Children'S Clothing Channels To Sink Channels To Become Hot Spots

< p > a few days ago, the semi annual report released by the major clothing brands found that although the overall income of some companies is not ideal, the children's wear plate is another world, which has become the biggest driving force for the garment enterprises to get warmer sales.

Industry analysts believe that the reason why the major clothing brands have bet on children's clothing, "big market, high profits, competition pattern has not yet been finalized" is the main reason.

With the coming of the fourth peak of childbirth, the demand for children's clothing market will continue to rise.

< /p >

< p > nowadays, a hot phenomenon is that the high and low end shopping malls add children's formats, clothing enterprises buy children's brands and children's brand channels sink - all businesses are optimistic about the children's consumer market.

< /p >

< p > luxury goods such as Gucci, Dior, Fendi, Aramni and Burberry have opened up China's children's market.

And Semir, 361, ZARA, H&M, GAP and other a href= "http://www.91se91.com/news/index_c.asp" > Fashion Brand < /a > also regard children's market as a new profit growth point.

In a sense, children's channel is becoming a new hot spot of competition among businesses.

< /p >

< p > < strong > children's clothing sink > /strong > /p >

The P > results showed that Semir's profit growth was almost all contributed by children's clothing during the reporting period.

< /p >

< p > belongs to fast fashion brand Semir's children's wear brand balbala has become Semir's "hero".

Data show that the first half of Semir clothing business income of 2 billion 725 million yuan, an increase of 8.51% over the same period, net profit of 284 million yuan, an increase of 14.4% over the same period.

Among them, children's clothing is very eye-catching.

< /p >

< p > earnings report shows that during the reporting period, Semir's profit growth almost all contributed by children's wear.

The income of children's clothing increased by 23.2% to 895 million yuan compared with the same period last year. The proportion of total income increased by 5 percentage points to 33% from 28% in 2011, and the gross profit margin increased 1.64 percentage points to 41.09% over the same period.

During the same period, casual wear remained weak, and in the process of going to inventory, revenue grew slightly by 2.56% to 1 billion 803 million yuan, and gross margin dropped by 4.63 percentage points to 32.67%.

< /p >

In this case, in order to further improve its performance, Semir has embarked on a channel sinking strategy for its children's products, P.

< /p >

< p > industry analysis, Semir's own judgment is that balbala brand has been ahead of its competitors in terms of brand awareness, market size and business performance of children's clothing industry.

In the context of rapid growth in children's wear industry, Barbara will continue to maintain a relatively high growth rate.

< /p >

< p > "we are now embarking on the four line of development."

In the southern part of China, the head of investment promotion in Zhejiang said to the China business newspaper, "in the city of Zhejiang, there has already been a Barbara store in towns and townships."

Semir was founded in Zhejiang, compared with the national market, its recognition in Zhejiang children's wear circle is higher.

< /p >

< p > "in Hangzhou, Wenzhou and Ningbo, some people are already trying to sell in the township market."

The above people said, "there is no franchise fee at present, the main cost is the store decoration and purchase costs."

For this attempt, the investment manager told reporters, "trying to do the county market, franchisees spend hundreds of thousands of yuan, usually in the 600 thousand yuan up and down."

< /p >

< p > of course, 600 thousand yuan is not the only threshold.

It is understood that Semir's request for Barbara franchisee, the site area of more than 80 square meters, in the town market, can afford children's clothing business franchisees tend to choose a better location and storefront area.

In addition, Barbara needs early orders from franchisees, ordering products throughout the year in spring and autumn.

According to the company's relevant information, "products need to be ordered in advance and purchased at half off price."

< /p >

< p > in fact, the threshold of half off purchase is relatively high relative to the price of the installed brand.

The reporter understands that the dealer price of the normally installed brand is seventy percent off, and many luxury brands also have a seventy percent off purchase price.

That is to say, the half off entry price determines the sales speed, discount level and inventory size of Barbara franchisees.

< /p >

< p > reporter saw in some Barbara stores in some shopping malls in Beijing, usually the location of franchised stores in the underground part of a large shopping mall does not show any advantage in discount.

Therefore, in order to further improve business performance, channel sinking and expansion will become one of the main efforts of its future.

Similarly, 361 of children's clothing accounted for 10.4% of the group's turnover, which was significantly higher than that of 7.5% in 2012.

361 of children's wear stores are still expanding significantly, with 1678 children's clothing stores, representing a net increase of 88 from 1590 at the end of 2012.

< /p >

< p > in addition, Anta's children's clothing store has entered a rapid development period. In 2009, there were only 228 children's sporting goods stores, and the number of Chinese newspapers in 2013 reached 811.

XTEP, according to its plan, will have about 300 retail outlets in 234 tier cities by 2014, which is nearly double the company's 150 retail outlets at the end of the first half of the year.

