from the China National Business Information Center on large retail business enterprises, sales of children's wear still maintained more than 10% growth in October 2010, while sales of children's wear increased by 7.28% in December 2010. By the end of 2011, children's clothing sales increased to 4.30%. In 2012, the sales of children's wear increased by only 4.05% in 2012 and August.

At the same time, the total sales volume of clothing sales increased by only 0.53%.

In the 13 categories of clothing products that were counted in the China National Business Information Center, the sales of 6 categories of products appeared negative growth over 2%, while the sales of 4 kinds of products were only about 1%, while the sales of only two products increased by more than 4%.

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< p > < strong > two is the domestic competition pattern and market segmentation.

< /strong > after a period of development, the competition pattern of children's wear industry is relatively stable, and the brand echelon formed from various aspects such as region, grade, style and type has already appeared.

But with the change of consumption demand, competition is becoming more and more complex, and the competition pattern has changed quietly. The pressure of market competition has accelerated the coming of the era of children's clothing market segmentation.

This market segmentation is not limited to age, grade, region, but also in character, preference, function and so on.

Market segmentation creates new market opportunities, breaking the original competition pattern and narrowing the market space of each brand.

According to statistics from the China National Business Information Center on the major retail enterprises in China, the top ten brands of children's clothing sales in 2011 were less than 30%, down 1.73 percentage points over the same period last year.

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< p > in fact, under the influence of external macro environment, the entire Chinese manufacturing industry is now facing greater difficulties.

The environment, development conditions, industrial development elements and consumers of children's clothing industry in China are also undergoing profound changes. The Chinese children's clothing industry has indeed come to a stage of pformation.

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< p > < strong > three is the traditional profit model is challenged and the new marketing mode is diversified.

< /strong > at present, the profit mode of children's clothing enterprises has been severely challenged under the pressure of raw materials, labor costs and the rising cost of business. Many brands and enterprises are innovating the profit model through innovative marketing mode.

In addition to traditional department stores, brand stores, supplies chain stores and large living houses, some innovative marketing modes are gradually being accepted by consumers, and there is a rapid growth trend.

Such as online and offline combined network marketing, animation and cartoon marketing, public welfare activities marketing, multi brand combination marketing and other new marketing mode, its market effect is gradually emerging.

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< p > in terms of network marketing, in 2012, the famous brand of children's clothing in China began to develop e-commerce.

Cao Shengkui, chairman of the board of directors, said: "in order to grasp the market opportunities for the rise of e-commerce in the past two years, we have conducted detailed research and planning in many aspects.

After comparing with online and offline competitors, he decided to start developing e-commerce from 2012.

He also believes that the long term reputation of the entity stores has dispelled the concerns of customers, and the online stores have added the geographical limitations of the physical stores.

With the popularity of network construction, the emergence of 4+2+1 family mode (four old people, parents supporting a child), and the reduction of urban differentiation, the brand children's clothing, especially the development of network operation, is relatively large. It can serve as the main market for the development of children's clothing brand development terminal network, and lay a solid foundation for sustainable development for brand management development and brand market share.

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< p > < strong > four is a two-way expansion of sales channels, and brand breakout is steadily advancing.

"/strong >" the speed of urbanization in China is speeding up. The awareness of branding of children's wear in small and medium-sized cities is accelerating, and the trend of consumption upgrading in the two or three and four line market is obvious.

In the first and second tier markets, the domestic brands with high popularity have more advantages in the three or four line market to achieve rapid subsidence and intensive penetration of sales channels. The first and second tier children's wear brands have begun to lay out in the three or four line cities.

At the same time, some brands that have a certain foundation in the three or four line market have begun to infiltrate the first and second tier markets through various channels and means.

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< p > < strong > the development trend of children's wear industry < /strong > < /p >

< p > < strong > first, the industrial structure has gradually become three-dimensional and full.

< /strong > product segmentation, brand positioning, marketing mode, market channel and format will be divided into layers, which will gradually expand the children's clothing industry from flat to three-dimensional. There are various marketing modes, different scales and horizontal industrial chains in every subdivision industry. There are also vertical chains such as leading brand enterprise groups, regional market brands, processing enterprises and industrial clusters. Capital, design, professional market and marketing team are interwoven among them.

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< p > < strong > two is the trend of multi brand and collectivization.

< /strong > with the in-depth segmentation of children's clothing market in China, the sustainable development of multi brand collectivization has become a trend. In the whole country and even the whole world, the effective integration and effective control of all kinds of resources on the upper and lower reaches of children's clothing can be realized in order to maintain a higher market share in the constantly subdivided market.

At the same time, China's children's wear brands will also get more diversified and broader commercial development opportunities. Brand integration stores, SPA models, buyers of electricity providers and other more "commercialized" enterprises will follow.

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< p > take brand integrated store as an example.

In this year's "China's ten children's wear brand entrepreneur Salon", vice president of the Beijing Parker blue limited liability company, Mr Luo Jie fan, said that the development of the joint store mode will get a larger area in the shopping mall, and the related costs will also be reduced, so the integrated store mode must be considered.

"Not only department stores, but also similar children's clothing brand shops in main streets of some key cities."

Pu Xinquan, chairman of Huzhou today's Clothing Co. Ltd., believes that the rising cost of channels is an irreversible fact. The rent of the mall platform will also increase.

"Brand integration store mode has appeared in the market to be successful, profitable model, should be an important channel for future children's clothing brand development."

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< p > < strong > three is the trend of modernization and capitalization.

< /strong > in recent years, more and more children's clothing enterprises have integrated modern enterprise management concepts, implemented the modern enterprise management system, and redefined the production and operation of enterprises with digitalized, intellectualized and informationalized management concepts. The capital structure of some advanced enterprises has already been realized or is heading for "industrial capital + commercial capital + financial capital".

In the future, industry concentration will be further improved and intensive development trend will be more obvious.

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< p > < strong > four is the pformation of industrial clusters and scientific development.

< /strong > with the intensification of market competition, the development of industrial clusters is faced with severe challenges from domestic and foreign markets and their own competitiveness, and pformation and upgrading are imminent.

The pformation and upgrading of industrial clusters will take the construction of specialized and market-oriented public service platform as a means to encourage enterprises to carry out product innovation, technological innovation, management innovation, marketing mode innovation, and guide the development of industrial chain extension and high-end development, so as to form a new competitive cooperation system with the characteristics of large and medium sized enterprises, and the main characteristics of coordination and hierarchical competition.

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< p > for example, Zhili Town, Huzhou City, Zhejiang Province, is famous for children's wear and is a famous Chinese children's wear town in China.

At present, there are 13479 children's clothing enterprises in Zhili town.

Children's clothing scale enterprises 23, has a brand of China's ten largest children's wear.

Zhili town actively builds platform cluster development, takes the lead in adopting the industrial land auction mode in the whole city, and unified planning and construction of the three major industrial parks, such as children's wear boutique garden, children's wear science and Technology Park and children's wear Innovation Park, attracting hundreds of children's clothing enterprises in the local and domestic areas to enter the park, gradually forming a "family workshop quality Park - industrial scale Park" ladder cluster development pattern.

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In the next step, P will develop several super large enterprises and set up a number of industrial and trade cooperative enterprises to introduce a number of well-known enterprises, cultivate a batch of foreign trade enterprises and upgrade a number of supporting enterprises.

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