The School Uniform Market Will Usher In A New Spring.

Recently,

The market will usher in a new pattern: Domestic

Tycoon

Began to force the school uniform market; career dress leader George Bai Li chart breakthrough school uniform field; and attachment, Busen, PEAK and so on are strong into the school uniform industry.

The major brands of clothing seem to agree that the entry threshold of the school uniform industry is low and the market cake is large.

However, professional and educational personages in the school uniform admit that the "school uniform circle" has been in operation for several decades, and its consumption scenes are very special. The related design, research, warehousing, logistics and after-sale services are greatly different from other costumes.

Whether it can become an entry to other enterprises in the field of dress pformation is still to be considered.

School uniform design, cultural attributes beyond the lowest barriers

Many other subdivision brands feel that the entry threshold of uniforms is low. The first thing to consider is that they already have perfect design teams, sales channels and service systems.

But school uniforms are far from simple.

Design can be described as the lowest threshold, but it has its own characteristics.

First of all, the special nature of school uniform determines that its style and design can not imitate others directly.

or

。

School uniforms are linked to education and linked to the market. It is not just clothing itself, but also carries the role of campus culture and student education.

It is reported that in 90s of last century, after the implementation of the school uniform policy in the Long Beach School District of the United States, the incidence of campus crime and fights declined significantly in the past second years.

The United States Department of education reports that the implementation of school uniform policy helps to improve school safety and learning environment.

The leading brand of a school uniform in Nanjing, China, regards "occupy a high quality cultural platform, and form a cultural dialogue with the best schools in the country" as the value concept, thus winning the recognition and affirmation of the current customers and groups in the school uniform market.

The natural barriers to the diversification of school uniform purchase decisions and industry attributes

In the early days of a school uniform purchase or subscription, there are always the following scenarios:

"This is cheap and affordable."

Parents say.

"But this is not nice. I don't like it at all."

Students' opinions.

"Is this quality guaranteed?" the principal questioned.

"What brand of school uniform has been supplied before?"

The chief of education administration is thoughtful.

This reflects the difficulty of making school uniform decisions.

As we all know, school uniform decision is the most dispersed in all the field of clothing segmentation. It is the first pass to let students like, parents satisfaction, principal acceptance and education administrative department approval.

The Chinese school uniform industry is highly dispersed, and there are still serious local protectionism in many places. In some areas, there are even educational administrative departments in charge of protecting local relations enterprises or even school run factories.

In such a situation, there is no accumulation of years in the school uniform industry. It is very likely that they will encounter a closed door at the beginning.

Hard sales, new challenges you can't imagine.

If design is art, it has something in common; school uniform decision is business communication; then, the logistics and after-sale of the school uniform industry is the professional attribute that the industry has to mention.

"In exchange for two large sizes, children will wear for 5 years.

"A grandfather expressed his strong opinion when he got his school uniform at school.

This is a reflection of the after-school service barriers in the school uniform industry.

Compared to other types of clothing, uniforms have more seasonal periodicity.

In August and September each year, the peak period of school uniform delivery may not be a problem for enterprises that have deep cooperation with logistics companies. But the problem is that the accuracy and timeliness of their after-sales service such as revision and replacement will greatly test the professionalism of enterprises.

It is reported that the storage and distribution center of a famous school uniform manufacturer in China has 25 football fields, and the peak season of summer vacation often has to work overtime for nearly a month.

After distribution, the bigger challenge is still behind.

The school uniform is different from the retail clothing on the market in terms of production and sales (according to the production sales plan), it is "selling products", but when the uniforms are in production, it is difficult to fully understand the students' height, weight and other information (especially some new school uniforms order).

This requires thousands of school uniforms to be changed so as to reduce the risk of prediction bias.

After the completion of production and distribution, if there is a large number of returns or additions: whether stocking stock is adequate and whether the replacement can be timely feedback, it is a test of the multi-dimensional and deep level service ability of school uniform enterprises.

A brand school uniform after-sale official told reporters that the service school customers are not simple, many schools and parents often put forward the replacement and update requirements before a few days before the start of school. They need to immediately distribute the returned goods in order to ensure the students' uniform wear at the beginning of the school. There is no buffer time in the middle.

However, the school also has difficulties: children are worried that they can not wear beautiful and neat school uniforms just like their classmates. They will be very anxious. Parents complain that they have already paid fees, and why they can not receive the uniform uniform on time and let their children wear them when they begin school.

Difficult to fit customization, where is the data support?

The difficulty of after-sale service in the school uniform industry may be largely due to the difficulty in making the uniform of the school uniform.

Students grow very fast in the teenage development period, so many parents will ask their children to wear a larger size, and grandparents require their children to wear two yards.

Even in the clothing production cycle, the child may grow several centimeters.

In this case, if there is no relevant data to accurately predict the size of the edition, then it may trigger a "school crisis", not only the school uniform enterprises, but also to students, schools, and even education administrative departments.

"If a school uniform enterprise does not have a complete database of adolescent height, weight and other related indicators, its production, logistics and after-sale will become a great problem.

"A senior principal said.

Young people's body data and growth and development data have always been scarce in China's business environment. Only those who have many years of experience in youth group service are likely to have such data sources.

Without deep ploughing and accumulation, how can we guide the business?

Nowadays, Qiao Bai, who has just entered the school uniform industry, has done adult dress before. Whether it can control the teenager's body shape and make the uniform is still to be tested; and Bosideng, who is good at the down jacket, seems even more in need of this support. Although it chooses to cooperate with SMART, the Korean school uniform is very self-cultivation, its color is bold and jumps, and the relevant version and style need to be greatly adjusted, so that it can be in line with China's national conditions. At the same time, the price of imported clothing is also a difficult problem for parents and students to accept.

The school uniform industry with decentralized decision-making bodies and imperfect market structure seems to have low barriers to entry and broad prospects for development. However, the leading brands in the school uniform industry, which have been cultivated for many years, are still uncertain about how the market will be driven and how the industry will be upgraded.

Other areas of clothing brands blindly enter, the results, how many success is not known.

But, undeniably,

The school uniform industry will usher in the real spring under the catalysis of the national guiding policy.