Children'S Clothing Portfolio Or Expansion How To Choose Their Own Way Of Survival

< p > 2014, under the situation of "a href=" http://sjfzxm.com/pioneer/ "> children's wear > /a" and the overall market downturn, the trend of the electricity supplier has also made the brand enterprises face the greatest test. The implementation of the policy of "two child alone" has injected a needle to the baby industry. How to make the market forecast for the children's clothing brand enterprises in the face of the future and unknown consumer market? < /p >
< p > < strong > looking for a new way out: "combination" out of cards < /strong > /p >
< p > Case: Semir Group signed the agreement on the purchase of assets with Hongkong Ruizhi Group Limited ago and bought two educational brands and related children's education business of Shanghai, which owns FasTracKids (genius baby) and FasTracEnglish (little earth). Semir group takes advantage of this to increase children's business and enter the children's education market. < /p >
< p > Semir group responsible person said that the company's children's wear brand balbala has become the first brand in the market share of children's clothing in China, with 5 million to 6 million VIP customers. These customers have the possibility of becoming children's early trainees. Next is the company has franchisees and agents in all parts of the country, including more than 3000 offline stores. At the same time, the company will provide financial support to expand business in the future. < /p >
< p > > a href= "http://sjfzxm.com/pioneer/" > commented < /a >: the brand "crossover" combination in clothing circles has long been nothing new, but what kind of partner to choose is most suitable, but it is a problem that the industry has been thinking about. Under the stimulus of the "two child alone" policy, many domestic apparel enterprises have entered the children's clothing industry. Including Jiangnan cloth, red dragonfly, Taiping bird, 361 degrees and so on have gradually penetrated into the field of children's clothing, and have already tasted the sweetness. The layout of clothing enterprises in infant industry is getting deeper and deeper. Take Semir as an example, after the good development of balbala children's clothing brand, once again, a heavy purchase of the acquisition card was made to layout the early education industry. According to Semir's 2013 earnings report, children's wear has become the driving force of Semir's drive to increase revenue. The proportion of income has increased from 1/4 to 1/3, and the retail sales of children's clothing have nearly 20% growth. < /p >
< p > according to relevant data, the scale of children's clothing market in China in 2013 was 140 billion yuan, and sales in the first quarter of this year reached 40 billion yuan, and it is expected to exceed 170 billion yuan in 2014. According to the "2012~2015 children's clothing industry report" released by the National Bureau of statistics, the annual output growth rate of children's clothing industry can reach 25%~30%, far higher than that of the adult clothing industry. Moreover, the younger generation's parents pay more attention to the brand and the price sensitivity is slightly lower. This change is expected to bring opportunities to the fashion children's clothing industry. < /p >
< p > < strong > expansion sequelae brand "shrink" < /strong > < /p >
< p > Case: when a large number of clothing brands frequently come up with "shop closing tide", children's clothing brands also seem to have the same problem. The children's clothing brand, which has a certain influence in the field of pregnancy and infant consumption, is mainly sold in children's clothing and animation derivative products. It has been distributed in 25 provinces, municipalities and autonomous regions throughout the country, and has a large retail distribution network of more than 500 stores and counters. But in the past two years, it has been showing signs of "shrinking", breaking the supply chain of the brand, selling the goods without the terminal, and the employee's rights protection behavior triggered by this, pushing the frog to the cusp. < /p >
In September 29, 2010, when Dr. frog was listed in Hongkong, it was oversubscribed 485.47 times, freezing 120 billion 881 million Hong Kong dollars. It was the first listed consumer product company in Hongkong stock exchange. At the same time, it was also the world's most valuable consumer product developer and retailer in the world at that time. < /p >
Shortly after the listing, Dr. P, chairman and CEO of Dr. frog's board of directors, mentioned that Dr. frog had completed the first upgrade from product to brand, including self brand to authorized brand, and then completed the second upgrade from brand to channel. After the two industrial upgrading, doctorate completed the docking with the international capital market, and successfully became the "first consumer of consumer goods" listed on the main board of Hongkong. < /p >
< p > the miracle of the consumer products industry, retail industry, traditional enterprise and other fields created by Dr. frog has been suspended for some time now. < /p >
< p > > a href= "http://sjfzxm.com/news/index_q.asp" > comment < /a >: listing financing can undoubtedly accelerate the speed of brand expansion, so as to take advantage of the market. Unfortunately, the situation of misjudgement is now forced to close. Blind rapid expansion and opening shop make the PhD frog suffer the loss of failure. In order to make the plate bigger and unconditionally develop franchisees, it is easy to create products, services and supply chains behind the cost. With the rapid expansion of the sequelae prominent, many enterprises began to slow down the pace of expansion, while closing some of the less profitable stores, began upgrading stores, or simply expand new channels. < /p >
< p > nowadays, the biggest consumers of children's clothing are young people after 80 and after 90. Most of them take the way of online shopping to make children's articles, evaluate quality and deliver goods to the home. The new consumption pattern undoubtedly brings more impact to many children's wear brands. "Online shopping is more than 15%~30% saved by supermarkets and baby stores." A frequent online shopping lady Chen said. Difficulties change while thoughts change. Crisis sometimes also means a turning point. If the children's clothing brand can see the positive transformation of the situation and work hard on product segmentation and channel, it will probably lead the way out of the downturn. < /p >