Children's Clothing Brands In Hunan Are Relatively Vulnerable.

The 22 China International clothing Clothes & Accessories Children's wear show at the fair.

China Apparel Association recently released an annual report that today there are three blue seas in the clothing industry: clothing for the elderly, underwear for household wear and children's clothing. However, in the clothing industry of Hunan, children's clothing and the industry of middle-aged and old people are almost blank.

At the 22 China International Clothing and accessories fair, which ended in late March, the children's wear exhibition hall was full of popularity. From Zhejiang, Shanghai, Guangdong, Fujian and other provinces, the well-known children's clothing brands attended the exhibition, attracting a lot of intention agents and people watching the exhibition. On the contrary, there is no children's clothing brand in Hunan.

In response to this phenomenon, Tang Xiaojian, Secretary General of Hunan garment industry association, said that the brand of children's wear is relatively weak in our province.

　 Children's wear

Missing local brands in Changsha children's wear market

Without fame and choice, agents will go far.

[phenomenon]

Changsha children's clothing market is all outsiders.

In the streets and shopping malls in Changsha, almost all the children's clothing brands in the field and abroad. In April 2nd, reporters visited a number of department stores, hard to find the brand of local children's clothing in Hunan.

On the people's road, there are 21 children's clothing brands, such as Ann, small camel, and Li Ying Fang, mostly from the brands of Shenzhen, Guangzhou, Jiangsu and Zhejiang, and a small number of foreign brands such as France and Korea. According to friends of the Department Store responsible person, ANN, balaba, AI FA Bei, small Anta and other children's clothing brand sales.

A store manager who runs the brand beetle house in Hongkong told reporters that children's clothing has a higher profit margin. A children's down jacket can be sold for more than 1000 yuan in the shop. This proves that Changsha people have a certain spending power on children's clothing.

Because of the high profit and strong consumption power, many adult clothing brands have launched their own children's clothing. ADI, Nike, Anta, clothing and love, H&M, Zara and other brands have their own children's wear lines.

[investigation]

Children's clothing agents go far.

However, why is such a "geomancy treasure land" lacking the brand image of Hunan?

The reporter understands that Hunan has the brand of local children's clothing, but the children's clothing agents in Changsha prefer to go far.

Ms. Peng, owner of the children's clothing brand in Changsha century Jin Yuan shopping center, said that she did not consider the brand of the local children's clothing. "But the local children's wear brands are not well-known, and few brands have no choice space."

She also considered Zhuzhou. Children's wear The source of bulk cargo is: "although there are two good merchants in Zhuzhou who operate children's wear bulk businesses, there is no fixed brand impression, and customers are easy to lose." Based on these factors, she changed her mind and began to look for famous children's clothing brands in Shanghai, Guangdong, Fujian and other places.

[observation]

Industrial chain is the way out

At the 22 China International Clothing and accessories fair, Zhili, Humen, Shishi and other local children's wear exhibition groups held a group to show their advantages in the children's clothing industry chain.

A children's clothing brand leader in Zhili said that the development of the children's clothing industry depends on the brand of children's clothing, the mature and mature industrial chain, and the strong support of local governments.

For Hunan local children's clothing brand development, these development elements are also applicable.

Tang Xiaojian, Secretary General of the provincial garment industry association, said that the brand of children's wear is relatively weak in our province. In the future, there will be a long way to go for the development and growth of local children's wear brands and even to the whole country.

Pan Wenxiu, the whole media reporter of Sanxiang Huasheng

Outside the box

Weaving phenomenon in children's clothing industry

There are more than 10 thousand children's clothing enterprises in China, with an annual production of 1 billion 150 million children's garments and an annual turnover of over 35 billion yuan.

According to the director of a children's clothing brand in Zhili, the industry chain of Zhili children's clothing is relatively complete, forming a series of related industries, such as children's clothing design, production, fabric supply, computer embroidery, printing logistics, and other public service platforms, such as garment inspection center, fashion design center, clothing Museum and so on. The government of the Zhili government has assembled more than 20 children's wear brand exhibitors fair, which is also for brand promotion.

　 Old Age Pack

The profit margin is bigger, but business is not much.

