High End Baby Fashion Industry: Values Are More Important Than Luxury Products.

As the saying goes, women and children earn the best money.

The international luxury brand has never given up the market for children, because the market's role in brand development and loyalty can not be underestimated. While China's high-end clothing brands such as Ne Tiger have also tried to enter the market of children's clothing on the eve of "61" this year, there are also many enterprises that specialize in high-end baby industry.

Recently, Zhang Ziyi appeared as a designer of children's clothing and released a series of border lines with I PINCO PALLINO of Italy children's wear brand. The curator behind it is the small star group, which has worked for many years in the international luxury companies such as Hermes and Paula. In 2014, he joined the small star group. In his view, compared with the international luxury goods competition between Hermes, Paul butterflies and LV, China's high-end baby fashion industry is almost blank. The competition is not fierce. At least, no large group such as LVMH and Kai Yun group are killing in China. He wants to make the small star group into such an international company.

Industrial blue ocean

No one who is engaged in baby industry will think that China's baby industry is currently a "blue ocean". Although this industry is still just needed, especially after the 80's and 90's, these "only generation" are their parents at first. With the improvement of the economy and purchasing power, they begin to cultivate "the only two generation". But nowadays, such as Li Jia Bao, Yue you, etc., the chain of children and children is in the big and medium-sized cities. Gap, H&M and other fast fashion brands are also fighting closely in the field of children's wear.

But at the peak, the competition for high-end baby fashion industry is not fierce either in China or in other markets around the world. It is for this reason that he gave up the position of managing director of Bao butterfly China, joined the small star group and joined the Yu Yingtong industry, positioning it as a new curator of Chinese children's growth.

Having been engaged in the operation of international luxury group for many years, it is deeply understood that selling products and selling services is not the same thing. "At present, China's baby market, we all say that the competition is fierce because most companies are engaged in traditional formats, and SMEs are the majority." At the peak, there are almost two modes of walking into any supermarket or baby products supplier. One is the classification of clothing, toys, milk powder and tableware according to the category, the other is the different brand stores which are divided according to the brand, and the products are classified according to the category.

Almost everywhere at home and abroad. In its view, this business model is not bad, but the biggest problem is that there is no value. In my opinion, the baby industry is different from the luxury industry. The industry is uneven, because every parent wants to give their best products to their children. " Gao Feng said.

In fact, in the various segments of the infant industry, High-end products It is the focus of competition among powerful enterprises. In July of this year, 00656.HK announced a strategic cooperation with the British high-end baby brand Silver Cross to accelerate its business development in the international market. It is reported that the volume of the spanaction is as high as 50 million. The brand's premium baby carrier is the Royal Royal Children's car. Not long ago, Princess Kate took her daughter Sherlock, a Silver Cross traditional baby carriage, for baptism.

Silver Cross opened a flagship store in Shanghai last year and joined Tmall platform. Perhaps it saw China's strong market opportunities, hoping to expand the market with the help of Fosun Group's "China Power grafted global resources" investment mode.

And this is only a single brand cooperation, positioning in the new way of Chinese children's growth, curator's small star group, to do is to integrate these high-end baby products in a valuable way, which is also the "blue ocean" in the eyes of the peak.

Mode innovation

In recent years Luxury goods The group is striving to expand in the field of luxury children's wear. Zhou Ting, President of the Institute of wealth and quality research, is an extension of the brand's main products. Unlike the sale of luxury clothing and leather goods, the users of baby products do not have the ability to judge and purchase decisions, and the children's parents are paying the bills.

Therefore, whether it is the four largest per year fashion week On the luxury show, it is also the children's clothing sold in the exclusive store. Many of them are mini versions of adult wear. The brand hopes to spanmit its culture and values from adults to children. But that didn't win too many Chinese parents.

In the view of the managers of the small star group, the older children have their own aesthetic judgement. The same is the parentage, the logic of the little star is to let the children like it first, become their fashion, let their parents also "envy", and then do the same adult money, all children centered.

This is only a small part of its value guidance. The survey found that whether Chinese adults or children, their reading volume is generally much lower than that of the western developed countries. The small star group has worked with Dangdang and many other book institutions. The reporter saw at the flagship store in Beijing, the small star Huang Lei, where many of the children's books are custom made, such as a letter from Father Christmas to Father Christmas.

The peak has always stressed that the baby industry is not divided into high and low ends. It differs from other enterprises in contributing to books in poor mountainous areas. The small stars will read this commonweal into the community. Although the brand has also entered the high-end commercial real estate projects, including Beijing Yintai department store, China World Trade Center, Qiao Fu, and so on, it seems that more children can enjoy more quality reading at home, so the small stars have opened these customized books to the community, and set up a community library to help every family establish a healthy growth mode.

But in the small star's brand collection shop, it is different from the traditional brand or category, and the small stars create the concept of function center. This is the revolution of traditional retailing, and even abroad, this idea is still an avant-garde.

Prospects for examination

Almost all experts and scholars have judged that with the rise of China's economy, there will be more excellent Chinese brands that can familiarise the world with China. Haier, HUAWEI, Lenovo and millet are examples. But in the clothing, luxury goods, cultural and creative industries, the pace of Chinese brands is slower. The peak told reporters that the group's vision is to build small stars into a high-end baby industry group that can affect the world.

"Brand positioning is to serve China's middle class families, with children as the center, and grow with them." Gao Feng said. Although at present, this concept is more advanced, but the reporter saw that the products sold in the flagship store of small stars have their own brands, including Silver Cross, Ying Shi, I PINCO PALLINO, etc. This is just a "collection shop".

Obviously, the business philosophy of small stars is easy to imitate and plagiarize by competitors. But Gao said frankly that he is not afraid of such plagiarism, or even more willing to share this idea, to attract opinions from all sides, to make this industry bigger and affect the whole world. "Everyone is trying to spanform the retail market. It will represent a new business model and need to have an open mind."

To build an influential baby brand in China, the peak believes that China's brand operation capability is not weak at all, and is more popular than many Western brands. The biggest advantage is that there are great differences between eastern and Western childcare concepts. Chinese people know more about the needs of Chinese parents, and even the needs of different regions can be subdivided.

But the peak also clearly realized the shortage of the brand at present. In its view, the cross-border cooperation of design personnel and the continuous innovation of the mode also require the brand to work harder. As a collection store, small stars continue to search for more partners with their unique vision. But the summit admitted that most of the baby products enterprises in China are small and medium enterprises, especially small businesses. Most of them are from selling products to selling services and understanding of innovative business. These become the "stumbling blocks" for the rapid development of brands. Small stars also need to build valuable high-end baby products together with partners.

Obviously, whether this idea and business model of small stars can continue to grow bigger and stronger in China will also require time to test.