Take A Closer Look At The Coexistence Of Opportunities And Crises In Children'S Wear Market

　　 China's children's wear market: turning point and crisis

There are still competitive risks for garment enterprises to blindly open up the children's clothing market. After all, the children's clothing market will also be restricted by the balance of supply and demand. Clothing brands must carefully analyze the current hot market and calmly look at the hidden problems behind the hot market.

The large-scale acquisition of several major clothing enterprises proves from one aspect that children's clothing has become Clothing enterprises Focus of strategic layout. This is not only a turning point in the market, but also a crisis of competition for enterprises that have always operated children's wear brands.

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Careful consumers will find that more and more brands have extended their tentacles to the field of children's wear. Whether it is fast fashion such as ZARA, H&M, GAP, or uncommon clothing brands, children's clothing accounts for a large proportion in their stores. Even international brands such as Baby Dior, D&G baby and Armani Junior have launched children's wear series.

Getting involved in children's clothing business has become a popular trend, but there is no obvious difference in the age orientation and product style orientation of children's clothing among brands. Most children's clothing designs mainly extend the original adult clothing style.

Compared with adult clothing, children's clothing has a higher profit and a longer product line. Clothing from 0 to 10 years old or even over 10 years old belongs to the category of children's clothing.

Some industry people even believe that, Children's wear industry The average gross profit margin can reach 60%, and the gross profit margin of some international children's wear brands can reach 200% or even 300%. Under the strong market demand and huge profit temptation, children's wear market has become the key target of brand development.

Market analysts believe that the large number of brands in the children's wear market has also led to serious consumer differentiation. The clothing brands with medium and high-end positioning include children's wear sub brands of Disney, Nike and Adidas, and the domestic brands such as Sima have medium and high-end positioning.

Among low-end brands, the price is low, the market competition is fierce, and the brand is chaotic. The enterprise's competitive strategy is basically to control costs and focus on price war.

And others clothing The current situation of the category is the same. The terminal sales channels of the domestic children's clothing industry are intertwined and complex. The most common department stores and shopping centers are also emerging "one-stop" stores, brand integrated stores and other ways.

However, a variety of sales channels have a certain impact on the development of enterprises. On the one hand, the multi-channel development of brands often ignores the brand positioning, affecting product sales; On the other hand, too many channels are likely to cause confusion in consumers' perception of the brand. Children's wear market Channel reform is imminent. Shopping malls will be the mainstream in the future. Enterprises need to spend time doing research, and e-commerce will be repositioned.

Enterprise development should regard e-commerce as a platform for building a relationship between brands and consumers, instead of being absolutely superstitious about the role of e-commerce, so they should be cautious about e-commerce.

Even in the current hot children's wear market, channel adjustment is still a key issue. Whether online or offline, getting through the channels without causing mutual interference has become a difficulty for enterprise development. If the contradiction between traditional sales channels and e-commerce is not solved, it is difficult for brands to make greater breakthroughs.

How to better tap children's clothing is a problem that enterprises need to think about. Enterprises that blindly set foot in children's clothing are easily trapped in the confusion of brand positioning and sales channels. Enterprises have different attitudes towards e-commerce and entities, but as a terminal sales channel, they must meet the brand positioning and sales status.

If enterprises only focus on the advantages of clearing inventory through e-commerce channels and ignore the platform maintenance work in the later stage, the high cost investment will also make enterprises unable. The rational layout and application of online and offline channel relationships have become a problem that enterprises must consider.

In the era of industry transformation and upgrading, Children's clothing The business idea of "O2O" is naturally inseparable from innovative thinking. Under the tide of the Internet, e-commerce, O2O and other innovative models have become the focus of discussion and attention of businesses.

At this time, brands often ignore the most critical product quality problem of children's wear. After all, consumers' recognition of the brand is based on their trust in the product. Strict control of children's wear quality is the first step of brand development. Pay attention to product research and development, strictly control product quality, and produce clothes suitable for children according to the needs of children of different ages.

For example, he said that many children's clothing brands only pay attention to the bright appearance and unique design, but ignore the effect of product fabrics and colors on the growth of children's bodies. Due to children's tender skin, some hard materials and accessories are not suitable for children's clothing. In addition, the design of the collar and cuff is also the key point for children to wear comfortably. The material and cutting of these parts are particularly important.

The safety and comfort of children's products is the most important thing for Jiangnan cloth children's clothing brands Design Children's wear is also the idea that the brand has been implementing.

The quality of children's clothing has always been an important standard for consumers to choose children's clothing. Returning to the essence of the product is to start from the source. The quality of fabrics, the rationality of design, and the comfort of shape are all areas that enterprises need to focus on improving.