Old people's clothing business is caught in a strange circle.

Nowadays, with the problem of aging population becoming more and more prominent, the clothing for the elderly is supposed to have a huge potential market. However, many elderly people find that there are few clothing stores and clothing brands in Changsha. What causes the old people's clothing management to fall into such a strange circle?

　 [phenomenon]

There are few clothing stores for the elderly.

"Now the streets are all clothing stores for boys and girls, and clothing in the mall tends to be younger, like our elderly people. clothes It's too difficult. " Wu Xijie, who was over sixty years old, said that he often worried because he could not buy clothes. "My son also thought that I could not bear to buy it, and I could not buy any of those clothes all the year round."

Reporters visited several shopping malls, supermarkets and clothing stores in downtown Changsha, and found that there are few clothing stores for the elderly. At present, there is no decent clothing brand for the elderly. Clothing stores specializing in clothing for the elderly are also rare. Some middle-aged and elderly clothing are mixed in the boutique women's clothing and men's clothing area, and the location is partial, the style is single.

　　 [investigation]

No sale, famous brand dystocia

"The desire for consumption of the elderly is not high, and it is difficult to buy a few clothes all the year round, and many of them are old styles, so the price can not be raised and sold." Many businessmen said they would not like to dress for the elderly. {page_break}

The fashion dress for young boys and girls is very fast. From the new planning to the production and production, it can be completed in a week. The clothes design of the old people is invariable, but the style of a few years ago has not been innovating, and has gradually fallen into a dead circle.

However, a boss who has been engaged in clothing business for many years thinks that the consumption power of young people is stronger than that of the elderly, but they are more suitable for them. They can be more selective, and often do not sell. In contrast, the styles of clothing for the elderly are relatively few, and they do not pay much attention to the style, but also care about the fabric and quality. Therefore, as long as the basic fancy will be bought.

Why can't the elderly clothing market promote the competition among businesses and improve their quality?

Peng Bingzhong, a professor at the school of economics and trade of Hunan University of Commerce, thinks that the main reason is that the elderly consumer groups do not want to spend money and the desire for consumption is not strong. In addition, he also believes that when children buy clothes for their parents, most of them only start from the perspective of care, and have few requirements for brands and fashion. This also makes it difficult to promote famous brands from the side.

　 [expert]

Businessmen should pay attention to guiding consumption.

Some experts predict that in 2014, the elderly population in China will exceed 200 million, reaching 300 million in 2025, and the proportion of elderly population in 2042 will exceed 30%. Therefore, the huge population base will provide a broad field for the elderly clothing market, and the aging population will become a golden key to open the door of the elderly clothing market.

Peng Bingzhong also gave his own opinion on the promotion of clothing for the elderly in the current stage. He believes that the consumption enthusiasm of the elderly needs guidance, not only that their children are willing to spend money for them, but also that they are willing to spend money for themselves. Businessmen should also care about the consumption of the elderly, which is inexpensive, small profits and quick turnover, which makes it easier to produce well-known and professional brands that consumers are fond of.

　 Reporter's notes

The way to win the sword

In the world of swordsmen, the swordsman needs to be smart and able to increase his chances of winning. Jin Yong, who has been regarded as a martial arts desperate school, has always been regarded as the ultimate change of sword.

In the economic market, if we want to win the recognition of the market, we also need to take the sword and move forward.

When it comes to clothing enterprises, when most people are concerned about men's clothing and women's clothing, some enterprises have already seen the potential of children's clothing, old age clothes and other market segments. Today, children's clothing such as Ann, Barbara and so on already occupy a high market share, and the elderly clothing in Hubei has also formed a certain share of the industry.

In fact, as early as the mid 1950s, American market scientist Wendell Smith put forward the concept of market segmentation, based on the different classification of consumers, to explore different market potential and share.

Obviously, Hunan The clothing enterprises have not yet fully understood the significance of "market segmentation". At present, the clothing industry in Hunan has not yet become a strong brand in the whole country. When adult clothes have been on the battlefield in full swing, can Hunan's clothing enterprises take another way to occupy the undiscovered market with a different vision and way?