< /p >

< p > {page_break} < /p >

< p > < strong > store is the battleground for children's wear. < /strong > < /p >

< p > in recent years, children's clothing consumption in China has increased by more than two figures. Children's clothing has become a new growth point in the development of clothing industry.

< /p >

< p > reporter learned from informed sources that Wanda shopping center just finished the new season's investment promotion.

The biggest highlight of this investment fair is that Wanda will expand the scale of children's formats, and gradually shift from the outsourcing form of children's formats to the situation of children's self employment.

< /p >

< p > brand marketing expert Haisheng told reporters: "Wanda's plan is to build several main stores of children's formats. Although it will not make its own brand, it will expand this year in terms of investment scale and investment promotion."

< /p >

< p > in recent years, children's clothing consumption in China has increased by more than two figures. Children's clothing has become a new growth point in the development of clothing industry.

< /p >

< p > "2010-2015 years competition analysis and investment prospect forecast of Chinese children's wear market" shows that China will enter third fertility peak periods (the first in 1950s, second in early 1980s), and the number of births will peak in 2010.

In the next few years, the ratio of the average birth rate of the newborn is kept at about 15%, increasing by 2~3 million new children every year. The number of births born in 2010 will be doubled on the basis of the average number of births in recent years.

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

< /p >

< p > according to China intelligence research data, by the end of 2009, the number of children aged 0~14 in China was 246 million, and the size of children's clothing market in 2009 reached 68 billion yuan.

It is estimated that the size of children's clothing market in China will reach 140 billion yuan by 2015. The size of children's clothing market in China will keep increasing at an average annual compound growth rate of 12.6% in 2010 ~2015.

< /p >

< p > after the Dalian Wanda Group Co chairman Wang Jianlin boarded the list of China's richest list, Wanda Plaza's mode was once again attracted the attention of the industry.

Wanda has made two adjustments this year, one of which is to abolish the clothing industry inside the plaza and reduce the competition with thousands of department stores. Another adjustment is to increase children's formats, because children's clothing and related fields have already formed a consumption climate.

< /p >

< p > "Wanda has set up a brand library. Every development of a new store requires more than 85% of its brand to come from this brand library.

According to Wanda investment mode, if a brand wants to enter Wanda, it needs to enter the brand Library of Wanda first, so that it can have access to Wanda business circle.

Haisheng told reporters that, in a sense, how Wanda's "shuttle bus" has become a problem for many children's brands when growing up in Wanda children's format.

< /p >

< p > < strong > > a href= "http://www.91se91.com/news/index_c.asp" > network channel < /a > supplement < /strong > /p >

< p > the price of children's clothing is lower than that of Barbara, and the price of children's clothing products in the network channel is even lower. Some brands even abandon the offline channels and concentrate on expanding the network channel.

< /p >

The difference between P and traditional clothing sales is that the price of children's clothing is lower than that of Barbara, and the price of children's clothing products in the network channel is even lower. Some brands even abandon the offline channels to expand the network channels.

It is reported that Semir plans to buy online children's clothing brand green box, which is also a path for online sales channels of children's wear brands to break through.

< /p >

< p > Network < a href= "http://www.91se91.com/news/index_c.asp" > children's wear brand < /a > green box was first developed by the entity store and investment promotion mode development channel, but the founder Wu Fangfang felt the double pressure at the beginning.

< /p >

< p > although the same price is sold as offline dealers, at the order meeting in April 2009, the dealer and she asked to stop e-commerce business and threaten with no order.

At this time, the more than 70 franchisees under miss Wu Fangfang's management created a turnover of about 10000000 yuan every year, while online sales were only several hundred thousand yuan.

< /p >

< p >, but after repeated deliberation, Wu Fangfang finally decided to "cut off" more than 100 children's clothing stores nationwide, which resulted in over 10 million yuan of inventory backlog.

Wu Fangfang said that when the company was in the toughest time, its funds were only 200 thousand yuan.

< /p >

< p > "we do the brand very tired."

Wu Fangfang told reporters that "unlike those famous online shopping centers, we can outsource the most energy consuming parts, such as someone who has outsourced logistics."

In the whole operation process of the green box, Wu Fangfang will organize the team in advance to carry out exclusive design. Some of these designers come from abroad, and then the domestic foundries will be responsible for the production links in the middle, while they will grasp the two ends of the smiling curve, which are designed and sold.

At present, the sales performance of green boxes on children's wear network reaches tens of millions of yuan per year.

< /p >

P has heard rumors that Semir plans to buy the green box, but it was quickly denied by the green box.

Wu Fangfang acknowledges that some offline brands have actually collaborate with green boxes to learn the green box sales model.

< /p >